A
 

Marketo
 

Workbookwww.marketo.com
Why
 

Should
 

I
 

Read
 

                                                                                                                       ...
 

media
 

is
 

here
 

to
 

stay.                                                                  This
 

guide
 

shows
 

you
 

how
 

to
 

use
 

social
 

media
 

                                                                                                                       ...
 

drive
 

new
 

business
 

and
 

revenue.
 

Whether
 

And,
 

while
 

consumer
 

marketers
 

may
 

have
 

taken
 

the
 

lead
 

in
 

harnessing
 

its
 

power,
 

B2B
 

                              social
 

media
 

plan,
 

this
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Guide b2 b-social-media-all

  1. 1. A
  2. 2.  

Marketo
  3. 3.  

Workbookwww.marketo.com
  4. 4. Why
  5. 5.  

Should
  6. 6.  

I
  7. 7.  

Read
  8. 8.  

 ?Social
  9. 9.  

media
  10. 10.  

is
  11. 11.  

here
  12. 12.  

to
  13. 13.  

stay. This
  14. 14.  

guide
  15. 15.  

shows
  16. 16.  

you
  17. 17.  

how
  18. 18.  

to
  19. 19.  

use
  20. 20.  

social
  21. 21.  

media
  22. 22.  

 to
  23. 23.  

drive
  24. 24.  

new
  25. 25.  

business
  26. 26.  

and
  27. 27.  

revenue.
  28. 28.  

Whether
  29. 29.  

And,
  30. 30.  

while
  31. 31.  

consumer
  32. 32.  

marketers
  33. 33.  

may
  34. 34.  

have
  35. 35.  

taken
  36. 36.  

the
  37. 37.  

lead
  38. 38.  

in
  39. 39.  

harnessing
  40. 40.  

its
  41. 41.  

power,
  42. 42.  

B2B
  43. 43.  

 social
  44. 44.  

media
  45. 45.  

plan,
  46. 46.  

this
  47. 47.  

guide
  48. 48.  

is
  49. 49.  

your
  50. 50.  

go-­‐to
  51. 51.  

 handbook.
  52. 52.  

As
  53. 53.  

discussed
  54. 54.  

in
  55. 55.  

 ,
  56. 56.  

B2B
  57. 57.  

buyers
  58. 58.  

are
  59. 59.  

spending
  60. 60.  

a
  61. 61.  

lot
  62. 62.  

more
  63. 63.  

 -­‐ of
  64. 64.  

social
  65. 65.  

media
  66. 66.  

opportunity
  67. 67.  

out
  68. 68.  

there.
  69. 69.  

Like
  70. 70.  

it
  71. 71.  

or
  72. 72.  

not,
  73. 73.  

social
  74. 74.  

media
  75. 75.  

plays
  76. 76.  

a
  77. 77.  

huge
  78. 78.  

role
  79. 79.  

in
  80. 80.  

the
  81. 81.  

new
  82. 82.  

B2B
  83. 83.  

decision-­‐making
  84. 84.  

process.
  85. 85.  

As
  86. 86.  


  87. 87.  

a
  88. 88.  

B2B
  89. 89.  

marketer,
  90. 90.  

you
  91. 91.  

need
  92. 92.  

to
  93. 93.  

learn
  94. 94.  

to
  95. 95.  

leverage
  96. 96.  

 ©
  97. 97.  

2010
  98. 98.  

Marketo,
  99. 99.  

Inc.
  100. 100.  

All
  101. 101.  

rights
  102. 102.  

reserved. 03
  103. 103. Part
  104. 104.  

OneWhat
  105. 105.  

is
  106. 106.  

Social
  107. 107.  

Media
  108. 108.  

and
  109. 109.  

Why
  110. 110.  

Does
  111. 111.  

My
  112. 112.  

Business
  113. 113.  

Need
  114. 114.  

It? ©
  115. 115.  

