B2b marketing social media plan

Social Media Measurement – maximising ROI from digital marketing

17th February 2011

Copyright © 2011 CleverTouch Marketing, All rights reserved

The brief

• 4.45pm - New ideas and solutions to your own measurement and ROI challenges - New techniques- Scoring social media leads- Different metrics - Planning future resources and budgeting

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About CleverTouch

Rules-based

Workflow

Marketing Know-

how

Intelligent Marketing Technolog

y


About CleverTouch

Rules-based

Workflow

Marketing Know-

how

Intelligent Marketing Technolog

y

Our Topic Cloud


Different things to different people

‘Social Media are Media for Social Interaction, using highly accessible and scalable communication techniques……a group of internet based applications…………creation and exchange of user generated content.’

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Top reasons to invest in Social Media

1. Customer Support

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1. Customer Support

2. (HR) & Recruitment

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95% of Companies using



1. Customer Support


3. PR & Crisis Management

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1. Customer Support



4. MR, Seeding, Beta Testing

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1. Customer Support



4. MR, Seeding, Beta Testing

5. Lead Gen & Sales

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c.$5bn p.a.

So who’s Mr(s) Average?

• Under 35

• Lib/lab

• Urban

• Technocrat

• Anti-establishment

• 38

• Male & White

• 120 friends

• 5-10% interaction

• Dunbar’s Law11

• 45

• Male/Female

• Uni/Post grad

• 52% daily use

• Bigger reach than BW/Economist/WSJ

So what does Social Media mean to B2B marketers?

• Greater reach……possibly vital..…recognised at CXX levels.

So what does Social Media mean to B2B marketers?

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• More chaos

The Marketers dilemma………..

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80% Companies still at Marketing 1.0

Web search & social media has fundamentally changed the Selling/Buying & Customer Service dynamic, Marketers often

slow to appreciate full impact.

Marketing is all about balance………..

………………………………….if you just read 2 books in 2011.

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So what is the perfect Social Media platform?

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Our approach to a predictable pipeline & methodology

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Our approach to a predictable pipeline- where Social Media reaches

So what is the perfect Social Media platform?

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…………Marketing Automation


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PRE-CAMPAIGNANALYSIS

POST-CAMPAIGNANALYSIS

Marketing 2.0 - brochureware to marketing hub

PRE-CAMPAIGNANALYSIS


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Inbound & Social Media Marketing

• A social media platform was built for listening and engaging with on Twitter, Facebook and LinkedIn.

• A daily communication is generated which updates all platforms simultaneously.

• Video, case studies, newsletters, press releases and blog posts published across all platforms with one action.

Unified automation & reporting

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• Twitter conversations monitored and prospect tweets responded to with pre-approved template responses.

• Website activity generated from prospect tweet is monitored and tracked page by page.

• Website traffic generated by all Social Media platforms is tracked page by page and connected with the marketing database to identify any known contacts.


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Marketing 2.0 - brochureware to marketing hub

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To be really effective, Social Media needs to be innovative and imaginative……..perhaps a little risky too!!


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……….slightly less risky

Recognised by the Forrester 2010 Groundswell awards

35,000 views & downloads, 12,000 visitors to blogs

………very safe and still get results!

#CTtip 1-100

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Recommendations & Conclusions for Social Media Marketing

1. Integrate and streamline channels- ideally one marketing platform

2. Proactive should equal reactive – positive to outweigh negative.

3. Follow and be followed, 1:10 rule.4. Create champions5. Facebook, Linked in, Twitter- think approp. segment groups6. Ask for feedback and content7. Conduct audit of content and process and audience8. Use tools to regularly assess, react, engage & review9. Create co-engagement team for peaks and crisis's10. Create time to be creative, ‘stop working the list’.

THANKS!

[email protected]

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mailto:[email protected]

Social Media Measurement – maximising ROI from digital marketing

17th February 2011

Business

B2b marketing social media plan