B2B Social Media Marketing Techniques: Measuring the Impact from Creation to Closed Deal

by Kyle Flaherty on Dec 08, 2009

3,945 views

Social media is all the rage for companies, but the concept gets clouded by the tools. This intensive will share the special considerations of B2B companies when venturing into social media marketing.

The three popular platforms will be discussed along with B2B best practices. Taking real-life examples, you will learn to set up benchmarks and measurement techniques to track the overall impact of your social media program from creation through a closed deal. Uncover the effects social media has on web analysis, lead generation, SEO and more. You will also take a look at the benefits of adding an online community to your mix by examining how Facebook Connect and Facebook’s Open Stream can attract prospects from the public social networks back to your website.

The intensive will end with a “Social Media Makeover” for a lucky attendee. During this portion, the speakers will guide the audience through one company’s social media efforts: determine where their community is online, what social media activities they should participate in, and how they can measure the impact using the tools they have for CRM and web analytics.

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B2B Social Media Marketing Techniques: Measuring the Impact from Creation to Closed Deal — Presentation Transcript

B2B Social Media Marketing Techniques: Measuring the Impact from Creation to Closed Deal

Kyle Flaherty Dir. Of Marketing, BreakingPoint Twitter: @kyleflaherty eMail: [email_address] Blog: www.dancewithstrangers.com Aaron Strout CMO, Powered, Inc. Twitter: @aaronstrout eMail: [email_address] Blog: www.stroutmeister.com Why You Guys?

Agenda

What is social media really?

Tools, Tools, Platform and Tools

Social Media is in your marketing DNA

Does it really work for B2B?

Social Media + Content = Community

Measurement Techniques

Getting Our Hands Dirty Three Things to NEVER do in Social Media Five Steps To Get Involved with Social Media Right Now

What Is Social Media?

Social media : content created by people using highly accessible and scalable publishing technologies. At its most]

basic sense, social media is a shift in how people discover, read and share news, information and content. […] Social media has become extremely popular because it allows people to connect in the online world to form relationships for personal and business. […]

The REALLY Important Words Social media : content created by people using highly accessible and scalable publishing technologies. At its most] basic sense, social media is a shift in how people discover, read and share news, information and content. […] Social media has become extremely popular because it allows people to connect in the online world to form relationships for personal and business. […]

Tools, Tools, Platforms, Tools

Twitter

Facebook

Step #1: Listen

Step #2: Plan

Step #3: Make Mistakes

Step #4: Make It Part of Your Day

Step #5: Integrate Campaigns

Social Media Is In Your Marketing DNA

Social Media Lives in Your Company

Social Media Lives in Your Marketing

OK, So Who Is Doing This Well?

This is NOT Social

This is ALSO Not Social

Nor is this Social

Social Media + Content = Community

Sample subject: Running If you don’t know your audience’s preferences, start small and test - or just ask them. Good Social Media Begets Good Community Begets Good Content Subject Depth article tutorial workshop video

Content: The 7 commandments

To create killer content, thou shalt…..

never (ever, ever, ever) create infomercials.

align content strategy to (community) business objectives.

be realistic about the community’s propensity to contribute content and commune.

offer depth and breadth of content topics.

acknowledge differences in learning styles and diversify formats.

keep the content fresh and relevant but create (some) content that will have a long life.

listen to your audience and optimize to meet their needs.

Successful communities must be nurtured February 2008 Forrester: “Online Community Best Practices”

http://www.facebook.com/AtkinsDiet http://community.atkins.com/ Community Case Study: Atkins

And then Comes Measurement Community Key Performance Indicators

% more likely to recommend your brand

Community referrals

Social syndication

Actual online transactions & revenue

Reported purchases

% of clicks to brand products

% More likely to purchase

% Planning to purchase

% return visitors

% retention year to year

Share of household/wallet

Planned brand purchases

Community registrations

E-mail opt-ins

Time per visit

Content optimization measures: Views, clicks on calls-to-action, ratings, survey feedback

Social Media = Marketing = $$$ $

Measurement Techniques: Better Traffic

Measurement Techniques: SEO Juice/Community Building

Measurement Techniques: Sales Leads!

B2B Social Media Marketing Techniques: Measuring the Impact from Creation to Closed Deal

by Kyle Flaherty on Dec 08, 2009

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B2B Social Media Marketing Techniques: Measuring the Impact from Creation to Closed Deal — Presentation Transcript