Measuring Social Media has been a hot topic for years. So how come real-world case studies and best practices for Social Media measurement are as elusive as Bigfoot? Probably because it’s still a pretty tough area to quantify and justify, particularly for B2B marketers. Research from Gleanster indicates 80% of companies rank social media measurement a top three challenge to justifying social media investments. The truth is many B2B marketers question the value of social media marketing in the B2B sales cycle because they can’t measure the value. Actually, it doesn’t have to be this hard.

1. Sponsored by:

2. Top Performers: Respondents that achieved
Top Quartile performance in key KPI’s
TODAY’S STATS Everyone Else: Everyone Else
Total survey responses: 513
Qualified survey responses: 389
Marketing Social Media
Campaign Engagement
Management Gleansight
(April 2012) (Sept 2011)
REVENUE
BID-TO-WIN RATIO
USE OF SOCIAL MEDIA CHANNELS
LEAD-TO-SALES CONVERSION
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3. As a B2B company, do we invest any effort
into social media engagement?
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8. 52% of Top Performers
have used Social Media in
marketing campaigns.
MEASURING
INTEGRATING THE RETURN
SOCIAL MEDIA
18% of Everyone Else used INTO OVERALL
ON SOCIAL
MEDIA
EFFECTIVELY
PROMOTING
Social Media in marketing MARKETING SOCIAL
MIX MEDIA
campaigns.
Source: Gleanster Research Source: Gleanster Research
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12. HAPPY / UNHAPPY
CUSTOMERS
SALESPERSON DECISION MAKERS SALESPERSON DECISION MAKERS
COLLEAGUES
FRIENDS / FAMILY
COMPETITORS
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13. been thinking about a new phone system,
Avaya or Nextel? Result:
Multi-Million Dollar Deal
Looking for a comparison of on-premise
and SaaS ERP #
Result:
Multi-Million Dollar Deal
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15. 
 Your Company
 Your Industry
 Problems Your Products Address
 Your Products
 Your Competitors
TEST THIS… 
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17. 
No- You should be.
Yes
 Sharing Value Added Content
*Source: Gleanster Research
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19. Source: Gleanster Research
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22. Content Measurable
ROI
Conversation
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– B2B Marketing = Sharing Content Across Traditional Channels
& Social Media
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– Be a trusted advisor, a source of valuable information
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24. Salesforce.com used an infographic to promote
event attendance a the customer conference.
Cisco launched a new hardware product
exclusively via social channels, estimating
$100,000 savings on the product launch.
Bloggers used
embedded code
released from Cisco to
spread the word.
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26. www.gleanster.com
- Links in description to website
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– “Check out this whitepaper”
– “Check out this video”
– “This might help answer your question…”
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– 5 advocates is better than 1M followers for B2B Marketers
– Set up some dedicated campaigns using Marketing
Automation – create segments for:
• Forward to a Friend Clicks
• Social Media Sharing Click-Throughs
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Try a:
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38. From Social Media Sites
From Marketing Automation
From Social Media Monitoring
From Marketing Automation
ONE TAB FOR EACH MONTH.
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39. Monthly “Growth/Decline” x Weight
Average of Weighted Scores * 10
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– Follow your target audience – where are they likely to engage?
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– Weight metrics based on company culture / values
– Benchmark performance over time
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43. Deep Dive: Social Media ROI for the B2B Marketer
(June 2012)
Complimentary download at
www.gleanster.com
http://www.gleanster.com/reports/reports/qu
antifying-the-value-of-social-media-
engagement-in-b2b-marketing
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44. Join our weekly 30-minute live demo
Customer case study webinars
And more: www.actonsoftware.com
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