Guide to B2B Social Media

46
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description

When properly implemented, social media can help B2B companies develop early-stage prospect relationships, nurture leads, speed up the sales cycle and deepen customer relationships.

Transcript of Guide to B2B Social Media

Page 1: Guide to B2B Social Media

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Part�  Two

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©�  2010�  Marketo,�  Inc.�  All�  rights�  reserved. 12

Part�  Two�  

�   �  

�   �  Before�  you�  start�  a�  corporate�  blog�  or�  

�   �   �  Content�  feeds�  the�  social�  

�   �   �  Do�  your�  research�  and�  focus�  your�  energy�  and�  investments�  where�  your�  audiences�  are.�  

�  

leads�  generated.

�   �  Social�  media�  

prospects�  and�  customers�  throughout�  the�  revenue�  cycle.�  

�  

Page 12: Guide to B2B Social Media

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Part�  Two�  

�  

various�  social�  media�  sites�  out�  there,�  you�  need�  

media�  are�  well�  spent.�  Because�  social�  media�  

important�  to�  have�  guidelines�  that�  structure�  

company.

Developing�  a�  social�  media�  plan�  is�  similar�  to�  developing�  any�  other�  strategy.�  While�  there�  is�  no�  standard�  approach,�  the�  basic�  components�  can�  be�  addressed�  by�  answering�  these�  simple�  

media?

want�  to�  accomplish?

Customers?�  Media?�  All�  of�  the�  above?�  Once�  

,�  you�  know�  about�  the�  

would�  have�  for�  a�  typical�  buyer�  persona,�  but�  add�  a�  social�  media�  dimension�  to�  it.�  

Name�   John�  Smith

Age�   31

Title�   Director�  of�  IT

Industry�   Commercial�  Real�  Estate

Time�  spent�  on�  social�  media�  –�  Personal�   1�  hour�  per�  day

Preferred�  social�  media�  sites�  –�  Professional�   LinkedIn,�  SlideShare

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Name�  

Age�  

Title�  

Industry�  

Buyer�  Role�  

Preferred�  social�  media�  sites�  –�  Personal�  

Time�  spent�  on�  social�  media�  –�  Personal�  

Preferred�  social�  media�  sites�  –�  Professional�  

Time�  spent�  on�  social�  media�  -­‐�  Professional�  

Page 13: Guide to B2B Social Media

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Part�  Two�  

Key�  Metrics Key�  Metrics

Blogging

Social�  networks

opportunity,�  etc.)

goals)

opportunity,�  etc.)

goals)

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Part�  Two�  

�  �   Blogging

2�  hours�  daily

Increase�  brand�  awareness

Increase�  engagement

networks

�  �  

As�  with�  any�  new�  strategy,�  try�  and�  test�  a�  variety�  of�  social�  media�  

Plan%20Template.pdf.�  

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Part�  Two�  

The�  social�  media�  landscape�  can�  feel�  

guidelines�  on�  how�  to�  respond�  appropriately�  (without�  making�  your�  employees�  feel�  like�  

A�  formalized�  document�  will�  help�  protect�  your�  company�  in�  a�  legal�  sense,�  while�  ensuring�  that�  

media�  sites,�  reinforcing�  your�  brand�  and�  value�  in�  the�  marketplace�  (a�  bit�  like�  a�  corporate�  style�  

When�  people�  think�  of�  social�  media,�  some�  think�  strictly�  in�  terms�  of�  Facebook�  and�  

no�  confusion�  as�  to�  when�  the�  social�  media�  

�  

your�  company�  to�  follow�  when�  it�  comes�  to�  

“Rules�  of�  Engagement”.

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Will�  social�  media�  be�  used�  as�  a�  customer�  

possible,�  and�  consider�  all�  the�  possible�  ways�  that�  people�  could�  go�  wrong,�  without�  being�  

�  

taking�  place�  in�  public.�  

�  

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Part�  Three

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Part�  Three�  

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to�  achieve�  your�  goals.�  The�  types�  of�  social�  

Page 18: Guide to B2B Social Media

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Part�  Three�  

have�  become�  the�  fourth�  most�  popular�  online�  category�  –�  ahead�  of�  personal�  e-­‐mail.”�  –�  Global�  Faces�  and�  Networked�  Places,�  The�  Nielsen�  Company,�  March�  

Blogging�  –�  Key�  Metrics

visits

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conversion�  goals)

s

of�  your�  blog.�  This�  is�  reason�  enough�  to�  update�  

for�  more.�  Your�  blog�  can�  be�  one�  of�  the�  most�  

most�  compelling�  and�  avoid�  the�  hard�  sell.�  Blogs�  act�  as�  a�  source�  of�  valuable�  content�  and�  thought�  leadership�  with�  a�  “human”�  face.�  The�  content�  on�  your�  corporate�  website�  focuses�  primarily�  on�  your�  company,�  the�  value�  of�  your�  products�  and�  services,�  and�  how�  

This�  is�  all�  very�  useful�  and�  necessary,�  but�  a�  blog�  adds�  a�  human�  touch,�  especially�  when�  a�  blog�  has�  several�  contributors.�  It�  also�  lets�  you�  focus�  

Blogs�  boost�  your�  organic�  search�  engine�  by�  adding�  pages�  to�  your�  site�  and�  encouraging�  inbound�  links.

