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B2B Social Media - Getting started (April 2012). Put the building blocks in place. Get practical - Measure & report along the way. Find and work with influencers, discover insights! http://www.socialmediajedi.info
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B2B Social Media
By Clive Roach April 2012
www.Socialmediajedi.info
Getting Started
2
Clive Roach
@jedi_roach
Google+
http://gplus.to/CliveRoach
Blog
http://www.socialmediajedi.info
www.socialmediajedi.info
Put the
building blocks
in place.
3
Find and work with
influencers,
discover insights!
www.socialmediajedi.info
B2B Social Media - Getting started
AGENDA Get practical -
Measure &
report along
the way.
Put the
building blocks
in place first
4 www.socialmediajedi.info
5
Social Media groundwork
Develop a social media policy for your staff and agencies
Create a social media strategy and tactical approach. You
can adopt an existing methodology like the Forrester POST
system.
Benchmark social media adoption in your industry.
Create a process to share good practice and early proof
points across the company.
Set up governance to manage multiple accounts and
contracts. Develop dashboards to track success.
Conduct evaluations with internal stakeholders after the first
few projects.
www.socialmediajedi.info
Make your Social channels sticky
Source: Forrester
Research, Inc.,
“BT Social
Technographics®
2011: Age Matters” ,
August 2011
Deliver relevant content
Source: Forrester
Research, Inc.,
“BT Social
Technographics®
2011: Age Matters” ,
August 2011
Roadmapping
www.socialmediajedi.info
Source: Forrester Research, Inc., “Accelerating Your Social Maturity”, June 2011
Roadmapping
Video about Social Maturity
www.socialmediajedi.info
10 www.socialmediajedi.info
Get practical -
Measure & report
along the way.
“The goal is not to be great
at Social Media.
The goal is to be good or
better at business
because of Social Media”
11 www.socialmediajedi.info
Where do you start?
www.socialmediajedi.info
Start by finding out which channel is used by your stakeholders
www.socialmediajedi.info
Define a timeline for implementation
Phase 1 Phase 2 Phase 3
.
Step 1 Step 2 Final Results
Map how the channels should be connected to each
other and your other digital online and offline
channels and processes. www.socialmediajedi.info
Manage your Social media communication flow
Paid Activity (campaign)
Amplify
Sustain Prepare
Teasers & Seeding to Fans Community Engagement Influencer Engagement
Shareable Content Interaction Social Ads
Follow up Increased sCRM database
15 www.socialmediajedi.info
Manage your Social media communication flow
16
YouTube
video
The SXSW event had finished 19 days before the 6th April 2012. The
reach of the tweets containing the #SXSW hashtag was still 273,547
accounts in a random selected 3 hour time period on the 6th April.
www.socialmediajedi.info
Pinterest – Keep an eye on new channels!
17 www.socialmediajedi.info
Pinterest interaction
18
Track your campaign
Effectiveness in Pinterest
By using Pinerly
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LinkedIn Interaction
19 www.socialmediajedi.info
Google+ interaction Interaction path
20
Twitter Interaction
0
1000
2000
3000
4000
5000
6000
21
Twitalyzer,
the leading
tool for
metrics
www.socialmediajedi.info
YouTube interaction
22 www.socialmediajedi.info
23
Leverage tools to help you understand what is being said
in your key markets, and you can also measure the
sentiment that goes with it.
In this example – Oxyme.com
Social media listening tools
www.socialmediajedi.info
24 www.socialmediajedi.info
Find and
work with
influencers,
discover
insights!
Uncovering influencers
Hootsuite and Cotweet
Find and interact with the people
who have high Klout scores that
are already in your network.
Radian6 influencer widget
This gives you the ability to set
the factors of influence that are
most relevant to you.
www.socialmediajedi.info
Facebook influencer discovery
Socialbakers Analytics PRO. It provides you with a list of
Facebook users ranked by the number of posts or
comments they have made. www.socialmediajedi.info
Linkedin influencer discovery
Customer A made a
recommendation
1,228 impressions , 0.33%
engagement (The percentage of time
members engaged (clicked, liked,
commented or shared) with this
recommendation organically.
Customer B makes a
recommendation
83 impressions 14.46%
engagement 27 www.socialmediajedi.info
Twitter influencer discovery
SocialBro can also help you to find the
stars of your Twitter community www.socialmediajedi.info
29
Pinterest influencer discovery Influential followers
identified with Pinreach…
And Curalate
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Influencer discovery With Adobe SocialAnalytics, you can connect social conversations to
business results. Now we can answer this question;
What is social media’s impact on my business?
www.socialmediajedi.info
31
Clive Roach
@jedi_roach
Google+
http://gplus.to/CliveRoach
Blog
http://www.socialmediajedi.info
www.Socialmediajedi.info
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