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How to integrate social media into your marketing mix

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New Incite Marketing
New Incite Marketing

Examples and tips of how B2B companies integrated social media into their marketing mix. Using Twitter and YouTube for Customer Service, using Facebook to extend the impact of a trade show are two types of integration.

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Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S. How to Integrate Social Media into Your Marketing Mix by Jennifer Beever IMCP Twitter: @cmo4hire Webinar May 2, 2013
Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution Social Media Silo?
Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution New SEO = SMO Web Site Blog 3 photos video press releases RSS feed Google + twitter LinkedIn facebook
Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution 4 Integrated – Response Compression Brochure Ad ArticleDirect Mail Seminar Trade Show Website Telemarketing
Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution 5 Integrated – Response Compression with New Tactics Brochure Ad ArticlesEmail Webinars Trade Shows Website Telemarketing
Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution New SEO = SMO Web Site Blog 6 photos video press releases RSS feed Google + twitter LinkedIn facebook
Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S. B2B Use of Social Media According to Forrester, B2B social spend will hit 54m by 2014 and BtoB Magazine reports that 93% of B2B companies are using some kind of social media application.
Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.
Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution Social Media Brands on Website
Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution 1,000 + Facebook Followers
Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution 2,000 + Twitter Followers
Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S. Blogs
Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.
Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.
Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution Blog Abandonment: 95% 2008 Technorati survey from Seth Godin’s book The Dip /
Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.
Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution
Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.
Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution
Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution
Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution 2,100 + LinkedIn Followers
Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution LinkedIn Groups
Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution LinkedIn Q&A
Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.
Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.
Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S. Facebook • 1 Billion + Users (?) • Most active users 18 – 34 years – Do you have customers this age? – Employees ?
Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution 1,000 + Facebook Followers
Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.
Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.
Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.
Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution Your Brand on Followers’ Newsfeeds
Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.
Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution
Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution 2,000 + Twitter Followers
Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S. Timken Tweets About…. • Tradeshows – Nigel Los, Dan Szoch from @Timken presenting from 2-3 pm about new ADAPT bearing and bearing repair, respectively. #AISTech – Visit @Timken booth 722 at #NORIACorp Reliable Plant to learn about our Online Intelligence System.
Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S. Timken Tweets About… • Company News – @Timken Posts Record First-Quarter Earnings; Company Raises Full-Year Outlook #b2b #manufacturing http://fb.me/ZX4nntny – @Timken Named Vendor of the Year by XL Parts #automotive #aftermarket Timken Auto & Heavy-Duty Aftermarket http://fb.me/yvA9eZI2
Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S. Timken Tweets About… • Employees – @RCsaszar Welcome aboard. We'll see you when you start! – @Timken Associates in India Volunteer for Habitat for Humanity International Women's Day #habitat @habitatindia http://fb.me/WyrIzAwG – Both The Timken Company and Timken associates around the world are contributing to the Red Cross disaster relief... http://fb.me/y21sKJAn
Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S. Timken Tweets About… • Customer Service – How to: Remove and Install a Bearing with Timken Shaft Guarding Technology for Setscrew Units http://fb.me/Tp5NdG2F – We put together a new landing page to help our aftermarket customers more easily navigate the web site. Visit... http://fb.me/E4avjJSg
Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.
Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution
Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.
Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S. Trade Shows & Social Media • 1st X people to booth get a prize • Check into exhibit – become mayor • Product launch – video & photos to FB • Photos of booth & staff – Twitter • Tweets about presentations • Tweets – visit booth # ____
Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S. How much time per week? • LinkedIn – 30 minutes, 1 update/day • Twitter – 30 min, 1Tweet/day (5 week) • Blog – 1-3 posts/wk, 60-90 minutes • Facebook – 20 minutes • Other (Video) 1/mo ea, 4 hrs
Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S. Key Objectives • Drive more qualified traffic to website • Increase customer intimacy • Innovate, launch new products
Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S. Recommendations • Survey customers • Create a plan – I.D. “persona” • Implement in phases – Optimize website content – Create LinkedIn company page – Blog/whitepaper/articles, video – Facebook & Twitter – Google+
Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S. Jennifer Beever CMC IMCP • B2B Marketing Traction Blog • www.newincite.com/blog • CMO for Hire • Strategic Marketing Consulting • Are you doing the right marketing? • To the right people? • Getting the right results? • 818-347-4248; jenb@newincite.com Follow me:

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How to integrate social media into your marketing mix