2010
  116. 116.  

Marketo,
  117. 117.  

Inc.
  118. 118.  

All
  119. 119.  

rights
  120. 120.  

reserved. 04
  121. 121. Part
  122. 122.  

One
  123. 123.  

What
  124. 124.  

is
  125. 125.  

Social
  126. 126.  

Media
  127. 127.  

and
  128. 128.  

Why
  129. 129.  

Does
  130. 130.  

My
  131. 131.  

Business
  132. 132.  

Need
  133. 133.  

It?
  134. 134.  

 Because
  135. 135.  

prospects
  136. 136.  

are
  137. 137.  

more
  138. 138.  

likely
  139. 139.  

to
  140. 140.  

Before
  141. 141.  

Google,
  142. 142.  

the
  143. 143.  

primary
  144. 144.  

way
  145. 145.  

a
  146. 146.  

prospect
  147. 147.  

 click-­‐through
  148. 148.  

to
  149. 149.  

third-­‐party
  150. 150.  

reviews
  151. 151.  

or
  152. 152.  

blog
  153. 153.  

 -­‐ Types
  154. 154.  

of
  155. 155.  

Online
  156. 156.  

Sources
  157. 157.  

Visited
  158. 158.  

for
  159. 159.  

Company,
  160. 160.  

Brand
  161. 161.  


  162. 162.  

by
  163. 163.  

engaging
  164. 164.  

directly
  165. 165.  

with
  166. 166.  

a
  167. 167.  

sales
  168. 168.  

person.
  169. 169.  

 (which
  170. 170.  

in
  171. 171.  

turn
  172. 172.  

makes
  173. 173.  

social
  174. 174.  

content
  175. 175.  

more
  176. 176.  

tradeshows,
  177. 177.  

PR
  178. 178.  

and
  179. 179.  

print
  180. 180.  

media.
  181. 181.  

Direct
  182. 182.  

mail
  183. 183.  

 their
  184. 184.  

way
  185. 185.  

to
  186. 186.  

your
  187. 187.  

company
  188. 188.  

website,
  189. 189.  

they
  190. 190.  

will
  191. 191.  

 typically
  192. 192.  

contact
  193. 193.  

your
  194. 194.  

company
  195. 195.  

only
  196. 196.  

when
  197. 197.  

all
  198. 198.  

new
  199. 199.  

leads
  200. 200.  

–
  201. 201.  

hot
  202. 202.  

or
  203. 203.  

cold
  204. 204.  

–
  205. 205.  

to
  206. 206.  

the
  207. 207.  

sales
  208. 208.  

team
  209. 209.  

 way,
  210. 210.  

social
  211. 211.  

media
  212. 212.  

leads
  213. 213.  

present
  214. 214.  

a
  215. 215.  

unique
  216. 216.  

lead
  217. 217.  

for
  218. 218.  

follow-­‐up.
  219. 219.  

 nurturing
  220. 220.  

challenge,
  221. 221.  

and
  222. 222.  

a
  223. 223.  

huge
  224. 224.  

opportunity
  225. 225.  

companies
  226. 226.  

started
  227. 227.  

to
  228. 228.  

focus
  229. 229.  

on
  230. 230.  

search
  231. 231.  

engine
  232. 232.  

 marketers
  233. 233.  

keen
  234. 234.  

to
  235. 235.  

build
  236. 236.  

brand,
  237. 237.  

buzz,
  238. 238.  

and
  239. 239.  

 awareness
  240. 240.  

–
  241. 241.  

and
  242. 242.  

generate
  243. 243.  

leads
  244. 244.  

–
  245. 245.  

are
  246. 246.  

such
  247. 247.  

as
  248. 248.  

whitepapers
  249. 249.  

and
  250. 250.  

webinars
  251. 251.  

to
  252. 252.  

convert
  253. 253.  

sales,
  254. 254.  

and
  255. 255.  

invested
  256. 256.  

in
  257. 257.  

lead
  258. 258.  

scoring
  259. 259.  

and
  260. 260.  

lead
  261. 261.  

the
  262. 262.  

rest. prospects.
  263. 263.  

