About the Author

Sheera Eby
Executive Vice President, Strategy & Client Services Jacobs & Clevenger
Sheera has made a career of taking on the hardest marketing challenges and responding with unprecedented results. She has the knowledge, experience and insight to help clients transition their marketing in new directions, reach untapped segments and revitalize communications programs. Sheera is also driven to develop marketing that produces constant measurable improvements, and she brings this mindset to every campaign for every client. She has more than 20 years of proven and practical experience in targeted, results-driven marketing.
linkedin.com/in/sheeraeby

Table of Contents
Chapter 1: Social media and social CRM facts & stats.....4 Chapter 2: Social CRM basics...22 Chapter 3: B2B social CRM process.......31 Chapter 4: Measuring social CRM.......61 Chapter 5: How to transform social media into B2B social CRM.......82 Chapter 6: Summary...100

Chapter 1
Social media and social CRM facts & stats

21%
of marketers report that social media has become more important to their company in the past six months
Source: HubSpot, State of Inbound Marketing Report, 2013

75%
of marketers are using social media in 2013, making it the 2nd most used tactic
Source: Jacobs & Clevenger, Marketing Trends Study, 2013

43%
of marketers found a new customer via LinkedIn in 2013
Source: HubSpot, State of Inbound Marketing Report, 2013

36%
of marketers found a new customer via Twitter in 2013
Source: HubSpot, State of Inbound Marketing Report, 2013

43%
of marketers found a new customer via their company blog in 2013
Source: HubSpot, State of Inbound Marketing Report, 2013

Companies who integrate their email with their CRM cite year-overyear revenue gains

of vs. 13.4% who dont

Source: CIO, 10 CRM Mistakes and How You Can Avoid Making Them, 2012

22.7%

10

13%
of social media leads converted at above-average rates in 2013
Source: HubSpot, State of Inbound Marketing Report, 2013

11

Marketing agencies have higher social media conversions

41%
better than industry average
Source: HubSpot, The Industry Reach of Inbound Marketing, 2013

12

While only 6% of organizations have fully implemented social CRM,

56%
say they have either started to extend the strategy or are planning to
Source: CIO, 10 CRM Mistakes and How You Can Avoid Making Them, 2012

13

In 2013, marketers spent almost a quarter of

overall budgets
on blogging and social media

Source: HubSpot, State of Inbound Marketing Report, 2013

14

Spending on B2B social CRM is expected to account for

30% of total social CRM spending

by 2015

Source: HubSpot, State of Inbound Marketing Report, 2013

15

80%
of marketers
with a company blog reported

positive inbound
ROI for 2013
Source: HubSpot, State of Inbound Marketing Report, 2013

16

For many marketers cost per lead is the ultimate social ROI metric
Source: HubSpot, State of Inbound Marketing Report, 2013

17

27% of
marketers
report belowaverage cost

per leads for

social media
Source: HubSpot, State of Inbound Marketing Report, 2013

18

According to HubSpot, companies that

blog 20X per month

get
Blog

5X more traffic
than those that blog less than 4X per month

20X
Blog

4X

19

40% of B2B marketers say

social media helps improve search results

LinkedIn
Lead generation and web traffic

Twitter
Short and concise promo social buzz: see whos talking about you

Social Media Marketing

Blog
Search engine optimization, thought leadership and driving engagement

Facebook
Branding and event promotion

Source: BtoB Magazine, 2012

20

More than 1/3 of small businesses say

social media helps them get found online

Source: American Express, September 2010

21

Chapter 2
Social CRM basics

Social CRM
uses social media marketing services and techniques to enable companies to communicate and engage with customers and prospects

23

Social CRM
is a measurable form of social media marketing and a powerful way to create meaningful ongoing dialogue with customers and prospects

24

The foundation of social CRM

is creating a unified database that can marry engagement with behavior and other marketing data

25

The

transformation of social media

to social CRM requires

data and channel

integration

26

Users are demanding relevancy

Social media should embrace relevancy to deliver the transformation to social CRM

27

Relevancy is required
to overcome the vast amount of B2B marketers and messages engaging in social media, email and online media

28

Applying behavioral information to personalize outbound communications is one of the biggest differentiators that transforms B2B social media into SCRM
Social CRM Social Media

