FRANkademy: Social Media Strategy for B2B

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• Introduction to social business: why we should care?

• Implementing a social business strategy

• Social ROI

• Tools of the Trade: LinkedIn, Facebook, Blogs,Twitter and Pinterest

• Case histories on social and B2B – both the good and the bad

• Where and how to begin a successful social business strategy

Overview



• Social ROI




Overview

What exactly is B2B?

Source KMPG 2011

O n l y 4 2 % of Australian organisations are embracing social media

48 % have no presence

in the space

O n l y 1 6 % feel it is important to have a clear social media strategy

O n l y 2 % prioritise dedicating

funding

Source: KPMG report in B&T article: http://www.bandt.com.au/news/australian-businesses-lag-in-social-media-game

Current State of Social in Australia

Traditional Media Approach

Social Business Approach

BRAND AWARENESS BRAND REPUTATION SALES

You need both to succeed

Bought

Media Owned

Assets

“Earned”

The relative importance

Recommendations from people known

Consumer opinions posted online

Editorial content (e.g. newspaper article)

Branded websites

Emails signed up for

TV

Brand sponsorships

Magazines

Billboards / outdoor advertising

Newspaper

Radio

Ads before movies

TV program product placements

Ads served in search engine results

Online video ads

Ads on social networks

Online banner ads

Display ads on mobile devices

Text ads on mobile phones

TWITTER

FORUMS

FACEBOOK

BLOGS

EARNED

OWNED

BOUG

HT M

EDIA

Nielsen study agrees

Have some degree of trust in the following forms of advertising:

Source: Nielsen Global Trust in Advertising

Survey, Q3 2011

WOM is also B2B’s main purchase influence

B2B buyers are active social media users

Social is no longer optional – integration is key

First mover advantage is there to be seized

Top Take outs.. So far

WOM and social are very relevant for B2B sales



• Social ROI




Overview

http://www.flickr.com/photos/ontario_wande

rer/3496185271/

It’s not about the tools.

It’s how you use them.

Share, talk, answer, engage, give something

for free, have a personality, be different…

It doesn’t come naturally for most brands

Most brands are socially inept

http://trendwatching.com/briefing/

Only Human Brands succeed

with social

Most brands are not HUMAN

http://trendwatching.com/briefing/

http://www.intersectionconsulting.com/blog/

Tactics/

Shop Front

Strategy

Social Media Best Practice

http://magicofteams.wordpress.com/2010/12/02/silos-firm-they-stand/

The Single Biggest Challenge









CLOSED Silos, separate and

information hoarding

COLLABORATIVE Freely sharing

information and knowledge internally

OPEN CULTURE Connecting internal and

external communities for mutual gain

The inevitable shift

Social Business has a knock on effect

Social media means more than a Facebook page

Brands need to be human and break down silos

It is not about the tools, but how you use them


Social media requires a social business



• Social ROI

• Tools of the Trade: LinkedIn, Facebook, Twitter and Pinterest



Overview

Social media ROI for B2B

http://www.b2bbloggers.com/blog/b2b-social-media-roi/








www.allfacebook.com/facebook-wall-posts-brands-2011-10

2011 study shows

that 95% of

Facebook posts on

brand pages are

ignored

Social ROI: You get out what you put in

http://www.booz.com/media/file/BoozCo-Campaigns-to-Capabilities-Social-Media-and-Marketing-2011.pdf

The Benefits of Getting it Right

Companies view social media as offering the most benefit in

the upper stages of the purchase funnel.

Social ROI measuring framework

http://www.intersectionconsulting.com/2012/social-media-measurement-framework/

Anyone notices the

resemblance to the

Star Wars

Millennium Falcon?








Social ROI metrics put traditional ones to shame

Nearly 40% of B2B marketers’ budgets in 2011 were spent on

trade shows. Long-term lead generation was not measured.

ENGAGE & CONVERT

AT, then BEYOND

Radian6- online stalker extra ordinaire

Example report: Metcash

Volume of Metcash related mentions

146 mentions nationally across social

media channels the last 30 days

Identify core

discussions

Volume split by Media

146 posts reached

166,586 people

Who is discussing?

