Standards

Certification

Education & Training

Publishing

Conferences & Exhibits

Create a Battle Plan Integrating Marketing, Sales, and Social Media Step-by-Step Instructions for Your Next Marketing Activity September 2012

2

Doug Brock

Business development manager specializing in high-tech industrial products and services with Kendall Electric, a Rockwell Automation distributor.

3

Expected Response to Your Marketing Efforts?

4

Response You Really Got?

5

The Response You Secretly Dream of?

6

Resistance to Your Social Media Ideas and Efforts?

7

8

Five Step Battle Plan for Integrating Marketing, Sales, and Social Media

9

Step 1 – Reconnaissance Learn to Listen

Social Media is not a Phone

10

Scout’s Out

11

12

Step 2 – Draw Your Map Develop Content

Three presentations –Company Overview & Differentiator –Technology Overview & Differentiator –Product Description & Selection Guide

13

Three videos –Company Overview & Differentiator –Technology Overview & Differentiator –Product Description & How to Choose

14

Blog Posts

15

Three posts –Differentiator for Your Company –Differentiator for Your Technology –Application Description (CTAs Link to Slideshare and YouTube)

Blog Posts Focus on Target Customer Segments and Buying Cycle Stages

16

Awareness

Interest

Desire

Action

Project Engineer

Controls Engineer

Maintenance Manager

17

Step 3 - Recruit & Train Your Forces Build Consensus

Social Media vs. the Cell Phone

18

Not Always Selling - Build Relationships

“Become genuinely interested in other people”

Dale Carnegie key to making people like you

19

Internal Training First?

• E-Mail (make it shareable) • LinkedIn • Twitter • Facebook

20

21

Step 4 – Deploy Your Plan Implement

Editorial Calendar Sun Mon Tue Wed Thurs Fri Sat

Blog Post #1

Blog Post Link to

SlideShare #1

Blog Post Link to

YouTube Video #1

Blog Post #2

Blog Post Link to

SlideShare #2

Blog Post Link to

YouTube Video #2

Blog Post

#3 Blog Post

Link to SlideShare

#3

Blog Post Link to

YouTube Video #3

22

Habitual Sharing

If you build it they will share and retweet it.

23

“Tweet Me, Friend Me, Make Me Buy” by Barbara Giamanco and Kent Gregoire Harvard Business Review, July-August 2012

24

blog post on Tuesday gives reps a reason to make social contact weekly VP of Sales, PGi

25

Step 5 – After Action Review Analyze and Refine

After Action Review What did we set out to do?

What did we actually do?

Why was there a

difference?

What are we going to do next time?

26

Questions Before I Summarize

???

27

Get the Team Together - Integrated

28

Five Step Battle Plan • Step 1 – Reconnaissance (Learn to Listen) • Step 2 – Draw Your Map (Develop Content) • Step 3 - Recruit & Train Your Forces (Build

Consensus) • Step 4 – Deploy Your Plan (Implement) • Step 5 – After Action Review (Analyze and

Refine)

29