29

The goal of social CRM

is to deliver integrated messaging that can create a unified customer experience

30

Chapter 3
B2B social CRM process

The B2B social CRM process involves 5 key phases

1) Insight, social data mining and strategy development

5) Social program measurement

2) Reasons to engage

4) Dynamic content strategies

3) Engagement and interaction

32

Insight, social data mining & strategy development

Leverage insights, web analytics and existing B2B social data to understand the current customer or prospect mindset Identify gaps and provide a solid guide for strategy and planning development

33

Insights and data mining

of current social media activities can provide clues for going forward with strategic development

34

Sources for insights and social data mining

Social analytics Web analytics SEM Social monitoring Other marketing channel campaign information

35

Formulate your social CRM strategy

by analyzing current content and messaging that drive engagement and other key data points
36

Reasons to engage
Create reasons for customers to engage through content, videos, promotions, polls and other engagement techniques Incorporate a blend of promotional techniques and educational strategies

37

Blogs & articles

Leverage blog articles to engage and re-engage prospects and customers

38

ebooks

Provide thought leadership content via ebooks to engage prospects

39

Customer polls

Utilize polls as a mechanism to gauge current perceptions and engage users

40

Leverage poll inputs for article development

The number of I dont knows drove insight that it would be best to start with educational messaging

41

Other engagement examples

Case studies Videos White papers Webinars and demos Promotions, contests and sweepstakes

42

For B2B marketers,

focus on LinkedIn and Twitter as the primary B2B social channels Leverage Facebook Instagram, Pinterest or other outlets if you already have a following

43

Engagement
Generate prospect and customer interactions with content that drives the highest level of engagement Understand which types of users are interacting with different content

44

Encourage prospects

and customers
to engage

45

Follow frequency best practices by social outlet

LinkedIn 2-3 times daily Twitter 7-10 times daily Facebook 1-3 times daily

46

6 tips to titling articles

for social media
1. Actionable: Demonstrate that your article will give action-oriented
takeaways by incorporating verbs and other action words from the get-go

2. Brief: Be concise and to-the-point 3. Keyword-conscious: Incorporate appropriate keywords your business is
targeting

4. Clear: Clearly communicate what the article is about and avoid language
that is vague

5. Definitive: Show potential readers you are an authority on the topic 6. Intriguing: Indicate what the reader will learn from reading the blog post
without actually telling them exactly what it is

Source: HubSpot,How to Master the Art of Exceptional Blog Titles, 2011

47

Let engaged users know when youve got

related content
they might find interesting
48

Email
serves as a strong point of integration with social and outbound marketing efforts and can be a cost-effective targeted channel

49

Email is an effective vehicle to integrate and support social media efforts

Highlight related content to re-engage with targets and prospective customers

50

 Create promotions to drive engagement Use social media to spread the word Build microsites to allow for entries, voting and social sharing

Have contest winners chosen by the community

Create an active and engaged online community with comments and shared content

51

Dynamic contact strategies

Behaviorally segment customers for followup post-engagement from social media activities
Leverage technology and analytics that identify engagement on a user level and categorize users for future communications

52

As users engage with social outlets, apply relevant learnings to generate

meaningful interactions and integration

with other communications

53

Follow-up with users on a

micro level
based on their behaviors with personalized, relevant information

54

Continue to apply current and past behaviors to send

targeted messages
55

Personalization should be appropriately utilized to create relevancy and encourage participation

56

Expand social media integration

across all prospect and customer touchpoints to create full social CRM
57

Apply engagement information to other channels to create a comprehensive integrated customer experience

58

Social program measurement

Macro level: analyze the results of social
programs for business impacts and gauge opportunities for program enhancements

Micro level: determine the value of

social engagement against specific groups

59

Learn more about social CRM measurements on the following pages

60

Chapter 4
Measuring social CRM

Measure aggregate engagement

The most common social media metric is engagement, which falls into two categories
Basic engagement metrics Other engagement metrics

62

Basic engagement metrics

Followers Social shares
(retweets, LinkedIn shares, etc.)

Reviews and comments Engaged users

63

Other engagement metrics will likely become extinct with social CRM
Organic and viral reach Impressions Traditional monitoring metrics such as share of discussion, sentiment, etc.

