Social Media in B2B Communications

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These are the slides I delivered to PRMoment.com's latest conference in London on September 29th 2011. …

These are the slides I delivered to PRMoment.com's latest conference in London on September 29th 2011.

Social media measurement best practice:
- A toolkit for social media evaluation
- How to integrate your social media evaluation with your marketing measurement
How do you measure success in social media?
How do you measure outcomes from a social media campaign?

Richard Bagnall, Metrica & Gorkana Group

More in: Business , Technology
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  • That’s what Dell thought back in 2005 when they became one of the most famous case studies We were in the middle of it.
  • B2B companies that blog generate 67% more leads per month than those who do not 69% of B2B marketers are shifting their budgets toward social media 41% of B2B companies are acquiring customers through Facebook. 86% of B2B companies are using social media, compared to 82% of B2C companies. Social media helps B2B marketers improve search results
  • B2B companies that blog generate 67% more leads per month than those who do not 69% of B2B marketers are shifting their budgets toward social media 41% of B2B companies are acquiring customers through Facebook. 86% of B2B companies are using social media, compared to 82% of B2C companies. Social media helps B2B marketers improve search results
  • Not creating new and engaging content I’ve seen research that says 80% of tweets are links to published content. If you’re not constantly creating new content, you’re missing out on getting found online and getting shared. You absolutely need a business blog and you should be blogging at least several times a month. The more you blog, the more traffic (and leads) you’ll get. Businesses that blog four or more times per week see the biggest increase in traffic and leads. Not effectively aligning social media efforts with traditional marketing We see this all the time. A company puts a QR code on a billboard and calls it integrated marketing. Or they have a Facebook Page and think they’re “doing” social media. Wrong. Start with the customer in mind. What are their needs? What are their pain points? Know your audience first, make sure you’re delivering value to them, and keep your messaging consistent across all channels. Social media should be integrated across your entire business – not only with marketing – but customer service, sales, and product development. Not measuring the impact of social media We are firm believers that businesses can’t manage what they don’t measure. First examine the challenges your business is facing and then use the right tools (social media or otherwise) to address those specific issues. The course of action taken should be measured with the same scrutiny as traditional marketing efforts. Check out social media metrics by Jim Sterne for some social media KPI’s you can measure against specific business goals.
  • One option is to use the profusion of platforms Built by software companies Not tailored to your objectives Attempt a One size fits all approach to measurement – therefore relies on scores and indexes. This is bad after the industry did so much to move away from spurious systems with Barcelona Principles
  • Delegates to the conference voted on 12 priorities they thought were most important to focus on in the period leading up to 2020.  The top four vote-getters became the  Measurement Agenda 2020 : How to measure the return on investment of public relations (89%) Create and adopt global standards for social media measurement (83%) Measurement of PR campaigns and programs needs to become an intrinsic part of the PR toolkit (73%) Institute a client education program such that clients insist on measurement of outputs, outcomes and business results from PR programs (61%)
  • AMEC’s Valid Metrics matrix The Valid Metrics guidelines take the form of a matrix, with the underlying logic of the matrix applicable to a number of different types of campaigns. Within the matrix, three phases have been defined to reflect a (very) simplified breakdown of how Public Relations works. In essence, PR can be boiled down to three phases: The messages or story is created and told The story is disseminated via a third party/intermediary, such as journalists, influencers or bloggers The story is consumed by the target audience, which if successful leads to behavior change and the desired business result
  • The old model is perhaps not relevant any more Don Bartholomew, Exposure, Engagement, Influence and Action. More at his blog. But here’s the problem. We have the oppo to measure more easily the good stuff – the out-takes and the out-comes . But this involves tailoring the metrics to client’s objectives. The volumes of content have encouraged large software companies making social media monitoring platforms – they have to make a one size that fits all so they measure what’s easy and also rely on their own scoring systems too EG influence –sounds so simple, but oh so elusive! Too big a topic for today Problem with these scoring systems is best explained by a greater brain than mine.. George Box
  • The media is changing. Brands now see it in 4 distinct categories – Paid, earned, shared and owned. This matrix puts those new communications processes against the 4 types of media
  • Next steps – PRSA Conference Social media conclave New Hampshire – October – bringing in IABC, Commscore, Nielsen, Web Analytics Association etc Then… the big ask
  • Philip: “You have been influenced when you think in a way that you otherwise would not have thought, or when you have done something you wouldn’t otherwise have done”
  • Engagement – when is a like a like? What about engagement you cant see? KDP describes process as lurking, casual, active, committed, loyalist
  • Sentiment – automation vs human, transparency into accuracy
  • Engagement – when is a like a like? What about engagement you cant see? KDP describes process as lurking, casual, active, committed, loyalist
  • Sentiment – automation vs human, transparency into accuracy
  • Engagement – when is a like a like? What about engagement you cant see? KDP describes process as lurking, casual, active, committed, loyalist
  • The old model is perhaps not relevant any more Don Bartholomew, Exposure, Engagement, Influence and Action. More at his blog. But here’s the problem. We have the oppo to measure more easily the good stuff – the out-takes and the out-comes . But this involves tailoring the metrics to client’s objectives. The volumes of content have encouraged large software companies making social media monitoring platforms – they have to make a one size that fits all so they measure what’s easy and also rely on their own scoring systems too EG influence –sounds so simple, but oh so elusive! Too big a topic for today Problem with these scoring systems is best explained by a greater brain than mine.. George Box
  • Thank you.

