Delivered a presentation on creating a social media marketing model that drives sales and revenue for a b2b environment, for LEAD Asia, held in Singapore. 6th October 2016.

1. MONETISING SOCIAL MEDIA MARKETING
Kelvin Lee, Director of Social Media for Financial & Risk
@iamkelvinlee
REUTERS/ Edgar Su

2. 2
visiobibliophobia
the anxiety caused by the fear of social media
@iamkelvinlee

3. 3

4. 4
REUTERS/Jacky Naegelen

5. 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
5
@iamkelvinlee

6. The New Buyers’ Journey
6
@iamkelvinlee

7. 8 foundations of a ‘monetized’ social media
ecosystem which drives sales and revenue
7
@iamkelvinlee

8. Source: UsefulSocialMedia – State of Corp Social Media 2014 Infographic
How social is your CEO?
@iamkelvinlee

9. Vala Afshar,
Chief Digital Evangelist, Saleforce
“Dear business leader, if the
only way people can reach
you is via phone and email,
then you're on the wrong
side of the digital divide.”
9
@iamkelvinlee

10. Aim to have at least one of your senior leads
on board.
10
Opportunities to:
 Humanise the organization
 Be the industry thought-leader
 Demonstrate commitment
Consider:
 Training
 Play on ‘envy’
 Partner up
@iamkelvinlee

11. 11
Measuring:
Effectiveness of content
@iamkelvinlee

12. Social measurement:
Ability to measure social ROI
12
Credit: How B2B Businesses Are Tackling Social Media In 2015
@iamkelvinlee

13. Social Metrics
13
Credit: Salesforce 2015 State of Marketing Report;
Eloqua Content Marketing Grid Infographic
Metrics most commonly used
Range of Key Performance Indicators
@iamkelvinlee

14. Social Listening & Monitoring
It’s a crowded marketplace.
14
@iamkelvinlee

15. Your Content Turkey
15
Credit: Jason Miller – Content Marketing Lead, LinkedIn
@iamkelvinlee

16. Social Content:
Effectiveness vs. Difficulty
16
@iamkelvinlee

17. Checklist: Content Planning
 Define 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’ content
 Leverage business and content partners
 Listen and involve your sales teams
 Implement your brand tone of voice and guidelines
 Band 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
17
@iamkelvinlee

18. The visual is the
18
REUTERS/Daniel Munoz
new headline.

19. 19

20. 20

21. 21

22. 22

23. “If content is king, then
distribution is King Kong.”
– Luke Kintigh, How IntelIQ does content promotion
23

24. ‘Play’ Across All Channels
24Reuters Institute Digital News Report
University of Oxford - Reuters Institute for the Study of Journalism
@iamkelvinlee

25. Publish with intent to strike up a conversation.
25

26. YouTube:
Interviews, Animated Graphics, How-To Vids
26
@iamkelvinlee

27. Instagram? Snapchat? Yes!
27

28. Checklist: Organic Social Distribution
 Focus 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.
 ‘Newer’ platforms such as Snapchat, Instagram Stories, Periscope can’t be
ignored.
Your goal is to discover the top 10% content.
28
@iamkelvinlee

29. 29
10%
90%
The 90:10 rule:
10% of content drives
90% of traffic and
engagement.
– SimpleReach
Content Traffic/
Engagement

30. ‘Paid social’ is getting serious.
30Credit: eMarketer.com, Dazeinfo.com

31. 31@iamkelvinlee #B2BsocialshipREUTERS/ Edgar Su

32. Social Selling
Your Organization’s Secret Weapon
‘Just 60 employees can
increase your
company’s reach by
1000%’ - GaggleAmp
32
@iamkelvinlee

33. Image Credit: Let’s Paint Our World by 0ziriz
33

34. LinkedIn’s Social Selling Index Leaders
34
45%
More
opportunities
51%
More likely to
hit quota
Credit: LinkedIn

35. Checklist:
Rolling out a employee advocacy program
 Produce a set of social media sharing guidelines
 Obtain buy-in of senior sales managers
 Collaborate 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
35
@iamkelvinlee

36. 36
REUTERS/Shailesh Andrade

37. 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, PR, IT, Product Development, Legal,
Compliance - and your customers & market influencers
 Provide transparency to upcoming content.
 Share what’s working on and what’s not – be
transparent on results.
 Keep your senior sponsor(s) updated with progress.
 Move fast, test, scale.
37
@iamkelvinlee

38. The ‘monetized’ social media ecosystem
which drives sales and revenue
38
Senior Level Engagement
Distribution
Paid Amplification
Employee Advocacy Content Plan
Collaboration
Optimization
Measurement
Start with 1, then leverage on ‘envy’
Obtain agreement on a set of
short term and long term 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.
@iamkelvinlee

39. SUMMARY
39
Define and
agree key
social metrics
Leverage the
social media
ecosystem
Build a
roadmap for
social
mar-tech
1 2 3
Key Takeaways:

40. Please join my network
40
@iamkelvinleelinkedin.com/in/iamkelvinlee Kelvin Lee
@thomsonreuters @insidefinance @riskmanagement