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.
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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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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23. •
– B2B Marketing = Sharing Content Across Traditional Channels
& Social Media
•
– 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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27. •
– “Check out this whitepaper”
– “Check out this video”
– “This might help answer your question…”
•
– 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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41. •
•
– Follow your target audience – where are they likely to engage?
•
– 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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