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Social media made a roaring entrance in 2008 and gained even more notoriety in its ability to engage the masses on the heels of the U.S. presidential election. But, while there are any number of ...

Social media made a roaring entrance in 2008 and gained even more notoriety in its ability to engage the masses on the heels of the U.S. presidential election. But, while there are any number of success stories, experiences deploying social media for business have been anything but consistent, particularly for the uninitiated.

This short presentation is intended to begin the discussion about how to approach and explore social media marketing as a component of your branding, PR and demand generation initiatives, particularly for B2B enterprises.

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Social_Media_Marketing_for_the_Enterprise Social_Media_Marketing_for_the_Enterprise Presentation Transcript

  • Social Media for B2B Enterprises A Guide to Getting Started by Mike Cichon January 27, 2009
  • What is Social Media Marketing (SMM)? Primary Goals: Premise:
      • Consumers saturated and fatigued by impersonal broadcast messages
    • The Web has changed the way consumers shop and buy
    • Traditional “out-bound” programs produce low quality “leads”
    • More sophisticated consumers want to be educated not sold-to
      • Educating prospects before initial sales contact will shorten sales cycles
      • Growing influence via peer interaction, personal referrals, and “at large reviews”
      • High volume / low level of interaction
      • Knowledge x-fer relegated to Sales
    Argument:
    • Interruption-based tactics (e.g., email) are becoming ineffective
    Drive increased inbound website traffic, reduce “buying friction,” and augment paid search
  • Elements of SMM
    • Building and maintaining your on-line presence
      • Corporate website and 3 rd party sites
    • Developing rich persona-based content
      • Many tools and communication vehicles
    • Participating in discussions on the Web
      • Establish an organic path to your product / company
    • Measuring / monitoring
      • Define meaningful metrics and use them to analyze results
  • Hosted and placed content Associate expertise, authenticity and transparency with your brand Corporate Website Web-PR Forums Social Bookmarking Blog / Micro-Blog Wikis / Directories Other Social Media Social Networks
  • A few notable social media tools
    • Must Haves
    • Nice to Haves
    • Website
      • SEO and web-analytics (Google)
      • Blog (Wordpress, Twitter, Technorati)
      • Marketing automation (Marketo)
    • Web-PR
      • Optimized, direct to consumer press releases (Vocus / prweb)
    • Wikis / Directories
      • Wikipedia, ZoomInfo
    • Brand Monitoring
      • Google Reader / Blog, Twingly, SocialMention, Backtype
    • Social Bookmarking
      • Delicious
    • Social Networks
      • LinkedIn SIG
      • Facebook Fan Page
    • Other
      • Digg
      • Flickr
      • StumbleUpon
      • YouTube
      • Buzzlogic
      • Buzzmetrics
  • Types of content
    • Basic content
      • Webinars / seminars
      • Whitepapers
      • Value calculators
      • How-to guides
    • Advanced content
      • Videos / podcasts
      • E-books
      • Tools / toolkits
      • Flash demos
    Examples Conversation Agent e-Book Fast Company.TV Hubspot Grader Rearden Commerce Demos “ On the Web, you are what you publish.” David Meerman Scott The New Rules of Marketing an PR
  • Participating in the blogsphere
    • Listen
      • Identify top bloggers and subscribe to their feeds
      • Configure alerts / widgets to search for mention of company and key competitors
    • Join the conversation
      • Start blogging and actively commenting
      • Adopt a conversational tone
      • Give perspectives and ask for input
      • Link to influencers and encourage them to link to you
  • Measuring success (Best Practice)
    • 1) Measure traffic, validate source
      • Unique visitors
      • eMail / RSS subscriptions
    2) Correlate to leads 3) Correlate to conversions (closed deals) Track to ROI and benchmark to other programs Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 0 1 2 2 5 6 7 5 8 8 7 15
  • Other (anecdotal) metrics
    • Inbound website links
    • Blog visitors / links
    • Twitter follows / retweets
    • Posts on forums
    • Votes for blog articles
    • Delicious bookmarks
    • LinkedIn connections
    • Questions answered on Yahoo Answers
    • Fans / friends on Facebook
    • Views on YouTube
    • StumbleUpon visitors
    Metrics like these illustrate increased touchpoints, interactions, and conversations, but are a bit less traceable to pipeline performance
  • Important questions to ask yourself
    • Who are your target buyers and how do they use the Web
      • Are the social technographics of your target market favorable
    • Where do your prospects hang out on the web
      • What sites and blogs do they visit on a regular basis
    • Who are the thought leaders in your market
      • Brief them on your products and invite them to contribute
    • Is social media appropriate to your goals / timeframe
      • Social media takes marketing resources for R & D
      • For B2B companies, measurable benefits will likely take 6 or more months to materialize
  • Other considerations … … stage of the product and market* New Product New Market New Product Existing Market New Product Re-segmented Market
    • Target market might recognize need, but is unaware a solution exists
    • Innovators will recognize solution when they see it
    • Few if any active shoppers
    Market Type Market Characteristics Role of Social Media
    • Well educated target market aware of need
    • Many active buyers, late majority value shoppers
    • Early adopters seeking next generation solutions
    • Well educated target market aware of need, but predisposed to existing solutions
    • Many active buyers and value shoppers
    *Reference: The Four steps to the Epiphany Educate the market and create demand especially among early adopters as there is no ready mass market Generate broad awareness and buying interest by augmenting traditional demand gen, advertising, PR, and channel strategies Cultivate debate or conflict to re-orient buyers and divide the market, creating a niche or segment that can be dominated.
  • One last thought… “ When thinking about what social media is going to do for your business, please be wary of setting it up to be the salvation, the be-all, the life raft. It’s a set of tools, a strategy, and a handful of tactics. It’s not always appropriate. It’s not always the best thing in the world. But it’s not a guaranteed everything.” … ChrisBrogan.com Social Media is not a Life Raft January 23, 2009 Social media should usually complement (not replace) traditional demand generation, PR and advertising programs
  • Social media marketing summary
    • Ensure a professional presence everywhere on the Web your target market is likely to visit and provide links to your content
    • Place conversational mentions of the company / product in various blogs, forums and other editorial venues where target prospects are likely to encounter and consume them
    • Make the company / product easy to find via natural search
      • Develop appropriate keyword, content and link strategies
    • Enlist the help of market influencers to engage in on-line thought leadership discussions
    • Attract visitors to higher value content and provide them access via registration and opt-in programs
    • Define and measure success metrics / tailor programs
  • Recommendations
    • Start by optimizing your website for keyword search
    • Optimize press releases for keyword search
    • Evaluate / adjust paid search campaigns
    • Start a blog, use keyword anchor text in subject lines
    • Monitor your brand for mentions across the web and comment when / where appropriate
    • Develop a strategy to build inbound links to your website
    • Develop a comprehensive content / collateral plan and allocate appropriate resources to it
    • Compare to other programs and adjust as necessary
  • n Thank You!
  • About Mike Cichon I am a Web2.0 / SaaS marketing specialist with extensive hands-on experience in go to market strategy and execution. Over the course of launching several products to market I have developed a consistent track record and deep hands-on experience in messaging / positioning, go-to-market planning, and crafting effective demand generation programs. Over the past 10 years I have enjoyed working with several technology companies in Silicon Valley. I’ve learned from experience how to use the latest marketing and public relations strategies to help products get noticed in today’s crowded markets. LinkedIn Profile New Blog Friendfeed StumbleUpon Bookmarks Twitter