64

Measure web traffic and impact search

Web traffic
Number of visitors driven from social media marketing activities

Inbound links
Increase in the number of inbound links added as a result of social media efforts

Keyword ranking
Influence content development, social sharing and other social media marketing activities has had on organic search and keyword rankings

65

Measure leads and names acquired

Utilize social activity to capture information, which can ultimately lead to conversions

66

Determine what you can offer users in

exchange for information

(e.g. downloads of how-to content, ebooks, white papers)

67

Utilize

data capture
landing pages and integrate

lead forms
into the user experience

68

A key social ROI metric

is number of leads generated and converted as well as cost of acquiring the name across channels

69

Measure channel sources to refine marketing channel spend

Time and resource are top concerns that marketers are facing in 2013 Utilize measurements to set priorities and focus social CRM activities

70

Leverage a social CRM tool

to understand which channel sources are contributing to web traffic, engaged users and leads

71

Refine your
marketing budget and prioritize social channels and marketing investment based on results

72

Measure social medias ability to inform and integrate with all marketing activities
Analyze the results of your social media programs to understand user behavior and engagement

73

Social data can also provide a platform of real-time

learnings and feedback that

can shape other communication tactics
74

Apply social data findings to other

communication tactics, ultimately increasing overall marketing spend effectiveness and total marketing ROI

75

Measure specific segments or groups

The vision for social CRM is predicated on leveraging social behavior against specific groups

76

Measure engagement
including content read, click-through behavior, social sharing, comments and reviews

77

Apply engagement learnings

to reshape content and engagement strategies

78

Measure leads and conversions

against specific groups to help build toward the total value of different customer groups
79

Measure downstream conversions

based on integrated behavior to demonstrate the value of social engagement for different groups
80

Measure customer-level relevancy and impact

Use previous social media marketing efforts as a benchmark and gauge receptivity to relevance based off those benchmarks

81

Chapter 5
How to transform social media into B2B social CRM

Having stand-alone

social media efforts that arent integrated

with other channels is no longer acceptable
83

B2B social media efforts can be transformed

into social CRM

84

Transformation can be either a

revolution or an evolution
using the following five steps works for both scenarios

85

Leverage social behavior to target content for lead nurturing

Assuming you have a social media baseline, start here

Analyze content that drives engagement

Measure engagement for sales readiness

Create groups within the sales funnel

Target group with a series of leadnurturing emails

Choose the group of focus

86

Get inspiration
from your current social media efforts
87

Analyze content that drives engagement

What content is being viewed, driving social sharing, comments and reviews, and information downloads?

88

Create reasons to engage

with prospects and customers, and using social media to create those interactions

89

Content that is relevant to B2B prospects

can be used to create engagement and develop an opt-in list

90

Blogs, ebooks, reports and white papers can all be used to facilitate opt-in participation,
thereby obtaining permission from your subscribers to send them additional content and other useful information

91

Analyze interactions to determine best content and messaging for follow-up

92

Create groups within the sales funnel

Group users based on engagement and content interaction
93

Choose a group for focus

Focus initially on delivering relevant outbound content to a specific group of users within the sales funnel
94

Target group(s) based on behavior

Send a series of lead nurturing emails based on the target groups behavior
95

From an integration standpoint, start with email

It is cost-effective and nimble to integrate with social media efforts
96

Remember social CRM is about behaviorbased integration

harnessing the power of information to deliver relevancy

97

Measure engagement for sales readiness

Determine what leads are most engaged and closer to a sales ready state
98

Upon success, expand and roll out

to additional segments and channels

99

Chapter 6
Summary

5 things
to keep in mind

1. B2B social media is growing as a priority and is increasing in marketing spend

2. Transform your B2B social media efforts into social CRM to take your social media efforts to the next level
3. Integrate social media efforts with email and other communication channels to create a cohesive prospect and customer experience 4. Determine metrics up front and how youll measure success or failure 5. Start small and aim big, continue to expand your social media efforts to deliver full social CRM

101

Are you using social media marketing to the fullest extent across the prospect and customer lifecycle? Are you interested in learning how to transform your B2B social media efforts into social CRM?

To learn more, please contact

David Quigley
Call: 312-894-3070 Email: dquigley@jacobsclevenger.com