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Sheera has made a career of taking on the hardest
marketing challenges and responding with unprecedented
results. She has the knowledge, experience and insight to
help clients transition their marketing in new directions,
reach untapped segments and revitalize communications
programs. Sheera is also driven to develop marketing that
produces constant measurable improvements, and she
brings this mindset to every campaign for every client. Shehas more than 20 years of proven and practical experience
in targeted, results-driven marketing.
Sheera EbyExecutive Vice President, Strategy & Client Services
Jacobs & Clevenger
linkedin.com/in/sheeraeby
About the Author
http://www.linkedin.com/in/sheeraebyhttp://www.linkedin.com/in/sheeraebyhttp://www.linkedin.com/in/sheeraebyhttp://www.linkedin.com/company/jacobs-&-clevenger/https://twitter.com/jacobsclevenger -
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Table of Contents
Chapter 1: Social media and social CRM facts & stats.....4
Chapter 2: Social CRM basics...22
Chapter 3: B2B social CRM process.......31
Chapter 4: Measuring social CRM.......61
Chapter 5: How to transform social media into B2B social CRM.......82
Chapter 6: Summary...100
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Chapter 1Social media and social CRM facts & stats
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21%of marketersreport that social
media has become
more important to
their company inthe past six months
Source: HubSpot, State of Inbound Marketing Report, 2013
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75%of marketersare using social
media in 2013,
making it the
2nd mostused tactic
Source:Jacobs & Clevenger, Marketing Trends Study, 2013
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43%of marketers
found a newcustomer via
LinkedInin 2013
Source: HubSpot, State of Inbound Marketing Report, 2013
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36%of marketers
found a newcustomer via
Twitterin 2013
Source: HubSpot, State of Inbound Marketing Report, 2013
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43%of marketersfound a newcustomer via
their company
blog in 2013
Source: HubSpot, State of Inbound Marketing Report, 2013
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Companies who
integrate their
email with their
CRM cite year-over-year revenue gains
of 22.7%vs. 13.4% who dont
Source: CIO, 10 CRM Mistakes and How You Can Avoid Making Them, 2012
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13%of socialmedia leads
converted at
above-average
ratesin 2013
Source: HubSpot, State of Inbound Marketing Report, 2013
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Marketing
agencies have
higher social
media conversions41%better than
industry average
Source: HubSpot, The Industry Reach of Inbound Marketing, 2013
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While only 6% of
organizations havefully implementedsocial CRM,
56%say they have either
started to extend
the strategy or areplanning to
Source: CIO, 10 CRM Mistakes and How You Can Avoid Making Them, 2012
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In 2013, marketers spent
almost a quarter of
overall budgetson blogging and
social media
Source: HubSpot, State of Inbound Marketing Report, 2013
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Spending on B2B social CRM
is expected to account for
30% of total social
CRM spendingby 2015
Source: HubSpot, State of Inbound Marketing Report, 2013
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Source: HubSpot, State of Inbound Marketing Report, 2013
80%of marketers
with a company
blog reported
positive inbound
ROIfor 2013
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Source: HubSpot, State of Inbound Marketing Report, 2013
For many
marketers
cost per lead
is theultimate
social ROI
metric
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27%of
marketers
report below-
average cost
per leads for
social media
Source: HubSpot, State of Inbound Marketing Report, 2013
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Blog
20X
Blog4X
According to
HubSpot,companies that
blog 20X per month
get 5X more trafficthan those that
blog less than4X per month
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Social Media
Marketing
LinkedInLead generation and web traffic
FacebookBranding and
event promotion
BlogSearch engine optimization,
thought leadership and
driving engagement
TwitterShort and concise
promo social buzz:
see whos talking
about you
Source: BtoB Magazine, 2012
40% of B2B marketers say
social media helps improve search results
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Source: American Express, September 2010
More than 1/3 of small businesses say
social media helps them get found online
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Chapter 2Social CRM basics
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Social CRMuses social media
marketing services and
techniques to enable
companies to
communicate and
engage with customers
and prospects
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Social CRMis a measurable form of
social media marketing
and a powerful way to
create meaningful
ongoing dialogue
with customersand prospects
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The foundation
of social CRMis creating a unified
database that can
marry engagement
with behavior and
other marketing data
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Thetransformation
of social media
to social CRM requires
data and channel
integration
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Users are
demandingrelevancy
Social media shouldembrace relevancy
to deliver the
transformationto social CRM
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Relevancy is
requiredto overcome the vast
amount of B2Bmarketers and
messages engaging in
social media, emailand online media
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Applying behavioral information to personalize
outbound communications is one of
the biggest differentiators that transforms
B2B social media into SCRM
Social Media
Social CRM
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The goal of
social CRMis to deliver
integratedmessaging that can
create a unified
customerexperience
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Chapter 3B2B social CRM process
