Presentation given by Marc Keating, Head of Digital, IAS B2B Marketing at the 2011 B2B Marketing social media seminar. The presentation explores where social media fits into the marketing strategy, integrating social channels, and analysing who and where your social audience are.

1. B2B MARKETING SEMINAR ANALYSING WHO AND WHERE YOUR SOCIAL AUDIENCE ARE By Marc Keating @marckeating

4. Social media strategy Integrating social media

5. SOCIAL MEDIA STRATEGY Web sites Landing pages Mobile Apps Social channels Content PPC Search Display PR E-mail D-mail Facebook Twitter Viral Shares Re-tweets Blogs Paid Owned Earned Social media Brand Marketing Campaign Dialogue Marketing Brand Strategy Marketing Strategy Business Strategy Brand Experience Analytics

6. PUSH / PULL

7. PUSH / PULL

11. PLATFORM ARCHITECTURE PPC/Search PPC/Search PPC/Search More static More active Video Micro Blogs Images Documents SMPR Content optimisation Conversation optimisation Blogs Social networks Q&A platforms Bookmarks Mobile Web site integration Monitoring Management Measurement namechk.com (search for your brand name)

12. PLATFORM ARCHITECTURE PPC/Search PPC/Search PPC/Search More static More active Video Micro Blogs Images Documents SMPR Content optimisation Conversation optimisation Blogs Social networks Q&A platforms Bookmarks Mobile Web site integration Monitoring Management Measurement

13. SOCIAL MEDIA PROCESS Planning Design Development Implementation Review Objectives: Evaluate the opportunity Scope out the strategy and create designs Set-up and implement channels and tracking Roll-out the strategy and go live Report, measure and optimise Tasks: Develop keyword profile Conversation analysis Channel analysis SEO performance Audience analysis Define objectives Develop channel roadmap Develop content plan Develop target list Develop standards Creative development Designs Account registration Integration with Web Develop content Develop assets Set-up monitoring tools Set-up tracking tools Set-up dashboard tools Define roles Develop policies Develop guidebook Develop guidelines Develop workflows Develop training plan Post/seed content Set up SMNR Set up reports Conduct ongoing monitoring Quarterly reviews Deliverables: Keyword profile Research analysis doc Audience analysis profile Strategy doc Roadmap doc Distribution schedule Target list Design visuals Final artwork Channels set-up Web feeds integrated Channel content Tracking tools set-up Policy doc Guidebook doc Guidelines doc Workflow diagrams Training plan All channels live Activity reports

14. Defining your audience Analysis and segmentation

19. KEY INFLUENCER GROUPS Target group Volumes Description Advocates/fans Medium Existing customers who champion your brand, product and services. Traditional media Low Traditional media outlets including reporters, journalists who already reach our intended audience. Influencers/trust agents Medium Individuals who focus the majority of their updates/content on a specific topic, industry or market. Champions High Share their views because they are passionate and compelled. Bloggers Medium This groups can steer, shape and galvanise activity that moves markets based on their views and are a recognised authority/expert. Tastemakers Low Remain focused on a topic and have earned substantial audience because of their experiences and views.

21. FINDING YOUR AUDIENCE Issues and needs Segments Job function and industry Audience Conversations Keywords What questions their asking Communities Brand terms, product terms Competitor brand terms, product terms Buzzwords, persona keywords, industry terms

22. WEB OF INFLUENCE What does our total market look like Which are our most important target groups How are our stakeholders connected How do we cluster for optimum communication What are their needs

23. CUSTOMER PERSONAS Understand their world How they search for products and services Where they source information When they enter the buying process Issues and questions they have

24. INITIAL RESEARCH Keyword refinement Google keyword generator Google insights for search

25. Finding your audience Researching groups and communities

27. AUDIENCE ANALYSIS APPROACH PPC/Search PPC/Search PPC/Search PPC/Search PPC/Search Video Micro Blogs Images Documents SMPR Blogs Social networks Q&A platforms Bookmarks Mobile Paid monitoring tools Keyword profile Target list Customers Broad Narrow Refine Free search tools Paid & free search tools

28. CHANNEL TASKS Channel: What to look for: Audience profiles Twitter lists #tags Connections Audience profiles (customers/prospects) Topic groups Q&A streams Company pages (customers/prospects) Category blog Influencer blogs Blog rolls Audience profiles Company pages Groups Audience profiles Channels Related videos Tools to help: We follow Tweet reach Search.Twitter LI Search filters Boardreader PostRank BlogPulse Alltop Technorati Blogged Manual research Create an ad tool (demographics) Manual research

29. INITIAL RESEARCH Social media monitoring Radian6 Platforms to consider

30. INITIAL RESEARCH Tools to get a quick all channel snapshot Socialmention Use these tools:

31. CHANNEL SEARCH Twitter Wefollow Search across these channels: Use these tools:

32. INITIAL RESEARCH Identify leading sites and reach Google Adplanner Web site profile

33. CHANNEL SEARCH Blog search PostRank Search across these channels: Use these tools:

34. REFINEMENT Influencer search and analysis Use these tools: Traackr

35. Case study “ Beat the wolf” Corus Colors

37. refurbishment

39. WE WOULD LIKE SOME ADS PLEASE Property owners, landlords, property management companies, ? Architects Contractors Property developers

41. WHAT WE FOUND Over 8k members within “facilities management” Over 11k members within the “property management” Key target prospects active within Twitter and YouTube

42. CONTACT STRATEGY SMPR News room Web TV, Podcasts, FAQ’s, Ask the expert, Samples, 3D examples, Downloads, Brochures Corus Colors group MD profile property groups LinkedIn strategy Twitter strategy Slideshare strategy YouTube strategy Staff profiles Target customers SMPR Press targets and social media cloud http://www.beatthewolf.com Property targets Comment tracking on key journals Corus Colors Web site SEO PPC Trade ads E-mail Wordpress Blog Text ads LinkedIn Architects and main contractors only Architects and main contractors only

43. STAKEHOLDER ANALYSIS Key market issues Content development Content roll-out plan Refurbishment priorities Product performance Installation Life performance Occupancy Cost Speed Health and safety Durability Aesthetics Availability Range Thermal performance Health and safety on site Integrity and quality of install Risk assessment Maintenance costs Guarantees Future proofing Lifecycle costs

45. CORUS TV AND MULTIMEDIA ASSETS

47. 5k Twitter Browser http://www.neuroproductions.be/twitter_friends_network_browser/

50. LINKEDIN PROFILES Links to other campaign Web sites and channels Wordpress blog feed pulled into site Keyword optimised profiles

51. GROUP DISCUSSIONS

53. thank you E-mail: marc.keating@iasb2b.com Web: iasb2b.com LinkedIn: http://uk.linkedin.com/in/marckeating