This presentation is about exploring social media as a process for driving BtoB lead generation But first a word of caution: Leads depend as much on the messages as they do on the media. Maybe more. So this will be a story about managing both media and messages within our Marcom Engine process. A presentation by Keith Bates
http://www.spiral16.com This step-by-step presentation from Eric Melin and Robert Madison from web monitoring solution Spiral16 goes through the 6 Practical Steps To Creating and Measuring An Effective Social Media Program.
There is a lot of excitement surrounding social media. People are doing very creative things and tying them into business gains. It’s not an exact science, but it is important to tie your efforts into supporting your company’s objectives.
This presentation will help you think about how you can identify business goals, align those goals with a social media program, establish benchmarks, set realistic targets, and measure KPIs to determine success. After it's all said and done, you can look at results and find ways to improve.
This slide deck provides an in-depth look at the digital services company HUGE and a consulting analysis of recommended strategic actions for the company's future.
Customer Engagement is now becoming a widely used term within Marketing, but what does it actually mean? This presentation aims to clarify what customer engagement is and reinforce the importance of cross-channel collaboration. It focuses on identifying the challenges faced by organisations striving to achieve this level of engagement and how they can be addressed.
In-Plant Printers: How To Grow Business Through Value-Added ServicesinterlinkONE
This presentation is targeted to companies that are in-plant printing and mailing services providers.
That type of business is often found inside of colleges & universities, financial services institutions, insurance companies, hospitals, and other organizations.
During this presentation, interlinkONE presented ways that printers and mailers can grow their business by offering value-added services to their organization and customers. This includes:
- Mobile, QR Codes, websites
- Landing Page development
- Personalized URLs
- Web-to-Print
- Inventory Management and Order fulfillment
- And more.
Social Media B2B Marketing | Cisco, EuropeiStrategy
How to ride the hype of social media for b2b marketing. Presented by David Chalmers and Patricia Klein, Digital and Social Media Marketing, Cisco, Europe.
Alpha Graphics Convention 2011 Selling Social MediaJim Lahner
Selling Social Media, presented at the AlphaGraphics 2011 Convention. Designed to help Alpha Centers grow revenue by effectively targeting and closing companies who need social media marketing technology, such as FanTools from Four51, and services.
Connect, Build, Sustain: Growing Your Business with Social MediaGrow Socially, Inc.
Your social media presence has to be planned, executed, managed, and measured on a daily basis
while using best practices. Smart online marketing begins with a plan that identifies the necessary actions to achieve
marketing objectives. During this presentation, Foley will demonstrate how companies can grow their business through
online marketing initiatives. He will share strategies, plans, tactics, and case studies that demonstrate how companies can
successfully incorporate social media into multi-channel marketing campaigns. Gain an understanding of how your target
audience communicates in the various social networks and how getting noticed is most important. Learn how to drive
website traffic from social media and generate leads. See real examples and case studies on how to use your creativity to
blend traditional marketing methods with online channels. Get immediate action items and ideas for your business—
website, social media channels, email campaigns, and more by using best practices for social networking, SEO, and website
design.
This presentation was given at the Kukutana networking group in London at the JWT cafe on the 21st June 2010. Its objective is to explain what listing using social media is all about and why it is important for marketers
How can you determine ROI in online communities and social networks? Contrary to popular belief, it’s not impossible.
In this free webinar Gary Angel - President of Semphonic, the largest vendor neutral web analytics consultancy in the US, and Scott K Wilder, community and social media expert and formerly manager of Intuit’s Small Business community and social marketing program – will show you how.
This webinar will provide practical tools, methods and guidance that you can use to understand where and how your audience spends their time, and how to zero in on the key conversations and the key influencers who are impacting what people think of your organization.
We’ll pursue the holy social measurement grail – methods to track leads, sales and more from community and social campaigns. Finally, we will show you how to quantify your success on other sites.
Here is a very basic Inside Sales Playbook I wrote a couple of years ago for a client which uses the C.H.A.M.P. sales qualification framework instead of the outdated B.A.N.T framework.
