transforming your b2b social media efforts into a social crm strategy

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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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    3

    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

    http://www.jacobsclevenger.com/contact-us/http://www.linkedin.com/company/jacobs-&-clevenger/https://twitter.com/jacobsclevengerhttp://www.jacobsclevenger.com/contact-us/
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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

    http://www.linkedin.com/company/jacobs-&-clevenger/https://twitter.com/jacobsclevenger
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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

    http://www.linkedin.com/company/jacobs-&-clevenger/https://twitter.com/jacobsclevengerhttp://www.jacobsclevenger.com/contact-us/
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    43%of marketers

    found a newcustomer via

    LinkedInin 2013

    Source: HubSpot, State of Inbound Marketing Report, 2013

    http://www.linkedin.com/company/jacobs-&-clevenger/https://twitter.com/jacobsclevengerhttp://www.jacobsclevenger.com/contact-us/
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    36%of marketers

    found a newcustomer via

    Twitterin 2013

    Source: HubSpot, State of Inbound Marketing Report, 2013

    http://www.linkedin.com/company/jacobs-&-clevenger/https://twitter.com/jacobsclevengerhttp://www.jacobsclevenger.com/contact-us/
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    43%of marketersfound a newcustomer via

    their company

    blog in 2013

    Source: HubSpot, State of Inbound Marketing Report, 2013

    http://www.linkedin.com/company/jacobs-&-clevenger/https://twitter.com/jacobsclevengerhttp://www.jacobsclevenger.com/contact-us/
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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

    http://www.linkedin.com/company/jacobs-&-clevenger/https://twitter.com/jacobsclevengerhttp://www.jacobsclevenger.com/contact-us/
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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

    http://www.linkedin.com/company/jacobs-&-clevenger/https://twitter.com/jacobsclevengerhttp://www.jacobsclevenger.com/contact-us/
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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

    http://www.linkedin.com/company/jacobs-&-clevenger/https://twitter.com/jacobsclevengerhttp://www.jacobsclevenger.com/contact-us/
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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

    http://www.linkedin.com/company/jacobs-&-clevenger/https://twitter.com/jacobsclevengerhttp://www.jacobsclevenger.com/contact-us/
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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

    http://www.linkedin.com/company/jacobs-&-clevenger/https://twitter.com/jacobsclevengerhttp://www.jacobsclevenger.com/contact-us/
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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

    http://www.linkedin.com/company/jacobs-&-clevenger/https://twitter.com/jacobsclevengerhttp://www.jacobsclevenger.com/contact-us/
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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

    http://www.linkedin.com/company/jacobs-&-clevenger/https://twitter.com/jacobsclevenger
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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]