Social Media AnalyticsMarketing Strategies and Tactics

Tony Dong Yung Yu

Issue with B2B and Social Media

• Everyone is on facebook/twitter/linkedin, should you be?

• The 1st question is, who are your customers, their influencers and how do they make purchasing decisions.

• You shouldn’t even be fixated on any social media campaign at this point.

The Fact is….

• Yes everyone is on facebook/twitter/linkedin for different reasons, reasons that fits their industry and their brands

B2B

• Selling B2B means you just have to work harder at understanding your customers.

Social Media

• No, linkedin is not the ONLY answer

Social Media

• Key is to find out the process of how your customer makes purchasing decision on social media based products and services

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Customers

Colleagues

Social Media Marketing

Consultants‘Googling’

But really…

• Your target customers may be hard to reach and to target effectively

• Googling and Social Media Marketing consultants are really the same.

• Because, online conversations about social media marketing are mostly among social media marketing consultants

Essentially…

• Social Media Marketing consultants are the Influencers, Market Mavens, Surrogate Consumers and Opinion Leaders

• Hence, it may be worthwhile to target the social media marketing consultants instead…..

But how?

• First: Understand their motivations and needs

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“We were able to run some pretty targeted run Facebook Page adds to build the fan base on our Team Cbus page leading up to Chevy's SXSW Road Trip and the results were great….

For less than $300 we nearly doubled our numbers …” - NR, Social Business Consultant.

Netnography Performance Competence credibility

Mentioning of campaign credibility

Bold statement about performance Self-

promotion

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“You rock -- this post nails it!

…just testing it out and taking FB Ads for a test drive. This was before Facebook Success Summit 2010 ….I loved the targeting ability -- Awesome! I also LOVED the ability to adjust the ad as it ran

Like it's so good, people don't believe it when you tell 'em. Facebook Ads are really under-used by small business, Main Street, and non-profits here in my area”- KJ, Small Business & Nonprofit consultant

Self Validation Experience expert

insight to win

Self Validation Innovator expert in newest and latest

recognition

Passion lives and breaths SMM

credibility

Specialization area of expertise self-

promotion

Netnography

“…I'm sure most marketers believe that they're offering real quality via these channels ….

But if we cut down on the number of approaches, are we statistically increasing our chance of success (and of others) ?

So does this bring things back around full circle to the cold call or person2person networking ? ”- JB, Social Media, Marketing Strategy

Been around for long time Experience

confidence credibility

Desire for facts Evidence based arguments rigour

in argument

Big picture clear thinking differentiate

influential

Netnography

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• To win• To self-promote• To be validated• To be credible• To be recognized• To be influential

Needs

You are now armed and dangerous, the rest is up to you