Tài liệu The DefiniTive GuiDe To Social MarkeTinG: A MArketo Workbook pdf

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05
PART ONE: WHY DOES MY BUSINESS
NEED SOCIAL MARKETING?
SOME CONTEXT
Before we delve into how to
strategically use social marketing
throughout all of your marketing
activities, let’s do a quick marketing
history lesson. In the past, the primary
way a prospect could get information
about a company was by engaging
directly with a sales person. Marketing
focused on brand building and
awareness by using mass advertising,
tradeshows, PR and print media.
Direct mail and cold calling made up
the majority of targeted interactions,
and marketers passed all new leads
– hot or cold – to the sales team for
follow-up.
With the arrival of Google in 1998, B2B
companies started to focus on search
engine optimization (SEO), pay-per-click
(PPC) advertising and email marketing
to drive traffic to their website. They also
created content such as whitepapers
and webinars to convert traffic into leads.
The best marketers realized that their leads
were often sent too early to sales.
As a result, they invested in lead nurturing
and scoring programs to further define
hot leads and used additional methods
to nurture the rest – to be sent to sales
at a later date.
Today, marketing through SEO, PPC,
and email are still very much a part of the
marketing mix, but social media sites drive
a large portion of the B2B interactions on
the web.
Through the many connections social
marketing creates, businesses can begin
to move from a company-to-buyer marketing
model to a peer-to-peer influence model.
Social is the perfect platform for creating
those valuable business relationships that
promote sharing and engagement. And for
this to be effective, as a marketer you have
to develop a strategy that weaves in social
as part of every marketing campaign that
you do.
LET’S TAKE A LOOK AT SOME
COMPELLING STATS FROM SOCIAL MEDIA
EXAMINER’S “2012 SOCIAL MARKETING
MARKETING INDUSTRY REPORT”
• 93% of B2B marketers use social marketing
to market their business
• 85% of marketers reported that the number
one benefit of social marketing is generating
more business exposure
• 74% of marketers reported that social marketing
has increased their site traffic
• 59% of marketers are using social marketing
for 6 hours or more per week
06
PART ONE: WHY DOES MY BUSINESS
NEED SOCIAL MARKETING?
THE GOLDEN RULES
OF SOCIAL MARKETING
1. Don’t take yourself too seriously.
It should be obvious, but social marketing
is about being social, and that means you
need a good personality to make your
brand likable.
2. Inbound is not enough.
Each of the tactics described in this guide can
work on their own. But, for a business to benefit fully
from them, they should be combined with outbound
marketing. Never underestimate what a bit of paid
promotion can do for your business.
3. You must have good
content and solid offers.
Without well-produced,
engaging content, any
and all tactics you employ
will most likely fail.
7. Peer-to-peer
sharing is the
best way to get
your message
heard.
4. You will need a strong call to action.
The tried-and-true, strong call to action is just as
important in social media as it is anywhere else.
Be clear about what you want your audience to
do after consuming your content or engaging with
your brand.
5. Always add value.
At the end of the day, if you are
not providing some sort of
value to your prospects and
customers, you are not doing
your job and social media will
never work for you.
6. Never forget that social is a two-way street.
No one likes being talked at. Yes, broadcast your message, but
remember to keep the lines of communication open in both directions.
When contacted, always respond quickly and sincerely. Be sure to mix
up your messaging and use a combination of content and offers.
07
PART TWO
LAYING THE
FOUNDATION
07
08
PART TWO: LAYING THE FOUNDATION
GETTING STARTED
Social marketing holds tremendous
opportunities for B2B companies
looking to drive new business and
increase revenue, but only if you
first develop a solid foundation and
an understanding of what makes
the world of social marketing tick.
No matter how complex your current
strategy is, you will want to re-visit it on
a yearly basis and make sure you have
everything you need to be successful.
Getting Started: Setting
Your Company Up for Success
in Social Marketing
Take a minute and fill out our checklist
to make sure you have covered all of your
initial basics.
