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© 2014 SAP AG or an SAP affiliate company. All rights reserved. 1
Last revised on October 20, 2014
GamePlan 2014
5 Tips … and 5 Extra Points For
Executing Your B2B Marketing StrategyNick Robinson
3
Set The Right Goals To Achieve The Right Results
Reach Engage
Convert
• New audience
• Impressions
• Targeted audience
• Social shares
• Clicks to drive
social referral
• Favoriting your
content
• Commenting on
your content
• Conversations
started
• Following you back
• Checking out your
reputation
• Landing page visit
• Content consumption
• Form completion
• Identified lead
• 1st appointment secured
• Closed sale
5
Don’t Focus On Counts. Focus On Activity.
Every social media
activity can be
monetized to show a
return on social impact.”
“1. Reach / CPM
2. Web Site Referrals
3. Customer Service Issue Resolved
4. Sales Opportunity Identified
5. Lead Form Completion
5 Activities To Monetize
7
Play 3: Do Not Focus On Social Media Follower Counts
More relevant followers
is better than relevant
followers.”
“
1. Follow people you want to
follow you back
2. Mention key people and brands in
your posting
3. Share social posts
4. Fish where the fish are
5. Post more content that gets more
shares and comments
5 Tips To Increase Fan Base
9
Expand Your Social Focus Beyond The Obvious
Most teams would be in
trouble if they only
knew one plan, so have
make sure you have
more than one play!”
“1. Master the social channels on which
your customers engage
2. Find the watering holes
3. Use more pictures
4. Blog and syndicate
5. YouTube, SlideShare, Pinterest,
5 Tips To Think Outside The Box
11
Develop Insights From Your Social Media Performance
Money ball works for
sports coaches and
social media strategy.”
“
1. Understand how each share,
comment, etc. maps to your goals
2. Identify the gaps between your goals
and performance
3. Understand what each metric
indicates
4. Understand how to improve each
metric to help you close the gaps
4 Ways To Use Social Insights
13
Audit & Optimize Your Online Customer Touch Points
Putting yourself in front
of the right people at the
right time on the right
social media channel will
help you build your solid
relationships ”
“1. Email signatures
2. Websites
3. Prominent “Follow Us”
4. Links and cross-channel mentions in
blogs
4 Key Online Touch Points
15
Audit & Optimize Your Offline Customer Touch Points
Tell customers how you
want them to engage with
you on social media.
Make it easy!”
“1. Hashtags
2. Bit.ly links (bit.ly/HeadlineHere)
3. Add your name to your channels
(Facebook/YourCompanyName)
3 Key Offline Touch Points
16© 2014 SAP AG or an SAP affiliate company. All rights reserved.
Get your coworkers to participate.
17
Enable Your Employees To Spread the Word
Your biggest evangelists
are your employees. So,
spend some time showing
them what to say and how
to say it!”
“1. Social Media Office Hours
2. Internal training sessions
3. Set up governance
4. Gamify the activity
5. Use a tool like EveryoneSocial
5 Enablement Ideas
18© 2014 SAP AG or an SAP affiliate company. All rights reserved.
Engage and converse with your fans.
19
Have A Social Conversation With Your Customer Base
You can’t have a
conversation unless
someone starts it. So,
start a social one with your
customer base.”
“1. Respond to customer inquiries as
soon as possible
2. Master social media conversation –
Twitter, LinkedIn, blogging
3. Amplify content, listen, and respond
3 Enablement Ideas
20© 2014 SAP AG or an SAP affiliate company. All rights reserved.
Listen to your fans and followers.
21
Listen For The Customer Buzz
You can’t create relevant
messaging or marketing.
Until you listen first to what
others are saying.”
“1. Set up Google Alerts
2. Use Feedly to set up RSS feeds
3. Use HooteSuite to listen to keyword-,
hashtag- and mention-based buzz
4. Use Twitter lists for companies and
influencers
5. Read your social media feeds
5 Listening Tips