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Social Media B2B for PRSA Detroit


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Social Media B2B for PRSA Detroit

  1. 1. Social Media for B2B Tonja Deegan and Deana Goodrich Jan. 31, 2012
  2. 2. What’s Being Measured
  3. 3. What Should be Measured? • What are you trying to accomplish? – Leads/Sales • Track data from social media to website/action – Tools: Website metrics, social traffic, lead forms – Brand Awareness/Share of Voice • Measure amount/sentiment of mentions – Tools: Visible Technologies, Sysomos, Radian6, etc. – Customer Satisfaction • Track sentiment, referrals and repeat sales – Tools: Website metrics, customer surveys, referral tracking – Employee Relations • Measure employee satisfaction – Tools: Employee surveys
  4. 4. Faurecia Social Media • Selling in a B2B social media program – Demonstrate value • Monitor for company mentions • Leverage personal social media channels to build relationships – Start small and grow • e.g. – Create a social media channel for a specific campaign – Effectively communicate success • Use social media to – Share industry news and insights – Make your own news – Engage employees, customers and media – Give your business a personality
  5. 5. Social Media Measurement Engagement Twitter - RT, @Replies Facebook -Post views -Post feedback Influence - RT, @replies, post feedback from top followers/fans - Change Twitter profile from passive “explorer” to influential Action -Drive traffic back to the company’s website -In-person activities: Booth traffic, WOM mentions - Social media survey on
  6. 6. Success at LA Auto Show
  7. 7. @airfoilpr