Mark Stonham Business Development Director Marketing & Sales Technology Consultant www.wurlwind.co.uk [email_address]   So...
Social Media Networks
<ul><li>o High-quality leads  </li></ul><ul><li>o High volume of leads o Lengthening sales cycle </li></ul><ul><li>Marketi...
Social Media Blueprint Advanced – Transformation Social CRM Intermediate –Community ShipServ,  SAP Community Entry – Conne...
<ul><li>1. Where is your B2B Audience? </li></ul><ul><li>LinkedIn, Twitter, Facebook, Slideshare, etc. </li></ul><ul><li>2...
<ul><li>1. Google Alert or SocialMention </li></ul><ul><li>Daily alert for keywords ie. Company, Product, Topic </li></ul>...
<ul><li>Add Social Media feed for your Key Contacts.  </li></ul><ul><li>Gives you additional information for relationship ...
<ul><li>1.  Unlock the knowledge in your company. </li></ul><ul><li>Blog about your expertise – share the task </li></ul><...
<ul><li>1. Relationships  </li></ul><ul><li>  For the buy now and the buy sometime </li></ul><ul><li>2. Multi-touch  </li>...
3a. Influence - Klout
 
<ul><li>1. What is a qualified lead or opportunity for you? </li></ul><ul><li>Agree among your team </li></ul><ul><li>2. W...
<ul><li>1. Monitor progress </li></ul><ul><li>Against hard & soft goals </li></ul><ul><li>2. What content gains the ‘best’...
<ul><li>Social Media for Business  </li></ul><ul><li>A Blueprint for Success </li></ul><ul><li>5 stages and 5 tips per sta...
<ul><li>Exit Questionnaire </li></ul><ul><li>Workshop - April 19 th  @ Wizard Office Yate </li></ul><ul><li>Wizard Systems...
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Social Media for Business Blueprint

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This presentation highlights 5 stages and 5 tips per stage to help Business Owners, Marketing and Sales people to use Social Media effectively and progressively to meet the B2B Sales challenges of sales-ready leads, sufficient leads and extended sales cycles.

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Social Media for Business Blueprint

