1. 5 TIPS FOR
IMPROVING B2B SOCIAL MEDIA ROI
ANOL BHATTACHARYA

2. GETIT COMMS
MARKETING SOLUTIONS FOR HI-TECH & TELCO COMPANIES
• CONSULTANCY
• CUSTOM CONTENT CREATION
• DELIVERY, DEPLOYMENT
& ENGAGEMENT SOLUTIONS

3. www.B2Bento.com

4. #1. FISH WHERE THE FISHES ARE
PROSPECTS - WHERE ARE THEY IN SOCIAL MEDIA?
NO
FISHING

5. Marketers
Social Media
Bandwagon

6. Blah Blah
Blah Blah I can has Fans?
Blah
Social Media Douche-bag Expert

7. Ch
a-C
hin
g!

8. Few months later....

9. 4 Followers
• Mom
• Dad
• Neighbor's dog

10. Where is love?!

11. PROSPECTS - WHERE ARE THEY IN SOCIAL MEDIA?

12. PROSPECTS - WHERE ARE THEY IN SOCIAL MEDIA?
Outbound Analysis

13. PROSPECTS - WHERE ARE THEY IN SOCIAL MEDIA?
Inbound Analysis

14. *data for illustration purpose only
500
375
250
125
0
Total Facebook LinkedIn Twitter

15. *data for illustration purpose only
500
375
250
125
0
Total Facebook LinkedIn Twitter

16. *data for illustration purpose only
500 500
375
333
Informal connections!
250
167
125
0 0
LinkedIn Facebook Twitter Forums Industry Blog Youtube
Total Facebook LinkedIn Twitter DD Engage Client

17. #2. WHO IS MOVING MY CHEESE?
INFLUENCER MAPPING
We’d like to talk
to you about
CHEESES
Church Mouse

18. *data for illustration purpose only
INFLUENCER MAPPING
• Who are talking about your product(s)?
• Who are talking about your product category?
• Who are talking about your competitors?
• Where are the social media watering holes?

19. *data for illustration purpose only
INFLUENCER MAPPING
• Who are talking about your product(s)?
• Who are talking about your product category?
• Who are talking about your competitors?
• Where are the social media watering holes?
Top Influencers (Apart from FB,Twitter, LI and YouTube)
Sen$ment Influence Country
8% 3%4%
2% 3% newsblaze.com 83.3%
(+) 6 Philippines
3%
1%
Australia blog.china.alibaba.com 100%
(+) 6 China
China (+HK) arnnet.com.au 100%
(+) 6 Australia
23% India
Indonesia audiokarma.org -­‐-­‐ 4 Sri
Lanka
Thailand my.ktvu.com -­‐-­‐ 4 China
54% Japan
Malaysia blog.engglib2.upd.edu.ph 100%
(+) 4 Philippines
Philippines asia.tmcnet.com 100%
(+) 6 Asia
Vietnam

20. #3. IGNITING CONVERSATION
CONTENT STRATEGY
And it’s
Wireless too

21. BE REMARKABLE
IGNITE CONVERSATIONS
remarkable
adjective
worthy of attention; striking

22. CONTENT FOR SOCIAL MEDIA
USE HUMAN LANGUAGE
IT’S ABOUT ‘THEIR’ BUSINESS CONTEXT, NOT YOUR PRODUCT
AVOID GOBBLEDYGOOKS
“next generation,” “flexible,” “robust,” “world class,”
“scalable,” “easy to use,” “cutting edge,” “mission
critical,” “market leading,” “industry standard,”
“turnkey,” “groundbreaking,” “interoperable,” “best
of breed,” “user friendly,” etc.

23. #4. EVERYTHING IS RELATIVE
BENCHMARKING METRICS
Trivia : Einstein first thought of ‘Relativity Theory’
at a FAST food restaurant queue

24. *data for illustration purpose only
COMPETITIVE BENCHMARKING Cisco Tandberg Polycom Avaya Radvision
VIDEO CONFERENCING 5%
• Competitive Benchmarking : 7%
Cisco + Tandberg vs. Polycom+ Radvision + Avaya 4%
• Keywords (*mandatory keyword) 7%
Cisco:"video"conferencing,"telepresence,"tp,"cisco*""
Tandberg:"video"conferencing,"telepresence,"tp,"Tandberg*""
Polycom:"rpx,"otx,"atx,"hdx,"cma"desktop,"qdx,"vvx,"rmx,"dma,"polycom*"
Avaya):"video"conferencing,"avaya*"
Video"Conferencing"(Radvision)"Keywords:"video"conferencing,"scopia,"radvision*" 77%
• Country"data"aggregated:""
Australia, India, Indonesia, Korea, Malaysia, New Zealand, Philippines,
Singapore
Australia Cisco + Tandberg
India Polycom + Avaya + Radvision
Indonesia
Korea
Malaysia
New Zealand
Philippines
Singapore
Total
0 175 350 525 700

25. #5. THE HOLY GRAIL
CONVERSION TRACKING
Not ‘Gruel’, stupid!
I said find the
GRAIL!

26. ROI - THE HOLY GRAIL: CONVERSION METRICS
SOCIAL ANALYTICS - WEB ANALYTICS
http://youtu.be/R3oMvpwifUo
googleanalytics

27. CONVERSION METRICS
CAMPAIGN AND URL TAGGING
1. CREATE GOAL

28. CONVERSION METRICS
CAMPAIGN AND URL TAGGING
1. CREATE GOAL
Thank you page

29. CAMPAIGN AND URL TAGGING
2. TAG URL
http://b2ben.to/o3EcOH?utm_medium=socialmedia&utm_source=twitter&utm_campaign=ebookv2
Short URL Medium Source Campaign

30. CAMPAIGN AND URL TAGGING
2. TAG URL
Google Analytics URL Builder: http://goo.gl/bCkQ3
http://b2ben.to/o3EcOH?utm_medium=socialmedia&utm_source=twitter&utm_campaign=ebookv2
Short URL Medium Source Campaign

31. CAMPAIGN AND URL TAGGING
3. CREATE SHORT URL

32. CAMPAIGN AND URL TAGGING

33. CAMPAIGN AND URL TAGGING

34. ANOL BHATTACHARYA