Planning A Social Media Strategy
Dan Betts – Digital Business Director
Burrows
@danb_digital
uk.linkedin.com/in/danbettsdigitalmarketing/
www.burrows.info
OUR CLIENTS
OUR CLIENTS
Why is Social Media
So Powerful?
THE GOOD OLD DAYS!
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The Good Old Days…
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But Then…
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Now…
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This Presents a Risk…
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B2B Buyers who Look For Advice
Prior To Purchase
B2B Buyers Who Are Influenced by
Word Of Mouth
13%
16%
87%
Source: IDC April 2014
Yes
Yes
No
No
84%
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B2B Buyers who Start
with a Web Search
B2B Buyers Who View Four Or
More Pieces of Content
16%
Yes
No
84%
Source: IDC April 2014
30%
Yes
70%
No
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B2B Buyers Expect Company
Content Through Social Media
B2B Buyers Who Use Social Media
In the Purchase Process
15%
Yes
25%
Yes
No
85%
Source: IDC April 2014
No
75%
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The Purchase
Process
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.
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THE PURCHASE PROCESS
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THE PURCHASE PROCESS - ZMOT
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WHEN IS SOCIAL MOST POWERFUL?
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Planning a Social
Media Strategy
“We have two ears and one mouth so that
we can listen twice as much as we speak.”
Epictetus – Greek Philospher
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MOST INFLUENTIAL SOCIAL CHANNELS B2B
Source: Buyersphere
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SETTING UP PROFILES
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SETTING YOUR OBJECTIVES
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SETTING YOUR OBJECTIVES
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DEMOGRAPHIC PROFILES
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SETTING UP KPI’S
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SOCIAL MONITORING TOOLS
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SOCIAL MENTION
http://www.socialmention.com/
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MENTION MAPP
http://www.mentionmapp.com/
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Social Media
Measurement
THE ONE METRIC
The One Metric Spread
Sheet:
http://goo.gl/zzDVLl
How to Use The Spread
Sheet:
http://moz.com/blog/onemetric
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Case
Studies
ONLINE RELATIONSHIP MANAGEMENT
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SOCIAL ENGAGEMENT TREE
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ONLINE RELATIONSHIP MANAGEMENT
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ONLINE RELATIONSHIP MANAGEMENT
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.
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@danb_digital
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
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GENERAL ELECTRIC
“The Most Exciting Boring Brand.”
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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
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GENERAL ELECTRIC – TALKING ABOUT
Apple
Walmart
GE
1%
2%
6%
“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
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GENERAL ELECTRIC – TALKING ABOUT
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GENERAL ELECTRIC – TALKING ABOUT
“At first, we didn’t expect to sell shipping containers
through social, though we’re learning
now that in fact we can.”
http://maersklinesocial.com/why-social-media/
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GENERAL ELECTRIC – TALKING ABOUT
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CISCO – SOCIAL MEDIA IN NUMBERS
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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
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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
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GENERAL ELECTRIC – TALKING ABOUT
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GENERAL ELECTRIC – TALKING ABOUT
““If they’re playing games, that’s how they want to
engage and that’s who they are.”
LaSandra Brill – Senior Manager Global Social Media
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A HUNTER SHOOTS A BEAR
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A HUNTER SHOOTS A BEAR
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IN SUMMARY
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•
•
•
•
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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 KPI’s
@danb_digital
THANK YOU
Any Questions?
Dan Betts – Digital Business Director
Burrows - http://www.burrows.info/
uk.linkedin.com/in/danbettsdigitalmarketing/
@danb_digital