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Social Media for B2B / Growth Hacking

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I delivered this presentation to product management students at Stanford University, Continuing Education. The focus is on using social media for B2B startup marketing. Find out how to #GrowthHack and measure your ROI.

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Social Media for B2B / Growth Hacking

  1. 1. Social Media for B2B #GrowthHacking Natascha Thomson CEO, Marke+ngXLerator @NaThomson
  2. 2. @NaThomson 2
  3. 3. @NaThomson Agenda 1.  Introduction to #GrowthHacking for B2B 2.  Why focus on Social Media? –  Your Brand 3.  Strategy 4.  The Top 4: Facebook, LinkedIn, Twitter, Google
  4. 4. @NaThomson Owned vs. Earned vs. Paid •  Owned •  Facebook Profile •  Facebook Page •  Organic posts •  Content •  Earned •  Engagement in Facebook Groups •  Engagement with people who liked the Page •  Sharing of content •  Commenting on posts •  Paid •  Boosted Posts •  Advertising Source: SmartInsights.com
  5. 5. @NaThomson 5 Source: Nielsen.
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  7. 7. @NaThomson Forrester: Buyer’s Journey Has Changed •  70-90% of the buyers journey is complete prior to engaging a vendor. •  Consumers engage with an average of 11.4 pieces of content before purchase
  8. 8. @NaThomson Buyer Cycle: Past Source: Robin Grant: The purchase funnel is no more.
  9. 9. @NaThomson Buyer Cycle: Present “Consumer’s Decision Journey” Source: Robin Grant: The purchase funnel is no more; via McKinsey.
  10. 10. “You need to develop ways for people to talk about your product, so that word of mouth (WOM) works.” ~ McKinsey Global Marketing & Sales Practice Source: Robin Grant: The purchase funnel is no more.
  11. 11. @NaThomson 11 Source: Harvard Business Review & Gartner.
  12. 12. Why Social Media
  13. 13. @NaThomson 13 Source: Danielle Herzberg, Hubspot
  14. 14. @NaThomson Ignore (Social Media) at Your Own Risk 1.  LISTEN 2.  PULL 3.  FISH WHERE THE FISH ARE 4.  HUMANIZE & CONNECT Picture: Boo – The Cutest Dog in the World.
  15. 15. @NaThomson 15 WeAreSocial.com
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  24. 24. @NaThomson Where to Find Target Audience Data…
  25. 25. @NaThomson 25
  26. 26. @NaThomson Impact: Get through to me. Peak my interest. Make me want to take ac=on. n  Talk to me where & when I am n  Get my aOen+on n  Court me n  Engage & convince me n  Make it easy for me The Big Picture (Consumer View) Brand Posi=oning / Message Promo=on Portray: Who are you? n  (Brand) Iden+ty n  Promise/Differen+ator Convince: Why should I care? n  Know & meet my needs n  What’s uniquely relevant about you? n  Why should I trust you? Got proof? Awareness èEngagement èConversion
  27. 27. @NaThomson Your Brand Based on your brand, people decide if they want to connect. Based on your content, people decide if they want to stay connected.
  28. 28. @NaThomson What Do You Want To Portray?
  29. 29. @NaThomson Self-Branding Tips 29 Creating a Brand 1.  What is your area of expertise? 2.  What image would you like to portray (in the industry)? 3.  What information can you share to add value? As Gauthier puts it: “What is that one thing?”
  30. 30. @NaThomson Social Media Self-Branding 1.  Research your prospects and leverage context 2.  Identify and connect with relevant influencers 3.  Establish yourself as a trusted expert 30
  31. 31. Strategy
  32. 32. @NaThomson Impact: Get through to me. Peak my interest. Make me want to take ac=on. n  Talk to me where & when I am n  Get my aOen+on n  Court me n  Engage & convince me n  Make it easy for me The Big Picture (Consumer View) Brand Posi=oning / Message Promo=on Portray: Who are you? n  (Brand) Iden+ty n  Promise/Differen+ator Convince: Why should I care? n  Know & meet my needs n  What’s uniquely relevant about you? n  Why should I trust you? Got proof? Awareness èEngagement èConversion
  33. 33. @NaThomson The 5 Key Strategy Elements Copyright by 1.  Objectives 2.  Target Audience 3.  Social Channels 4.  Tactics 5.  Measurement
  34. 34. @NaThomson Target Audience Segmentation Customer base Market SegmentsIndustry Geos Line of Business (LoB) Net New or Install Base? Titles, Roles? SMB, Medium, Enterprise? Retail, High-Tech etc. or Horizontal? North America, EMEA, APAC etc.?
  35. 35. @NaThomson http://www.pewinternet.org/2015/10/08/social-networking-usage-2005-2015/
  36. 36. @NaThomson 36 http://www.pewinternet.org/2015/10/08/social-networking-usage-2005-2015/
  37. 37. The Top 4: Facebook, LinkedIn, TwiOer, Google
  38. 38. @NaThomson USA
