Slide 1

Slide 2 Planning A Social Media Strategy Dan Betts Digital Business Director Burrows @danb_digital uk.linkedin.com/in/danbettsdigitalmarketing/ Slide 3 www.burrows.info Slide 4 OUR CLIENTS Slide 5 Why is Social Media So Powerful? Slide 6 THE GOOD OLD DAYS! @danb_digital Slide 7 The Good Old Days Slide 8 @danb_digital But Then Slide 9 @danb_digital Now Slide 10 @danb_digital This Presents a Risk Slide 11 @danb_digital Source: IDC April 2014 Slide 12 @danb_digital Source: IDC April 2014 Slide 13 @danb_digital Source: IDC April 2014 Slide 14 The Purchase Process Slide 15 ZERO MOMENT OF TRUTH The zero moment of truth (ZMOT) refers to the point in the buying cycle when the buyer researches a product, often before the company even knows that they exist. @danb_digital Slide 16 THE PURCHASE PROCESS @danb_digital Slide 17 THE PURCHASE PROCESS - ZMOT @danb_digital Slide 18 WHEN IS SOCIAL MOST POWERFUL? @danb_digital Slide 19 Planning a Social Media Strategy Slide 20 We have two ears and one mouth so that we can listen twice as much as we speak. Epictetus Greek Philospher @danb_digital Slide 21 MOST INFLUENTIAL SOCIAL CHANNELS B2B @danb_digital Source: Buyersphere Slide 22 SETTING UP PROFILES @danb_digital Slide 23 SETTING YOUR OBJECTIVES @danb_digital Slide 24 SETTING YOUR OBJECTIVES @danb_digital Slide 25 DEMOGRAPHIC PROFILES @danb_digital Slide 26 SETTING UP KPIS @danb_digital Slide 27 SOCIAL MONITORING TOOLS @danb_digital Slide 28 SOCIAL MENTION @danb_digital http://www.socialmention.com/ Slide 29 MENTION MAPP @danb_digital http://www.mentionmapp.com/ Slide 30 Social Media Measurement Slide 31 Slide 32 THE ONE METRIC @danb_digital The One Metric Spread Sheet: http://goo.gl/zzDVLl How to Use The Spread Sheet: http://moz.com/blog/one- metric Slide 33 Case Studies Slide 34 ONLINE RELATIONSHIP MANAGEMENT @danb_digital Slide 35 SOCIAL ENGAGEMENT TREE @danb_digital Slide 36 ONLINE RELATIONSHIP MANAGEMENT @danb_digital Slide 37 ONLINE RELATIONSHIP MANAGEMENT @danb_digital The Dell Community Has Contributed: 15,277 Ideas 738,000 Promoted Posts 92,000 Comments 50% Of B2B Buyers Follow Industry Conversation and Thought Leaders. Slide 38 @danb_digital Slide 39 SUNGARD CLOUD SERVICES VS ZOMBIES Multi Content Campaign Targeting IT Professionals Cloud Solutions Message 300% Increase in Download Rates 5.7% Email Open Rate 20 Direct Conversions Slide 40 @danb_digital GENERAL ELECTRIC The Most Exciting Boring Brand. Slide 41 @danb_digital GENERAL ELECTRIC Nobody buys a jet engine online, but when you think about it nobody buys a can of coke either. Linda Boff Executive Director Digital Marketing Slide 42 @danb_digital GENERAL ELECTRIC TALKING ABOUT Social Media is not only for consumer brands: 90% of B2B decision makers consult social media in the buying process. Linda Boff Executive Director Digital Marketing Slide 43 @danb_digital GENERAL ELECTRIC TALKING ABOUT Slide 44 @danb_digital GENERAL ELECTRIC TALKING ABOUT At first, we didnt expect to sell shipping containers through social, though were learning now that in fact we can. http://maersklinesocial.com/why-social-media/ Slide 45 @danb_digital GENERAL ELECTRIC TALKING ABOUT Slide 46 @danb_digital CISCO SOCIAL MEDIA IN NUMBERS Blogs: 22 external, 475,000 views/quarter Twitter: 108 Cisco feeds with 2 million followers Facebook: 79 groups with 100,000 fans YouTube: 300+ channels, 2,000+ videos, 4 million views Second Life: 150,000 visitors, 50+ events Flickr: 300+ photos, 400,000 views Slide 47 @danb_digital CISCO 64,000 OFF PRODUCT LAUNCHES 9,000 people attended 90 times more attendees than in the past Saved 42,000 gallons of gas Three times as many press articles as with traditional outreach methods More than 1,000 blog posts and 40 million online impressions A Leading Lights award for Best Marketing One-sixth the cost of a traditional launch Slide 48 @danb_digital GENERAL ELECTRIC TALKING ABOUT Slide 49 @danb_digital GENERAL ELECTRIC TALKING ABOUT If theyre playing games, thats how they want to engage and thats who they are. LaSandra Brill Senior Manager Global Social Media Slide 50 @danb_digital A HUNTER SHOOTS A BEAR Slide 51 @danb_digital A HUNTER SHOOTS A BEAR Slide 52 @danb_digital IN SUMMARY Social Media is important in the B2B buying process Consider ZMOT and the when social is most powerful Listen before you engage Where? What? Who? Understand your audience and build a profile Engage with the influential and build relationships Identify relevant topics and forms of content Set and Measure KPIs Slide 53 THANK YOU Any Questions? Dan Betts Digital Business Director Burrows - http://www.burrows.info/ @danb_digital uk.linkedin.com/in/danbettsdigitalmarketing/