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Social Media for Business Blueprint
Social Media for Business Blueprint
Social Media for Business Blueprint
Social Media for Business Blueprint
Social Media for Business Blueprint
Social Media for Business Blueprint
Social Media for Business Blueprint
Social Media for Business Blueprint
Social Media for Business Blueprint
Social Media for Business Blueprint
Social Media for Business Blueprint
Social Media for Business Blueprint
Social Media for Business Blueprint
Social Media for Business Blueprint
Social Media for Business Blueprint
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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 …

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.

Published in: Business, Technology
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  • 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. Social Media Networks
  • 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. 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. <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. <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. <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. <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. <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. 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
  • 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
  • 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
  • 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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