Social Media (Influence) Marketing by Martin WalshMartin Walsh
This is the detailed Social Media (Influence) Marketing Framework I developed a few years ago but which I constantly update based on practical experience implementing it in my roles at Microsoft and IBM. I have shared this strategic framework with many other organisations and provided advice on how to define, implement, operationalise and execute this tactic, particularly in context of a 360 degree integrated program and or campaign.
Digital Communication Strategy for Insurance CompaniesElvan Salman
Social media is seen as risky for a long time, but not anymore. Here I am sharing a safe way for insurance companies to launch their. digital media channels.
This is the presentation I gave at PRSA which talks about where PR fits within Social CRM and how as well as what is needed to make that fit work. Feel free to share it around and provide feedback!
http://www.spiral16.com This step-by-step presentation from Eric Melin and Robert Madison from web monitoring solution Spiral16 goes through the 6 Practical Steps To Creating and Measuring An Effective Social Media Program.
There is a lot of excitement surrounding social media. People are doing very creative things and tying them into business gains. It’s not an exact science, but it is important to tie your efforts into supporting your company’s objectives.
This presentation will help you think about how you can identify business goals, align those goals with a social media program, establish benchmarks, set realistic targets, and measure KPIs to determine success. After it's all said and done, you can look at results and find ways to improve.
This slide deck provides an in-depth look at the digital services company HUGE and a consulting analysis of recommended strategic actions for the company's future.
Customer Engagement is now becoming a widely used term within Marketing, but what does it actually mean? This presentation aims to clarify what customer engagement is and reinforce the importance of cross-channel collaboration. It focuses on identifying the challenges faced by organisations striving to achieve this level of engagement and how they can be addressed.
In-Plant Printers: How To Grow Business Through Value-Added ServicesinterlinkONE
This presentation is targeted to companies that are in-plant printing and mailing services providers.
That type of business is often found inside of colleges & universities, financial services institutions, insurance companies, hospitals, and other organizations.
During this presentation, interlinkONE presented ways that printers and mailers can grow their business by offering value-added services to their organization and customers. This includes:
- Mobile, QR Codes, websites
- Landing Page development
- Personalized URLs
- Web-to-Print
- Inventory Management and Order fulfillment
- And more.
Social Media B2B Marketing | Cisco, EuropeiStrategy
How to ride the hype of social media for b2b marketing. Presented by David Chalmers and Patricia Klein, Digital and Social Media Marketing, Cisco, Europe.
Alpha Graphics Convention 2011 Selling Social MediaJim Lahner
Selling Social Media, presented at the AlphaGraphics 2011 Convention. Designed to help Alpha Centers grow revenue by effectively targeting and closing companies who need social media marketing technology, such as FanTools from Four51, and services.
Connect, Build, Sustain: Growing Your Business with Social MediaGrow Socially, Inc.
Your social media presence has to be planned, executed, managed, and measured on a daily basis
while using best practices. Smart online marketing begins with a plan that identifies the necessary actions to achieve
marketing objectives. During this presentation, Foley will demonstrate how companies can grow their business through
online marketing initiatives. He will share strategies, plans, tactics, and case studies that demonstrate how companies can
successfully incorporate social media into multi-channel marketing campaigns. Gain an understanding of how your target
audience communicates in the various social networks and how getting noticed is most important. Learn how to drive
website traffic from social media and generate leads. See real examples and case studies on how to use your creativity to
blend traditional marketing methods with online channels. Get immediate action items and ideas for your business—
website, social media channels, email campaigns, and more by using best practices for social networking, SEO, and website
design.
This presentation was given at the Kukutana networking group in London at the JWT cafe on the 21st June 2010. Its objective is to explain what listing using social media is all about and why it is important for marketers
How can you determine ROI in online communities and social networks? Contrary to popular belief, it’s not impossible.
In this free webinar Gary Angel - President of Semphonic, the largest vendor neutral web analytics consultancy in the US, and Scott K Wilder, community and social media expert and formerly manager of Intuit’s Small Business community and social marketing program – will show you how.
This webinar will provide practical tools, methods and guidance that you can use to understand where and how your audience spends their time, and how to zero in on the key conversations and the key influencers who are impacting what people think of your organization.
