This presentation is about 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
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: http://www.kbates.com/marcom.htm
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
Email
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.
“2010 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 customer-
support 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
E-mail 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.
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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 email indicating your
interest I’ll follow up work out a time line.
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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 60641 773.205.7992 or keithbates@kbates.com