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Business-to-Business Social MediaPresented by: Out There AdvertisingKim Keuning, PresidentMelissa D’Aloia, Account Executive
Social media is here to stay• B2B buyers are spending
more time researching online
• Social media can play a big role in the decision-making process
• Leverage social media for:▫ Building relationships▫ Listening to the market▫ Influencing buyers before
they are identified as leads
Why social media for B2B• Before
▫ Prospect engaged directly with salesperson
• Arrival of Google▫ Search engine
optimization▫ Pay-per-click
• Today▫ Social media sites drive a
large portion of B2B interactions on the web
www.companywebsite.com
Fundamental concepts
•Choosing your social media identity•Social media monitoring
▫Twitter search▫Facebook search▫LinkedIn search▫Search engines▫Alerts
•Monitoring software
vs
Inbound Marketing
“Your prospect…cares about his boss or the story you're telling or the risk or the hassle of making a change. He cares about who you know and what other people will think when he tells them what he’s done after he buys from you.
The opportunity, then, is not to insist that your customers get more rational, but instead to embrace just how irrational they are. Give them what they need.”
- Seth Godin, The Rational Marketer (and the Irrational Customer), 2009
Check list – Is your company ready for social media?
My company has clear goals for social media We have the human resources to commit to
social media We produce enough quality content to
sustain a social media conversation We know which social media sites are
popular with our prospects and customers Our company website is prepared for social
media attention We are ready to incorporate social media
strategies throughout the buying process
Developing a social media strategy•Target Audience•Goals or Objectives (tie-in with overall
company goals)•Tactics•Key Metrics
Target Audience: Owners of small businesses
Objective: Increase brand awareness
Social Media Tactic: Blogging
Short-term objective 1: Promote thought leadership through blog posting on
industry best practices• Create blog publication schedule• Add RSS button• Publish blog post once a week
Short-term objective 2: Increase engagement• Respond to comments within 24 hours• Add links to blog on website and in e-
newsletter• Invite relevant guest bloggers and market
to their networks
Time invested: 1-2 hours daily
Example Tactic:
Social Media Tools•Blogging•Social Bookmarks•Microblogging•B2B Social Networks•Documents/Content•Video•Wiki and Crowd Sourced Content•Pictures•Social Search•Monitoring and Measurement
Determine your social media voice•Social voice is different
from a brand voice▫Social voice=person▫Brand voice=anonymous
•Informal is acceptable•Be genuine
Start a blog• Promote yourself
and get feedback from community
• Build prospects through search engine rankings
• Establish business as thought leader
• Share customer success stories
Don’t be creepy• If you use social media
like a keyword searching robot you are going to come off as creepy
• Use common sense• Approach people like you
would want to be approached
• Be transparent
Using Twitter effectively
•Twitter search•Hashtags•Follow industry
influencers, engage customers, track competition
Be consistent and follow-up
•Social media is not about setting and forgetting, it’s about being social
•Stay engaged▫Blog consistently▫Follow-up and ask if they have any additional questions
•Send direct messages
Leverage analytics
•Website stats•Shares/Retweets/Mentions
What is driving visitors to your website?
Make it easy to share your content1. Make sharing options visible2. Allow e-mails to be viewed as web page3. Frame web pages/blog posts with a
social bar
4. Enable forward to a friend
About us page
5. Add photos of staff to about us page6. Add links to employees’ LinkedIn
profiles7. Describe employees’ expertise and cut
out the gobblygook
Start/maximize your blog
8. Update regularly - once a week at least▫ Publish helpful content and not always a
sales pitch▫ Write about topics your business
partners, customers, vendors, etc. are searching for
9. Design of blog should match your website
Taking social media seriously
10.Add links to social media sites on bottom of e-mail – let people know how they can connect with you
Be yourself and realize “You can’t do it all.”
1. Make your business more human2. Interesting content is king3. Know your audience and your goals4. Borrow knowledge from consumer world5. People buy expertise6. Social media isnt’ about you, it’s about
them7. Fuse social media with offline engagement8. Learn to be human again9. Have a goal10.Go where people are interacting now
10 Essential Social Media Lessons
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