5 TIPS FORIMPROVING B2B SOCIAL MEDIA ROIANOL BHATTACHARYA
GETIT COMMSMARKETING SOLUTIONS FOR HI-TECH & TELCO COMPANIES• CONSULTANCY• CUSTOM CONTENT CREATION• DELIVERY, DEPLOYMENT  ...
www.B2Bento.com
#1. FISH WHERE THE FISHES ARE   PROSPECTS - WHERE ARE THEY IN SOCIAL MEDIA?                                         NO    ...
MarketersSocial MediaBandwagon
Blah Blah          Blah Blah              I can has Fans?             BlahSocial Media Douche-bag Expert
Ch  a-C     hin        g!
Few months later....
4 Followers   • Mom   • Dad   • Neighbors   dog
Where is love?!
PROSPECTS - WHERE ARE THEY IN SOCIAL MEDIA?
PROSPECTS - WHERE ARE THEY IN SOCIAL MEDIA?   Outbound Analysis
PROSPECTS - WHERE ARE THEY IN SOCIAL MEDIA?   Inbound Analysis
*data for illustration purpose only          500          375          250          125             0            Total    ...
*data for illustration purpose only          500          375          250          125             0            Total    ...
*data for illustration purpose only          500                                              500          375            ...
#2. WHO IS MOVING MY CHEESE?    INFLUENCER MAPPING    We’d like to talk     to you about      CHEESES      Church Mouse
*data for illustration purpose only    INFLUENCER MAPPING     • Who are talking about your product(s)?     • Who are talki...
*data for illustration purpose only    INFLUENCER MAPPING     • Who are talking about your product(s)?     • Who are talki...
#3. IGNITING CONVERSATION     CONTENT STRATEGY  And it’sWireless too
BE REMARKABLEIGNITE CONVERSATIONSremarkableadjectiveworthy of attention; striking
CONTENT FOR SOCIAL MEDIAUSE HUMAN LANGUAGEIT’S ABOUT ‘THEIR’ BUSINESS CONTEXT, NOT YOUR PRODUCTAVOID GOBBLEDYGOOKS “next g...
#4. EVERYTHING IS RELATIVE    BENCHMARKING METRICS   Trivia : Einstein first thought of ‘Relativity Theory’            at ...
*data for illustration purpose only    COMPETITIVE BENCHMARKING                                                           ...
#5. THE HOLY GRAIL       CONVERSION TRACKINGNot ‘Gruel’, stupid!  I said find the      GRAIL!
ROI - THE HOLY GRAIL: CONVERSION METRICS SOCIAL ANALYTICS - WEB ANALYTICS  http://youtu.be/R3oMvpwifUo                 goo...
CONVERSION METRICSCAMPAIGN AND URL TAGGING1. CREATE GOAL
CONVERSION METRICSCAMPAIGN AND URL TAGGING1. CREATE GOAL                           Thank you page
CAMPAIGN AND URL TAGGING2. TAG URLhttp://b2ben.to/o3EcOH?utm_medium=socialmedia&utm_source=twitter&utm_campaign=ebookv2   ...
CAMPAIGN AND URL TAGGING2. TAG URL                                  Google Analytics URL Builder: http://goo.gl/bCkQ3http:...
CAMPAIGN AND URL TAGGING3. CREATE SHORT URL
CAMPAIGN AND URL TAGGING
CAMPAIGN AND URL TAGGING
ANOL BHATTACHARYA
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SES SG Presentation

  1. 1. 5 TIPS FORIMPROVING B2B SOCIAL MEDIA ROIANOL BHATTACHARYA
  2. 2. GETIT COMMSMARKETING SOLUTIONS FOR HI-TECH & TELCO COMPANIES• CONSULTANCY• CUSTOM CONTENT CREATION• DELIVERY, DEPLOYMENT & ENGAGEMENT SOLUTIONS
  3. 3. www.B2Bento.com
  4. 4. #1. FISH WHERE THE FISHES ARE PROSPECTS - WHERE ARE THEY IN SOCIAL MEDIA? NO FISHING
  5. 5. MarketersSocial MediaBandwagon
  6. 6. Blah Blah Blah Blah I can has Fans? BlahSocial Media Douche-bag Expert
  7. 7. Ch a-C hin g!
  8. 8. Few months later....
  9. 9. 4 Followers • Mom • Dad • Neighbors dog
  10. 10. Where is love?!
  11. 11. PROSPECTS - WHERE ARE THEY IN SOCIAL MEDIA?
