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Beth Harte

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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
    •  
    • 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.
    •  
    • 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
    •  
    • 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/
    •  
    • Image Source: Flickr, ralphventon
    • Thank You! Beth Harte Client Services Director Serengeti Communications Twitter: @bethharte / #IMCchat [email_address] www.serengeticom.com