What Are they Saying?

USERS & TOPICS SENTIMENT

ANALYSIS Positive?

Negative? Neutral?

B2B Benefits of Social Media Monitoring

Listen for Leads You can immediately connect with those asking

the questions

Niche Target. You have a specific product / service with

a specific audience

Brand-less Conversation You can target people based on your service

and don’t need to outspend the

competition

Awareness

Opinion

Consideration

Intention

Sale

Real time justification

and understanding

Social is highly measurable & accountable

You get out what you put in


Radian6 can be a useful listening and monitoring tool



• Social ROI

• Tools of the Trade: LinkedIn, Facebook, Blogs, Twitter and Pinterest



Overview

How Did you Arrive Here Today?

Which tool is the most important for B2B marketing?

• Online visibility

• Showcase your expertise

• Lead generation

Why LinkedIn is a power tool for B2B

http://blog.brainrider.com/2010/09/linkedin-for-b2b-marketing-8-best-practice-tips-to-get-customers/






















5 LinkedIn tips

• It’s a company affair

• Show an interest in others

• Complete & maintain your profile

• Link your profile with other platforms

• Watch out for spam

The Voice uses LinkedIn to showcase its services



YouTube integration

The world’s most popular social tool:

http://www.simplyzesty.com/social-media/linkedin-vs-facebook-whos-the-best-at-b2b-infographic/

• Popularity

• Lead generation

• Low cost

• Easy to use




















• Integrate Facebook into all other marketing/communication activities

• Don’t talk about yourself 24/7- listen more instead

• “build it and they will come” only works in the Field of Dreams- add value,

share, discuss and share an interest in others

How to make it work

http://www.allfacebook.com/facebook-page-consumers-2012-02










Example: UPS on Facebook

Customer case studies

Introducing the people

behind the brand

Helpful B2B info beyond

logistics

Why Blogs should be part of your social play

http://www.b2bmarketinginsider.com/social-media/blogging-is-good-business-8-tips-to-get-it-right

• Lead generation

• Excellent traffic driver

(Google Juice)

• Inbound marketing leads cost

62% less than outbound

• Showcase your experience &

thinking






















How to get the most out of your blog

Update regularly

Get everyone involved

Use Keywords & Links

Use images & Tags

Comment on other blogs

37 Signals- corporate blog with 124k subscribers


Product

announcements, with

a touch of their

quirky brand

personality


Product

announcements, with

a touch of their quirky

brand personality

Transparent &

human

approach to

communications


Tips on

customising

their apps

Micro blogging aka

• Pick up sales leads

• Great research tool

• Good traffic driver

• Customer service

• Company news

Become a Star Tweeter with these tips

• Incorporate into your overall strategy

• Dedicated accounts make sense

• Listen more, talk less

• Be part of the conversation to find

solutions

@HPBizAnswers for advice

1,480 followers

@HPBizAnswers

complements the

discussion on their

blog articles and

extends the

conversation to

promote HP’s quality

SMB advice and

solutions…

The new kid on the block:

• 11.7m users worldwide and rapidly growing

• 360k users in Australia, 25th most popular site

• HUGE traffic driver- bigger than Facebook, LinkedIn & Twitter

Pinterest drives 6% of traffic to our blog after only a few weeks

http://adage.com/article/digitalnext/brands-pinterest-breaking-law/233038/

Pin your own content- otherwise respect copyright

How to rock Pinterest

Show your brand outside office hours

All pins link back to its original site to be careful what you pin

No self promotion- contribute and share only

Pin good quality and up to date images









B2B Pinterest Best Practice

• Tech manufacturer- computers,

printers, servers etc.

• Showcases its products

online catalogue

• Showcases other brands which

complement its own products

• Useful tips, e.g. Mother’s Day

gift inspiration

The conclusion: Be Social to Win in Social Media

The tools require brands to be social

The tools are as good as their users


The tools work best if integrated with other assets



• Social ROI




Overview

SOCIAL BUSINESS CASE STUDY

Deloitte's "Entanglement" Model For B2B Digital Marketing

So, err – who’s Deloitte?

