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Social media roi, asap
The document discusses best practices for using social media for B2B marketing and sales. It notes that while social media ROI is not measured enough, content, links, reach, and leads can translate to sales. It recommends using blogs as the most important inbound marketing tool, sharing quality third party content, and emphasizing LinkedIn for lead generation. Metrics like website traffic, leads, sales, and customer acquisition should be tracked to demonstrate social media's ROI. An integrated approach combining social, content, and other strategies is suggested.
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Social media roi, asap
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- 2. B2B Social MediaMarketing, Sales & ROI Susan Cato Digital Strategist @susancato susancato.com
- 3. The Social MediaPerception Problem
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- 6. B2B B2C vs
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- 8. Most of usare reacting to social media, Rather than being more proactive and going after specific goals and targets
- 9. Social Media ROIIs not measured enough, especially by B2B marketers Only 2 out of 5 B2B marketers now measure the ROI of social media. (Hubspot)
- 10. Value of SocialMedia • Expanded • Sales and other key Audience/Reach conversions • Increased brand • Talent acquisition awareness • Product development • Increased website traffic • Reduced costs for other • Improved discoverability core processes • Better customer insights • Lead Generation
- 11. Practical Approach • Bring value with content and knowledge • Build reach • Share links • Generate leads • Increase sales • Measure performance • Tweak and repeat
- 12. Content = Links Links = Reach Reach = Leads Leads = Sales
- 13. Using content &knowledge as a marketing asset
- 14. 60% of theSALES CYCLE is over Before a buyer talks to your salesperson. (Corporate Executive Board)
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- 16. You know youraudience best
- 17. Business 2 Business= People 2 People B2B = P2P
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- 19. Blogs: The singlemost important inbound marketing tool • B2B companies with blogs generate 67% more leads per month on average than non-blogging firms. (Social Media B2B) • When asked to rank the importance of the services they use, 25% of users rated their company blog as critical to their business, while a further 56% considered them either important (34%) or useful (22%)” for a total of 81%. (Marketing Charts)
- 20. Blogs and customeracquisition Increased frequency of blogging correlates with increased customer acquisition. (Marketing Charts) % of bloggers who acquire customers via blog activity 100% 80% 60% 40% 20% 0% > than 1x per day 1x per month < 1x per month
- 21. Make your companyan industry superhero
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- 23. Pop Quiz The shelflife of a social media link is?
- 24. Link sharing 10% 60% Links to 3rd party articles & content Direct links to landing pages 30% Links to company articles & content
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- 27. Links, Reach &SEO • SEO-driven leads have the highest lead-to-close rate (15%) among common lead generation sources. Paid search leads average a 7% rate, while outbound marketing leads (e.g., direct mail, telemarketing) close at a 2% rate. (Econsultancy) • B2b marketers believe social media is critical to organic search success. Marketers rate social media as the second- most important factor (64%) in search, behind only strong content (82%). (BtoB Magazine) • 57% of B2B marketers say SEO has the biggest impact on their lead generation goals. (Mindjumpers)
- 28. LinkedIn for Leads •Among B2B Companies, LinkedIn is the most effective social network for generating leads, with 65% of those using LinkedIn having acquired a customer through the professional network, followed by company blogs (60%), Facebook (43%), and Twitter (40%). (Marketing Charts) • LinkedIn generates more leads for B2B companies than Facebook, Twitter or blogs. Yet only 47% of b2b marketers say they are actively using LinkedIn vs. 90% on Facebook. (Social Media B2B)
- 29. Monitoring & Listening Industry Content Analytics& Performance Brand Mentions, Interactions, Customer Service
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- 33. Measure, learn, improve…and repeat
- 34. B2B Social Mediahas ROI
- 35. Calculating ROI Total LifetimeValue – Cost of Customer Acquisition = ROI (%) Cost of Customer Acquisition
- 36. First- vs Last-ActionAttribution
- 37. Social Media forSales • 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. (Social Media B2B) • 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. 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. (eMarketer)
- 38. ROI should bemeasured alongside other benefits for a complete understanding of impact and value.
