SOCIAL MEDIATHE BIG PICTURE

@myerscough

BIGTHE

PICTURE

SOCIAL MEDIA

THE OLD WAY ISN’T WORKING

DIGITAL NATIVES v DIGITAL IMMIGRANTS

Source: Enquiro B2B report / The rise of the digital native

BETTER CONNECTED

37% OF B2B BUYERSreported researching products or services for their business on their mobile phones

TIME PRESSURED

56% OF B2B BUYERSmake business decisions at home, blurring the lines between business and personal lives

MORE EMPOWERED

70% OF THE PURCHASE CYCLEin B2B is completed before getting in touch with suppliers

MORE INFORMED

plays a major role in moderating vendor selection

87% SAY ONLINE CONTENT

MORE SELECTIVE

67% OF B2B BUYERSdon’t trust vendor content

COMMUNITY MINDED

28% OF B2B BUYERSshare online content with more than 100 people

COMMUNITY MINDED

41% USE SMARTPHONESto access B2B content, 30% use tablets and 68% via desktop PCs

STALKING

TALKING

the hunter has become the hunted

CONNECTED CUSTOMERS

WHY SOCIAL MATTERS

PUSH TO PULL MARKETING

16

SOCIAL MEDIA

WHAT IT MEANS FOR BUSINESS?

SOCIAL MEDIA

STRATGEY

THE PURPOSE OF SOCIAL MEDIA

Entices audiences to enter a dialogue

Encourages them to pick up some information of value

Provides an environment where a relationship can exist

Supports brand advocacy through endorsement and sharing

Improves online brand visibility

Allows them to step into the sales funnel

Understand the BuyerDigital body languageChannel and Web integration

Communicate effectivelyTargeting and segmentationE-mail marketing

Stay In touchEffectively nurture leads

Get sales involvedImprove lead qualityLead scoring and prioritisation

Make sales effectiveEnable saleSales and marketing alignment

THE PURPOSE OF MARKETING

Measure KPIs Understand revenue

Revenue

INTEGRATED SALES & MARKETING FUNNEL

Customer(Revenue)

Prospect Qualified Lead (MQL)

Sales Accepted Lead (SAL)

Suspect Sales Qualified Opportunity

(SQO)

EvaluateLearn JustifyInterest

Marketing validates quality

of interest.

Marketing nurtures to sales ready.

Sales validates and accepts ownership.

Sales validates BANT criteria

Sales closes revenue

opportunity.

Customer Buying Process

Sales & Marketing Process

Purchase

Engage and inspireEncourage users to interact with content and functionality and capture data

Web personalization, Behavioural targeting, Conversion optimization, Analytics, Content marketing, Social media…

Bounce rate, Pages per visit, Product page conversions, Landing page conversions, Downloads, Form completions, Visit duration…

Nurture and convertConversion of Web traffic in the form of leads, sales, registrations, membership

Marketing automation, Lead nurturing, Lead scoring, E-mail retargeting, SMS, Telemarketing…

Conversion rates (CPA/CPL), Leads/sales volumes, Inbound call volumes, Content engagement, Revenue…

KeepBuild relationship with customer and drive cross-sell/up-sell strategies

CRM, Campaign management, Segmentation, Customer lifecycle marketing, E-mail, Newsletters, Apps…

Repeat visits, Repeat conversions, Content engagement, Lifetime value, Average customer spend…

Impressions/CPC, Unique visitors, Audience share, Share of voice, Revenue…

SALES AND MARKETING FUNNEL

BusinessStrategyReach and attract

Build awareness of brand/campaigns and drive traffic to Web site to fill the funnel

E-mail, D-mail, Search, Content Marketing, Social media, Prospecting, PR, Events, Mobile, Display, Data Management…

SOCIAL MEDIA

DIGITAL BODY LANGUAGE

APPROACH THIS AS A LONG-TERM MEDIUM

BUYER PERSONASONE FOR EACH ROLE

Understand their world

How they search for products and services

Where they source information

When they enter the buying process

Issues and needs they have

Customer persona: Technical Buyer

NEEDS ANALYSISCONTENT PLAN

Personas needs against buying process

What questions will they ask?

How do we answer the question?

