Exploring Social Media as a process for driving BtoB Lead Generation

Transcription

1 Exploring Social Media as a process for driving BtoB Lead Generation But first a word of caution: Leads depend as much on the Messages as they do on the Media. Maybe more. So this will be a story about managing both Media and Messages within our Marcom Engine* process. A Presentation by Keith Bates Associates GROWTH CONSULTANTS TO TECHNOLOGY MARKETERS *Details available:

2 Question One: Who manages the Media? Answer: Client based Director of CGM (Consumer-Generated Media) or the CMO. Question Two: Who manages the Messages? Answer: Client s VP Marketing, the Ad Agency Creative Director, or your Creative Consultant and the Market.

3 Partial list of Social Media, both Digital and Non-Digital First the Digital* Blogs your own and compatible entities Facebook pages for fans LinkedIn Mobile meetings, events Newsletters online Podcasting PRWeb Social Networks (multiple) Surveys Twitter accounts Unique landing pages Video ads YouTube and/or website Virtual conferences Virtual trade shows Webcasts/Webinars White papers Word of mouth 29% online Note: What makes a medium social? The ability to interact, respond, to the marketer s messaging. It s dialogue, not monologue.

4 Social Media consists of both Digital, and Non-Digital Second, the Non-Digital By-lined articles with contact data Consulting practices Customer Visitor Centers Direct mail with personal contact data Experiential marketing Focused print media with contact data Road shows Telemarketing Word of mouth 71% offline

5 Now, where do we begin? That s easy The Messages! Which come in two flavors: Client driven messaging Consumer driven messaging

6 First the process of client driven messaging: Client driven messages evolve from the Communications module of our six-module Marcom Engine. The Engines first three modules are Audit, Strategy, and Communications, and represent the Planning Phase. The Engines second three modules are Arsenal, Deployment, and Measurement, and represent the Execution Phase. Within the Communications module we assemble a Creative Repository which is populated with core intelligence (extracted from the Audit and Strategy modules) which is then blended with big idea theme/image standards built by your art director, ad agency or creative consultant. The success of this effort is heavily based on your value proposition which should have evolved during the development of the core intelligence process. Details available: You need a better Creative Repository

7 And then some thoughts on consumer driven messaging: Consumer driven messages also evolve from our (revised) six-module Marcom Engine but from the Deployment module, not the Creative! From the Execution Phase not the Planning Phase! Feedback is key. Content is King! And I say revised because for this stage Marcom (for marketing communications) changes to Marcon (for marketing conversation). Now, instead of controlling messages we monitor/participate. Books have been written on this topic. Try Joseph Jaffe s Join the Conversation. The success of this effort is heavily based on the quality of our responses in our efforts to participate with contributors.

8 Now we move from Messaging to MEDIA From BtoB Magazine s headline story 1/18/2010 Optimism, accountability, social media top trends Integration of social media One of the biggest trends in 2009 was the explosion of social media as a marketing tool, as marketers took advantage of the low-cost content distribution model through YouTube videos, blogs, Twitter accounts and Facebook pages. This year, social media will become more integrated into traditional marketing platforms as well as throughout organizations, marketers predicted is the year social media leaves the marketing group, said Paul Dunay, global managing director-services and social marketing at Avaya. Social media has the capability of transforming other parts of the organization, from developing products, to doing survey research, to tweeting about billing issues. media continued

9 media continued Dunay said social media also has the power to transform the role of the CMO, as executives with knowledge of social media can evangelize its benefits to the entire organization. If you have someone who really knows the social media landscape, they can galvanize the company around the customer. Social media is not just a marketing thing; it is a finance thing, a product thing, a customersupport thing, he said. Social media has the ability to integrate all of these functions and get them to work in a more fluid manner.

10 And now a word about Word of Mouth Marketing, our passion. First lets explore some common misconceptions of Word of Mouth It spreads like wildfire: WRONG rarely works well without accelerated contagion. All you need is a good product: WRONG product needs inherent interest to inspire talk, and activities to accelerate process. With good PR you don t need marketing: WRONG traditional marcom tools needed to convert enthusiasts to buyers. Focus should be on sales, not contacts. All you really need are early adopters: WRONG visionaries only start the process. Think pragmatists to get rich! Do it online! No do it offline! WRONG using only one is fatal. Both are needed.

11 What are the tools and processes employed by word of mouth designed to accomplish? According to WOMMA there are five major activities: IDENTIFYING PEOPLE most likely to share their opinions. EDUCATING PEOPLE about your products and services. PROVIDING TOOLS that make it easier to share information. STUDYING OPINIONS as to how, where, and when they are being shared. LISTENING AND RESPONDING to supporters, detractors, and neutrals.

12 A few influencer relations tactics* Initiating the relationship: Personalized correspondence correspondence Direct response re influencer work Care packages (product trial) Information packages (FAQs) Forward articles of interest Event interception Contact opportunities: Recognition awards Company conferences Influencer spotlight Briefings Webinars Road shows Lunch/Dinners Involvement: Influencer brainstorming Product review board Speakers bureau Testimonials Day at the company CEO summit *Courtesy of Paul Rand, Zocalo Group

13 Introducing the Marcom Engine as the framework for embracing WOMM. THE MARCOM ENGINE EVOLVED FROM THE CONCEPTS of Business Process Reengineering and Integrated Marketing Communications It consists of three planning modules: Audit, Strategy, Communications; and three execution modules: Arsenal, Deployment, Measurement. The Marcom Engine acts as the foundation for the Keith Bates Associates Communications Support Plan which employs WOMM throughout.

14 And in conclusion BtoB vendors are increasing focused on accountability From BtoB Magazine s headline story 1/18/2010 Optimism, accountability, social media top trends While proving ROI on marketing performance is nothing new, the recession increased the emphasis on accountability and analytics, and this will continue even as a recovery gets under way. While this trend has been more emergent over the last five years, there has been more acceleration as a consequence of the increased capacity to do analytics and a less friendly economic environment, said Rick Segal, CEO at b-to-b agency Gyro- HSR North America, Cincinnati. It has obligated us all to pinch pennies all the more tightly and squeeze blood from a rock. From hiring analytics experts to installing software to measure and optimize campaigns, marketers and agencies will increase their investment in data analytics and measurement processes this year. More clients are demanding the math behind the creativity, Seifert said. Ogilvy made a big investment in analytics last year, and Seifert said this will be an important focus for the agency this year. SEE FREE OFFER ON NEXT PAGE

15 I d like to offer you a free QuickChek analysis and a two hour audit of your current marketing communications agenda. If you live outside the Chicago area there may be a travel charge. Simply click here to send an indicating your interest I ll follow up work out a time line. Visit my site at Check out my client list, success stories, case studies, and testimonials. For a live example of my Web 2.0 experience check out the social network at that I designed and built. WE LEND WINGS TO YOUR SALES, AND SPURS TO YOUR MARKETING Keith Bates Associates GROWTH CONSULTANTS TO TECHNOLOGY MARKETERS 4319 N. Lowell Ave., Chicago, IL or keithbates@kbates.com