B2B MARKETING SEMINARANALYSING WHO AND WHERE YOUR SOCIAL AUDIENCE ARE
By Marc Keating@marckeating
// TODAY’S AGENDA
Where social media fits into your marketing strategy
Defining your target audience
Finding your target audience
Tools to help you research and analyse
Case study (Corus Colors)
// ABOUT ME AND IAS
I plan client contact strategies
5 years experimenting with social media
Corus, TalkTalk Business, Trelleborg, Siemens
B2B is all we do
BMA agency of the year
Social media strategyIntegrating social media
// SOCIAL MEDIA STRATEGY
Web sitesLanding
pages
MobileApps
SocialchannelsContent
PPCSearch
DisplayPR
E-mailD-mail
FacebookTwitter
ViralShares
Re-tweets
Blogs
Paid Owned Earned
Brand Marketing
Campaign
Dialogue Marketing
Social mediaSocial media
BrandStrategy
MarketingStrategy
BusinessStrategy
BrandExperience
Analytics
PUSH / PULL
PUSH / PULL
// INBOUND USER JOURNEY
Source / IAS
New outlets EnablersNeed states
Initial discovery
Research and validation
Receiving information
Search
Communities
Social feeds
SOCIALCHANNELS CONTENT
Engagement
Brand and marketing contact strategy
// BY 2014, SOCIAL NETWORKING SERVICES WILL REPLACE E-MAIL AS THE PRIMARY VEHICLE FOR INTERPERSONAL COMMUNICATIONS FOR 20 PERCENT OF BUSINESS USERS.
Source / Gartner / Five Social Software Predictions for 2010 and Beyond
FOLLOWERSFRIENDSMEMBERSThe contact database of the future!
Rembrandt / The Nightwatch
//
PPC/Search
PLATFORM ARCHITECTURE
PPC/Search PPC/Search
More static More active
Video MicroBlogs
Images
Documents
SMPR
Content optimisation Conversation optimisation
Blogs
Socialnetworks
Q&Aplatforms
Bookmarks Mobile
Web site integration
Monitoring
Management
Measurement
namechk.com (search for your brand name)
//
PPC/Search
PLATFORM ARCHITECTURE
PPC/Search PPC/Search
More static More active
Video MicroBlogs
Images
Documents
SMPR
Content optimisation Conversation optimisation
Blogs
Socialnetworks
Q&Aplatforms
Bookmarks Mobile
Web site integration
Monitoring
Management
Measurement
// SOCIAL MEDIA PROCESS
Planning Design Development Implementation Review
Objectives: Evaluate the opportunity Scope out the strategy and create designs
Set-up and implement channels and tracking
Roll-out the strategy and go live
Report, measure and optimise
Tasks: Develop keyword profileConversation analysisChannel analysisSEO performanceAudience analysis
Define objectivesDevelop channel roadmapDevelop content planDevelop target listDevelop standardsCreative developmentDesigns
Account registrationIntegration with WebDevelop contentDevelop assetsSet-up monitoring toolsSet-up tracking toolsSet-up dashboard tools
Define roles Develop policiesDevelop guidebookDevelop guidelinesDevelop workflowsDevelop training planPost/seed contentSet up SMNR
Set up reportsConduct ongoing monitoringQuarterly reviews
Deliverables: Keyword profileResearch analysis docAudience analysis profile
Strategy docRoadmap docDistribution scheduleTarget listDesign visualsFinal artwork
Channels set-upWeb feeds integratedChannel contentTracking tools set-up
Policy docGuidebook docGuidelines docWorkflow diagramsTraining planAll channels live
Activity reports
Defining your audienceAnalysis and segmentation
// 91% OF BUSINESS BUYERS READ BLOGS, WATCH USER GENERATED VIDEO OR PARTICIPATE IN OTHER SOCIAL MEDIA
Source / Forrester Research / “Social Technographics of Business Buyers”
// WHY SEGMENT IN SOCIAL MEDIA?
To ensure more effective targeting
Deliver more relevant content and messages
Help select relevant channels
Save time with research and planning
To help prioritise market and focus activity
// 3 SEGMENTATION CONSIDERATIONS
Objective: Branding, Informing, Innovating, Selling and Recruiting, etc
Stakeholder: Prospects, Customers, Media, Suppliers, Job seekers, Investors, Trade associations, etc
Application: Facebook, Twitter, YouTube, LinkedIn, Slideshare, etc (think content)
Also consider localisation
// CHANNEL LOCALISATION
Source / Alexa.com
High usage
Low usage
// KEY INFLUENCER GROUPS
Target group Volumes Description
Advocates/fans Medium Existing customers who champion your brand, product and services.
Traditional media Low Traditional media outlets including reporters, journalists who already reach our intended audience.
Influencers/trust agents Medium Individuals who focus the majority of their updates/content on a specific topic, industry or market.
Champions High Share their views because they are passionate and compelled.
Bloggers Medium This groups can steer, shape and galvanise activity that moves markets based on their views and are a recognised authority/expert.
Tastemakers Low Remain focused on a topic and have earned substantial audience because of their experiences and views.
// IN THE SOCIAL ECONOMY, YOU WILL EARN THE RELATIONSHIPS YOU DESERVE, IN THE INDIVIDUAL COMMUNITIES WHERE STAKEHOLDERS AND INFLUENCERS ASSEMBLE.
