Social Media Marketing Strategy in B2B services company majorly in ER&D t addresses critical needs in key sectors – infrastructure, construction, defense, hydrocarbon, heavy engineering, power, ship-building, aerospace, electrical & automation, mining and metallurgy.
2. Setting SMART goals
for social media
• Strategic measures
– Increase brand equity : CSAT
– Improve reach and so leads and sales
• Tactical measures
– Share of voice, sentiment
• Operational measures
– Fans, Followers, Shares, Contribution
– Site referred visits, leads and
MDI, Gurgaon Mayank Kashyap, EPGPM 17
3. Choose Your Social Networks
• Discover where audience actively participates on social media
to uncover biggest area of opportunity
• What Networks Get The Most Traffic?
• What Networks Are Most Popular Among Competition’s
Followers?
• Consolidate Your Preferred Social Networks
• Create a master social media accounts list that makes sense
for your business that includes the networks where your
audience is already active.
• Make Your Social Media Promotion Plan
MDI, Gurgaon Mayank Kashyap, EPGPM 17
4. Short-term (12 month) Strategy
Create Visibility:
Look to expand Intuit’s footprint and
presence.
.
.
Create/nurture social properties across relevant channels
Engage existing and potential employees/talent
Brand L&T technology
services Ltd as one of
the best companies to
work for
Grow
Engage
Leverage
Generate Traction:
Build and nurture a community of
well engaged fans, in the form of
employees and potential talent.
Develop Brand Persona:
Implement campaigns that will
entice the TG and will position Intuit
as one of the best places to work.
MDI, Gurgaon Mayank Kashyap, EPGPM 17
5. BRANDS
Demolition & Scrap
Products Services
Agriculture
Products Services
Construction
Products Services
Forestry
Products Services
INDUSTRIES
Marine
Products Services
Mining
Products Services
Oil & Gas
Products Services
Vocational Trucks
Products Services
Paving
Products Services
Power Generation
Products Services
Rail
Products Services
Quarry & Aggregates
Products Services
Recycling & Waste
Products Services
Landscaping
Products Services
Support groups like parts, rental, used, financial,
etc. will participate in these industry channels
DEALERS
Areas of Focus: Brands, Industries, Dealers
MDI, Gurgaon Mayank Kashyap, EPGPM 17
6. Your Efforts have to have a PURPOSE
MDI, Gurgaon Mayank Kashyap, EPGPM 17
7. Where
We’ve Been
Social ChannelAdoption
at Brand Level
Enterprise Social Strategy,
Tools &Adoption
Digital Strategy Activation for
Industries & Dealers
You know your audience
and business goals.
• I need a FacebookPage.
• How do we make something viral?
• I need more followers.
• What should I publish on my page?
“
• My best performing content is animal pictures.
”MDI, Gurgaon Mayank Kashyap, EPGPM 17
8. Social Media Strategy:
Capabilities to
Build Customer
Relationship
MDI, Gurgaon
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Social
Listening
Promotion Thought
Leadership
Customer
Support
MDI, Gurgaon Mayank Kashyap, EPGPM 17
9. The Value of Listening in
Social
Social
Listening
Deeper insight into what is being said about us, including:
–Who is talking about us
–What they are talking about
–What our competitors are doing
–Key influencers (individuals and sites)
– Tone of conversations: positive, neutral ornegative
Includes social and business networking sites, content sharing
sites, blogs, Wikis, discussion forums and many more digital
communication channels.
Forum
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11. Promotion
2
Promotion
> What it is: Connecting with our
customers with the right content and
channel to increase our reach and move
them down the sales funnel
> Goal: Reach a larger audience with
relevant content focused on our Brand,
products, services, and engaging topics
relevant to our diverse audiences
MDI, Gurgaon Mayank Kashyap, EPGPM 17
12. > What it is: Establishing ourselves as
a rich source of information relative to
our industry
> Goal: Provide information where it’s
missing or inaccurate, help customers
solve their business problems ,
establish ourselves as experts
> Benefits: Customer insights,
visibility/reach, press coverage, direct
conversation with the customer
Thought
Leadership
3
Thought Leadership
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13. > What it is: Supporting our
business model better by
addressing customer issues and
requests real time via social media
> Goal: Address complaints in a
timely manner, be more efficient,
identify product issues and
integrate with current processes
Customer Support
Customer
Support
4
MDI, Gurgaon Mayank Kashyap, EPGPM 17
14. Focus on Moving Customers
Down the Sales Funnel
Recommend
Content Typesand
Responsibility
Valueto
Customer
Partner with Brand Marketing to identify
inspirational stories that drive to lead
gen activity.
Brand
Awareness
Inspirational
Industry
Consideration
Valuable
Selection Product Factual
Acquisition Lead Generation Transactional
MDI, Gurgaon Mayank Kashyap, EPGPM 17
15. Come to
our event!
Register page on
www.dealer.com
Dealers Customize Content for
Their Needs
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AND / OR
Interesting
story
Story on
www.lnttechser
vices.com/
Register page
MDI, Gurgaon Mayank Kashyap, EPGPM 17
17. Know What Your Competitors Are
Doing
MDI, Gurgaon Mayank Kashyap, EPGPM 17
18. In Summary> Assessment
> Why Social Media?
> Put your audience first
> What do you want your audience to do?
> Implementation
> Content Calendar
> Cross Channel
> Measure and Monitor
> Goals that are important to your business
MDI, Gurgaon Mayank Kashyap, EPGPM 17