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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
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.
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.
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
Now, where do we begin?

That’s easy…
The Messages!



Which come in two flavors:
• Client driven messaging
• Consumer driven messaging
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
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.
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…
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.”
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.
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.
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
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.
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.

SEE FREE OFFER ON NEXT PAGE
I’d like to offer you a free QuickChek
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.


Visit my site at www.kbates.com. Check out my client
list, success stories, case studies, and testimonials.
For a live example of my Web 2.0 experience check
out the social network at www.myadventures.com
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

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Social media for lead generation

  • 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. SEE FREE OFFER ON NEXT PAGE
  • 15. I’d like to offer you a free QuickChek 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. Visit my site at www.kbates.com. Check out my client list, success stories, case studies, and testimonials. For a live example of my Web 2.0 experience check out the social network at www.myadventures.com 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