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your�  search�  engine�  rankings.

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Part�  Three�  

commenters�  (e.g.�  new�  leads)

comments

engage�  readers�  and�  encourage�  comments.�  

comments.�  

As�  a�  reader,�  only�  comment�  when�  you�  have�  

worse�  than�  a�  person�  who�  only�  comments�  with�  

When�  someone�  comments�  on�  something�  

debate�  going.

Page 20: Guide to B2B Social Media

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Part�  Three�  

Microblogging�  is�  ultra-­‐brief�  blogging,�  140�  characters�  or�  so.�  The�  most�  famous�  

the�  only�  one.�  

Foursquare,�  another�  microblogging�  tool,�  encourages�  users�  to�  microblog�  about�  their�  

users�  to�  encourage�  them�  to�  earn�  points�  and�  promote�  customer�  loyalty�  for�  businesses.

Google�  Buzz�  is�  a�  new�  form�  of�  microblogging�  and�  social�  networking�  integrated�  into�  the�  

mobile�  phone�  bring�  together�  elements�  found�  

picture,�  links�  to�  your�  company�  site�  or�  blog,�  customized�  background,�  and�  a�  

�  

industry.�  

follow�  you�  back.3.�  You�  associate�  yourself�  with�  a�  �   �  

�   and�  thought�  leaders,�  and�   demonstrate�  your�  interest�  in�  the�  �   space.

your�  contact�  databases�  using�  tools�  

your�  followers�  are�  following,�  where�  relevant.�  Be�  sure�  to�  follow�  people�  that�  

�  �  

�  to�  follow�  on�  sites�  like�  Wefollow.com�  or�  Twibes.com.

sure�  to�  follow�  back�  everyone�  that�  is�  

prospects,�  customers�  or�  partners�  by�  

and�  search�  for�  tweets�  on�  keywords�  relevant�  to�  your�  product�  or�  service.�  

TweetDeck�  and�  Twhirl�  are�  useful�  for�  

accounts.

not�  what�  you�  had�  for�  breakfast.�  

The�  links�  in�  these�  sample�  tweets�  

and�  Twhirl).

retweet�  actually�  increases�  its�  chance�  

most�  important�  or�  relevant.

as�  a�  hashtag.�  These�  tags�  are�  used�  to�  

and�  can�  be�  useful�  for�  tracking�  social�  

customers.�  

construed�  as�  spam�  and�  may�  cause�  people�  to�  “unfollow”�  you.�  If�  you�  use�  them,�  make�  sure�  they�  provide�  

following�  me.”

together,�  and�  follow�  like-­‐minded�  users.�  

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Part�  Three�  

encouraged�  users�  to�  invite�  others�  from�  

contests�  to�  win�  one-­‐on-­‐one�  sessions�  with�  

channel�  and�  invited�  partners�  and�  customers�  to�  produce�  and�  upload�  their�  own�  videos�  

helped�  businesses,�  and�  why�  people�  should�  

Microblogging�  –�  Key�  Metrics

day�  since�  the�  account�  was�  established

number�  of�  followers

making�  people�  visit�  your�  website�  or�  conduct�  a�  search.�  

when�  your�  followers�  will�  convert�  into�  leads.�  

its�  success�  with�  using�  social�  media�  to�  increase�  

despite�  the�  downturn.�  According�  to�  

the�  conference�  and�  generally�  build�  more�  

prospects.�  It�  wanted�  higher�  conversion�  from�  leads,�  because�  of�  the�  economic�  climate.�  

�   B2B�   B2C

Con

Increa

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©�  2010�  Marketo,�  Inc.�  All�  rights�  reserved. 23

Part�  Three�  

“To�  date,�  Facebook�  has�  been�  predominantly�  a�  personal�  social�  network,�  