Source / Brian Solis / Engage
// FINDING YOUR AUDIENCE
Issuesand
needs
SegmentsJob functionand industry
Audience ConversationsKeywords
What questions
theirasking
Communities
Brand terms, product terms
Competitor brand terms, product terms
Buzzwords, persona keywords, industry terms
// WEB OF INFLUENCE
What does our total market look like
Which are our most important target groups
How are our stakeholders connected
How do we cluster for optimum communication
What are their needs
// CUSTOMER PERSONAS
Understand their world
How they search for products and services
Where they source information
When they enter the buying process
Issues and questions they have
// INITIAL RESEARCHKeyword refinement
Google keyword generator Google insights for search
Finding your audienceResearching groups and communities
// AUDIENCE ANALYSIS OBJECTIVES
Channels: Which are relevant and established?
Groups and communities: Where’s the chatter?
Target groups: Are my stakeholders there?
Influencers: Can I build a dialogue with them?
Measurement of activity: What’s the buzz level?
Your goal is to build a target list
//
PPC/SearchPPC/SearchPPC/Search
AUDIENCE ANALYSIS APPROACH
PPC/Search PPC/Search
Video MicroBlogs
Images
Documents
SMPR
Blogs
Socialnetworks
Q&Aplatforms
Bookmarks Mobile
Paid monitoring tools
Keyword profileTarget listCustomers
Broad Narrow Refine
Free search tools Paid & free search tools
// CHANNEL TASKS
Channel:
What to look for:
Audience profilesTwitter lists#tagsConnections
Audience profiles (customers/prospects)Topic groupsQ&A streamsCompany pages (customers/prospects)
Category blogInfluencer blogsBlog rolls
Audience profilesCompany pagesGroups
Audience profilesChannelsRelated videos
Tools to help: We followTweet reachSearch.Twitter
LI Search filtersBoardreader
PostRankBlogPulseAlltopTechnoratiBlogged
Manual researchCreate an ad tool (demographics)
Manual research
// INITIAL RESEARCHSocial media monitoring
Radian6 Platforms to consider
// INITIAL RESEARCHTools to get a quick all channel snapshot
Socialmention Use these tools:
// CHANNEL SEARCHTwitter
Wefollow Search across these channels:
Use these tools:
// INITIAL RESEARCHIdentify leading sites and reach
Google Adplanner Web site profile
// CHANNEL SEARCHBlog search
PostRank Search across these channels:
Use these tools:
// REFINEMENTInfluencer search and analysis
Use these tools:Traackr
Case study“Beat the wolf” Corus Colors
refurbishment
// REFURBISHMENT ISSUES
Projects to small to be listed within Glenigan
No sales and marketing database (property owners, landlords, property management companies)
No awareness in the market for Refurbishment
// WE WOULD LIKE SOME ADS PLEASE
Property owners, landlords, property
management companies,
?Architects Contractors Property developers
// WHAT WE FOUND
Over 8k members
within “facilities
management”
Over 11k members within the “property
management”
Key target prospects
active within Twitter and
YouTube
// CONTACT STRATEGY
SMPRNews room
Web TV, Podcasts, FAQ’s, Ask the expert, Samples, 3D examples, Downloads, Brochures
Corus Colorsgroup
MD profile
property groups
LinkedIn strategyTwitter strategySlideshare strategyYouTube strategy
Staff profiles
Target customers
SMPR
Press targets and social media
cloud
http://www.beatthewolf.com
Propertytargets
Comment tracking on key
journalsCorus Colors Web site
SEO
PPC
Trade ads
Wordpress Blog
Text adsLinkedIn
Architects and main contractors
only
Architects and main contractors
only
// STAKEHOLDER ANALYSIS
Refurbishment priorities Product performance Installation Life performance
OccupancyCostSpeedHealth and safety
DurabilityAestheticsAvailabilityRange
Thermal performanceHealth and safety on siteIntegrity and quality of installRisk assessment
Maintenance costsGuaranteesFuture proofingLifecycle costs
Key market issues
Content development
Content roll-out plan
// CAMPAIGN WEB SITE
View by business goal
Segmented entry points
150+ pages of content
Targeted user journeys
3,538 – Absolute Unique Visitors
8,906 – Page views
// CORUS TV AND MULTIMEDIA ASSETS
82 tweets posted
425 click throughs
5 clicks per tweet - CTR of 4%
Received 2 twitter listings
123 followers (following 97)
5k Twitter Browserhttp://www.neuroproductions.be/twitter_friends_network_browser/
// BLOG AND SITE INTEGRATION
9 blogs produced
620 blog views
64 click throughs (10% CTR)
‘Flat roof’ blog most read
// LINKEDIN GROUPS
4 LinkedIn profiles created
Joined 16 key groups
Started 64 discussions
Received a total of 27 comments across 8 groups
Engagement of 42%
// LINKEDIN PROFILES
Links to other campaign Web
sites and channels
Wordpress blog feed pulled into
site
Keyword optimised profiles
// GROUP DISCUSSIONS
// SUMMARY
Your social media activity should be driven by your business and marketing strategy
Don’t use a platform/channel for the sake of it
Prioritise everything you do
Consider your platform architecture (CRM)
Start today to own the inbox of the future!
thank youE-mail: [email protected]: iasb2b.comLinkedIn: http://uk.linkedin.com/in/marckeating