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:
Google+
YouTube
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 [email protected]
or find us at www.3seven9.com