Guide B2B Social Media Part2

8/10/2019 Guide B2B Social Media Part2

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2010 Marketo, Inc. All rights reserved.

www.marketo.com

The Defnive Guide to B2B Social Media

A Marketo Workbook


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03 2010 Marketo, Inc. All rights reserved.

Why Should I Read The Defnive Guide to B2B Social Media?

Social media is here to stay.

And, while consumer marketers may have

taken the lead in harnessing its power, B2B

companies can no longer aord to ignore it.

As discussed in The Defnive Guide to Lead

Nurturing, B2B buyers are spending a lot more

me on the web doing independent research,

geng informaon from their peers and ex-

perimenng with forums and micro-blogging.

Like it or not, social media plays a huge role

in the new B2B decision-making process. As a

B2B marketer, you need to learn to leverage

it for building relaonships, listening to the

market and inuencing buyers before theyre

even idened as potenal leads.

This guide shows you how to use social media

to drive new business and revenue. Whether

youre just starng out or have a well-dened

social media plan, this guide is your go-to

handbook.

Its an introducon to social media, a best

pracce survey and a collecon of concrete

examples and success stories plus some

killer checklists and taccal ps on every type

of social media opportunity out there.

We hope you nd it useful and share with us

your own experiences and best pracces so

we can include them in future edions.

Lets get social!

Why this is important


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011 2010 Marketo, Inc. All rights reserved.

Laying the Foundaon

Part Two


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2010 Marketo, Inc. All rights reserved. 12

Part Two

Laying the Foundaon

CHECKLIST Is Your Company Ready for Social Media?

Dont jump into social media just because everyone else is doing it. Heres a checklist designed to help youdetermine if your organizaon is ready and, if so, how to make your eorts successful.

My company has clear goals for social media.Be as specic as you can (e.g. increase lead conversionrates, increase the number of qualied leads, build awareness measured by online trac, decreasethe me needed to resolve customer service issues, etc.) and keep these objecves in mind for every

iniave you execute.

We have the human resources to commit to social media. Before you start a corporate blog or

Twier account, ask yourself if you can allocate the resources needed. Social media is about real-meresponse and connuously updated informaonboth of which require commitment and dedicaon.

We produce enough quality content to sustain social media conversaons. Content feeds the social

media beast. Audit your exisng markeng assets and idenfy the educaonal piecesthese perform

much beer in social media than tradional sales collateral.

We know which social media sites are popular with our prospects and customers.Do your research

and focus your energy and investments where your audiences are.

Our company website is prepared for social media aenon.Before you set up mulple social mediaproles and pages, make sure your own website is in good enough shape to handle the aenon (i.e.youre proud of the way it looks and works). And be sure you have a plan in place to market to theleads generated.

Were ready to incorporate social media strategies throughout the buying process. Social media

is not just for the top of the demand generaon funnel. Its important to monitor and track yourprospects and customers throughout the revenue cycle.

Social media holds tremendous opportunies for B2B companies looking

to drive new business and increase revenue, but only if you rst develop asolid foundaon and an understanding of what makes the world of socialmedia ck.


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Part Two

Laying the Foundaon

ACTION ITEMS Developing a B2B Social

Media Plan and Social Media Policy

Although its tempng to dive right into thevarious social media sites out there, you need

to develop a social media plan rst. Goals andmetrics will help ensure that the me and

resources your organizaon invests in socialmedia are well spent. Because social media

is pervasive and easy to parcipate in, itsimportant to have guidelines that structure

your eorts and prevent any scenariosthat might have a negave impact on yourcompany.

WORKSHEET Your B2B Social Media Plan

Developing a social media plan is similar to

developing any other strategy. While there is

no standard approach, the basic components

can be addressed by answering these simple

quesons:

WHO Who are you targeng with socialmedia?

HOW How can you deploy social mediataccs for measureable success?

WHAT What goals or objecves do youwant to accomplish?

Who are you targeng with social media?This should be the easiest queson toanswer. Who are you targeng? Prospects?Customers? Media? All of the above? Once

youve decided on the targets, esh outthe dening characteriscs of each group.If youve already read The Denive Guideto Lead Nurturing, you know about the

importance of developing buyer personas: aconal character who represents a targetgroup. Start by lisng the characteriscs youwould have for a typical buyer persona, but

add a social media dimension to it.

Our Example:

Name John SmithAge 31

Title Director of IT

Industry Commercial Real Estate

Buyer Role Inuencer

Preferred communicaon method - Personal E-mail, Facebook, Twier

Preferred communicaon method - Professional E-mail, SMS

Preferred social media sites Personal Facebook, Twier, Digg

Time spent on social media Personal 1 hour per day

Preferred social media sites Professional LinkedIn, SlideShare

Time spent on social media - Professional 2 hours per day

Your Turn:

Name

Age

Title

Industry

Buyer RolePreferred communicaon method - Personal

Preferred communicaon method - Professional

Preferred social media sites Personal

Time spent on social media Personal

Preferred social media sites Professional

Time spent on social media - Professional

Adding a social media dimension to buyer personas


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Part Two

Laying the Foundaon

How can you deploy social media taccs for measureable success?