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The B2B social CRM process
involves 5 key phases1) Insight,
social data mining and
strategy development
2) Reasons
to engage
3) Engagementand
interaction
4) Dynamiccontent
strategies
5) Social
program
measurement
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Leverage insights, web analytics andexisting B2B social data to understand the
current customer or prospect mindset
Identify gaps and provide a solid guide for
strategy and planning development
Insight, social data mining& strategy development
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Insights and
data miningof current social
media activities canprovide clues for
going forward
with strategicdevelopment
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Sources for
insights andsocial data mining
Social analytics
Web analytics
SEM
Social monitoring
Other marketing channelcampaign information
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Formulate your
social CRM
strategy
by analyzing currentcontent and messaging
that drive engagement
and other keydata points
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Reasons to engage
Create reasons for customers to engagethrough content, videos, promotions, polls
and other engagement techniques
Incorporate a blend of promotional
techniques and educational strategies
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Blogs &articles
Leverage blog articles to engage and
re-engage prospects and customers
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ebooks
Provide thought leadership content
via ebooks to engage prospects
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Customerpolls
Utilize polls as a mechanism to gauge
current perceptions and engage users
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Leverage poll inputs for article development
The number of
I dont knows
drove insight thatit would be best to
start with
educational
messaging
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Other engagementexamples Case studies
Videos White papers
Webinars and demos
Promotions, contests
and sweepstakes
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For B2B
marketers,focus on LinkedIn andTwitter as the primary
B2B social channels
Leverage Facebook
Instagram, Pinterest or
other outlets if youalready have a following
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Engagement
Generate prospect and customer
interactions with content that drives the
highest level of engagement
Understand which types of users are
interacting with different content
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Follow frequency
best practices bysocial outlet
LinkedIn 2-3 times
daily
Twitter 7-10 times
daily
Facebook 1-3 timesdaily
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1. Actionable: Demonstrate that your article will give action-orientedtakeaways by incorporating verbs and other action words from the get-go
2. Brief: Be concise and to-the-point
3. Keyword-conscious: Incorporate appropriate keywords your business istargeting
4. Clear:Clearly communicate what the article is about and avoid languagethat is vague
5. Definitive: Show potential readers you are an authority on the topic
6. Intriguing: Indicate what the reader will learn from reading the blog postwithout actually telling them exactly what it is
Source: HubSpot,How to Master the Art of Exceptional Blog Titles, 2011
6 tips to titling articlesfor social media
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Let engaged
users knowwhen youve got
relatedcontentthey might find
interesting
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Emailserves as a strong
point of integration
with social and
outboundmarketing efforts
and can be a
cost-effectivetargeted channel
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Highlight
related content
tore-engage withtargets and
prospective
customers
Email is an effective vehicle tointegrate and support
social media efforts
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Create promotions to drive
engagement
Use social media to spread theword
Build micrositesto allow for
entries, voting and social sharing Have contest winners chosen by
the community
Create an active and engaged
online communitywithcomments and shared content
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Behaviorally segment customers for follow-up post-engagement from social media
activities
Leverage technology and analytics that
identify engagement on a user level andcategorize users for future communications
Dynamic contactstrategies
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As users engage with
social outlets, applyrelevant learnings to
generate
meaningfulinteractions
and integration
with othercommunications
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Follow-up with
users on a
micro levelbased on their
behaviors with
personalized,
relevant
information
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Continue to
apply current
and past
behaviorsto send
targetedmessages
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Personalization should be appropriatelyutilized to create relevancy and
encourage participation
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Expand social
media integrationacross all prospect
and customertouchpoints to
create full
social CRM
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Apply engagement information to otherchannels to create a comprehensive
integrated customer experience
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Macro level: analyze the results of socialprograms for business impacts and gauge
opportunities for program enhancements
Micro level: determine the value of
social engagement against specific groups
Social programmeasurement
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Learn more about
social CRM measurementson the following pages
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Chapter 4Measuringsocial CRM
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The most common social media
metric is engagement, which fallsinto two categories
Measure aggregateengagement
Basic
engagement
metrics
Other
engagement
metrics
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Basic engagementmetrics Followers
Social shares(retweets, LinkedIn shares, etc.)
