effective b2b for the connected marketer-mccabe final
TRANSCRIPT
A Case Study for The Connected Marketer InstituteJanuary 23, 2017Mary Beth McCabe and Richard WeaverSan Francisco, CA
Effective B2B for The Connected Marketer™
• What services and information do we offer and to who?• What is our value proposition to our customers? • How simply is our organization and its services
presented on our website?• How do we serve customers on mobile devices?• How do we serve using social media?
Ask ourselves…
• Understanding Targets• Enabling Connectivity• Simplifying• Serving
B2B marketing challenges
• Education Marketing K-12 outcomes• Establish a positive school culture • Increase academic performance • Improve safety • Decrease problem behavior • Physically active classrooms/education
• How do educators search the Internet?• Who has assessed the effectiveness of websites? • Who has looked at marketing of such services using the
Internet?
Case study
• Where do educators need help? • How do we search the Internet? Hsu & Walter, (2015)• Internet searches using search engines• Some people go directly to a content website• Others have their “go to” search engines• Those who search vary in how extensively they search
• Who has assessed the effectiveness of websites? • Who has looked at marketing of such services using the
Internet?
Case study
• Where do educators need help? • How do educators search the Internet? • Who has assessed the effectiveness of websites? Aziz & Kamludin
2014• Usability – effectiveness – degree user can complete goal• Efficiency – resources needed by user to complete goal• Accessibility – can everyone access what is necessary to complete
goal• Learnability – how easily user can learn to interact with website• Satisfaction – how comfortable user is with interacting with website
• Who has looked at marketing of such services using the Internet?
Case study
• Where do educators need help? • How do educators search the Internet? • Who has assessed the effectiveness of websites • Who has look at marketing of such services using the
Internet?• No one.
Case study
• Searched for providers of identified outcomes, using Google on multiple devices and regions, using variations of key words associated with five categories identified by Quantum Learning, (DePorter, 2012)• Visited and documented content for each website• Identified social media linked to each website• Visited websites and social media platforms using
multiple devices• Assessed the digital approach used by the identified
organizations
Research method
Which websites understand target?Create a more Increase Improve Decrease Establish a
Organization Org. positive academic emotional behavior physically
type school culture performance safety problemsactive
classroom
New York State Ed Dept Gov X X X X XGreater Good Science Ctr Ed X X X X XASCA (American School Counselor Association) Org X X X XASCD (Assoc Supervision & Curriculum Development) Org X X X X
Counseling In Schools Org X X X X Edutopia Org X X X X
FISH! Com X X X X NAESP (Nat Assoc of Elem School Principles) Org X X X X Success For All Foundation Org X X X X
We Are Teachers Com X X XNational Center on Safe Supportive Learning Environments Gov X X X
Websites: Berkeley, NY State, ACSD
• A scorecard assessed websites on 5 tasks. Aziz & Kamludin 2014
• Usability – effectiveness – degree user can complete goal• Efficiency – resources needed by user to complete goal• Accessibility – can everyone access what is necessary to
complete goal• Learnability – how easily user can learn to interact with
website• Satisfaction – how comfortable user is with interacting with
website
Connectivity on web
Websites
Coun-selors in Schools
New York Dept of
Ed.
Success for All
Greater Good
Safe support
NAESP ASCA ASCD Edutopia FISH We Are Teachers
02468
101214161820
Usability
Accessibility
Satisfaction
Website Evaluations
Usability Efficiency Accessibility Learnability Satisfaction Total
Connectivity on mobile
Mobile
Great
er G
ood
NAESP
New Yor
k Dep
t of E
d.ASCA
Safe
suppor
t
Counse
lors i
n Scho
ols
Succ
ess f
or All
FISH
ASCD
Eduto
pia
We Are
Teac
hers
02468
101214161820
UsabilityEfficiency
AccessibilityLearnability
SatisfactionTotal
Mobile Evaluation
Usability Efficiency Accessibility Learnability Satisfaction Total
Connectivity on Social MediaWebsite Live Scheduled Social Media
Chat Chat Links .
NY State Ed Dept no no F, T
Greater Good Science Ctr no no F, T, Y, L
Assoc. Supervision& Curriculum Dev. no no F, T, P, I, L,Y
Nat Assoc of Elem School Principals no Yes T, F, L, Fl, Y,
Counseling in Schools no no F, T
Edutopia no no F, T,I, P, Y
FISH!~ no no F, T, Y , L
Success for All Foundation no no F, T
Am School Counselor Assoc. no no T, F, L
We Are teachers no no F, T, P, Fl, Y, G
Safe Supportive Learning no no T, F, L
F - FacebookT - TwitterY - YouTubeL - LinkedInP - PinterestI - InstagramFl - FlickrG - Google+
Social Media Interaction
Weareteachers on Facebook Dec 31, 2016
Educational websites interaction on Facebook, Twitter and YouTube
Edutopia on Facebook Dec 31, 2016
Social Media
Coun-selors in Schools
New York Dept of
Ed.
Safe support
Success for All
NAESP ASCA FISH Greater Good
ASCD Edutopia We Are Teachers
0
2
4
6
8
10
12
14
16
18
20
Usability
Accessibility
Numbers
Social Media Evaluation
Usability Efficiency Accessibility Interaction Numbers Total
Connected Conclusions
Coun-selors in Schools
New York Dept of
Ed.
Success for All
Safe support
NAESP Greater Good
ASCA FISH ASCD Edutopia We Are Teachers
0
10
20
30
40
50
60
Consolidated Evaluation
Website Social Media Mobile Overall
• 60 Weareteachers (.org)• 59 Edutopia (.org)• 59 ASCD (.org)• 54 Fish! (.com)
Four things they did right!1. Keywords that matched the content outcomes, 2. websites that provided relevance and expertise, 3. mobile web pages that connected users and 4. social media that interacted with audience.
Results: Best Connected Marketer ™ Practices
• 1. Understand the target• 2. Enable your audience• 3. Simplify the process and message• 4. Serve your customer
Apply case to The Connected Marketer™
• Create a scorecard or use ours to evaluate your effectiveness• Apply what other B2B marketers (case studies like this)
are doing and adapt to your industry.• Ask what can you do to improve your digital marketing
to make you more effectively connected?
Next Steps
For more information, contact:Dr. Mary Beth [email protected]. Richard [email protected]
Thank you for your time and attention