1. Marketing &
Social Media
B2B Marketing
The Social Media
Value Chain

2. Morgan
Davis
@Morgan_K
Trevor
Dufresne
@TtotheDufresn

3. Social Media
Value
The B2B
Social Media
Value Chain
Recommend
ations

4. Business to
Business is
about the
people

5. Social
Media
Value

6. End user education
Public Relations
Search Engine
Optimization (SEO)

7. Influence
Monitoring
Calling out prospects

8. The Social
Media Value
Chain

10. Exposure
Total number of visits directed from
social locations
Number of fans, followers, friends
Brand recognition

11. Acknowledgemen
trospect acknowledgement
P
Total visits
Where they came from
When they got there
How they got there
Measure the conversion
rates from visitor to active
participator

12. Conversation

13. Conversation
Measurement
Numbers
Total users
Mentions
Links
External traffic

14. Conversation
Activity type
Sharing
Posting
Developing content
Blog
Video
Reviews

15. Conversation
Private/Public Platforms
Personal blogs
Public blogs
Facebook
Linked in
Youtube

16. Conversion
Demonstration of Commitment
Subscriptions
Reactions
Reviews
Comments
Shares
Response
Provide the information they need
Demonstrate value
Build the relationship
Purchase
What % of the users become buyers?

17. Advocacy
Identification of people of influence
Find their platforms
Find their audience
Influence
Engage them
Create value for them
Promoting our message
Communicating with them
Inviting them to discuss on their platform

18. Recommendation
s
Have a clear objective
Being there is not enough
Say something of value
Support campaign with content on
website
Forge Social media partnerships

19. Questions and
Answers
All images taken from Google Search and Flikr under
Creative Commons license

20. Thank
You