key take-aways › files › 7314 › 0301 › 2823 › tear_down_the...14th annual marketing world...

14th Annual MARKETING WORLD 2013:

A Frost & Sullivan Executive MindXchange

Mike Brown, Founder, The Brainzooming Group

Tear Down the Wall! Embracing the Power of Social Media Marketing in the B2B World

Key Take-Aways:

•Ways social media / content marketing can contribute to business success

•Deciding what / where / how to get the most value from your investment

•Ideas for improving the productivity of day-to-day social media activities

#FrostMAR

Brainzooming ™

@Brainzooming #FrostMAR

Mike Brown Brainzooming

Tear Down the Wall! Embracing the Power of

Social Media Marketing in the B2B World

Brainzooming ™

Where Are You on

Social Media?

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Deciding vs. Selling / Doing

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Using vs. Not Seeing Successfully Results

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Want to tweet something?

@Brainzooming

We help make smart organizations

more successful by rapidly:

• Expanding their strategic options &

• Creating innovative plans they can

efficiently implement.

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How much writing?

Brainzooming ™

How much tweeting?

= 1000 tweets

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Strategy

Social Media

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Topics

• Our Social Media Perspective

• What you want to cover

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Strategy Social

Networking

Social

Business Infrastructure

Integration

Measuring ROI

Guidelines

Listening

Building

Relationships

Getting

Noticed

Content

Marketing

Customer

Engagement

Your Case

Studies

Platforms

Time & Talent

Minimizing

Brainzooming ™

Topics

• Our Social Media Perspective

• What you want to cover

• Small group exercises

Brainzooming ™

www.Brainzooming.com

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Our Social Media Perspective

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Audience

Needs &

Interests

Compelling

Communication

& Interaction

Loyalty

Social

Traditional

Network

Building

The Right Mix Is Critical

Your Brand

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Expectations for Social Media Participation

Transparent

Balanced and Fair

Valuable

Credible and Relevant

Distinctive

Accessible

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Successful Social Media Efforts

• Integrated

• Engaging Personality

• Audience-Oriented Content & Interaction

• Continuity / Consistency / Predictability

• Activation

• Metrics

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Why B2B Social Media?

• Business Development and Growth

• Marketing Efficiency

• Customer Service

• Deeper Understanding & Expertise Sharing

• Employee Recruitment & Affiliation

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Your Questions & Issues

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What Social Media Topics Do You Want

to Cover?

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Strategy Social

Networking

Social

Integration

Measuring ROI

Guidelines

Listening

Building

Relationships

Getting

Noticed

Content

Marketing

Customer

Engagement

Your Case

Studies

Platforms

Time & Talent

Minimizing

Brainzooming ™

Integration

Communications

Services

Reinforcers

Advertising Word of Mouth

Invoices

Facilities

Website

Expertise Service

Quality

Service

Experience

Customer

Service

Culture & Values

Performance

Hiring &

Recruiting

Collateral

Uniforms

Sponsorships

Promise

Frontline Employees

Behind the

Scenes

Employees

Social Media

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What are you trying to achieve?

Who is your target audience?

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Social Media Approaches

Concept Category General Description

Community Building Attracting followers through common ties and interests,

integrated into a content marketing and/or advertising

approach.

Content Marketing Original content online used to build leads. Can extend to

audience generated content or content aggregation.

Retail Focus

Extend offers or reward purchase continuity through retail –

whether online or offline.

Consumer Engagement

Integrating social media into customer service and direct

contact channels to build retention and strengthen

relationships.

Cause Marketing Linking social media and networking toward a common

cause and future opportunities to share your message.

Lifestyle Focused Targeted outreach to a specific important audience group to

attract them with regularity and frequency.

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Potential Stakeholders

• HR

• R&D

• Product Development

• Brand Experience

• Operations / Manufacturing

• Communications

• Marketing

• Pricing

• Advertising

• Sales

• Customer Service

• Channel Management

• Web / Online

• Logistics

• Distribution

• IT

• Legal

• Govt. Relations

• Finance

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Culture Challenges?

• Urgency with little understanding

• Distrust, secrecy

• Disconnections

• Legal & regulatory issues

• Inaccessible content experts

• Red tape

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What’s First?

Brainzooming ™

Strategy Social

Networking

Social

Integration

Measuring ROI

Guidelines

Listening

Building

Relationships

Getting

Noticed

Content

Marketing

Customer

Engagement

Your Case

Studies

Platforms

Time & Talent

Minimizing

Brainzooming ™

Measuring ROI

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Quantitative

•# of posts

•Update frequency

•Questions

answered

•# of comments

•# of Followers / Fans

•Perceptions & Reviews

•Amount of user content

•# of customer service

issues handled

•# of leads

•$ sales / # of units

Qualitative

•Comments •Audience sentiment

•Learnings

•Buzz

•User content

•Success stories

•Audience sentiment

•Learnings

Returns Interaction Activity

Brainzooming ™

http://Brainzooming.com/SocialMediaROI/

Brainzooming ™

Strategy Social

Networking

Social

Integration

Measuring ROI

Guidelines

Listening

Building

Relationships

Getting

Noticed

Content

Marketing

Customer

Engagement

Your Case

Studies

Platforms

Time & Talent

Minimizing

Brainzooming ™

Guidelines

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World’s Simplest Social Media Policy

“Will what you’re about to share online offend, surprise, or shock your

in a way that could critically jeopardize your relationship?

