Social media marketing 8 22-13

Social Media for B2B

EVERYTHING I KNOW IN 60 MINUTES

Outline

• Why should businesses be using social media?

• What’s in it for your business?

• The Big Three Four

– How they’re different

– How to use them appropriately

• “What should I say?”

• Setting guidelines

• Defining and measuring success

Why?

Why?

• 93% of B2B marketers use social marketing to market their business

• 85% of marketers reported that the number one benefit of social marketing is generating more business exposure

• 74% of marketers reported that social marketing has increased their site traffic

• 59% of marketers are using social marketing for 6 hours or more per week

Source: Marketo

Why?

21

17

15

11

11

0 5 10 15 20 25

Social Media

Lead Gen Sites

Online Mkt Services

Online Pubs

Online Ads

Compound annual growth of B2B marketing spending

Source: AMR International

Why?Source of leads for B2B websites:

Email11%

Organic search27%

Other3%

Social5%

Referral13%

Direct URL33%

Paid search9%

Source: AMR International

Why?

• 70 percent of the buying process in a complex sale is already complete before clients are willing to talk with a sales person.

• Along with Google searches for product information, buyers and prospective clients are also searching for and encountering information inside of social networks.

• In addition they are increasingly asking their peers for recommendations and advice across social media.

• Social media has changed negative and positive impact to the brand and the speed at which that impact can spread to others, including media outlets.

WHAT’S IN IT FOR YOUR BUSINESS?

What’s in it for your business?

• Find new customers and partners

• Build relationships with existing customers

• Recruit new employees

• Stay informed

• Discover and respond to issues

• Humanize your brand

THE BIG THREE

THE BIG THREE FOUR

• The #1 platform for B2B networking

• 238 million users

• 2.1 million groups

• 3 million company pages

What to do – Personal account:

• Complete your personal profile

• Join groups (max. 50)

– Not just with your competitors

• Recommend colleagues

• Share work-related status reports

• Share examples of your work

• Engage in discussions

• Introduce people in your network

• Be professional

• What NOT to do:

– Share non-work-related content

– Connect with people you don’t know• Unless you want to

– Connect with your competitors• Unless you want to

Don’t be this guy!

What to do – Company Page:

• Set up Products and Services

What to do – Company Page:

• Set up Products and Services

• Use the banner for more than just a logo

What to do – Company Page:

• Set up Products and Services

• Use the banner for more than just a logo

• Request recommendations

What to do – Company Page:

• Set up Products and Services

• Use the banner for more than just a logo

• Request recommendations

• Post company-related status reports

• Share industry-related news

Pro tip:

Searching your connections’ connections

• The biggest social network

• 1.15 billion users

• 42 million pages

What to do:

• Let followers see “inside” the company

What to do:

• Let followers see “inside” the company

• “Share” company status updates through your personal account.

What to do:

• Let followers see “inside” the company

• “Share” company status updates through your personal account.

• Reply graciously when people post on your page, even if it’s negative.

What to do:

• Let followers see “inside” the company

• “Share” company status updates through your personal account.

• Reply graciously when people post on your page, even if it’s negative.

• Be personal.*

What NOT to do:

• Sell, sell, sell!

• Post anything you don’t want your customers to see.

– Or your boss

– Or your mom

– Or your kids

• Beg for likes and shares.

Maximizing your reach

• 500 million users

• 13 million monthly users

What to do:

• Follow influencers

• Establish credibility

• Get in conversations

• Create lists

What to do:

• Follow influencers

• Establish credibility

• Get in conversations

• Create lists

• Be interesting.

What not to do…

What NOT to do:

• Post links with no description

• 500+ million users

– If you have a Gmail account, you’re a Google+ user

• Likely to have a significant impact on search ranking

What to do:

• Create your company page

• Experiment

• Encourage +1s from your connections

• Be patient

“SO WHAT SHOULD I SAY?”

Why do people follow brands?

Facebook Twitter0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

33%24%

37%44%

6% 6%

18% 23%

5% 4%

Service, support, or product newsInteresting or Entertain-ing contentFriends are fans of the brandSpecial offers/dealsCurrent Customer

What is “good content”?

• Sales promotions

• New product announcements

• New employee announcements

• Job postings

• Invitations to company events

• Shout-outs to customers and suppliers

• Industry news

• Examples of your work

• Questions

Social Media 4-1-1

Have an “editorial calendar”

• A schedule of content and sales posts

• Weekly/monthly

• Key strategic messages

• Get input from multiple sources

• Central approval

Have an “editorial calendar”

SETTING GUIDELINES

Setting Company Guidelines

• Varies from business to business

• Be aware of regulatory issues

• Set boundaries between work and personal use

• Establish consequences for violations

• Have an editorial review process

• Respond promptly but prudently

• View other companies’ policies at http://socialmediagovernance.com/policies.php

Basic Guidelines

Don’t:

• Talk at people

• Blurt

• Discuss competitors

• Get into fights

Do:

• Listen and converse

• Plan and strategize

• Be your(company’s)self

• Be nice

• Be interesting

• Be generous

• Provide valueRemember: the Internet is forever!

MEASURING SUCCESS

What matters?

• Followers

• Retweets/shares

What matters?

• Followers

• Retweets/shares

• Web traffic

What matters?

• Followers

• Retweets/shares

• Web traffic

• SALES!

• LEADS!

What should we measure?

Engagement

• New followers

• Likes, +1s

• Comments, replies

• Shares, retweets

• Clicks

Conversion

• Email signup

• Contact forms

• RFQs

• Sales

Interesting Effective

How should we measure?

How should we measure?

How should we measure?

• Hootsuite

• Radian6

• Facebook Insights

• LinkedIn Company Page Analytics

• Google Analytics

A WORD OF CAUTION

#oops #yourefired

To Summarize

• Don’t treat all the networks the same.

• Have a strategy.

• Establish guidelines.

• Follow the 4-1-1 rule.

• Listen and engage.

• Measure success.

• Learn and adapt.

QUESTIONS, PEER REVIEW

THANK YOU!

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