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Social media strategy has become increasingly more important in B2B marketing as more organizations are directing a portion of their marketing budgets towards this area. Are you ready to make social media a bigger part of your overall marketing strategy but not sure where to start? The good news is: an effective B2B social media strategy is easier than you might think. Tonya Severance, Copywriter and Social Media Specialist at Sales Engine International, discusses how to build an effective B2B social media strategy.
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If It's Tuesday, Update Facebook:
Simple Steps to Building an Effective B2B Social Media Strategy
Today’s PresenterTonya Severance, Program Manager
and Social Media Specialist
Tonya Severance leverages over 10 years of experience in marketing, advertising and account management to provide support in every aspect of the marketing program Sales Engine delivers to her clients. In addition, she serves as a specialist in social media, playing a consultative role in social media planning for all Sales Engine clients. Prior to joining Sales Engine, Tonya was a Marketing and Advertising Coordinator for B2B media.
About Sales Engine International
Social Media Platforms for B2B Businesses
• Social networking site for businesses and professionals
• Two opportunities for profiles• Personal Page • Company Page
The Basics
• Tips for Profile Building• Up-to-date logo• Up-to-date headshot• Personable, catchy copy
about the company• Unique tone and style• Adequate contact
information
The Basics
X
• Tips for Profile Building• Up-to-date logo• Up-to-date headshot• Personable, catchy copy
about the company• Unique tone and style• Adequate contact
information
The Basics
X
• Tips for Profile Building• Up-to-date logo• Up-to-date headshot• Personable, catchy copy
about the company• Unique tone and style• Adequate contact
information
The Basics
• Tips for Profile Building• Personable, catchy
copy about the company
• Unique tone and style• Adequate contact
information
The Basics
• Connect with your rolodex and your employees• Take advantage of groups
• Join existing groups• Start a new group
Next Steps
• Create content library• Thought leadership • Events• Opportunities• Build calendar
Next Steps
Content Calendar
Date Time Company Page Personal Page Group PostApril 3 5:00pm Did you see our State
of the Mainframe update? http://bit.ly/InfoSec_stateofmainframe
We published a State of the Mainframe Address, watch it here: http://bit.ly/InfoSec_stateofmainframe
Is the mainframe here to stay or going the way of the dinosaur?
April 10 5:00pm In case you missed it, here's the skinny on MEAS™: http://bit.ly/infosec_MEAS
All you need to know about MEAS™: http://bit.ly/infosec_MEAS
Would a mainframe event acquisition system be helpful in your event and log management strategy?
Update StatusesCompany pagePersonal page
Group ParticipationAsk a question/Start a conversationComment on an existing discussion
Respond to any CommunicationCompany pagePersonal pageGroup pages
Weekly Task List
• If you interact with someone who isn’t a connection in a group, send them an invitation
• LinkedIn has a built in reporting application that will help you monitor your growth and effectiveness
• It is not necessary to pay for LinkedIn to build a successful LinkedIn strategy. Paid memberships though allow you to contact people with whom you are not already connected – which is a good B2B benefit
Keep in Mind
• Social networking and microblogging site with 140-character post limit
• One opportunity for a profile
• Tips for Profile Building• Branded Pages
The Basics
• Follow your rolodex and your employees• Find more accounts to follow
Next Steps
• Create content library• 140 character limit• URL shorterners• Hashtags • Retweet
Next Steps
The Hashtag
#socialmedia
Retweet
Share interesting tweets you’ve read
TweetInclude a hashtag
ReplyBrowse the tweets on your homepage, reply to one
tweet
RetweetBrowse your list and retweet one tweet
Respond to any CommunicationCheck CONNECT tab
Weekly Task List
• The Twitter community wants to feel engaged. Follow everyone and retweet frequently
• Use the CONNECT tab to monitor your engagement with the Twitter community
Keep in Mind
• Social networking site for everybody
• The truth about Facebook
The Basics
The Basics
• One opportunities for profile• Official Company Page
• Tips for Profile Building• Up-to-date logo & cover
image• Personable, catchy copy
about the company• Unique tone and style• Adequate contact
information
• Join/Create Groups
Next Steps
• Create content library• Thought leadership • Events• Opportunities• Build calendar
Next Steps
Update Official Company Page Status
Group Participation Ask a question/Start a conversation Comment on an existing discussion
Respond to any Communication Company page Group pages
Weekly Task List
• One opportunity for profile• YouTube Channel
The Basics
Next Steps
• Create content library• Marketing videos• Live demos• Recorded
webinars
Next Steps
• Naming videos• Video Headlines• Descriptions• Tags
Check for comments and reply
Weekly Task List
• The goal – increased awareness
Keep in Mind
• Your content calendar should be flexible to allow for spontaneous and timely posts
• The best time to post will depend on your audience and their habits, there are online tools that can help you narrow this down – but early morning and early evening on business days is a good rule of thumb
Keep in Mind
• Add social media icons to your all of your messaging
Keep in Mind
• Identify an internal team to help manage your strategy
Keep in Mind
• Review your strategy every quarter. Did one post generate a lot of activity? Use this knowledge to constantly improve your strategy
Keep in Mind
Thank youQ&A’s
Thank you | Q & A
Tonya Severance leverages over 10 years of experience in marketing, advertising and account management to provide support in every aspect of the marketing program Sales Engine delivers to her clients. n addition, she serves as a specialist in social media, playing a consultative role in social media planning for all Sales Engine clients. Prior to joining Sales Engine, Tonya was a Marketing and Advertising Coordinator for B2B media.
Map Offer
In the survey at the conclusion of today’s presentation you will have an opportunity to request a copy of the Sales Acceleration Map.