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If It's Tuesday, Update Facebook: Simple Steps to Building an Effective B2B Social Media Strategy

Simple Steps to Building an Effective B2B Social Media Strategy

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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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Page 1: Simple Steps to Building an Effective B2B Social Media Strategy

If It's Tuesday, Update Facebook:

Simple Steps to Building an Effective B2B Social Media Strategy

Page 2: 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.

Page 3: Simple Steps to Building an Effective B2B Social Media Strategy

About Sales Engine International

Page 4: Simple Steps to Building an Effective B2B Social Media Strategy

Social Media Platforms for B2B Businesses

 

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• Social networking site for businesses and professionals

• Two opportunities for profiles• Personal Page • Company Page

The Basics

Page 6: Simple Steps to Building an Effective B2B Social Media Strategy

• 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

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• 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

Page 8: Simple Steps to Building an Effective B2B Social Media Strategy

• 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

Page 9: Simple Steps to Building an Effective B2B Social Media Strategy

• Tips for Profile Building• Personable, catchy

copy about the company

• Unique tone and style• Adequate contact

information

The Basics

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• Connect with your rolodex and your employees• Take advantage of groups

• Join existing groups• Start a new group

Next Steps

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• Create content library• Thought leadership • Events• Opportunities• Build calendar

Next Steps

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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?

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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

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• 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

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• Social networking and microblogging site with 140-character post limit

• One opportunity for a profile

• Tips for Profile Building• Branded Pages

The Basics

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• Follow your rolodex and your employees• Find more accounts to follow

Next Steps

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• Create content library• 140 character limit• URL shorterners• Hashtags • Retweet

Next Steps

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The Hashtag

#socialmedia

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Retweet

Share interesting tweets you’ve read

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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

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• 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

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• Social networking site for everybody

• The truth about Facebook

The Basics

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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

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• Join/Create Groups

Next Steps

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• Create content library• Thought leadership • Events• Opportunities• Build calendar

Next Steps

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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

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• One opportunity for profile• YouTube Channel

The Basics

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Next Steps

• Create content library• Marketing videos• Live demos• Recorded

webinars

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Next Steps

• Naming videos• Video Headlines• Descriptions• Tags

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Check for comments and reply

Weekly Task List

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• The goal – increased awareness

Keep in Mind

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• 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

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• Add social media icons to your all of your messaging

Keep in Mind

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• Identify an internal team to help manage your strategy

Keep in Mind

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• Review your strategy every quarter. Did one post generate a lot of activity? Use this knowledge to constantly improve your strategy

Keep in Mind

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Thank youQ&A’s

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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.

Page 38: Simple Steps to Building an Effective B2B Social Media Strategy

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.