  • 1. Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S. How to Integrate Social Media into Your Marketing Mix by Jennifer Beever IMCP Twitter: @cmo4hire Webinar May 2, 2013
  • 2. Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution Social Media Silo?
  • 3. Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution New SEO = SMO Web Site Blog 3 photos video press releases RSS feed Google + twitter LinkedIn facebook
  • 4. Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution 4 Integrated – Response Compression Brochure Ad ArticleDirect Mail Seminar Trade Show Website Telemarketing
  • 5. Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution 5 Integrated – Response Compression with New Tactics Brochure Ad ArticlesEmail Webinars Trade Shows Website Telemarketing
  • 6. Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution New SEO = SMO Web Site Blog 6 photos video press releases RSS feed Google + twitter LinkedIn facebook
  • 7. Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S. B2B Use of Social Media According to Forrester, B2B social spend will hit 54m by 2014 and BtoB Magazine reports that 93% of B2B companies are using some kind of social media application.
  • 8. Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.
  • 9. Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution Social Media Brands on Website
  • 10. Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution 1,000 + Facebook Followers
  • 11. Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution 2,000 + Twitter Followers
  • 12. Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S. Blogs
  • 13. Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.
  • 14. Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.
  • 15. Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution Blog Abandonment: 95% 2008 Technorati survey from Seth Godin’s book The Dip /
  • 16. Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.
  • 17. Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution
  • 18. Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.
  • 19. Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution
  • 20. Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution
  • 21. Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution 2,100 + LinkedIn Followers
  • 22. Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution LinkedIn Groups
  • 23. Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution LinkedIn Q&A
  • 24. Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.
  • 25. Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.
  • 26. Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S. Facebook • 1 Billion + Users (?) • Most active users 18 – 34 years – Do you have customers this age? – Employees ?
  • 27. Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution 1,000 + Facebook Followers
  • 28. Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.
  • 29. Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.
  • 30. Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.
  • 31. Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution Your Brand on Followers’ Newsfeeds
  • 32. Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.
  • 33. Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution
  • 34. Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution 2,000 + Twitter Followers
  • 35. Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S. Timken Tweets About…. • Tradeshows – Nigel Los, Dan Szoch from @Timken presenting from 2-3 pm about new ADAPT bearing and bearing repair, respectively. #AISTech – Visit @Timken booth 722 at #NORIACorp Reliable Plant to learn about our Online Intelligence System.
  • 36. Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S. Timken Tweets About… • Company News – @Timken Posts Record First-Quarter Earnings; Company Raises Full-Year Outlook #b2b #manufacturing http://fb.me/ZX4nntny – @Timken Named Vendor of the Year by XL Parts #automotive #aftermarket Timken Auto & Heavy-Duty Aftermarket http://fb.me/yvA9eZI2
  • 37. Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S. Timken Tweets About… • Employees – @RCsaszar Welcome aboard. We'll see you when you start! – @Timken Associates in India Volunteer for Habitat for Humanity International Women's Day #habitat @habitatindia http://fb.me/WyrIzAwG – Both The Timken Company and Timken associates around the world are contributing to the Red Cross disaster relief... http://fb.me/y21sKJAn
  • 38. Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S. Timken Tweets About… • Customer Service – How to: Remove and Install a Bearing with Timken Shaft Guarding Technology for Setscrew Units http://fb.me/Tp5NdG2F – We put together a new landing page to help our aftermarket customers more easily navigate the web site. Visit... http://fb.me/E4avjJSg
  • 39. Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.
  • 40. Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution
  • 41. Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.
  • 42. Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S. Trade Shows & Social Media • 1st X people to booth get a prize • Check into exhibit – become mayor • Product launch – video & photos to FB • Photos of booth & staff – Twitter • Tweets about presentations • Tweets – visit booth # ____
  • 43. Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S. How much time per week? • LinkedIn – 30 minutes, 1 update/day • Twitter – 30 min, 1Tweet/day (5 week) • Blog – 1-3 posts/wk, 60-90 minutes • Facebook – 20 minutes • Other (Video) 1/mo ea, 4 hrs
  • 44. Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S. Key Objectives • Drive more qualified traffic to website • Increase customer intimacy • Innovate, launch new products
  • 45. Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S. Recommendations • Survey customers • Create a plan – I.D. “persona” • Implement in phases – Optimize website content – Create LinkedIn company page – Blog/whitepaper/articles, video – Facebook & Twitter – Google+
  • 46. Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S. Jennifer Beever CMC IMCP • B2B Marketing Traction Blog • www.newincite.com/blog • CMO for Hire • Strategic Marketing Consulting • Are you doing the right marketing? • To the right people? • Getting the right results? • 818-347-4248; jenb@newincite.com Follow me: