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GetIT Pte. Ltd
GetIT Pte. Ltd

The document provides 5 tips for improving B2B social media ROI: 1) Identify where prospects are active on social media through outbound and inbound analysis. 2) Map influencers by analyzing who discusses products, categories, competitors, and engage in social media. 3) Create remarkable content that ignites conversations using human language focused on business context rather than products. 4) Benchmark social media metrics against competitors. 5) Track conversions by setting up goals in analytics and tagging URLs with campaign details.

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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
www.B2Bento.com
#1. FISH WHERE THE FISHES ARE PROSPECTS - WHERE ARE THEY IN SOCIAL MEDIA? NO FISHING
Marketers Social Media Bandwagon
Blah Blah Blah Blah I can has Fans? Blah Social Media Douche-bag Expert
Ch a-C hin g!
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
*data for illustration purpose only 500 375 250 125 0 Total Facebook LinkedIn Twitter
*data for illustration purpose only 500 375 250 125 0 Total Facebook LinkedIn Twitter
*data for illustration purpose only 500 500 375 333 Informal connections! 250 167 125 0 0 LinkedIn Facebook Twitter Forums Industry Blog Youtube Total Facebook LinkedIn Twitter DD Engage Client
#2. WHO IS MOVING MY CHEESE? INFLUENCER MAPPING Wed like to talk to you about CHEESES Church Mouse
*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?
*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? Top In鍖uencers (Apart from FB,Twitter, LI and YouTube) Sen$ment In鍖uence Country 8% 3%4% 2% 3% newsblaze.com 83.3% (+) 6 Philippines 3% 1% Australia blog.china.alibaba.com 100% (+) 6 China China (+HK) arnnet.com.au 100% (+) 6 Australia 23% India Indonesia audiokarma.org -足-足 4 Sri Lanka Thailand my.ktvu.com -足-足 4 China 54% Japan Malaysia blog.engglib2.upd.edu.ph 100% (+) 4 Philippines Philippines asia.tmcnet.com 100% (+) 6 Asia Vietnam
#3. IGNITING CONVERSATION CONTENT STRATEGY And its Wireless too
BE REMARKABLE IGNITE CONVERSATIONS remarkable adjective worthy of attention; striking
CONTENT FOR SOCIAL MEDIA USE HUMAN LANGUAGE ITS ABOUT THEIR BUSINESS CONTEXT, NOT YOUR PRODUCT AVOID GOBBLEDYGOOKS next generation, 鍖exible, robust, world class, scalable, easy to use, cutting edge, mission critical, market leading, industry standard, turnkey, groundbreaking, interoperable, best of breed, user friendly, etc.
#4. EVERYTHING IS RELATIVE BENCHMARKING METRICS Trivia : Einstein first thought of Relativity Theory at a FAST food restaurant queue
*data for illustration purpose only COMPETITIVE BENCHMARKING Cisco Tandberg Polycom Avaya Radvision VIDEO CONFERENCING 5% ≒ Competitive Benchmarking : 7% Cisco + Tandberg vs. Polycom+ Radvision + Avaya 4% ≒ Keywords (*mandatory keyword) 7% 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*" 77% ≒ Country"data"aggregated:"" Australia, India, Indonesia, Korea, Malaysia, New Zealand, Philippines, Singapore Australia Cisco + Tandberg India Polycom + Avaya + Radvision Indonesia Korea Malaysia New Zealand Philippines Singapore Total 0 175 350 525 700
#5. THE HOLY GRAIL CONVERSION TRACKING Not Gruel, stupid! I said find the GRAIL!
ROI - THE HOLY GRAIL: CONVERSION METRICS SOCIAL ANALYTICS - WEB ANALYTICS http://youtu.be/R3oMvpwifUo googleanalytics
CONVERSION METRICS CAMPAIGN AND URL TAGGING 1. CREATE GOAL
CONVERSION METRICS CAMPAIGN AND URL TAGGING 1. CREATE GOAL Thank you page
CAMPAIGN AND URL TAGGING 2. TAG URL http://b2ben.to/o3EcOH?utm_medium=socialmedia&utm_source=twitter&utm_campaign=ebookv2 Short URL Medium Source Campaign
CAMPAIGN AND URL TAGGING 2. TAG URL Google Analytics URL Builder: http://goo.gl/bCkQ3 http://b2ben.to/o3EcOH?utm_medium=socialmedia&utm_source=twitter&utm_campaign=ebookv2 Short URL Medium Source Campaign
CAMPAIGN AND URL TAGGING 3. CREATE SHORT URL
CAMPAIGN AND URL TAGGING
CAMPAIGN AND URL TAGGING
ANOL BHATTACHARYA