Transcript

  • 1. Social Media in B2B Communications September 29th 2011 Richard Bagnall Managing Director Metrica Insights & Evaluation Director, Gorkana Group
  • 2. Think social media is not for B2B organisations?
  • 3. Dell today
  • 4. 1 5 reasons social media is relevant to B2B companies
    • 67% more leads per month than those with no blog
    • 69% of B2B marketers are shifting budgets to social media
    • 41% of B2B companies are acquiring customers on Facebook
    • 86% of B2B companies & 82% of B2C companies are using social media
    • Social media helps improve search results
    http://socialmediatoday.com/chad-wiebesick/343431/five-awesome-b2b-social-media-statistics 25 Agust 2011
  • 5. 1 Think social media is not for B2B organisations? Think again!
  • 6. 1 3 dangerous B2B social media mistakes
    • Not creating new and engaging content
    • Not effectively aligning social media efforts with traditional marketing
    • Not measuring the impact of social media
    http://socialmediatoday.com/chad-wiebesick/366368/three-dangerous-b2b-social-media-mistakes
  • 7. So… you want to measure it… How?
  • 8.  
  • 9.
    • How to measure the ROI of PR
    • Create & adopt global standards for social media measurement
    • Measurement of PR Campaigns needs to become an intrinsic part of the PR Toolkit
    • Client education so they insist on measuring outputs, outcomes & business results
    Lisbon’s Measurement Agenda 2020
  • 10. http://ameceuropeansummit.org/amecorgdocs/ValidMetricsFramework7June2011PresentationVersion.ppsm
  • 11. Output Out-take Outcome http://metricsman.wordpress.com/
  • 12. http://metricsman.wordpress.com/
  • 13. Social Media Measurement Standards Coalition
  • 14. AMEC’s big challenges 1. Influence
  • 15. AMEC’s big challenges
  • 16. AMEC’s big challenges
  • 17. AMEC’s big challenges
  • 18. What social media influence is not Credit: http://www.slideshare.net/Sheldrake/influence-the-bullshit-best-practice-and-promise
  • 19. AMEC’s big challenges 1. Influence 2. Engagement 3. Sentiment
  • 20. AMEC’s big challenges
  • 21. AMEC’s big challenges 1. Influence 2. Engagement 3. Sentiment 4. Monitoring / content
  • 22. AMEC’s big challenges
  • 23. AMEC’s big challenges 1. Influence 2. Engagement 3. Sentiment 4. Monitoring / content 5. Terminology
  • 24. 17 th November 2011 http:// www.londonmeasurementconference.org /
  • 25. [email_address] www.metrica.net/measurementmatters @richardbagnall www.linkedin.com/in/richardbagnall Let’s keep talking: Copyright applies to this document –some rights reserved. This work is licensed under a Creative Commons. Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0 www.facebook.com/metricameasures