It
  264. 264.  

starts
  265. 265.  

by
  266. 266.  

sharing
  267. 267.  

relevant
  268. 268.  

 channels
  269. 269.  

before
  270. 270.  

they
  271. 271.  

ever
  272. 272.  

give
  273. 273.  

you
  274. 274.  

their
  275. 275.  

 names.
  276. 276.  

These
  277. 277.  

changes
  278. 278.  

are
  279. 279.  

already
  280. 280.  

having
  281. 281.  

LinkedIn,
  282. 282.  

YouTube
  283. 283.  

and
  284. 284.  

SlideShare
  285. 285.  

drive
  286. 286.  

a
  287. 287.  

 challenge.web.
  288. 288.  

According
  289. 289.  

to
  290. 290.  

Forrester
  291. 291.  

Research¹,
  292. 292.  

77%
  293. 293.  

of
  294. 294.  

social
  295. 295.  

media. “The
  296. 296.  

Social
  297. 297.  

Technographics®
  298. 298.  

Of
  299. 299.  

Business
  300. 300.  

Buyers”
  301. 301.  

report. ©
  302. 302.  

2010
  303. 303.  

Marketo,
  304. 304.  

Inc.
  305. 305.  

All
  306. 306.  

rights
  307. 307.  

reserved. 05
  308. 308. Part
  309. 309.  

One
  310. 310.  

What
  311. 311.  

is
  312. 312.  

Social
  313. 313.  

Media
  314. 314.  

and
  315. 315.  

Why
  316. 316.  

Does
  317. 317.  

My
  318. 318.  

Business
  319. 319.  

Need
  320. 320.  

It?important
  321. 321.  

to
  322. 322.  

decide
  323. 323.  

what
  324. 324.  

your
  325. 325.  

social
  326. 326.  


  327. 327.  


  328. 328.  

–
  329. 329.  

view
  330. 330.  

search
  331. 331.  

engine
  332. 332.  

results
  333. 333.  

more
  334. 334.  

represent
  335. 335.  

your
  336. 336.  

brand.
  337. 337.  

 relate
  338. 338.  

to
  339. 339.  

your
  340. 340.  

brand
  341. 341.  

to
  342. 342.  

see
  343. 343.  

what
  344. 344.  

others
  345. 345.  

are
  346. 346.  

 Alert
  347. 347.  

for
  348. 348.  

your
  349. 349.  

company
  350. 350.  

name.
  351. 351.  

You
  352. 352.  

may
  353. 353.  

get
  354. 354.  

company
  355. 355.  

name
  356. 356.  

or
  357. 357.  

brand
  358. 358.  

name
  359. 359.  

(as
  360. 360.  

opposed
  361. 361.  

to
  362. 362.  

 saying
  363. 363.  

about
  364. 364.  

you.
  365. 365.  

Here
  366. 366.  

are
  367. 367.  

a
  368. 368.  

few
  369. 369.  

of
  370. 370.  

the
  371. 371.  

most
  372. 372.  

names
  373. 373.  

on
  374. 374.  

the
  375. 375.  

social
  376. 376.  

sites
  377. 377.  

you
  378. 378.  

want
  379. 379.  

to
  380. 380.  

use.
  381. 381.  

If
  382. 382.  

 people
  383. 383.  

are
  384. 384.  

saying
  385. 385.  

about
  386. 386.  

you
  387. 387.  

at
  388. 388.  

no
  389. 389.  

cost.someone
  390. 390.  

has
  391. 391.  

already
  392. 392.  

reserved
  393. 393.  

the
  394. 394.  

name
  395. 395.  

you
  396. 396.  


  397. 397.  

