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

3. www.burrows.info

4. OUR CLIENTS

5. Why is Social Media So Powerful?

6. THE GOOD OLD DAYS! @danb_digital

7. The Good Old Days…

8. @danb_digital But Then…

9. @danb_digital Now…

10. @danb_digital This Presents a Risk…

11. @danb_digital Source: IDC April 2014

12. @danb_digital Source: IDC April 2014

13. @danb_digital Source: IDC April 2014

14. The Purchase Process

15. 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 exist. @danb_digital

16. THE PURCHASE PROCESS @danb_digital

17. THE PURCHASE PROCESS - ZMOT @danb_digital

18. WHEN IS SOCIAL MOST POWERFUL? @danb_digital

19. Planning a Social Media Strategy

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

21. MOST INFLUENTIAL SOCIAL CHANNELS B2B @danb_digital Source: Buyersphere

22. SETTING UP PROFILES @danb_digital

23. SETTING YOUR OBJECTIVES @danb_digital

24. SETTING YOUR OBJECTIVES @danb_digital

25. DEMOGRAPHIC PROFILES @danb_digital

26. SETTING UP KPI’S @danb_digital

27. SOCIAL MONITORING TOOLS @danb_digital

28. SOCIAL MENTION @danb_digital http://www.socialmention.com/

29. MENTION MAPP @danb_digital http://www.mentionmapp.com/

30. Social Media Measurement

32. THE ONE METRIC @danb_digital The One Metric Spread Sheet: http://goo.gl/zzDVLl How to Use The Spread Sheet: http://moz.com/blog/one- metric

33. Case Studies

34. ONLINE RELATIONSHIP MANAGEMENT @danb_digital

35. SOCIAL ENGAGEMENT TREE @danb_digital

36. ONLINE RELATIONSHIP MANAGEMENT @danb_digital

37. ONLINE RELATIONSHIP MANAGEMENT @danb_digital 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.

38. @danb_digital

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

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

41. @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

42. @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

43. @danb_digital GENERAL ELECTRIC – TALKING ABOUT

44. @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.” http://maersklinesocial.com/why-social-media/

45. @danb_digital GENERAL ELECTRIC – TALKING ABOUT

46. @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

47. @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

48. @danb_digital GENERAL ELECTRIC – TALKING ABOUT

49. @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

50. @danb_digital A HUNTER SHOOTS A BEAR

51. @danb_digital A HUNTER SHOOTS A BEAR

52. @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

53. THANK YOU Any Questions? Dan Betts – Digital Business Director Burrows - http://www.burrows.info/ @danb_digital uk.linkedin.com/in/danbettsdigitalmarketing/