social media myths - b2b case study
TRANSCRIPT
Social Media Myths Amit Lavi
CEO, Marketing Envy
13 May 2014
Marketing Envy
Shameless (obligatory) self promotion slide
Over 30 <gulp> years combined experience with tech start ups and multi-national brands
Google, Facebook, Ubuntu, Fuji-Xerox, HP Scitex, Askem, Cliqdo,
Jinni, Cloudyn, Roojoom, BlazeMeter, DMG, ICQ
Marketing Envy
What We Do:
Lifecycle marketingProduct Design, Pre-launch, Launch, Growth
Billy Cina Amit Lavi
Social is dead – Welcome to Online Marketing
Social media myths:1. Unsuitable for B2B2. Can’t measure its ROI 3. ‘Reach’ & ‘Engagement’ are buzzwords4. Cheap PR replacement5. It’s all about the content
#1Social is unsuitable for B2B
Marketing Envy
#2Can’t measure ROI
Marketing Envy
Follow Some Rules
Measure according to your goals
Online Sales
Awareness
Offline Visits
#3Reach & Engagement = Buzzwords
Marketing Envy
Engagement is the means to an end
Test AnalyzeOptimize Reiterate
Marketing Envy
#4Social is a cheap PR replacement
Marketing Envy
#5It’s all about the content
Marketing Envy
Marketing Envy
Native Advertising
Case Study
Marketing Envy
Challenges in the Cloud - B2B Case Study
• Product: Huge need, little demand
• PR & online campaigns: Some demand generated
• Audience: Devops, Developers and CTOs
• Assets: Website, blog, limited social media
• Challenge: Create awareness & scale demand
B2B SaaS Company
• All channels: Time on site and conversions
• Facebook: Comments, frequency & blog traffic
• Facebook remarketing: List size and freshness
• LinkedIn: Quality of exposure
• Twitter: Traffic and quality
• Blog: Average time on blog, page views
Measuring: How & What
Evaluating each channel
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Conversion path: Complicated but measurable
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Results
40% increase in unique visitors
65% increase in leads generated
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Key takeaways
Social media relevant in every stage of funnel
& Relevant to all P2P products
Quantity of channels ≠ quantity per channel
Focus on list size
Content is key, distribution is the door
Measure and evaluate key channels Marketing Envy
