B2B Introduction to Content Strategy, Social Media Marketing and Social Business

Paynet Online Social StrategyCreating virtual good & saving real lives.

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AgendaIntroduction• Disclaimer• Logos• Key • Learning 1 - 3StrategyMeasurementListening*Content Strategy• You the publisher• Targeting CEOs• Linkedin Search Example• Content Calendar• LinkedIn Company Page Rev• LI Company page exampleSocial Media Marketing• Amplifying Content• Content MarketingSocial Business• Hub and Spoke• Content / Workflow HubNext Steps


Social Media = Magic

FREE

CHEAP

EASY

MONEY

TIME

COMMITMENT

Viral


Logo Wall (of Shame)

Brand Manager RolesDigital Analyst

**Sr. Social Media Specialist: Enablement

Social Media Manager

Promotions Writer


3 Key Learnings…


Learnings… #1

• Review Best Practices

• Execute Pilot Programs

• Training• Testing

Crawl Walk Run


Learnings…#2

AAGAlign Against Goals

Measure, Tweak, Repeat…

• Targeted Content

• Channel Strategy

• Measurement Plan

• Defined Analytics


Learnings…#3

CYACover Your Ass-ets

Go Foundation Firsti.e….• Strategy• Metrics• Listening /

Monitoring• Responding• Seed Content

Optimized Social Channels

• Customer Service

• Social Tools• Approval

process


Strategy, Measuring &

Listening


STRATEGYGoals Testing Tweaking Tools Metrics Consistency Focus

Commitment

What are you going for?

• Clicks

• Shares

• Likes / Favorites

• Page Likes (growth)

• PTAT – People T

alking About This

• Virality

Pick SOMETHING.

Measure it!

https://www.facebook.com/help/293874353972579




MeasurementGoals Testing Tweaking Tools Metrics Consistency Focus

Commitment Just a couple of tools…

• Website Stats

• Referers

• Form submissions

• Bit.ly

• Shorten links,

track clicks

• Hootsuite (ow.ly)

• Schedule posts,

track growth,

shorten links,

auto generate

weekly reports

https://bitly.com/

https://hootsuite.com/


LISTENING/Monitoring

Volun – told!

CongratulationsYou have been

WARNING: starting any social media account obligates you to check it, respond to questions,

address comments and generally pay attention.

Users WILL hold you to it.

…and responding


Content Strategy


YOU THE Publisher**PayNet’s objective is to “rewire” the credit operations of small business banking.

White Papers

Case Studies

Studies (research)

Blog Articles

Op-ed

Curated news

Facebook

Twitter

LinkedIn

Google+

Instagram

Vine

FoursquareTARGETED MESSAGING

Thought Leader

Influencer Engagement

Branding

Positioning


TARGETING CEOsGoals Testing Tweaking Tools Metrics Consistency Focus

Commitment

Strategies may include:

• Blog establishment

• LinkedIn Ads

• Outbrain – Forbes,

Inc.

• Twitter

• PR News

• Guest Posts

• Partnerships

Measure, Tweak, Repeat

CEO Influencers

• Board of Directors

• Chief Risk Officer

• Chief Credit Officer

• Chief Lending Officer

• Chief Financial Oficer

• SVPs

• VPs

• Bloggers

• Economists


LinkedIn Search - CEO


CONTENT CalendarGoals Testing Tweaking Tools Metrics Consistency Focus

Commitment

Best Practices

• Strategy & Planning

• Set Goals &

Measurement

• A/B testing

• Consistency

• Flexibility

• Dedicated Resources

• Blog?


LinkedIn Company Page Goals Testing Tweaking Tools Metrics Consistency Focus

Commitment

Current 124 followers…

• Company info – SEO

• Products – SEO

• Posts – Demonstrate

expertise

✓

✓

✓

Future 1024 CEOs…

• Active Resource for

CEOs - post daily /

weekly

• Keep products up to

date

• Growth Strategy

• Monitoring in place


LinkedIn Co Page Ex Goals Testing Tweaking Tools Metrics Consistency Focus

Commitment


Social Media MarketingSystems


IF YOU BUILD IT…

You’ll have an empty

stadium.

• Promote

• Entertain

• Maintain


Amplifying Content

Identify / Create content

in support of…

• SEO

• Lead generation

• Brand / Reputation

Building

• Marketing Campaigns

• Web Content Strategy

• Influencer Marketing

• Sentiment building

Measure, Tweak, Repeat


Content Marketing


Social Business


Hub & SpokeCompany-wide Social

Media Integration

• Employees are

activated

• Customer Service

includes phone &

social

• Brand Marketing

“thinks” social at the

start

• PR includes social

friendly releases

• Events are social first

• Marketing Materials

are content for the

calendar


Workflow Hub & Spoke

Customer Service

Absolute PD Sales Specialist

Analysts

Marketing

PR

Community Manager


Future

http://blog.hootsuite.com/ceos-using-social-media/




NEXT Steps

Now: Just Do It!Identify GoalsContent Strategy – BLOG• Identify the core team

• Advisor role• Champion role• Copy / Creative resources

• Identify a channel• Approach• Training• Best Practices

Try, Measure, Tweak, Repeat

Thank you



Appendix


POSTING DO

• Images that pop!

• Provoking questions

• Resourceful links

• Be conversational

• Have conversations

• Shorter is BETTER

DON’T

• Over sell

• Go off brand

• Ignore questions

• Show frustration

Click a pic to view the

post

https://www.facebook.com/photo.php?fbid=10151910758860031&set=a.246836160030.181674.106485550030&type=1




HOOTSUITE

FREE TOOL: Save time by scheduling postsOne login for all your channels

Track metrics with weekly reportsDelegate tasks to team members

http://hootsuite.com

Fun fact: I graduated!

-Richard

http://hootsuite.com/



http://learn.hootsuite.com/u/richardbouchez


http://www.hootsuite.com/

http://www.hootsuite.com/


Education

B2B Introduction to Content Strategy, Social Media Marketing and Social Business