PixelSpoke Lunch + Learn: B2B Social Media Marketing with ResponseCapture

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B2B Outbound Social Media MarketingShould I jump on this bandwagon?


2 | Agenda

Session Goal:– Have a good understanding of what questions to ask

yourself before jumping on the social media bandwagon

What We’ll Discuss:– Should you care about social media?– Where to focus? How much time/resources should you

invest?– Ways to integrate social media marketing into your mix and

challenges to consider


3 | Should you care?

Why you aren’t gaining Twitter followers

Boost Your Social Media Content Value

Facebook Marketing Myths

Social Networks Still Growing

Six Social Media Measurement Sins

Improve your SEO value of Your Twitter Account


2 | Social Media Facts

70% of businesses are planning to increase their budgets for off-site social media such as Facebook and Twitter, despite admitting to being “poor” at measuring social media ROI.

Time spent on social networking sites in November 2010 grew 44 percent worldwide to reach a total of 272 billion minutes

60% of marketers are planning on increasing their social media marketing budgets in 2012, ahead of 53.1% who plan to increase investment in SEO, and 40.2% who plan budget growth for their PPC activities.



“If Facebook was a country it would be the 4th largest country in the world – do you really want to ignore that?”

- Every Social Media Guru Out There



Should I care?– Who is my target? Who are you trying to interact with?– Are they using social networks?– Would they want to hear from me?

How do I find out if I should?– Are your customers/prospects using social networks?– Intuition: what your gut tells you– Data driven analysis of your customer/prospects


3 | Example Share

A B2B Company’s Social Media Approach


3 | Where should I focus?

Where should I focus?– What social networks do your best prospects and customers

use?


3 | Example Share

High Tech B2B Company Social Media Curiosity– Should I care?– Where to focus?– How to integrate into outbound marketing communications?


3 | Example Share

16.6%

83.4%

List of 10k Customers/Prospects

Has a Social Network Ac-countDoes Not Have a Social Network Account


3 | Where to focus efforts?

Series10%

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

7.5%

73.5%

19.0%

Where to focus?


3 | You have results, now what?

For deeper relevancy– Analyze by demographics: age, gender, location


3 | You have results, now what?

What type of marketing is best for each channel?

• Brand awareness• Credibility• Targeted campaign• Employee recruiting

• Educational content• Thought leadership• Information gathering

• Brand awareness• Credibility• Targeted campaign• Product information


3 | Integrate into your marketing

Ways to integrate the analyzed data into your outbound marketing communication:– Targeted campaigns: Facebook and LinkedIn– Social profile domains stored in your CRM– Customer support– Start up two-way conversation– Identify Influencers


3 | Challenges to Consider

Personal email vs professional email Person behind the profile

Especially in B2B


3 | B2B vs. B2C

Hubspot: “Social Media Slides” Presentation


3 | Resources

Hubspot: Hubspot.com/social-media-slides CMO Council: http://

www.cmocouncil.org/apac/internet-marketing.php FlipTop: http://www.fliptop.com/

http://www.cmocouncil.org/apac/internet-marketing.php

http://www.cmocouncil.org/apac/internet-marketing.php


3 | Questions?

What’s your experience with social media outreach?

Business

PixelSpoke Lunch + Learn: B2B Social Media Marketing with ResponseCapture