Social media roi, asap

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B2B Social Media Marketing, Sales & ROI

Susan CatoDigital Strategist

@susancatosusancato.com

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The Social Media Perception Problem

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Overwhelmed by “experts”

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Myths

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B2B vs B2C

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Relationship-based sales

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Most of us are reacting to social media,

Rather than being more proactive and going after specific goals and targets

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Social Media ROI Is not measured enough, especially by B2B marketers

Only 2 out of 5 B2B marketers now measure the ROI of social media.

(Hubspot)

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Value of Social Media

• Expanded Audience/Reach

• Increased brand awareness

• Increased website traffic• Improved discoverability• Better customer insights• Lead Generation

• Sales and other key conversions

• Talent acquisition• Product development• Reduced costs for other

core processes

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Practical Approach

• Bring value with content and knowledge• Build reach• Share links• Generate leads• Increase sales• Measure performance• Tweak and repeat

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Content = LinksLinks = ReachReach = Leads

Leads = Sales

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Using content & knowledge as a marketing asset

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60% of the SALES CYCLE is over Before a buyer talks to your salesperson.

(Corporate Executive Board)

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You are a

SubjectMatterExpert

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You know your audience best

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Business 2 Business = People 2 People

B2B = P2P

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Building Reach

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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)

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Blogs and customer acquisition

Increased frequency of blogging correlates with increased customer acquisition. (Marketing Charts)

> than 1x per day 1x per month < 1x per month0%

10%20%30%40%50%60%70%80%90%

100%

% of bloggers who acquire customers via blog activity

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Make your company an industry superhero

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Link Sharing

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Pop Quiz

The shelf life of a social media link is?

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Link sharing

60%30%

10%Links to 3rd party articles & content

Links to company articles & content

Direct links to landing pages

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CTAs everywhere

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Landing Pages

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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)

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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)

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Monitoring & ListeningIndustry Content

Analytics & Performance

Brand Mentions, Interactions, Customer Service

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Content Dashboard

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Analytics

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Engagement, Mentions, CRM

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Measure, learn, improve …and repeat

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B2B Social Media has ROI

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Calculating ROI

Total Lifetime Value – Cost of Customer Acquisition= ROI (%)

Cost of Customer Acquisition

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First- vs Last-Action Attribution

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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)

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ROI should be measured alongside other benefits for a complete understanding of

impact and value.

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Social media is just

one of several strategies within the

entire marketing & sales ecosystem

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Combine Efforts & Amplify

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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)

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Social media marketing is an investment,

…not an expense.

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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

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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

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Q&A

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Thank You