case study: how to create a roi-focussed social content framework for lead generation

How to create a ROI-focussed social content framework for lead generationKelvin Lee, Director of Social Media for Financial & Risk @iamkelvinlee @thomsonreuters #B2BSummit15

2Aachen Germany, 1847

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Video:

@iamkelvinlee #B2Bsummit15

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http://blog.financial.thomsonreuters.com/pigeons-progress-150-years-innovation-thomson-reuters-eikon/

http://paidpost.nytimes.com/thomsonreuters/signal-through-the-noise.html

http://paidpost.nytimes.com/thomsonreuters/signal-through-the-noise.html

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Google & CEB Marketing Leadership Council

“Today's business buyers do not contact suppliers directly until 57% of the purchase process is complete.”Source – survey of 1500 business leaders involved in purchase for 22 large B2B organisations


https://www.thinkwithgoogle.com/articles/b2b-digital-evolution.html

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Top 5 Areas for Increased Spending

Credit: Salesforce 2015 State of Marketing Report


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Key Challenges that B2B Businesses Face on Social Media in 2015

Credit: How B2B Businesses Are Tackling Social Media In 2015


http://www.realbusinessrescue.co.uk/news/how-b2b-businesses-are-tackling-social-media-in-2015

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Our Social Content Program Result Highlights

Average Blog page view ,YoY

190%

Average Bounce rates

15%

Average time spent on Blog page

35%

LinkedIn followers acquired in last 12 months

9500+

Nbr of in-house experts on content roster:

25+

Percentage of LinkedIn followers gained from organic growth (rather than paid)

75%

Leads traffic attributed to social , YoY

25%

Nbr of frontline and business development colleagues who have opted in to social selling content

1050+


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Power Up Your Social Content Approach to Deliver ROI

Senior Level Engagement

Distribution

Paid Amplification

Employee Advocacy Content Plan

Collaboration

Optimization

Measurement


Source: UsefulSocialMedia – State of Corp Social Media 2014 Infographic

How social is your CEO?


http://usefulsocialmedia.com/embed-social/state-corporate-social-media-2014-infographic

http://usefulsocialmedia.com/embed-social/state-corporate-social-media-2014-infographic

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Aim to have at least one of your senior leads on board.

Opportunities to:Demonstrate commitmentHumanise the organizationBe an industry thought-leader

Consider:TrainingPlay on ‘envy’Partner up

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More will come.

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Measuring:Effectiveness of content


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Ability to measure social ROI




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B2B Social Metrics

Credit: Salesforce 2015 State of Marketing Report; Eloqua Content Marketing Grid Infographic


Metrics most commonly used

Range of Key Performance Indicators

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Start with the basics: Example of a Content Scorecard.

Reach Engagement Conversion

Content Piece Unique Page Views

Total Nbr of Shares

Time Spent on Page

Bounce Rate

LinkedIn Engagement

Rate

Visits to Landing Page

Realized Data Capture

Benchmarks (Ave) 1000 300 4:00 mins 75% 1.1% 150 30

M&A is back, but how long will the boom last?

1500 500 2:30 mins 65% 2.5% 200 75

What drives your organization’s risks?

800 150 4:30 mins 91% 0.89% 80 10

Behind the curtain of big data modeling

2000 400 4:00 mins 75% 1.1% 150 75


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Did someone mention social analytics?

“In 2014, social media marketing got dramatically sophisticated. In 2015, social analytics will be the primary focus.” – Adam Schoenfeld, CEO SimplyMeasured.


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It’s a crowded marketplace.


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Social Content: Effectiveness vs. Difficulty


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Content Marketing Matrix

Source: Smart Insights & First10

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Checklist: Content PlanningDefine your target audience – reading behaviours, social

channels, events, interests, motivations, pain points, where and when he/she is likely to consume this content

Define a list of your market’s macro themes Conduct an audit of your competitors’ contentLeverage business and content partnersListen and involve your sales teamsImplement your brand tone of voice and guidelinesBand together a content taskforce involving cross

functional roles (marketing, sales, data, research teams etc.)Draw up a content calendar, identify potential authors,

design & create visual assets


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Beef up your company blog – it can be your foundation of your lead generation activites.

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Power-Up Your Headlines

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The visual is the new headline.

REUTERS/Daniel Munoz

25@iamkelvinlee #B2Bsummit15

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“If content is king, then distribution is King Kong.”

– Luke Kintigh, How IntelIQ does content promotion


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‘Play’ Across All Channels

Charts from Annual Research 2015: Content Marketing Budgets, Benchmarks and Trends – Content Marketing Institute, MarketingProfs, BrightCover


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Twitter


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LinkedIn


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Publish with intent to strike up a conversation.

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YouTube:Interviews, Animated Graphics, How-To Vids


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Instagram? Yes!

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Checklist: Organic Social DistributionFocus on one or two channels which shows the greatest

response rates.Test different copy to identify what creative and copy has

the greatest impact.Analyze your desired post-click actions, such as

subscriptions or bounce rate, against each social channel that drives it.

Allocate budget and targeting according to the patterns you’re seeing across time, channel and device.

‘B2C platforms’ such as Facebook, Instagram, Periscope can’t be ignored.

Your goal is to discover the top 10% content.


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10%

90%!The 90/10 rule: 10% of content

drives 90% of traffic and engagement.

– SimpleReach

Content Traffic/Engagement

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‘Paid social’ is getting serious.

Charts from Annual Research 2015: Content Marketing Budgets, Benchmarks and Trends –

Content Marketing Institute, MarketingProfs, BrightCover



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A Paid Social Experiment

Results over 1 week on a budget of £1000: 130+ quality prospects.

Organic Campaign

Paid Campaign

Landing Page

40@iamkelvinlee #B2Bsocialship

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Employees Advocacy via Social

‘Just 60 employees can increase your company’s reach by 1000%’ - GaggleAmp


42Image Credit: Let’s Paint Our World by 0ziriz


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Checklist: Rolling out a social sharing program

Produce a set of social media sharing guidelinesObtain buy-in of senior sales managersCollaborate with team members and sales colleagues to

listen and understand what types of content they would be willing to share with their prospects

Conduct training sessions, uncover advocates and champions

Distribute a regular ’Post of the Day/ Week’ with approved content.

Leverage and pilot social sharing platforms, such as


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Collaboration Checklist:Set up a ‘Social Media Taskforce’ group –

a forum to exchange ideas and gather feedback.Map social into all other activities, not

just online.Involve sales, marketing, PR, IT, Product

DevelopmentProvide transparency to upcoming

contentShare what’s working on and what’s not –

be transparent on resultsKeep your senior sponsor(s) updated

with progress.Move fast, test, scale.


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8 Tips to Power Up Your Content Approach to Deliver Social ROI

Senior Level Engagement

Distribution

Paid Amplification

Employee Advocacy Content Plan

Collaboration

Optimization

Measurement

Start with 1, then leverage on ‘envy’

Obtain agreement on a list of 3 to 5 metrics

Find your top 10% performers

Visual is the headline.

Play across all channels - both online and offline.

Bet big on your top 10%

Train, empower, expand

Move fast, test, scale.

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One more thing.

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Kelvin LeeDirector of Social Media, Financial & Risk@iamkelvinlee @thomsonreuterslinkedin.com/in/iamkelvinlee