Social Media Plan

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A Social Media Plan targeting CEOs and VPs for lead generation.

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  • Americans spend more time using social networks more than they do e-mail.In June alone, U.S. Internet users spent about 22.7% of their online time on social networking sites (up from 15.8% a year ago.)One-third of global b2b buyers use social media to engage with their vendors, and 75% expect to use social media in future purchases processes.Read more at http://www.jeffbullas.com/2012/07/24/72-fascinating-social-media-marketing-facts-and-statistics-for-2012/#trE8PrZMguKCD4oR.99 Top executives need to be involved in social media. 77% of buyers say they are more likely to buy from a company whose CEO uses social media. And 82% of employees say they trust a company more when the CEO and leadership team communicate via social media.Read more at http://www.jeffbullas.com/2012/07/24/72-fascinating-social-media-marketing-facts-and-statistics-for-2012/#trE8PrZMguKCD4oR.99 
  • Americans spend more time using social networks more than they do e-mail.In June alone, U.S. Internet users spent about 22.7% of their online time on social networking sites (up from 15.8% a year ago.)One-third of global b2b buyers use social media to engage with their vendors, and 75% expect to use social media in future purchases processes.Read more at http://www.jeffbullas.com/2012/07/24/72-fascinating-social-media-marketing-facts-and-statistics-for-2012/#trE8PrZMguKCD4oR.99 Top executives need to be involved in social media. 77% of buyers say they are more likely to buy from a company whose CEO uses social media. And 82% of employees say they trust a company more when the CEO and leadership team communicate via social media.Read more at http://www.jeffbullas.com/2012/07/24/72-fascinating-social-media-marketing-facts-and-statistics-for-2012/#trE8PrZMguKCD4oR.99 
  • First we need to establish who our audience is for each social media outlet and how we can pursue our future audience.
  • The ideal future audience is not corporations on twitter, Facebook, etc.. But it’s real people with their own private accounts. Imaginatik needs to reach out to VPs, CIOs and high influencers who have a large reach. The future audience should be active in innovation: tweeting about it, blogging about it, what have you. To find these, we need to be active in groups and conversations going on. Groups and conversations regarding innovation and that include thought leaders in innovation or product development at top companies.BEWARE: Company Facebook pages are maintained by social media experts, not CIOs and VPs.
  • Some side audiences we can shoot for to obtain exposure for Imaginatik are personal bloggers, tweeters, innovation writers and media contacts. If we develop a relationship with these key people, through direct messaging or providing material for them, we can gain exposure. Imaginatik may be included in their writing . If these people have a huge influence/large audience, then we gain exposure.
  • So how are we going to go about obtaining a quality future audience? We’re going to consistently1. Search: for those who are innovation active and influencers. Search those hashtagging innovation, tweeting at our company and current followers2. Engage: those we find in direct message, respond to their messages, Following them3. Then provide them with quality content- give them information and adoration and they will follow us. 4. In return, we will follow them5. One of the most important steps is maintaining our relationship. Continuing to directly contact these audiences. Direct message them, hashtag, tweet, etc..
  • Our current Twitter audience consists of those we are following, those who follow us and those who are hashtagging #Imaginatik.We are following a mix of current and past clients as well as innovative companies and innovation focused individuals. We have very little CIOs and VPs.Imaginatik has a large amount of personal accounts following us. Most accounts are individuals who tweet about innovation. There are no CIOs and very few VPs following Imaginatik. This must be fixed. 40% of Imaginatik followers are in the U.S. We MUST remember that this is not a numbers game. We need to focus on the quality of our followers. QUALITY > Quantity
  • Most Twitter traffic comes from direct link clicks and Facebook. Recently, tweeting has picked up in July resulting in more twitter site visits and more mentions of #Imaginatik. The webinar spurred many to hashtag Imaginatik and spread the webinar announcement.