Reviews and
comments
Engaged users
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Other engagement
metrics will likelybecome extinctwith social CRM
Organic and viral reach
Impressions
Traditional monitoring
metrics such as share
of discussion,sentiment, etc.
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Measure leadsand names acquired
Utilize social activity to captureinformation, which can ultimately
lead to conversions
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Determine
what you can
offer users in
exchange for
information(e.g. downloads of
how-to content,
ebooks, white papers)
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Utilize
data capturelanding pages
and integratelead formsinto the user
experience
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A key social
ROI metricis number of leads
generated and
converted as well as
cost of acquiring
the name across
channels
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Measure channel sourcesto refine marketingchannel spend Time and resource are top concerns that
marketers are facing in 2013
Utilize measurements to set priorities
and focus social CRM activities
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Leverage asocial CRM toolto understand which
channel sources arecontributing to web
traffic, engaged users
and leads
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Refineyourmarketing budget
and prioritize
social channels andmarketing
investment based on
results
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Measure social mediasability to inform andintegrate with all
marketing activities Analyze the results of your social media
programsto understand user behavior
and engagement
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Social data can also
provide a platformof real-time
learnings and
feedbackthatcan shape other
communicationtactics
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Apply social data
findings to othercommunication
tactics, ultimately
increasing overall
marketing spend
effectiveness and
total marketing ROI
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Measure specificsegments or groups
The vision for social CRM ispredicated on leveraging social
behavior against specific groups
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Measure
engagementincluding content
read, click-throughbehavior, social
sharing, comments
and reviews
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Apply
engagement
learnings
to reshapecontent and
engagement
strategies
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Measure
leads andconversionsagainst specific
groups to help build
toward the total
value of different
customer groups
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Measure
downstreamconversionsbased on integrated
behavior to
demonstrate the value
of social engagementfor different groups
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Measure customer-levelrelevancy and impact
Use previous social media marketingefforts as a benchmark and gauge
receptivity to relevance based off
those benchmarks
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Chapter 5
How to transform social mediainto B2B social CRM
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Having stand-alone
social mediaefforts thatarent
integratedwith other
channels is no
longer acceptable
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B2B social
media
efforts
can be
transformed
into social CRM
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Transformation
can be either arevolution or
an evolutionusing the
following five steps
works for both
scenarios
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Analyze content that
drives engagement
Create groups
within the
sales funnel
Choose thegroup of focus
Target group with
a series of lead-nurturing emails
Measure
engagement for
sales readiness
Assuming you have a social
media baseline, start here
Leverage social behavior to
target content for lead nurturing
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Getinspirationfrom
your current
social media
efforts
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Analyze content that drives engagement
What content is being
viewed, driving socialsharing, comments and
reviews, and
information downloads?
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Create reasons
to engagewith prospects
and customers,and using social
media to create
those interactions
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Content that is
relevant to B2Bprospects
can be used tocreate engagement
and develop an
opt-in list
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Blogs, ebooks,reports and whitepapers can all beused to facilitateopt-in participation,thereby obtaining
permission from your
subscribers to send them
additional content andother useful information
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Create groups
within thesales funnel
Group users
based on
engagement and
contentinteraction
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Choose a
group for focusFocus initially on
delivering relevant
outbound content
to a specific group
of users within the
sales funnel
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Target group(s)
based onbehavior
Send a series
of lead nurturing
emails based
on the target
groups behavior
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From an
integrationstandpoint,
start with email
It is cost-effective
and nimble to
integrate withsocial media efforts
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Remember
social CRM isabout behavior-
based integrationharnessing the power
of information to
deliver relevancy
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Measure
engagement forsales readiness
Determine whatleads are most
engaged and
closer to a
sales ready state
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Upon
success,expand and
roll outto additional
segments and
channels
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Chapter 6Summary
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5 thingsto keep in mind
1. B2B social media is growing as a priority and is
increasing in marketing spend
2. Transform your B2B social media efforts into
social CRM to take your social media efforts to
the next level
3. Integrate social media efforts with email and
other communication channels to create acohesive prospect and customer experience
4. Determine metrics up front and how youll
measure success or failure
5. Start small and aim big, continue to expand yoursocial media efforts to deliver full social CRM
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Are you using social media marketing to the fullest extent
across the prospect and customer lifecycle?
Are you interested in learning how to transform your B2Bsocial media efforts into social CRM?
To learn more, please contact
David QuigleyCall: 312-894-3070
Email:[email protected]
mailto:[email protected]:[email protected]