CASE STUDY: How to create a ROI-focussed social content framework for lead generation

1. How to create a ROI-focussed social content
framework for lead generation
Kelvin Lee, Director of Social Media for Financial & Risk
@iamkelvinlee @thomsonreuters #B2BSummit15

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Aachen Germany, 1847

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Video:
@iamkelvinlee #B2Bsummit15

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5. Google & CEB Marketing Leadership Council
“Today's business buyers
do not contact suppliers
directly until 57% of the
purchase process is
complete.”
Source – survey of 1500 business leaders involved in purchase for 22 large B2B
organisations
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6. Top 5 Areas for Increased Spending
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Credit: Salesforce 2015 State of Marketing Report
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7. Key Challenges that B2B Businesses Face on
Social Media in 2015
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Credit: How B2B Businesses Are Tackling Social Media In 2015
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8. Our Social Content Program Result Highlights
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Average Blog page view ,YoY
190%
Average Bounce rates
15%
Average time spent on
Blog page
35%
LinkedIn followers acquired in last
12 months
9500+
Nbr of in-house experts on
content roster:
25+
Percentage of LinkedIn
followers gained from organic
growth (rather than paid)
75%
Leads traffic attributed
to social , YoY
25%
Nbr of frontline and business
development colleagues who have
opted in to social selling content
1050+
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9. Power Up Your
Social Content Approach to Deliver ROI
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Senior Level Engagement
Distribution
Paid Amplification
Employee Advocacy Content Plan
Collaboration
Optimization
Measurement
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10. Source: UsefulSocialMedia – State of Corp Social Media 2014 Infographic
How social is your CEO?
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11. Aim to have at least one of your senior leads
on board.
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Opportunities to:
 Demonstrate commitment
 Humanise the organization
 Be an industry thought-leader
Consider:
 Training
 Play on ‘envy’
 Partner up

12. More will come.
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Measuring:
Effectiveness of content
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14. Ability to measure social ROI
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Credit: How B2B Businesses Are Tackling Social Media In 2015
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15. B2B Social Metrics
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Credit: Salesforce 2015 State of Marketing Report;
Eloqua Content Marketing Grid Infographic
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Metrics most commonly used
Range of Key Performance Indicators

16. Start with the basics:
Example of a Content Scorecard.
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Reach Engagement Conversion
Content Piece Unique
Page Views
Total Nbr of
Shares
Time Spent
on Page
Bounce
Rate
LinkedIn
Engagement
Rate
Visits to
Landing Page
Realized Data
Capture
Benchmarks (Ave) 1000 300 4:00 mins 75% 1.1% 150 30
M&A is back, but
how long will the
boom last?
1500 500 2:30 mins 65% 2.5% 200 75
What drives your
organization’s risks?
800 150 4:30 mins 91% 0.89% 80 10
Behind the curtain of
big data modeling
2000 400 4:00 mins 75% 1.1% 150 75
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17. Did someone mention social analytics?
“In 2014, social media
marketing got dramatically
sophisticated. In 2015,
social analytics will be the
primary focus.”
– Adam Schoenfeld, CEO SimplyMeasured.
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18. It’s a crowded marketplace.
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19. Social Content: Effectiveness vs. Difficulty
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20. Content Marketing Matrix
20Source: Smart Insights & First10

21. Checklist: Content Planning
 Define your target audience – reading behaviours, social
channels, events, interests, motivations, pain points, where and when
he/she is likely to consume this content
 Define a list of your market’s macro themes
 Conduct an audit of your competitors’ content
 Leverage business and content partners
 Listen and involve your sales teams
 Implement your brand tone of voice and guidelines
 Band together a content taskforce involving cross functional roles
(marketing, sales, data, research teams etc.)
 Draw up a content calendar, identify potential authors, design &
create visual assets
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22. Beef up your company blog – it can be your
foundation of your lead generation activites.
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23. Power-Up Your Headlines
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24. The visual is the
new headline.
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REUTERS/Daniel Munoz

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29. “If content is king, then
distribution is King Kong.”
– Luke Kintigh, How IntelIQ does content promotion
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30. ‘Play’ Across All Channels
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Charts from Annual Research 2015: Content Marketing Budgets, Benchmarks and Trends –
Content Marketing Institute, MarketingProfs, BrightCover
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31. Twitter
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32. LinkedIn
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33. Publish with intent to strike up a conversation.
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34. YouTube:
Interviews, Animated Graphics, How-To Vids
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35. Instagram? Yes!
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36. Checklist: Organic Social Distribution
 Focus on one or two channels which shows the greatest response
rates.
 Test different copy to identify what creative and copy has the
greatest impact.
 Analyze your desired post-click actions, such as subscriptions or
bounce rate, against each social channel that drives it.
 Allocate budget and targeting according to the patterns you’re
seeing across time, channel and device.
 ‘B2C platforms’ such as Facebook, Instagram, Periscope can’t be
ignored.
Your goal is to discover the top 10% content.
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10%
90%!
The 90/10 rule:
10% of content
drives 90% of traffic
and engagement.
– SimpleReach
Content
Traffic/
Engagement

38. ‘Paid social’ is getting serious.
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Charts from Annual Research 2015:
Content Marketing Budgets, Benchmarks and Trends –
Content Marketing Institute, MarketingProfs, BrightCover
Credit: How B2B Businesses Are Tackling Social Media In 2015

39. A Paid Social Experiment
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Results over 1 week on
a budget of £1000: 130+
quality prospects.
Organic
Campaign
Paid Campaign
Landing Page

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41. Employees Advocacy via Social
‘Just 60 employees
can increase your
company’s reach
by 1000%’ - GaggleAmp
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42. Image Credit: Let’s Paint Our World by 0ziriz
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43. Checklist:
Rolling out a social sharing program
 Produce a set of social media sharing guidelines
 Obtain buy-in of senior sales managers
 Collaborate with team members and sales colleagues to listen and
understand what types of content they would be willing to share with
their prospects
 Conduct training sessions, uncover advocates and champions
 Distribute a regular ’Post of the Day/ Week’ with approved content.
 Leverage and pilot social sharing platforms, such as
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45. Collaboration Checklist:
 Set up a ‘Social Media Taskforce’ group – a
forum to exchange ideas and gather feedback.
 Map social into all other activities, not just
online.
 Involve sales, marketing, PR, IT, Product
Development
 Provide transparency to upcoming content
 Share what’s working on and what’s not – be
transparent on results
 Keep your senior sponsor(s) updated with
progress.
 Move fast, test, scale.
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46. 8 Tips to Power Up Your
Content Approach to Deliver Social ROI
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Senior Level Engagement
Distribution
Paid Amplification
Employee Advocacy Content Plan
Collaboration
Optimization
Measurement
Start with 1, then leverage on ‘envy’
Obtain agreement on a
list of 3 to 5 metrics
Find your top 10% performers
Visual is the headline.
Play across all channels - both online and offline.
Bet big on your top 10%
Train, empower, expand
Move fast, test, scale.

47. One more thing.
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Kelvin Lee
Director of Social Media, Financial & Risk
@iamkelvinlee @thomsonreuters
linkedin.com/in/iamkelvinlee