  • 1. Search: Those who are innovation active and influencers. Search those hashtagging innovation, tweeting at our company and current followers2. Engage: Direct message, respond to one of their tweets, Follow them3. Provide them with information and adoration and they will follow4. They will Follow our page5. DM, Hashtag, Tweet at, Respond, etc
  • Even though we have few likes, we have an extended reach at 817 in U.S. 817 is a good number because we know that our material has potential to be shared and go viral.It is important to maintain a Facebook, however it does not influence our B2B as much as LinkedIn or Twitter are capable of.
  • 36% of our current group members hold a position of Director or above which is in our future audience target range. 16% of members are involved in business development. This is not totally discouraging through because there are many job titles. This statistic just points out that 16% are in the business development function. Customer acquisition is very high for LinkedIn. In a recent poll, 61% of B2B businesses have acquired a customer via LinkedIn. HOORAY!
  • We’ve experienced a decrease in LinkedIn group members.  Discussions are continuing as seen in the top graph, however we are not generating enough group traffic and engaging our current members to invite other members.
  • To fix our LinkedIn problems, we must acquire quality members.
  • B2b marketers believe social media is critical to organic search success. Marketers rate social media as the second-most importantfactor (64%) in search, behind only strong content (82%). (BtoB Magazine)Read more at http://www.jeffbullas.com/2012/07/24/72-fascinating-social-media-marketing-facts-and-statistics-for-2012/#trE8PrZMguKCD4oR.99
  • Over the last month, our website was visited 3,318 times and had 10,762 page views. The majority of visitors were new visitors! This is key as we are trying to generate more leads.
  • Visit- how many individuals have visited the pagePage View-shows the number of total page downloads regardless of how many computers have executed that page/ “reloads" 
  • Innovation is the most popular blog topic. In the past month, the busiest day had 224 views! Our blog is generating decent traffic. Not all readers are commenting though. It would be great if we could engage readers into commenting.There are 86 followers of the blog. We should pitch “following” our blog more over our social media outlets.Readers are generally led to the blog through search engines or our website: imaginatik.com
  • having acquired a customer through the professional network, followed by company blogs (60%)
  • Although Facebook is the most important social media lead generation tool for b2c marketers (with 77% saying they had had acquired a customer through Facebook, compared to 60% for a company blog), among B2B companies, LinkedIn was the most effective, with 65% having acquired a customer through the professional network, followed by company blogs (60%), Facebook (43%), and Twitter (40%). (Marketing Charts)Read more at http://www.jeffbullas.com/2012/07/24/72-fascinating-social-media-marketing-facts-and-statistics-for-2012/#trE8PrZMguKCD4oR.99 
  • Social Media Plan

    1. 1. Social MediaPlanLauren HendrixMarketing InternImaginatik “Let’s CONNECT!” © 2012 Lauren Hendrix
    2. 2. Why Social Media? Americans spend more time In June alone, U.S. Internet usersusing social networks more than spent about 22.7% of their online they do e-mail. time on social networking sites. 1/3 of global B2B buyers use 75% of B2B buyers expect to use social media to engage with social media in future purchases their vendors. processes. 82% of employees say they trust77% of buyers say they are more a company more when the likely to buy from a company CEO and leadership team whose CEO uses social media. communicate via social media. © 2012 Lauren Hendrix
    3. 3. GoalTo INCREASE the QUALITY of FOLLOWERS via: •Reach of mediaIncreasing •Audience engagement •Media exposure •Webinar attendance •SolutionsProviding •An understanding of Imaginatik and its culture. •Imaginatik as the innovationPositioning expert •Imaginatik as up-to-date •Imaginatik as credible © 2012 Lauren Hendrix
