Over the holidays, I had some time to really dive into the LinkedIn B2B LeadGen Roundtable discussions. One started by Ann Thornley-Brown, President & CEO, Executive Oasis International, Toronto, caught my attention. She started the discussion in August, yet members continue to provide feedback.
Ann wanted to know how happy the group was with the lead generation results of their social media campaigns. “Are your efforts on LinkedIn and Twitter paying off?” she queried. “How many leads have you generated? How many specific pieces of business have you picked up? I know a lot of bright people who are really active on these sites and very few are seeing results. How about you?”
Her question, and too many of her 30-plus responses, illustrated the disconnection between the expectations of marketers who are out on the frontlines every day and marketing gurus proclaiming the wonders of social media. After all, if you Google ”Top 10 B2B Trends in 2011” you’ll see social media listed on every one of them.
Then why, if Ann’s discussion is any indication, are so many marketers dissatisfied with the results they’re getting from it?
I took this question to Sergio Balegno, Director of Research for company of InTouch. He authors MarketingSherpa’s Social Media & PR Benchmark Guides, is considered a foremost authority on social media strategy, is quoted by the media extensively and presents at institutions likeHarvard.
He’s also been in marketing for more than three decades, well before the internet was even on the scene. This gives him some not-so-typical long-term perspective in a world that demands instant gratification.
If anyone could provide insight to why this is going on, it’s Sergio. Here’s his take:
“I had a B2B communications firm from the mid-80s to 2000. When we got into the ‘90s we started hearing about the World Wide Web. I brought the concept to our customers: some adopted it very quickly the other half shrugged it off as a passing fad.
“Of course, today, the web is considered traditional media and social media is now that new ‘fad.’ The same thing is happening all over again, except at a much faster pace.
“You see, you have to look at the history of social media, it’s really short. Our first benchmark guide was published in 2009, which analyzed the use of social media in 2008. It was at the ‘all-hype’ stage then: there were no clear objectives or best practices beyond the soft objectives of building customer awareness. There weren’t the hard-and-fast lead generation and sales conversations that will be featured in our 2011 report, which I’m working on right now.
“What does surprise me is that of the 2,300 marketers we surveyed at the end of 2010, six percent - 138 - already felt they were producing measurable ROI. In just a couple of years, social media has rocketed to a place that took the internet a good decade to arrive at.
“A big part of the 2011 Social Marketing Benchmark Report will look at the monetization of social media. A solid quarter of marketers are at the mature, strategic stage of social media marketing. They have clear objectives and practices. Now they’re trying to go back to the budgeting committee to prove that it’s producing revenue.
“That’s where they’re stuck.They can’t get a grasp on how many leads social media is generating.
“A big section of the study is going to be about software and tools that can track someone from when they become a member of a social network to when they download a whitepaper and become a part of a standard CRM system.
“Essentially, we’re at critical mass: marketers need to prove social media’s value, and there is a need for CRM tools that can track that. Mzinga is one company leading the way with its OmniSocial platform, the study will review more.”
Considering Sergio’s response, marketers are expecting way too much too soon. Paradoxically, this in itself demonstrates the remarkable speed at which social media is being integrated into marketing initiatives.
We can’t yet calculate with the most exacting precision how many leads are generated from social media, but considering how quickly technology is evolving, the ability to do so will be here in no time. I expect if Ann poses her question again at the end of 2012, her responses will be far different.
What do you think?
Finally, Sergio gave me some penetrating insight at the end of our conversation: “After 30 years in marketing, I thought I had seen all of the changes that could possibly take place, and then social media changed everything again. Our brand is no longer what we say it is, it’s what our customers say it is.”
If you want to hear more from Sergio, be sure to sign up for MarketingSherpa's brand new Inbound Marketing Newsletter, which will announce when the 2011 Social Marketing Benchmark guide is released. The newsletter is published bi-weekly and explores the power of new marketing tools, including social media, to attract customers without advertising. Click here to see the inaugural edition. Click here to subscribe.
