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B2b marketing social media plan
 

B2b marketing social media plan

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    B2b marketing social media plan B2b marketing social media plan Presentation Transcript

    • Social Media Measurement – maximising ROI from digital marketing
      17th February 2011
    • The brief
      4.45pm - New ideas and solutions to your own measurement and ROI challenges
      - New techniques- Scoring social media leads- Different metrics - Planning future resources and budgeting
      2
    • About CleverTouch
      Rules-based Workflow
      Intelligent Marketing Technology
      Marketing Know-how
    • About CleverTouch
      Our Topic Cloud
      Rules-based Workflow
      Intelligent Marketing Technology
      Marketing Know-how
    • Different things to different people
      ‘Social Media are Media for Social Interaction, using highly accessible and scalable communication techniques……a group of internet based applications…………creation and exchange of user generated content.’
      5
    • Top reasons to invest in Social Media
      Customer Support
      6
    • Top reasons to invest in Social Media
      Customer Support
      (HR) & Recruitment
      7
      95% of
      Companies
      using
    • Top reasons to invest in Social Media
      Customer Support
      (HR) & Recruitment
      PR & Crisis Management
      8
    • Top reasons to invest in Social Media
      Customer Support
      (HR) & Recruitment
      PR & Crisis Management
      MR, Seeding, Beta Testing
      9
    • Top reasons to invest in Social Media
      Customer Support
      (HR) & Recruitment
      PR & Crisis Management
      MR, Seeding, Beta Testing
      Lead Gen & Sales
      10
      c.$5bn p.a.
    • So who’s Mr(s) Average?
      Under 35
      Lib/lab
      Urban
      Technocrat
      Anti-establishment
      • 45
      • Male/Female
      • Uni/Post grad
      • 52% daily use
      • Bigger reach than BW/Economist/WSJ
      38
      Male & White
      120 friends
      5-10% interaction
      Dunbar’s Law
      11
    • So what does Social Media mean to B2B marketers?
      Greater reach……possibly vital..…recognised at CXX levels.
    • So what does Social Media mean to B2B marketers?
      13
      More chaos
    • The Marketers dilemma………..
      14
    • 80% Companies still at Marketing 1.0
      Web search & social media has fundamentally changed the
      Selling/Buying & Customer Service dynamic, Marketers often slow to appreciate full impact.
    • Marketing is all about balance………..………………………………….if you just read 2 books in 2011.
      16
    • So what is the perfect Social Media platform?
      17
    • 18
      Our approach to a predictable pipeline & methodology
    • 19
      Our approach to a predictable pipeline- where Social Media reaches
    • So what is the perfect Social Media platform?
      20
      …………Marketing Automation
    • 21
      Marketing 2.0 - brochureware to marketing hub
      PRE-
      CAMPAIGN
      ANALYSIS
      PRE-
      CAMPAIGN
      ANALYSIS
      POST-
      CAMPAIGN
      ANALYSIS
    • 22
      Inbound & Social Media Marketing
      • A social media platform was built for listening and engaging with on Twitter, Facebook and LinkedIn.
      • A daily communication is generated which updates all platforms simultaneously.
      • Video, case studies, newsletters, press releases and blog posts published across all platforms with one action.
    • Unified automation & reporting
      23
      • Twitter conversations monitored and prospect tweets responded to with pre-approved template responses.
      • Website activity generated from prospect tweet is monitored and tracked page by page.
      • Website traffic generated by all Social Media platforms is tracked page by page and connected with the marketing database to identify any known contacts.
    • 24
      Marketing 2.0 - brochureware to marketing hub
    • 25
      To be really effective, Social Media needs to be innovative and imaginative……..perhaps a little risky too!!
    • 26
      ……….slightly less risky
      Recognised by the Forrester 2010 Groundswell awards
      35,000 views & downloads, 12,000 visitors to blogs
    • ………very safe and still get results!
      #CTtip 1-100
      27
    • Recommendations & Conclusions for Social Media Marketing
      Integrate and streamline channels- ideally one marketing platform
      Proactive should equal reactive – positive to outweigh negative.
      Follow and be followed, 1:10 rule.
      Create champions
      Facebook, Linked in, Twitter- think approp. segment groups
      Ask for feedback and content
      Conduct audit of content and process and audience
      Use tools to regularly assess, react, engage & review
      Create co-engagement team for peaks and crisis's
      Create time to be creative, ‘stop working the list’.
    • THANKS!asharp@clever-touch.comCTMadam
      29
    • Social Media Measurement – maximising ROI from digital marketing
      17th February 2011