by on September 6, 2011 in Conference, Social Media, Social Media Marketing

Lesson from B2B Social Media by David Thomas at Social Fresh in Charlotte NC

Lessons From B2B Social Media by David B Thomas, Radian6

Many times B2B social media has unique challenges and long sales cycles. When we focus on social for B2B, we learn that there are some differences, small and big, that we can all learn from.

B2B Social Media is Important! There are longer sales cycles and more influencers in the process. The sale will be higher dollar and there will be a higher value to the relationship.

  • Importance of the Social Graph – Data that search engines serve up to you will be determined by people that you are connected to in social media. 
  • Reach is Still Important
  • Content Rules – Important to share information that is useful, timely and relevant to your influencers. 
  • Emotional Aspects of Purchase Decisions – Social Media helps you form an emotional attachments to your possible customers.
  • Everybody Loves a Good Story – Engage people with interesting content.
  • The Bs and Cs are all People – Everybody want to be informed, entertained, engaged, etc.

Take Aways

  1. Have Social Media Guidelines in place for your employees. 
  2. Guidelines need to be clear and concise.
  3. Include Do’s as well as Don’ts. Show them examples of “good” engagement.
  4. Give real world examples of how to engage. 
  5. If you need some guidelines go to www.socialmediagoverance.com

Tie Social Media to your Business Objectives

  1. Social Media is a set of tools, not a strategy unto itself.
  2. Tie your efforts to existing bottom-line business objectives.
  3. Decide how you will measure success.

Use What You Have

  1. Develop a content mindset.
  2. Create a content calendar.

Give Your People the Tools

  1. People are talking about your company whether you are there or not.
  2. Customers are sharing their needs, their hopes, their dreams
  3. Prospects are asking questions about you.
  4. You don’t need focus groups anymore. Just use social media

David’s word of advice….. “Listen, Discover, Measure and Engage”!

Nice Job David! Really enjoyed it!

 

Comments { 0 }

by on September 6, 2011 in Conference, Conversion Optimization, Social Media Marketing

Data Driven Social Media Marketing by Eric Boggs at Social Fresh in Charlotte NC

How to learn from the data of your social media marketing?

How To Learn From the Data Behind Your Social Media Marketing by Eric Boggs, Argyle Social Media

Join the CEO of Argyle Social and discover how to maximize your social exposure and ROI by unlocking the insights in your data.

Conversions?

  • Social Media Marketing = Marketing
  • Marketing = Driven by Outcomes
  • Social Media “should” be driven by conversions. 

Four Social Media Insights

  1. RSS Automation Works – Doesn’t matter if you manually publish content or if you let the RSS feed take it over. 
  2. Scheduled Posts Generate Clicks, but Not Conversions – There’s a timeliness premium. Real-posts work better for revenues. Scheduled posts drive traffic and Timeliness drives conversions (revenues).
  3. Hashtag Stuffing Doesn’t Work – Don’t target content to hashtags. Target timeliness.
  4. Curating Drives Click… Creating Drives Conversions – Over-curating is ineffective. Over-promoing isn’t as ineffective as you might think. 

Two types of marketing channels

Intent Generating Channels – Builds consumer awareness and interest
Intent Harvesting Channels – Capture consumer intent to purchase and drive them to the cash register. 


Two Types of Conversion Tracking

Multi-Touch Tracking – Attributes revenue to all the channels that touched the consumer. See Google Analytics Multi-Funnel Conversions. 
Last-Touch Tracking – Attributes revenue to the last channel that touched the consumer. 
Thanks Eric – Nice Job! 

 

Comments { 2 }