Originally published on the B2B Lead Generation Blog
Canadian Tech Conferences to Attend in 2011
We’ve rounded-up some Canadian tech-related conferences happening in 2011 that we thought you might like to attend.
“My first observation was the opportunity in Canada is far bigger than I expected — and I expected it to be huge. I think there’s just an enormous amount of upside in terms of businesses catching up with consumers, and unleashing a little more creativity on the web” – Google Canada, Country Director Chris O’Neill
Mesh Conference
When: May 25th – 26th 2011
Where: Toronto, Ontario
Mesh was founded by 5 esteemed individuals including ME Consulting’s Mark Evens and Mathew Ingram from GigaOm. This web conference is a venue for people to “connect, share and inspire” and its focus is on anything related to the web. Mesh looks at the way the web is “affecting the media, marketing, business and society as a whole”. As of today, Mesh has not announced its keynote speakers for this year but you can be sure it will be filled with workshops, panels and thought provoking conversations and presentations. We’ve heard nothing but good things about Mesh and it’ll likely be a worthwhile experience.
FITC Toronto 2011 – The Design & Technology Festival
When: May 2 – 4th 2011
Where: Toronto, Ontario
The FITC conference began as a Flash Festival, but over the last few years, it has evolved and branched out gradually adding more creative and technical presentations. FITC aims to “educate, challenge and inspire”and they’ve previously held 20 events over the last nine years in five countries. At the event, Flash, motion design, Flex and Air are the types of subjects you’ll learn about in the presentations. FITC prides itself on the quality of its handpicked speakers and additionally claims its “parties are legendary”. Sounds very intriguing.
CeC (Canada -e- connect)
When: February 2-4
Where: Toronto Ontario
The CeC conference was created by the Canadian tourism industry and mainly focuses on e-marketing within that industry. Any tourism business or organization can use this conference as a tool to learn more about using technology to market and gain sales. It also takes a look at opportunities, web trends and online successful campaigns. I’d go just for the speakers. They’ve grabbed three internet celebs to present this year; Amber Mac, Tara Hunt and Scott Stratten. If you’re in the tourism industry, I’d say this one is a must-go.
Confoo
When: March 9th-11th
Where: Montreal, Quebec
The Confoo conference held in Montreal, Quebec will be kicking off another coding conference in 2011. This conference won’t interest you unless you’re a coder interested on learning more about Java, .Net, PHP, Python and Ruby. But, if
you are a code-monkey you’ll likely have a lot to take away. Presenters will be walking the developers through programming solutions, security, content management systems, frameworks and databases. Confoo also promises a management portion that includes project management, referencing (SEO), web marketing analysis and social networking. Overall, this sounds like a great conference to attend if you rawk the code.
StartupCamp Montreal 7
When: January 20th, 2011
Where: Montreal, Quebec
Later this month, StartupCamp Montreal will be holding the seventh edition of its event for startup companies. If you’re involved in a startup, this conference will put you in contact with investors, fellow companies and can assist you in working out things like your business pitch. It will also feature speakers such as successful native-Canadian entrepeneur Perry Evans.
Mobile Camp Montreal
When: May 14th, 2011
Where: Montreal, Quebec
This year will be the first ever Mobile Camp Montreal and will focus on all things mobile. It’s still in its infancy although we spoke with the organizers this evening and they tell us they’re confident the event will be a success. “The idea is essentially to act as a central point for mobile enthusiasts, whether they’re into devices, apps, OS or marketing. We’ll have people come talk to us about which devices are the best, what to expect from 2011, where is mobile going, how to properly target the mobile market, how to advertise, how to track, etc etc” the event founder said via email. They’re looking for sponsorship and presenters if you’re inclined to help them pull it off.
This is not a complete list of Canadian conferences, just a few you should think about attending in this coming year. And if you know of a great tech conference in Canada, please give us a shout in the comments.
Source:http://removeripoffreports.net/
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