More Related Content

SES SG Presentation

  • 1. 5 TIPS FOR IMPROVING B2B SOCIAL MEDIA ROI ANOL BHATTACHARYA
  • 2. GETIT COMMS MARKETING SOLUTIONS FOR HI-TECH & TELCO COMPANIES CONSULTANCY CUSTOM CONTENT CREATION DELIVERY, DEPLOYMENT & ENGAGEMENT SOLUTIONS
  • 4. #1. FISH WHERE THE FISHES ARE PROSPECTS - WHERE ARE THEY IN SOCIAL MEDIA? NO FISHING
  • 6. Blah Blah Blah Blah I can has Fans? Blah Social Media Douche-bag Expert
  • 7. Ch a-C hin g!
  • 9. 4 Followers Mom Dad Neighbor's dog
  • 11. PROSPECTS - WHERE ARE THEY IN SOCIAL MEDIA?
  • 12. PROSPECTS - WHERE ARE THEY IN SOCIAL MEDIA? Outbound Analysis
  • 13. PROSPECTS - WHERE ARE THEY IN SOCIAL MEDIA? Inbound Analysis
  • 14. *data for illustration purpose only 500 375 250 125 0 Total Facebook LinkedIn Twitter
  • 15. *data for illustration purpose only 500 375 250 125 0 Total Facebook LinkedIn Twitter
  • 16. *data for illustration purpose only 500 500 375 333 Informal connections! 250 167 125 0 0 LinkedIn Facebook Twitter Forums Industry Blog Youtube Total Facebook LinkedIn Twitter DD Engage Client
  • 17. #2. WHO IS MOVING MY CHEESE? INFLUENCER MAPPING Wed like to talk to you about CHEESES Church Mouse
  • 18. *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?
  • 19. *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? Top In鍖uencers (Apart from FB,Twitter, LI and YouTube) Sen$ment In鍖uence Country 8% 3%4% 2% 3% newsblaze.com 83.3% (+) 6 Philippines 3% 1% Australia blog.china.alibaba.com 100% (+) 6 China China (+HK) arnnet.com.au 100% (+) 6 Australia 23% India Indonesia audiokarma.org -足-足 4 Sri Lanka Thailand my.ktvu.com -足-足 4 China 54% Japan Malaysia blog.engglib2.upd.edu.ph 100% (+) 4 Philippines Philippines asia.tmcnet.com 100% (+) 6 Asia Vietnam
  • 20. #3. IGNITING CONVERSATION CONTENT STRATEGY And its Wireless too
  • 22. CONTENT FOR SOCIAL MEDIA USE HUMAN LANGUAGE ITS ABOUT THEIR BUSINESS CONTEXT, NOT YOUR PRODUCT AVOID GOBBLEDYGOOKS next generation, 鍖exible, robust, world class, scalable, easy to use, cutting edge, mission critical, market leading, industry standard, turnkey, groundbreaking, interoperable, best of breed, user friendly, etc.
  • 23. #4. EVERYTHING IS RELATIVE BENCHMARKING METRICS Trivia : Einstein first thought of Relativity Theory at a FAST food restaurant queue
  • 24. *data for illustration purpose only COMPETITIVE BENCHMARKING Cisco Tandberg Polycom Avaya Radvision VIDEO CONFERENCING 5% ≒ Competitive Benchmarking : 7% Cisco + Tandberg vs. Polycom+ Radvision + Avaya 4% ≒ Keywords (*mandatory keyword) 7% 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*" 77% ≒ Country"data"aggregated:"" Australia, India, Indonesia, Korea, Malaysia, New Zealand, Philippines, Singapore Australia Cisco + Tandberg India Polycom + Avaya + Radvision Indonesia Korea Malaysia New Zealand Philippines Singapore Total 0 175 350 525 700
  • 25. #5. THE HOLY GRAIL CONVERSION TRACKING Not Gruel, stupid! I said find the GRAIL!
  • 26. ROI - THE HOLY GRAIL: CONVERSION METRICS SOCIAL ANALYTICS - WEB ANALYTICS http://youtu.be/R3oMvpwifUo googleanalytics
  • 27. CONVERSION METRICS CAMPAIGN AND URL TAGGING 1. CREATE GOAL
  • 28. CONVERSION METRICS CAMPAIGN AND URL TAGGING 1. CREATE GOAL Thank you page
  • 29. CAMPAIGN AND URL TAGGING 2. TAG URL http://b2ben.to/o3EcOH?utm_medium=socialmedia&utm_source=twitter&utm_campaign=ebookv2 Short URL Medium Source Campaign
  • 30. CAMPAIGN AND URL TAGGING 2. TAG URL Google Analytics URL Builder: http://goo.gl/bCkQ3 http://b2ben.to/o3EcOH?utm_medium=socialmedia&utm_source=twitter&utm_campaign=ebookv2 Short URL Medium Source Campaign
  • 31. CAMPAIGN AND URL TAGGING 3. CREATE SHORT URL
  • 32. CAMPAIGN AND URL TAGGING
  • 33. CAMPAIGN AND URL TAGGING