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B2B social media marketing - Taking it to the next level
B2B social media marketing - Taking it to the next level
B2B social media marketing - Taking it to the next level
B2B social media marketing - Taking it to the next level
B2B social media marketing - Taking it to the next level
B2B social media marketing - Taking it to the next level
B2B social media marketing - Taking it to the next level
B2B social media marketing - Taking it to the next level
B2B social media marketing - Taking it to the next level
B2B social media marketing - Taking it to the next level
B2B social media marketing - Taking it to the next level
B2B social media marketing - Taking it to the next level
B2B social media marketing - Taking it to the next level
B2B social media marketing - Taking it to the next level
B2B social media marketing - Taking it to the next level
B2B social media marketing - Taking it to the next level
B2B social media marketing - Taking it to the next level
B2B social media marketing - Taking it to the next level
B2B social media marketing - Taking it to the next level
B2B social media marketing - Taking it to the next level
B2B social media marketing - Taking it to the next level
B2B social media marketing - Taking it to the next level
B2B social media marketing - Taking it to the next level
B2B social media marketing - Taking it to the next level
B2B social media marketing - Taking it to the next level
B2B social media marketing - Taking it to the next level
B2B social media marketing - Taking it to the next level
B2B social media marketing - Taking it to the next level
B2B social media marketing - Taking it to the next level
B2B social media marketing - Taking it to the next level
B2B social media marketing - Taking it to the next level
B2B social media marketing - Taking it to the next level
B2B social media marketing - Taking it to the next level
B2B social media marketing - Taking it to the next level
B2B social media marketing - Taking it to the next level
B2B social media marketing - Taking it to the next level
B2B social media marketing - Taking it to the next level
B2B social media marketing - Taking it to the next level
B2B social media marketing - Taking it to the next level
B2B social media marketing - Taking it to the next level
B2B social media marketing - Taking it to the next level
B2B social media marketing - Taking it to the next level
B2B social media marketing - Taking it to the next level
B2B social media marketing - Taking it to the next level
B2B social media marketing - Taking it to the next level
B2B social media marketing - Taking it to the next level
B2B social media marketing - Taking it to the next level
B2B social media marketing - Taking it to the next level
B2B social media marketing - Taking it to the next level
B2B social media marketing - Taking it to the next level
B2B social media marketing - Taking it to the next level
B2B social media marketing - Taking it to the next level
B2B social media marketing - Taking it to the next level
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B2B social media marketing - Taking it to the next level

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Presentation given by Marc Keating, Head of Digital, IAS B2B Marketing at the 2011 B2B Marketing social media seminar. The presentation explores where social media fits into the marketing strategy, …

Presentation given by Marc Keating, Head of Digital, IAS B2B Marketing at the 2011 B2B Marketing social media seminar. The presentation explores where social media fits into the marketing strategy, integrating social channels, and analysing who and where your social audience are.

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  • 1. B2B MARKETING SEMINAR ANALYSING WHO AND WHERE YOUR SOCIAL AUDIENCE ARE By Marc Keating @marckeating
  • 2. TODAY’S AGENDA
    • Where social media fits into your marketing strategy
    • Defining your target audience
    • Finding your target audience
    • Tools to help you research and analyse
    • Case study (Corus Colors)
  • 3. ABOUT ME AND IAS
    • I plan client contact strategies
    • 5 years experimenting with social media
    • Corus, TalkTalk Business, Trelleborg, Siemens
    • B2B is all we do
    • BMA agency of the year
  • 4. Social media strategy Integrating social media
  • 5. SOCIAL MEDIA STRATEGY Web sites Landing pages Mobile Apps Social channels Content PPC Search Display PR E-mail D-mail Facebook Twitter Viral Shares Re-tweets Blogs Paid Owned Earned Social media Brand Marketing Campaign Dialogue Marketing Brand Strategy Marketing Strategy Business Strategy Brand Experience Analytics
  • 6. PUSH / PULL
  • 7. PUSH / PULL
  • 8. INBOUND USER JOURNEY
    • Source / IAS
    New outlets Enablers Need states Initial discovery Research and validation Receiving information Search Communities Social feeds SOCIAL CHANNELS CONTENT Engagement Brand and marketing contact strategy
  • 9. BY 2014, SOCIAL NETWORKING SERVICES WILL REPLACE E-MAIL AS THE PRIMARY VEHICLE FOR INTERPERSONAL COMMUNICATIONS FOR 20 PERCENT OF BUSINESS USERS.
    • Source / Gartner / Five Social Software Predictions for 2010 and Beyond
  • 10. FOLLOWERS FRIENDS MEMBERS
    • The contact database of the future!
