Social media for B2B field marketing

© The Marketing Practice 2011

Social Media Planner for Field Marketing

II GatherIinsight – behaviours, channels, needs topics, preferences, influencers and competitors

II DefineIgoalsIandItactics – based on achievable behaviours, simple steps and justifiable ROI

II CreateIcontingencyIplansI–Iemployee policy and customer service handling

II BuildItheIbasicIfoundationsI–Iset up ‘core’ platforms

II StartIsmallI–Iplan one ‘social media marketing’ initiative

II AssessIwiderIopportunitiesI–Ileverage into other existing programmes

II MeasureIprogressIandIadaptI–Iestablish monitoring, measurement and analysis hub

II AndImaintainIaIrollingI90IdayIplan...

action plan90 day

Editorially run: blog, ‘social’ website, Twitter, LinkedIn, Youtube, Facebook

Distribute content, promote offers, leverage events

Reviews, ratings, unconferences, customer stories

Purpose-built content experiences designed for social media

Identify influencers and social customers, create relationship opportunities

Monitor for potential leads, gather and use account or contact intelligence

Customer service

Reputation management

Communities & experts

Product development

Sales & M

arketing

Maximise wider m

arketing

User-generated content

Content experiences

Build relationships

Generate business

CoreIplatforms

Monitoring,MeasuringI&IAnalysis