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Beth Harte Beth Harte Presentation Transcript

  • Social Media for Your B2B Marketing Mix: Planning, Expanding, Executing & Measuring Presented by: Beth Harte, Client Services Director Serengeti Communications @bethharte
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  • Image Source: www.faqs.org
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  • Image Source: www.amateurwrestlingphotos.com/
  • Image Source: img1.photographersdirect.com
    • Product
    • Price
    • Place
    • Promotion
    • Customer
    • Cost
    • Convenience
    • Communication
    VERSUS Image Source: www.jupiterimages.com
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  • Image Source: www.textually.org
  • Image Source: www.gprc.ab.ca
  • Image Source: optimizeandprophesize.com
  • Image Source: www.kenburbary.com
  • The 5 Step Measurable Plan
    • Goal
    • Objectives (Measurable)
    • Strategies
    • Tactics (Measurable)
    • Measurement
    Image Source: www.art.com
  • Setting a Goal
    • What do you hope to gain by engaging in social media?
    • Does your goal fit into overall corporate goals?
    • How to write a goal:
      • To increase sales
      • To decrease customer service expenditures
    • How not to write a goal:
      • To increase sales AND to increase customer engagement
      • AND = Two distinct plans
  • Measurable Objectives
    • Output: Physical products
      • Blog post, news release, e-mail, etc.
    • Outtake: What a target audience takes away
      • Messages, perceptions, understandings
    • Outcome: Quantifiable changes in attitudes, behaviors, or opinions
      • Sales, change in the number of downloads, requests, responses
  • Writing Measurable Objectives
    • To be measurable, objectives MUST include:
    • A specific desire, communication or behavioral effect;
    • A designated target audience among whom the effect is to be achieved;
    • The expected level of attainment ; and
    • The timeframe in which those attainments are to occur.
  • Measurable Objective Samples
    • Output: To create a Facebook Fan Page and have 15% of online public #2 join within 6 months .
    • Outtake: To increase positive mentions that include key message in industry blogs (named) by 15% within six months .
    • Outcome: To increase sales within Target Market X of Product Y by 20% within 3 months .
  • Smart Strategies
    • What is the approach to achieving objectives and reaching the goal?
      • Example: Establish a Facebook Fan Page to keep target audiences connected.
      • Example: Set up a Ning community to support customers of Product X.
  • Tempting Tactics
    • What tools will be used?
    • What are the metrics?
    • Examples:
      • Facebook
        • Fans, Likes, Comments, etc.
      • Ning
        • Members, Threads, Sentiment, etc.
      • Blog
        • Posts, Comments, Shares, etc.
      • Twitter
        • Following/Followers, Retweets, Sentiment, etc.
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  • 5 Key Steps to Ensure an Integrated Marketing Experience Source: IMC: The Next Generation, Schultz & Schultz
  • Identify Customers & Prospects Image Source: http://images.tmcnet.comc Psychographics Sociographics Ethnographics Firmographics
  • Understand Buying Behavior Image Source: tutor2u.net
  • Firmographics
  • Psychographics Image Source: www.syspro.com.au
  • Sociographics Image Source: www.ttglive.com
  • Ethnographics Image Source: http://us.123rf.com
  • Estimating the Value of Customers Image Source: www.ecu.edu/cs-admin
  • I need a widget My friend sells widgets... I need a widget... My buddy sells widgets... Our widgets are cheaper & faster... You used to buy our widgets...
  • Take an Outside-In Approach Image Source: http://farm3.static.flickr.com/2268/2094281797_9b28def2f7.jpg
  • The 5 R’s of IMC
    • Relevance
    • Receptivity
    • Response
    • Recognition
    • Relationship
    Source: IMC: The Next Generation, Schultz & Schultz; Image Source: www.exchange3d.com
  • Planning Communication Messages & Incentives Image Source: www.lowesforpros.com/
  • :30
  • Image source: http://rlv.zcache.com
  • Image Sources: www.freshegg.com/blog/ andwww.halifaxchamber.net/
  • Estimating Return on Customer Investment Image Sources: www.ezfundingonline.com & http://image.fourwheeler.com
  • Evaluation & Future Planning Image Source: www.xhtml-css-code.com
  • Image Source: d.umn.edu
  • IBM
  • EMC
  • Forrester Research
  • BreakingPoint
  • Oracle
  • Indium
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  • Image Source: http://cdn.buzznet.com
  • Metrics vs. ROI Image Source: www.jklossner.com/computerworld
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  • What Does Success Look Like?
    • Clicks
    • Friends/Followers/Fans
    • Comments
    • Net Promoter Score
    • Buzz
    • Growth Rate
    • Uploads/Downloads
    • Likes/Favorites
    • Social Bookmarks
    • Sales Impact
    • Phone Calls
    • Subscriptions
    • Page Views
    • Frequency
    • Sentiment Change
    • Brand Mentions
    • Change in Market Share
    • Customer Satisfaction Impact
    • Suggestions
    • Responses
    • Attendance
    • Customer Lifetime Value Impact
    List Source: www.marketersstudio.com
  • What Did Your Plan Call For? List Source: http://wilderdom.com
  • Tools to Help Measure
  • Tools to Help Measure Image Sources: mentalfloss.cachefly.net, www.orthonurse.org, i.ehow.com/images, www.smbmarketingguide.com/
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  • Image Source: Flickr, ralphventon
  • Thank You! Beth Harte Client Services Director Serengeti Communications Twitter: @bethharte / #IMCchat [email_address] www.serengeticom.com