�  

Social�  networking�  has�  become�  a�  huge�  force�  

Many�  businesses�  are�  leveraging�  Facebook�  as�  a�  way�  to�  create�  awareness,�  build�  their�  brand,�  promote�  thought�  leadership�  and�  even�  manage�  events.�  While�  the�  core�  component�  

used�  to�  promote�  and�  market�  your�  business.�  

�  can�  help�  your�  company�  build�  awareness,�  share�  enthusiasm,�  create�  loyalty�  

over�  the�  phone.�  

manage�  your�  personal�  content�  separately�  from�  your�  business�  content.�  

updates�  can�  be�  used�  to�  provide�  bite-­‐size�  yet�  powerful�  content�  that�  helps�  with�  thought�  leadership.�  But�  keep�  your�  updates�  

have�  a�  picture�  of�  yourself�  on�  Facebook�  

contacts�  will�  see�  it).

interests.�  This�  can�  then�  become�  a�  forum�  for�  discussion�  and�  sharing,�  and�  allows�  you�  to�  demonstrate�  thought�  leadership.

events�  –�  whether�  webinars�  or�  in-­‐person�  

informal�  business�  events�  where�  an�  RSVP�  

Page 23: Guide to B2B Social Media

©�  2010�  Marketo,�  Inc.�  All�  rights�  reserved. 24

Part�  Three�  

Your�   �  is�  a�  mini-­‐website�  

communicate�  events�  and�  give�  status�  updates.�  All�  of�  these�  contribute�  to�  brand�  awareness�  and�  increased�  loyalty�  by�  keeping�  prospects�  and�  customers�  informed.�  Unlike�  some�  

show�  up�  in�  search�  results,�  which�  means�  your�  business�  page�  can�  help�  boost�  your�  inbound�  

gathers�  like-­‐minded�  people�  to�  share�  ideas.�  

your�  group,�  the�  more�  it�  gets�  promoted�  to�  their�  

popularity�  and�  growth.

�   B2B�   B2C

“Friending”�  recent�  customers�  with�  corporate�  

Used�  Fdemos�  or�  interests�   33.5�   30.5

to�  corporate�  materials�  with�  

Buying�  targeted�  CPC�  ads�  on�  Facebook�   24.5�   27.1

of�  your�  business.�  One�  way�  to�  think�  about�  Facebook�  for�  the�  

Krueger,�  Wiley�  Publishing,�  Inc.,�  2010.

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©�  2010�  Marketo,�  Inc.�  All�  rights�  reserved. 25

Part�  Three�  

LinkedIn�  101

site�  if�  you�  try�  to�  connect�  to�  people�  you�  

with�  people�  that�  you�  have�  known�  in�  a�  

because�  it�  indicates�  a�  higher�  number�  of�  

network).

you�  can�  about�  what�  you�  do�  and�  why�  you�  

put�  a�  face�  to�  a�  name�  and�  “humanize”�  your�  

company.�  These�  comments�  contribute�  to�  

when�  people�  view�  your�  page.�  

you�  receive�  from�  LinkedIn,�  as�  they�  share�  

and�  can�  hold�  the�  key�  to�  new�  business�  

paid�  services,�  which�  will�  provide�  more�  

As�  a�  leading�  social�  networking�  site�  for�  professionals,�  LinkedIn�  is�  perfect�  for�  B2B�  

to�  that�  of�  Facebook,�  but�  the�  focus�  of�  LinkedIn�  

professional�  interests,�  which�  is�  perfect�  for�  the�  B2B�  company�  looking�  to�  market�  and�  sell�  to�  a�  

Here�  are�  a�  few�  other�  ways�  that�  B2B�  companies�  can�  take�  advantage�  of�  the�  features�  that�  

its�  ability�  to�  connect�  you�  to�  a�  larger�  network�  

between�  you�  and�  other�  LinkedIn�  users,�  and�  lets�  you�  connect�  with�  those�  outside�  of�  your�  

prospects�  and�  asking�  your�  own�  contacts�  to�  introduce�  you.

The�  Groups�  feature�  is�  a�  great�  way�  to�  demonstrate�  thought�  leadership�  around�  a�  

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©�  2010�  Marketo,�  Inc.�  All�  rights�  reserved.

Part�  Three�  

Social�  Networks�  -­‐�  Key�  Metrics

LinkedIn�  Groups�  makes�  it�  easy�  for�  B2B�  

Simply�  make�  a�  list�  of�  keywords�  that�  relate�  to�  your�  prospects�  or�  the�  industries�  you�  target,�  and�  run�  a�  search�  for�  any�  LinkedIn�  Groups�  

