BreakingPoint: Insights in their social media strategy

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Yesterday, I was refering to the case study by BreakingPoint to show the impact of social media for lead generation. And I promised to get some feedback from the responsible person at BreakingPoint on how they made these results happen. Kyle Flaherty gave me some insights in BreakiingPoint Systems social media strategy which I am allowed to share with you.

In his eyes, the succes of companies with social media needs to follow a company’s philosophy in a way that „social media should not be a separate entity in the marketing or communications strategy, in fact it must be part of your company DNA if it is to be successful.“

The main question I was asking myself was how they at BreakingPoint organize their social media activities and content production. Kyle told me that it was a long learning curve. Today, he is working with a team of eight bloggers (all highly technical) who fill their Twitter program (nearly 25% of company members are on Twitter), Facebook, LinkedIn Groups, corporate blog, etc. And he describes the content production process as follows:

„For our blog it is a very organic process, which I believe works best. I send notes out to potential bloggers each month discussing certain themes and asking if folks are working on anything in particular. This sparks some thoughts around blog posts, which they send my way for editing and SEO. As for LinkedIn, every member is put through a qualification process and given very clear engagement rules for the group. I enforce these from time to time by explaining to people how they should engage, kicking out spammers, etc. I also will go into the group on a daily basis and pose a question to start up conversation and ask particular members to respond in order to facilitate communication.“

The question of people who want to involved in social media is always: What is the overall investment in starting social media activities? Kyle responds that the investment was not massive spendings. Although it has to be said that Kyle managed web development projects for years in his last job which probably saved the company some dollars.

„Two specific areas we spend money when it comes to social media. First is with equipment for podcasts and video, which is an important element of our social media strategy. In 2009 I spent only $2,000 (U.S) for equipment. The other element is our website and the development of a new blog (debuting in February!). This is obviously a more substantial cost, but one we would have done no matter what. In my opinion a good site development, depending on what you are doing, can be done for around $15,000 (note that I managed web dev projects for years in my last job). Otherwise our budget is spent on “traditional” marketing areas such as drip email marketing, events, demand gen, etc. But it is important to note that we integrate social media with each of these elements.

From a sustainability point of view it is often argued that social media can save money as a positive factor compared to traditional marketing. Kyle tells me that using social media is not a tactic to save money but that the budgets spent follow the same KPI rules of traditional marketing efforts.

„We worry less about saving money and more about making our activities work for us. For example, we map nearly every dollar spent back to sales. If a marketing activity, whether traditional or social media focused, is not brining in sales we do not engage in that activity for much longer.“

Today, 30% of their generated leads are coming from social media activities – and all leads are new contacts.

Kyle Flaherty is Director Marketing and Communications and manages external communications, community relationships and influencer marketing at BreakingPoint. He also blogs on b2b marketing topics on his personal blog Dance with strangers.

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5 Kommentare zu "BreakingPoint: Insights in their social media strategy"

  1. Case Study: Social Media zur Lead Generierung am 20.01.2010 15:54 

    […] habe ich Kyle Flaherty (Marketingleiter von BreakingPoint) mal drauf angesprochen. Hier ist seine Antwort… Diese Icons verlinken auf Bookmark Dienste bei denen Nutzer neue Inhalte finden und mit […]

  2. ElizabethL am 20.01.2010 18:18 

    When social media is utilized correctly, it can be extremely useful for generate leads. It also raises your search engine ranking which makes your company more visible on sites like google. We actually take the burden of social media work off companies‘ hands http://www.gatewaybizdev.com/blog/

  3. uberVU - social comments am 20.01.2010 23:31 

    Social comments and analytics for this post…

    This post was mentioned on Twitter by robotmitchum: BreakingPoint: Insights in their social media strategy: Yesterday, I was refering to the case study by BreakingPoint to http://url4.eu/1ApJo

  4. Kyle Flaherty am 21.01.2010 15:54 

    Thank you for the post. One item to clarify is that I do not „mange“ the team of bloggers. These are all folks who create our product but who also help blog. All I do is provide some SEO expertsise to their incredible content. I think that helps in our organic approach to the blog.

    Thanks.

  5. Martin Meyer-Gossner am 21.01.2010 21:49 

    Kyle, understand what you mean. Have changed it in ‚working with‘. Better?

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