Building b2b Social Media Strategy: Vision, Tactics, Power of Results

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Building b2b Social Media Strategy: Vision, Tactics, Power of Results

  1. 1. Building b2b Social Media Strategy: Vision, Tactics, Power of Results
  2. 2. Overwhelming Social Media… What is it really? <ul><li>Social Media is a Medium </li></ul><ul><li>Conversation within Communities </li></ul><ul><li>Variety of Tactics </li></ul>
  3. 3. Social Media is a Medium
  4. 4. Conversation within Communities
  5. 5. motum b2b Approach to Social Media Marketing <ul><li>Building Social Media Marketing (SMM) strategies </li></ul><ul><li>Tactical execution of SMM plans </li></ul><ul><li>Tracking, Measurement and Reporting on SMM activities </li></ul><ul><li>Continuous Optimization </li></ul>
  6. 6. motum b2b: a Social Media campaign… how did we do it? <ul><li>Save Your Johnson: A Social Media Program for buysafemedia (Client - BPA Worldwide, 2008-09) http://www.buysafemedia.com/ </li></ul><ul><li>Vision: Raise the awareness of the audited media message among the marketing community </li></ul><ul><li>One of the Objectives: Build a community of concerned marketing practitioners associated with the buysafemedia.com site and on other social networks </li></ul>
  7. 7. Save Your Johnson: buysafemedia.com site
  8. 8. <ul><li>Banner advertising I nfluencer sites Blog postings Communities </li></ul><ul><li>Johnson Blog placements Events </li></ul><ul><li>Profile pages Facebook Conversation </li></ul><ul><li>Button distribution Trade show attendance Off-line Activities </li></ul><ul><li>Direct mail Blog Commenting … </li></ul><ul><li>Twitter </li></ul>Save Your Johnson: Tactics Cloud
  9. 9. Save Your Johnson: Social Media Scoring Matrix OE – Openness and Ease of Engagement SE – Sustained Engagement OT – On Topic PR – Popularity and Reach AR – Audience and Relevance Rankings Description 18 4 3 4 3 4 Media Job Search Canada 18 4 3 4 3 4 Spin Influencer 18 4 3 3 4 4 iMedia Connection 19 3 5 3 4 4 Brand Republic 20 3 5 3 5 4 Marketing Power 20 3 5 3 5 4 Marketing Over Coffee 20 3 5 3 5 5 Advertising Research Foundation 21 4 5 4 4 4 Media Post 22 4 4 5 5 4 I have an idea Total OE OT SE AR PR Name
  10. 10. Save Your Johnson: Message Molecule
  11. 11. Safe Media Blog
  12. 12. Save Your Johnson: Facebook profile
  13. 13. Save Your Johnson: Twitter profile
  14. 14. Save Your Johnson: Tracking, Measurement and Reporting <ul><li>Bi-weekly dashboard reporting </li></ul><ul><li>Tracking blog comments </li></ul><ul><li>New partners and sponsors sign-ups </li></ul>
  15. 15. CEOs and Social Media: facts and pros <ul><li>82 % of Canadian business leaders and senior marketers will spend as much or more on social media in 2009 as they did in 2008 </li></ul><ul><li>Using social media channels to market events is a great low-cost strategy for: </li></ul><ul><li>getting initial attention and interest </li></ul><ul><li>building excitement </li></ul><ul><li>creating communities (fans!) </li></ul>
  16. 16. What is motum b2b? <ul><li>business-to-business (b2b) marketing and communications services </li></ul><ul><li>Outsourced marketing department </li></ul><ul><li>Help clients use Social Media Marketing as a competitive marketing strategy </li></ul>

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