Afraid of social media but tempted to try its marketing potential?
Have you ever dreamed of knowing what people are saying about you and understanding how they are sharing opinions ?
WEB MONITORING METRICS & MEASURES
Did you know that you can listen to what they’re saying about you on the web and measure the results of your social media marketing actions?
Did you know the Web is a powerful source to establish and manage the relation with your customers and prospects?
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Company name: Symantec Italy
The Challenge: Build relationship with Symantec channel partners in an innovative way. Symantec channel partners and distributors for the SMB market throughout Italy were targeted mostly through periodic events and newsletters. Redemption was dropping month on month and Symantec was losing its relationship with them, particularly with those partners selling multi-brand products to end-customers. This was causing Symantec to lose market share in the SMB sector.
The Solution: Freedata Labs activated Web Listening by Freedata® and set-up social media channels to connect Symantec and its partners. Web Listening by Freedata® has been activated for 6 months to gather information on sites, communities, and blogs where IT security is most hotly debated and to understand issues and topics. The results of the monitoring phase informed the other activities, especially the digital PR activity aimed at blogs and technical communities providing them relevant information on Symantec products and events. A Slideshare repository was opened to provide easy access to all the authoritative security documentation provided by Symantec. As well as the repository, a Facebook fan page was created aimed mainly at the B2B Symantec products distributed via partners. This page hosts event announcements, videos, photos and also download links to general documentation on security. A Twitter channel is used to keep followers up-to-date on initiatives and, along with the other social media channels, was promoted through the partner newsletter. Partners receive special offers and discounts through the Twitter channel. At the same time YouTube, Vimeo, and Xing channels were opened all increasing the visibility of Symantec, its events and products on the Web. This was clearly demonstrated in search engine results. The relationship with existing partners was reinforced and new relationships were established.
The Results: Through Social Media engagement Symantec channel partners can connect more easily with Symantec and can quickly access up-to-date information Participation in Symantec events has increased since the launch of the social media channels. Information distributed via social media is much appreciated by partners who find relevant information much more quickly than in the past. A single point of access to find relevant documentation on security is also appreciated. The Twitter channel provides another means to interact with channel partners during dedicated events and allows them to comment in real time. These tweets are them selected, analysed and answers are given via the Facebook page or other social media channels. This project is currently under review by Symantec Corporation and Symantec UK is very interested in implementing a similar programme. |
