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  • 1. 5 TIPS FORIMPROVING B2B SOCIAL MEDIA ROIANOL BHATTACHARYA
  • 2. GETIT COMMSMARKETING SOLUTIONS FOR HI-TECH & TELCO COMPANIES• CONSULTANCY• CUSTOM CONTENT CREATION• DELIVERY, DEPLOYMENT & ENGAGEMENT SOLUTIONS
  • 3. www.B2Bento.com
  • 4. #1. FISH WHERE THE FISHES ARE PROSPECTS - WHERE ARE THEY IN SOCIAL MEDIA? NO FISHING
  • 5. MarketersSocial MediaBandwagon
  • 6. Blah Blah Blah Blah I can has Fans? BlahSocial Media Douche-bag Expert
  • 7. Ch a-C hin g!
  • 8. Few months later....
  • 9. 4 Followers • Mom • Dad • Neighbors dog
  • 10. Where is love?!
  • 11. PROSPECTS - WHERE ARE THEY IN SOCIAL MEDIA?
  • 12. PROSPECTS - WHERE ARE THEY IN SOCIAL MEDIA? Outbound Analysis
  • 13. PROSPECTS - WHERE ARE THEY IN SOCIAL MEDIA? Inbound Analysis
  • 14. *data for illustration purpose only 500 375 250 125 0 Total Facebook LinkedIn Twitter
  • 15. *data for illustration purpose only 500 375 250 125 0 Total Facebook LinkedIn Twitter
  • 16. *data for illustration purpose only 500 500 375 333 Informal connections! 250 167 125 0 0 LinkedIn Facebook Twitter Forums Industry Blog Youtube Total Facebook LinkedIn Twitter DD Engage Client
  • 17. #2. WHO IS MOVING MY CHEESE? INFLUENCER MAPPING We’d like to talk to you about CHEESES Church Mouse
  • 18. *data for illustration purpose only INFLUENCER MAPPING • Who are talking about your product(s)? • Who are talking about your product category? • Who are talking about your competitors? • Where are the social media watering holes?
  • 19. *data for illustration purpose only INFLUENCER MAPPING • Who are talking about your product(s)? • Who are talking about your product category? • Who are talking about your competitors? • Where are the social media watering holes? Top Influencers (Apart from FB,Twitter, LI and YouTube) Sen$ment Influence Country 8% 3%4% 2% 3% newsblaze.com 83.3%  (+) 6 Philippines 3% 1% Australia blog.china.alibaba.com 100%  (+) 6 China China (+HK) arnnet.com.au 100%  (+) 6 Australia 23% India Indonesia audiokarma.org -­‐-­‐ 4 Sri  Lanka Thailand my.ktvu.com -­‐-­‐ 4 China 54% Japan Malaysia blog.engglib2.upd.edu.ph 100%  (+) 4 Philippines Philippines asia.tmcnet.com 100%  (+) 6 Asia Vietnam
  • 20. #3. IGNITING CONVERSATION CONTENT STRATEGY And it’sWireless too
  • 21. BE REMARKABLEIGNITE CONVERSATIONSremarkableadjectiveworthy of attention; striking
  • 22. CONTENT FOR SOCIAL MEDIAUSE HUMAN LANGUAGEIT’S ABOUT ‘THEIR’ BUSINESS CONTEXT, NOT YOUR PRODUCTAVOID GOBBLEDYGOOKS “next generation,” “flexible,” “robust,” “world class,” “scalable,” “easy to use,” “cutting edge,” “mission critical,” “market leading,” “industry standard,” “turnkey,” “groundbreaking,” “interoperable,” “best of breed,” “user friendly,” etc.
  • 23. #4. EVERYTHING IS RELATIVE BENCHMARKING METRICS Trivia : Einstein first thought of ‘Relativity Theory’ at a FAST food restaurant queue
  • 24. *data for illustration purpose only COMPETITIVE BENCHMARKING Cisco Tandberg Polycom Avaya Radvision VIDEO CONFERENCING 5% •  Competitive Benchmarking : 7% Cisco + Tandberg vs. Polycom+ Radvision + Avaya 4% •  Keywords (*mandatory keyword) 7% Cisco:"video"conferencing,"telepresence,"tp,"cisco*"" Tandberg:"video"conferencing,"telepresence,"tp,"Tandberg*"" Polycom:"rpx,"otx,"atx,"hdx,"cma"desktop,"qdx,"vvx,"rmx,"dma,"polycom*" Avaya):"video"conferencing,"avaya*" Video"Conferencing"(Radvision)"Keywords:"video"conferencing,"scopia,"radvision*" 77% •  Country"data"aggregated:"" Australia, India, Indonesia, Korea, Malaysia, New Zealand, Philippines, Singapore Australia Cisco + Tandberg India Polycom + Avaya + Radvision Indonesia Korea Malaysia New Zealand Philippines Singapore Total 0 175 350 525 700
  • 25. #5. THE HOLY GRAIL CONVERSION TRACKINGNot ‘Gruel’, stupid! I said find the GRAIL!
  • 26. ROI - THE HOLY GRAIL: CONVERSION METRICS SOCIAL ANALYTICS - WEB ANALYTICS http://youtu.be/R3oMvpwifUo googleanalytics
  • 27. CONVERSION METRICSCAMPAIGN AND URL TAGGING1. CREATE GOAL
  • 28. CONVERSION METRICSCAMPAIGN AND URL TAGGING1. CREATE GOAL Thank you page
  • 29. CAMPAIGN AND URL TAGGING2. TAG URLhttp://b2ben.to/o3EcOH?utm_medium=socialmedia&utm_source=twitter&utm_campaign=ebookv2 Short URL Medium Source Campaign
  • 30. CAMPAIGN AND URL TAGGING2. TAG URL Google Analytics URL Builder: http://goo.gl/bCkQ3http://b2ben.to/o3EcOH?utm_medium=socialmedia&utm_source=twitter&utm_campaign=ebookv2 Short URL Medium Source Campaign
  • 31. CAMPAIGN AND URL TAGGING3. CREATE SHORT URL
  • 32. CAMPAIGN AND URL TAGGING
  • 33. CAMPAIGN AND URL TAGGING
  • 34. ANOL BHATTACHARYA