“Deloitte” is the brand under which tens of

thousands of dedicated professionals in

independent firms throughout the world

collaborate to provide audit, consulting,

financial advisory, risk management, and tax

services to selected clients.”

Deloitte; ‘I’m kind of a big deal’

Old school B2B thinking: Website / company focus

B2B Website

B2B online

universe

New school B2B thinking: Multi-channel marketing

Mobile

Tablet

B2B

Website B2B Customer

B2B online

universe

New dictum

“Be RELEVANT and DISCOVERABLE

everywhere your CUSTOMER is.”

Old ‘Hub and Spokes’ approach

B2B

Website

= inbound „paid‟ traffic

New ‘Entanglement’ approach

Mobile

Tablet

B2B

Website

“Be relevant and discoverable everywhere your customer is.”

“Clive”

Yummy!

Content: ‘planting the seed’ rather then starting with the ‘plant’

• The website is still the epicenter of B2B digital marketing

communications but its not ‘be all and end all’

• Single minded ‘Traffic driving’ digital marketing is the B2B old school –

still relevant but not ‘be all and end all’ • Social Mediums must be integrated in B2B digital marketing strategy – FROM

START

• Developing the content your consumers want will separate you from

your competition

• Through metrics and analytics we can track engagement with thought starters

then grow deeper, more relevant and engaging content

Key take-outs from Deloitte

“Be RELEVANT and DISCOVERABLE everywhere your CUSTOMER is.”


World’s largest business and technology provider

It all started with this observation…

‘To be a social business, you recognise employees need to be agile, informed and able to work beyond their job descriptions’ Jeff Schick, VP of Social Software

• Listen for leads & drive

sales

• Learn from each other

through an open exchange

• No corporate accounts-

individual employee

accounts only

IBM social media objective

http://www.emarketer.com/blog/index.php/case-study-ibm-drives-millions-dollars-worth-sales-

leads-social-media/

http://www.emarketer.com/blog/index.php/case-study-ibm-drives-millions-dollars-worth-sales-leads-social-media/





















The IBM social media framework

Interaction &

Collaboration


*Culture & Leadership

People* Process Technology






















The key to success- IBM’s social media policy

http://www.ibm.com/blogs/zz/en/guidelines.html

Because IBM does rely on

personal social media

accounts it needs a

sound social media policy

• Personal liability for all content

• Identify yourself as an IBM employee

• Respect copyright

• Don’t share any confidential info

• Respect your audience

• Try to add value

• Don’t pick fights and apologize where appropriate

http://www.ibm.com/blogs/zz/en/guidelines.html

Kinda like what you learnt at Kindergarten maybe?

Result: 400% increase in sales

1st quarter

of 2011


Leading Australian provider of business solutions

The Strategy: make business life easier

Love your work

MYOB Blog : The Pulse provides solutions

The blog provides

support and tips to

make business life

easier

MYOB - : various tabs

tutorials

Tutorials to make

the most out of the

MYOB software

profile: relevant info for SMEs

“Our solutions make business life easier…”


Aircraft engine maintenance, repair and overhaul

“We know that marketing is heading more in the direction of relationships as opposed to talking AT our customers”

How it all started…

1. Use social media to achieve greater awareness

within the industry

2. Reach potential buyers, manufacturers and key

influencers to build meaningful relationships

3. Develop a relationship with Pratt & Whitney, THE

key influencer in the industry

Social Strategy Objectives

Social Strategy Framework:

Content strategy

objective: demonstrate expertise

and thought leadership

Reach the industry, in particular

Pratt & Whitney

Gain leads, sales, advocacy, WOM

and insights

Establish the brand as an industry

specialist

Social Tools

• Credibility • Industry leadership • Leads and sales • Insights

provides discussion and leads

• Regular posts • Interesting articles

with tips and expert advice

• Keeping the end goal of their strategy in mind: Lead generation

connects with fans 4,300+ Likes, 249 people ‘talking about this’ Lead generation and driving traffic to their site/blog

Engaging fans with content and discussion

Listening and responding to community

Advocates and B2B industry contacts reciprocate!

connects with the industry

Use LinkedIn discussions to gather feedback, generate discussion, and drive traffic to their site and services

Attracted a strong following (45%) of senior B2B owners/managers in the industry, as well as entry-level enthusiasts who look to Covington for expert advice

directly engages and drives traffic

Directly engaging with their followers about aviation and aircraft topics.

