Social media is often done in a silo - rarely integrated, lacking strategy and, eventually, undermined by a reliance on vanity metrics. In B2B, brands need tangible returns from their marketing spend, so social platforms and content should not immune from this requirement. To begin the process of refining or re-structuring your social media activity, first take a look at the bigger picture.

1. SOCIAL MEDIA
THE BIG PICTURE
@myerscough

3. THE OLD WAY ISN’T WORKING

4. DIGITAL NATIVES v DIGITAL IMMIGRANTS
Source: Enquiro B2B report / The rise of the digital native

5. BETTER CONNECTED
37% OF B2B BUYERS
reported researching products or services for
their business on their mobile phones

6. TIME PRESSURED
56% OF B2B BUYERS
make business decisions at home, blurring the
lines between business and personal lives

7. MORE EMPOWERED
70% OF THE PURCHASE CYCLE
in B2B is completed before getting in touch with suppliers

8. MORE INFORMED
plays a major role in moderating vendor selection
87% SAY ONLINE CONTENT

9. MORE SELECTIVE
67% OF B2B BUYERS
don’t trust vendor content

10. COMMUNITY MINDED
28% OF B2B BUYERS
share online content with more than 100 people

11. COMMUNITY MINDED
41% USE SMARTPHONES
to access B2B content, 30% use tablets and
68% via desktop PCs

12. STALKING

13. TALKING

14. the hunter has become the hunted

15. CONNECTED CUSTOMERS
WHY SOCIAL MATTERS

16. PUSH TO PULL MARKETING
16

23. SOCIAL MEDIA
WHAT IT MEANS FOR
BUSINESS?

28. SOCIAL MEDIA
STRATGEY

29. THE PURPOSE OF SOCIAL MEDIA
Entices audiences to enter a dialogue
Encourages them to pick up some information of value
Provides an environment where a relationship can exist
Supports brand advocacy through endorsement and sharing
Improves online brand visibility
Allows them to step into the sales funnel

30. Understand
the Buyer
Digital body
language
Channel and
Web integration
Communicate
effectively
Targeting and
segmentation
E-mail marketing
Stay In touch
Effectively nurture
leads
Get sales involved
Improve lead quality
Lead scoring and
prioritisation
Make sales
effective
Enable sale
Sales and marketing
alignment
THE PURPOSE OF MARKETING
Measure KPIs
Understand
revenue
Revenue

31. INTEGRATED SALES & MARKETING FUNNEL
Customer
(Revenue)
Prospect Qualified
Lead (MQL)
Sales Accepted
Lead (SAL)
Suspect
Sales Qualified
Opportunity
(SQO)
EvaluateLearn JustifyInterest
Marketing
validates quality
of interest.
Marketing
nurtures to
sales ready.
Sales validates
and accepts
ownership.
Sales validates
BANT criteria
Sales closes
revenue
opportunity.
Customer Buying
Process
Sales &
Marketing
Process
Purchase

32. Engage and inspire
Encourage users to interact with content and
functionality and capture data
Web personalization, Behavioural targeting,
Conversion optimization, Analytics, Content
marketing, Social media…
Bounce rate, Pages per visit, Product page
conversions, Landing page conversions,
Downloads, Form completions, Visit
duration…
Nurture and convert
Conversion of Web traffic in the form of
leads, sales, registrations, membership
Marketing automation, Lead nurturing, Lead
scoring, E-mail retargeting, SMS,
Telemarketing…
Conversion rates (CPA/CPL), Leads/sales
volumes, Inbound call volumes, Content
engagement, Revenue…
Keep
Build relationship with customer and drive
cross-sell/up-sell strategies
CRM, Campaign management, Segmentation,
Customer lifecycle marketing, E-mail,
Newsletters, Apps…
Repeat visits, Repeat conversions, Content
engagement, Lifetime value, Average
customer spend…
Impressions/CPC, Unique visitors, Audience
share, Share of voice, Revenue…
SALES AND MARKETING FUNNEL
Business
StrategyReach and attract
Build awareness of brand/campaigns and
drive traffic to Web site to fill the funnel
E-mail, D-mail, Search, Content Marketing,
Social media, Prospecting, PR, Events, Mobile,
Display, Data Management…

33. SOCIAL MEDIA
DIGITAL BODY LANGUAGE

34. APPROACH THIS AS A
LONG-TERM MEDIUM

35. BUYER PERSONAS
ONE FOR EACH ROLE
Understand their world
How they search for products and services
Where they source information
When they enter the buying process
Issues and needs they have
Customer persona: Technical Buyer

36. NEEDS ANALYSIS
CONTENT PLAN
Personas needs against buying process
What questions will they ask?
How do we answer the question?
What type of content and format is relevant?
Where do we share that content?

