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B2B Social Media Essentials
Housekeeping
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We help / have helped these businesses with their social media marketing:
Old Bus Depot MarketsNational Parks NSW – Wild about Whales
Infomedia – Automotive IndustryCapital Region Farmers Market
Allbids.com.auThe Hellenic Club
The RUCSportsmans WarehouseACT Digital Enterprise
(and more…)
What can we achieve today?
Inspire
Direct
Inform
Your name, business, how many social media
tools your business owns accounts on.
Overview
1. Who’s doing what
2. B2B vs. B2C
3. Start with a plan
4. Creating a content strategy
5. Picking and using the right platform
6. B2B post timing
7. How to avoid annoying
8. Managing and Evaluating
Who’s doing what?
Businesses with Social media presence
How often do you update your social media sites?
Which social networks are being used
It’s not abouttechnology..
It’s still about people (right?)
B2B vs. B2C
http://tasminlobley.files.wordpress.com
B2C – A room booked by an individual for 2 nights
B2B – A contract signed with a company for 12 months for 250 room nights
Who is their B, What do they need, what should the hotel be doing?
Consider these businesses: A Hotel
B2C – A training session for a day
B2B – A group training session for a team in a company (40 people)
Who is their B, What do they need, what should the training company be doing?
Consider these businesses: A Training Company
B2C – A individual / personal client
B2B – A SME client with monthly needs
Who is their B, What do they need, what should the accounting company be doing?
Consider these businesses: An Accounting firm
1. Person of influence / thought leadership
2. Education and Awareness activities
3. Industry niche expertise
4. Promote current clients and build favour
5. Show inside our process / company and build trust
6. Amplify partners and what they are doing
7. Position the brand ready for the sales cycle to start
8. Build multiple touches with an organisation
B2B uses for social media
Before you start…
1. Identify your strategic goals, objectives, strategies, and tactics
2. Get the right bums on the bus in the right seats
3. Define your target market
4. Create a content plan
5. Work out how you will evaluate the plan
Get your plan onto paper
Goals
Targets
Objectives
Resources
People
Budget
Time
Audience
Identify
Build
Engage
Tools
Platforms
Customisation
Content
Creation
Engagement
Management
Evaluation
Measurement
Reporting
B2B Social Media Planner
Building awareness Educating buyers Moving leads along the purchase path (nurturing) Engaging with all influencers in a company Serving existing customers Cross-selling or up-selling Generating new sales leads Establishing your expertise
Prioritise your goals
Creating a Basic B2B Content Strategy
1. Platforms
2. Anchor vs. Flexible content
3. Content Pillars (themes)
4. Content Plan and Timings
5. Different Channel - Different format
6. Evaluation
What’s in a content strategy
Repurpose, Share, Syndicate
Target your content
http://www.velocitypartners.co.uk/papers/b2b-content-marketing-strategy-checklist/
Possibly the best bit of content you’ll ever read…
Using the platforms
1. Develop a consistent presence – profile, company page, showcase pages
2. Identify, join and participate in groups
3. Connect with current customers
4. Identify prospects and their connections
5. Post updates and blog links via company page
6. Send useful finds via LinkedIn to connections
7. Create your LinkedIn B2B plan (come to session2!)
B2B tips on LinkedIn
1. Become an industry resource
2. Use great images to create shares
3. Ask B2B directed questions
4. Engage with the community
5. Spotlight your clients
6. Feed the beast with content
7. Amplify your partners
B2B tips on Facebook
1. Follow other B’s for insights - intelligence
2. Find the influencers in the B
3. Look for their pain points
4. Publish your own content related to their needs
5. Retweet the best B’s tweets
6. Favourite tweets of relevance
7. Schedule your posts to hit their times
B2B tips on Twitter
1. Videos from the business owner – build trust
2. Knowledge leader videos
3. Case studies of customers - testimonials
4. Business / product demos
5. Industry news update
6. Branded channel to create awareness
7. Share links across other platforms
8. Highlight relationship with suppliers
B2B Tips on Youtube
1. Think about the educational needs of your target market
2. Provide depth in content
3. Create a series of posts
4. Integrate multiple sources eg. Blog + Slideshare
5. Highlight results from other products – don’t sell
6. Syndicate into LinkedIn, Twitter, Facebook
B2B tips on your blog
B2B TIMING
‘AVOID ANNOYING’
Firehosing
Spray and Pray
‘Signed photos of yourself’
Managing &Evaluating
Keep Reading
Managing &Evaluating
Social media examples wiki - http://wiki.beingpeterkim.com/
http://www.salesforce.com/uk/socialsuccess/social-media-marketing/facebook-b2b-case-study.jsp
www.actdigitalenterprise.com.au
www.threesides.com.auwww.Facebook.com/threesideswww.Twitter.com/threesideswww.slideshare.net/threesideswww.pinterest.com/threesidespins
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