  1. 1. Mark Stonham Business Development Director Marketing & Sales Technology Consultant www.wurlwind.co.uk [email_address] Social Media for Business – a Blueprint for Success 1. Audience - Attract 2. Value – Engage 3. Commitment - Nurture 4. Destination - Transact 5. Develop – Deliver
  2. 2. Social Media Networks
  3. 3. <ul><li>o High-quality leads </li></ul><ul><li>o High volume of leads o Lengthening sales cycle </li></ul><ul><li>MarketingSherpa 2011 B2B Marketing Benchmark Report , Jen Doyle, Senior Research Analyst, </li></ul>B2B Sales Challenges
  4. 4. Social Media Blueprint Advanced – Transformation Social CRM Intermediate –Community ShipServ, SAP Community Entry – Connect Jim Connolly, Indium Solo Small < 25 people Medium 25-99 people
  5. 5. <ul><li>1. Where is your B2B Audience? </li></ul><ul><li>LinkedIn, Twitter, Facebook, Slideshare, etc. </li></ul><ul><li>2. Research – understand your target audience </li></ul><ul><li>Use Social Media for research & trends </li></ul><ul><li>3. Develop Buyer Personas for people in DMU </li></ul><ul><li>Gain a consensus within your company </li></ul><ul><li>4. How will you Attract and Engage with them? </li></ul><ul><li>What problems do your potential customers have? </li></ul><ul><li>5. Connect to your customers & partners </li></ul><ul><li>Connect on LinkedIn, or other networks </li></ul>1. Audience - Attract
  6. 6. <ul><li>1. Google Alert or SocialMention </li></ul><ul><li>Daily alert for keywords ie. Company, Product, Topic </li></ul><ul><li>2. Sector Authority sites </li></ul><ul><li>MarketingSherpa, eConsultancy, </li></ul><ul><li>3. Industry leaders, Authority bloggers via Twitter </li></ul><ul><li>Brian Solis, etc. www.Listorious.com </li></ul><ul><li>4. Social Network Communities ie. LinkedIn </li></ul><ul><li>Monitor discussions, and post a question </li></ul><ul><li>5. Advanced Social Media Monitoring tools </li></ul><ul><ul><ul><li>Trackur, Alterian SM2, Radian6, </li></ul></ul></ul>1a. Listen to the Market
  7. 7. <ul><li>Add Social Media feed for your Key Contacts. </li></ul><ul><li>Gives you additional information for relationship building. </li></ul>1b . Listen to your Contacts
  8. 8. <ul><li>1. Unlock the knowledge in your company. </li></ul><ul><li>Blog about your expertise – share the task </li></ul><ul><li>2. Think multi-media </li></ul><ul><li>Text, Images, Slides, Audio, Video, Tools </li></ul><ul><li>3. Think multi-channel </li></ul><ul><li>Create Once Publish Everywhere (COPE) </li></ul><ul><li>4. Content Plan </li></ul><ul><li>Keywords & brand values </li></ul><ul><li>5. Seek comments & feedback </li></ul><ul><li>Engage and get discussion going </li></ul>2. Value - Engage
  9. 9. <ul><li>1. Relationships </li></ul><ul><li> For the buy now and the buy sometime </li></ul><ul><li>2. Multi-touch </li></ul><ul><li>Bite-sized, single issue, keyword focus, how-to </li></ul><ul><li>3. Encourage people to subscribe </li></ul><ul><li>Regular loyal followers become your advocates </li></ul><ul><li>4. What’s the Compelling Event? </li></ul><ul><li>What turns suspects to prospects to opportunities? </li></ul><ul><li>5. Influence </li></ul><ul><li>Build your reputation, your reach </li></ul>3. Commitment - Nurture
  10. 10. 3a. Influence - Klout
  11. 12. <ul><li>1. What is a qualified lead or opportunity for you? </li></ul><ul><li>Agree among your team </li></ul><ul><li>2. Who will spot opportunities, and where? </li></ul><ul><li>Marketing or Sales? Manual or assisted? </li></ul><ul><li>3. Migrate contact from SM to ‘In-house’ systems </li></ul><ul><li>Capture the Email address, and more </li></ul><ul><li>4. Move leads and opps to CRM for 1:1 follow-up </li></ul><ul><li>Take history across, and add future contact </li></ul><ul><li>5. Recycle </li></ul><ul><li>Put non-sales-ready leads back into nurture </li></ul>4. Destination - Transact
  12. 13. <ul><li>1. Monitor progress </li></ul><ul><li>Against hard & soft goals </li></ul><ul><li>2. What content gains the ‘best’ results? </li></ul><ul><li>Test by doing more of what appears to work </li></ul><ul><li>3. What Social Media communities fit ‘best’? </li></ul><ul><li>Consider a ‘Hub and Spokes’ approach </li></ul><ul><li>4. Encourage others to ‘Talk about you’ </li></ul><ul><li>Visibility, Social Proof & Influence </li></ul><ul><li>5. Give it time </li></ul><ul><li>3-6 months for each phase or building-block </li></ul>5. Develop - Deliver
  13. 14. <ul><li>Social Media for Business </li></ul><ul><li>A Blueprint for Success </li></ul><ul><li>5 stages and 5 tips per stage </li></ul><ul><li>B2B Sales Challenges: </li></ul><ul><li>higher quality leads, </li></ul><ul><li>more leads, </li></ul><ul><li>longer sales cycle </li></ul>Summary
  14. 15. <ul><li>Exit Questionnaire </li></ul><ul><li>Workshop - April 19 th @ Wizard Office Yate </li></ul><ul><li>Wizard Systems - Website, email, social media </li></ul><ul><li>Systems implementation & integration </li></ul><ul><li>www.wizard-systems.co.uk [email_address] </li></ul><ul><li>Wurlwind - Website, email, social media </li></ul><ul><li>Social Media Review & Action Plan </li></ul><ul><li>www.wurlwind.co.uk [email_address] </li></ul><ul><li>@markjstonham @hostedCRMapps @SocMedB2SME </li></ul><ul><li>QUESTIONS </li></ul>Next Steps

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