We’ll pursue the holy social measurement grail – methods to track leads, sales and more from community and social campaigns. Finally, we will show you how to quantify your success on other sites.
Here is a very basic Inside Sales Playbook I wrote a couple of years ago for a client which uses the C.H.A.M.P. sales qualification framework instead of the outdated B.A.N.T framework.
Social Media (Influence) Marketing by Martin WalshMartin Walsh
This is the detailed Social Media (Influence) Marketing Framework I developed a few years ago but which I constantly update based on practical experience implementing it in my roles at Microsoft and IBM. I have shared this strategic framework with many other organisations and provided advice on how to define, implement, operationalise and execute this tactic, particularly in context of a 360 degree integrated program and or campaign.
Digital Communication Strategy for Insurance CompaniesElvan Salman
Social media is seen as risky for a long time, but not anymore. Here I am sharing a safe way for insurance companies to launch their. digital media channels.
This is the presentation I gave at PRSA which talks about where PR fits within Social CRM and how as well as what is needed to make that fit work. Feel free to share it around and provide feedback!
http://www.spiral16.com Social media ROI is tough to calculate because its a financial metric, and social media's value is not inherently financial. But the challenge isn't new -- finding ROI is difficult in other programs and campaigns as well. This presentation gives you 6 steps you can follow to measure an effective social media program.
Search And Success: How To Make Your Website, Content And SEO Pay OffMichael Hackmer
You know SEO, content and social media are important to your marketing because everyone keeps telling you they are. But what not enough marketers know is how to make those tactics actually pay off in increased leads, sales and ROI.
This presentation covers how to tie it all together with an information architecture and conversion strategy that will not only bring in more traffic, but help you turn more of that traffic into growth on the bottom line. Including how to:
- Identify your target audience and the messaging you need to reach them
- Build an information architecture that naturally enables SEO and social marketing
- Develop a content marketing library that wins business
- And, converting more visitors into leads, leads into sales, and sales into long-term ROI
Sponsored by LogMyCalls
The Presentation Agenda
1) Background (Terms, B2B And B2C Marketing Trends, SEO, ETC)
2) Consumer Trends Worth Noting
3) Identifying Your Customers
4) What Is Information Architecture And Why Is It Important?
5) SEO And Content Marketing That Wins Business
6) Measuring Results And Converting To Sales
7) Building Your Social Media Strategy
8) Time And Resource Management
Questions? Please contact Michael Hackmer, Found, Social Web Tactics, at: 703-362-1586. Email: michaelhackmer@socialwebtactics.com
Many CEO complain they do not see the value in marketing efforts. For them we suggest to use a simple and practical framework, PCCDIO, that has worked wonders for our clients,
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Julie Bevacqua shares tools to brand yourself as a market leader, such as Social Connector and Jigsaw, and social media platforms such as LinkedIn and Plaxo.
Please visit our online professional network and join our community of Automotive Social Media Marketing professionals at http://www.ADPsocialMarketing.com
B2B Digital Marketing Playbook for the COVID EraRohas Nagpal
Customers have changed.
Spending patterns have changed.
People's priorities have changed.
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So naturally, marketing techniques
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The "B2B Digital Marketing Playbook for the COVID Era" recommends an 11-point approach:
1. Understand what you are selling
2. Understand whom you are selling to
3. Design your digital marketing strategy
4. Optimize your website
5. Incentivize influencers
6. Optimize your digital marketing assets
7. Distribute your digital marketing assets
8. Make it easy for potential customers to contact you
9. Aim for a 60-second response time
10. Use dynamic QR codes
11. Use Artificial Intelligence
How Social CRM Can Help Address Changing Consumer DemandsFabio Cipriani
Social collaboration-based sales and marketing technologies help companies understand and manage changing consumer demands. Learn how leading companies are incorporating collaborative sales and marketing solutions into their overall CRM strategy.
The State of Digital Transformation in Marketing and CommunicationSocial Embassy
Extensive study amongst CEO's, CMO's and top brands on digital transformation. What is digital transformation and the impact? How do brands organise? How much are they investing? And what skills do marketeers need to develop? This report basically describes the future of Marketing and Communication.
