Post on 16-Apr-2017
Social Media for Your B2B Marketing Mix: Planning, Expanding, Executing & Measuring Presented by:Beth Harte, Client Services DirectorSerengeti Communications@bethharte
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• Product• Price• Place • Promotion
• Customer• Cost• Convenience • Communication
VERSUS
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The 5 Step Measurable Plan• Goal• Objectives (Measurable)• Strategies• Tactics (Measurable)• Measurement
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Setting a Goal• What do you hope to gain by engaging in social media?• Does your goal fit into overall corporate goals?• How to write a goal:
– To increase sales– To decrease customer service expenditures
• How not to write a goal:– To increase sales AND to increase customer engagement– AND = Two distinct plans
Measurable Objectives• Output: Physical products
– Blog post, news release, e-mail, etc.
• Outtake: What a target audience takes away– Messages, perceptions, understandings
• Outcome: Quantifiable changes in attitudes, behaviors, or opinions– Sales, change in the number of downloads,
requests, responses
Writing Measurable ObjectivesTo be measurable, objectives MUST include:
1.A specific desire, communication or behavioral effect;
2.A designated target audience among whom the effect is to be achieved;
3.The expected level of attainment; and
4.The timeframe in which those attainments are to occur.
Measurable Objective Samples• Output: To create a Facebook Fan Page and have
15% of online public #2 join within 6 months.
• Outtake: To increase positive mentions that include key message in industry blogs (named) by 15% within six months.
• Outcome: To increase sales within Target Market X of Product Y by 20% within 3 months.
Smart Strategies• What is the approach to
achieving objectives and reaching the goal?– Example: Establish a Facebook
Fan Page to keep target audiences connected.
– Example: Set up a Ning community to support customers of Product X.
Tempting Tactics• What tools will be
used?• What are the metrics?• Examples:
– Facebook • Fans, Likes, Comments, etc.
– Ning • Members, Threads, Sentiment, etc.
– Blog • Posts, Comments, Shares, etc.
– Twitter • Following/Followers, Retweets, Sentiment, etc.
5 Key Steps to Ensure an Integrated Marketing Experience
Source: IMC: The Next Generation, Schultz & Schultz
Identify Customers & Prospects
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Psychographics Sociographics Ethnographics Firmographics
Understand Buying Behavior
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Firmographics
Psychographics
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Sociographics
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Ethnographics
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Estimating the Value of Customers
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I need a widget My friend sellswidgets...
I need a
widget...
My buddy sells widgets...
Our widgets are cheaper & faster...
You used to buy our
widgets...
Take an Outside-In Approach
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The 5 R’s of IMC
• Relevance
• Receptivity
• Response
• Recognition
• Relationship
Source: IMC: The Next Generation, Schultz & Schultz; Image Source: www.exchange3d.com
Planning Communication Messages & Incentives
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:30
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Estimating Return on Customer Investment
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Evaluation & Future Planning
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IBM
EMC
Forrester Research
BreakingPoint
Oracle
Indium
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Metrics vs. ROI
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What Does Success Look Like?• Clicks• Friends/Followers/Fans• Comments• Net Promoter Score• Buzz• Growth Rate• Uploads/Downloads• Likes/Favorites• Social Bookmarks• Sales Impact• Phone Calls
• Subscriptions• Page Views• Frequency• Sentiment Change• Brand Mentions• Change in Market Share• Customer Satisfaction Impact• Suggestions• Responses• Attendance• Customer Lifetime Value
ImpactList Source: www.marketersstudio.com
What Did Your Plan Call For?
List Source: http://wilderdom.com
Tools to Help Measure
Tools to Help Measure
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Thank You!Beth HarteClient Services DirectorSerengeti Communications
Twitter: @bethharte / #IMCchat
bharte@serengeticom.com
www.serengeticom.com