F
My company has clear goals for social
marketing. Be as specific as you can and
keep these objectives in mind for every
initiative you execute. Assign a key team
of business stakeholders to discuss social
marketing priorities and strategy. It is
important to have a solid understanding of
your business’ personal social marketing
methodology and how your team will
execute in order to define metrics.
F
We have the human resources to
commit to social marketing. Before you
start your social marketing initiative ask
yourself if you can allocate the resources
needed. Social marketing is about real-
time response and continuously updated
information – both of which require
commitment and dedication.
F
We produce enough quality content
to sustain social marketing conversations.
Content feeds the social marketing beast.
Audit your existing marketing assets and
identify your thought leadership pieces.
Also make sure you put a plan in place
that will enable you to consistently produce
social marketing-worthy content, including
blog posts, infographics, videos, and
white papers.
F
We know which social media sites
are popular with our prospects and
customers. Do your research and focus
your energy and investments where your
audiences are.
F
Our company website is prepared for
social marketing attention. Before you
set up multiple social media profiles and
pages, make sure your own website is in
good enough shape to handle the attention.
F
We are ready to incorporate social
marketing strategies throughout the
buying process. Social marketing is not
just for the top of the demand generation
funnel. It’s important to monitor and track
your prospects and customers throughout
your sales pipeline.
F
We are committed to making every
campaign social. As you determine what
your campaign calendar looks like for the
next six months or a year, you want to
make sure that you have a plan to use
social to amplify every marketing tactic.
Whether you have just created a new
content piece or are running a demand
generation campaign, be sure to include
social sharing and create tactics within the
campaign that encourage relationship
building across your social landscape.
09
PART TWO: LAYING THE FOUNDATION
DEVELOPING A SOCIAL
MARKETING PLAN AND POLICY
Although it’s tempting to dive right into
the various social media sites out there,
you need to develop a social marketing
plan first. Creating goals and metrics
will help ensure that the time and
resources your organization invests
in social marketing are well spent.
It’s important to have guidelines that
structure your efforts and guide your
participants in the right direction.

Your B2B Social
Marketing Plan
Developing a social marketing plan is
similar to developing any other strategy.
While there is no standard approach, the
basic components can be addressed by
answering these simple questions:
• Who are you targeting with your
social marketing?
• How can you deploy social marketing
tactics for measurable success?
• What goals or objectives do you want
to accomplish?
Who are you targeting with
social marketing?
Prospects? Customers? Media?
All of the above? Once you’ve decided
on the targets, flesh out the defining
characteristics of each group. If you’ve
already read Marketo's The Definitive
Guide to Lead Nurturing, you know
about the importance of developing
buyer personas: a fictional character that
represents a target group. Start by listing
the characteristics you would have for
a typical buyer persona, but add a social
marketing dimension to it.
How can you deploy social marketing
tactics for measurable success?
Later in this guide we’ll address a number
of different tactics that you can employ
to achieve the business results you’re
seeking through social marketing. Select
a few that you think will have the most
impact on your organization and start
with those.
What do you want to accomplish
and what are your distinct action
items for each goal?
Social marketing requires time, effort and
resources. Take the tactics you’ve decided
on and associate clear goals, objectives
and action items for each one.
As with any new strategy, try and test
a variety of social marketing channels
and tactics to see which has the most
significant impact on your goals. For more
information on standard social marketing
tactics, objectives and metrics, go to
check out our Social Media Tactical Plan.
“Focus on how
to be social,
not on how to
do socia l.”
JAY BAER
Best-selling author
of ‘The Now Revolution'
10
PART TWO: LAYING THE FOUNDATION
CHECKLIST: PITFALLS
TO AVOID IN SOCIAL
MARKETING
F
Don’t dive into social marketing
unless you’re ready. You need objectives,
goals and ways to measure success and
accountability.
F
Don’t be a big brag. Know the
difference between becoming a thought
leader and endless self-promotion.
F
Don’t be afraid to try social marketing
because it doesn’t rely on the traditional
metrics you’re used to.
F
Don't be afraid of social media because
the ROI will be challenging. There are ways
to measure impact if you have a baseline
to start with. Additionally, the branding and
visibility you can achieve through it will
definitely impact your bottom line.
F
Don’t use social media sites as
advertising opportunities alone. Keep
your brand human on social media sites
and save your ad-speak for real advertising
or when you have a more significant
presence on social sites.
F
Don’t assume every social media site
is good for your business. Research which
social media sites your customers frequent
and how they prefer to consume content.
F
Don’t merely create social pages
and think you are done. Instead, dig
deeper and create a social presence
that resonates with your target audience
and promotes relationship building
and sharing.
“With the growing reliance
on social media, we no longer
search for news, or the products
and services we wish to buy.
Instead they are being pushed
to us by friends, acquaintances
and business colleagues."
ERIK QUALMAN
Best-selling Author
of Socialnomics
11
PART TWO: LAYING THE FOUNDATION
BUILDING YOUR SOCIAL
MEDIA SWAT TEAM
Social marketing takes time and
organizational readiness. To ensure
that you are getting the highest ROI
out of your social marketing strategy,
there needs to be a structure in place,
stakeholder buy-in, and a devoted
resource (or a few). Providing a solid
foundation to your social marketing
strategy will enable you to scale and
nurture your program as it evolves.
Stakeholder Buy-In
When determining your social strategy,
you will want to make sure that you have
executive support for your initiative, as
social marketing is time consuming and
you will need dedicated resources.
The more your stakeholders understand
and believe in the power of social
marketing, the more they will evangelize
throughout the company and support your
strategy. Depending on organizational
readiness this may be no easy task.
Here are some things you should keep
in mind when developing your path
to success:
• Illustrate competitors who are using
social marketing successfully
• Share some key insights and social
marketing statistics
• Highlight how social marketing can
be used for lead generation, creating
a customer community, thought
leadership, and even recruiting
• Create a report that monitors your social
marketing activity and point out some
possibly missed opportunities for
engagement based on your findings
• Share how you will determine ROI once
your initiative takes off
• Highlight low-cost benefits of engaging
through social marketing vs. traditional
advertising
“How can you squander even one
more day not taking advantage
of the greatest shifts of our
generation? How dare you settle
for less when the world has
made it so easy for you to be
remarkable?”
SETH GODIN
Best-selling Author
12
PART TWO: LAYING THE FOUNDATION
BUILDING YOUR SOCIAL
MEDIA SWAT TEAM
Creating a Social Media
Governance Board
In addition to your focused social media
staff, you will want to create a social media
governance board that is made up of
executives, stakeholders, Subject Matter
Experts, and key employee advocates.
This is the team that determines your
ongoing broad strategy goals, internal
training initiatives, and makes key
decisions around your social media
interactions. Your Governance Board
should meet on a monthly or quarterly
basis to re-assess and innovate on
processes and strategies.
Staffing Considerations
Social marketing takes effort, especially
if you want to work towards creating an
integrated campaign strategy. Therefore,
you will want to take resource allocation
into account when creating your plan.
How many resources you will need to
dedicate to social marketing will depend
on the following:
• Budget for new headcount
or intern availability
• Weekly social time commitments
• Strategic goals
• Number of platforms utilized
• Content strategy
• Current and future community size
Consider starting by dedicating one
full-time head count to social marketing
management. This person will spend his
or her time mostly on community
management, social messaging, content
creating, and planning. Resource
permitting, the next full time employee hire
should be someone dedicated to creating
content and who can serve as the
managing editor for all of your content.
