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Social Media in B2B Communications

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These are the slides I delivered to PRMoment.com's latest conference in London on September 29th 2011.

Social media measurement best practice:
- A toolkit for social media evaluation
- How to integrate your social media evaluation with your marketing measurement
How do you measure success in social media?
How do you measure outcomes from a social media campaign?

Richard Bagnall, Metrica & Gorkana Group

Published in: Business, Technology

Social Media in B2B Communications

  1. 1. Social Media in B2B Communications September 29th 2011 Richard Bagnall Managing Director Metrica Insights & Evaluation Director, Gorkana Group
  2. 2. Think social media is not for B2B organisations?
  3. 3. Dell today
  4. 4. 1 5 reasons social media is relevant to B2B companies <ul><li>67% more leads per month than those with no blog </li></ul><ul><li>69% of B2B marketers are shifting budgets to social media </li></ul><ul><li>41% of B2B companies are acquiring customers on Facebook </li></ul><ul><li>86% of B2B companies & 82% of B2C companies are using social media </li></ul><ul><li>Social media helps improve search results </li></ul>http://socialmediatoday.com/chad-wiebesick/343431/five-awesome-b2b-social-media-statistics 25 Agust 2011
  5. 5. 1 Think social media is not for B2B organisations? Think again!
  6. 6. 1 3 dangerous B2B social media mistakes <ul><li>Not creating new and engaging content </li></ul><ul><li>Not effectively aligning social media efforts with traditional marketing </li></ul><ul><li>Not measuring the impact of social media </li></ul>http://socialmediatoday.com/chad-wiebesick/366368/three-dangerous-b2b-social-media-mistakes
  7. 7. So… you want to measure it… How?
  8. 9. <ul><li>How to measure the ROI of PR </li></ul><ul><li>Create & adopt global standards for social media measurement </li></ul><ul><li>Measurement of PR Campaigns needs to become an intrinsic part of the PR Toolkit </li></ul><ul><li>Client education so they insist on measuring outputs, outcomes & business results </li></ul>Lisbon’s Measurement Agenda 2020
  9. 10. http://ameceuropeansummit.org/amecorgdocs/ValidMetricsFramework7June2011PresentationVersion.ppsm
  10. 11. Output Out-take Outcome http://metricsman.wordpress.com/
  11. 12. http://metricsman.wordpress.com/
  12. 13. Social Media Measurement Standards Coalition
  13. 14. AMEC’s big challenges 1. Influence
  14. 15. AMEC’s big challenges
  15. 16. AMEC’s big challenges
  16. 17. AMEC’s big challenges
  17. 18. What social media influence is not Credit: http://www.slideshare.net/Sheldrake/influence-the-bullshit-best-practice-and-promise
  18. 19. AMEC’s big challenges 1. Influence 2. Engagement 3. Sentiment
  19. 20. AMEC’s big challenges
  20. 21. AMEC’s big challenges 1. Influence 2. Engagement 3. Sentiment 4. Monitoring / content
  21. 22. AMEC’s big challenges
  22. 23. AMEC’s big challenges 1. Influence 2. Engagement 3. Sentiment 4. Monitoring / content 5. Terminology
  23. 24. 17 th November 2011 http:// www.londonmeasurementconference.org /
  24. 25. [email_address] www.metrica.net/measurementmatters @richardbagnall www.linkedin.com/in/richardbagnall Let’s keep talking: Copyright applies to this document –some rights reserved. This work is licensed under a Creative Commons. Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0 www.facebook.com/metricameasures

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