Building Effective Social Media Strategies

Enigen Breakfast 24.02.2013

CONTENTS

The importance of a Social Strategy

How to create a Social Media Strategy

3seven9 Agency

Established October 1995

Full service, fully integrated design and marketing agency

We support our clients in:

Social Strategy & Training

Social Monitoring and Engaging

Social App Development

Successfully creating innovative connections to your customers and providing ROI throughout

Background in working with range of Blue-chip TechB2B and B2C Tech companies (Telstra, Nokia, Oracle) and Professional Services (Kingston Smith, Charity Law Association)

The importance of a Social Strategy

Web

site

Emai

l Mar

ketin

g

Socia

l Med

iaSE

O

Pres

s Rel

ease

s

Direct

Mar

ketin

g

Trad

esho

ws

Sem

inar

s

Prin

t Ads

Whi

tepa

pers

SEM

Web

inar

s

Onlin

e Ads

Other

Tele

mar

ketin

g

Books

/eBoo

ks

94%

76%

68%

58%

54%

48%

46%

44%

35%

30%

30%

26%

25%

21%

17%

10

%

Up 14% from 2011

B2B Stats: Marketing Trends

Business

ProductOr

Service

Customer

Importance

Online Marketing: Buyer focused

General Market

Education

Recognise Opportunity

Problem Defined

Evaluate Options

Select Best Option

Negotiate and

Purchase

Awareness Discovery Validation

Target Prospects

Qualify Prospects

Explain Solution

Submit Proposal Close Fulfil

What is the problem?

Social Inexperience

“You’re giving me too many leads but

not enough qualified leads! We don’t

have enough time to follow them up!”

Sales vs Marketing

The Importance of Nurturing

22%Increase in

sales cycle length

9-11Touches to convert a CXO suspect to a

prospect

80%Of “Bad leads”go on to buy 24

months later

85%Tech buyers need 3 content pieces before engaging

What is the solution

General Market

Education

Recognise Opportunity

Problem Defined

Evaluate Options

Select Best Option

Negotiate and

Purchase

Awareness Discovery Validation

Target Prospects

Qualify Prospects

Explain Solution

Submit Proposal Close Fulfil

Social Media Maturity

How to create a Social Strategy

WRONG

Objectives

Channels

Resource

Content

Time

Metrics

What stops Social Media being effective in business?

1: ObjectivesWhat goals does the business want to achieve?

2: Channels How do they support and interact with each other?

3: ResourceTeam strengths?Engagement approach?Training/Outsourcing?

4: ContentWhat does the audience want?PDF? Video? Blog?

5: TimeHow to engage?When, frequency?Triggers?

6: MeasuringCampaign KPIs?Aligned to objectives?

Building a social media strategy

1: ObjectivesWhat goals does the business want to achieve?

2: Channels How do they support and interact with each other?

3: ResourceTeam strengths?Engagement approach?Training/Outsourcing?

4: ContentWhat does the audience want?PDF? Video? Blog?

5: TimeHow to engage?When, frequency?Triggers?

6: MeasuringCampaign KPIs?Aligned to objectives?

Building a social media strategy

To keep up with competitors as they are investing in it

To reduce cost of marketing interactions and advertising

To tap into a new source of innovation

To respond to customers who are demanding it

To create new revenue opportunities

To protect, influence and build our brand's reputation

To increase enagement and CX with prospects/customers

24%

25%

38%

41%

52%

59%

60%

Surveyed Social Objectives 2013

Begin by focussing on what you are trying to achieve in your business:

Build a thought leadership community to provide support.

Engage customers and prospects using social media channels.

Maximize reach of content and messaging in social channels.

Align your social and business objectives

Brand Awareness Lead Generation Community Building

1: ObjectivesWhat goals does the business want to achieve?

2: Channels How do they support and interact with each other?

3: ResourceTeam strengths?Engagement approach?Training/Outsourcing?

4: ContentWhat does the audience want?PDF? Video? Blog?

5: TimeHow to engage?When, frequency?Triggers?

6: MeasuringCampaign KPIs?Aligned to objectives?

Building a social media strategy

1: ObjectivesWhat goals does the business want to achieve?

2: Channels How do they support and interact with each other?