–
  398. 398.  

search
  399. 399.  

for
  400. 400.  

your
  401. 401.  

brand
  402. 402.  

or
  403. 403.  


  404. 404.  

want
  405. 405.  

to
  406. 406.  

use,
  407. 407.  

you
  408. 408.  

may
  409. 409.  

be
  410. 410.  

able
  411. 411.  

to
  412. 412.  

get
  413. 413.  

it
  414. 414.  

back
  415. 415.  


  416. 416.  

–
  417. 417.  

a
  418. 418.  

more
  419. 419.  

 7
  420. 420.  

to
  421. 421.  

10
  422. 422.  

days–older
  423. 423.  

tweets
  424. 424.  

are
  425. 425.  

lost
  426. 426.  

unless
  427. 427.  

you
  428. 428.  

simpler
  429. 429.  

to
  430. 430.  

choose
  431. 431.  

another
  432. 432.  

name.
  433. 433.  

 engine.
  434. 434.  

To
  435. 435.  

see
  436. 436.  

if
  437. 437.  

your
  438. 438.  

preferred
  439. 439.  

user
  440. 440.  

or
  441. 441.  

company
  442. 442.  


  443. 443.  

–
  444. 444.  

search
  445. 445.  

all
  446. 446.  

public
  447. 447.  

content
  448. 448.  

 across
  449. 449.  

many
  450. 450.  

social
  451. 451.  

media
  452. 452.  

channelsname
  453. 453.  

is
  454. 454.  

available
  455. 455.  

across
  456. 456.  

many
  457. 457.  

sites,
  458. 458.  

use
  459. 459.  

a
  460. 460.  

 including
  461. 461.  

everything
  462. 462.  

posted
  463. 463.  

in
  464. 464.  

public
  465. 465.  

fan
  466. 466.  

 personal
  467. 467.  

pages
  468. 468.  

may
  469. 469.  

restrict
  470. 470.  

what
  471. 471.  

you
  472. 472.  

can
  473. 473.  

see.
  474. 474.  

usernamecheck.com). Social
  475. 475.  

media
  476. 476.  

monitoring
  477. 477.  

tools,
  478. 478.  

such
  479. 479.  

as
  480. 480.  

Visible
  481. 481.  

A
  482. 482.  

company
  483. 483.  

account
  484. 484.  

using
  485. 485.  

a
  486. 486.  

company
  487. 487.  

name
  488. 488.  

tends
  489. 489.  

to
  490. 490.  

be
  491. 491.  

used
  492. 492.  

for
  493. 493.  

the
  494. 494.  

purpose
  495. 495.  

of
  496. 496.  

sharing
  497. 497.  

 annual
  498. 498.  

fee. and
  499. 499.  

industry,
  500. 500.  

and
  501. 501.  

how
  502. 502.  

people
  503. 503.  

responded.
  504. 504.  


  505. 505.  

 Social
  506. 506.  

media
  507. 507.  

monitoring
  508. 508.  

will
  509. 509.  

also
  510. 510.  

help
  511. 511.  

you
  512. 512.  

case
  513. 513.  

studies.
  514. 514.  

These
  515. 515.  

corporate
  516. 516.  

accounts
  517. 517.  


  518. 518.  

–
  519. 519.  

many,
  520. 520.  

like
  521. 521.  

Google,
  522. 522.  

capture
  523. 523.  

 decide
  524. 524.  

where
  525. 525.  

to
  526. 526.  

get
  527. 527.  

started
  528. 528.  

when
  529. 529.  

beginning
  530. 530.  

prospects,
  531. 531.  

partners
  532. 532.  

and
  533. 533.  

customers.
  534. 534.  

 be
  535. 535.  

hard
  536. 536.  

to
  537. 537.  

use
  538. 538.  

due
  539. 539.  

to
  540. 540.  

sheer
  541. 541.  

volume
  542. 542.  

of
  543. 543.  

 results.
  544. 544.  