LinkedIn�  Answers�  are�  a�  great�  way�  for�  you�  

networks�  of�  people,�  which�  can�  indirectly�  drive�  interest�  in�  your�  company�  and�  new�  

organizers�  to�  post�  events�  and�  encourages�  

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Part�  Three�  

Online�  Video�  -­‐�  Key�  Metrics

video�  sites

While�  YouTube�  may�  be�  known�  for�  its�  videos�  of�  baby�  animals�  and�  college�  students�  doing�  silly�  tricks,�  it�  also�  houses�  a�  huge�  assortment�  of�  B2B�  videos.�  Other�  popular�  video�  sites�  include�  Vimeo�  and�  Viddler.�  

awareness,�  demonstrate�  thought�  leadership�  

�  Video�  links�  will�  show�  up�  in�  search�  engine�  

including�  keywords�  for�  each�  of�  your�  videos.�  

Many�  of�  your�  prospects�  are�  probably�  already�  registered�  users�  of�  these�  video�  sites.�  Make�  

looking�  like�  a�  thought�  leader�  in�  your�  industry.

end�  of�  the�  video.

�  With�  sites�  such�  as�  YouTube,�  you�  can�  easily�  host�  videos�  on�  your�  landing�  pages�  and�  websites�  by�  using�  the�  links�  and�  embed�  code�  that�  YouTube�  provides.�  

�  Video�  sites�  provide�  you�  with�  the�  links�  to�  let�  you�  share�  with�  others�  or�  include�  the�  videos�  on�  your�  own�  site.�  Determine�  which�  videos�  would�  be�  useful�  to�  prospects�  and�  include�  these�  links�  in�  your�  e-­‐mails,�  blog�  posts�  and�  other�  

acceptable�  and�  useful.�  Unlike�  whitepapers,�  online�  videos�  can�  be�  product�  oriented�  and�  

You�  can�  also�  separate�  this�  content�  out�  by�  using�  channels�  and�  by�  customizing�  those�  channels�  with�  your�  company�  logo�  and�  branding.�  

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Part�  Three�  

�  Key�  Metrics

sharing�  sites

sharing�  sites

While�  many�  B2B�  marketers�  may�  be�  hesitant�  to�  release�  their�  content�  for�  free,�  social�  media�  

advantage�  of�  this�  and�  start�  nurturing�  them�  right�  away�  via�  sites�  such�  as�  SlideShare�  and�  Scribd.

the�  content�  on�  your�  corporate�  website�  and�  upload�  key�  pieces�  to�  the�  right�  sites.

�  content�  that�  addresses�  your�  buyer�  personas�  and�  start�  to�  track�  which�  sites�  are�  most�  popular�  with�  each�  persona.

We�  discussed�  the�  importance�  of�  mapping�  The�  

.�  Make�  sure�  the�  content�  you�  distribute�  on�  social�  media�  sites�  addresses�  a�  full�  range�  of�  your�  buyer�  

are�  most�  frequented�  by�  the�  personas�  you�  

well�  and�  understands�  the�  sales�  process�  in�  detail.”

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©�  2010�  Marketo,�  Inc.�  All�  rights�  reserved.

Part�  Three�  

Widgets�  –�  Key�  Metrics

tools�  that�  provide�  dynamic�  content�  (usually�  pulled�  in�  from�  a�  third-­‐party�  source)�  to�  

Make�  sure�  it�  provides�  real�  value�  to�  your�  

window-­‐dressing.

easy�  to�  understand�  so�  people�  will�  want�  to�  use�  

website.

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©�  2010�  Marketo,�  Inc.�  All�  rights�  reserved. 30

Part�  Three�  

Bookmarking�  –�  Key�  Metrics

sites

your�  site�  

events

Social�  bookmarking�  lets�  users�  share�  the�  

The�  bookmarks�  are�  not�  stored�  on�  an�  

bookmarking�  sites�  such�  as�  Delicious,�  Digg�  and�  

tremendously�  from�  social�  bookmarking�  through�  increased�  awareness�  and�  visibility,�  

Delicious�  lets�  users�  tag,�  save�  and�  manage�  their�  bookmarks,�  then�  share�  them�  with�  other�  users�  that�  have�  similar�  interests.�  Users�  can�  also�  see�  which�  bookmarks�  are�  most�  popular�  or�  most�  recent�  based�  on�  Delicious�  submissions.

Digg�  and�  StumbleUpon�  focus�  on�  providing�  the�  “best�  of�  the�  web”�  by�  having�  users�  vote�  

entertaining,�  etc.�  

your�  business.

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©�  2010�  Marketo,�  Inc.�  All�  rights�  reserved. 31

Part�  Three�  

Photo�  Sharing�  –�  Key�  Metrics

pages

sharing�  sites

channel

The�  ease�  at�  which�  you�  can�  share�  photos�  with�  others�  is�  a�  huge�  boon�  for�  B2B�  companies.�  It�  lets�  you�  record�  and�  increase�  the�  visibility�  of�  company�  events,�  industry�  conferences,�  user�  groups�  and�  more.

name,�  people�  are�  more�  likely�  to�  engage�  with�  you.