3: ResourceTeam strengths?Engagement approach?Training/Outsourcing?

4: ContentWhat does the audience want?PDF? Video? Blog?

5: TimeHow to engage?When, frequency?Triggers?

6: MeasuringCampaign KPIs?Aligned to objectives?

Building a social media strategy

Link

edIn

Face

book

Twitt

er

YouT

ube

Googl

e+

Pint

eres

t

Other

79%

65%

54%

40%

30%

9%

4%

The most popular B2B social sites

Lead

Gen

/Com

Com

mun

ity

Pro

mote

Exp

lain

SE

O

Best Practices: Social Integration

Corporate Website

Email Market-ing

Search Engine Optimisation

Microsites / Landing Pages

Video

69%

65%

61%

50%

49%

66%

51%

49%

49%

32%

61%

49%

36%

34%

26%

Best in Class

Industry Av-erage

Laggards

Email, SEO and Video are the 3 biggest areas of social integration to improve on.

1: ObjectivesWhat goals does the business want to achieve?

2: Channels How do they support and interact with each other?

3: ResourceTeam strengths?Engagement approach?Training/Outsourcing?

4: ContentWhat does the audience want?PDF? Video? Blog?

5: TimeHow to engage?When, frequency?Triggers?

6: MeasuringCampaign KPIs?Aligned to objectives?

Building a social media strategy

1: ObjectivesWhat goals does the business want to achieve?

2: Channels How do they support and interact with each other?

3: ResourceTeam strengths?Engagement approach?Training/Outsourcing?

4: ContentWhat does the audience want?PDF? Video? Blog?

5: TimeHow to engage?When, frequency?Triggers?

6: MeasuringCampaign KPIs?Aligned to objectives?

Building a social media strategy

STRATEGY FOLLOW ENGAGE

Lead Generation

Potential clients, current clients,

Answer questions, respond to comments and advise

Strategic Partnerships

Affiliate Partners and Suppliers

Thank for support, guest post, comment

Community Building

Investment Banking groups, companies and external resources (e.g. PMs)

Ask and answer questions, invite to events, invite to subscribe/register

Thought Leadership

Online Influencers, Journalists, Analysts, Financial Services industry

Find their issues, join the conversation and show where you could add value

Optimising your resource

To train or outsource?

Social MediaTeam

Customer Service

Sales

Marketing & PR

Product Development

1: ObjectivesWhat goals does the business want to achieve?

2: Channels How do they support and interact with each other?

3: ResourceTeam strengths?Engagement approach?Training/Outsourcing?

4: ContentWhat does the audience want?PDF? Video? Blog?

5: TimeHow to engage?When, frequency?Triggers?

6: MeasuringCampaign KPIs?Aligned to objectives?

Building a social media strategy

1: ObjectivesWhat goals does the business want to achieve?

2: Channels How do they support and interact with each other?

3: ResourceTeam strengths?Engagement approach?Training/Outsourcing?

4: ContentWhat does the audience want?PDF? Video? Blog?

5: TimeHow to engage?When, frequency?Triggers?

6: MeasuringCampaign KPIs?Aligned to objectives?

Building a social media strategy

Social Media is where you have the conversation.

Content Marketing is how you make that conversation matter.

Incr

ease

d En

gage

men

t

Gener

atin

g Le

ads

Incr

easing

Tra

ffic to

Site

58%

44%

34%

90% of B2B marketers say content marketing will become more important in 2013.

B2B Content Marketing Objectives

Top B2B Social Media channels to share and promote Content on:

Pinterest

Google+

LinkedIn

YouTube

Facebook

Twitter

27%

35%

51%

63%

81%

90%

  Consultancy Training Operations

Market Stage

1) General Market Education (Find)

White Paper - C-levelHow To GuidesSocial EngagementWebinarNewsletter 1Blog

White Paper - C-levelHow To GuidesSocial EngagementWebinarNewsletter 1Blog

White Paper - C-levelHow To GuidesSocial EngagementWebinarNewsletter 1Blog

2) Recognise Opportunity(Engage)

How To Guides - Mid-levelService Leaflets - Upper-MidTestimonialsSocial EngagementNewsletter 2Video DemosBlog

