Social Media Marketing

B2B Marketing &

The Social Media

Value Chain#SocialMediaB2B

Trevor Dufresne@TtotheDufresne

Morgan Davis@Morgan_KEC

Social Media

Value

The B2B Social Media Value Chain

Recommend

ations

Question

Business to

Business is

about the

people

Social Media Value

End user education

Public Relations

Search Engine

Optimization (SEO)

Influence

Monitoring

Calling out prospects

The Social

Media Value

Chain

Exposure

Total number of visits directed from

social locationsNumber of fans, followers, friends

Brand recognition

Acknowledgemen

tProspect acknowledgement

Total visitsWhere they came from

When they got there

How they got there

Measure the conversion rates from visitor to active participator

Conversation

ConversationMeasurement

Numbers

Total users

Mentions

Links

External traffic

ConversationActivity type

Sharing

Posting

Developing content

Blog

Video

Reviews

ConversationPrivate/Public Platforms

Personal blogs

Public blogs

Facebook

Linked in

Youtube

ConversionDemonstration of Commitment

Subscriptions

Reactions

Reviews

Comments

Shares

Response

Provide the information they need

Demonstrate value

Build the relationship

Purchase

What % of the users become buyers?

AdvocacyIdentification of people of influence

Find their platforms

Find their audience

Influence

Engage them

Create value for them

Promoting our message

Communicating with them

Inviting them to discuss on their platform

Recommendation

sHave a clear objective

Being there is not enough

Say something of value

Support campaign with content on

website

Forge Social media partnerships

Questions and

Answers

All images taken from Google Search and Flikr under

Creative Commons license

Thank

You