13
PART TWO: LAYING THE FOUNDATION
BUILDING YOUR SOCIAL
MEDIA SWAT TEAM
Posts
• Twitter
• 1 post per hour from
• 4 influencer re-tweets
• Facebook
• 3-5 posts per day
• Google+
• 3-5 posts per day
• LinkedIn
• 2 posts per day
• Pinterest
• 4-5 pins per week
Monitor
• Check Twitter, Facebook,
and G+ for mentions or anything
that needs a response
• Respond to comments, customer
issues, questions etc
• Monitor throughout the day
Promote and engage
• Think of creative ways to promote
content, events, and engage fans
using pictures, infographics, stats,
memes, questions
• Track success of promotions
using Marketo Marketing Software
Influencer outreach
• Read influencer posts on Twitter
and other blog feeds and comment
Blog
• Create blog posts
• HTML edit blog posts so they are
formatted and ready to be published
Remember, the amount of work you will
have for your resource depends on your
strategy and company size. You will also
want your resource to work alongside your
demand gen team to create successful
campaigns. Social media is a huge part
of our marketing at Marketo, so we
dedicate a lot of time to creating our social
presence. For example, at Marketo 15% of
all marketing head count is focused on
social, content, and inbound. If your
company is smaller, you may not need to
dedicate as much time.
When you are searching for your Social
Media Manager, you want to look for a
person that is customer service oriented,
good at relationship building, is creative,
and a strong communicator. This person
does not need to be a Subject Matter
Expert, but he or she should be a “digital
native” – someone who grew up
entrenched in the internet and knows the
ins and outs of social media. He or she
doesn't need to be young, eg. the
proverbial 23 year old social media
manager, but fluency in online customs is
a must. Your Social Media Manager will be
on the front lines of your strategy and
will be interacting with customers and
prospects on a daily basis through your
online channels, so make sure you take
time to hire the right person.
“We’re living
at a time when
attention is
the new currency.
Those who insert
themselves into
as many channels
as possible look
set to capture
the most value.”
PETE CASHMORE
CEO & Founder
of mashable.com
A day in the life: Marketo's Social Media Manager
14
PART TWO: LAYING THE FOUNDATION
BUILDING YOUR SOCIAL
MEDIA SWAT TEAM
Organization-wide
Participation
You should also think about how you want
your employees to be engaging on social
networks. By having an open discussion
with your teams on utilizing social networks
to promote their personal brand as well as
their own, you can establish guidelines that
can help them become more active. Having
your thought leaders work in tandem with
your social marketing strategy is a great
way to further your social reach.
Create a social media policy
Determine how you want your employees
to participate in social media. At Marketo,
we have created a Social Media Policy
document that outlines what social
networks to participate in, how often, and
what the ground rules are. Don’t assume
that your employees will know how to
participate. Make it easily available to all
staff through your company Wiki, HR sites,
or even develop your own social media
microsite. Introduce it via a company-wide
email and consider creating posters that
advertise your policy and post them
throughout your offices.
Show them the WIIFM:
what’s in it for me
Your employees are busy, and it takes
effort and time to create a Twitter account,
post on Facebook, post on LinkedIn, and
create blog posts. So you have to show
your teams, what is in it for them–what are
the benefits of contributing to social media?
Here are some things you might want to
call out:
• Personal branding–get your
name out there
• Building relationships with sales leads
• Building customer relationships
• Helping your company be seen
as a thought leader
You might also want to consider
incentivizing social media contributions.
You can give out prizes for the employee
who tweets the most or contributes the
most blog content. Money motivates,
so this is a great way to get started.
Training, training, training
This is one of the most important aspects
of getting people involved with B2B social
media. At Marketo, we created Social
Media Month which consisted of weekly
workshops on social networks,
participation rules, blogging tips, LinkedIn
optimization for SEO, and social media
photo day. We also did a series of blog
posts that spoke to each social network
and discussed how employees can be
more active. By providing a structured
format for learning about social networks
your employees can be both well-informed
and pumped up and ready to be social.
“Create a social
media policy (be
it 3 pages like
Coca Cola or 50
like the military)
and trust your
employees to abide
to free them to
tell the stories
that engage.”
CC CHAPMAN
Author and content
expert