the realities of b2b social media: construction case study
DESCRIPTION
Social Media Case Study for Construction | Increasing Brand Awareness, Developing Thought Leadership and Lead GenerationTRANSCRIPT
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Ron Vokoun
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• Mission Critical Environments• Establishing New LOB for existing company
with regional brandChallenges/Opportunities• No association to category of specialized expertise• High barrier to market entry/Complex sales structure• Limited brand awareness• Limited commitment to market
• Social Media Strategic Value
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• Brand Development– Associate JE Dunn with mission critical – Establish thought leadership & build credibility– Develop relationships with industry leaders
• Brand Awareness– Develop and amplify JE Dunn message through
mission critical communications channels
• Lead Generation
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• Identify social preferences of target audience• Evaluate market and competitive social
channels & approaches• Establish relationship with strategic
influencers• Develop resource efficient tactical operation
plan• Coordinate with Marketing for measurement
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• LinkedIn– Groups & Profile
• Twitter• Google+• Guest Authoring
…and customize approach by channel
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Business•RSS/News reader•Buffer– Scheduling– Analytics
•Google authorship•Diligent and timely connection process
Marketing•CRM integration•Website analytics•PR/MR monitoring
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Marketing KPIs•Share of Voice– Brand lift measured by
branded search volumes of targeted traffic
– Mentions
•Reach Metrics– Impressions – Frequency
•ROI vs. paid media
Business Interactions•Speaking invitations•Publishing invitations•Perceived awareness – “I know you/them”– Accepted meetings
•Invited to Deals•Recruitment
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• Social Media must reflect offline business networks and interactions
• Know YOUR market– Speak their language & respond to all comments– Give to get
• Test, tweak and evaluate – then repeat• Operationalize efficiency• Optimize for revenue as holy grail
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Ron VokounMission Critical Market LeaderWestern Region480.707.2246 [email protected]
www.linkedin.com/in/ronvokoun
https://twitter.com/#!/RonVokoun
https://plus.google.com/105161677041336108774