Benjamin Ellis - B2B Social Media Business Case

Benjamin Ellis @benjaminellis

http://redcatco.com/blog

http://socialoptic.com/blog

Isn’t a Business Case

It's a hobby

If it's not creating business value

““BUY MY STUFF”BUY MY STUFF”

is NOT marketingis NOT marketing

Everyone wants to buy...Everyone wants to buy...

...no-one wants to be sold to...no-one wants to be sold to

#Fail#Fail

Transitional MediaTransitional Media

Traditional | Digital | Social interruption > engagement > advocacy

you can't buy attention anymore

You: Customer

Me: Brand

SOCIAL MEDIA IS AN UMBRELLA TERM THAT DEFINES THE VARIOUS ACTIVITIES THAT

INTEGRATE TECHNOLOGY, SOCIAL INTERACTION, AND THE CONSTRUCTION OF WORDS, PICTURES,

VIDEO AND AUDIO _wikipedia_

Social What?Social What?

CommunityCommunity

Is where the value is...Is where the value is...

BuildBuild

Building a CommunityBuilding a Community

BuyBuy JoinJoin

Resources

You’ll need everything you can lay your hands on.

What’s your marketing What’s your marketing R&D strategy?R&D strategy?

experimental > coreexperimental > core

Return on InnovationReturn on Innovation

ImpactImpact

Objectives: Financial MetricsAlso: Behavior/Belief - Engagement/Interaction

VenueVenue

A fisherman in the desert is going to A fisherman in the desert is going to be a hungry fishermanbe a hungry fisherman

“I seeYou”

Evidence

We'll know it happened because...

...We’ll know it when we see it.

Be careful what you measure

http://milestoneplanner.com/

The Best Strategy?

Think Big Move Fast Act Small

The The RisksRisks

http://redcatco.com/blog/marketing/dominos-pizza-why-everyone-is-in-pr-now-and-employee-engagement-matters/

Grew family business from $4 million to $50 million• $15,000 in Direct Mail = 200 new customers• $7,500 Billboard Ad = 300 new customers• $0 (Twitter/@garryvee) = 1,800 new customers

But: TIME and TALENTNB: businesses often offset skills shortage with excess cash

Gary Vaynerchuk

The The RewardsRewards

FirstFirst ActionAction

Think BigThink Big

Act SmallAct Small

Move FastMove Fast

The BIGGEST ROI question:

Are your prospects, competitors or customers active on Social Media?

Not being there is likenot having a telephone

If they are…

What is It?

Benjamin Ellis @benjaminellis