Social media roi, asap


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  • Lets face it, Social Media has a perception problem.
  • There are so many “experts” trying to tell us what to do, it’s overwhelming and hard to keep up
  • 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
  • Social media ROI has a perception problem.
  • 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.
  • 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.
  • Concept 1: Web content marketingInbound marketing
  • 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
  • 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
  • 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
  • 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
  • From Hubspot
  • From Hubspot
  • Social media roi, asap

    1. 1. Video or photo
    2. 2. B2B Social Media Marketing,Sales & ROI Susan Cato Digital Strategist @susancato
    3. 3. The Social Media Perception Problem
    4. 4. Overwhelmed by “experts”
    5. 5. Myths
    6. 6. B2B B2C vs
    7. 7. Relationship-based sales
    8. 8. Most of us are reacting to social media,Rather than being more proactive and going after specific goals and targets
    9. 9. Social Media ROI Is not measured enough, especially by B2B marketersOnly 2 out of 5 B2B marketers now measure the ROI of social media.(Hubspot)
    10. 10. Value of Social Media• 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. 11. Practical Approach• Bring value with content and knowledge• Build reach• Share links• Generate leads• Increase sales• Measure performance• Tweak and repeat
    12. 12. Content = Links Links = Reach Reach = Leads Leads = Sales
    13. 13. Using content & knowledge as a marketing asset
    14. 14. 60% of the SALES CYCLE is overBefore a buyer talks to your salesperson. (Corporate Executive Board)
    15. 15. Youare aSubjectMatterExpert
    16. 16. You know your audience best
    17. 17. Business 2 Business = People 2 People B2B = P2P
    18. 18. Building Reach
    19. 19. Blogs: The single most 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. 20. Blogs and customer acquisitionIncreased frequency of blogging correlates withincreased 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. 21. Make your company an industry superhero
    22. 22. Link Sharing
    23. 23. Pop QuizThe shelf life of a social media link is?
    24. 24. Link sharing 10%60%Links to 3rd party articles & content Direct links to landing pages 30% Links to company articles & content
    25. 25. CTAseverywhere
    26. 26. LandingPages
    27. 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. 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. 29. Monitoring &ListeningIndustry ContentAnalytics & PerformanceBrand Mentions, Interactions,Customer Service
    30. 30. Content Dashboard
    31. 31. Analytics
    32. 32. Engagement, Mentions, CRM
    33. 33. Measure, learn, improve …and repeat
    34. 34. B2B Social Media has ROI
    35. 35. Calculating ROITotal Lifetime Value – Cost of Customer Acquisition = ROI (%) Cost of Customer Acquisition
    36. 36. First- vs Last-Action Attribution
    37. 37. Social Media for Sales• 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. 38. ROI should be measured alongside other benefits for a complete understanding of impact and value.
    39. 39. Social media is just one of several strategies within theentire marketing & sales ecosystem
    40. 40. Combine Efforts & Amplify
    41. 41. Social: Mobile• 4.8 billion 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. 42. Social media marketing is an investment, …not an expense.
    43. 43. Make it right for 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. 44. Tools & Resources• Hubspot Website Grader• Hubspot:• Argyle Social:• Radian6:• Sprout Social:
    45. 45. Tools & Resources• Altimeter Report: Social media ROI Cookbook: http://www.web- report-social-media-roi-cookbook/• 72 Social media marketing facts and statistics for 2012: media/72-fascinating-social-media-marketing- facts-and-statistics-for-2012-0229237
    46. 46. Q&A
    47. 47. Thank You