5 TIPS FOR IMPROVING B2B SOCIAL MEDIA ROI

ANOL BHATTACHARYA

GETIT COMMS MARKETING SOLUTIONS FOR HI-TECH & TELCO COMPANIES

• CONSULTANCY

• CUSTOM CONTENT CREATION

• DELIVERY, DEPLOYMENT & ENGAGEMENT SOLUTIONS

www.B2Bento.com

#1. FISH WHERE THE FISHES ARE

NO FISHING

PROSPECTS - WHERE ARE THEY IN SOCIAL MEDIA?

Social Media Bandwagon

Marketers

I can has Fans?Blah Blah Blah Blah

Blah

Social Media Douche-bag Expert

Cha-Ching!

Few months later....

4 Followers

•Mom•Dad•Neighbor's dog

Where is love?!

PROSPECTS - WHERE ARE THEY IN SOCIAL MEDIA?

PROSPECTS - WHERE ARE THEY IN SOCIAL MEDIA?

Outbound Analysis

PROSPECTS - WHERE ARE THEY IN SOCIAL MEDIA?

Inbound Analysis

0

125

250

375

500

Total Facebook LinkedIn Twitter

*data for illustration purpose only

0

125

250

375

500

Total Facebook LinkedIn Twitter

*data for illustration purpose only

0

125

250

375

500

Total Facebook LinkedIn Twitter

0

167

333

500

LinkedIn Facebook Twitter Forums Industry Blog Youtube

DD Engage Client

Informal connections!

*data for illustration purpose only

#2. WHO IS MOVING MY CHEESE?INFLUENCER MAPPING

We’d like to talk to you about CHEESES

Church Mouse

INFLUENCER MAPPING•Who are talking about your product(s)?•Who are talking about your product category?•Who are talking about your competitors?•Where are the social media watering holes?

*data for illustration purpose only

INFLUENCER MAPPING•Who are talking about your product(s)?•Who are talking about your product category?•Who are talking about your competitors?•Where are the social media watering holes?

8%2%3%1%

23%

54%

3%4%3%

AustraliaChina (+HK)IndiaIndonesia ThailandJapanMalaysiaPhilippinesVietnam

Sen$ment Influence Country

newsblaze.com 83.3%  (+) 6 Philippines

blog.china.alibaba.com 100%  (+) 6 China

arnnet.com.au 100%  (+) 6 Australia

audiokarma.org -­‐-­‐ 4 Sri  Lanka

my.ktvu.com -­‐-­‐ 4 China

blog.engglib2.upd.edu.ph 100%  (+) 4 Philippines

asia.tmcnet.com 100%  (+) 6 Asia

Top Influencers (Apart from FB, Twitter, LI and YouTube)

*data for illustration purpose only

#3. IGNITING CONVERSATIONCONTENT STRATEGY

And it’s Wireless too

BE REMARKABLEIGNITE CONVERSATIONSremarkable |riˈmärkəbəl|adjectiveworthy of attention; striking

CONTENT FOR SOCIAL MEDIA

USE HUMAN LANGUAGEIT’S ABOUT ‘THEIR’ BUSINESS CONTEXT, NOT YOUR PRODUCTAVOID GOBBLEDYGOOKS

“next generation,” “flexible,” “robust,” “world class,” “scalable,” “easy to use,” “cutting edge,” “mission critical,” “market leading,” “industry standard,” “turnkey,” “groundbreaking,” “interoperable,” “best of breed,” “user friendly,” etc.

Trivia : Einstein first thought of ‘Relativity Theory’ at a FAST food restaurant queue

#4. EVERYTHING IS RELATIVEBENCHMARKING METRICS

COMPETITIVE BENCHMARKINGVIDEO CONFERENCING

•  Competitive Benchmarking : Cisco + Tandberg vs. Polycom+ Radvision + Avaya

•  Keywords (*mandatory keyword)

Cisco:"video"conferencing,"telepresence,"tp,"cisco*""Tandberg:"video"conferencing,"telepresence,"tp,"Tandberg*""Polycom:"rpx,"otx,"atx,"hdx,"cma"desktop,"qdx,"vvx,"rmx,"dma,"polycom*"Avaya):"video"conferencing,"avaya*"Video"Conferencing"(Radvision)"Keywords:"video"conferencing,"scopia,"radvision*"

•  Country"data"aggregated:""Australia, India, Indonesia, Korea, Malaysia, New Zealand, Philippines, Singapore

5%7%

4%

7%

77%

Cisco Tandberg Polycom Avaya Radvision

Australia

India

Indonesia

Korea

Malaysia

New Zealand

Philippines

Singapore

Total

0 175 350 525 700

Polycom + Avaya + Radvision

Cisco + Tandberg

*data for illustration purpose only

#5. THE HOLY GRAILCONVERSION TRACKING

Not ‘Gruel’, stupid!I said find the

GRAIL!

ROI - THE HOLY GRAIL: CONVERSION METRICS

SOCIAL ANALYTICS - WEB ANALYTICS

http://youtu.be/R3oMvpwifUo

googleanalytics

CAMPAIGN AND URL TAGGINGCONVERSION METRICS

1. CREATE GOAL

CAMPAIGN AND URL TAGGINGCONVERSION METRICS

1. CREATE GOAL

Thank you page

CAMPAIGN AND URL TAGGING2. TAG URL

http://b2ben.to/o3EcOH?utm_medium=socialmedia&utm_source=twitter&utm_campaign=ebookv2

Short URL Medium Source Campaign

CAMPAIGN AND URL TAGGING2. TAG URL

http://b2ben.to/o3EcOH?utm_medium=socialmedia&utm_source=twitter&utm_campaign=ebookv2

Short URL Medium Source Campaign

Google Analytics URL Builder: http://goo.gl/bCkQ3

CAMPAIGN AND URL TAGGING3. CREATE SHORT URL

CAMPAIGN AND URL TAGGING

CAMPAIGN AND URL TAGGING

ANOL BHATTACHARYA