B2B Case Study: Social Media Listening
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The document discusses a case study by PTC on utilizing social media listening to improve marketing engagement with customers. It emphasizes the importance of identifying high-level objectives, tracking results, and adapting strategies based on insights gained from listening to social media conversations. Key lessons include discovering new engagement channels and refining focus areas to enhance marketing efforts.
B2B Case Study: Social Media Listening
- 1. Marketing Profs Business-to-Business Forum 2010 Marrying-up Your Measurement Results to Make Better Marketing Investment Decisions May 4, 2010
- 2. Agenda Introduction About PTC A PTC Case Study: Social Media Listening Determine High Level Objectives Start Listening (way before engaging) Tracking the Results Determining Next Steps Lessons Learned Summary and Q&A http://www.flickr.com/photos/lselibrary/3925726691/sizes/o/ 息 2009 PTC
- 3. Introductions Alan Belniak, Director of Social Media Marketing Alan on Twitter: @abelniak ; http://www.Twitter.com/abelniak Hashtag for this event (if youre tweeting): #mpb2b History of Role Collective Wisdom Better Engage our Customers and Prospects Join the Conversation 息 2009 PTC
- 4. A PTC Case Study: Social Media Listening The Scenario A Framework I Like to Use: Issue, Problem, Opportunity Issue We know our customers and prospects are active in the social space. Problems Wed like to start or do a better job of engaging customers, but dont know where or how. In which social networks should we be spending more / any time? What content do we start propagating? Opportunity Start (or continue) a social media listening exercise to better understand the landscape. This will also set the stage for PTC to better engage with our customers on a go- forward basis. 息 2009 PTC
- 5. Determine High-Level Objectives Become a Detective Where are the conversations happening? What are they talking about? What form/s of media are being consumed? Microsoft clip art 息 2009 PTC
- 6. Start Listening Several tools reviewed (all free) In the interest of time: what follows is a list only (next slide), and show examples of using them during the Q&A session (if requested, and if an Internet connection is present) Not every tool will find everything Become comfortable with knowing that some conversations will still go unnoticed. Timeline and Frequency Two weeks, to start Check-point two days after the exercise started Day 1 requires more work than the others (~60 minutes); after that, try to allocate ~30 minutes per day As with anything else you get out of it what you put into it. 息 2009 PTC
- 7. Tools RSS LinkedIn (limit) Google and Google Alerts Industry-specific sites and blogs (look in the comments for other sites) FeedMyInbox (and related) email aliases were pre-created Boardtracker Social Mention using Similar in Google search results Omgili blog searching advanced Twitter search (Google Blog Search and Technorati) (http://search.Twitter.com/advanced) delicious Backtweets (other bookmarking sites, too) YouTube Flickr Facebook (limit) 際際滷Share others: e-pinions, GetSatisfaction, Yelp 息 2009 PTC
- 8. Tracking the Results Impractical to record every single mention Use a uniform recording method (spreadsheet and presentation template) Share the results back with the team 息 2009 PTC
- 9. Use Values to help Quantify Quality 息 2009 PTC
- 10. Determining Next Steps Your mileage may vary The results of this exercise helped us narrow our focus in geographies products channels/networks Now we have a path we can follow http://www.flickr.com/photos/absoblogginlutely/2869276869/ 息 2009 PTC
- 11. Lessons Learned Everyone who listened said that they learned a lot about their product and their focus area Uncovered at least three new sites/locations/channels where something was happening around our brand and product that we didnt know about before We have a better sense of where not to spend some time, at least initially http://www.flickr.com/photos/loufcd/3623060808/ 息 2009 PTC
- 12. Summary Focus on why you might want to get involved in social media Listen first to address Where are the conversations happening? What are they talking about? What form/s of media are being consumed? Use what you learn to alter your approach, execute, and repeat. http://www.flickr.com/photos/jbird/19648336/ 息 2009 PTC