This presentation is a high level overview of social media integration into the marketing mix

2. Solving the Social Media Riddle and Integrating Social
Media into B2B Marketing
A Bit About Me…..
Thought leader, innovative thinker, strategist, marketer, social media consultant,
speaker, trainer, mentor.
Worked in sales and marketing for over thirty years and as a freelancer or consultant
for nearly twenty of those years.
Work internationally with clients ranging from the global chairman of FTSE 250 to
small one person companies.

3. Solving the Social Media Riddle and Integrating Social
Media into B2B Marketing
A Bit About Me…..
Speak at conferences internationally from the Association of Project Managers (APM)
knowledge share conference in London to IT conference in Moscow and golf course
owners conference in Marbella and a myriad of others.
Train and mentor business leaders in strategic marketing and offer a range of
specialist social media training and services.
I am Delighted to be the Chairman at The Corporate Social Media Summit Europe –
A Mile Stone in Social Media Business.

4. Solving the Social Media Riddle and Integrating Social
Media into B2B Marketing
Is there a right answer?…….
Today I hope to leave you with more questions to answer than answers to your
questions.
The one overall answer may be…………
― It depends on your culture, social media maturity in your markets, company
structure and culture together with the leadership‘s attitude towards social media‖

5. Solving the Social Media Riddle and Integrating Social
Media into B2B Marketing
We know social media can offer benefits……
It allows a company to talk directly with existing and potential customers, which
builds a brand in a way advertising in traditional media simply doesn‘t allow.
It allows a business to act quickly in response to negative perceptions by having
its finger firmly on the pulse of consumer opinion.
Another key advantage is that social media is the perfect platform on which to
create brand ambassadors, who will spread the word on behalf of your business
– and word of mouth recommendation is still the most powerful tool in marketing.

6. Solving the Social Media Riddle and Integrating Social
Media into B2B Marketing
We know social media can offer benefits……
Social media can have an impact on all of the following: -
Innovation and bringing the customer to the centre of product development.
External marketing communications and external brand.
Internal communications and culture.
Employer branding.
Recruitment.
Team work.
Training.
Learning.

7. Solving the Social Media Riddle and Integrating Social
Media into B2B Marketing
Who owns social media?…….
A recent survey suggested that: -
Responsible for leading social media - Marketing (35%), IT (17%), HR (14%) or
senior management (14%).
12% of organisations identify at least one full-time employee to manage social
media efforts.
28% have a social media strategy.
21% of organisations measure return on investment (ROI).

8. Solving the Social Media Riddle and Integrating Social
Media into B2B Marketing
Social media is owned by the leadership team and drives inside out branding…….
Your organisation has two brands! You have an employer brand and a consumer
brand. With the rise of social networking, you, your company and how you run it
is under the microscope.
Your culture has become a fishbowl — everything you do can be seen by
everybody.
Your employees have many channels for broadcasting their opinions — both
negative and positive.

9. Solving the Social Media Riddle and Integrating Social
Media into B2B Marketing
Back to basics…….
The basics of marketing still exist and social media needs to be viewed in the
context of the marketing mix, messaging and aimed at the target market
segment (s).
There is no point spending all your budget on the next shiny new social media
toy and pumping out social media push messages or engaging in ramp up
community building if your target audience are late in the social media adoption
cycle and not really there.

10. Solving the Social Media Riddle and Integrating Social
Media into B2B Marketing
Back to basics…….
There is a vast amount of data on the social web; trying to filter and rationalise it
so you can make management decisions, so actions can be taken, is like
standing in front of a fire hose and trying to fill a cup.
There are so many differing points of view that you will not be sure you are
making the right decision. You will find articles, videos with comments and a
plethora of differing experts.
So how do planners and management filter the social media stream to give them
useful and helpful information for their businesses? What do they have to do to
help the customers so they can make the right choices?

11. Solving the Social Media Riddle and Integrating Social
Media into B2B Marketing
Back to basics…….
Solid planning is required. That said most companies will have a digital / social
brand footprint that needs to be manicured and developed.
There are plenty of excellent agencies out there that will do this, but take care
not to be sold on the next bright shiny new concept or toy!

12. Solving the Social Media Riddle and Integrating Social
Media into B2B Marketing
Back to basics…….
By now many companies will understand that there has to be a solid website at
the core of their strategy, which is well designed.
The site will have appropriate social content on the pages, will utilise best
practice and will have cliff hangers etc to drive people through the pages.
It will offer a great customer experience and will be optimised using good
SEO/SMO on the right keywords for your target audience and will project trust.

13. Solving the Social Media Riddle and Integrating Social
Media into B2B Marketing
The key is to integrate into the mix
Digital marketing will rarely function in isolation and a company‘s social media
must be the interactive, personal face of the company values that have been
built up using many different marketing tools.
There is a strong imperative for companies to embrace social media, but it must
be done thoughtfully, carefully and wisely.
If it is correctly done, then it not only becomes a powerful marketing tool in its
own right, but through the ability it gives to companies to listen to their
customers‘ conversations and, in many cases, improve customer service, it also
provides valuable information that can feed into and inform many other elements
of the marketing mix and indeed across the whole business.