  12. 12. PROSPECTS - WHERE ARE THEY IN SOCIAL MEDIA? Outbound Analysis
  13. 13. PROSPECTS - WHERE ARE THEY IN SOCIAL MEDIA? Inbound Analysis
  14. 14. *data for illustration purpose only 500 375 250 125 0 Total Facebook LinkedIn Twitter
  15. 15. *data for illustration purpose only 500 375 250 125 0 Total Facebook LinkedIn Twitter
  16. 16. *data for illustration purpose only 500 500 375 333 Informal connections! 250 167 125 0 0 LinkedIn Facebook Twitter Forums Industry Blog Youtube Total Facebook LinkedIn Twitter DD Engage Client
  17. 17. #2. WHO IS MOVING MY CHEESE? INFLUENCER MAPPING We’d like to talk to you about CHEESES Church Mouse
  18. 18. *data for illustration purpose only INFLUENCER MAPPING • Who are talking about your product(s)? • Who are talking about your product category? • Who are talking about your competitors? • Where are the social media watering holes?
  19. 19. *data for illustration purpose only INFLUENCER MAPPING • Who are talking about your product(s)? • Who are talking about your product category? • Who are talking about your competitors? • Where are the social media watering holes? Top Influencers (Apart from FB,Twitter, LI and YouTube) Sen$ment Influence Country 8% 3%4% 2% 3% newsblaze.com 83.3%  (+) 6 Philippines 3% 1% Australia blog.china.alibaba.com 100%  (+) 6 China China (+HK) arnnet.com.au 100%  (+) 6 Australia 23% India Indonesia audiokarma.org -­‐-­‐ 4 Sri  Lanka Thailand my.ktvu.com -­‐-­‐ 4 China 54% Japan Malaysia blog.engglib2.upd.edu.ph 100%  (+) 4 Philippines Philippines asia.tmcnet.com 100%  (+) 6 Asia Vietnam
  20. 20. #3. IGNITING CONVERSATION CONTENT STRATEGY And it’sWireless too
  21. 21. BE REMARKABLEIGNITE CONVERSATIONSremarkableadjectiveworthy of attention; striking
  22. 22. CONTENT FOR SOCIAL MEDIAUSE HUMAN LANGUAGEIT’S ABOUT ‘THEIR’ BUSINESS CONTEXT, NOT YOUR PRODUCTAVOID GOBBLEDYGOOKS “next generation,” “flexible,” “robust,” “world class,” “scalable,” “easy to use,” “cutting edge,” “mission critical,” “market leading,” “industry standard,” “turnkey,” “groundbreaking,” “interoperable,” “best of breed,” “user friendly,” etc.
  23. 23. #4. EVERYTHING IS RELATIVE BENCHMARKING METRICS Trivia : Einstein first thought of ‘Relativity Theory’ at a FAST food restaurant queue
  24. 24. *data for illustration purpose only COMPETITIVE BENCHMARKING Cisco Tandberg Polycom Avaya Radvision VIDEO CONFERENCING 5% •  Competitive Benchmarking : 7% Cisco + Tandberg vs. Polycom+ Radvision + Avaya 4% •  Keywords (*mandatory keyword) 7% Cisco:"video"conferencing,"telepresence,"tp,"cisco*"" Tandberg:"video"conferencing,"telepresence,"tp,"Tandberg*"" Polycom:"rpx,"otx,"atx,"hdx,"cma"desktop,"qdx,"vvx,"rmx,"dma,"polycom*" Avaya):"video"conferencing,"avaya*" Video"Conferencing"(Radvision)"Keywords:"video"conferencing,"scopia,"radvision*" 77% •  Country"data"aggregated:"" Australia, India, Indonesia, Korea, Malaysia, New Zealand, Philippines, Singapore Australia Cisco + Tandberg India Polycom + Avaya + Radvision Indonesia Korea Malaysia New Zealand Philippines Singapore Total 0 175 350 525 700
  25. 25. #5. THE HOLY GRAIL CONVERSION TRACKINGNot ‘Gruel’, stupid! I said find the GRAIL!
  26. 26. ROI - THE HOLY GRAIL: CONVERSION METRICS SOCIAL ANALYTICS - WEB ANALYTICS http://youtu.be/R3oMvpwifUo googleanalytics
  27. 27. CONVERSION METRICSCAMPAIGN AND URL TAGGING1. CREATE GOAL
  28. 28. CONVERSION METRICSCAMPAIGN AND URL TAGGING1. CREATE GOAL Thank you page
  29. 29. CAMPAIGN AND URL TAGGING2. TAG URLhttp://b2ben.to/o3EcOH?utm_medium=socialmedia&utm_source=twitter&utm_campaign=ebookv2 Short URL Medium Source Campaign
  30. 30. CAMPAIGN AND URL TAGGING2. TAG URL Google Analytics URL Builder: http://goo.gl/bCkQ3http://b2ben.to/o3EcOH?utm_medium=socialmedia&utm_source=twitter&utm_campaign=ebookv2 Short URL Medium Source Campaign
  31. 31. CAMPAIGN AND URL TAGGING3. CREATE SHORT URL
  32. 32. CAMPAIGN AND URL TAGGING
  33. 33. CAMPAIGN AND URL TAGGING
  34. 34. ANOL BHATTACHARYA

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