INBOUND 2015

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Supercharge Your Selling
Strategy
The Power Of Social Data
John Donnelly III
SVP, Global Sales & Marketing, Crimson Hexagon

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Today’s Presenters
John is responsible for all go-to-market operations
across marketing, sales and business development.
He has managed several software companies from
start-up to over $700M in annual revenues, with four
successful exits. At Cisco, John led global sales and
services for the company’s cloud automation offering
across the service provider market segment. He holds
a Bachelor of Science in Information Technology from
Babson College. John lives with his wife and two
children and is still an avid ice hockey player.
Most recently the Director of Analytics at Translation,
Russell is now doing freelance research projects for a
variety of clients including Sprite and Khloe Kardashian.
Russell helped win accounts with Bud Light in 2011,
Budweiser Global in 2012, Sprite and Champs in 2013
and the NBA in 2014. He lead a team whose insights
informed optimization opportunities for Translation's
entire roster of clients—improving performance WoW,
MoM, and YoY. Russell serves as co-founder and social
media specialist for the mobile app, WeShould.
John Donnelly
Crimson Hexagon
SVP of Sales & Marketing
@wheelsdonnelly
Russell Pinke
Analytics & Strategy Consultant
Translation, Director of Analytics
@russpinke

3. Speak Prospects’ Language
Learn What Prospects Care About
Learn When Prospects Are Ready To Buy
Know Thy Prospect: Their Brand, Their Industry, Their Competition

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1 SPEAK PROSPECTS’
LANGUAGE

5. The New Jersey Nets were moving to Brooklyn and becoming the Brooklyn Nets
Translation was asked to help
launch a new team
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6. Fans and customers reacted negatively to the nets
Prospects use social media to convey
their emotions and speak to brands
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7. We can see that
this particular
conversation is
already larger
than many of the
problems related
to the Nets
Social media can be used to measure
conversations & listen to what prospects
are saying - & How they are speaking
Hello Brooklyn
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8. Translation mined & leveraged
the organic conversation
amongst those who were
speaking about Brooklyn. They
then leveraged this organic
conversation around
#HelloBrooklyn to inform their
campaign strategy.
Translation spoke the language of fans in
Brooklyn
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9. Which led to a take over of the popular phrase #HelloBrooklyn
Brooklyn took notice and responded
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2 LEARN WHAT PROSPECTS
CARE ABOUT

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Identifying Your Audience
What target segments are most aligned with your brand?
What else are consumers in your target segments interested in?
Who are the key influencers in the segment?
What content is most popular in this segment?

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Case Study: Jazz at Lincoln
Center
Jazz at Lincoln Center asked
Schireson Associates to help
them better understand who
their fans are on social and how
they compare to peer
organizations

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Jazz
Blogging
New York City
MSNBC
Classical Music
Broadway
Brooklyn
Affordable Care Act
Museums
Politico
R&B
Advertising
Theater
Writing
Chicago
World News
London
Actors
Finance
News and Media
NFL
Beauty
Baseball
Fashion
Science and Technology
Hip Hop
ESPN
Basketball
JALC Affinities Findings
vs. Twitter
More posts than
Twitter overall
Less posts than
Twitter overall
AFFINITY

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Symphonies
Orchestras
Classical Music
Opera
Blogging
New York City
Performing Arts
Broadway
Museums
Affordable Care Act
Pinoy
Writing
R&B
Chicago
Canada
London
Actors
World News
News and Media
Health
Baseball
Fashion
Science and Technology
Basketball
Hip Hop
Soccer
Carnegie Hall Affinities Findings
vs. Twitter
More posts than
Twitter overall
Less posts than
Twitter overall
AFFINITY

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Geographic analysis can help find
strongholds for your prospect’s audience
NYC:
8.85 %
LA: 5.3 % DC:
4.4 %
Dayton:
2.9 %
ATL:
2.7 %
CHI: 2.6 %
SF: 1.9 %
LA: 2.8 %
DC:
2.8 %
SF: 2.3 %
CHI:
1.9 %
NYC: 28.2 %
London 3%
Mexico City: 2.1%
Doha 1.6%
Tokyo: 1.3%
Toronto: 1.3%
London 7.4%
Paris 2.5%
Tokyo: 1.7%
PEER ORGANIZATION

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Ultimately, social data helped derive new
segments, new hypotheses, and initial strategy
Analysis Implications:
Customer intimacy
Leveraging for earned
media message testing
Elevating what’s already
working

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3 LEARN WHEN PROSPECTS
ARE READY TO BUY

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Social media can gauge purchase intent &
give insight
Measuring the volume
of a conversation can
help gauge purchase
intent by categorizing
posts around stages of
the purchase journey

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Social media data can delve into the phases
of the product lifecycle
Using specific tweets and examining popular topics through the Crimson platform helps
give insights on the entire product lifecycle

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Social media data can provide deep insights
across phases of the product lifecycle, such as:
• Where the lead falls in the purchase cycle generally (gauging intent)
• In-store purchase behavior
• Effectiveness of Marketing/Advertising
• Product Placement, Packaging & General Merchandising Strategy

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4 KNOW THY PROSPECT: THEIR
BRAND, THEIR INDUSTRY,
THEIR COMPETITION

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Use Insights To Wow Prospects – Trending
Topics, SOV, & Competitive Benchmarking
Trending topics

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Social Data: Everyone’s Using It
Social data is now a baseline requirement for
innovative companies – must have
Discover trending topics & consumer preferences to
inform more-targeted content
Learn who your audience (or your client’s audience) is, and
what they care about most
Wow prospects with deep insights on their brand &
competitors

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THANK YOU!

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Questions?
To learn more, contact
Crimson Hexagon:
www.crimsonhexagon.com
@wheelsdonnelly

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These dogs are
wanted in seven states
for tax evasion &
fraud.

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This transparent color box is a useful
option for some larger images.

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