37. PAID, EARNED AND OWNED MEDIA
Awareness content
(Connectivity e-book)
OWNED
Landing page
PAID
“connectivity”
PPC (long-tail keywords)
Display ads
Social recommendations (Google +1)
Traffic from social sharing (likes, re-tweets, etc)
Connectivity blogs & supporting content
TTB social channels
Push Push
Traffic
Promote
EARNED
Shares

38. INTEGRATE ALL CHANNELS
Landing pages
(Segmented)
Marketing automation (Eloqua)
Analytics (Google, VisiStat, DoubleClick)
CRM (Salesforce.com)
Segmented content
Premium content (e-books)
Videos and infographics
Web apps and tools
Phone (Dynamic NGN)
Live chat
Availability checks
Web forms (content reg)
E-mailD-mailTwitter LinkedIn Fllickr YouTube Slideshare
Display
ads
Behavioral
ads
Mobile
(SMS)
Blogs
Social
ads
PPC
Mobile
ads
Inbound (advertising)Inbound (social and PR) Outbound (direct)
SeminarsEvents
Outbound (off-line)
SEO
Integrated campaigns (SME, Corporate and Partner)
Brand experience Sales/lead generation
Lead scoring
Explicit &
Implicit
Lead
Nurturing
to MQL
Pass to sales
Leads
E-mail
Re-
targeting

39. MAP CONTENT TO THE BUYER TIMELINE
Infographics x10
Presentations x16
Light Reads x21
Product Demo Videos x19
ROI/TCO Calculators x4
Intro Copy x119
Topic Videos x12
Case Studies x35
Image Diagrams x18
Technical Specs x34
Articles x 45
Press Releases x 45

40. SOCIAL MEDIA
WHAT DOES YOUR BUSINESS
NEED TO FOCUS ON?

41. CUSTOMERS NEEDS
INSIGHTS
KNOWLEDGE
SUPPORT
IDEAS
HELP

42. SOCIAL MEDIA OBJECTIVES
42
CRM
Audience reach
Brand building
Influence influencers
SEO
Thought leadership
Competitive advantage

43. Media Description How it works Frequency
Website to share contents & where
target audience can also leave
comments
 The hub of all social media activities
 An integrated resource for all social channels
 Content driven by PR campaign, supplemented by ‘ad hoc’ contributions
Updated fortnightly
Micro-blog that enables its users to
send and read text-based posts
 Act as a ‘signpost’ to target audience to the blog, with short messages called ‘tweets’
 Mainly driven by blog content
 Tweets will feature ‘story teasers’, related to blog posts & references to interesting 3rd party
content
Updated daily
Net-working site designed for
business community to make new
business contacts & to keep in
touch with co-workers & affiliates
 The prime channel for generating discussion
 Groups will stimulate both questions & answers as well as delivering news to key audiences
 Content will relate to blog & topical issues as well as reactive activity in response to
members’ queries
Updated daily (status)
or weekly
(Group)
Photo-sharing website, image bank
for SEO, highly ranked by Yahoo
 Primarily used as an SEO (search engine optimisation) tool
 Resource for directing users to the blog/website
 Images uploaded to the blog & Flickr simultaneously
 Images tagged with SEO keywords
Updated as and when
images are available
Web TV with ‘talking heads’ and
project footage . Easily digestible,
visual delivery of messages
 Used to showcase our products, projects, experience & expertise
 Primarily driven by thought leadership & issues based content
Updates as & when
videos are produced

44. HOSTING
WordPress Blogger Tumblr Slideshare YouTube

45. SIGNPOSTING
Facebook PinterestGoogle+SlideshareYouTubeTwitter

46. Conversing
LinkedIn Twitter WordPress Blogger Tumblr

47. THE PROCESS
STRATEGY CONTENT CHANNELS
MeasureDiscover Content Design Produce Deploy
Collect audience and
international
insights that will
inform the content
strategy and
evaluate current
situation
Develop the strategy
to support frequent,
rich and responsive
business goals
Create visual
identity and design.
Identify and select
technology that
support the desired
online experience
Create and configure
channel outlets and
populate beta social
platforms for testing
Test and revise
environments for
launch and
commence
promotional plans –
via digital and non-
digital channels
Continually measure
effectiveness of
digital tactics and
social media against
established
objectives
STRATEGY CONTENT CHANNELS

48. THANK YOU
SteinIAS.com | @SteinIAS | @SteinIAS_EMEA