How to Achieve B2B Social Media Success
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Key questions about social media answered for B2B marketers, such as: how are b2b buyers using social media? What are the pitfalls to avoid? And what does b2b social media success look like?
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How to Achieve B2B Social Media Success
- 1. How to Achieve B2B Social Media Marketing Success March 2011
- 10. Example Metrics Total website traffic Unique visitors Web traffic by source (e.g. Google Advanced Segments) Subscribers (email, RSS) Web traffic quality (bounce rate, time per visit, pages per visit) Search traffic – generic and branded Email open rate Email pass along (if possible) Email CTR Facebook fans Twitter followers Blog traffic YouTube subscribers YouTube video views LinkedIn group members “ Mentions” – total and by social network Lead conversions by source Lead conversion rate – total and by source Net new customers Revenue from new customers Marketing spend reduction Number / share of sales interactions involving social media
- 22. The Four C’s of Social Media
Notas del editor
- Good morning Appreciate the invitation Will get through as many slides as possible, but it’s your presentation – happy to accommodate your pace and answer questions
- Here’s the agenda… If you read the original article that Scott sent around -> Since we don’t have HR, marketing, customer support, product development etc. in the room today We’ll skip integration – final stage of 4-stage model – as this meeting is focused on marketing.
- I won’t read every bullet point here – you can do that – but the key takeaways from this are that: Your buyers are researching solutions and vendors through social media - They expect to find you there you can’t win if you don’t play
- So…how do you get started? Many companies just want to jump right in. That can be disastrous: Walmart examples, less-publicized but real examples of B2B too heavily promotional causing a black eye
- I don’t know obviously all of your measurement capabilities, but a good start is to combine the metrics you have today (e.g. website traffic and sources) with additional social media-specific measures and create a dashboard. Don’t worry about getting this perfect – it can evolve over time. Some examples of the metrics you may want to track include…
- Here are some examples, in terms of how social media activity can affect: Website metrics email marketing social media measures and hopefully – measurable business results Do have to be a bit careful here. SM activity is more like PR – brand awareness, image, credibility – than like direct marketing. And it’s dangerous to try to use as a direct response vehicle. But it can drive leads and even sales, often indirectly, so it’s important to measure what you can.
- In order to gather those social media-specific measures, you’ll need tools. I don’t have a dog in this fight but here are some key considerations to keep in mind when selecting a tool. Extent of coverage – make sure forums and message boards are included Realtime – talk about Vocus, other approaches Workflow – how easy does the tool make it to route citations to others in customer service, engineering etc. for follow-up Note my blog post - ??
- Once you have a tool in place, use it to get a picture of your social media landscape: who is talking about your company / industry topics / competitors, which platforms or sites they’re using, and what they’re saying. Social media a boon for competitive research Identify the: - Topics - Influencers Venues This will help you build your plan (which comes in the next phase): understand what resources you’ll need to involve, who you’ll need to build relationships with, topics to develop content around, etc.
- Once you’ve done that initial research, and kind of lurked for a while…gained an understanding of how social media is being used by your buyers and other vendors in your space…it’s time to plan your approach.
- Your co-workers are already using social media and probably talking about work. They are good people who want to help, but need guidance so they don’t inadvertently say things that hurt the company or confuse the market. Crucial to involve all stakeholders: other perspectives make the policy better and more comprehensive, and it’s crucial that it meets compliance requirements. Golf course in desert analogy. Policy should be a helpful guide, not a heavy-handed straitjacket.
- Response times, blogging…make sure you’ve planned for resources to execute. Social media doesn’t produce results overnight. It’s about relationship-building. Set proper expectations. How will you change course if something works very well? Doesn’t work at all? How would you respond in a crisis situation (BP was bad, Dominos better).
- These are actual reasons for social media failure.
- That brings us to the place where too many companies start in social media – diving in. Failing to properly prepare is why you see things like: abandoned blogs name-brand Facebook pages with few followers and little if any activity Twitter accounts that are just scantly followed broadcasts, or virtually inactive -BP type debacles The good news is – that isn’t going to be you. Because you’re going to be prepared with trained employees, defined goals, action plans, resource allocations and content roadmaps needed to succeed. You are going to dramatically increase your odds of getting social media right from the start.
- Here’s one model to consider when you don’t already have a lot of social media chatter about your brand.
- As you get your social media activities rolling, proactive monitoring and response will help keep you on top of things, keep you on the right track, and enable you to make adjustments as needed.
- Your measures will be your own – but these are typical social media success metrics for b2b companies.