social media marketing framework that works for b2b businesses

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Social Media Marketing

Bootcamp Session - Social Media Marketing Framework


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Let’s look at a Typical SMM Paradigm


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Typical Approach

  Identify Social Media Channels

  Create Content

  Upload Content

  Try to Measure Effectiveness

  Hope Magical Results


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What results can you expect?

  Views on Social Media Channels

  Some Traffic on the Website

  May be some Improvement in Search Engine Rankings or more organic results


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Has the Business met its Objectives?


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Doubtful?

  Is the Visibility Significant?

  Is the Visibility Relevant?

  Are you able to initiate meaningful dialog?

  Is the Visibility and/or engagement is converting to Business Objectives


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What are your Business Objectives?


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Possible Objectives  Creating Buzz  Generating Traffic  Improving Lead Qualification  Generating Leads  Improving Lead Conversion  Building Brand/Brand Management  Creating thought Leadership


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Some Facts about Social Media!


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Social Media Marketing = Medium + Message

Content is the Key. ‘Quality’ wins!


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Online Marketing: Bringing Customers to your Site SMM: Going Where your Customers Are!

Channel Identification is Critical!


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Consumer/User is REALLY the King in SMM!

Serve them well. Inspire them to market your brand!


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SMM is about ‘Permission’ vs ‘Interruption’

vs

Public Relations Public Relationships Talk to Journalists (Professionals) Talks to Customers (People)

One-to-Many One-to-One & One-to-Many

Control the Brand Manage the Brand

Push the Message Engage the Community

Speak as a Spokesman Speak as a Peer


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SMM is about Engagement & Conversations

Participation is Must!

Doing Nothing Don’t care about SM

Don’t have the time or budget Listening

Start paying attention

Getting alerts

Learning Researching about SM

Experimenting Engaging

Participating

Promoting


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Experimentation is Not at all Bad in SMM

It’s the only way to Win SMM war for most of us!


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You can Measure Performance in SMM

Every channel has its own metrics


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Social Media Platform that works!


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Creation Population

Promotion

Visibility/ Branding/

Leads/ Sales

SM Channels, Positioning & Message

Measurability

Content

• Blog • Community • Advertising • Groups • Mashup

• Multichannel • Mashup

• Photos, Videos, PPTs, Blog Stories, Tweets etc

SMM Objectives

Business

Value Prop Need

Target Group


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Let’s Start the Work!


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What is your Business Objective?


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Business Vertical What Channels do they visit?

What is the purpose of their visit? Or What do they really want?

Target Audience

What do I want from Social Media? What can I offer?

Business

Strategy

What can I offer to serve their need? My Identity: Individual/Group/Page?

Name? Community: New/Existing?

Channel

Business Objective


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Objectives

Business Objective Registration in every workshop – 25/Event (Sustainably)


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What do I want from SM? Social Media Objectives

Be Visible to Target Audience

Establishing “Digital Vidya” as an authority in Digital Marketing

Ongoing Engagement with Alumni Network

Build a engaging Community around “Digital Marketing Learning”

What can I offer? Experiences (Successes as well Failures)

Satisfied customers experiences

Certificate and Endorsements


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Target Audience

What do they really want?

Primary Understand – “Why? What? How? of Social Media”

Produce Real Business Results from Social Media

Target Audience Primary Customers, Decision makers, Influencers

and implementers of Digital Marketing in India


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What channels do they visit?


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Let’s be specific Social Media Objectives

Build a engaging Community around “Digital Marketing Learning”

Channel

Target Audience Customers

Implementers of Social Media Marketing

Leading Authorities of Digital Media Marketing


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Community Creation  Page Name with Brand name & Purpose

 Encourage satisfied customers participation

 Integrate with website


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Business Vertical What Channels do they visit?

What is the purpose of their visit? Or What do they really want?

Target Audience

What do I want from Social Media? What can I offer?

Business

Strategy

What can I offer to serve their need? My Identity: Individual/Group/Page?

Name? Community: New/Existing?

Channel

Business Objective


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social media marketing framework that works for b2b businesses

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