Key Elements of a Successful B2b Social Media Campaign

Key elements of a successful B2B social media campaign

Executive Summary:

A well planned B2B social media campaign can be an effective source to create a buzz, drive traffic, enhance client relationships, generate leads, increase brand recognition and build reputation. When a B2B firm embarks on executing their social media campaign, they should have an illuminated path to follow. The path comprises of six components which if integrated can lead to a successful social media campaign. This project aims to identify and analyze those key ingredients to make the social media campaign an outstanding one.

Methodology:

The used methodology in this study is qualitative. Secondary data was collected from different articles, marketing reports, journals, books, and Internet sites.

Findings:

• The three main facets of a social media campaign are monitoring and listening, engaging and participating, influencing.
• Having concrete objectives and the means to measure success in place before beginning any social media marketing campaign are extremely crucial.
• When doing a SMM campaign, identify influential attendees who are in the industry or who can be vocal amplifiers in the social community. Forming relationships and engaging with them can help the content reach and influence a much larger audience.
• Consider the engagement patterns of the target audience while measuring the success of a social media post or campaign. LinkedIn and Google+ take longer to get results compared to Twitter due to engagement response time, so patience is needed when analyzing effectiveness of the campaign.
• ADP’s campaign plan for 2014 touched on a number of creative themes and supporting assets. The company deemed it as one of the most successful campaigns in its history, including $3.7 million in business.
• ADP also used its domain expertise to educate clients and prospects on the multi-faceted impact if the affordable care act. This fully integrated campaign, including thought leadership, lead generation and lead nurturing components, nurtured over 24,000 contacts and influenced over $20 million.

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