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

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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 …

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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  • Hi, I’m Kyle Flaherty…and here is how you can reach me. Right now I’m director of marketing working for Pam O’Neal. What more do you need to know about me before we start?
  • Ask audience for words they would use to describe social media, get them involved a bit in the beginning, then reveal definition and go to next slid.e
  • Meshes with words people brought up.
  • Ask audience who is on Twitter? LinkedIn? Facebook? Etc. Get a feel for personal socmed use. If social media is powered by the desire to interact more closely with your business constituents, social media tools are the fuel. Twitter, LinkedIn, Facebook, Ning are simply starters...but good ones to start with because otherwise you start biting off way more than you can chew. Let’s take a look at three of the most popular social media platforms, Twitter, LinkedIn and Facebook, and discuss B2B best practices and how you can get started today. We will also cover what to look out for along the way and how to get buy-in from executive staff AND legal.
  • It’s a no brainer and should always be number one on your list. I’ve done several calls with our sales team over the past few weeks where someone brought up that they doubted their prospect even knew what Twitter was let alone use it…to only be met by my research on search.twitter.com. Every morning I spend nearly the first two hours of my day reviewing 797 RSS feeds that we monitor for blogs, key words and of course Twitter conversations. In fact I counted last night and more than 40% of those feeds are from searching Twitter. I blogged on this topic a little while ago…first step if you are getting into this from a marketing stand point…got to search.twitter.com, put in, one at a time, your top five keywords you want to be known for and set up RSS feeds for each of these terms. In a month you are going to have a bunch of folks talking about those keywords, which are essentially topics within YOUR story! If you find nothing after that month, try five more keywords and if you find nothing after that next month, forget Twitter, it isn’t right for your marketing program today, and that’s ok.
  • Let’s assume you listened and you witnessed that your community is on Twitter talking. Don’t just grab an account, follow all these people and send them a link to a new program you have to sell your product…which by the way many B2B companies do. Calm down and create a plan of attack. Here are the questions you should ask: --who will twitter? --what is our editorial mission (i.e. story)? --Do we have a blog or some other place of interaction that we own that we can drive these folks? --What will happen when someone criticizes the company, our product or me? --What is our goal? HINT: It’s not a revenue number…that comes much later.
  • Last night I looked back at my Twitter history as @breakingpoint and could clearly see several mistakes that I had made. First off, I’m a marketer, not a technologist, so sometimes I say gigabit instead of gigabyte…but that is a HUGE mistake. You are going to make mistakes, you’re going to put up wrong info or a link that is broken. You are going to miss someone who tried to talk with you and by the time you get to them it is too late. You are going to get into debates with folks or have competitors try and slam you. Twitter is a storytelling machine, but it is moving really fast and sometimes you tell the story wrong every once in a while. Don’t get into this if you aren’t ready to get a little messy and break some eggs. In the long run you will succeed 90% of the time if you stick to your plan and as long as you don’t let the other 10% bother you too much all will go well.
  • Social Media is constantly changing, you skip a few days as a B2B and you are irrelevant. Sounds harsh or dramatic, but it’s true. If you have to, do what I do…schedule time to catch up on Twitter conversations, blog, LinkedIn, etc. This picture is my schedule from yesterday. These slots don’t mean I always Twitter during those times, since you should never Twitter if you don’t have something to say, but it’s a time I can read what folks are talking about, most likely click through to some blogs and news that is important, answer any pending Twitter questions and than get back to work. This works for me, something else may work for you…and don’t forget you’re balancing this with your personal Twitter life. It can be extremely difficult and I’ve seen my 8-6 personal Twittering go way down the past year, but that is what it will take to succeed. Keep telling the story.
  • Finally, Twitter for Twitter sake is pointless. You have other marketing programs, events, promotions…once you get that community behind you make sure to share these with the folks who are becoming your loyal following. Poster Story T-Shirt Story
  • Social Media must be part of your communications DNA…in it’s essence it is just another vehicle, a much more powerful vehicle, within your Marketing Mix. Go through each.
  • Why are the companies that are good at Social media Marketing good at social media marketing…they use tools + good content that is helpful to build community.
  • Don’t listen to anyone who tells you that you can not measure the impact of social media against your business. Not only is it possible, it is something you are going to have to do to sell it to management (see above). Taking real-life B2B examples we will show you how you can set up benchmarks and measurement techniques to track the overall impact your social media program is having from it’s creation through a closed deal. This will cover the impact social media has on web analysis, lead generation, SEO and more.
  • Time to put our money where our mouth’s are and actually run through a couple of live brainstorming activities for a few companies in the audience. During this portion we will work with the audience to examine a company, 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 currently have for CRM and web analytics.

Transcript

  • 1. B2B Social Media Marketing Techniques: Measuring the Impact from Creation to Closed Deal
  • 2. 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?
  • 3. 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
  • 4. 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. […]
  • 5. 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. […]
  • 6. Tools, Tools, Platforms, Tools
  • 7. Twitter
  • 8. LinkedIn
  • 9. Facebook
  • 10.  
  • 11. Step #1: Listen
  • 12. Step #2: Plan
  • 13. Step #3: Make Mistakes
  • 14. Step #4: Make It Part of Your Day
  • 15. Step #5: Integrate Campaigns
  • 16. Social Media Is In Your Marketing DNA
  • 17. Social Media Lives in Your Company
  • 18. Social Media Lives in Your Marketing
  • 19. OK, So Who Is Doing This Well?
  • 20.  
  • 21.  
  • 22. This is NOT Social
  • 23. This is ALSO Not Social
  • 24. Nor is this Social
  • 25. Social Media + Content = Community
  • 26. 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
  • 27. 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.
  • 28. Successful communities must be nurtured February 2008 Forrester: “Online Community Best Practices”
  • 29. http://www.facebook.com/AtkinsDiet http://community.atkins.com/ Community Case Study: Atkins
  • 30. 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
  • 31. Social Media = Marketing = $$$ $
  • 32. Measurement Techniques: Better Traffic
  • 33. Measurement Techniques: SEO Juice/Community Building
  • 34. Measurement Techniques: Sales Leads!
  • 35.