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5 TIPS FOR IMPROVING B2B SOCIAL MEDIA ROI
ANOL BHATTACHARYA
GETIT COMMS MARKETING SOLUTIONS FOR HI-TECH & TELCO COMPANIES
• CONSULTANCY
• CUSTOM CONTENT CREATION
• DELIVERY, DEPLOYMENT & ENGAGEMENT SOLUTIONS
#1. FISH WHERE THE FISHES ARE
NO FISHING
PROSPECTS - WHERE ARE THEY IN SOCIAL MEDIA?
Social Media Bandwagon
Marketers
I can has Fans?Blah Blah Blah Blah
Blah
Social Media Douche-bag Expert
Cha-Ching!
Few months later....
4 Followers
•Mom•Dad•Neighbor's dog
Where is love?!
PROSPECTS - WHERE ARE THEY IN SOCIAL MEDIA?
PROSPECTS - WHERE ARE THEY IN SOCIAL MEDIA?
Outbound Analysis
PROSPECTS - WHERE ARE THEY IN SOCIAL MEDIA?
Inbound Analysis
0
125
250
375
500
Total Facebook LinkedIn Twitter
*data for illustration purpose only
0
125
250
375
500
Total Facebook LinkedIn Twitter
*data for illustration purpose only
0
125
250
375
500
Total Facebook LinkedIn Twitter
0
167
333
500
LinkedIn Facebook Twitter Forums Industry Blog Youtube
DD Engage Client
Informal connections!
*data for illustration purpose only
#2. WHO IS MOVING MY CHEESE?INFLUENCER MAPPING
We’d like to talk to you about CHEESES
Church Mouse
INFLUENCER MAPPING•Who are talking about your product(s)?•Who are talking about your product category?•Who are talking about your competitors?•Where are the social media watering holes?
*data for illustration purpose only
INFLUENCER MAPPING•Who are talking about your product(s)?•Who are talking about your product category?•Who are talking about your competitors?•Where are the social media watering holes?
8%2%3%1%
23%
54%
3%4%3%
AustraliaChina (+HK)IndiaIndonesia ThailandJapanMalaysiaPhilippinesVietnam
Sen$ment Influence Country
newsblaze.com 83.3% (+) 6 Philippines
blog.china.alibaba.com 100% (+) 6 China
arnnet.com.au 100% (+) 6 Australia
audiokarma.org -‐-‐ 4 Sri Lanka
my.ktvu.com -‐-‐ 4 China
blog.engglib2.upd.edu.ph 100% (+) 4 Philippines
asia.tmcnet.com 100% (+) 6 Asia
Top Influencers (Apart from FB, Twitter, LI and YouTube)
*data for illustration purpose only
#3. IGNITING CONVERSATIONCONTENT STRATEGY
And it’s Wireless too
BE REMARKABLEIGNITE CONVERSATIONSremarkable |riˈmärkəbəl|adjectiveworthy of attention; striking
CONTENT FOR SOCIAL MEDIA
USE HUMAN LANGUAGEIT’S ABOUT ‘THEIR’ BUSINESS CONTEXT, NOT YOUR PRODUCTAVOID GOBBLEDYGOOKS
“next generation,” “flexible,” “robust,” “world class,” “scalable,” “easy to use,” “cutting edge,” “mission critical,” “market leading,” “industry standard,” “turnkey,” “groundbreaking,” “interoperable,” “best of breed,” “user friendly,” etc.
Trivia : Einstein first thought of ‘Relativity Theory’ at a FAST food restaurant queue
#4. EVERYTHING IS RELATIVEBENCHMARKING METRICS
COMPETITIVE BENCHMARKINGVIDEO CONFERENCING
• Competitive Benchmarking : Cisco + Tandberg vs. Polycom+ Radvision + Avaya
• Keywords (*mandatory keyword)
Cisco:"video"conferencing,"telepresence,"tp,"cisco*""Tandberg:"video"conferencing,"telepresence,"tp,"Tandberg*""Polycom:"rpx,"otx,"atx,"hdx,"cma"desktop,"qdx,"vvx,"rmx,"dma,"polycom*"Avaya):"video"conferencing,"avaya*"Video"Conferencing"(Radvision)"Keywords:"video"conferencing,"scopia,"radvision*"
• Country"data"aggregated:""Australia, India, Indonesia, Korea, Malaysia, New Zealand, Philippines, Singapore
5%7%
4%
7%
77%
Cisco Tandberg Polycom Avaya Radvision
Australia
India
Indonesia
Korea
Malaysia
New Zealand
Philippines
Singapore
Total
0 175 350 525 700
Polycom + Avaya + Radvision
Cisco + Tandberg
*data for illustration purpose only
#5. THE HOLY GRAILCONVERSION TRACKING
Not ‘Gruel’, stupid!I said find the
GRAIL!
ROI - THE HOLY GRAIL: CONVERSION METRICS
SOCIAL ANALYTICS - WEB ANALYTICS
http://youtu.be/R3oMvpwifUo
googleanalytics
CAMPAIGN AND URL TAGGINGCONVERSION METRICS
1. CREATE GOAL
CAMPAIGN AND URL TAGGINGCONVERSION METRICS
1. CREATE GOAL
Thank you page
CAMPAIGN AND URL TAGGING2. TAG URL
http://b2ben.to/o3EcOH?utm_medium=socialmedia&utm_source=twitter&utm_campaign=ebookv2
Short URL Medium Source Campaign
CAMPAIGN AND URL TAGGING2. TAG URL
http://b2ben.to/o3EcOH?utm_medium=socialmedia&utm_source=twitter&utm_campaign=ebookv2
Short URL Medium Source Campaign
Google Analytics URL Builder: http://goo.gl/bCkQ3
CAMPAIGN AND URL TAGGING3. CREATE SHORT URL
CAMPAIGN AND URL TAGGING
CAMPAIGN AND URL TAGGING
ANOL BHATTACHARYA