    4. 4. Current Audience Who do weWho are they What do they want them to now? want? be? How can we Current -> provide them Future with what they Transformation want? © 2012 Lauren Hendrix
    5. 5. Future Audience Fun Fact:Only 27% of B2B leads are sales-ready when first generated. Lead nurturing essential for capitalizing on the other 73%. © 2012 Lauren Hendrix
    6. 6. Ideal Audience Interest-Specific TargetingREAL people:  VPs  CIOs  Attendees  Those we meet at events, webinars, etc..  Influencers  Have a large reach  Active in Innovation  #innovation  BloggersConversations/Groups:  Actively discussing innovation  Including thought leaders, VPs, CIOs NOT companies: company page are maintained by social media people who have little influence © 2012 Lauren Hendrix
    7. 7. Side AudiencesPersonal:  Bloggers,  Tweeters,  Writers who are focused on innovationMedia Contacts:  Newspapers  Journals  Magazines  Online © 2012 Lauren Hendrix
    8. 8. Stalk & Capture Catch that Tweety Bird! Search EngageMaintain Information & Adoration Follow © 2012 Lauren Hendrix
    9. 9. Current AudienceFollowing: Followers: Current clients  Large amount of personal Past clients accounts Innovative Companies  NO CIOs Innovative Individuals  Some VPsHashtag: About webinars • 40% in the U.S. © 2012 Lauren Hendrix
    10. 10. Insights © 2012 Lauren Hendrix
    11. 11. Stalk & CaptureSearch bar: Those who are innovation active and influencersThose who #innovation Those tweeting at our company Those who are VP’s, CIOs, innovation writers, etc..Capture:Direct message Respond to one of their tweets QUALITY > QuantityProvide tweeter with information Link tweeter to an Imaginatik employeeFollow Them! © 2012 Lauren Hendrix
    12. 12. Engage & Maintain & Follow Up Tweet • Blogs, Webinars, Awards, Events, Tips & Tricks • Reach out to current followers and new followersBackground • up to date with latest webinar/event Follow • MUST follow those with the greatest influence. • Use www.twitalyzer.com to analyze a Tweeter’s influence • Publically responding when tweeted at. Replies • When someone writes directly to @Imaginatik we need to respond and follow them. Retweet • Republish someone else’s tweet. • Provides content and acknowledges quality material. • Message sent directly to another user. • Great at creating a relationship with followers and connecting with an DM Imaginatik member. • A good choice when going back and forth with a user (which may bore other users). • Categorize our tweets! Ex. #innovation Hashtag • This will show up on searches. • Make our tweets easy to find. © 2012 Lauren Hendrix
    13. 13. Proof Twitter handles more 750 tweets per Provides an informal search queries) persecond are shared direct contact to a month than Bing on Twitter. company. and Yahoo! (24 billion) 34% of marketers 55% of all Twitter have generated 53% of all Twitter users use the service leads using users use Twitter to to share links to news Twitter, and 20% retweet others. stories &have closed deals. © 2012 Lauren Hendrix
    14. 14. Current Audience Outside the U.S. Slow and steady increase Those who “Like” our page, like us enough to attach us to their personal profiles. © 2012 Lauren Hendrix
    15. 15. InsightsViral- when someone’s friend sharesthe story and that someone views it © 2012 Lauren Hendrix
    16. 16. Stalk & CaptureFacebook is more difficult than our other social networking sites. We cannot reach out directly to other Facebook users. Users must come to us. When connecting with tweeters, bloggers, etc. invite them to connect with us on Facebook. Can include Facebook links to Twitter and LinkedIn. Create exclusive Facebook content that drives users to “Like” our page. QUALITY > Quantity © 2012 Lauren Hendrix
    17. 17. Engage & Maintain & Follow Up • Compelling WELCOME TAB with a video likeWelcome Tab this video: http://www.dollarshaveclub.com/ Bios Tab • Include Imaginatik employees’ bios • Event photos Photos • Fan photos • Post webinars Videos • Link to YouTube • Embed Facebook link/button to videos Tag • Tag pages we “Like” on our wall and in Posts Comment • on pages wallsMake an offer • Like our page and receive _white paper, something useful for CIOs_ Feedback • Give and ask forCover photo • Up to date with latest webinar/event © 2012 Lauren Hendrix
