Social Media for Your B2B Marketing Mix: Planning, Expanding, Executing & Measuring Presented by:Beth Harte, Client Services DirectorSerengeti Communications@bethharte

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• Product• Price• Place • Promotion

• Customer• Cost• Convenience • Communication

VERSUS

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The 5 Step Measurable Plan• Goal• Objectives (Measurable)• Strategies• Tactics (Measurable)• Measurement

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Setting a Goal• What do you hope to gain by engaging in social media?• Does your goal fit into overall corporate goals?• How to write a goal:

– To increase sales– To decrease customer service expenditures

• How not to write a goal:– To increase sales AND to increase customer engagement– AND = Two distinct plans

Measurable Objectives• Output: Physical products

– Blog post, news release, e-mail, etc.

• Outtake: What a target audience takes away– Messages, perceptions, understandings

• Outcome: Quantifiable changes in attitudes, behaviors, or opinions– Sales, change in the number of downloads,

requests, responses

Writing Measurable ObjectivesTo be measurable, objectives MUST include:

1.A specific desire, communication or behavioral effect;

2.A designated target audience among whom the effect is to be achieved;

3.The expected level of attainment; and

4.The timeframe in which those attainments are to occur.

Measurable Objective Samples• Output: To create a Facebook Fan Page and have

15% of online public #2 join within 6 months.

• Outtake: To increase positive mentions that include key message in industry blogs (named) by 15% within six months.

• Outcome: To increase sales within Target Market X of Product Y by 20% within 3 months.

Smart Strategies• What is the approach to

achieving objectives and reaching the goal?– Example: Establish a Facebook

Fan Page to keep target audiences connected.

– Example: Set up a Ning community to support customers of Product X.

Tempting Tactics• What tools will be

used?• What are the metrics?• Examples:

– Facebook • Fans, Likes, Comments, etc.

– Ning • Members, Threads, Sentiment, etc.

– Blog • Posts, Comments, Shares, etc.

– Twitter • Following/Followers, Retweets, Sentiment, etc.

5 Key Steps to Ensure an Integrated Marketing Experience

Source: IMC: The Next Generation, Schultz & Schultz

Identify Customers & Prospects

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Psychographics Sociographics Ethnographics Firmographics

Understand Buying Behavior

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Firmographics

Psychographics

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Sociographics

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Ethnographics

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Estimating the Value of Customers

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I need a widget My friend sellswidgets...

I need a

widget...

My buddy sells widgets...

Our widgets are cheaper & faster...

You used to buy our

widgets...

Take an Outside-In Approach

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The 5 R’s of IMC

• Relevance

• Receptivity

• Response

• Recognition

• Relationship

Source: IMC: The Next Generation, Schultz & Schultz; Image Source: www.exchange3d.com

Planning Communication Messages & Incentives

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:30

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Estimating Return on Customer Investment

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Evaluation & Future Planning

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IBM

EMC

Forrester Research

BreakingPoint

Oracle

Indium

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Metrics vs. ROI

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What Does Success Look Like?• Clicks• Friends/Followers/Fans• Comments• Net Promoter Score• Buzz• Growth Rate• Uploads/Downloads• Likes/Favorites• Social Bookmarks• Sales Impact• Phone Calls

• Subscriptions• Page Views• Frequency• Sentiment Change• Brand Mentions• Change in Market Share• Customer Satisfaction Impact• Suggestions• Responses• Attendance• Customer Lifetime Value

ImpactList Source: www.marketersstudio.com

What Did Your Plan Call For?

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Tools to Help Measure

Tools to Help Measure

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Thank You!Beth HarteClient Services DirectorSerengeti Communications

Twitter: @bethharte / #IMCchat

bharte@serengeticom.com

www.serengeticom.com