- 39. Social media isjust one of several strategies within the entire marketing & sales ecosystem
- 40. Combine Efforts &Amplify
- 41. Social: Mobile • 4.8billion people now own mobile phones. Just 4.2 billion own a toothbrush. (Mindjumpers) • Mobile commerce is projected to ten-fold from 2010 ($3 billion) to 2016 ($31 billion). (TMGmedia) • While three-quarters of B2B marketers are aware of the growing importance of mobile devices, only 23% rate mobile search as either “important” or “critical” to their search marketing objectives. (BtoB Magazine)
- 42. Social media marketingis an investment, …not an expense.
- 43. Make it rightfor you • Organize your content around customer needs and pain-points • Implement strategies and tactics that support your objectives • Use a blog • CTA’s everywhere • Measure, learn and improve
- 44. Tools & Resources •Hubspot Website Grader http://www.websitegrader.com/ • Hubspot: http://www.hubspot.com/ • Argyle Social: http://www.argylesocial.com • Radian6: http://www.radian6.com/ • Sprout Social: http://www.sproutsocial.com
- 45. Tools & Resources •Altimeter Report: Social media ROI Cookbook: http://www.web- strategist.com/blog/2012/07/24/altimeter- report-social-media-roi-cookbook/ • 72 Social media marketing facts and statistics for 2012: http://www.business2community.com/social- media/72-fascinating-social-media-marketing- facts-and-statistics-for-2012-0229237
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Editor's Notes
- #4 Lets face it, Social Media has a perception problem.
- #5 There are so many “experts” trying to tell us what to do, it’s overwhelming and hard to keep up
- #6 It’s simpleIt’s freeIt’s just FacebookSocial media is the silver bulletThere is no ROI or you can’t measure ROIIts for B2C onlyIt’s just people talking about what they had for breakfast
- #9 Social media ROI has a perception problem.
- #11 You have to decide, within your own company – what is most important.Also, for many of these – the value comes hand-in-handIt’s not linear, and it would be hard to focus on just one thing.
- #13 I am a huge proponent of building reach through your social media strategy.If you want to get leads from social media, you first have to have a community – people who are following you and engagedAnother big myth is that you cant sell in social media there are a lot of people who say you cant sell through social media, you cant generate leads through social media. That’s just wrongI’m here to say that those people are wrong. B2b is about selling – sometimes Yes you have to build a community, yes you have to share content,Sometimes you just have to close – closing means different thingsEncouraging people to sign up for you webinar, your whitepaper, your demo – there are a lot of things to think about. In the end, you are after qualified leads who are engaged with you and your community – and social media helps you do that.
- #14 Concept 1: Web content marketingInbound marketing
- #15 Why is it importantOver half of the cycle is doneThat’s because we live in the world now of the educated consumerWe live someplace through google, sm people can do a lot more research before they even get to salesAs B2B marketers, we need to be front-and-center in that mixThat is why social media is more important today as a key part of B2B marketing
- #18 What you are doing as a marketer or salesperson in a b2b company, you are connecting with peopleAnd by using social media, you can get a much better sense of who they areWhen it comes down to it, people buy from people they know and that they can trustAnd by building these connections through social media – you can actually connect with those peopleWhen it really comes down to it, b2b is really p2pThis is
- #24 There was a study done online, and it turns out the shelf life is about 3 hours. Because the shelf life of links are so short, that’s another reason why to think about sharing so much online
- #35 Finally, Im going to talk about everyones favorite subject – ROIThere are a lot of people out there who will tell you that Social Media has no ROI – it’s all emotion its fluffy stuff and likes and links.With B2B social media its not the case. B2B social media has a very clear ROI, and we are going to talk now about how to measure this
- #36 From Hubspot
- #37 From Hubspot