Search
  545. 545.  

engines
  546. 546.  

may
  547. 547.  

not
  548. 548.  

display
  549. 549.  

blog
  550. 550.  

 number
  551. 551.  

of
  552. 552.  

customers. ©
  553. 553.  

2010
  554. 554.  

Marketo,
  555. 555.  

Inc.
  556. 556.  

All
  557. 557.  

rights
  558. 558.  

reserved.
  559. 559. Part
  560. 560.  

One
  561. 561.  

What
  562. 562.  

is
  563. 563.  

Social
  564. 564.  

Media
  565. 565.  

and
  566. 566.  

Why
  567. 567.  

Does
  568. 568.  

My
  569. 569.  

Business
  570. 570.  

Need
  571. 571.  

It? How
  572. 572.  

to
  573. 573.  

Customize
  574. 574.  

Social
  575. 575.  

Sharing According
  576. 576.  

to
  577. 577.  

 The
  578. 578.  

challenge
  579. 579.  

with
  580. 580.  

social
  581. 581.  

sharing,
  582. 582.  

especially
  583. 583.  

for
  584. 584.  

content
  585. 585.  

in
  586. 586.  

e-­‐mails
  587. 587.  

your
  588. 588.  

CRM
  589. 589.  

system,
  590. 590.  

you
  591. 591.  

can
  592. 592.  

respond
  593. 593.  

to
  594. 594.  

them
  595. 595.  

or
  596. 596.  

 and
  597. 597.  

on
  598. 598.  

landing
  599. 599.  

pages,
  600. 600.  

is
  601. 601.  

customizing
  602. 602.  

the
  603. 603.  

message
  604. 604.  

that
  605. 605.  

is
  606. 606.  

going
  607. 607.  

to
  608. 608.  

be
  609. 609.  

 shared.
  610. 610.  

This
  611. 611.  

means
  612. 612.  

sharing
  613. 613.  

more
  614. 614.  

than
  615. 615.  

a
  616. 616.  

URL
  617. 617.  

by
  618. 618.  

adding
  619. 619.  

the
  620. 620.  

content
  621. 621.  

 On
  622. 622.  

average,
  623. 623.  

nurtured
  624. 624.  

leadspass
  625. 625.  

them
  626. 626.  

to
  627. 627.  

sales.
  628. 628.  

This
  629. 629.  

is
  630. 630.  

called
  631. 631.  

“Social
  632. 632.  

CRM”
  633. 633.  

 produce
  634. 634.  

a
  635. 635.  

20
  636. 636.  

percent
  637. 637.  

increase
  638. 638.  

and
  639. 639.  

is
  640. 640.  

discussed
  641. 641.  

in
  642. 642.  

further
  643. 643.  

detail
  644. 644.  

in
  645. 645.  

the
  646. 646.  

“B2B
  647. 647.  

 that
  648. 648.  

share
  649. 649.  

your
  650. 650.  

content
  651. 651.  

in
  652. 652.  

social
  653. 653.  

media
  654. 654.  

are
  655. 655.  

easy
  656. 656.  

to
  657. 657.  

create.
  658. 658.  

This
  659. 659.  

can
  660. 660.  

be
  661. 661.  


  662. 662.  

versus
  663. 663.  


  664. 664.  

 done
  665. 665.  

in
  666. 666.  

e-­‐mail
  667. 667.  

or
  668. 668.  

landing
  669. 669.  

pages
  670. 670.  

for
  671. 671.  

many
  672. 672.  

social
  673. 673.  

media
  674. 674.  

sites
  675. 675.  

including
  676. 676.  

 nonnurtured
  677. 677.  

leads.
  678. 678.  


  679. 679.  

Social
  680. 680.  

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Marketo,
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Inc.
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All
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rights
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reserved. 07
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One
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What
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is
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Media
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My
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Business
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Need
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It?
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buyers
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 comments
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all
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openness
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 product.
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 ©
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2010
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Marketo,
  886. 886.  