How To Guides - Mid-levelService Leaflets - Upper-MidTestimonialsSocial EngagementNewsletter 2Video DemosBlog

How To Guides - Mid-levelService Leaflets - Upper-MidTestimonialsSocial EngagementNewsletter 2Video DemosBlog

3) Problem Defined(Evaluate)

General BrochureCase Studies - Mid-levelNewsletter 3Social EngagementWhite PapersBlog

General BrochureCase Studies - Mid-levelNewsletter 3Social EngagementWhite PapersBlog

General BrochureCase Studies - Mid-levelNewsletter 3Social EngagementWhite PapersBlog

4) Evaluate Options(Trial)

Support DocsNewsletter 4Blog

Support DocsNewsletter 4Blog

Support DocsNewsletter 4Blog

5) Select Best Option & Purchase(Adopt)

Latest NewsTutorialsNewsletter 5Blog

Latest NewsTutorialsNewsletter 5 Blog

Latest NewsTutorialsNewsletter 5Blog

6) Explore Up-sells/Cross-sells(Advocate)

Newsletter 6Community (social)Blog

Newsletter 6Community (social)Blog

Newsletter 6Community (social)Blog

Match content to lifecycle

1: ObjectivesWhat goals does the business want to achieve?

2: Channels How do they support and interact with each other?

3: ResourceTeam strengths?Engagement approach?Training/Outsourcing?

4: ContentWhat does the audience want?PDF? Video? Blog?

5: TimeHow to engage?When, frequency?Triggers?

6: MeasuringCampaign KPIs?Aligned to objectives?

Building a social media strategy

1: ObjectivesWhat goals does the business want to achieve?

2: Channels How do they support and interact with each other?

3: ResourceTeam strengths?Engagement approach?Training/Outsourcing?

4: ContentWhat does the audience want?PDF? Video? Blog?

5: TimeHow to engage?When, frequency?Triggers?

6: MeasuringCampaign KPIs?Aligned to objectives?

Building a social media strategy

How much time should you spend?

< 1 H

our

1-3

Hours

4-6

Hours

7-9

Hours

> 10

hour

s

32%

24%

21%

10% 13%

Almost 70% of companies spend at least one hour per week on social media.

How to maximise the time you spend?

Does it need DEPT. input?

2a

Respond to alert

3

No

Post alert

1

Relevant CLIENTconversations:

Yes

Receive responseguidance from DEPT. contact.

2b

1: ObjectivesWhat goals does the business want to achieve?

2: Channels How do they support and interact with each other?

3: ResourceTeam strengths?Engagement approach?Training/Outsourcing?

4: ContentWhat does the audience want?PDF? Video? Blog?

5: TimeHow to engage?When, frequency?Triggers?

6: MeasuringCampaign KPIs?Aligned to objectives?

Building a social media strategy

1: ObjectivesWhat goals does the business want to achieve?

2: Channels How do they support and interact with each other?

3: ResourceTeam strengths?Engagement approach?Training/Outsourcing?

4: ContentWhat does the audience want?PDF? Video? Blog?

5: TimeHow to engage?When, frequency?Triggers?

6: MeasuringCampaign KPIs?Aligned to objectives?

Building a social media strategy

• Mentions per time period• Share of Conversation• Increase in suspectsBrand

Awareness

• Lead volume• Cost per lead• Lead valueLead

Generation

• Comments• Churn reduction• External mention ratioCommunity

Building

Strategy: Measuring

• Mentions per time period• Share of Conversation• Increase in suspectsBrand

Awareness

• Lead volume• Cost per lead• Lead valueLead

Generation

• Comments• Churn reduction• External mention ratioCommunity

Building

Strategy: Measuring

Your programme may fail unless you ensure your staff have access to monthly internal metrics for their:

1. Reach2. Engagement 3. Lead generation

1. Align your social goals to your business objectives

2. Listen to and decide the social channels you should engage on

3. Champion and train internal resource, or outsource to agencies/partners

4. Define “client primed” content and create (align to lifecycle)

5. Set your weekly time based on where, what and when they’re talking

6. Select core metrics that directly align to the business objectives

Summary

Thank you.

If you have any further questions or feel we could help please contact david.wood@3seven9.com

or find us at www.3seven9.com