How To Create A Successful Social Media Marketing Action Plan for B2B Business

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Social Media Marketing
Bootcamp
Session - How to create a Successful
Social Media Marketing Action Plan?
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Action Plan
Endless Communications! Multiple Channels!
Limited Time :-(
How can I create a workable plan?
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Keep Big Picture Alive!
SMM Objectives
Business Target Group
Value Prop Need
SM Channels, Positioning & Message
 Results are going to take time
 Stay focused and keep the momentum going
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It’s Addictive!
Selling drugs require high level of integrity!
Do not avoid it. Discipline yourself.
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Keep track of %age of time you are spending on
Social Media for Business
It’s OK to Drift - Bring yourself back
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Information Overload - Do not aim for 100%!
Stay focused on “Relevancy” and “Credibility”
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Prefer “Moderating” over “Leading”
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Set the “Objective” Right
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Marketer’s View
Social Media
Marketing
Lead Generation
Restricted View
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Online Marketer’s View
Social Media
Acquisition or Visitors
Leads
Sales
Retention
Again a Restricted View
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B2B Business Implication
Rationalized Decision Process
• Longer Sales Cycle
• Multiple Touch Points
• Phased Approach
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B2B Business Implication
Multiple Decision Makers/Influencers
• Multiple People
• Multiple Searches
• Multiple Concerns
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Selling Process for a B2B
Case Studies Webinars
Articles/White Papers
Acquisition Acquisition
Leads Leads Acquisition
Sales Sales Leads
Retention Retention Sales
Retention
Free Product Tours
Request for Proposal
Acquisition
Acquisition Leads
Leads Sales
Sales Retention
Retention
Sales
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Set Right Objective...
Short Term
 Support in Lead Conversion
 Support in Lead Qualification
 Limited Lead Generation
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Important Action Items
 Professional Networking
 Update Corporate Section
 Everyone on LinkedIn (Active & Participating)
 Relevant Discussion Forums
 Start Listening on “Twitter”
360 Degree Online Presence
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Set Right Objective...
Long Term
 Generating traffic from Social Media
 Branding & Sales
 Creating thought Leadership
 Create Sustainable Lead source
360 Degree Online Presence
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Important Action Items
 Invite internal people to start participating
(Internal Talent need to be exposed)
 Blogging
 Photos, Videos and Presentations
 Online PRs, Articles and White Papers
 Creating a Newsroom/Connect section
360 Degree Online Presence
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Options to Create Game Plan
 Few Resources, Immediate but Limited Results
 More Resources, Higher Gains but Long Term
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Few Resources, Immediate but Limited Results
Purpose: Use SMM to Monitor existing conversations and create short term
visibility
 Listen, listen and listen
 Respond appropriately at appropriate channels
 Professionals Networking
 Post on Discussion forums
 Comment on Blogs, groups, pages and articles
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Few Resources, Immediate but Limited Results
Purpose: Use SMM to Monitor existing conversations and create short term
visibility
 Efforts Required:
 Online Marketing Strategy Creation: 5%
 Content Writing and Population: 10%
 Listening and Responding : 80%
 Monitoring and Measuring: 5%
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More Resources, Higher Gains but Long Term
Purpose: Use SMM to build Sustainable long term Marketing channels
 Create new Pages, Groups, Blog, Twitter accounts.
 Creating Viral Messages
 Participant Extensively on Discussion Forums, LinkedIn Answers and
User groups.
 Explore new Platforms like Tagged, Plaxo
 Article and whitepaper Marketing and Submissions.
 Experiment, experiment and experiment.
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23. © Digital Vidya
More Resources, Higher Gains but Long Term
Purpose: Use SMM to build Sustainable long term Marketing channels
 Efforts Required:
 Online Marketing Strategy Creation: 10%
 Content/Viral Creation and Population: 50%
 Listening and Responding : 20%
 Promotion: 10%
 Monitoring and Measuring: 10%
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Thank You!
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