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Using Social Media Strategy and ROI Metrics To Increase B2B Sales. Skip Reardon Director of Digital Marketing. Here’s What I’ve Heard So Far Today. During the next 60 seconds…. 2,000,000 searches on 500,000 “Likes” on 90,000 tweets on 7,600 searches on 600 videos uploaded to.

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Using Social Media Strategy and ROI Metrics To Increase B2B Sales


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    Presentation Transcript
    using social media strategy and roi metrics to increase b2b sales

    Using Social Media Strategy andROI Metrics To Increase B2B Sales

    Skip Reardon

    Director of Digital Marketing

    during the next 60 seconds
    During the next 60 seconds…
    • 2,000,000 searches on
    • 500,000 “Likes” on
    • 90,000 tweets on
    • 7,600 searches on
    • 600 videos uploaded to
    social media investment trends
    Social Media Investment Trends

    NOTE: Social media is NOT just for marketing!!

    Source: John Bell, Olgivy, 2011

    the marketing mix has changed or has it
    The Marketing Mix Has Changed …Or Has It?

    1990’s

    1960’s

    Product

    Price

    Promotion

    Place

    TODAY

    People

    • Consumer model
    • Cost (of ownership)
    • Communications
    • Convenience

    TODAY

    • Community
    social media tools
    Social Media Tools
    • Understanding the primary tools
      • Facebook
      • LinkedIn
      • Twitter
      • YouTube
      • Why? B2B decision makers are the most socially engaged in the world - when compared to average internet users. 
    social media strategy
    Social Media Strategy
    • What is your social media strategy based on?
    • What do B2B leaders do when we have questions? We SEARCH
      • “How can I help you solve your business problem?”
    • 2,000,000 Google searches per minute!
    • ….and search is becoming increasingly social
    social media strategy 1
    Social Media Strategy

    “How Can I Help You Solve Your Business Problem?”

    • Yet only 29% of sales reps are really prepared to understand customers’ business problems
    • 40% of survey responders: biggest challenge – getting sales to challenge and collaborate more with customers
    • How can we solve this?
      • Create relevant content to solve business problems
      • Make your experts available
      • Revise your approach to relationship building
      • Remember– it’s ALL social selling
    measuring social media s impact
    Measuring Social Media’s Impact
    • What are the metrics/measures?
      • Relevant Awareness/Engagement : website visitors, page ranking, followers, FB Likes, LI’s Shares, Google’s +1
      • Advocacy/Conversion: comments, RTs, reviews, WOM
      • Loyalty: repeat products/services sold, cross-sales of products/services, testimonials, referrals
    measuring social media s impact 1
    Measuring Social Media’s Impact
    • How can we measure them?
      • Websites/blogs: Google Analytics
      • Facebook, LinkedIn, Twitter, YouTube - all have built-in analytics
    • 3 M’s
      • Monitor – watch and track mentions
      • Measurement – of engagement data
      • Metrics – KPIs for social media measurement
    what actions do you take
    What Actions Do You Take?

    Lagging Indicators

    Leading Indicators

    Short-term measures of success that offers some predictive insight into future outcomes.

    Sales leads, direct orders, inquiries

    • Quantitative campaign measures over a period of time
      • Website visitors, “Likes”, Shares, followers, comments, subscribers, reviews, page ranking
    • But - ROI should not be the sole measure of performance
    a look toward the future
    A Look Toward The Future
    • “Skate to where the puck is going to be…”
      • Social will “no longer matter”
      • It’s “just” communications
      • Mobile – smartphones, tablets
      • Social impact on e-commerce
    finally a quick recap
    Finally, A Quick Recap…

    Strategy

    Execution

    Apply freshness and frequency to content

    Monitor measures frequently

    Make changes mid-stream when something is not working – it takes time

    Revisit strategy regularly

    Rinse, repeat…..

    • Create relevant content to solve business problems
    • Make your experts available
    • Choose social media tools wisely
    • It’s ALL social selling
    questions answers

    Questions & Answers

    Skip Reardon

    sreardon@SixDisciplines.com

    Twitter: Sreardon

    LinkedIn: Skip Reardon

    Facebook: SkipReardon