sap webinar: integrating social media into the mktg mix

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Ilona Hitel @ilonah Chief Content Officer CleverTouch

Integrating social media into the overall marketing mix

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Think integration: outbound & inbound marketing, social media & PR

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Why?

69% of B2B organisations are increasing marketing budgets for inbound marketing tactics including social media

100% Fortune 500 Company’s executives using LinkedIn. 50% LinkedIn’s users are decision makers in their company

Forrester predicts B2B interactive marketing spending to reach $4.8 billion by 2014 – almost double 2009

A business that blogs gets 55% more visitors than a business that doesn’t

Media use is changing, people are connecting, sharing, buying and consuming media in real time across multiple devices

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Top reasons companies invest in social media for PR purposes

1. Customer support/’listening’

2. Crisis management

3. HR & Recruitment

4. Brand (influencers expect you to ‘be there’)

5. Market research / feedback

6. Lead development

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Social and Search …

90% or more of people begin their purchasing process in search engines

Blogs and social media make it more likely that your prospects will find you online when they

search.

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So what does Social Media mean to B2B marketers?

It’s about getting your content found online …

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Think content.…think critical business asset. It is one.

Tells your company storiesAnswers questionsInspiresSimplifies complex ideasInfluencesEntertainsReinforces beliefsBuilds communityInflames passionBuilds or damages trust

It’s a way of thinking

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Transparency, give something away

Recognised by the Forrester 2010 Groundswell awards

35,000 views & downloads, 12,000 visitors to blogs

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And you will in turn sell

Recognised by the Forrester 2010 Groundswell awards

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Add value - be safe / educate and still get results

#CTtip 1-100

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What are most b2b marketers doing?

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Which channels?

12

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Consider all channels

100m+ professional members……have your followers talk about you

Brilliant for SEO…45m visitors every month

…so post your presentations to Slideshare

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Consider all channels

Simplify and make the message entertaining, video is now accessible to SMBs…2bn videos are viewed everyday

200m+ users, news source, global barometer, networking group and drives traffic like no other channel

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Social media, measurement & ROI

Journo briefings per quarter

Press / online mentions

Website traffic and key search terms

Twitter and blog grading

Total mentions of co by channel

Sentiment monitoring

Benchmarking of followers

Topic cloud for all co mentions

Identification of prevalent commentators/influencers

Overall buzz

Overall sentiment

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Recommendations & conclusions for social media marketing

1. It starts with good content…create, re-use and re-use again

2. Answer questions and listen – don’t just promote

3. Don’t use a marketing tone – think of it as f2f interaction

4. Be honest and transparent

5. It needn’t be expensive, many tools are free

6. Think guidelines, not restrictions

7. AND it’s measurable, so set benchmarks

“the conversation is taking place, with or without you”

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And remember, we have neverhad reach like this before…

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