Social Media Buyers Guide Preview

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Social Media Buyer’s Guide@ Web 2.0 Expo

Short Description

William Gaultier, CEO - e-Storm InternationalChris Heuer AdHocnium • Founder of Social Media Club

Month Year

PREPARED BY

Friday, April 3, 2009


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What We Are Doing Today• Discussing the responses from organizational

buyers to our survey and our podcasts

• We will be providing a sneak peak of an ebook we will be releasing at the end of next week.

• Earlier this week we launched http://socialmediabuyersguide.com/ where we will continue the discussion

• This presentation is available for download at http://slideshare.net/socialmedia/


http://socialmediabuyersguide.com/


http://slideshare.net/socialmedia/

http://slideshare.net/socialmedia/


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Our Panel of Organizational Buyers• Isabelle Christensen, REC Solar

• Jeanette Gibson, Cisco

• Michael Walsh, Social Media Club Seattle



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Project Background



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Why are we here?



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It’s time to stop selling and start helping people buy



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What We Did?• Survey Monkey

• Podcasts

• Wiki

• Blog

– http://bit.ly/buyersguide for links to everything– Tag for project is #SMBG


http://bit.ly/buyersguide

http://bit.ly/buyersguide


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Total Survey Size• From March 4 – March 26, 2009

• 145 Total Respondents– 67 completed survey

• 46 Organizational Buyers– 27 completed survey



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Geographical Location of Respondents

n=45 of 46 org buyerstotal respondents 145



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Our Preliminary Findings



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It’s Real. Social Media is Here to Stay.



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Does your company have a defined

n=21of 46 org buyerstotal respondents 145



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People in your organization who "get"




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Does Senior Management Support




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Does Senior Leadership Listen to Social




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Do Corporate Buyers have an annual




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Percentage of your total budget

N=19 of 46 org buyerstotal respondents 145



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so lets stop presenting and start talking…



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The Buying Process• Discovery of Need

• Definition of Need

• Survey the Land

• Identify Potential Vendors

• Proposals and Negotiations

• Decision Making

• Follow Through



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What are the top 3 Questions you




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• “What is your commitment to our brand to make sure it works?”

– Paula Drum. H&R Block

• “Do you understand the business I am in well enough to be a strategic partner in my communications efforts? How will you help me achieve my business objectives? How will you measure the results you have promised?”

– Joel Postman, Intridea

• “What needs does your tool/service specifically meet? What training will my users require to be able to use this effectively? Where would your tool work best, and in which situations would not be the best choice?”

– Jeff Moriarty

What are the top 3 Questions you should ask social media vendors?



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So what are your top questions to ask?



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Key Finding: ROI is Everyone’s Favorite Acronym



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Top Social Media Objectives



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Do you currently produce reports?

N=16 of 46 org buyerstotal respondents 145



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What type of metrics do you use to

n=27



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What's the ROI? It depends on what the tactic is that you are

using online. It can be very difficult

ROI means a few things to us. We track how much content we’re growing, how much traffic we’re getting. We try as hard as possible to drive it back to some metric we can measure on, especially from a goal-setting perspective.

• Luc Levesque, from Travelpod



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What's the ROI? What I do internally is for the type of business

that we do, we track two things for all of our marketing efforts. Number one is the cost per lead. That is something we can track. Secondly, is the payback for this investment to launch this campaign? We don’t have any fancy tool at this moment to track the lead generation and the payback. Basically, we use Google Analytics and Excel spreadsheet to track that information.

– Isabelle Christensen from RECsolar



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What's the ROI? It’s on more of a brand and even vehicle level

than the entire experience somebody has with General Motors from end to end. [...There are...] multiple kinds of measures of success

– Christopher Barger, Director of Social Media Communications, GM



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So how you look at ROI?



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Key Finding: The Foundation for Social Media Strategy



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Are you focused on the short term bottom line or building brand preference over time?



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Is it an impulse buy or a considered purchase?



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For 2009, the marketing objective for the company really is more short term than long term. It’s mostly for lead generation; therefore, based on those criteria, the social media advertising really doesn’t support our objective.

I would use social media advertising when my marketing objective is for long term demand generation and branding.

– Isabelle Christensen from RECsolar

Short Term Revenue Driving



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How do you impact the consideration of your products? Are there people who, prior to their interaction with you, weren’t even going to be willing to consider an American vehicle or a GM vehicle, who are now looking differently at it. Have you shifted the tonality of their conversations on their sites? Have you shifted the tonality of the conversations in whatever platform you’re engaging? Are you increasing the consideration? Are you increasing the brand affinity? Are you increasing the number people who are just willing to say, “I’ll give you a chance, where I wouldn’t have before the engagement”?

– Christopher Barger, Director of Social Media Communications, GM

Long Term Brand Preference



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One of my big measurements is how do I increase consideration in my brand. You might have to look at different ways to get to a bigger brand building measure, such as changing consideration. Definitely, the micro measurements of ‘did I increase search rankings, how many people, and what activity has happened’ is one of them. PR mentions would be another one, but then you might have to put something in or alter your brand tracking studies or your product tracking studies to be able to get to something that might be a higher level metric.

– Paula Drum VP of MarketingDigital Division H&R Block

Long Term Brand Preference



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So which approach is best suited for Social Media with your strategy? Why?



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What is the Most Important Advice for Other’s Buying Social Media Services, Technologies and Advertising?



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Further Advice From Your Peers



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beware of firms that• use fear of not being out there to try to motivate

you

• use an excessive amount of bells and whistles

• only focus on what they do– Christopher Barger, GM



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flexibility Again, something unexpectedly good or bad happens;

how willing are they to help change directions, to accommodate your goals?

You have to adjust to things on the fly that you just have no ability to see into the future what might come up

every project is a little bit different

– Paula Drum, H&R Block



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inefficient silos There is the Digital Marketing Group that literally sits in

one tower and there’s the communications social media group that sits in another tower. Unfortunately, we’ve kind of been experimenting in separate and often different directions without really coordinating with each other.

As we are going about the kind of reorganization that we’re doing right now, one of the big things that we’re trying to figure out is how to better connect these. These are not things that can happen separately, any longer.

– Christopher Barger, GM



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seek out vendors demonstrating native like familiarity

measured objectives they have accomplished for others

familiarity with KPIs/benchmarks– Isabelle Christensen from RECsolar



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With Special Thanks To:• Isabelle Christensen, REC Solar

• Jeannette Gibson, Cisco

• Michael Walsh, Social Media Club Seattle



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There is so much more to discuss...



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So join the conversation at http://socialmediabuyersguide.com/

Chris [email protected]

William [email protected]






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Social Media Buyers Guide Preview