14 th Annual MARKETING WORLD 2013: A Frost & Sullivan Executive MindXchange Mike Brown, Founder, The Brainzooming Group Tear Down the Wall! Embracing the Power of Social Media Marketing in the B2B World Key Take-Aways: •Ways social media / content marketing can contribute to business success •Deciding what / where / how to get the most value from your investment •Ideas for improving the productivity of day-to-day social media activities #FrostMAR
Transcript
14th Annual MARKETING WORLD 2013:
A Frost & Sullivan Executive MindXchange
Mike Brown, Founder, The Brainzooming Group
Tear Down the Wall! Embracing the Power of Social Media Marketing in the B2B World
Key Take-Aways:
•Ways social media / content marketing can contribute to business success
•Deciding what / where / how to get the most value from your investment
•Ideas for improving the productivity of day-to-day social media activities
#FrostMAR
Brainzooming ™
@Brainzooming #FrostMAR
Mike Brown Brainzooming
™
Tear Down the Wall! Embracing the Power of
Social Media Marketing in the B2B World
Brainzooming ™
@Brainzooming #FrostMAR
Where Are You on
Social Media?
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Deciding vs. Selling / Doing
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Using vs. Not Seeing Successfully Results
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Want to tweet something?
@Brainzooming
We help make smart organizations
more successful by rapidly:
• Expanding their strategic options &
• Creating innovative plans they can
efficiently implement.
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How much writing?
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How much tweeting?
= 1000 tweets
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Strategy
Social Media
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Topics
• Our Social Media Perspective
• What you want to cover
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Strategy Social
Networking
Social
Business Infrastructure
Integration
Measuring ROI
Guidelines
Listening
Building
Relationships
Getting
Noticed
Content
Marketing
Customer
Engagement
Your Case
Studies
Platforms
Time & Talent
Minimizing
Risk
Brainzooming ™
@Brainzooming #FrostMAR
Topics
• Our Social Media Perspective
• What you want to cover
• Small group exercises
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www.Brainzooming.com
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Our Social Media Perspective
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Audience
Needs &
Interests
Compelling
Communication
& Interaction
Brand
Loyalty
Social
Traditional
Media
Network
Building
The Right Mix Is Critical
Your Brand
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Expectations for Social Media Participation
Transparent
Balanced and Fair
Valuable
Credible and Relevant
Distinctive
Accessible
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Successful Social Media Efforts
• Integrated
• Engaging Personality
• Audience-Oriented Content & Interaction
• Continuity / Consistency / Predictability
• Activation
• Metrics
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Duh
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Why B2B Social Media?
• Business Development and Growth
• Marketing Efficiency
• Customer Service
• Deeper Understanding & Expertise Sharing
• Employee Recruitment & Affiliation
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Your Questions & Issues
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What Social Media Topics Do You Want
to Cover?
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Strategy Social
Networking
Social
Business Infrastructure
Integration
Measuring ROI
Guidelines
Listening
Building
Relationships
Getting
Noticed
Content
Marketing
Customer
Engagement
Your Case
Studies
Platforms
Time & Talent
Minimizing
Risk
Brainzooming ™
@Brainzooming #FrostMAR
Integration
Communications
Team
Services
Reinforcers
Advertising Word of Mouth
Invoices
Facilities
Website
Expertise Service
Quality
Service
Experience
Customer
Service
Culture & Values
Performance
Hiring &
Recruiting
Logos
Collateral
Forms
Uniforms
PR
Sponsorships
Brand
Promise
Frontline Employees
Staff
Behind the
Scenes
Employees
Social Media
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What are you trying to achieve?
Who is your target audience?
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Social Media Approaches
Concept Category General Description
Community Building Attracting followers through common ties and interests,
integrated into a content marketing and/or advertising
approach.
Content Marketing Original content online used to build leads. Can extend to
audience generated content or content aggregation.
Retail Focus
Extend offers or reward purchase continuity through retail –
whether online or offline.
Consumer Engagement
Integrating social media into customer service and direct
contact channels to build retention and strengthen
relationships.
Cause Marketing Linking social media and networking toward a common
cause and future opportunities to share your message.
Lifestyle Focused Targeted outreach to a specific important audience group to
attract them with regularity and frequency.
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Potential Stakeholders
• HR
• R&D
• Product Development
• Brand Experience
• Operations / Manufacturing
• Communications
• Marketing
• Pricing
• Advertising
• Sales
• Customer Service
• Channel Management
• Web / Online
• Logistics
• Distribution
• IT
• Legal
• Govt. Relations
• Finance
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Culture Challenges?
• Urgency with little understanding
• Distrust, secrecy
• Disconnections
• Legal & regulatory issues
• Inaccessible content experts
• Red tape
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What’s First?
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Strategy Social
Networking
Social
Business Infrastructure
Integration
Measuring ROI
Guidelines
Listening
Building
Relationships
Getting
Noticed
Content
Marketing
Customer
Engagement
Your Case
Studies
Platforms
Time & Talent
Minimizing
Risk
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@Brainzooming #FrostMAR
Measuring ROI
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Quantitative
•# of posts
•Update frequency
•Questions
answered
•# of comments
•# of Followers / Fans
•Perceptions & Reviews
•Amount of user content
•# of customer service
issues handled
•# of leads
•$ sales / # of units
Qualitative
•Comments •Audience sentiment
•Learnings
•Buzz
•User content
•Success stories
•Audience sentiment
•Learnings
Returns Interaction Activity
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http://Brainzooming.com/SocialMediaROI/
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Strategy Social
Networking
Social
Business Infrastructure
Integration
Measuring ROI
Guidelines
Listening
Building
Relationships
Getting
Noticed
Content
Marketing
Customer
Engagement
Your Case
Studies
Platforms
Time & Talent
Minimizing
Risk
Brainzooming ™
@Brainzooming #FrostMAR
Guidelines
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World’s Simplest Social Media Policy
“Will what you’re about to share online offend, surprise, or shock your
in a way that could critically jeopardize your relationship?
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Social Media Policy
socialmedia.policytool.net
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Social Media Policy – Whats and Whens
• Customer complaints
• Disagrees with POV
• Employee professional vs. personal use
• What you do for a customer
• Social media norms conflict with culture
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Social Media Moments of Silence
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Here’s everything you need to know about social media responsiveness from @leahbradshaw,
“I can’t wait around for an answer from whoever, whenever. I have to respond.”
