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Social Media Marketing
B2B Marketing &
The Social Media
Value Chain#SocialMediaB2B
Trevor Dufresne@TtotheDufresne
Morgan Davis@Morgan_KEC
Social Media
Value
The B2B Social Media Value Chain
Recommend
ations
Question
Business to
Business is
about the
people
Social Media Value
End user education
Public Relations
Search Engine
Optimization (SEO)
Influence
Monitoring
Calling out prospects
The Social
Media Value
Chain
Exposure
Total number of visits directed from
social locationsNumber of fans, followers, friends
Brand recognition
Acknowledgemen
tProspect acknowledgement
Total visitsWhere they came from
When they got there
How they got there
Measure the conversion rates from visitor to active participator
Conversation
ConversationMeasurement
Numbers
Total users
Mentions
Links
External traffic
ConversationActivity type
Sharing
Posting
Developing content
Blog
Video
Reviews
ConversationPrivate/Public Platforms
Personal blogs
Public blogs
Linked in
Youtube
ConversionDemonstration of Commitment
Subscriptions
Reactions
Reviews
Comments
Shares
Response
Provide the information they need
Demonstrate value
Build the relationship
Purchase
What % of the users become buyers?
AdvocacyIdentification of people of influence
Find their platforms
Find their audience
Influence
Engage them
Create value for them
Promoting our message
Communicating with them
Inviting them to discuss on their platform
Recommendation
sHave a clear objective
Being there is not enough
Say something of value
Support campaign with content on
website
Forge Social media partnerships
Questions and
Answers
All images taken from Google Search and Flikr under
Creative Commons license
Thank
You
Recommended