What type of content and format is relevant?

Where do we share that content?

PAID, EARNED AND OWNED MEDIA

Awareness content(Connectivity e-book)

OWNED

Landing page

PAID

“connectivity”

PPC (long-tail keywords)

Display ads

Social recommendations (Google +1)

Traffic from social sharing (likes, re-tweets, etc)

Connectivity blogs & supporting content

TTB social channels

Push Push

Traffic

Promote

EARNED

Shares

INTEGRATE ALL CHANNELS

Landing pages(Segmented)

Marketing automation (Eloqua)

Analytics (Google, VisiStat, DoubleClick)

CRM (Salesforce.com)

Segmented content

Premium content (e-books)

Videos and infographics

Web apps and tools

Phone (Dynamic NGN)

Live chat

Availability checks

Web forms (content reg)

E-mailD-mailTwitter LinkedIn Fllickr YouTube Slideshare Displayads

Behavioralads

Mobile(SMS)

Blogs Social ads

PPC Mobileads

Inbound (advertising)Inbound (social and PR) Outbound (direct)

SeminarsEvents

Outbound (off-line)

SEO

Integrated campaigns (SME, Corporate and Partner)

Brand experience Sales/lead generation

Lead scoringExplicit &Implicit

Lead Nurturing

to MQL

Pass to sales

Leads

E-mailRe-

targeting

MAP CONTENT TO THE BUYER TIMELINE

Infographics x10Presentations x16Light Reads x21

Product Demo Videos x19ROI/TCO Calculators x4

Intro Copy x119Topic Videos x12

Case Studies x35

Image Diagrams x18

Technical Specs x34

Articles x 45Press Releases x 45

SOCIAL MEDIA

WHAT DOES YOUR BUSINESSNEED TO FOCUS ON?

CUSTOMERS NEEDSINSIGHTSKNOWLEDGESUPPORTIDEASHELP

SOCIAL MEDIA OBJECTIVES

42

CRM

Audience reach

Brand building

Influence influencers

SEO

Thought leadership

Competitive advantage

Media Description How it works Frequency

Website to share contents & where target audience can also leave comments

The hub of all social media activities An integrated resource for all social channels Content driven by PR campaign, supplemented by ‘ad hoc’ contributions

Updated fortnightly

Micro-blog that enables its users to send and read text-based posts

Act as a ‘signpost’ to target audience to the blog, with short messages called ‘tweets’ Mainly driven by blog content Tweets will feature ‘story teasers’, related to blog posts & references to interesting 3rd party content

Updated daily

Net-working site designed for business community to make new business contacts & to keep in touch with co-workers & affiliates

The prime channel for generating discussion Groups will stimulate both questions & answers as well as delivering news to key audiences Content will relate to blog & topical issues as well as reactive activity in response to members’ queries

Updated daily (status) or weekly (Group)

Photo-sharing website, image bank for SEO, highly ranked by Yahoo

Primarily used as an SEO (search engine optimisation) tool Resource for directing users to the blog/website Images uploaded to the blog & Flickr simultaneously Images tagged with SEO keywords

Updated as and when images are available

Web TV with ‘talking heads’ and project footage . Easily digestible, visual delivery of messages

Used to showcase our products, projects, experience & expertise Primarily driven by thought leadership & issues based content

Updates as & when videos are produced

HOSTING

WordPress Blogger Tumblr Slideshare YouTube

SIGNPOSTING

Facebook Pinterest Google+SlideshareYouTubeTwitter

ConversingLinkedIn Twitter WordPress Blogger Tumblr

THE PROCESS

STRATEGY CONTENT CHANNELS

MeasureDiscover Content Design Produce Deploy

Collect audience and international insights that will inform the content strategy and evaluate current situation

Develop the strategy to support frequent, rich and responsive business goals

Create visual identity and design. Identify and select technology that support the desired online experience

Create and configure channel outlets and populate beta social platforms for testing

Test and revise environments for launch and commence promotional plans – via digital and non-digital channels

Continually measure effectiveness of digital tactics and social media against established objectives

STRATEGY CONTENT CHANNELS

THANK YOU

SteinIAS.com | @SteinIAS | @SteinIAS_EMEA