4 questions to ask to determine which social channels are right for your business
TRANSCRIPT
4 Questions to Ask to Determine Which Social
Channels Are Right for Your Business
Jennifer Urbanski
LinkedIn Marketing Solutions
How do I make
my marketing
stand out?
We need to stop interrupting what people are
interested in and be what people are interested in.
Craig Davis
Former Chief Creative Officer of J. Walter Thompson
The Buyers Journey is more complex
80% of purchase decision is
made before
contacting a company
4+ functional groups
involved in each stage of
the B2B buying process.
10 pieces of content
are consumed
throughout the research
phase
1 MarketingSherpa’s Business Technology Marketing Benchmark Guide 2,3 LinkedIn, IT Committee Research 2015: Beneath the Surface
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Different channels, different interests
Recruiting
Employee engagement
Social media
Self-esteem
European Union
Marketing Automation
Patrick Kane
Ivanka Trump
Ali Landry
7-foot-tall Football
Player
Robert Griffin III
Kim Zolciak
#HTGAWM
#NewNFLTeams
Redskins
The Pope
#GreysAnatomy
#HeroesReborn
Spend Time
Personal Networks
Invest Time
Professional Networks
Info on friends
Info on personal interests
Entertainment
Kill time
Socialise
Maintain professional identity
Make useful contacts
Updates on brands
Knowledge & current affairs
Career info
Source: The Mindset Divide research study, TNS, September 2012
Mindset: Social v Professional Networks
So, what is the main take away of this
presentation?
Choose 2-3 channels and do
those really, really well.
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Which channels you choose will depend on
the answers to 4 key questions
Which channels have your target audience?
one. What message do you want to
communicate?
two.
Where are your gaps/needs?
three. Which channels drive the most value?
four.
Ask:
Which channels have your target audience?
Why:
Choose channels based on audience
One.
Ask:
What message do you want to communicate?
Why:
Find the format and audience mindset that makes sense
Two.
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Ask:
What are the gaps or business needs?
Why:
Only choose channels that fulfill specific business needs
Three.
Ask:
Which channels drive the most value?
Why:
Maximize the business value
Four.
Which channels have your target audience?
Choose channels based on audience
one. What message do you want to communicate?
Find the format and audience mindset that makes
sense
two.
Where are your gaps/needs?
Only choose channels that fulfill specific
business needs
three. Which channels drive the most value?
Maximize the business value
four.
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