How to create a ROI-focussed social content framework for lead generation Kelvin Lee, Director of Social Media for Financial & Risk @iamkelvinlee @thomsonreuters #B2BSummit15
How to create a ROI-focussed social content framework for lead generationKelvin Lee, Director of Social Media for Financial & Risk @iamkelvinlee @thomsonreuters #B2BSummit15
2Aachen Germany, 1847
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Video:
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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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Top 5 Areas for Increased Spending
Credit: Salesforce 2015 State of Marketing Report
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Key Challenges that B2B Businesses Face on Social Media in 2015
Credit: How B2B Businesses Are Tackling Social Media In 2015
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Our Social Content Program Result Highlights
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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Power Up Your Social Content Approach to Deliver ROI
Senior Level Engagement
Distribution
Paid Amplification
Employee Advocacy Content Plan
Collaboration
Optimization
Measurement
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Source: UsefulSocialMedia – State of Corp Social Media 2014 Infographic
How social is your CEO?
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Aim to have at least one of your senior leads on board.
Opportunities to:Demonstrate commitmentHumanise the organizationBe an industry thought-leader
Consider:TrainingPlay on ‘envy’Partner up
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More will come.
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Measuring:Effectiveness of content
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Ability to measure social ROI
Credit: How B2B Businesses Are Tackling Social Media In 2015
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B2B Social Metrics
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
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Start with the basics: Example of a Content Scorecard.
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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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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It’s a crowded marketplace.
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Social Content: Effectiveness vs. Difficulty
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Content Marketing Matrix
Source: Smart Insights & First10
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Checklist: Content PlanningDefine 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’ contentLeverage business and content partnersListen and involve your sales teamsImplement your brand tone of voice and guidelinesBand 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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Beef up your company blog – it can be your foundation of your lead generation activites.
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Power-Up Your Headlines
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The visual is the new headline.
REUTERS/Daniel Munoz
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“If content is king, then distribution is King Kong.”
– Luke Kintigh, How IntelIQ does content promotion
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‘Play’ Across All Channels
Charts from Annual Research 2015: Content Marketing Budgets, Benchmarks and Trends – Content Marketing Institute, MarketingProfs, BrightCover
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Publish with intent to strike up a conversation.
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YouTube:Interviews, Animated Graphics, How-To Vids
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Instagram? Yes!
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Checklist: Organic Social DistributionFocus 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
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‘Paid social’ is getting serious.
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
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A Paid Social Experiment
Results over 1 week on a budget of £1000: 130+ quality prospects.
Organic Campaign
Paid Campaign
Landing Page
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Employees Advocacy via Social
‘Just 60 employees can increase your company’s reach by 1000%’ - GaggleAmp
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42Image Credit: Let’s Paint Our World by 0ziriz
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Checklist: Rolling out a social sharing program
Produce a set of social media sharing guidelinesObtain buy-in of senior sales managersCollaborate 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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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
DevelopmentProvide transparency to upcoming
contentShare what’s working on and what’s not –
be transparent on resultsKeep your senior sponsor(s) updated
with progress.Move fast, test, scale.
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8 Tips to Power Up Your Content Approach to Deliver Social ROI
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.
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One more thing.
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Kelvin LeeDirector of Social Media, Financial & Risk@iamkelvinlee @thomsonreuterslinkedin.com/in/iamkelvinlee