    18. 18. Proof Pages can have unlimited +85 million members Fans. 52% of consumers have stopped following a brand 350 million + users suffer on Facebook because thefrom Facebook Addiction information became “too Syndrome. repetitive and boring.” © 2012 Lauren Hendrix
    19. 19. Current AudienceQuality followers:  VP  CIONot enough:  Followers  Interaction  Clients- Past & Present  Leads © 2012 Lauren Hendrix
    20. 20. Current Audience Insights © 2012 Lauren Hendrix
    21. 21. Insights © 2012 Lauren Hendrix
    22. 22. Stalk & CaptureImaginatik &Employees:  Connect with current connections at client companies & those we meet at conferences  Send a personalized message  Send links to other social networking sites  Offer your helpView groups focused on:  Innovation  New product development QUALITY > QuantityIn these groups:  Select those who are VP, CIO, etc…  Send a personalized message to connect © 2012 Lauren Hendrix
    23. 23. Engage & Maintain & Follow UpSay “Hello” to followersOther Groups:  Answer questions  Pose Questions  Link people to our innovators who can help!Imaginatik’s Group:  Mix it up: Offer tips and tricks, not just information about our latest blog post.  Solicit: Ask followers what they want from Imaginatik  Questions: Poll, answer and ask questions on our site and group sites we are apart of  Change status headline every day © 2012 Lauren Hendrix
    24. 24. Proof Executives from all Fortune 500 +85 million 5.3 + billion companies are members searches in 2012 LinkedIn members. LinkedIn is the most2 new members 161 million effective SM tool signs up every members in 200+ for B2B companies: second. countries 65% acquired a customer from LI. © 2012 Lauren Hendrix
    25. 25. Current Audience (Website) © 2012 Lauren Hendrix
    26. 26. Traffic & Engagement © 2012 Lauren Hendrix
    27. 27. Blog Insights
    28. 28. Blog Insights Above 1,000 views in July! Since the Navis interview, there have been 266 views! SM is helping lead readers to our blog! © 2012 Lauren Hendrix
    29. 29. Stalk & CaptureEmployees:  Reach out to current quality contacts  Engage them by sharing tips on our website, in a blog or in an upcoming webinar.SM sites:  Utilize Twitter and LinkedIn as search engines.  Find quality contacts  Invite contacts to blog for us  Invite contacts to share brilliant innovation ideas.  Contact and share website, blog and webinar content. © 2012 Lauren Hendrix
    30. 30. Engage & Maintain & Follow Up“WEBINAR WEDNESDAY”  Pre Webinar:  Advertise on all SM sites  Advertise benefits and prizes  Share with all clients or Leads  Webinar countdown  Post Webinar:  Post questions on all SM sites about slides or issues discussed during the webinar  Announce success  Announce winners (directly tag companies and people) © 2012 Lauren Hendrix
    31. 31. Engage & Maintain & Follow UpBlogging  Invite experts to blog for Imaginatik and to subscribe/follow  On all SM sites:  Pre Blog  Announce upcoming blog topic  Ask people what their opinion is on the topic  Blog countdown  Blog Teasers (bits and pieces of the blog)  Post Blog  Ask opinions on the blog  Ask readers what they want to hear next Positions Imaginatik as the expert  Drop links onto social bookmarking sites:  StumbleUpon, Digg, Reddit © 2012 Lauren Hendrix
    32. 32. Proof Facebook is the In a survey, 60% of Social networks and leading source of B2B companies blogs account for referred social mediaacquired a customer 23% of all time spent traffic to websites at via blogs. online. 26%.57% of B2B marketers Social networks and say SEO has the SEO leads have a blogs account for biggest impact on 15% close rate. 23% of all time spenttheir lead generation online. goals. © 2012 Lauren Hendrix
    33. 33. Google + & YouTube  Google + & Average visitors Google+ is adds YouTube are notspend 15 minutes 625,000 new users priorities per day on every day. YouTube.  They must be kept up-to-date Google+ was the Student is the fastest social  We have them number one network to reach 10 occupation on million users at 16 to maintain a Google +. presence days. © 2012 Lauren Hendrix
