B2B MARKETING SEMINARANALYSING WHO AND WHERE YOUR SOCIAL AUDIENCE ARE

By Marc Keating@marckeating

// TODAY’S AGENDA

Where social media fits into your marketing strategy

Defining your target audience

Finding your target audience

Tools to help you research and analyse

Case study (Corus Colors)

// ABOUT ME AND IAS

I plan client contact strategies

5 years experimenting with social media

Corus, TalkTalk Business, Trelleborg, Siemens

B2B is all we do

BMA agency of the year

Social media strategyIntegrating social media

// SOCIAL MEDIA STRATEGY

Web sitesLanding

pages

MobileApps

SocialchannelsContent

PPCSearch

DisplayPR

E-mailD-mail

FacebookTwitter

ViralShares

Re-tweets

Blogs

Paid Owned Earned

Brand Marketing

Campaign

Dialogue Marketing

Social mediaSocial media

BrandStrategy

MarketingStrategy

BusinessStrategy

BrandExperience

Analytics

PUSH / PULL

PUSH / PULL

// INBOUND USER JOURNEY

Source / IAS

New outlets EnablersNeed states

Initial discovery

Research and validation

Receiving information

Search

Communities

Social feeds

SOCIALCHANNELS CONTENT

Engagement

Brand and marketing contact strategy

// BY 2014, SOCIAL NETWORKING SERVICES WILL REPLACE E-MAIL AS THE PRIMARY VEHICLE FOR INTERPERSONAL COMMUNICATIONS FOR 20 PERCENT OF BUSINESS USERS.

Source / Gartner / Five Social Software Predictions for 2010 and Beyond

FOLLOWERSFRIENDSMEMBERSThe contact database of the future!

Rembrandt / The Nightwatch

//

PPC/Search

PLATFORM ARCHITECTURE

PPC/Search PPC/Search

More static More active

Video MicroBlogs

Images

Documents

SMPR

Content optimisation Conversation optimisation

Blogs

Socialnetworks

Q&Aplatforms

Bookmarks Mobile

Web site integration

Monitoring

Management

Measurement

namechk.com (search for your brand name)

//

PPC/Search

PLATFORM ARCHITECTURE

PPC/Search PPC/Search

More static More active

Video MicroBlogs

Images

Documents

SMPR

Content optimisation Conversation optimisation

Blogs

Socialnetworks

Q&Aplatforms

Bookmarks Mobile

Web site integration

Monitoring

Management

Measurement

// SOCIAL MEDIA PROCESS

Planning Design Development Implementation Review

Objectives: Evaluate the opportunity Scope out the strategy and create designs

Set-up and implement channels and tracking

Roll-out the strategy and go live

Report, measure and optimise

Tasks: Develop keyword profileConversation analysisChannel analysisSEO performanceAudience analysis

Define objectivesDevelop channel roadmapDevelop content planDevelop target listDevelop standardsCreative developmentDesigns

Account registrationIntegration with WebDevelop contentDevelop assetsSet-up monitoring toolsSet-up tracking toolsSet-up dashboard tools

Define roles Develop policiesDevelop guidebookDevelop guidelinesDevelop workflowsDevelop training planPost/seed contentSet up SMNR

Set up reportsConduct ongoing monitoringQuarterly reviews

Deliverables: Keyword profileResearch analysis docAudience analysis profile

Strategy docRoadmap docDistribution scheduleTarget listDesign visualsFinal artwork

Channels set-upWeb feeds integratedChannel contentTracking tools set-up

Policy docGuidebook docGuidelines docWorkflow diagramsTraining planAll channels live

Activity reports

Defining your audienceAnalysis and segmentation

// 91% OF BUSINESS BUYERS READ BLOGS, WATCH USER GENERATED VIDEO OR PARTICIPATE IN OTHER SOCIAL MEDIA

Source / Forrester Research / “Social Technographics of Business Buyers”

// WHY SEGMENT IN SOCIAL MEDIA?

To ensure more effective targeting

Deliver more relevant content and messages

Help select relevant channels

Save time with research and planning

To help prioritise market and focus activity

// 3 SEGMENTATION CONSIDERATIONS

Objective: Branding, Informing, Innovating, Selling and Recruiting, etc

Stakeholder: Prospects, Customers, Media, Suppliers, Job seekers, Investors, Trade associations, etc

Application: Facebook, Twitter, YouTube, LinkedIn, Slideshare, etc (think content)

Also consider localisation

// CHANNEL LOCALISATION

Source / Alexa.com

High usage

Low usage

// KEY INFLUENCER GROUPS

Target group Volumes Description

Advocates/fans Medium Existing customers who champion your brand, product and services.

Traditional media Low Traditional media outlets including reporters, journalists who already reach our intended audience.

Influencers/trust agents Medium Individuals who focus the majority of their updates/content on a specific topic, industry or market.

Champions High Share their views because they are passionate and compelled.

Bloggers Medium This groups can steer, shape and galvanise activity that moves markets based on their views and are a recognised authority/expert.

Tastemakers Low Remain focused on a topic and have earned substantial audience because of their experiences and views.

// IN THE SOCIAL ECONOMY, YOU WILL EARN THE RELATIONSHIPS YOU DESERVE, IN THE INDIVIDUAL COMMUNITIES WHERE STAKEHOLDERS AND INFLUENCERS ASSEMBLE.

