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B2B Digital Marketing: Best Practices
Three Pronged Approach: Paid-Owned-Earned Media
EARNED MEDIA
OWNED MEDIA
PAID MEDIA
Key trends highlighted in the report include:
• Nearly half of B2B services marketers plan to increase their budgets in 2013, with services companies more likely to see increases rather than product and service companies
• Marketers are increasing investment in technology, with lead management, social media, and web analytics on the top of the list
• Marketers will continue to increase their content development and brand/communications budgets to support thought leadership marketing
• The most significant marketing budget change is in digital marketing, with 76% of marketers planning to increase their digital marketing budgets
• In order to stay ahead of their customers, marketers need to:•Enable thought leadership selling•Readjust the online and offline marketing mix, update skills, and re-examine marketing priorities•Capitalize on marketing technology
ITSMA Report: 2013 Budget Allocations and Trends
Marketing Challenge as Consumer Media habits Shift
We live in a multi-screen economy
Tough to engage with TG with fragmented attention
The customer journey is dynamic
Communication is real time
Leading brands have already begun to integrate media
Paid Media Owned Media
Earned Media
CONVERGED MEDIA
Sponsored Advocates
SharedBrand
Content
Promoted Brand
Content
Promotion by Ads
Organic Conversations
Corporate Content
A Closer look into Each Media Types
Paid SearchVideo Ads
Display Banners
SponsorshipMobile Display
Banners
Paid Content
Promotion
Branded Website
Branded Social Channels
Micro siteAnd Landing pages
SEO
Email Marketing
Word of MouthPress Coverage
Bloggers relationship
UGC in
Social Media
Social Media
Listening
OWNED
PAID EARNEDDrives Volume
Instructs where to amplify
How Media types Influence and Enable each others
Owned Media : How to Create Compelling Corporate Content
1. Build a Buyer Persona: What are the Biggest Problems they are trying to Solve?
What do they need the most? What Information are they typically Searching for?
What Trends are Influencing their Business or Personal Success?
2. Conduct a Content Audit:
3. Map Content to the Buying Cycle:
Type of Content Topic Covered Buyer Persona
Date Created Downloads/Views/Leads
Buying Cycle
AWARENESS
RESEARCH
COMPARISON
ACTION
Company website, Blogpost, Social media updates, SEO
Whitepapers, Webinars, Industry reports
Case Studies, Demos, Benchmarking tools
Analyst report, Detail information
Owned Media : Example:: Genpact
Action Genpact launched it’s new positioning mid of 2012
Build collaterals, new website, Blog, and microsites using new positioning and according to their target audience persona (CFO, CPO, COO etc)
Disseminate these contents/collaterals through social media, SEM
Results Genpact’s collaterals download increased multiple times
Site traffic visit and blog visit increased with decent numbers
Genpact gained better Share of Voice in social media
Paid Media : Key Imperatives
1. Know your Territory: There are a lot of places to buy ads, with each site having its own strengths and weaknesses. To start with, you should understand some of the major types of paid advertising (to be discussed in next slide)
2. Create a Content led Approach: 3. a) Segment content and target based on priority, business need, etc.
b) Drive traffic to the **landing page /Microsite /website, where the content is available via download. ** Use A/B testing, incorporate clear Call to Action.
3. Continually analyze results to hone future communications: a) Review results regularly.b) Plan your budget accordingly for the long haul.
Display AdGoogle Adwords
LinkedIn banner AdSpo
nso
red
tweets
Sponsorship
Retargetin
gContentSyndication
Paid Media : Planned Channel Mix
Connect target withrelevant content and capture lead information.
Reach specific audiencesin a one-to-one environment.
Deliver contextual relevance and drive engagement.
Capture immediate demand in market andcapture lead.
