Planning A Social Media Strategy Dan Betts – Digital Business Director uk.linkedin.com/in/danbettsdigitalmarketing/

OUR CLIENTS

Why is Social Media So Powerful?

THE GOOD OLD

The Good Old Days…

@danb_digital But Then…

@danb_digital Now…

@danb_digital This Presents a Risk…

@danb_digital Source: IDC April 2014

@danb_digital Source: IDC April 2014

@danb_digital Source: IDC April 2014

The Purchase Process

ZERO MOMENT OF TRUTH The zero moment of truth (ZMOT) refers to the point in the buying cycle when the buyer researches a product, often before the company even knows that they

THE PURCHASE

THE PURCHASE PROCESS -

WHEN IS SOCIAL MOST

Planning a Social Media Strategy

“We have two ears and one mouth so that we can listen twice as much as we speak.” Epictetus – Greek

MOST INFLUENTIAL SOCIAL CHANNELS Source: Buyersphere

SETTING UP

SETTING YOUR

SETTING YOUR

DEMOGRAPHIC

SETTING UP

SOCIAL MONITORING

SOCIAL

MENTION

Social Media Measurement

THE ONE The One Metric Spread Sheet: How to Use The Spread Sheet: metric

Case Studies

ONLINE RELATIONSHIP

SOCIAL ENGAGEMENT

ONLINE RELATIONSHIP

ONLINE RELATIONSHIP The Dell Community Has Contributed: 15,277 Ideas 738,000 Promoted Posts 92,000 Comments 50% Of B2B Buyers Follow Industry Conversation and Thought Leaders.

@danb_digital

SUNGARD – CLOUD SERVICES VS ZOMBIES Multi Content Campaign Targeting IT Professionals Cloud Solutions Message 300% Increase in Download Rates 5.7% Open Rate 20 Direct Conversions

@danb_digital GENERAL ELECTRIC “The Most Exciting Boring Brand.”

@danb_digital GENERAL ELECTRIC “Nobody buys a jet engine online, but when you think about it nobody buys a can of coke either.” Linda Boff – Executive Director Digital Marketing

@danb_digital GENERAL ELECTRIC – TALKING ABOUT “Social Media is not only for consumer brands: 90% of B2B decision makers consult social media in the buying process.” Linda Boff – Executive Director Digital Marketing

@danb_digital GENERAL ELECTRIC – TALKING ABOUT

@danb_digital GENERAL ELECTRIC – TALKING ABOUT “At first, we didn’t expect to sell shipping containers through social, though we’re learning now that in fact we can.”

@danb_digital GENERAL ELECTRIC – TALKING ABOUT

@danb_digital CISCO – SOCIAL MEDIA IN NUMBERS Blogs: 22 external, 475,000 views/quarter Twitter: 108 Cisco feeds with 2 million followers Facebook: 79 groups with 100,000 fans YouTube: 300+ channels, 2,000+ videos, 4 million views Second Life: 150,000 visitors, 50+ events Flickr: 300+ photos, 400,000 views

@danb_digital CISCO – £64,000 OFF PRODUCT LAUNCHES 9,000 people attended– 90 times more attendees than in the past Saved 42,000 gallons of gas Three times as many press articles as with traditional outreach methods More than 1,000 blog posts and 40 million online impressions A Leading Lights award for Best Marketing One-sixth the cost of a traditional launch

@danb_digital GENERAL ELECTRIC – TALKING ABOUT

@danb_digital GENERAL ELECTRIC – TALKING ABOUT ““If they’re playing games, that’s how they want to engage and that’s who they are.” LaSandra Brill – Senior Manager Global Social Media

@danb_digital A HUNTER SHOOTS A BEAR

@danb_digital A HUNTER SHOOTS A BEAR

@danb_digital IN SUMMARY Social Media is important in the B2B buying process Consider ZMOT and the when social is most powerful Listen before you engage Where? – What? – Who? Understand your audience and build a profile Engage with the influential and build relationships Identify relevant topics and forms of content Set and Measure KPI’s

THANK YOU Any Questions? Dan Betts – Digital Business Director Burrows - uk.linkedin.com/in/danbettsdigitalmarketing/