Source / Brian Solis / Engage

// FINDING YOUR AUDIENCE

Issuesand

needs

SegmentsJob functionand industry

Audience ConversationsKeywords

What questions

theirasking

Communities

Brand terms, product terms

Competitor brand terms, product terms

Buzzwords, persona keywords, industry terms

// WEB OF INFLUENCE

What does our total market look like

Which are our most important target groups

How are our stakeholders connected

How do we cluster for optimum communication

What are their needs

// CUSTOMER PERSONAS

Understand their world

How they search for products and services

Where they source information

When they enter the buying process

Issues and questions they have

// INITIAL RESEARCHKeyword refinement

Google keyword generator Google insights for search

Finding your audienceResearching groups and communities

// AUDIENCE ANALYSIS OBJECTIVES

Channels: Which are relevant and established?

Groups and communities: Where’s the chatter?

Target groups: Are my stakeholders there?

Influencers: Can I build a dialogue with them?

Measurement of activity: What’s the buzz level?

Your goal is to build a target list

//

PPC/SearchPPC/SearchPPC/Search

AUDIENCE ANALYSIS APPROACH

PPC/Search PPC/Search

Video MicroBlogs

Images

Documents

SMPR

Blogs

Socialnetworks

Q&Aplatforms

Bookmarks Mobile

Paid monitoring tools

Keyword profileTarget listCustomers

Broad Narrow Refine

Free search tools Paid & free search tools

// CHANNEL TASKS

Channel:

What to look for:

Audience profilesTwitter lists#tagsConnections

Audience profiles (customers/prospects)Topic groupsQ&A streamsCompany pages (customers/prospects)

Category blogInfluencer blogsBlog rolls

Audience profilesCompany pagesGroups

Audience profilesChannelsRelated videos

Tools to help: We followTweet reachSearch.Twitter

LI Search filtersBoardreader

PostRankBlogPulseAlltopTechnoratiBlogged

Manual researchCreate an ad tool (demographics)

Manual research

// INITIAL RESEARCHSocial media monitoring

Radian6 Platforms to consider

// INITIAL RESEARCHTools to get a quick all channel snapshot

Socialmention Use these tools:

// CHANNEL SEARCHTwitter

Wefollow Search across these channels:

Use these tools:

// INITIAL RESEARCHIdentify leading sites and reach

Google Adplanner Web site profile

// CHANNEL SEARCHBlog search

PostRank Search across these channels:

Use these tools:

// REFINEMENTInfluencer search and analysis

Use these tools:Traackr

Case study“Beat the wolf” Corus Colors

refurbishment

// REFURBISHMENT ISSUES

Projects to small to be listed within Glenigan

No sales and marketing database (property owners, landlords, property management companies)

No awareness in the market for Refurbishment

// WE WOULD LIKE SOME ADS PLEASE

Property owners, landlords, property

management companies,

?Architects Contractors Property developers

// WHAT WE FOUND

Over 8k members

within “facilities

management”

Over 11k members within the “property

management”

Key target prospects

active within Twitter and

YouTube

// CONTACT STRATEGY

SMPRNews room

Web TV, Podcasts, FAQ’s, Ask the expert, Samples, 3D examples, Downloads, Brochures

Corus Colorsgroup

MD profile

property groups

LinkedIn strategyTwitter strategySlideshare strategyYouTube strategy

Staff profiles

Target customers

SMPR

Press targets and social media

cloud

http://www.beatthewolf.com

Propertytargets

Comment tracking on key

journalsCorus Colors Web site

SEO

PPC

Trade ads

E-mail

Wordpress Blog

Text adsLinkedIn

Architects and main contractors

only

Architects and main contractors

only

// STAKEHOLDER ANALYSIS

Refurbishment priorities Product performance Installation Life performance

OccupancyCostSpeedHealth and safety

DurabilityAestheticsAvailabilityRange

Thermal performanceHealth and safety on siteIntegrity and quality of installRisk assessment

Maintenance costsGuaranteesFuture proofingLifecycle costs

Key market issues

Content development

Content roll-out plan

// CAMPAIGN WEB SITE

View by business goal

Segmented entry points

150+ pages of content

Targeted user journeys

3,538 – Absolute Unique Visitors

8,906 – Page views

// CORUS TV AND MULTIMEDIA ASSETS

// TWITTER

82 tweets posted

425 click throughs

5 clicks per tweet - CTR of 4%

Received 2 twitter listings

123 followers (following 97)

5k Twitter Browserhttp://www.neuroproductions.be/twitter_friends_network_browser/

// BLOG AND SITE INTEGRATION

9 blogs produced

620 blog views

64 click throughs (10% CTR)

‘Flat roof’ blog most read

// LINKEDIN GROUPS

4 LinkedIn profiles created

Joined 16 key groups

Started 64 discussions

Received a total of 27 comments across 8 groups

Engagement of 42%

// LINKEDIN PROFILES

Links to other campaign Web

sites and channels

Wordpress blog feed pulled into

site

Keyword optimised profiles

// GROUP DISCUSSIONS

// SUMMARY

Your social media activity should be driven by your business and marketing strategy

Don’t use a platform/channel for the sake of it

Prioritise everything you do

Consider your platform architecture (CRM)

Start today to own the inbox of the future!

thank youE-mail: marc.keating@iasb2b.comWeb: iasb2b.comLinkedIn: http://uk.linkedin.com/in/marckeating