Inc.
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All
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rights
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reserved. 08
  890. 890. Part
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One
  892. 892.  

What
  893. 893.  

is
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Social
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Media
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Why
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My
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Business
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fan
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pages,
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etc.
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 market
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2010
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Marketo,
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Inc.
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All
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rights
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reserved.
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One
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What
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Social
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 know
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 The
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2010
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Marketo,
  1129. 1129.  

Inc.
  1130. 1130.  

All
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rights
  1132. 1132.  

reserved. 010
  1133. 1133. Part TwoLaying the Foundation © 2010 Marketo, Inc. All rights reserved. 011
  1134. 1134. Part TwoLaying the FoundationSocial media holds tremendous opportunities for B2B companies lookingto drive new business and increase revenue, but only if you first develop asolid foundation and an understanding of what makes the world of socialmedia tick.CHECKLIST – Is Your Company Ready for Social Media?Don’t jump into social media just because everyone else is doing it. Here’s a checklist designed to help youdetermine if your organization is ready and, if so, how to make your efforts successful. y company has clear goals for social media. Be as specific as you can (e.g. increase lead conversion M rates, increase the number of qualified leads, build awareness measured by online traffic, decrease the time needed to resolve customer service issues, etc.) and keep these objectives in mind for every initiative you execute. e have the human resources to commit to social media. Before you start a corporate blog or W Twitter account, ask yourself if you can allocate the resources needed. Social media is about real-time response and continuously updated information—both of which require commitment and dedication. produce enough quality content to sustain social media conversations. Content feeds the social We media beast. Audit your existing marketing assets and identify the educational pieces—these perform much better in social media than traditional sales collateral. know which social media sites are popular with our prospects and customers. Do your research We and focus your energy and investments where your audiences are. ur company website is prepared for social media attention. Before you set up multiple social media O profiles and pages, make sure your own website is in good enough shape to handle the attention (i.e. you’re proud of the way it looks and works). And be sure you have a plan in place to market to the leads generated. e’re ready to incorporate social media strategies throughout the buying process. Social media W is not just for the top of the demand generation funnel. It’s important to monitor and track your prospects and customers throughout the revenue cycle. © 2010 Marketo, Inc. All rights reserved. 12
  1135. 1135. Part TwoLaying the FoundationACTION ITEMS – Developing a B2B Social WORKSHEET – Your B2B Social Media Plan Our Example:Media Plan and Social Media Policy Developing a social media plan is similar to Name John SmithAlthough it’s tempting to dive right into the developing any other strategy. While there isvarious social media sites out there, you need no standard approach, the basic components Age 31to develop a social media plan first. Goals and can be addressed by answering these simple Title Director of ITmetrics will help ensure that the time and questions: Industry Commercial Real Estateresources your organization invests in socialmedia are well spent. Because social media • WHO – Who are you targeting with social Buyer Role Influenceris pervasive and easy to participate in, it’s media? Preferred communication method - Personal E-mail, Facebook, Twitterimportant to have guidelines that structure • HOW – How can you deploy social mediayour efforts and prevent any scenarios tactics for measureable success? Preferred communication