Directing traffic to their latest blog posts and other social platforms

Stimulating conversation and

getting insights

shares their services and expertise

14 videos 3,800+ views .. And leads!

• Facebook fans increased from zero to over 1,000 within 3 months, reaching industry leaders and advocates

• Caught the attention of Pratt & Whitney, who are inspired to begin their own social media strategy

• Covington gained awareness and expertise by guest blogging on Pratt & Whitney’s site

• Pratt & Whitney partnered with Covington to launch an official community for the P&W’s PT6 engine…

Results

Recognised as a leader in the industry Gaining further top-of-mind consideration and leads in the industry

as community growth accelerates… And it all started with a well thought out and supported social strategy!

What NOT to do in Social Media

Honda- always identify yourself as an employee

Few Honda Facebook fans liked the new

design of their latest CUV so the product

manager of this car decided to post positive

comments on Facebook defending the

design.

The fans however were not amused and

masses of negative comments flooded the

page

Dell Hell- respond swiftly to contain disasters

http://econsultancy.com/uk/blog/7913-14-epic-social-media-fails

A photo of an exploding Dell laptop

gets published, spreading like

wildfires globally. Dell does not

respond. For a very long time.

Weeks later Dell has to recall 4m

laptop batteries and finally addresses

the issues.

What Dell should have done:

Address the issue immediately and

use social media to contain the PR

disaster












When private and corporate views clash-

Energy Watch CEO Ben Polis on racist

& sexist rant on Facebook backfires

Result: Ben

resigned, Energy

Watch’s reputation

is massively dented

http://www.heraldsun.com.au/news/more-news/polis-scandal-warns-us-to-think-before-posting/story-

fn7x8me2-1226320108427

http://www.heraldsun.com.au/news/more-news/polis-scandal-warns-us-to-think-before-posting/story-fn7x8me2-1226320108427





















GoDaddy- personal use of social media can backfire


GoDaddy CEO Bob Parson killed an

elephant and put it on YouTube and

Twitter. The backlash was immediate

(especially from PETA) and the general

public was absolutely outraged

What Bob should have done:

1. Not kill an elephant or any other animal

2. Consider how his personal behaviour

affects the company image and sales












The tools are secondary- invest in resource instead

Start with setting objectives for your social play


Don’t bullshit your audience- you will get caught



• Social ROI




Overview

1

• Internal- all stakeholders

• External- consumers industry, trends, competitors, strengths, opportunities, weaknesses, …

• Analysis of online chatter and buzz- agile and dynamic approach

Listen & Learn

4

• Detailed quarterly reporting on agreed key KPIs

• Constant monitoring of chatter

ROI metrics &

reporting

2

• Resource management

• Strategy implementation

• Content planning

• Social policies and guidelines

Social Business

Strategy

• Budget recommendation

• Measurement of success

• Marketing as a Service

• Plan to become a social brand

3

• Community Manager recruitment & training

• Editorial calendar

• Knowledge sharing

Community

Management

• FRANkademy workshops, training and

support

• Response flow chart

• Employee engagement

FRANk Process: 4 steps to a social business

FRANk- full service social business agency

What can we

do for you?

90% + of brands

We have Facebook and

Twitter but no one

wants to be our friend

or talk to us.

“We’ve made a start”

We’re not sure where

to start or whether

we need to?

“We are nowhere”

We have a community manager who regularly

engages with our growing community.

“We get it!”

At what stage is your B2B social business?