Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Social Media Myths
Amit Lavi
CEO, Marketing Envy
13 May 2014
Marketing Envy
Shameless (obligatory) self promotion slide
Over 30 <gulp> years combined experience with tech start ups and multi-nationa...
Social is dead – Welcome to Online Marketing
Social media myths:
1. Unsuitable for B2B
2. Can’t measure its ROI
3. ‘Reach’ & ‘Engagement’ are buzzwords
4. Cheap PR rep...
#1
Social is unsuitable for B2B
Marketing Envy
#2
Can’t measure ROI
Marketing Envy
Follow Some Rules
Measure according to
your goals
Online Sales
Awareness
Offline Visits
#3
Reach & Engagement
= Buzzwords
Marketing Envy
Engagement is the means to an end
Test
Analyze
Optimize
Reiterate
Marketing Envy
#4
Social is a cheap PR
replacement
Marketing Envy
#5
It’s all about the content
Marketing Envy
Marketing Envy
Native
Advertising
Case Study
Marketing Envy
Challenges in the Cloud - B2B Case Study
• Product: Huge need, little demand
• PR & online campaigns: Some demand generate...
• All channels: Time on site and conversions
• Facebook: Comments, frequency & blog traffic
• Facebook remarketing: List s...
Evaluating each channel
Marketing Envy
Conversion path:
Complicated but measurable
Marketing Envy
Results
40% increase in unique visitors
65% increase in leads generated
Marketing Envy
Key takeaways
Social media relevant in every stage of funnel
& Relevant to all P2P products
Quantity of channels ≠ quantit...
The End
Amit Lavi
amit@marketingnv.com
054-4508269
Marketing Envy
Social Media Myths - B2B Case Study
Social Media Myths - B2B Case Study
Social Media Myths - B2B Case Study
Upcoming SlideShare
Loading in …5
×

Social Media Myths - B2B Case Study

819 views

Published on

Social Media has a few very common myth - and it's about time we bust them!
B2B marketers tend to ignore Social Media channels or focus on LinkedIn alone. However, Twitter, Facebook, and even Pinterest, all have potential when it comes to finding the right audience for your product.

This presentation reviews these common myths and then show the importance of holistic approach towards understanding the entire marketing funnel. From Blogs, to LinkedIn groups to paid media on Facebook and remarketing.

  • Be the first to comment

  • Be the first to like this

Social Media Myths - B2B Case Study

  1. 1. Social Media Myths Amit Lavi CEO, Marketing Envy 13 May 2014 Marketing Envy
  2. 2. Shameless (obligatory) self promotion slide Over 30 <gulp> years combined experience with tech start ups and multi-national brands Google, Facebook, Ubuntu, Fuji-Xerox, HP Scitex, Askem, Cliqdo, Jinni, Cloudyn, Roojoom, BlazeMeter, DMG, ICQ Marketing Envy What We Do: Lifecycle marketing Product Design, Pre-launch, Launch, Growth Billy Cina Amit Lavi
  3. 3. Social is dead – Welcome to Online Marketing
  4. 4. Social media myths: 1. Unsuitable for B2B 2. Can’t measure its ROI 3. ‘Reach’ & ‘Engagement’ are buzzwords 4. Cheap PR replacement 5. It’s all about the content
  5. 5. #1 Social is unsuitable for B2B Marketing Envy
  6. 6. #2 Can’t measure ROI Marketing Envy
  7. 7. Follow Some Rules
  8. 8. Measure according to your goals Online Sales Awareness Offline Visits
  9. 9. #3 Reach & Engagement = Buzzwords Marketing Envy
  10. 10. Engagement is the means to an end Test Analyze Optimize Reiterate Marketing Envy
  11. 11. #4 Social is a cheap PR replacement Marketing Envy
  12. 12. #5 It’s all about the content Marketing Envy
  13. 13. Marketing Envy
  14. 14. Native Advertising
  15. 15. Case Study Marketing Envy
  16. 16. Challenges in the Cloud - B2B Case Study • Product: Huge need, little demand • PR & online campaigns: Some demand generated • Audience: Devops, Developers and CTOs • Assets: Website, blog, limited social media • Challenge: Create awareness & scale demand B2B SaaS Company
  17. 17. • All channels: Time on site and conversions • Facebook: Comments, frequency & blog traffic • Facebook remarketing: List size and freshness • LinkedIn: Quality of exposure • Twitter: Traffic and quality • Blog: Average time on blog, page views Measuring: How & What
  18. 18. Evaluating each channel Marketing Envy
  19. 19. Conversion path: Complicated but measurable Marketing Envy
  20. 20. Results 40% increase in unique visitors 65% increase in leads generated Marketing Envy
  21. 21. Key takeaways Social media relevant in every stage of funnel & Relevant to all P2P products Quantity of channels ≠ quantity per channel Focus on list size Content is key, distribution is the door Measure and evaluate key channels Marketing Envy
  22. 22. The End Amit Lavi amit@marketingnv.com 054-4508269 Marketing Envy

×