I work with marketing colleagues every week in businesses of all shapes and sizes who try to distinguish the hype from the reality when using social media with customer marketing campaigns.  Sadly the marketing ethos is loaded with “social media gurus” and “experts” who offer little more than gimmicks for MLM marketing and Google adwords campaigns while professing the need to “tell stories” in order to engage customers.  (Insert gag reflex here)  Typically these self-described experts don’t work to understand the voice of the customer or identify the objectives and goals and the strategy to achieve them. Don’t abandon sound planning by randomly throw spaghetti on the wall to see what sticks! (I recently wrote about Desired Outcomes and the SOSTAC method for effective planning and execution.)

A Model Worth Trying – Using Social Media to Support Marketing Campaigns

I recently implemented a high performing B2B social media and web campaign strategy for a B2B technology company which effectively extended e-mail campaigns and a newly branded web site.  These campaigns were automated and integrated with a CRM system and metrics were captured using a BI tool and Google Analytics.

The objectives were to re-connect with a large and passionate global community of customers and partners.  The supporting goals were to increase overall organic search performance, web site traffic, and lead conversion rates for annual campaigns and nurturing programs.  The expectations were high but achievable.  A critical strategic component of the overall plan was extending the web site site with focused and manageable social media channels which included a Facebook Group, Twitter page, YouTube channel and a blog that provided high value content for a specific customer segment.

Following the strategic campaign calendar, we structured the social media channels to support campaigns in this manner:

1.  Campaign Landing Pages: Campaign Theme and Content Toolkit that provided free downloads for basic content or required forms for higher value content.

2. Website: The homepage had a specific section dedicated to promoted the latest campaign with compelling content and a call to action.

3. Blog: Provided high-value content that described a real world application of the technology solution which may include best practices or a customer case study.  We ALWAYS had a call to action at the end of the blog to encourage commentary or to “learn more, download our podcast/white paper/assessmeent tool, etc.

4. Twitter: Promote the latest blog entry or case study or other high value content using targeted hashtags and bit.ly links.  Bit.ly links provide a high level method for measuring click through rates.

5. Facebook Group: This was used to promote the latest content or events with direct links back to the web site or blog in order to encourage conversions and engagement.

6. YouTube Channel: For each campaign we promoted supporting content on our YouTube channel.  This was designed as high value informative content which included a call to action to visit the web site or campaign landing page.

7. Marketing Automation: The cohesive component that tied each of these channels together was the use of a marketing automation system.  We were able to measure the conversion rates on every channel from the initial email, the landing pages, blogs, web site.

We found these extra channels extended our campaign reach beyond our standard in-house and 3rd party email lists and significantly increased conversion rates.  There were a number of reasons for this:

1. Improved organic search performance. On specific keyword searches, we had more content available from multiple channels which displaced competitors deeper into search results.  More content was made available and was easier to find.
2. Contacts had more options to experience content at their pace. When they were ready to engage more directly, they would complete simple forms to reveal their identities.  Our prospects were better informed and more highly qualified when they engaged with sales.
3. More engagement based on problem solving inquiries and information sharing. Our customers, prospects, and partners engaged in different ways taking advantage of new forums and channels.  Prospects found ways to connect with us instead of only talking with a sales representative.  Our partners provided valuable information and commentary on best practices or product information.

This is basic model that can deliver results with proper planning and implementation and high value content.  I would like to hear how you extend your campaigns with social media channels.