method - Professional E-mail, SMSthat might have a negative impact on your • WHAT – What goals or objectives do you Preferred social media sites – Personal Facebook, Twitter, Diggcompany. want to accomplish? Time spent on social media – Personal 1 hour per day Who are you targeting with social media? Preferred social media sites – Professional LinkedIn, SlideShare This should be the easiest question to Time spent on social media - Professional 2 hours per day answer. Who are you targeting? Prospects? Customers? Media? All of the above? Once you’ve decided on the targets, flesh out the defining characteristics of each group. Your Turn: If you’ve already read The Definitive Guide Name to Lead Nurturing, you know about the Age importance of developing buyer personas: a fictional character who represents a target Title group. Start by listing the characteristics you Industry would have for a typical buyer persona, but add a social media dimension to it. Buyer Role Preferred communication method - Personal Preferred communication method - Professional Preferred social media sites – Personal Time spent on social media – Personal Preferred social media sites – Professional Time spent on social media - Professional Adding a social media dimension to buyer personas © 2010 Marketo, Inc. All rights reserved. 13
  1136. 1136. Part TwoLaying the FoundationHow can you deploy social media tactics for measureable success?In the next section of this guide, “Social Media Tactics and Metrics,” we’ll address a number of differenttactics that you can employ to achieve the business results you’re seeking through social media. Select a fewthat you think will have the most impact on your organization and start with those.Our Example: Your Turn:Social Media Tactics and Key Metrics for ABC CompanySocial Media Tactic Key Metrics Social Media Tactic Key MetricsBlogging • Number of posts • Audience growth ‐ unique and returns • umber of conversions (e.g. prospect to lead, lead to N opportunity, etc.) • onversion rate (depends on your specific conversion C goals) • Subscribers • Inbound links • Technorati, Alltop, and other directory listings • SEO improvementsSocial networks • Number of posts • Referrals from social networks • Reach friends from social networks • Velocity at which friends are built • Influence of friends from social networks • umber of conversions (e.g. prospect to lead, lead to N opportunity, etc.) • onversion rate (depends on your specific conversion C goals) © 2010 Marketo, Inc. All rights reserved. 14
  1137. 1137. Part TwoLaying the FoundationWhat do you want to accomplish and what are your distinct action items for each As with any new strategy, trygoal? and test a variety of social media tactics to see which has the mostSocial media requires time, effort and resources. Take the tactics you’ve just significant impact on your goals.decided on and associate clear goals, objectives and action items for each one. For more information on standard social media tactics, objectives and metrics, go to: http://www.marketo. com/library/Social%20Media%20 Plan%20Template.pdf.Our Example: Your Turn:Social Media Tactic: Blogging Social Media Tactic: Time Invested: 2 hours daily Time Invested: Short-term objective #1: Increase brand awareness Short-term objective #1: • Create blog publication schedule • Add RSS button • romote thought leadership through blog postings P on industry best practicesShort-term objective #2: Increase engagement Short-term objective #2: • Respond to comments within 24 hours • Add links to blog on website and in e-newsletter • nvite relevant guest bloggers and market to their I networks © 2010 Marketo, Inc. All rights reserved. 15
  1138. 1138. Part TwoLaying the FoundationSocial Media Policy Set up a basic set of ground rules.The social media landscape can feel Consider some basic tenets that you’d likeunstructured. That’s why it pays to have your company to follow when it comes toa social media policy to guide the actions participation. Intel has a great example of thisof everyone in your organization that will in its social media policy under a section calledparticipate in social media. It’s also essential “Rules of Engagement”.to monitor what’s being said and provideguidelines on how to respond appropriately Address how employees, contractors(without making your employees feel like and consultants should engage with andthey’re being censored). contribute to social media. Decide how your organization will want toA formalized document will help protect your engage as a social media participant andcompany in a legal sense, while ensuring that contributor. Will your company’s social mediayou’re acting consistently across all social conversations come from a single person ormedia sites, reinforcing your brand and value will everyone in your company participate?in the marketplace (a bit like a corporate style Will social media be used as a customerguide). Here are some suggestions: service function, marketing tool or for product marketing research? Be as explicit