Sharing�  photos�  is�  a�  great�  way�  to�  engage�  

ability�  to�  add�  notes�  to�  pictures�  and�  form�  groups�  that�  provide�  discussion�  forums.�  By�  monitoring�  the�  forums,�  you�  can�  learn�  more�  about�  the�  interests�  of�  your�  target�  audiences.

Photos�  and�  images�  are�  searchable�  on�  the�  web,�  so�  providing�  relevant�  links�  back�  to�  your�  company�  website�  and�  blog�  through�  photo�  

SEO.

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Part�  Three�  

sites)

“55�  percent�  of�  respondents�  said�  they�  would�  be�  more�  likely�  to�  consume�  white�  papers�  and�  analyst�  reports�  if�  they�  were�  delivered�  as�  podcasts.”

There�  are�  a�  number�  of�  podcast�  directories�  that�  can�  be�  used�  to�  distribute�  your�  podcast�  

phone�  conferences.�  Below�  are�  some�  ways�  

When�  you�  have�  subscribers�  to�  your�  podcast�  

your�  latest�  podcasts.�  So�  when�  you�  create�  a�  new�  podcast�  it�  will�  reach�  your�  subscribers�  

are�  a�  number�  of�  sites�  dedicated�  to�  helping�  

podcasts�  according�  to�  their�  interests.�  These�  podcast�  directories�  are�  yet�  another�  way�  for�  your�  company�  to�  improve�  its�  SEO�  through�  

Many�  businesses�  are�  using�  podcasts�  to�  engage�  in�  dialogues�  with�  their�  customers�  and�  prospects.�  Provide�  a�  dedicated�  phone�  number�  or�  e-­‐mail�  address�  associated�  with�  your�  podcasts�  so�  people�  can�  respond�  to�  you.�  Then�  you�  can�  dedicate�  an�  upcoming�  podcast�  

feedback�  you�  received.

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©�  2010�  Marketo,�  Inc.�  All�  rights�  reserved. 33

Part�  Three�  

Social�  CRM�  –�  Key�  Metrics

sites

sites

conversion�  rates�  from�  social�  media�  sites

networking,�  or�  Web�  2.0�  technologies,�  to�  the�  

management.�  This�  results�  in�  a�  new�  way�  of�  

companies�  and�  their�  prospects�  and�  customers,�  

prospects�  long�  before�  any�  contact�  

other�  within�  a�  social�  community�  through�  

and�  salespeople�  for�  companies,�  products�  and�  services�  through�  word-­‐of-­‐mouth�  rec-­‐

social�  media�  and�  the�  power�  of�  online�  

Insight,�  which�  enables�  “social�  selling”�  by�  

of�  leads�  and�  contacts�  they�  are�  interested�  in�  following.�  It�  then�  presents�  the�  rep�  with�  Facebook-­‐style�  “status�  updates”�  from�  the�  

the�  key�  moments�  that�  indicate�  buying�  interest.�  

�  Social�  CRM�  lets�  you�  use�  social�  media�  sites�  to�  educate�  prospects�  and�  promote�  brand�  awareness,�  but�  also�  allows�  you�  to�  gain�  insight�  into�  the�  needs,�  challenges�  and�  interests�  of�  your�  target�  markets.�  

�  

will�  always�  be�  a�  strong�  indicator�  of�  buying�  intent,�  social�  behaviors�  can�  be�  even�  more�  

by�  monitoring�  the�  tweets�  of�  your�  prospects,�  you�  can�  ascertain�  their�  levels�  of�  interest�  (e.g.�  when�  they�  ask�  others�  for�  opinions�  on�  your�  products).�  

�  Social�  CRM�  makes�  it�  easier�  to�  get�  to�  know�  your�  customers�  on�  a�  more�  personal�  level,�  which�  can�  do�  wonders�  as�  they�  advocate�  for�  you�  in�  the�  marketplace.�  

If�  you�  understand�  their�  interests�  and�  needs,�  and�  give�  them�  the�  tools�  and�  resources�  they�  need�  to�  solve�  their�  business�  challenges,�  

new�  customers)�  coming�  out�  of�  your�  ears.

content,�  be�  sure�  to�  monitor�  the�  comments�  and�  forum�  areas�  that�  they�  use�  and�  put�  the�  

so,�  tackle�  them�  head-­‐on.�  Open�  and�  honest�  problem�  management�  can�  quickly�  turn�  a�  

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Part�  Three�  

�   �  success�  and�  accountability.