    Rembrandt / The Nightwatch
  • 11. PLATFORM ARCHITECTURE PPC/Search PPC/Search PPC/Search More static More active Video Micro Blogs Images Documents SMPR Content optimisation Conversation optimisation Blogs Social networks Q&A platforms Bookmarks Mobile Web site integration Monitoring Management Measurement namechk.com (search for your brand name)
  • 12. PLATFORM ARCHITECTURE PPC/Search PPC/Search PPC/Search More static More active Video Micro Blogs Images Documents SMPR Content optimisation Conversation optimisation Blogs Social networks Q&A platforms Bookmarks Mobile Web site integration Monitoring Management Measurement
  • 13. SOCIAL MEDIA PROCESS Planning Design Development Implementation Review Objectives: Evaluate the opportunity Scope out the strategy and create designs Set-up and implement channels and tracking Roll-out the strategy and go live Report, measure and optimise Tasks: Develop keyword profile Conversation analysis Channel analysis SEO performance Audience analysis Define objectives Develop channel roadmap Develop content plan Develop target list Develop standards Creative development Designs Account registration Integration with Web Develop content Develop assets Set-up monitoring tools Set-up tracking tools Set-up dashboard tools Define roles Develop policies Develop guidebook Develop guidelines Develop workflows Develop training plan Post/seed content Set up SMNR Set up reports Conduct ongoing monitoring Quarterly reviews Deliverables: Keyword profile Research analysis doc Audience analysis profile Strategy doc Roadmap doc Distribution schedule Target list Design visuals Final artwork Channels set-up Web feeds integrated Channel content Tracking tools set-up Policy doc Guidebook doc Guidelines doc Workflow diagrams Training plan All channels live Activity reports
  • 14. Defining your audience Analysis and segmentation
  • 15. 91% OF BUSINESS BUYERS READ BLOGS, WATCH USER GENERATED VIDEO OR PARTICIPATE IN OTHER SOCIAL MEDIA
    • Source / Forrester Research /  “Social Technographics of Business Buyers”
  • 16. WHY SEGMENT IN SOCIAL MEDIA?
    • To ensure more effective targeting
    • Deliver more relevant content and messages
    • Help select relevant channels
    • Save time with research and planning
    • To help prioritise market and focus activity
  • 17. 3 SEGMENTATION CONSIDERATIONS
    • Objective: Branding, Informing, Innovating, Selling and Recruiting, etc
    • Stakeholder: Prospects, Customers, Media, Suppliers, Job seekers, Investors, Trade associations, etc
    • Application: Facebook, Twitter, YouTube, LinkedIn, Slideshare, etc (think content)
    • Also consider localisation
  • 18. CHANNEL LOCALISATION
    • Source / Alexa.com
    High usage Low usage
  • 19. KEY INFLUENCER GROUPS Target group Volumes Description Advocates/fans Medium Existing customers who champion your brand, product and services. Traditional media Low Traditional media outlets including reporters, journalists who already reach our intended audience. Influencers/trust agents Medium Individuals who focus the majority of their updates/content on a specific topic, industry or market. Champions High Share their views because they are passionate and compelled. Bloggers Medium This groups can steer, shape and galvanise activity that moves markets based on their views and are a recognised authority/expert. Tastemakers Low Remain focused on a topic and have earned substantial audience because of their experiences and views.
  • 20. IN THE SOCIAL ECONOMY, YOU WILL EARN THE RELATIONSHIPS YOU DESERVE, IN THE INDIVIDUAL COMMUNITIES WHERE STAKEHOLDERS AND INFLUENCERS ASSEMBLE.
    • Source / Brian Solis / Engage
  • 21. FINDING YOUR AUDIENCE Issues and needs Segments Job function and industry Audience Conversations Keywords What questions their asking Communities Brand terms, product terms Competitor brand terms, product terms Buzzwords, persona keywords, industry terms
  • 22. WEB OF INFLUENCE What does our total market look like Which are our most important target groups How are our stakeholders connected How do we cluster for optimum communication What are their needs
  • 23. CUSTOMER PERSONAS Understand their world How they search for products and services Where they source information When they enter the buying process Issues and questions they have
  • 24. INITIAL RESEARCH Keyword refinement Google keyword generator Google insights for search
  • 25. Finding your audience Researching groups and communities
  • 26. AUDIENCE ANALYSIS OBJECTIVES
    • Channels: Which are relevant and established?
    • Groups and communities: Where’s the chatter?
    • Target groups: Are my stakeholders there?
    • Influencers: Can I build a dialogue with them?
    • Measurement of activity: What’s the buzz level?
