How to Make the Most of Social Media as a Marketing ToolLeigh HopwoodB2B Technology Marketing Consultant21 September 2011 Website www.reddmarketing.co.uk Email email@example.com Call 07746 249132 LinkedIn /leighhopwood Twitter @leighhopwood Facebook ReddMarketing Skype leighhopwood
Why it matters to us… 69% of B2B buyers use social networks “primarily for business networking and development.”*1 90% of B2B companies are using LinkedIn or Facebook*2 88% of B2B companies have a Twitter presence; 77% display a LinkedIn page*3 21% of B2B companies can consistently demonstrate ROI from social media investment*4 46% of companies using Twitter, LinkedIn, Facebook or a company blog acquired a customer from that channel in 2010*5 23% of technology purchasers are active content contributors on social media*6 *1Source: KnowledgeStorm *2,3,4Source: B2B Marketing Social Media Benchmarking Report 2011 *5Source: HubSpot’s The State of Inbound Marketing 2010 *6Source: IDG Knowledge Hub
Why it matters to us… Direct interaction with your target audience Potential to build your network and beneficial relationships Real time delivery of communications Message amplification Opportunity for a B2B technology company to be humanised Your business can win business, improve customer relations, improve brand reputation, increase operational efficiencies...
How to make social media work Understand the platforms What’s available; Blog, LinkedIn, Twitter, Facebook, YouTube… Where is your audience engaged? Have a clear reason Brand awareness and/or positioning Thought leadership Interaction with audience Lead generation Driving website traffic SEO Building communities; internal and/or external
How to make social media work Publish a social media policy Who is authorised to publish content? What are the guidelines? Approval processes Persona’s; corporate and individuals Consequences of unauthorised activity Plan for the long term Ensure consistent and continued use of the platform The right people onboard; CXO’s, Directors and experts Processes in place to write and deliver content Integrate social media into your marketing Align marketing messages Plan it
How to make social media work Tell your audience Promote your platforms on email signatures, adverts, other social media sites, newsletters, emails, PR Measure platform effectiveness Is each platform delivering on its objective? Fine tune, keep up to date Build internal confidence Encourage sharing of content New customers from social media channels Number of followers Impact on the market/audience