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© Digital Vidya




  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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© Digital Vidya




  B2B Business Implication
Multiple Decision Makers/Influencers




                                                  • Multiple People
                                                  • Multiple Searches
                                                  • Multiple Concerns




                           www.digitalvidya.com
© Digital Vidya




www.digitalvidya.com
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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




                   www.digitalvidya.com
© Digital Vidya




   Important Action Items
 Professional   Networking
    Update    Corporate Section
    Everyone    on LinkedIn (Active & Participating)
 Relevant   Discussion Forums
 Start   Listening on “Twitter”

      360 Degree Online Presence
                     www.digitalvidya.com
© Digital Vidya




          Set Right Objective...
Long Term

     Generating traffic from Social Media
     Branding & Sales

     Creating thought Leadership

     Create Sustainable Lead source




            360 Degree Online Presence

                            www.digitalvidya.com
© Digital Vidya




   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
                     www.digitalvidya.com
© Digital Vidya




 Options to Create Game Plan

 Few   Resources, Immediate but Limited Results
 More   Resources, Higher Gains but Long Term




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© Digital Vidya



  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




                              www.digitalvidya.com
© Digital Vidya



  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%




                               www.digitalvidya.com
© Digital Vidya



  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.




                                www.digitalvidya.com
© 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%




                                www.digitalvidya.com
© Digital Vidya




                          Thank You!
                           www.digitalvidya.com




twitter.com/mydigitalvidya | facebook.com/digitalvidya | info@digitalvidya.com
                               www.digitalvidya.com

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How to Create a Successful Social Media Marketing Action Plan for B2B Business

  • 1. © Digital Vidya Social Media Marketing Bootcamp Session - How to create a Successful Social Media Marketing Action Plan? www.digitalvidya.com
  • 2. © Digital Vidya Action Plan Endless Communications! Multiple Channels! Limited Time :-( How can I create a workable plan? www.digitalvidya.com
  • 3. © Digital Vidya 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 www.digitalvidya.com
  • 4. © Digital Vidya It’s Addictive! Selling drugs require high level of integrity! Do not avoid it. Discipline yourself. www.digitalvidya.com
  • 5. © Digital Vidya Keep track of %age of time you are spending on Social Media for Business It’s OK to Drift - Bring yourself back www.digitalvidya.com
  • 6. © Digital Vidya Information Overload - Do not aim for 100%! Stay focused on “Relevancy” and “Credibility” www.digitalvidya.com
  • 7. © Digital Vidya Prefer “Moderating” over “Leading” www.digitalvidya.com
  • 8. © Digital Vidya Set the “Objective” Right www.digitalvidya.com
  • 9. © Digital Vidya Marketer’s View Social Media Marketing Lead Generation Restricted View www.digitalvidya.com
  • 10. © Digital Vidya Online Marketer’s View Social Media Acquisition or Visitors Leads Sales Retention Again a Restricted View www.digitalvidya.com
  • 11. © Digital Vidya B2B Business Implication Rationalized Decision Process • Longer Sales Cycle • Multiple Touch Points • Phased Approach www.digitalvidya.com
  • 12. © Digital Vidya B2B Business Implication Multiple Decision Makers/Influencers • Multiple People • Multiple Searches • Multiple Concerns www.digitalvidya.com
  • 14. © Digital Vidya 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 www.digitalvidya.com
  • 15. © Digital Vidya Set Right Objective... Short Term  Support in Lead Conversion  Support in Lead Qualification  Limited Lead Generation www.digitalvidya.com
  • 16. © Digital Vidya Important Action Items  Professional Networking  Update Corporate Section  Everyone on LinkedIn (Active & Participating)  Relevant Discussion Forums  Start Listening on “Twitter” 360 Degree Online Presence www.digitalvidya.com
  • 17. © Digital Vidya Set Right Objective... Long Term   Generating traffic from Social Media   Branding & Sales   Creating thought Leadership   Create Sustainable Lead source 360 Degree Online Presence www.digitalvidya.com
  • 18. © Digital Vidya 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 www.digitalvidya.com
  • 19. © Digital Vidya Options to Create Game Plan  Few Resources, Immediate but Limited Results  More Resources, Higher Gains but Long Term www.digitalvidya.com
  • 20. © Digital Vidya 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 www.digitalvidya.com
  • 21. © Digital Vidya 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% www.digitalvidya.com
  • 22. © Digital Vidya 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. www.digitalvidya.com
  • 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% www.digitalvidya.com
  • 24. © Digital Vidya Thank You! www.digitalvidya.com twitter.com/mydigitalvidya | facebook.com/digitalvidya | info@digitalvidya.com www.digitalvidya.com