the realities of b2b social media: construction case study

Ron Vokoun

• Mission Critical Environments• Establishing New LOB for existing company

with regional brandChallenges/Opportunities• No association to category of specialized expertise• High barrier to market entry/Complex sales structure• Limited brand awareness• Limited commitment to market

• Social Media Strategic Value

• Brand Development– Associate JE Dunn with mission critical – Establish thought leadership & build credibility– Develop relationships with industry leaders

• Brand Awareness– Develop and amplify JE Dunn message through

mission critical communications channels

• Lead Generation

• Identify social preferences of target audience• Evaluate market and competitive social

channels & approaches• Establish relationship with strategic

influencers• Develop resource efficient tactical operation

plan• Coordinate with Marketing for measurement

• LinkedIn– Groups & Profile

• Twitter• Google+• Guest Authoring

…and customize approach by channel

Business•RSS/News reader•Buffer– Scheduling– Analytics

•Google authorship•Diligent and timely connection process

Marketing•CRM integration•Website analytics•PR/MR monitoring

Marketing KPIs•Share of Voice– Brand lift measured by

branded search volumes of targeted traffic

– Mentions

•Reach Metrics– Impressions – Frequency

•ROI vs. paid media

Business Interactions•Speaking invitations•Publishing invitations•Perceived awareness – “I know you/them”– Accepted meetings

•Invited to Deals•Recruitment

• Social Media must reflect offline business networks and interactions

• Know YOUR market– Speak their language & respond to all comments– Give to get

• Test, tweak and evaluate – then repeat• Operationalize efficiency• Optimize for revenue as holy grail

Ron VokounMission Critical Market LeaderWestern Region480.707.2246 cron.vokoun@jedunn.com

www.linkedin.com/in/ronvokoun

https://twitter.com/#!/RonVokoun

https://plus.google.com/105161677041336108774