  39. 39. @NaThomson 39 The Mobile Revolution 68% of Facebook Users Access the Network via Smartphone. Brandon Gaille
  40. 40. @NaThomson Source: Social Media Examiner. Be Human
  41. 41. @NaThomson Global
  42. 42. @NaThomson USA
  43. 43. @NaThomson Global
  44. 44. @NaThomson USA
  45. 45. @NaThomson USA
  46. 46. @NaThomson Global
  47. 47. @NaThomson Global
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  49. 49. @NaThomson 49 B2C
  50. 50. @NaThomson 50 B2C
  51. 51. @NaThomson 51 B2B
  52. 52. @NaThomson Maersk Social Media Strategy: Each Maersk social channel has its own approach •  Instagram: Followers can post pictures of ships, #Maersk •  LinkedIn: Maersk posts articles about work culture & jobs Outcome Study: Maersk second only to Lego in terms of Facebook engagement (1.5m FB fans, 15% customers). 52
  53. 53. @NaThomson Maersk: Social Media Strategy •  Strategy: Tell stories about the business •  Each social channel has its own approach •  ROI: •  Increased brand awareness •  Higher employee satisfaction •  New market insights •  Closer to customers 53
  54. 54. @NaThomson Maersk Campaign Example •  Story : How Maersk shipping containers navigate the frozen Baltic Sea •  Campaign: FB > Landing Page > (Gated) Brochure on anti-freeze services •  ROI: 150 “Hot Leads” passed to Sales 54
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  57. 57. @NaThomson Failed Practice: Heifer Non-Profit: Heifer International •  Spent: £2,800 on Facebook Ads •  Reached: 6.4 million Users •  Engaged: 1,000s of Likes & Shares •  Effect: 30 Donations •  ROI: £13.50 spent for every £1 raised 57 Non-Profit
  58. 58. Measurement & ROI
  59. 59. @NaThomson Moz.com
  60. 60. @NaThomson Moz.com
  61. 61. @NaThomson Moz.com
  62. 62. @NaThomson “Just 15% of CMOs have quantitatively proven the impact of social media.” 62 The CMO Survey: Highlights & Insights
  63. 63. @NaThomson Sample Metrics REACH (how many potential eyeballs?) ENGAGE (how many interactions?) ACT (response to call to action) ADVOCATE & SHARE (satisfaction and loyalty) AWARENESS Volume (e.g., # of fans, followers) Interaction (e.g., # of retweets or shares) Click-Thru ( e.g., click-thru on bit.ly links) Shares (e.g., # of shares or # of repeat visits) INTERACTION Volume (e.g., # of visits to company blog) Interaction (e.g., # of comments per post) Conversion (e.g., # of downloads of solution whitepaper) Referral (e.g., # of referrals to friends) INTENT Contact (e.g., # opt-ins for newsletter) Depth (e.g., # of click- thru on 2nd level links) Conversion (# of leads generated) Retention (e.g., # of inquiries from installed base)
  64. 64. @NaThomson GOOGLE ANALYTICS
  65. 65. @NaThomson Example Success Metrics 1.  Follower growth rate (%) 2.  Likes / Shares / Comments 3.  Conversion Rates
  66. 66. @NaThomson 5 Enterprise Tools 1.  Salesforce Marketing Cloud 2.  eClincher 3.  DataSift 4.  Tracx 5.  Sprinklr 66
  67. 67. @NaThomson 5 Free(mium) Tools 1.  Bufferapp + Applet 2.  Bitly 3.  Twitonomy 4.  eClincher 5.  Twitter Analytics & TweetDeck 67
  68. 68. @NaThomson 68 Google.com/Alerts
  69. 69. @NaThomson VIDEO: An Introduction to Social Media Automation 69 Source: Post Planner.
  70. 70. @NaThomson The 12 Commandments of Social Media Thou shalt: 1.  Determine thy organization's goals for social media. Social media shall be employed under a flexible plan to meet those goals. 2.  Know thy target audience and community. 3.  Know thy organizational culture and voice. Speak to your audience in your voice. 4.  Listen. If you do nothing else, listen to what people are saying about your organization, products or services, competitors and environment. 5.  Be social. It is called SOCIAL media: Engage your community. 6.  Be patient but measure results! Progress takes time but must be monitored. 7.  Not attempt to be on every platform. Prioritize on the social platforms that meet your objectives, audience, and resources best. 8.  Be authentic 24/7/52. 9.  Show thy passion. Involve your stakeholders emotionally. 10.  Be consistent with message, principles and tone. 11.  Produce great targeted content. 12.  Use good manners. If you are angry delay your post or tweet and read it again before posting. 70Source: Professor Gary Schirr; LinkedIn Blog; with edit to #7.
  71. 71. @NaThomson Natascha Thomson NaThomson@MarketingXLerator.com @NaThomson +1 (925) 519-8111 Over 15 years of B2B marketing experience in Global 2000 and startup companies. Customers include SAP, EMC, Polycom, SLAP, LookingGlass.
  72. 72. @NaThomson 72 https://www.youtube.com/watch?v=k7YSGt17Gws

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