With the twitch of the internet and explosion of social media, B2B marketing and lead generation has changed intensely in the last few years.
In this case study, we’ve defined what has changed in the recent years and additionally, a few B2B marketing strategies to increase lead generation.
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Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
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1. Exploring Social Media
as a process for driving BtoB
Lead Generation
But first a word of caution:
Leads depend as much on the
Messages as they do on the Media.
Maybe more.
So this will be a story about managing both
Media and Messages within our Marcom
Engine* process.
A Presentation by
Keith Bates Associates
GROWTH CONSULTANTS TO TECHNOLOGY MARKETERS
*Details available: http://www.kbates.com/marcom.htm
2. Question One:
Who manages the Media?
Answer:
Client based Director of CGM
(Consumer-Generated Media) or the CMO.
Question Two:
Who manages the Messages?
Answer:
Client’s VP Marketing, the Ad
Agency Creative Director, or your
Creative Consultant … and the
Market.
3. Partial list of Social Media,
both Digital and Non-Digital
First the Digital*
Blogs—your own and compatible entities
Email
Facebook pages for fans
LinkedIn
Mobile—meetings, events
Newsletters online
Podcasting
PRWeb
Social Networks (multiple)
Surveys
Twitter accounts
Unique landing pages
Video ads YouTube and/or website
Virtual conferences
Virtual trade shows
Webcasts/Webinars
White papers
Word of mouth—29% online
Note: What makes a medium social? The ability to
interact, respond, to the marketer’s messaging. It’s
dialogue, not monologue.
4. Social Media consists of
both Digital, and Non-Digital
Second, the Non-Digital
By-lined articles with contact data
Consulting practices
Customer Visitor Centers
Direct mail with personal contact data
Experiential marketing
Focused print media with contact data
Road shows
Telemarketing
Word of mouth—71% offline
5. Now, where do we begin?
That’s easy…
The Messages!
Which come in two flavors:
• Client driven messaging
• Consumer driven messaging
6. First the process of client
driven messaging:
Client driven messages evolve from the
Communications module of our six-module
Marcom Engine.
The Engines first three modules are Audit,
Strategy, and Communications, and represent
the Planning Phase.
The Engines second three modules are
Arsenal, Deployment, and Measurement, and
represent the Execution Phase.
Within the Communications module we
assemble a Creative Repository which is
populated with core intelligence (extracted
from the Audit and Strategy modules)…
which is then blended with “big idea”
theme/image standards built by your art
director, ad agency or creative consultant.
The success of this effort is heavily based on
your value proposition which should have
evolved during the development of the core
intelligence process.
Details available: You need a better Creative Repository
7. And then some thoughts on
consumer driven messaging:
Consumer driven messages also evolve from
our (revised) six-module Marcom Engine…but
from the Deployment module, not the Creative!
From the Execution Phase not the Planning
Phase!
Feedback is key. Content is King!
And I say “revised” because for this stage
Marcom (for marketing communications)
changes to Marcon (for marketing
conversation).
Now, instead of controlling messages we
monitor/participate.
Books have been written on this topic. Try
Joseph Jaffe’s “Join the Conversation”.
The success of this effort is heavily based on
the quality of our responses in our efforts to
participate with contributors.
8. Now we move from
Messaging to MEDIA…
From BtoB Magazine’s headline story 1/18/2010
Optimism, accountability, social media top trends
Integration of social media
One of the biggest trends in 2009 was the
explosion of social media as a marketing tool,
as marketers took advantage of the low-cost
content distribution model through YouTube
videos, blogs, Twitter accounts and Facebook
pages. This year, social media will become
more integrated into traditional marketing
platforms as well as throughout organizations,
marketers predicted.
“2010 is the year social media leaves the
marketing group,” said Paul Dunay, global
managing director-services and social
marketing at Avaya. “Social media has the
capability of transforming other parts of the
organization, from developing products, to
doing survey research, to tweeting about billing
issues.”
media continued…
9. media continued…
Dunay said social media also has the power
to transform the role of the CMO, as
executives with knowledge of social media
can evangelize its benefits to the entire
organization.
