SAP webinar: Integrating social media into the mktg mix

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SAP webinar: Integrating social media into the mktg mix

  1. 1. Ilona Hitel @ilonahChief Content Officer CleverTouch <br />Integrating social media into the overall marketing mix <br />
  2. 2. Think integration: outbound & inbound marketing, social media & PR<br />
  3. 3. Why?<br />69% of B2B organisations are increasing marketing budgets for inbound marketing tactics including social media<br />100% Fortune 500 Company’s executives using LinkedIn. 50% LinkedIn’s users are decision makers in their company<br />Forrester predicts B2B interactive marketing spending to reach $4.8 billion by 2014 – almost double 2009 <br />A business that blogs gets 55% more visitors than a business that doesn’t<br />Media use is changing, people are connecting, sharing, buying and consuming media in real time across multiple devices<br />
  4. 4. Top reasons companies invest in social media for PR purposes<br />Customer support/’listening’<br /> Crisis management <br /> HR & Recruitment<br />Brand (influencers expect you to ‘be there’)<br /> Market research / feedback<br />Lead development<br />
  5. 5. Social and Search …<br />90% or more of people begin their purchasing process in search engines<br />Blogs and social media make it more likely that your prospects will find you online when they search.<br />
  6. 6. So what does Social Media mean to B2B marketers?<br />It’s about getting your content found online …<br />
  7. 7. It’s a way of thinking<br />Think content.<br />…think critical business asset. It is one.<br />Tells your company stories<br />Answers questions<br />Inspires<br />Simplifies complex ideas<br />Influences<br />Entertains<br />Reinforces beliefs<br />Builds community<br />Inflames passion<br />Builds or damages trust<br />
  8. 8. Transparency, give something away<br />Recognised by the Forrester 2010 Groundswell awards<br />35,000 views & downloads, 12,000 visitors to blogs<br />
  9. 9. And you will in turn sell<br />Recognised by the Forrester 2010 Groundswell awards<br />
  10. 10. Add value - be safe / educate and still get results<br />#CTtip 1-100<br />
  11. 11. What are most b2b marketers doing?<br />
  12. 12. Which channels?<br />12<br />
  13. 13. Consider all channels<br />100m+ professional members…<br />…have your followers talk about you<br />Brilliant for SEO…45m visitors every month<br />…so post your presentations to Slideshare<br />
  14. 14. Consider all channels<br />Simplify and make the message entertaining, video is now accessible to SMBs…2bn videos are viewed everyday<br />200m+ users, news source, global barometer, networking group and drives traffic like no other channel<br />
  15. 15. Social media, measurement & ROI<br />Overall sentiment<br />Journo briefings per quarter<br />Press / online mentions<br />Website traffic and key search terms<br />Twitter and blog grading<br />Total mentions of co by channel<br />Sentiment monitoring<br />Benchmarking of followers<br />Topic cloud for all co mentions<br />Identification of prevalent commentators/influencers<br />Overall buzz<br />
  16. 16. Recommendations & conclusions for social media marketing<br />It starts with good content…create, re-use and re-use again<br />Answer questions and listen – don’t just promote<br />Don’t use a marketing tone – think of it as f2f interaction<br />Be honest and transparent<br />It needn’t be expensive, many tools are free<br />Think guidelines, not restrictions<br />AND it’s measurable, so set benchmarks<br />“the conversation is taking place, with or without you”<br />
  17. 17. And remember, we have neverhad reach like this before…<br />
  18. 18. Recommended Reading<br />

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