Social media strategies for real business benefit

Social Media Strategies for Real Business BenefitsDriving Brand and Demand through Social Media ChannelsColm HannonManaging DirectoreSocialMedia2 May 2012 © 2009 Forrester Research, Inc. Reproduction Prohibited

AbouteSocialMedia is an enterprise social mediaconsultancy based in LondonWe help B2B companies achieve real businessvalue from having online interactions with clientsand talent

The Bar Analogy

Agenda• Why online social interaction?• How to structure your process• What are SMEs doing?• What are Multinationals doing?• Questions for me

Why Online Social Interaction in B2B?• Your target audience is online• They like to interact with people about things that matter to them• If you do it well you get more meetings and more business• Most competitors are not interacting well online, so there is an opportunity

Why Online Social Interaction in B2B?

Benefits of Online Social Interaction• Market intelligence • Build brand and reputation• Product development • Keep in touch with more clients and be front of mind for upsell• Souring prospects opportunities• Competitor analysis • Engage talent and hire directly• Operational efficiency over calls and email • Customer service savings over call centres• Build rapport and relationships online • Faster and cheaper internal and external comms

But More Importantly...Get More Meetings!

eSocialMedia’s Process for SMEsThis methodology is in five parts:Plan Infrastructure Listen Target Engage

Plan• Business Objectives?• Target Audience?• Social Interaction Related Objectives?• Quantifiable Value?• Who Cares?• Resources?

Infrastructure

ListenOther tabsdisplay relevantvideos,conversations Googleand competitor newsmentions summary RSS News feeds Conversations on forums Conversations on blogs

Target• The key to social media conversation is CONTENT• Based on what you have learned from the monitoring define a CONTENT STRATEGY to build a ‘warehouse’ of answers for questions your target audience is asking• Turn this into a CONTENT SCHEDULE so you can produce a variety of blogs, videos, etc over the coming months• Define your TAGGING plan so that this content can be found and spread throughout the social space

EngageStaff should be trained on:• Starting online conversations• Online conversational etiquette• How to seed conversations in various conversational spaces• How to re-use other interesting content• Best practice guides for blogging, tweeting, etc• Using the tools and infrastructure to engage with clients

Does It Work For SMEs?

What Are Multinationals Doing?

Blog:Website 8:1

ResultToo Many People To Meet

Social media strategies for real business benefit

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