Brainzooming ™

Social Media Policy

socialmedia.policytool.net

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Social Media Policy – Whats and Whens

• Customer complaints

• Disagrees with POV

• Employee professional vs. personal use

• What you do for a customer

• Social media norms conflict with culture

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Social Media Moments of Silence

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Here’s everything you need to know about social media responsiveness from @leahbradshaw,

“I can’t wait around for an answer from whoever, whenever. I have to respond.”

Brainzooming ™

Strategy Social

Networking

Social

Integration

Measuring ROI

Guidelines

Listening

Building

Relationships

Getting

Noticed

Content

Marketing

Customer

Engagement

Your Case

Studies

Platforms

Time & Talent

Minimizing

Brainzooming ™

Listening

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Free vs. Paid Tools

http://8.mshcdn.com/wp-content/uploads/2010/06/gatorade3.jpg

Brainzooming ™

How are you going to listen? Person, Brand, Topic, Geography, Sentiment

Brainzooming ™

Strategy Social

Networking

Social

Integration

Measuring ROI

Guidelines

Listening

Building

Relationships

Getting

Noticed

Content

Marketing

Customer

Engagement

Your Case

Studies

Platforms

Time & Talent

Minimizing

Brainzooming ™

Building Relationships

Brainzooming ™

http://www.infobarrel.com/media/image/7357.jpg

He’ll be there for me!

I can depend on him!

I’ll CHANGE him!

CLOSE THE SALE!

Brainzooming ™

Close the sale!

Predictability

Consistency

Continuity

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What About Campaigns?

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Events + Social Networking

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Strategy Social

Networking

Social

Integration

Measuring ROI

Guidelines

Listening

Building

Relationships

Getting

Noticed

Content

Marketing

Customer

Engagement

Your Case

Studies

Platforms

Time & Talent

Minimizing

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Getting Noticed

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Social Media Activation Toolkit

CONTENT

• Pre-existing content

• Messages

• Keywords

PARTICIPANTS

• Want to reach audience

• Audience influencers

• Content producers

PERSONAL INTEREST & NEEDS

• Support audience success

• Audience motivators

• Topics of interest

ACTIVATION

• Pre-existing communications

• Current interactions

• Tools to borrow

Brainzooming ™

Opportunity

Frequency

Message

Completeness

Annual Multi-Daily

Big Story

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Sharing Content like TV Network

Brainzooming ™

Strategy Social

Networking

Social

Integration

Measuring ROI

Guidelines

Listening

Building

Relationships

Getting

Noticed

Content

Marketing

Customer

Engagement

Your Case

Studies

Platforms

Time & Talent

Minimizing

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Platforms

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Customer

Communication

Brand Exposure Driving Site

Traffic

Facebook

Twitter

YouTube

Flickr

Blogging

Instagram

SlideShare

Google+

Good! OK Bad

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Integration

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Integrating Social Media into Other Activities

Website

Blog -

Content

Creation

Blog -

Content

Creation

Blog -

Content

Creation

Landing Pages Info Exchange &

Conversion

Blog -

Content

Creation

Blog -

Content

Creation

Blog -

Content

Creation

Blog - Content Creation

Search Organic, Local,

Social Graph, Paid Social Platforms

LinkedIn, Twitter, Google+,

Facebook, YouTube, Pinterest,

Others

Other Marketing Communications &

Business Development

Typical Steps Business Objectives Topics Keywords

Metrics Social Media Strategy Blog, Social Platforms, Landing Pages Audience Persona Interests Topics

Content Creation & Curation Sharing & Audience Building

Brainzooming ™

http://ahmetemreacar.info/wp-content/uploads/2010/10/campfire.jpg

Brainzooming ™

http://narcoosseefl.com/wp-content/uploads/2010/11/people-networking-event.jpg

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http://cdn.venturebeat.com/wp-content/uploads/2009/09/inxpo-real.jpg

Brainzooming ™

http://www.iversoft.ca/portfolio-item/leukaemia-foundation-worlds-greatest-shave/

Mobile

Brainzooming ™

Integrate AND

Be Platform- Appropriate

Brainzooming ™

Integrated Content – Mall of America

• Content well-suited to specific social network and users

• Integrated content across channels that collectively represents the brand

• Varying content across different platforms

• Content that moves audience toward progressively beneficial behaviors for the organization

• Content worth remembering, sharing, and returning

Brainzooming ™

Strategy Social

Networking

Social

Integration

Measuring ROI

Guidelines

Listening

Building

Relationships

Getting

Noticed

Content

Marketing

Customer

Engagement

Your Case

Studies

Platforms

Time & Talent

Minimizing

Brainzooming ™

Time and Talent

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Collaborative

Brainzooming ™

Organizing Social Team

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Social Media by Thirds

From @ToddSchnick

Creating in

Channels

Observing

in Other

Channels

Participating in

Other Channels

Brainzooming ™

REDUCE

RECYCLE

Brainzooming ™

Strategy Social

Networking

Social

Integration

Measuring ROI

Guidelines

Listening

Building

Relationships

Getting

Noticed

Content

Marketing

Customer

Engagement

Your Case

Studies

Platforms

Time & Talent

Minimizing

Brainzooming ™

Minimizing Risk

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Who Communicates?