Role Tactics
Whitepaper downloadsOnline webinarsCost per lead buys
Direct Publishers List BuysNewsletter SponsorshipRich Media Email
Target relevant publishersRe-targeting off micro-siteAudience Buying
Targeted KeywordsContextual Text AdsMobile Search
Paid Search
DisplayBanners
ContentSyndication
Earned Media : Enable others to Tell your Story
1. Identify the Evangelist: Six types of Evangelists
IBM Mainframe: The art to sell Video series entertainsConsumers, spread virally. Practical perspective for the Midsize Businesses GE Transformers apps proves vey useful
to Eng community
IBM Mainframe: Entertain IBM SMB: Inform and Educate
GE: Provides Utility
2. Create a Social Object: Identify the passion among your Evangelists. Ex: shared cause, interest and unique product offerings etc and create a theme or story that are worth sharing.
Present or Potential Evangelists
Present or Past
Customer or Prospect
End Customer
Analyst or Influencers
Partner
Employees
Enthusiasts
Earned Media : Enable others to Tell your Story
3. Empower Evangelists to tell your story: BRAND-FAN-ADVOCATES stages need scale.
Consumer Generated Content
Conversation
Collaboration
Community
Collective Intelligence
Ease of ImplementationEasy Difficult
Ease ofUnderstanding
Visible
Invisible
5 Core Social Dynamics
Consumer Generated Content
Conversation Collaboration Community Collective Intelligence
Tools YouTube, Slideshare, Blog, Flickr, scribd
Twitter, LinkedIn, facebook
Salesforce, SocialText
Jive, Lithium
Dell Journey of empowering Evangelists
Dell blogs across their offerings to educate and enable people to post content
Dell small business facebook pagestructured for social media resources. More than 60K Fan
Dell support community to increase customer satisfaction and drive down support cost
Dell Tech center. A community aroundIT and technical solutions
Dell Ideastorm: A user driven community to listen to customer’s idea on product development
Earned Media : Example :: Intel Tablet Smart Squad Program
The company paid influencers to share content
Across their networks
121 Pieces of content created by
influencers
9,314 Average actions per piece
of content
1.1m Social interactions
24 Influencers commissioned to
create content
How Intel paid Influencers to ignite earned, and drive traffic back to owned
Lesson Learned
Influencers tell a better story, enable them to do so.
Use Influencers with every Program
Listen to Influencers
Social scale comes with Technology
Intel’s iQ Social Publishing an industry first for curate content that is grabbing Intel’s collective attention.
13
The iQ experience is comprised around social
algorithms that curate content shared by Intel
employees as well as owned and industry content. It is
then filtered through a touch design based on the insights generated through all data in aggregate.
Converged Media (Paid-Owned-Earned Media) : Example :: Intel’s IQ
Use analytics to accurately reflect the Dynamic Customer Journey
14
Traditional Attribution Model Dynamic Attribution Model
Recommended Analytics Tools
Purpose Tools
Web visitor behavior
Google analytics, Compete, Omniture,
Social Media Listening
Radian6
Account specific Targeting
Demand base, Leadformix
Marketing Automation &Analytics tool
Hubspot, Eloqua
Campaign Tracking Hubspot, Marketo, Eloqua, Leadformix
Execution Workflow: Coordination Paid-Owned-Earned
Reporting and Analysis
Content strategyPublication across
all Channels
EngagementAmplificationPaid-Earned-Owned
Restructuring
Real Time Measurement
& Iteration
Reporting & Analysis
InvestigatePaid-Earned-Owned activities
Listen and observe
Listen to Competitors
Content Strategy
Assess Content strategy-Persona, Segment, Buying cycles, source information
What message represents, reflects and speaks for the Brand.
Publication across all channels
Execute contents across all channels.
Internal readiness, Governance, tools to support publications
Engagement
Must identify where and what influencers are talking.
Take part in ongoing discussion with influencers and position content contextually.
Amplification
Leverage converged media to influence and amplify Paid-owned-earned media.
Explore Paid ads to promote Owned and Earned.
Restructuring
Messaging must change and evolve in real time to meet the needs.
Leverage tools to customer collaboration and involve them.
Let’s Collaborate and Explore more…
Soumitra Ranjan Sen
Digital Marketing Strategist
Twitter: @sensoumitraLinkedIn: in.linkedin.com/in/soumitrasen
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