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Beyond Your Zappos Case Study:B2B Social Media Strategies for the Rest of Us
Paul Furiga (@PaulFuriga) and Samantha Wannemacher (@shw72388)
PRSA Digital Impact Conference | May 5, 2011
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DISCLAIMER: We love Zappos, actually
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The “Big Brand” Impact of Social Media• A new study shows Audi has the most-engaged
Facebook fans — among pages with 100,000+ “Likes.”
• Zappos was one of first companies to embrace Twitter aggregation; today has 1,818,124 followers
• But what about the rest of us?
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The “Big Brand” Lessons
• Learn from what they do best
• Everything is relative(are you Coca-Cola?)
• Set benchmarks that are right for your organization
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Takeaway # 1
For SMB, B2B #SM success: learn from the big brands, but blaze your own path
#PRSADIConf
#WWB2Bsocial
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Getting it Right in SMB, B2B Social Media• “Destroy Your Printer” YouTube contest• Expert Laser Services gave customers a way to vent their
anger on printers• Web traffic doubled; gained 100 new inbound links• Recycler Magazine did an internet TV special and wrote an
article about the contest• Picked up a new client
DIRECTLY from the social media campaign!
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Where we’re going today• Strategies and tactics for getting started• Staying focused• Achieving and measuring results• Action items you can
take away today
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You’ve sold social media: Now What?
• Listen first (search.twitter.com or Facebook search)
• Start with ONEsocial network first
• Walk before yourun
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Keep friends close; enemies closer
• Is your competitionwinning or losing?
• Scour websites tosee what others say
• Positive? Note similartactics you can implement (just don’t be a copycat).
• Negative? Write down what not to do.
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Apply the rule of thirds
• Keep your social media content valuable by following the 33/33/33 social media rule:
33% Promotional33% News33% Conversation
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Stay True to Your Brand
• Establish your “voice” or personality• Yes, the same voice as in all your
existing marketing• Reflect the space
you hope to own
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Takeaway # 2
• SMB, B2B #SM success requires you to be true to your brand
#PRSADIConf
#WWB2Bsocial
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Our Planning Tool Kit• Annual “Social Media Calendars”
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Our Planning Tool Kit
• Social Media Overviews
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Staying regular
• Recurring, scheduled posts create consistency and provide audiences with a reason to check back
• “Fabulous Frames Friday”• “Facebook Fact Friday”• “Twitter Tip Tuesday”• “We Care Wednesday”
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Start with what you’ve already got…
• …Your existing customers! • Draw from the existing network: e-mail
newsletter subscribers, blog readers, etc. (send updates/invites to your network)
• Send out an e-blast, add the Facebook logo to your Website, Blog, etc.
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Takeaway # 3
For SMB, B2B #SM success: one channel first, plan your content, start with friends
#PRSADIConf
#WWB2Bsocial
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Inform and Encourage Participation
• We’ve Gone Social!
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Takeaway # 4
For SMB, B2B #SM success: encourage employees, empower advocates, engage newcomers
#PRSADIConf
#WWB2Bsocial
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Measurement: Back to Benchmarks• “Our web company offers very positive feedback
on the traffic from the Facebook page, and our residents are constantly telling us that their kids/grandkids check out their photos on Facebook.” – Redstone Highlands
• “Let’s Talk About Social Media”-- Long Term Living
• Redstone for 30 campaign
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Takeaway # 5
For SMB, B2B #SM success, measure what matters to you, don’t follow the rest
#PRSADIConf
#WWB2Bsocial
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Build it and they will come: Facebook• Leverage Facebook’s viral nature – the news
feed
• Link to your page inyour e-mail signature
• Attract fans and KEEPTHEM with promotionsand contests!
• DON’T clog news feeds and DON’T talk about YOU all the time!
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Build it and they will come: Twitter• Invite friends via e-mail, Facebook, Blog, newsletters, etc.
• Follow selectively – choose those related to your company
• Join industry and topic groups related to your business (www.wefollow.com)
• Participate in Twitter chats related to your business (#journchat. #u30pro, #HAPPO)
• Set your e-mail preferences to notify you of new followers
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Takeaway # 6
For SMB, B2B #SM success: repeat your plan to add channels when you master your first
#PRSADIConf
#WWB2Bsocial
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A bonus for you!
• Visithttp://www.wordwritepr.com/b2b-social-media-planning-and-execution-tools/to download samples of our:
Annual Social Media CalendarSocial Media Overview“We’ve Gone Social!”
communication document
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Thank you! Questions? Comments?
Linked In:www.linkedin.com/in/paulfurigawww.linkedin.com/in/samanthawannemacherwww.linkedin.com/companies/wordwrite-communications
Twitter:@paulfuriga, @shw72388, @wordwritepr
Online:www.wordwritepr.comwww.wordwritepr.com/[email protected]@wordwritepr.com