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B2B Social Media Marketing Techniques: Measuring the Impact from Creation to Closed Deal
Kyle Flaherty Dir. Of Marketing, BreakingPoint Twitter:  @kyleflaherty eMail:  [email_address] Blog:  www.dancewithstrange...
Agenda <ul><li>What is social media really? </li></ul><ul><li>Tools, Tools, Platform and Tools </li></ul><ul><li>Social Me...
What Is Social Media? <ul><li>Social media : content created by people using highly accessible and scalable publishing tec...
The REALLY Important Words Social media : content  created by  people  using highly accessible and scalable publishing tec...
Tools, Tools, Platforms, Tools
Twitter
LinkedIn
Facebook
 
Step #1: Listen
Step #2: Plan
Step #3: Make Mistakes
Step #4: Make It Part of Your Day
Step #5: Integrate Campaigns
Social Media Is In Your Marketing DNA
Social Media Lives in Your Company
Social Media Lives in Your Marketing
OK, So Who Is Doing This Well?
 
 
This is NOT Social
This is ALSO Not Social
Nor is this Social
Social Media + Content = Community
Sample subject: Running If you don’t know your audience’s preferences, start small and test - or just ask them. Good Socia...
Content: The 7 commandments <ul><li>To create killer content, thou shalt….. </li></ul><ul><li>never (ever, ever, ever) cre...
Successful communities must be nurtured February 2008 Forrester:  “Online Community Best Practices”
http://www.facebook.com/AtkinsDiet http://community.atkins.com/ Community Case Study: Atkins
And then Comes Measurement Community Key Performance Indicators <ul><li>% more likely to recommend your brand </li></ul><u...
Social Media = Marketing = $$$ $
Measurement Techniques:  Better Traffic
Measurement Techniques:  SEO Juice/Community Building
Measurement Techniques:  Sales Leads!
 
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B2B Social Media Marketing Techniques: Measuring the Impact from Creation to Closed Deal

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Social media is all the rage for companies, but the concept gets clouded by the tools. This intensive will share the special considerations of B2B companies when venturing into social media marketing.

The three popular platforms will be discussed along with B2B best practices. Taking real-life examples, you will learn to set up benchmarks and measurement techniques to track the overall impact of your social media program from creation through a closed deal. Uncover the effects social media has on web analysis, lead generation, SEO and more. You will also take a look at the benefits of adding an online community to your mix by examining how Facebook Connect and Facebook’s Open Stream can attract prospects from the public social networks back to your website.

The intensive will end with a “Social Media Makeover” for a lucky attendee. During this portion, the speakers will guide the audience through one company’s social media efforts: determine where their community is online, what social media activities they should participate in, and how they can measure the impact using the tools they have for CRM and web analytics.

Published in: Business, Technology
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B2B Social Media Marketing Techniques: Measuring the Impact from Creation to Closed Deal

  1. 1. B2B Social Media Marketing Techniques: Measuring the Impact from Creation to Closed Deal
  2. 2. Kyle Flaherty Dir. Of Marketing, BreakingPoint Twitter: @kyleflaherty eMail: [email_address] Blog: www.dancewithstrangers.com Aaron Strout CMO, Powered, Inc. Twitter: @aaronstrout eMail: [email_address] Blog: www.stroutmeister.com Why You Guys?
  3. 3. Agenda <ul><li>What is social media really? </li></ul><ul><li>Tools, Tools, Platform and Tools </li></ul><ul><li>Social Media is in your marketing DNA </li></ul><ul><li>Does it really work for B2B? </li></ul><ul><li>Social Media + Content = Community </li></ul><ul><li>Measurement Techniques </li></ul>Getting Our Hands Dirty Three Things to NEVER do in Social Media Five Steps To Get Involved with Social Media Right Now
  4. 4. What Is Social Media? <ul><li>Social media : content created by people using highly accessible and scalable publishing technologies. At its most] </li></ul>basic sense, social media is a shift in how people discover, read and share news, information and content. […] Social media has become extremely popular because it allows people to connect in the online world to form relationships for personal and business. […]
  5. 5. The REALLY Important Words Social media : content  created by people using highly accessible and scalable publishing technologies. At its most] basic sense, social media is a shift in how people discover, read and share news, information and content. […] Social media has become extremely popular because it allows people to connect in the online world to form relationships for personal and business. […]
  6. 6. Tools, Tools, Platforms, Tools
  7. 7. Twitter
  8. 8. LinkedIn
  9. 9. Facebook
  10. 11. Step #1: Listen
  11. 12. Step #2: Plan
  12. 13. Step #3: Make Mistakes
  13. 14. Step #4: Make It Part of Your Day
  14. 15. Step #5: Integrate Campaigns
  15. 16. Social Media Is In Your Marketing DNA
  16. 17. Social Media Lives in Your Company
  17. 18. Social Media Lives in Your Marketing
  18. 19. OK, So Who Is Doing This Well?
  19. 22. This is NOT Social
  20. 23. This is ALSO Not Social
  21. 24. Nor is this Social
  22. 25. Social Media + Content = Community
  23. 26. Sample subject: Running If you don’t know your audience’s preferences, start small and test - or just ask them. Good Social Media Begets Good Community Begets Good Content Subject Depth article tutorial workshop video
  24. 27. Content: The 7 commandments <ul><li>To create killer content, thou shalt….. </li></ul><ul><li>never (ever, ever, ever) create infomercials. </li></ul><ul><li>align content strategy to (community) business objectives. </li></ul><ul><li>be realistic about the community’s propensity to contribute content and commune. </li></ul><ul><li>offer depth and breadth of content topics. </li></ul><ul><li>acknowledge differences in learning styles and diversify formats. </li></ul><ul><li>keep the content fresh and relevant but create (some) content that will have a long life. </li></ul><ul><li>listen to your audience and optimize to meet their needs. </li></ul>
  25. 28. Successful communities must be nurtured February 2008 Forrester: “Online Community Best Practices”
  26. 29. http://www.facebook.com/AtkinsDiet http://community.atkins.com/ Community Case Study: Atkins
  27. 30. And then Comes Measurement Community Key Performance Indicators <ul><li>% more likely to recommend your brand </li></ul><ul><li>Community referrals </li></ul><ul><li>Social syndication </li></ul><ul><li>Actual online transactions & revenue </li></ul><ul><li>Reported purchases </li></ul><ul><li>% of clicks to brand products </li></ul><ul><li>% More likely to purchase </li></ul><ul><li>% Planning to purchase </li></ul><ul><li>% return visitors </li></ul><ul><li>% retention year to year </li></ul><ul><li>Share of household/wallet </li></ul><ul><li>Planned brand purchases </li></ul><ul><li>Community registrations </li></ul><ul><li>E-mail opt-ins </li></ul><ul><li>Time per visit </li></ul>Content optimization measures: Views, clicks on calls-to-action, ratings, survey feedback
  28. 31. Social Media = Marketing = $$$ $
  29. 32. Measurement Techniques: Better Traffic
  30. 33. Measurement Techniques: SEO Juice/Community Building
  31. 34. Measurement Techniques: Sales Leads!

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