how to create a successful social media marketing action plan for b2b business
TRANSCRIPT
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Social Media Marketing
Bootcamp Session - How to create a Successful Social Media Marketing Action Plan?
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Action Plan
Endless Communications! Multiple Channels!
Limited Time :-(
How can I create a workable plan?
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Keep Big Picture Alive!
SM Channels, Positioning & Message
SMM Objectives
Business
Value Prop Need
Target Group
Results are going to take time
Stay focused and keep the momentum going
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It’s Addictive! Selling drugs require high level of integrity!
Do not avoid it. Discipline yourself.
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Keep track of %age of time you are spending on Social Media for Business
It’s OK to Drift - Bring yourself back
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Information Overload - Do not aim for 100%!
Stay focused on “Relevancy” and “Credibility”
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Prefer “Moderating” over “Leading”
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Set the “Objective” Right
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Social Media
Marketer’s View
Marketing
Lead Generation
Restricted View
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Online Marketer’s View
Acquisition or Visitors
Leads
Sales
Retention
Social Media
Again a Restricted View
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B2B Business Implication Rationalized Decision Process
• Longer Sales Cycle • Multiple Touch Points • Phased Approach
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B2B Business Implication Multiple Decision Makers/Influencers
• Multiple People • Multiple Searches • Multiple Concerns
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Selling Process for a B2B Acquisition Leads Sales Retention
Acquisition Leads Sales Retention
Acquisition Leads Sales Retention
Acquisition Leads Sales Retention
Acquisition Leads Sales Retention
Case Studies Webinars
Free Product Tours Request for Proposal
Articles/White Papers
Sales
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Set Right Objective... Short Term
Support in Lead Conversion Support in Lead Qualification Limited Lead Generation
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Important Action Items
Professional Networking
Update Corporate Section
Everyone on LinkedIn (Active & Participating)
Relevant Discussion Forums
Start Listening on “Twitter”
360 Degree Online Presence
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Generating traffic from Social Media
Branding & Sales
Creating thought Leadership
Create Sustainable Lead source
Set Right Objective... Long Term
360 Degree Online Presence
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Important Action Items
Invite internal people to start participating (Internal Talent need to be exposed)
Blogging
Photos, Videos and Presentations
Online PRs, Articles and White Papers
Creating a Newsroom/Connect section
360 Degree Online Presence
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Options to Create Game Plan
Few Resources, Immediate but Limited Results
More Resources, Higher Gains but Long Term
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Few Resources, Immediate but Limited Results
Purpose: Use SMM to Monitor existing conversations and create short term visibility
Listen, listen and listen
Respond appropriately at appropriate channels
Professionals Networking
Post on Discussion forums
Comment on Blogs, groups, pages and articles
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Few Resources, Immediate but Limited Results
Purpose: Use SMM to Monitor existing conversations and create short term visibility
Efforts Required:
Online Marketing Strategy Creation: 5%
Content Writing and Population: 10%
Listening and Responding : 80%
Monitoring and Measuring: 5%
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More Resources, Higher Gains but Long Term
Purpose: Use SMM to build Sustainable long term Marketing channels
Create new Pages, Groups, Blog, Twitter accounts.
Creating Viral Messages
Participant Extensively on Discussion Forums, LinkedIn Answers and User groups.
Explore new Platforms like Tagged, Plaxo
Article and whitepaper Marketing and Submissions.
Experiment, experiment and experiment.
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More Resources, Higher Gains but Long Term
Purpose: Use SMM to build Sustainable long term Marketing channels
Efforts Required:
Online Marketing Strategy Creation: 10%
Content/Viral Creation and Population: 50%
Listening and Responding : 20%
Promotion: 10%
Monitoring and Measuring: 10%
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