    • Your goal is to build a target list
  • 27. AUDIENCE ANALYSIS APPROACH PPC/Search PPC/Search PPC/Search PPC/Search PPC/Search Video Micro Blogs Images Documents SMPR Blogs Social networks Q&A platforms Bookmarks Mobile Paid monitoring tools Keyword profile Target list Customers Broad Narrow Refine Free search tools Paid & free search tools
  • 28. CHANNEL TASKS Channel: What to look for: Audience profiles Twitter lists #tags Connections Audience profiles (customers/prospects) Topic groups Q&A streams Company pages (customers/prospects) Category blog Influencer blogs Blog rolls Audience profiles Company pages Groups Audience profiles Channels Related videos Tools to help: We follow Tweet reach Search.Twitter LI Search filters Boardreader PostRank BlogPulse Alltop Technorati Blogged Manual research Create an ad tool (demographics) Manual research
  • 29. INITIAL RESEARCH Social media monitoring Radian6 Platforms to consider
  • 30. INITIAL RESEARCH Tools to get a quick all channel snapshot Socialmention Use these tools:
  • 31. CHANNEL SEARCH Twitter Wefollow Search across these channels: Use these tools:
  • 32. INITIAL RESEARCH Identify leading sites and reach Google Adplanner Web site profile
  • 33. CHANNEL SEARCH Blog search PostRank Search across these channels: Use these tools:
  • 34. REFINEMENT Influencer search and analysis Use these tools: Traackr
  • 35. Case study “ Beat the wolf” Corus Colors
  • 36.  
  • 37. refurbishment
  • 38. REFURBISHMENT ISSUES
    • Projects to small to be listed within Glenigan
    • No sales and marketing database (property owners, landlords, property management companies)
    • No awareness in the market for Refurbishment
  • 39. WE WOULD LIKE SOME ADS PLEASE Property owners, landlords, property management companies, ? Architects Contractors Property developers
  • 40.  
  • 41. WHAT WE FOUND Over 8k members within “facilities management” Over 11k members within the “property management” Key target prospects active within Twitter and YouTube
  • 42. CONTACT STRATEGY SMPR News room Web TV, Podcasts, FAQ’s, Ask the expert, Samples, 3D examples, Downloads, Brochures Corus Colors group MD profile property groups LinkedIn strategy Twitter strategy Slideshare strategy YouTube strategy Staff profiles Target customers SMPR Press targets and social media cloud http://www.beatthewolf.com Property targets Comment tracking on key journals Corus Colors Web site SEO PPC Trade ads E-mail Wordpress Blog Text ads LinkedIn Architects and main contractors only Architects and main contractors only
  • 43. STAKEHOLDER ANALYSIS Key market issues Content development Content roll-out plan Refurbishment priorities Product performance Installation Life performance Occupancy Cost Speed Health and safety Durability Aesthetics Availability Range Thermal performance Health and safety on site Integrity and quality of install Risk assessment Maintenance costs Guarantees Future proofing Lifecycle costs
  • 44. CAMPAIGN WEB SITE
    • View by business goal
    • Segmented entry points
    • 150+ pages of content
    • Targeted user journeys
    • 3,538 – Absolute Unique Visitors
    • 8,906 – Page views
  • 45. CORUS TV AND MULTIMEDIA ASSETS
  • 46. TWITTER
    • 82 tweets posted
    • 425 click throughs
    • 5 clicks per tweet - CTR of 4%
    • Received 2 twitter listings
    • 123 followers (following 97)
  • 47. 5k Twitter Browser http://www.neuroproductions.be/twitter_friends_network_browser/
  • 48. BLOG AND SITE INTEGRATION
    • 9 blogs produced
    • 620 blog views
    • 64 click throughs (10% CTR)
    • ‘ Flat roof’ blog most read
  • 49. LINKEDIN GROUPS
    • 4 LinkedIn profiles created
    • Joined 16 key groups
    • Started 64 discussions
    • Received a total of 27 comments across 8 groups
    • Engagement of 42%
  • 50. LINKEDIN PROFILES Links to other campaign Web sites and channels Wordpress blog feed pulled into site Keyword optimised profiles
  • 51. GROUP DISCUSSIONS
  • 52. SUMMARY
    • Your social media activity should be driven by your business and marketing strategy
    • Don’t use a platform/channel for the sake of it
    • Prioritise everything you do
    • Consider your platform architecture (CRM)
    • Start today to own the inbox of the future!
  • 53. thank you E-mail: marc.keating@iasb2b.com Web: iasb2b.com LinkedIn: http://uk.linkedin.com/in/marckeating

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