beth harte
TRANSCRIPT
![Page 1: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/1.jpg)
Social Media for Your B2B Marketing Mix: Planning, Expanding, Executing & Measuring Presented by:Beth Harte, Client Services DirectorSerengeti Communications@bethharte
![Page 2: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/2.jpg)
![Page 3: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/3.jpg)
Image Source: www.faqs.org
![Page 4: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/4.jpg)
![Page 5: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/5.jpg)
Image Source: www.amateurwrestlingphotos.com/
![Page 6: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/6.jpg)
Image Source: img1.photographersdirect.com
![Page 7: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/7.jpg)
• Product• Price• Place • Promotion
• Customer• Cost• Convenience • Communication
VERSUS
Image Source: www.jupiterimages.com
![Page 8: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/8.jpg)
![Page 9: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/9.jpg)
![Page 10: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/10.jpg)
![Page 11: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/11.jpg)
Image Source: www.textually.org
![Page 12: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/12.jpg)
Image Source: www.gprc.ab.ca
![Page 13: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/13.jpg)
Image Source: optimizeandprophesize.com
![Page 14: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/14.jpg)
Image Source: www.kenburbary.com
![Page 15: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/15.jpg)
The 5 Step Measurable Plan• Goal• Objectives (Measurable)• Strategies• Tactics (Measurable)• Measurement
Image Source: www.art.com
![Page 16: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/16.jpg)
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
![Page 17: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/17.jpg)
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
![Page 18: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/18.jpg)
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.
![Page 19: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/19.jpg)
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.
![Page 20: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/20.jpg)
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.
![Page 21: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/21.jpg)
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.
![Page 22: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/22.jpg)
![Page 23: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/23.jpg)
5 Key Steps to Ensure an Integrated Marketing Experience
Source: IMC: The Next Generation, Schultz & Schultz
![Page 24: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/24.jpg)
Identify Customers & Prospects
Image Source: http://images.tmcnet.comc
Psychographics Sociographics Ethnographics Firmographics
![Page 25: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/25.jpg)
Understand Buying Behavior
Image Source: tutor2u.net
![Page 26: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/26.jpg)
Firmographics
![Page 27: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/27.jpg)
Psychographics
Image Source: www.syspro.com.au
![Page 28: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/28.jpg)
Sociographics
Image Source: www.ttglive.com
![Page 29: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/29.jpg)
Ethnographics
Image Source: http://us.123rf.com
![Page 30: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/30.jpg)
Estimating the Value of Customers
Image Source: www.ecu.edu/cs-admin
![Page 31: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/31.jpg)
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...
![Page 32: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/32.jpg)
Take an Outside-In Approach
Image Source: http://farm3.static.flickr.com/2268/2094281797_9b28def2f7.jpg
![Page 33: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/33.jpg)
The 5 R’s of IMC
• Relevance
• Receptivity
• Response
• Recognition
• Relationship
Source: IMC: The Next Generation, Schultz & Schultz; Image Source: www.exchange3d.com
![Page 34: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/34.jpg)
Planning Communication Messages & Incentives
Image Source: www.lowesforpros.com/
![Page 35: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/35.jpg)
:30
![Page 36: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/36.jpg)
Image source: http://rlv.zcache.com
![Page 37: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/37.jpg)
Image Sources: www.freshegg.com/blog/ andwww.halifaxchamber.net/
![Page 38: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/38.jpg)
Estimating Return on Customer Investment
Image Sources: www.ezfundingonline.com & http://image.fourwheeler.com
![Page 39: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/39.jpg)
Evaluation & Future Planning
Image Source: www.xhtml-css-code.com
![Page 40: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/40.jpg)
Image Source: d.umn.edu
![Page 41: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/41.jpg)
IBM
![Page 42: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/42.jpg)
EMC
![Page 43: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/43.jpg)
Forrester Research
![Page 44: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/44.jpg)
BreakingPoint
![Page 45: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/45.jpg)
Oracle
![Page 46: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/46.jpg)
Indium
![Page 47: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/47.jpg)
![Page 48: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/48.jpg)
Image Source: http://cdn.buzznet.com
![Page 49: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/49.jpg)
Metrics vs. ROI
Image Source: www.jklossner.com/computerworld
![Page 50: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/50.jpg)
![Page 51: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/51.jpg)
![Page 52: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/52.jpg)
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
![Page 53: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/53.jpg)
What Did Your Plan Call For?
List Source: http://wilderdom.com
![Page 54: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/54.jpg)
Tools to Help Measure
![Page 55: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/55.jpg)
Tools to Help Measure
Image Sources: mentalfloss.cachefly.net, www.orthonurse.org, i.ehow.com/images, www.smbmarketingguide.com/
![Page 56: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/56.jpg)
![Page 57: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/57.jpg)
Image Source: Flickr, ralphventon
![Page 58: Beth Harte](https://reader035.vdocuments.site/reader035/viewer/2022081521/5432ecab8d7f72ac608b475a/html5/thumbnails/58.jpg)
Thank You!Beth HarteClient Services DirectorSerengeti Communications
Twitter: @bethharte / #IMCchat
www.serengeticom.com