B2B Social Media Marketing Techniques: Measuring the Impact from Creation to Closed Deal

Kyle FlahertyDir. Of Marketing, BreakingPointTwitter: @kyleflahertyeMail: kffbos@gmail.comBlog: www.dancewithstrangers.com

Aaron StroutCMO, Powered, Inc.Twitter: @aaronstrouteMail: astrout@powered.comBlog: www.stroutmeister.com

Why You Guys?

Agenda• What is social media really?

• Tools, Tools, Platform and Tools

• Social Media is in your marketing DNA

• Does it really work for B2B?

• Social Media + Content = Community

• Measurement TechniquesGetting Our Hands Dirty

Three Things to NEVER do in Social Media

Five Steps To Get Involved with Social Media Right Now

What Is Social Media?

Social media: content created by people using highly accessible and scalable publishing technologies. At its most]basic sense, social media is a shift in how people discover, read and share news, information and content. […] Social media has become extremely popular because it allows people to connect in the online world to form relationships for personal and business. […]

The REALLY Important Words

Social media: content created by people using highly accessible and scalable publishing technologies. At its most]basic sense, social media is a shift in how people discover, read and share news, information and content. […] Social media has become extremely popular because it allows people to connect in the online world to form relationships for personal and business. […]

Tools, Tools, Platforms, Tools

Twitter

LinkedIn

Facebook

Step #1: Listen

Step #2: Plan

Step #3: Make Mistakes

Step #4: Make It Part of Your Day

Step #5: Integrate Campaigns

Social Media Is In Your Marketing DNA

Social Media Lives in Your Company

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Social Media Lives in Your Marketing

OK, So Who Is Doing This Well?

This is NOT Social

This is ALSO Not Social

Nor is this Social

Social Media + Content = Community

Sample subject: Running

Subject DepthSubject Depth

If you don’t know your audience’s preferences, start small and test - or just ask them.

article tutorial

workshop

video

Good Social Media Begets Good Community Begets Good Content

Content: The 7 commandmentsTo create killer content, thou shalt…..

1. never (ever, ever, ever) create infomercials.

2. align content strategy to (community) business objectives.

3. be realistic about the community’s propensity to contribute content and commune.

4. offer depth and breadth of content topics.

5. acknowledge differences in learning styles and diversify formats.

6. keep the content fresh and relevant but create (some) content that will have a long life.

7. listen to your audience and optimize to meet their needs.

Successful communities must be nurtured

February 2008 Forrester: “Online Community Best Practices”

http://www.facebook.com/AtkinsDiethttp://community.atkins.com/

Community Case Study: Atkins

And then Comes MeasurementCommunity Key Performance Indicators

• % more likely to recommend your brand

• Community referrals• Social syndication

• Actual online transactions & revenue

• Reported purchases

• % of clicks to brand products• % More likely to purchase• % Planning to purchase

• % return visitors• % retention year to year• Share of household/wallet• Planned brand purchases

• Community registrations• E-mail opt-ins• Time per visit

Content optimization measures: Views, clicks on calls-to-action, ratings, survey feedback

$

Social Media = Marketing = $$$

Measurement Techniques: Better Traffic

Measurement Techniques: SEO Juice/Community Building

Measurement Techniques: Sales Leads!