�   �  

�   �   �  ROI�  will�  be�  challenging�  with�  social�  media,�  but�  there�  are�  ways�  to�  measure�  impact�  if�  you�  have�  a�  baseline�  to�  start�  with.�  

�   Keep�  your�  brand�  human�  on�  social�  media�  

�   �   �  Research�  which�  social�  media�  sites�  your�  customers�  frequent�  and�  how�  they�  prefer�  to�  consume�  content.

�  

“Every�  company�  needs�  to�  have�  forward-­‐looking�  insight�  

the�  wisdom�  of�  crowds,�  companies�  need�  to�  see�  the�  world�  

�  

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of�  the�  Revenue�  Cycle

Part�  Four

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©�  2010�  Marketo,�  Inc.�  All�  rights�  reserved.

Part�  Four�  

The�  revenue�  cycle�  is�  a�  new�  and�  improved�  way�  of�  looking�  at�  the�  

focus�  only�  on�  the�  current�  or�  subsequent�  quarter�  and�  what�  happens�  

to�  a�  dialog�  and�  then�  to�  the�  sale�  and�  beyond�  to�  the�  customer�  

Social�  media�  plays�  a�  key�  role�  throughout�  

research�  or�  follow�  thought�  leadership�  on�  

customers�  (as�  they�  remain�  loyal�  customers�  

There�  are�  four�  key�  areas�  where�  social�  media�  

early-­‐stage�  prospects�  before�  they�  even�  enter�  your�  database�  as�  a�  lead�  (“seed�  nurturing”)

with�  known�  prospects�  as�  they�  educate�  themselves�  (“lead�  nurturing”)

engages�  in�  a�  formal�  buying�  process�  with�  a�  sales�  rep�  (“opportunity�  nurturing”)

nurturing”)

Seed�  nurturing�  comes�  into�  play�  when�  

media�  sites�  anonymously.�  It�  is�  a�  vital�  part�  of�  

regardless�  of�  whether�  or�  not�  you�  have�  their�  

as�  you�  would�  the�  known�  contacts�  in�  your�  

will�  steal�  these�  prospects�  from�  under�  your�  nose.

Keeping�  all�  of�  this�  in�  mind,�  you�  can�  successfully�  nurture�  anonymous�  leads�  in�  the�  

order�  to�  obtain�  your�  whitepapers,�  eBooks�  

them�  in�  your�  database.�  These�  dedicated�  yet�  anonymous�  leads�  will�  likely�  come�  to�  you�  as�  inbound�  leads�  once�  their�  levels�  of�  interest�  are�  high�  enough.

will�  never�  be�  as�  “risk-­‐reducing”�  as�  a�  personal�  

and�  increase�  your�  chances�  that�  the�  prospect�  

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Part�  Four�  

37

prospects,�  but�  the�  following�  components�  are�  

�  –�  

leads�  versus�  those�  requiring�  further�  

you�  to�  ask�  prospects�  to�  opt-­‐in�  or�  opt-­‐out�  of�  your�  nurturing�  programs.�   �  –�  These�  are�  useful�  for�  prospects�  that�  are�  not�  ready�  to�  engage�  with�  sales.�  This�  kind�  of�  campaign�  can�  form�  the�  backbone�  of�  your�  lead�  nurturing�  program�  by�  dripping�  out�  relevant�  

�  to�  move�  prospects�  along�  the�  buying�  cycle�  faster�  by�  providing�  relevant�  “nudges”�  at�  

buyer�  behaviors�  or�  sales�  updates.�  –�  These�  

grow�  stagnant�  or�  lost.�  Three�  important�  

�  -­‐�  An�  automated�  campaign�  to�  pass�  the�  lead�  to�  sales�  when�  it�  becomes�  sales�  ready.

�  –�  This�  reassigns�  and�  tracks�  leads�  that�  for�  any�  reason�  cannot�  be�  

download�  The�  

nurturing.

A�  Marketo�  Workbook

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Part�  Four�  

�   �  

with�  prospects�  with�  greater�  relevancy.�  For�  

you�  care�  about,�  and�  track�  all�  of�  this�  data�  in�  

.�  

buying�  intent�  by�  combining�  knowledge�  of�  

throughs,�  downloads�  and�  web�  page�  visits.�  

�  �  

Integrate�  social�  media�  channels�  with�  

mail,�  and�  phone.�  

Page 38: Guide to B2B Social Media

©�  2010�  Marketo,�  Inc.�  All�  rights�  reserved.