asDefine what social media means for your possible, and consider all the possible wayscompany. that people could go wrong, without beingWhen people think of social media, some overly dramatic. Remember, your policy isthink strictly in terms of Facebook and an opportunity to get your company excitedLinkedIn, while others would automatically about contributing to social media sites. A great example of a social media policy (“Intel Socialadd Digg and Flickr to the mix. Use your Media Guidelines” at:social media policy to define what the term Stress the importance of confidentiality. http://www.intel.com/sites/sitewide/en_US/means for your entire organization so there’s Encourage your company’s contributors to social-media.htm.)no confusion as to when the social media remember the importance of confidentialguidelines apply and when they don’t. information, and to manage their social media contributions just as they would conversations taking place in public. © 2010 Marketo, Inc. All rights reserved. 16
  1139. 1139. Part ThreeB2B Social Media Tactics and Metrics © 2010 Marketo, Inc. All rights reserved. 17
  1140. 1140. Part ThreeB2B Social Media Tactics and MetricsSocial Media Tactics for Every B2B MarketerHere’s a quick review of the major socialmedia applications and how you can use themto achieve your goals. The types of socialmedia tools we’ll cover include:• Blogging• Microblogging• Commenting• Social networks• Online video• Presentation and document sharing• Widgets• Bookmarking• Photo sharing• Podcasting• Social CRMFor a few of these social media tools, we’llprovide you with 101-level introductions tobest practice techniques. Master each tacticfirst before moving on to new approaches. © 2010 Marketo, Inc. All rights reserved. 18
  1141. 1141. Part ThreeB2B Social Media Tactics and MetricsBlogs Blogging – Key MetricsBlogs play a key role in educating prospects for • Number of postslead generation and nurturing. • udience growth—unique and repeat A visitsMany of your most qualified leads—whether • umber of conversions (e.g. prospect to Nyou’ve identified them or not—are readers lead, lead to opportunity, etc.) • onversion rate (depending on specific Cof your blog. This is reason enough to update conversion goals)your blog often to keep readers coming back • Subscribersfor more. Your blog can be one of the most • Inbound linkspowerful marketing assets – if you stick to the • echnorati, Alltop and other directory T listingstopics your prospects and customers will find • SEO improvementsmost compelling and avoid the hard sell.Blogs act as a source of valuable content andthought leadership with a “human” face. A search for “b2b marketing” demonstrates how blogThe content on your corporate website postings often yield the highest rankings in organicfocuses primarily on your company, the search results.value of your products and services, and howpotential customers can get in touch with you.This is all very useful and necessary, but a blog “Now visited by over 67 percent of the globaladds a human touch, especially when a blog online population…social networks and blogs…has several contributors. It also lets you focuson your prospect’s agenda instead of yours. have become the fourth most popular online category – ahead of personal e-mail.”Blogs boost your organic search engine by – Global Faces and Networked Places, The Nielsen Company, Marchadding pages to your site and encouraging 2009inbound links.Blogs give you a greater chance of showing upin the right search engine results. It also givesother sites a reason to link to you, increasing Blogs offer the perfect opportunity to “humanize” thethe number of inbound links and boosting web through different voices and perspectives (and photoyour search engine rankings. thumbnails can further enhance the experience). © 2010 Marketo, Inc. All rights reserved. 19
  1142. 1142. Part ThreeB2B Social Media Tactics and MetricsCommenting Commenting – Key MetricsYou can benefit from commenting whether • Number of commentsyou’re the blogger, the commenter on • Increased number of conversions fromsomeone else’s blog or a participant in an commenters (e.g. new leads)online forum—here’s how: • Increased traffic from searchable commentsAs a blogger, write interesting blog posts thatengage readers and encourage comments.Start a two-way conversation by offeringengaging commentary that is insightful andstimulates dialogue—then openly ask forcomments.As a reader, only comment when you havesomething valuable to say. There’s nothingworse than a person who only comments withself-promotion in mind.When someone comments on something Be as engaged as your readers are with theyou’ve said, return the favor. Everyone wants conversation that you started —respond to theirto know that they’re being heard—so reply to commentary and continue the dialogue.them with something more engaging than just‘thank you for commenting’. You might get adebate going. © 2010 Marketo, Inc. All rights reserved. 20

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