    34. 34. FUTURE: PrioritiesWebsite’s Webinar & Blog LinkedIn Twitter Facebook Google + & YouTube © 2012 Lauren Hendrix
    35. 35. THE FUTURE: Audience Search Engage Maintain Information & AdorationWe caughtthat Tweety Follow Bird! © 2012 Lauren Hendrix
    36. 36. THE FUTURE: Messaging Types: Content Dispersion Across all Pre Event Consistent platforms During Event Personalized Immediately Post Event Up-to-date Targeted © 2012 Lauren Hendrix
    37. 37. THE FUTURE: Evaluation 2 week check up Hootsuite & Google Analytics  Visit all social networking sites and record the numbers:  New followers  Retweets  Mentions  Page views.. Etc… Track in a spreadsheet If approached by a client, ask: “How did you hear about us?” © 2012 Lauren Hendrix
    38. 38. FUTURE: IdeasWebsite bios: Moving .gifs instead of photosIntroduce:SlideShare http://www.slideshare.net/  Can attach blog and presentations without “presenting”  Appears on profile and updates in network feeds  SlideShare draws 60 million visitors per month  For B2B marketers, it attracts 3X more traffic from business owners than any other social media site. © 2012 Lauren Hendrix
    39. 39. Why use Social Media? It is an essential Lead-Nurturing tool. © 2012 Lauren Hendrix
    40. 40. Future IdeasMore to come from the lovely Caitlin Mann… © 2012 Lauren Hendrix
    41. 41. (some) References….Although Facebook is the most important social media lead generation tool for b2c marketers (with 77% saying they had had acquired a customer through Facebook, compared to 60% for a company blog), among B2B companies, LinkedIn was the most effective, with 65% having acquired a customer through the professional network, followed by company blogs (60%), Facebook (43%), and Twitter (40%). (Marketing Charts) Read more at http://www.jeffbullas.com/2012/07/24/72-fascinating-social-media-marketing-facts-and-statistics-for-2012/#trE8PrZMguKCD4oR.99One-third of global b2b buyers use social media to engage with their vendors, and 75% expect to use social media in future purchases processes. Read more at http://www.jeffbullas.com/2012/07/24/72-fascinating-social-media-marketing-facts-and-statistics-for-2012/#trE8PrZMguKCD4oR.99executives need to be involved in social media. 77% of buyers say they are more likely to buy from a company whose CEO uses social media. 94% said C-suite social media participation enhances a brand image. And 82% of employees say they trust a company more when the CEO and leadership team communicate via social media. Read more at http://www.jeffbullas.com/2012/07/24/72-fascinating-social-media-marketing-facts-and-statistics-for-2012/#trE8PrZMguKCD4oR.99of consumers say they have stopped following a brand on Facebook because the information it posted had become “too repetitive and boring.” Read more at http://www.jeffbullas.com/2012/07/24/72-fascinating-social-media-marketing-facts-and-statistics-for-2012/#trE8PrZMguKCD4oR.99% of marketers have generated leads using Twitter, and 20% have closed deals. Read more at http://www.jeffbullas.com/2012/07/24/72-fascinating-social-media-marketing-facts-and-statistics-for-2012/#trE8PrZMguKCD4oR.9955% of all Twitter users use the service to share links to news stories, and 53% retweet others. Read more at http://www.jeffbullas.com/2012/07/24/72-fascinating-social-media-marketing-facts-and-statistics-for-2012/#trE8PrZMguKCD4oR.9957% of B2B marketers say SEO has the biggest impact on their lead generation goals. Read more at http://www.jeffbullas.com/2012/07/24/72-fascinating-social-media-marketing-facts-and-statistics-for-2012/#trE8PrZMguKCD4oR.99According to research by HubSpot, “SEO leads have a 15% close rate, on par with the close rate for direct traffic, and ahead of referrals (9%), paid search (7%), social media (4%), and outbound leads (2%).” Read more at http://www.jeffbullas.com/2012/07/24/72-fascinating-social-media-marketing-facts-and-statistics-for-2012/#trE8PrZMguKCD4oR.99

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