Part�  Four�  

Social�  media�  can�  be�  quite�  valuable�  to�  your�  

well.�  You�  can�  promote�  greater�  alignment�  

in�  your�  lead�  management�  system.�  A�  successful�  lead�  lifecycle�  requires�  agreement�  between�  

“sales-­‐ready”�  lead,�  and�  agreement�  on�  when�  and�  how�  leads�  should�  get�  recycled�  back�  to�  

sales�  readiness�  and�  buyer�  intent,�  so�  they�  are�  

lifecycle.

Here�  are�  a�  few�  key�  ways�  you�  can�  make�  social�  media�  a�  deeper�  part�  of�  your�  sales�  and�  

�  

behavioral�  data,�  begin�  to�  use�  social�  

methodology.�  Then,�  tailor�  your�  automated�  

�  

moments”�  or�  behaviors�  that�  indicate�  their�  sales�  readiness.�  This�  might�  be�  increased�  

and�  in�  the�  case�  of�  social�  media,�  increased�  

prospects.�  

�  You�  could�  set�  up�  a�  rule�  whereby�  an�  increase�  

score�  change�  that�  then�  re-­‐engages�  the�  lead�  with�  sales.�  While�  this�  business�  rule�  

re-­‐engaged�  if�  they�  have�  deeper�  insight�  into�  

�  

great�  way�  for�  the�  individual�  sales�  rep�  

especially�  younger�  contacts�  who�  may�  be�  

are�  using�  e-­‐mail�  or�  phone.�  Understand�  what�  channels�  each�  contact�  uses�  to�  communicate,�  and�  communicate�  with�  him�  or�  her�  in�  that�  manner.

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Part�  Four�  

leads.�  

�  Just�  because�  a�  prospect�  has�  agreed�  to�  buy�  

between�  when�  a�  purchasing�  decision�  is�  made�  to�  when�  the�  deal�  is�  signed�  and�  

one.�  ( �  page�  7.)

�  When�  an�  opportunity�  is�  closed�  and�  

the�  associated�  contacts�  into�  a�  new�  drip�  

customers.�  Make�  these�  campaigns�  even�  

media�  segments�  and�  triggers�  we�  discussed�  

strengthen�  customer�  loyalty.

�  

�  

�  �  

understand�  and�  interact�  with�  prospects�  and�  customers,�  and�  increase�  the�  relevancy�  

�  �  

and�  quality�  of�  sales�  leads,�  boost�  conversion�  rates�  and�  help�  you�  realize�  tremendous�  revenue�  growth.

“Once�  people�  are�  aware�  of�  your�  product,�  a�  new�  

other.�  Social�  technologies�  have�  revved�  up�  that�  

Business�  Press,�  2008.

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The�  ROI�  of�  Social�  Media

Part�  Five

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©�  2010�  Marketo,�  Inc.�  All�  rights�  reserved. 42

Part�  Five�  The�  ROI�  of�  Social�  Media

today�  

that�  make�  the�  most�  sense�  for�  your�  business

way�  to�  measure�  the�  ROI�  of�  social�  media�  

channels�  such�  as�  e-­‐mail,�  SEO,�  and�  display�  

direct�  or�  concrete�  ROI�  measurement.�  This�  is�  partly�  due�  to�  the�  fact�  that�  social�  media�  

CPMs.�  Because�  social�  media�  is�  very�  much�  

results�  in�  much�  debate�  about�  what�  metrics�  are�  truly�  useful�  and�  accurate�  when�  it�  comes�  to�  

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Part�  Five�  The�  ROI�  of�  Social�  Media

Social�  Media�  Success�  –�  Key�  Metrics

Just�  because�  measuring�  social�  media�  ROI�  is�  a�  

metrics�  to�  include�  the�  ways�  that�  people�  

delivery,�  open�  and�  click-­‐through�  rates.�  While�  

itself�  to�  new�  categories�  of�  measurement,�  such�  

something�  that�  can�  actually�  be�  measured�  

we�  consider�  engagement�  to�  be�  a�  category�  

comments,�  tags,�  votes,�  bookmarks,�  and�  more.�  

Another�  important�  area�  of�  measurement�  for�  social�  media�  is�  brand�  and�  awareness.�  

many�  people�  have�  seen�  an�  ad�  and�  how�  many�  

Although�  the�  world�  of�  social�  media�  brings�  

revenue�  –�  cost�  savings,�  conversions,�  cost�  

it�  comes�  to�  proving�  the�  value�  of�  your�  social�  

in�  the�  guide,�  many�  inbound�  leads�  can�  be�  

or�  employee�  referrals.�  For�  inbound�  leads�  

to�  a�  single�  referral�  source�  can�  be�  even�  more�  

and�  “last�  touch”�  (meaning�  an�  original�  lead�  source�  versus�  the�  campaign�  that�  really�  closed�  

to�  social�  media.

