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Top five B2B social media marketing trends from 2011

By Alexandra Reid

It has been another hot year for social media in the B2B space. While B2B companies are known for being relatively slow in adopting new trends, 86 percent of them are using social media today, and 69 percent of B2B marketers planned to shift more of their budgets towards social media in 2011. Looking ahead, Forrester Research reported that B2B companies will spend $54 million on social media marketing in 2014, up from just $11 million in 2009.

B2B marketers used social media in a number of ways in the past year to connect, collaborate and share more directly and effectively with their communities of stakeholders, customers, prospects, fans and other influencers in their respective industries. As B2B marketers became better at listening and engaging with their communities online, many have managed to harness the full potential of social media to improve business functions internally, provide their communities with immediate service and information and boost visibility and reputation for their businesses across multiple channels.

While this list represents only a handful of the B2B social media marketing trends in 2011, I felt, through my own research over the course of the year, that these were paramount.

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Measuring social media: A step-by-step guide for newbies

By Alexandra Reid

Over the last two weeks, I have taught our readers how to grasp the basic concepts required for monitoring and managing social media so they can be more effective in marketing their businesses on these channels. As the last in my three-part series, this post discusses how to measure the information received through the first two processes to provide actionable insight required to carry out successful, long-term social media strategies.

In earlier posts, I explained how to develop a social media strategy and carry it through and how to track social media efforts and reach your benchmarks. Your strategy should include your social media goals, determined by analyzing your business to decide what you want and are able to achieve through social media and what you are able to offer your audiences as well as other businesses to understand what they are doing successfully so you can compete. You can also look at reports and other key benchmarking data, provided by organizations such as MarketingSherpa, MarketingProfs and Forrester. Your strategy should also include your plan for measuring success, laying out your key performance metrics and how you will collect and analyze the data. I suggest you read these posts first to provide you with a good starting point for today’s discussion. This post will provide details on how to actually measure social media, including tools and measurement methods we employ.

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Community management: Simple ways to keep track of key information

By Alexandra Reid

This is part two of my three-part series on monitoring, managing and measuring social media. Last week, I discussed a range of tools for monitoring social media and how to use them to their best effect. This week, I’ll teach you about modern, yet free and simple, management methods that I use to organize the information that ours in from my monitoring efforts.

Choosing what to track

Online tools such as Google Analytics, HootSuite, Social Mention, Kurrently and others provide users with excessive amounts of information that can be hard to digest. In my previous post, I explained how to channel the waterfall of information into relevant streams and then filter out the content that is most relevant to you. Part of the management function is to understand what it is your business wants to get out of social media. Knowing the long-term goals and key performance indicators will help you narrow your focus and determine exactly what it is you need to track.

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How to track social media efforts and reach your benchmarks on a startup budget

By Alexandra Reid

As in all marketing efforts, establishing benchmarks and measuring metrics in social media are fundamental to determining success.

Benchmarks are the standards against which all measurements and metrics are measured. In order to determine if a social media strategy is effective, businesses must establish their desired outcomes and what it will take to achieve those outcomes. To track progress, key performance indicators, including competitive performance metrics to reach these targets, must be determined. But how do you determine benchmarks and which data points require measuring? And, more importantly for startups, how can you measure and track these metrics consistently to ensure targets are being reached on a limited budget?

The difference between metrics, measurements and benchmarks

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Recent Comments

  • Final Fling in the news and media : [...] 10: Canadian marketing experts blog on Fling taking on the ultimate marketing [...]

  • The best of the web | How to Be Creative (and Why it’s Necessary) : [...] Moran recently likened the current state of content marketing to the early state of radio. Anyone with access to the tools could claim expertise in radio, but as it evolved, it was apparent [...]

  • Francis Moran : Glad you liked the piece, Paul. I don't think you've ever been a client, so you are not directly referenced in any of my examples. But these shortcomings are common afflictions among marketing companies, so the shoe probably fits. :) As for your question about the Ottawa tech community being more marketing savvy? Yes, I believe it is.

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