early phase b2b campaign: trc companiess3.amazonaws.com/ebcne-web-content/fileadmin/pres/... ·...
TRANSCRIPT
Angela Cincotta, Director of Marketing
and Catherine Stanley, PR Manager
TRC Companies
Early Phase B2B Campaign: TRC Companies
Creative Dedicated Experts
Getting Started with Social Media
March 9, 2012
Slow and steady wins the race
Integrated, Multi-channel, Multi-purposed Communications Approach
Advertising
Trade shows
Feature Stories
Webinars
Social media
Emails
Newsletters
Google Search
Interviews
Project Delivery Client Maintenance
Proposals
News
Contributed Articles
White Papers
i
Learn, a lot
4
Social Media Policy/Strategy
• Crisis Communications/Media Protocols
• Encourage responsible participation
• Training to use social media appropriately
• Content creation opportunities
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A Senior Management State of Mind
• What’s the value?
• What’s the investment?
• How do you /can you control it?
• Can you get business from it?
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Value of B2B Social Media • Social media is a channel for building
closer relationships with news media
• Social media can be used as a valuable lead generation channel
• B2B companies showcase their expertise and thought leadership to multiple stakeholders
• Adding social media to the mix can increase the effectiveness and efficiency of existing outreach efforts
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Effectiveness of Social Media for B2B
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Percentage of channel users that acquired a customer through
that channel
2011 Hubspot State of Inbound Marketing Study
Social Media Phased Roll Out
Phase 1
• Social Media Mapping
• Social Media Monitoring
• Social Media Team Development
Phase 2
• Social Media Participation
• Social Media Engagement
Phase 3
• Social Media Management
• Social Media Marketing
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Objectives
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Who, what, where…
• Who is your audience?
• What are they talking about?
• On what social medial channels?
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Keywords and Conversations
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Look. Listen. Google.
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It takes a village (or a team)
• Social media team
• Senior Management
• Front line staff
• Meetings/action plans
• Cheat sheets (Linked In 101)
• Repeat
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Secrets of success?
• Senior staff support is critical
• Demonstrate value to subject matter experts
• Keep up the good work (it’s an ongoing process)
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Questions?
Angela Cincotta P: 978.656.3594 | E: [email protected]
Catherine Stanley P: 978.656.3538 | E: [email protected]