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PixelSpoke Lunch + Learn: B2B Social Media Marketing with ResponseCapture

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PixelSpoke Lunch + Learn: B2B Social Media Marketing with ResponseCapture

  1. 1. 2 B2B Outbound Social Media Marketing Should I jump on this bandwagon? © 2011 Response Capture | All Rights Reserved
  2. 2. 2 | Agenda Session Goal: – Have a good understanding of what questions to ask yourself before jumping on the social media bandwagon What We’ll Discuss: – Should you care about social media? – Where to focus? How much time/resources should you invest? – Ways to integrate social media marketing into your mix and challenges to consider© 2011 Response Capture | All Rights Reserved
  3. 3. 3 | Should you care?Boost Your Social Media Content Value Improve your SEO value of Your Twitter Account Facebook Marketing Myths Six Social Media Measurement Sins Social Networks Still Growing Why you aren’t gaining Twitter followers © 2011 Response Capture | All Rights Reserved
  4. 4. 2 | Social Media Facts 70% of businesses are planning to increase their budgets for off- site social media such as Facebook and Twitter, despite admitting to being “poor” at measuring social media ROI. Time spent on social networking sites in November 2010 grew 44 percent worldwide to reach a total of 272 billion minutes 60% of marketers are planning on increasing their social media marketing budgets in 2012, ahead of 53.1% who plan to increase investment in SEO, and 40.2% who plan budget growth for their PPC activities.© 2011 Response Capture | All Rights Reserved
  5. 5. 3 | Should you care? “If Facebook was a country it would be the 4th largest country in the world – do you really want to ignore that?” - Every Social Media Guru Out There© 2011 Response Capture | All Rights Reserved
  6. 6. 3 | Should you care? Should I care? – Who is my target? Who are you trying to interact with? – Are they using social networks? – Would they want to hear from me? How do I find out if I should? – Are your customers/prospects using social networks? – Intuition: what your gut tells you – Data driven analysis of your customer/prospects © 2011 Response Capture | All Rights Reserved
  7. 7. 3 | Example Share A B2B Company’s Social Media Approach © 2011 Response Capture | All Rights Reserved
  8. 8. 3 | Where should I focus? Where should I focus? – What social networks do your best prospects and customers use? © 2011 Response Capture | All Rights Reserved
  9. 9. 3 | Example Share High Tech B2B Company Social Media Curiosity – Should I care? – Where to focus? – How to integrate into outbound marketing communications? © 2011 Response Capture | All Rights Reserved
  10. 10. 3 | Example Share List of 10k Customers/Prospects 16.6% Has a Social Network Account 83.4% Does Not Have a Social Network Account© 2011 Response Capture | All Rights Reserved
  11. 11. 3 | Where to focus efforts? Where to focus? 73.5% 80% 60% 40% 19.0% 20% 7.5% 0%© 2011 Response Capture | All Rights Reserved
  12. 12. 3 | You have results, now what? For deeper relevancy – Analyze by demographics: age, gender, location © 2011 Response Capture | All Rights Reserved
  13. 13. 3 | You have results, now what? What type of marketing is best for each channel?•Brand awareness •Educational content •Brand awareness•Credibility •Thought leadership •Credibility•Targeted campaign •Information gathering •Targeted campaign•Employee recruiting •Product information © 2011 Response Capture | All Rights Reserved
  14. 14. 3 | Integrate into your marketing Ways to integrate the analyzed data into your outbound marketing communication: – Targeted campaigns: Facebook and LinkedIn – Social profile domains stored in your CRM – Customer support – Start up two-way conversation – Identify Influencers © 2011 Response Capture | All Rights Reserved
  15. 15. 3 | Challenges to Consider Personal email vs professional email Person behind the profile  Especially in B2B © 2011 Response Capture | All Rights Reserved
  16. 16. 3 | B2B vs. B2C Hubspot: “Social Media Slides” Presentation© 2011 Response Capture | All Rights Reserved
  17. 17. 3 | Resources Hubspot: Hubspot.com/social-media-slides CMO Council: http://www.cmocouncil.org/apac/internet- marketing.php FlipTop: http://www.fliptop.com/ © 2011 Response Capture | All Rights Reserved
  18. 18. 3 | Questions? What’s your experience with social media outreach? © 2011 Response Capture | All Rights Reserved

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