Quantifying the Value of Social Media Engagement in B2B Marketing

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Measuring Social Media has been a hot topic for years. So how come real-world case studies and best practices for Social Media measurement are as elusive as Bigfoot? Probably because it’s still a pretty tough area to quantify and justify, particularly for B2B marketers. Research from Gleanster indicates 80% of companies rank social media measurement a top three challenge to justifying social media investments. The truth is many B2B marketers question the value of social media marketing in the B2B sales cycle because they can’t measure the value. Actually, it doesn’t have to be this hard.

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Quantifying the Value of Social Media Engagement in B2B Marketing

  1. 1. Sponsored by:
  2. 2. Top Performers: Respondents that achieved Top Quartile performance in key KPI’s TODAY’S STATS Everyone Else: Everyone Else Total survey responses: 513 Qualified survey responses: 389 Marketing Social Media Campaign EngagementManagement Gleansight(April 2012) (Sept 2011) REVENUE BID-TO-WIN RATIO USE OF SOCIAL MEDIA CHANNELS LEAD-TO-SALES CONVERSION #AOWEB 2
  3. 3. As a B2B company, do we invest any effort into social media engagement? #AOWEB 3
  4. 4. ••• #AOWEB 4
  5. 5. •••• #AOWEB 5
  6. 6. ••• #AOWEB 6
  7. 7. •• #AOWEB 7
  8. 8. 52% of Top Performershave used Social Media inmarketing campaigns. MEASURING INTEGRATING THE RETURN SOCIAL MEDIA18% of Everyone Else used INTO OVERALL ON SOCIAL MEDIA EFFECTIVELY PROMOTINGSocial Media in marketing MARKETING SOCIAL MIX MEDIAcampaigns. Source: Gleanster Research Source: Gleanster Research #AOWEB 8
  9. 9. #AOWEB 9
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  11. 11. #AOWEB 11
  12. 12. HAPPY / UNHAPPY CUSTOMERSSALESPERSON DECISION MAKERS SALESPERSON DECISION MAKERS COLLEAGUES FRIENDS / FAMILY COMPETITORS #AOWEB 12
  13. 13. been thinking about a new phone system,Avaya or Nextel? Result: Multi-Million Dollar DealLooking for a comparison of on-premiseand SaaS ERP # Result: Multi-Million Dollar Deal #AOWEB 13
  14. 14.  #AOWEB 14
  15. 15.   Your Company  Your Industry  Problems Your Products Address  Your Products  Your Competitors TEST THIS…  #AOWEB 15
  16. 16. #AOWEB 16
  17. 17.  No- You should be. Yes  Sharing Value Added Content *Source: Gleanster Research #AOWEB 17
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  19. 19. Source: Gleanster Research#AOWEB 19
  20. 20. #AOWEB 20
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  22. 22. Content Measurable ROI Conversation #AOWEB 22
  23. 23. • – B2B Marketing = Sharing Content Across Traditional Channels & Social Media• – Be a trusted advisor, a source of valuable information•• #AOWEB 23
  24. 24. Salesforce.com used an infographic to promoteevent attendance a the customer conference.Cisco launched a new hardware productexclusively via social channels, estimating$100,000 savings on the product launch. Bloggers used embedded code released from Cisco to spread the word. #AOWEB 24
  25. 25. •• #AOWEB 25
  26. 26. www.gleanster.com- Links in description to website #AOWEB 26
  27. 27. • – “Check out this whitepaper” – “Check out this video” – “This might help answer your question…”• – 5 advocates is better than 1M followers for B2B Marketers – Set up some dedicated campaigns using Marketing Automation – create segments for: • Forward to a Friend Clicks • Social Media Sharing Click-Throughs #AOWEB 27
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  29. 29. #AOWEB 29
  30. 30. • #AOWEB 30
  31. 31. #AOWEB 31
  32. 32. • •• ••• • #AOWEB 32
  33. 33. #AOWEB 33
  34. 34. #AOWEB 34
  35. 35. • –• – – –• – – – – – #AOWEB 35
  36. 36. • Try a: #AOWEB 36
  37. 37. #AOWEB 37
  38. 38. From Social Media Sites From Marketing Automation From Social Media Monitoring From Marketing AutomationONE TAB FOR EACH MONTH. #AOWEB 38
  39. 39. Monthly “Growth/Decline” x WeightAverage of Weighted Scores * 10 #AOWEB 39
  40. 40. ••• #AOWEB 40
  41. 41. •• – Follow your target audience – where are they likely to engage?• – Weight metrics based on company culture / values – Benchmark performance over time #AOWEB 41
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  43. 43. Deep Dive: Social Media ROI for the B2B Marketer (June 2012) Complimentary download at www.gleanster.com http://www.gleanster.com/reports/reports/qu antifying-the-value-of-social-media- engagement-in-b2b-marketing #AOWEB 43
  44. 44. Join our weekly 30-minute live demoCustomer case study webinarsAnd more: www.actonsoftware.com #AOWEB

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