Beth Harte


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Beth Harte

  1. 1. Social Media for Your B2B Marketing Mix: Planning, Expanding, Executing & Measuring Presented by: Beth Harte, Client Services Director Serengeti Communications @bethharte
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  5. 7. <ul><li>Product </li></ul><ul><li>Price </li></ul><ul><li>Place </li></ul><ul><li>Promotion </li></ul><ul><li>Customer </li></ul><ul><li>Cost </li></ul><ul><li>Convenience </li></ul><ul><li>Communication </li></ul>VERSUS Image Source:
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  10. 15. The 5 Step Measurable Plan <ul><li>Goal </li></ul><ul><li>Objectives (Measurable) </li></ul><ul><li>Strategies </li></ul><ul><li>Tactics (Measurable) </li></ul><ul><li>Measurement </li></ul>Image Source:
  11. 16. Setting a Goal <ul><li>What do you hope to gain by engaging in social media? </li></ul><ul><li>Does your goal fit into overall corporate goals? </li></ul><ul><li>How to write a goal: </li></ul><ul><ul><li>To increase sales </li></ul></ul><ul><ul><li>To decrease customer service expenditures </li></ul></ul><ul><li>How not to write a goal: </li></ul><ul><ul><li>To increase sales AND to increase customer engagement </li></ul></ul><ul><ul><li>AND = Two distinct plans </li></ul></ul>
  12. 17. Measurable Objectives <ul><li>Output: Physical products </li></ul><ul><ul><li>Blog post, news release, e-mail, etc. </li></ul></ul><ul><li>Outtake: What a target audience takes away </li></ul><ul><ul><li>Messages, perceptions, understandings </li></ul></ul><ul><li>Outcome: Quantifiable changes in attitudes, behaviors, or opinions </li></ul><ul><ul><li>Sales, change in the number of downloads, requests, responses </li></ul></ul>
  13. 18. Writing Measurable Objectives <ul><li>To be measurable, objectives MUST include: </li></ul><ul><li>A specific desire, communication or behavioral effect; </li></ul><ul><li>A designated target audience among whom the effect is to be achieved; </li></ul><ul><li>The expected level of attainment ; and </li></ul><ul><li>The timeframe in which those attainments are to occur. </li></ul>
  14. 19. Measurable Objective Samples <ul><li>Output: To create a Facebook Fan Page and have 15% of online public #2 join within 6 months . </li></ul><ul><li>Outtake: To increase positive mentions that include key message in industry blogs (named) by 15% within six months . </li></ul><ul><li>Outcome: To increase sales within Target Market X of Product Y by 20% within 3 months . </li></ul>
  15. 20. Smart Strategies <ul><li>What is the approach to achieving objectives and reaching the goal? </li></ul><ul><ul><li>Example: Establish a Facebook Fan Page to keep target audiences connected. </li></ul></ul><ul><ul><li>Example: Set up a Ning community to support customers of Product X. </li></ul></ul>
  16. 21. Tempting Tactics <ul><li>What tools will be used? </li></ul><ul><li>What are the metrics? </li></ul><ul><li>Examples: </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><ul><li>Fans, Likes, Comments, etc. </li></ul></ul></ul><ul><ul><li>Ning </li></ul></ul><ul><ul><ul><li>Members, Threads, Sentiment, etc. </li></ul></ul></ul><ul><ul><li>Blog </li></ul></ul><ul><ul><ul><li>Posts, Comments, Shares, etc. </li></ul></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><ul><li>Following/Followers, Retweets, Sentiment, etc. </li></ul></ul></ul>
  17. 23. 5 Key Steps to Ensure an Integrated Marketing Experience Source: IMC: The Next Generation, Schultz & Schultz
  18. 24. Identify Customers & Prospects Image Source: http://images.tmcnet.comc Psychographics Sociographics Ethnographics Firmographics
  19. 25. Understand Buying Behavior Image Source:
  20. 26. Firmographics
  21. 27. Psychographics Image Source:
  22. 28. Sociographics Image Source:
  23. 29. Ethnographics Image Source:
  24. 30. Estimating the Value of Customers Image Source:
  25. 31. I need a widget My friend sells widgets... I need a widget... My buddy sells widgets... Our widgets are cheaper & faster... You used to buy our widgets...
  26. 32. Take an Outside-In Approach Image Source:
  27. 33. The 5 R’s of IMC <ul><li>Relevance </li></ul><ul><li>Receptivity </li></ul><ul><li>Response </li></ul><ul><li>Recognition </li></ul><ul><li>Relationship </li></ul>Source: IMC: The Next Generation, Schultz & Schultz; Image Source:
  28. 34. Planning Communication Messages & Incentives Image Source:
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  32. 38. Estimating Return on Customer Investment Image Sources: &
  33. 39. Evaluation & Future Planning Image Source:
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  35. 41. IBM
  36. 42. EMC
  37. 43. Forrester Research
  38. 44. BreakingPoint
  39. 45. Oracle
  40. 46. Indium
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  42. 49. Metrics vs. ROI Image Source:
  43. 52. What Does Success Look Like? <ul><li>Clicks </li></ul><ul><li>Friends/Followers/Fans </li></ul><ul><li>Comments </li></ul><ul><li>Net Promoter Score </li></ul><ul><li>Buzz </li></ul><ul><li>Growth Rate </li></ul><ul><li>Uploads/Downloads </li></ul><ul><li>Likes/Favorites </li></ul><ul><li>Social Bookmarks </li></ul><ul><li>Sales Impact </li></ul><ul><li>Phone Calls </li></ul><ul><li>Subscriptions </li></ul><ul><li>Page Views </li></ul><ul><li>Frequency </li></ul><ul><li>Sentiment Change </li></ul><ul><li>Brand Mentions </li></ul><ul><li>Change in Market Share </li></ul><ul><li>Customer Satisfaction Impact </li></ul><ul><li>Suggestions </li></ul><ul><li>Responses </li></ul><ul><li>Attendance </li></ul><ul><li>Customer Lifetime Value Impact </li></ul>List Source:
  44. 53. What Did Your Plan Call For? List Source:
  45. 54. Tools to Help Measure
  46. 55. Tools to Help Measure Image Sources:,,,
  47. 57. Image Source: Flickr, ralphventon
  48. 58. Thank You! Beth Harte Client Services Director Serengeti Communications Twitter: @bethharte / #IMCchat [email_address]