14. Solving the Social Media Riddle and Integrating Social
Media into B2B Marketing
Back to basics…….
A fair number of people I speak to are utilising social media in one form or
another and most understand the need for good listening.
Also solid measurement and tracking through digital and traditional / off line
space to get the full picture of what is happening.
• 61% use mobile video.
• 45% watch videos related to their jobs.
• 57% accessed work related content after business hours.
• More than 40% used mobile to find nearby business services.
• 38% used cloud-based services.
• With 70% of staff are now using their own devices to access work content

15. Solving the Social Media Riddle and Integrating Social
Media into B2B Marketing
Back to basics…….
Most will be integrating or planning to integrate online Social | Digital | Mobile
and offline traditional ads, PR and snail mail etc. Some will be doing this through
the various marketing automation systems available.
A fair few will be using solid listening, analytics and planning procedures linked
to intelligent systems to ensure the timing of their emails, social media, served
ads and other digital assets are working for maximum effect.
Some will be using automation systems to manage contact and have that
underpinned with a very innovative content strategy.

16. Solving the Social Media Riddle and Integrating Social
Media into B2B Marketing
Back to basics…….
• Listening and monitoring
• Social analytics
• Social influence
• Social management
• Content creation and curation

17. Solving the Social Media Riddle and Integrating Social
Media into B2B Marketing
Back to basics…….

18. Solving the Social Media Riddle and Integrating Social
Media into B2B Marketing
Back to basics…….
Listening and monitoring
It‘s important to monitor and identify where others are talking about your brand and
what they‘re saying.
Use tools such as Radian6, Sysomos, Viralheat, Hootsuite, Socialmention or Brand
Monitor to help identify engagement opportunities.

19. Solving the Social Media Riddle and Integrating Social
Media into B2B Marketing
Back to basics…….
Social analytics
•Measuring social media ROI is more important than ever.
How else will you know if your SM marketing programmes are playing a part in
generating leads, developing relationships, driving loyalty, acting as a buying trigger
or simply an awareness driver.
Consider how social media interacts with the rest of the digital and traditional
marketing and develop a matric that is meaningful. If you are using a marketing
automation system this can be developed inside of that.
Audience insights such as community behaviour, characteristics, and engagement as
well as content preference are just a few metrics that need to be considered.
Consider tools like Twitsprout, AgoraPulse, TweetReach, Crowdbooster, and
SocialBro.

20. Solving the Social Media Riddle and Integrating Social
Media into B2B Marketing
Back to basics…….
Social influence
Identify the influencers in your industry. What is your own influence in your
industry?
Social influence tools help measure, build, and manage influence for a brand as
well as identify key industry influencers.
Having social influence helps you build a trusting and supportive social
community, attract brand advocates, and promote your company‘s thought
leadership.
Consider Inkybee as well as Followerwonk and Twitsprout.
What are the list-to-follower ratio, blog popularity and social engagement. There
is also Klout and PeerIndex

21. Solving the Social Media Riddle and Integrating Social
Media into B2B Marketing
Back to basics…….
Social management
Social management tools—those used to manage marketing, content,
community, content sharing and engagement.
Consider tools such as GaggleAMP for social sharing and reach and Oktopost,
for B2B marketing campaigns and lead-generation efforts as well as Hoot Suite.
Not got HOOT click for free trail of Hoot Pro and 30 day access to Hoot
university
If you have HOOT FREE and would like to go PRO with a 30 day free trial and
30 day access to Hoot university or you would like Hoot enterprise email me
peter@peter.uk.com

22. Solving the Social Media Riddle and Integrating Social
Media into B2B Marketing
Back to basics…….
Content creation and curation
Leaving your blog or social channel stagnant can negatively affect SEO, readership,
and engagement.
Consider creation tools for original content such as visuals and videos like Eassely
and also Scoop.it, Storify, CurationSoft, BagTheWeb or NetVibes
You need to ensure the content that you are creating and curating is relevant to your
overall content strategy and that it provides valuable information to your audience.

23. Solving the Social Media Riddle and Integrating Social
Media into B2B Marketing
Back to basics…….
Social media advertising……………….

24. Solving the Social Media Riddle and Integrating Social
Media into B2B Marketing
Back to basics…….
Measuring ROI in social media
Followers
Sentiment
Amplification
Competitor analysis
Views – including subscribers and those who have not subscribed.
Subscribers – those who have asked to be given information regularly.
Approvers – those who ‗like‘ or add ‗favourite‘ (the lowest form of interaction).
Engagers – those who seek interaction with the brand, including reactions.
Reactors – those who provide content in reaction to brand content.
Repeaters – those who share, retweet, repeat (with or without any editing).
Validators – those who share or retweet with accompanying approving comment.

25. Solving the Social Media Riddle and Integrating Social
Media into B2B Marketing
Back to basics…….
Measuring ROI across the mix……………….

26. Solving the Social Media Riddle and Integrating Social
Media into B2B Marketing
Is there a missing link?
………………..Yes there is but you need to come again to find out what it is!

27. Solving the Social Media Riddle and Integrating Social
Media into B2B Marketing
The following are useful posts and sources……
www.socialmediastrategy.org.uk/blog
http://socialmediastrategy.org.uk/blog/social-media-strategy/social-media-business-the-social-media-
strategy-layer-cake/#
http://socialmediastrategy.org.uk/blog/strategic-marketing/4262/
http://socialmediastrategy.org.uk/blog/strategic-marketing/social-media-consultant/

28. Solving the Social Media Riddle and Integrating Social
Media into B2B Marketing
Thank you for your time and if you wish to ask further questions you can contact
me or view my sites through any of the following……
Peter@peter.uk.com
07930330125
@smm_uk
@bulletproof_uk
www.linkedin.com/in/smmuk
https://www.facebook.com/socialmediauk
www.peter.uk.com
www.socialmediastrategy.org.uk
www.socialmediamarketing.eu.com