Social Media and B2B companies

Social Media 101:
Why B2B companies should participate in Social media
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Alankar Tayal is an Analytic evangelist & a thought leader who has been in the online space for the last 14 years. He has extensive experience in building, growing & running web analytics teams that are key strategic partner of the online marketing & website stakeholders with a simple philosophy “Analytic based strategies & optimization” for all things online.
Email: alan.know@gmail.com
Blog: http://alankartayal.blogspot.com/

Social media is about collaboration and this presentation is in the same spirit of collaboration.
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Social Media: Six questions marketers want to know about social media
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Why social media?
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Social Media: Why social media
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Social Media: More B2B companies are using social media throughout their buying cycle
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Social Media: Plus companies are increasing their social media budget
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What is social media?
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Social media: How should we think about social media?
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Social media: And we can be human in this channel by….
Openness
Participation
Connect
Not focusing on tools...
But by focusing on…
Company
Conversation
Connected ness
Consumers
Community
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Social media: True social media takes place in “Open Collaboration”
Extraordinary customer experience & true partnership takes place here
The key questions your company will have to answer are:
What stage of social media do my customers want me to be?
Where should we be in social media based upon our business strategy?
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What process to follow to start social media?
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Social media process: The process recommended by IAB
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Social media process: Listening to the target audience is the first step
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Social media process: Having a right objective is the next step…
BUT one has to be careful to not focus exclusively on ROI.
WHY?
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Social media process: According to industry leaders… social media is initially about relationship & not sales
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Social media process: AND it is backed by why businesses are using social media & what they find it effective for
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Social media process: Finally… Consumers follow companies in social media… to LEARN
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What are some of the best practices?
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Social media best practices: To be successful in social media, follow these principles
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Social media best practices: To make social media strategy a success you need to
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Social media best practices: Use social map to track all social media being used & conversation being had
Give everyone in organization involved in social media access to this document so that they know: tools being used, the topics being addressed & the persona being used in the social media tool
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What social media tools to use?
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Social media tools: There is no silver bullet
There is no one-size-fits-all strategy for the social media tools. It will depend on the objective of the campaign AND the tools that customers & prospects want to use and/or are willing to use.
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Social media tools: Following categorization can help you in your social media tool selection
Multimedia
Podcast, Video, Photos
Social Network sites
RSS multimedia sites- iTune, YouTube, etc.
Professional sites
Blog
RSS feeds on Social media sites
Broadcast
Connect
Listen
Chat
Micro
Blogging sites
Ego Search on Google Blogsearch etc.
Community
Multimedia sharing
RSS on Industry Community / Forums/ news
Consumers
Company
Consumers
Company
Consumers
Company
Recorded / Live Webinar
Social book marking
N/A
Wikki
Wikkipedia
Crowd
Sourcing / Idea Exchange
RSS Feeds
Event planning & promotion
Twitter sentiment
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Social media tools: According to research, most of B2B companies are using the following tools
Top 5 Social Media tools used by B2B companies
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Social media tools: And B2B consumers use these tools to follow companies in social media
Top 5 Social Media tools used by B2B consumers
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How to measure it?
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Social media tools: What metric to use & what model to follow?
Metric to be used AND model to be followed will depend upon the social media tool used AND the objective defined by the business unit for the specific social media channel.
There is NO one-size-fits-all in social media
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Social media tools: One very good model is scorecard model
Rather than straight forward tracking, we should follow scorecard method to track visitors’ interaction with social media
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Social media tools: Some example of metrics based upon the social media platform
Blogs
Twitter
YouTube
Facebook
Digg or StumbleUpon
Other content sharing sites
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Thank You.
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Alankar Tayal is an Analytic evangelist & a thought leader who has been in the online space for the last 14 years. He has extensive experience in building, growing & running web analytics teams that are key strategic partner of the online marketing & website stakeholders with a simple philosophy “Analytic based strategies & optimization” for all things online.
Email: alan.know@gmail.com
Blog: http://alankartayal.blogspot.com/

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Social Media and B2B companies

by Alankar Tayal on Apr 19, 2010

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Social Media and B2B companies — Presentation Transcript