“Think�  very�  carefully�  about�  what�  you�  are�  measuring�  if�  you�  do�  measure�  engagement.�  If�  engagement�  to�  you�  is�  repeat�  visits�  by�  

call�  it�  engagement.”

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©�  2010�  Marketo,�  Inc.�  All�  rights�  reserved. 44

Part�  Five�  The�  ROI�  of�  Social�  Media

to�  get�  caught�  up�  on�  how�  each�  channel�  is�  

100

measuring�  social�  media�  ROI�  deter�  you�  from�  

what�  “engagement”�  means�  for�  your�  business�  

establishing�  baselines�  and�  tracking�  your�  progress.

,�  social�  media�  consultant�  Olivier�  Blanchard�  recommends�  an�  easy�  way�  to�  start�  measuring�  the�  impact�  of�  social�  media.�  

as�  well�  as�  the�  results�  (e.g.�  opportunity�  

This�  will�  show�  what�  type�  of�  overall�  impact�  social�  media�  has�  had,�  and�  whether�  or�  not�  it�  has�  helped�  you�  increase�  your�  goals�  over�  the�  

touches�  to�  convert�  a�  lead�  into�  a�  sale.�  This�  means�  even�  those�  prospects�  that�  were�  

have�  also�  read�  your�  corporate�  blog�  and�  tweets�  before�  making�  the�  decision�  to�  purchase�  your�  product�  or�  service.�  Even�  though�  you�  may�  not�  be�  able�  to�  get�  any�  more�  granular�  than�  “inbound�  call”�  or�  “word-­‐of-­‐mouth”�  as�  referral�  sources�  for�  some�  of�  your�  leads,�  you�   insights�  they�  glean.�  In�  many�  cases,�  their�  future�  depends�  

upon�  it.”

Baselines�  illustrate�  deltas�  (changes)

Before�  social�  media

8%�  YoY�  growth

Is�  something�  happening�  here?

Since�  social�  media

Page 44: Guide to B2B Social Media

©�  2010�  Marketo,�  Inc.�  All�  rights�  reserved. 45

Conclusion

Social�  media�  is�  a�  powerful�  tool�  for�  B2B�  marketers.

consider�  whether�  or�  not�  it�  is�  appropriate�  for�  

media�  to�  research�  and�  educate�  themselves�  before�  actually�  engaging�  with�  your�  company.�  

impacts�  every�  stage�  of�  the�  revenue�  cycle,�  from�  

they�  become�  customers�  and�  beyond.

Forget�  what�  everyone�  else�  is�  doing.�  Choose�  

Then�  get�  out�  there�  and�  engage�  –�  always�  in�  the�  

measuring�  everything�  you�  can�  measure�  is�  a�  great�  place�  to�  start.�  Not�  everything�  you�  try�  

media.

�  Tweet�  this�  FacebookLinkedin

[email protected]

Marketo�  Facebook�  PageMarketo�  Linkedin�  Group

most�  important�  change�  to�  understand�  and�  to�  accept�  is�  that�  those�  

to�  the�  businesses�  they�  patronize.�  In�  the�  past,�  those�  conversions�  have�  been�  limited�  to�  groups�  of�  at�  most�  a�  few�  people.�  Today,�  they�  

occurs,�  a�  lot�  of�  change�  happens,�  both�  predictable�  and�  unforeseen.”�  –�  

Page 45: Guide to B2B Social Media

©�  2010�  Marketo,�  Inc.�  All�  rights�  reserved.

�  Contact�  Us

succeed�  at�  every�  stage�  of�  the�  revenue�  cycle.�  

revenue�  growth�  from�  the�  earliest�  stages�  of�  

the�  pursuit�  of�  revenue�  and�  customer�  loyalty.

Marketo�  Lead�  Management�  helps�  Marketers�  acquire,�  nurture�  and�  qualify�  more�  high�  quality�  

utmost�  in�  usability,�  Marketo�  was�  voted�  ‘Best�  

As�  of�  February�  2010,�  more�  than�  400�  enterprise�  and�  mid-­‐market�  clients�  in�  14�  countries�  have�  selected�  Marketo.

Marketo�  would�  like�  to�  thank�  the�  following�  The�  

Aberdeen�  Group

Olivier�  BlanchardSandy�  Carter

Paul�  DunayeMarketer.comForrester�  ResearchPaul�  GillinSeth�  GodinIBMIntelAvinash�  KaushikRichard�  KruegerCharlene�  Li

MashableThe�  Nielsen�  Company

Tessa�  Wegert

Velocity�  Partners,�  

[email protected]

www.marketo.com

To�  get�   �  online,�  -­‐lead-­‐nurturing

To�  get�   �  online,�  a

blog.marketo.com