•On brand

•Right sensibilities

•Diverse communicators

Brainzooming ™

• 3 “Completely trust them”

• 2 “Somewhat trust them”

• 1 “OMG! I’d never trust them to do that!”

Brainzooming ™

Would you have your social media person . . .?

• Actively participate in a sales call on your largest customer or customer group?

Brainzooming ™

• Review your brand standards document not only for typos but for real strategic brand errors?

Brainzooming ™

•Speak about your brand and what it represents to a large group of employees?

Brainzooming ™

• Work a customer service shift unsupervised?

Brainzooming ™

• Credibly summarize your business, what you do & discuss its size, scope, & prospects with a group of potential investors?

Brainzooming ™

• Have a conversation with a competitor without disclosing any proprietary or competitively damaging information about your company?

Brainzooming ™

• Be interviewed by a national (or even local) TV reporter who is doing an unfavorable profile about your company?

Brainzooming ™

The Results

• 18 – 21: The right kind of person

• 13 – 17: Real potential, needs development

• > 12: Not ready for social media prime time!

Brainzooming ™

http://media.nj.com/entertainment_impact/photo/kevin-smith-too-fat-to-fly-kicked-off-planejpg-96b111afde2b7d48_large.jpg

Brainzooming ™

http://www.colorado.gov/governor/images/GOVR_Nov_08/JapanesePressInterview.jpg

Brainzooming ™

Strategy Social

Networking

Social

Integration

Measuring ROI

Guidelines

Listening

Building

Relationships

Getting

Noticed

Content

Marketing

Customer

Engagement

Your Case

Studies

Platforms

Time & Talent

Minimizing

Brainzooming ™

Content Marketing

Brainzooming ™

An Engaging Point of View

Familial Mentor BFF CSRep Maven Comedian Snarky Confidant Teacher Straight Shooter Newsperson Cool/Hip Gossip

Brainzooming ™

Who’s Missing?

Brainzooming ™

Outside – In

http://1.bp.blogspot.com/-5CfrYaKNaVs/Th5w89AJfOI/AAAAAAAACGs/XeVZO8QjRXw/s1600/ontheoutside.jpg

Brainzooming ™

Defining Your Target Audience

Brainzooming ™

Describing Your Target Audience

Brainzooming ™

Seeking

Focused

Challenges

Brainzooming ™

Should be

Creative

Everyone’s

Involved

Can be

“Faked” Can be

Learned

Yields

Better

Results

Important Strategic

Thinking

Mind Mapping - Think

Brainzooming ™

Behind the scenes

Exclusives

Assistance

Brainzooming ™

• What are you learning as an organization?

• How are you addressing industry issues?

• What customer service issues have you solved?

• How is your team working with customers?

• How does you improve your community?

• What do you do for fun?

Brainzooming ™

http://www.prioritydata.com/Images/OrangeKeyboardWeb.jpg

Brainzooming ™

“I apologize for the length of this letter, but I didn't have time to make it shorter.”

http://www.coldbacon.com/pics/twain.jpg

Brainzooming ™

Strategy Social

Networking

Social

Integration

Measuring ROI

Guidelines

Listening

Building

Relationships

Getting

Noticed

Content

Marketing

Customer

Engagement

Your Case

Studies

Platforms

Time & Talent

Minimizing

Brainzooming ™

Customer Engagement

Brainzooming ™

Check your last 20 updates!

Talking? About you?

Answering Questions, Interacting, Sharing, Linking?

Brainzooming ™

Crisis Communication

Listen > Analyze > Personalize

Brainzooming ™

Social Media Isn’t a Focus Group

Brainzooming ™

Using Social Networks for Innovation

• Identifying unarticulated needs

• Tapping new expertise

• Gathering different inputs & information

• Enabling innovative collaboration

• Solving challenging problems

Brainzooming ™

Strategy Social

Networking

Social

Integration

Measuring ROI

Guidelines

Listening

Building

Relationships

Getting

Noticed

Content

Marketing

Customer

Engagement

Your Case

Studies

Platforms

Time & Talent

Minimizing

Brainzooming ™

Your Case Studies

Brainzooming ™

Strategy Social

Networking

Social

Integration

Measuring ROI

Guidelines

Listening

Building

Relationships

Getting

Noticed

Content

Marketing

Customer

Engagement

Your Case

Studies

Platforms

Time & Talent

Minimizing

Brainzooming ™

P M I RQ

Brainzooming ™

key take-aways › files › 7314 › 0301 › 2823 › tear_down_the...14th annual marketing world...

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