In the next secon of this guide, Social Media Taccs and Metrics, well address a number of dierenttaccs that you can employ to achieve the business results youre seeking through social media. Select a fewthat you think will have the most impact on your organizaon and start with those.

Key Metrics Key MetricsSocial Media Tacc Social Media Tacc

Blogging

Social networks

Number of posts Audience growth - unique and returns Number of conversions (e.g. prospect to lead, lead to

opportunity, etc.) Conversion rate (depends on your specic conversion

goals) Subscribers Inbound links Technora, Alltop, and other directory lisngs SEO improvements

Number of posts Referrals from social networks Reach friends from social networks Velocity at which friends are built Inuence of friends from social networks Number of conversions (e.g. prospect to lead, lead to

opportunity, etc.) Conversion rate (depends on your specic conversion

goals)

Our Example:

Social Media Taccs and Key Metrics for ABC CompanyYour Turn:


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Part Two

Laying the Foundaon

What do you want to accomplish and what are your disnct acon items for each

goal?

Social media requires me, eort and resources. Take the taccs youve justdecided on and associate clear goals, objecves and acon items for each one.

Our Example:

Social Media Tacc: Blogging

Time Invested: 2 hours daily

Short-term objecve #1: Increase brand awareness

Create blog publicaon schedule

Add RSS buon

Promote thought leadership through blog posngson industry best pracces

Short-term objecve #2: Increase engagement

Respond to comments within 24 hours

Add links to blog on website and in e-newsleer

Invite relevant guest bloggers and market to their

networks

Your Turn:

Social Media Tacc:

Time Invested:

Short-term objecve #1:

Short-term objecve #2:

As with any new strategy, try

and test a variety of social media

taccs to see which has the mostsignicant impact on your goals.

For more informaon on standard

social media taccs, objecves and

metrics, go to: hp://www.marketo.

com/library/Social%20Media%20

Plan%20Template.pdf.


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Part Two

Laying the Foundaon

Social Media Policy

The social media landscape can feel

unstructured. Thats why it pays to havea social media policy to guide the aconsof everyone in your organizaon that willparcipate in social media. Its also essenal

to monitor whats being said and provideguidelines on how to respond appropriately

(without making your employees feel like

theyre being censored).

A formalized document will help protect your

company in a legal sense, while ensuring that

youre acng consistently across all social

media sites, reinforcing your brand and valuein the marketplace (a bit like a corporate style

guide). Here are some suggesons:

Dene what social media means for your

company.

When people think of social media, some

think strictly in terms of Facebook and

LinkedIn, while others would automacallyadd Digg and Flickr to the mix. Use yoursocial media policy to dene what the termmeans for your enre organizaon so theres

no confusion as to when the social mediaguidelines apply and when they dont.

Set up a basic set of ground rules.

Consider some basic tenets that youd likeyour company to follow when it comes to

parcipaon. Intel has a great example of thisin its social media policy under a secon calledRules of Engagement.

Address how employees, contractors

and consultants should engage with and

contribute to social media.

Decide how your organizaon will want toengage as a social media parcipant andcontributor. Will your companys social mediaconversaons come from a single person or

will everyone in your company parcipate?Will social media be used as a customer

service funcon, markeng tool or forproduct markeng research? Be as explicit aspossible, and consider all the possible ways

that people could go wrong, without being

overly dramac. Remember, your policy isan opportunity to get your company excited

about contribung to social media sites.

Stress the importance of condenality.

Encourage your companys contributors to

remember the importance of condenalinformaon, and to manage their social mediacontribuons just as they would conversaonstaking place in public.

A great example of a social media policy (Intel SocialMedia Guidelines at:

hp://www.intel.com/sites/sitewide/en_US/social-media.htm.)


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To get the Denive Guide to B2B SocialMedia online, visit www.marketo.com/dg2-b2b-social-media

About Marketo:

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Acknowledgements:

Marketo would like to thank the followingthought leaders for contribung to The

Defnive Guide to B2B Social Media.

Forrester Research

Laura Ramos

MarkengProfsSeth Godin

Charlene Li

Josh BernoPaul Denay

Richard Krueger

Sandy Carter

IBMeMarketer.com

Intel

Paul Gillin

The Nielsen Company

Radian6Tessa Weggert

ClickZ.comDavid Meerman Sco

MarkengVOXAvinash Kaushik

Oliver Blanchard

Je ZabinAberdeen Group

Mashable

Designed & illustrated by Velocity Partners,the B2B markeng agency

Special thanks to Acquisive Markeng.
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Guide B2B Social Media Part2