“If you have someone who really knows the
social media landscape, they can galvanize
the company around the customer. Social
media is not just a marketing thing; it is a
finance thing, a product thing, a customer-
support thing,” he said. “Social media has the
ability to integrate all of these functions and
get them to work in a more fluid manner.”
10. And now a word about
Word of Mouth Marketing,
our passion.
First lets explore some common
misconceptions of Word of Mouth
It spreads like wildfire: WRONG— rarely
works well without accelerated contagion.
All you need is a good product: WRONG—
product needs inherent interest to inspire
talk, and activities to accelerate process.
With good PR you don’t need marketing:
WRONG—traditional marcom tools
needed to convert enthusiasts to buyers.
Focus should be on sales, not contacts.
All you really need are early adopters:
WRONG—visionaries only start the
process. Think pragmatists…to get rich!
Do it online! No do it offline! WRONG—
using only one is fatal. Both are needed.
11. What are the tools and
processes employed by
word of mouth designed to
accomplish?
According to WOMMA
there are five major activities:
IDENTIFYING PEOPLE most likely to
share their opinions.
EDUCATING PEOPLE about your
products and services.
PROVIDING TOOLS that make it easier
to share information.
STUDYING OPINIONS as to how, where,
and when they are being shared.
LISTENING AND RESPONDING to
supporters, detractors, and neutrals.
12. A few influencer
relations tactics*
Initiating the relationship:
Personalized correspondence
E-mail correspondence
Direct response re influencer work
Care packages (product trial)
Information packages (FAQs)
Forward articles of interest
Event interception
Contact opportunities:
Recognition awards
Company conferences
Influencer spotlight
Briefings
Webinars
Road shows
Lunch/Dinners
Involvement:
Influencer brainstorming
Product review board
Speakers bureau
Testimonials
Day at the company
CEO summit
*Courtesy of Paul Rand, Zocalo Group
13. Introducing the Marcom
Engine as the framework
for embracing WOMM.
THE MARCOM ENGINE EVOLVED FROM
THE CONCEPTS of Business Process
Reengineering and Integrated Marketing
Communications
It consists of three planning modules: Audit,
Strategy, Communications; and three
execution modules: Arsenal, Deployment,
Measurement.
The Marcom Engine acts as the foundation for
the Keith Bates Associates Communications
Support Plan which employs WOMM
throughout.
14. And in conclusion BtoB
vendors are increasing
focused on accountability
From BtoB Magazine’s headline story 1/18/2010
Optimism, accountability, social media top trends
While proving ROI on marketing performance is
nothing new, the recession increased the emphasis
on accountability and analytics, and this will continue
even as a recovery gets under way.
“While this trend has been more emergent over the
last five years, there has been more acceleration as a
consequence of the increased capacity to do
analytics and a less friendly economic environment,”
said Rick Segal, CEO at b-to-b agency Gyro- HSR
North America, Cincinnati. “It has obligated us all to
pinch pennies all the more tightly and squeeze blood
from a rock.”
From hiring analytics experts to installing software to
measure and optimize campaigns, marketers and
agencies will increase their investment in data
analytics and measurement processes this year.
“More clients are demanding the math behind the
creativity,” Seifert said. Ogilvy made a big investment
in analytics last year, and Seifert said this will be an
important focus for the agency this year.
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15. I’d like to offer you a free QuickChek
analysis and a two hour audit of your
current marketing communications
agenda. If you live outside the Chicago
area there may be a travel charge.
Simply click here to send an email indicating your
interest I’ll follow up work out a time line.
Visit my site at www.kbates.com. Check out my client
list, success stories, case studies, and testimonials.
For a live example of my Web 2.0 experience check
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that I designed and built.
WE LEND WINGS TO YOUR SALES, AND SPURS TO YOUR MARKETING
Keith Bates Associates
GROWTH CONSULTANTS TO TECHNOLOGY MARKETERS
4319 N. Lowell Ave., Chicago, IL 60641 773.205.7992 or keithbates@kbates.com