1. B2B Social Media: A
Roadmap for Success
Angela Connor; Senior Vice President, Group Director
Feb. 20, 2013
Angela Connor Twitter: @communitygirl #capstratsocial
2. WHAT TO EXPECT
• I pledge to be:
• Candid
• Insightful
• Passionate
• Helpful
Angela Connor
• Enlightening aconnor@capstrat.com
• Funny
Angela Connor Twitter: @communitygirl #capstratsocial
4. Social Media is not a fad. It’s a
fundamental shift in the way we
communicate.
Angela Connor Twitter: @communitygirl #capstratsocial
5. • 43% of small businesses
spend 6+ hours per week in
social media.
-Hubspot
Angela Connor Twitter: @communitygirl #capstratsocial
6. • 86% of small businesses
said they used Facebook
professionally every day.
-The Cargo Agency
Angela Connor Twitter: @communitygirl #capstratsocial
7. How are small businesses
using social media?
Angela Connor Twitter: @communitygirl #capstratsocial
8. Promote products. B2B marketers use social sites to
promote new offerings and spotlight current products.
Engage with influencers and brand
advocates. By engaging with influencers, fans and
advocates, B2B companies are building their online
reputations and encouraging sales.
Showcase content. Content marketing is a top tactic
used by US B2B marketers, and many are adapting it to the
social media marketplace.
Capture and amplify word-of-mouth. Social
media allows marketers to capture buzz and word-of-
mouth, and then amplify it, which has proven successful for
B2C brands.
Angela Connor Twitter: @communitygirl #capstratsocial
9. Top 3 Priorities for the Marketing Funnel
Source: Marketing Sherpa, “2011 B2B Marketing Benchmark
Survey,” July 29, 2011
Angela Connor Twitter: @communitygirl #capstratsocial
11. Where do leads come from?
Source: Optify, “2012 B2B Marketing Benchmark Report, “Jan.
23, 2013
Angela Connor Twitter: @communitygirl #capstratsocial
12. Capstrat Approach to Social
Media
Angela Connor Twitter: @communitygirl #capstratsocial
13. Align goals with your business
Integrate internally
Find your target audience
Provide value and engage
Measure what matters
Angela Connor Twitter: @communitygirl #capstratsocial
14. What are your goals?
• Thought leadership • Increase media coverage
• Generate leads • Fan engagement and
• growth
• Raise awareness
• Educate on an unknown
• Drive traffic to website/blog topic
• Promote events • Change behaviors or move
people to action
• Increase sales
• Connect with a particular
population
• Engage with customers
Angela Connor Twitter: @communitygirl #capstratsocial
16. Align goals with your Business
Integrate internally
Find your target audience
Provide value and engage
Measure what matters
Angela Connor Twitter: @communitygirl #capstratsocial
17. From Centralized to Decentralized:
Corporate
Communications
Marketing and “Expect that social media will be
Sales
integrated into every part of business – a
cross-pollination of individuals,
strategies, engagement topics and
conversations that address the diverse
Customer
Service
needs of a diverse stakeholder base.”
-Forbes
HR and
Recruiting
Angela Connor Twitter: @communitygirl #capstratsocial 17
18. Align goals with your Business
Integrate internally
Find your target audience
Provide value and engage
Measure what matters
Angela Connor Twitter: @communitygirl #capstratsocial
19. Twitter Example
• If Radiologists are your target audience…
Find them, and follow them.
Angela Connor Twitter: @communitygirl #capstratsocial
24. Align goals with your business
Integrate internally
Find your target audience
Provide value and engage
Measure what matters
Angela Connor Twitter: @communitygirl #capstratsocial
25. Guiding Principles
• Focus on the members. It is a must that you have content that draws
people in and keeps them coming back. User-experience is a key
component.
•
Angela Connor Twitter: @communitygirl #capstratsocial
26. Guiding Principles
• Focus on the members. It is a must that you have content that draws
people in and keeps them coming back. User-experience is a key
component.
• Provide value. Give participants information they can‟t find elsewhere.
Educate them. Help solve their problems. Provide insight on topics they
care about.
•
Angela Connor Twitter: @communitygirl #capstratsocial
27. Guiding Principles
• Focus on the members. It is a must that you have content that draws
people in and keeps them coming back. User-experience is a key
component.
• Provide value. Give participants information they can‟t find elsewhere.
Educate them. Help solve their problems. Provide insight on topics they
care about.
• Listen and respond. Be present. Find out what they like and don‟t like and
do something about it. Be open. Ask for opinions and feedback. Respect
your members.
•
Angela Connor Twitter: @communitygirl #capstratsocial
28. Guiding Principles
• Focus on the members. It is a must that you have content that draws
people in and keeps them coming back. User-experience is a key
component.
• Provide value. Give participants information they can‟t find elsewhere.
Educate them. Help solve their problems. Provide insight on topics they
care about.
• Listen and respond. Be present. Find out what they like and don‟t like and
do something about it. Be open. Ask for opinions and feedback. Respect
your members.
• Repurpose and remix. Existing content can be used and reused. It will
always be new to someone. Showcase user-generated content. The well is
never dry when you find ways to breathe new life into archives and take a
different approach.
•
Angela Connor Twitter: @communitygirl #capstratsocial
29. Guiding Principles
• Focus on the members. It is a must that you have content that draws
people in and keeps them coming back. User-experience is a key
component.
• Provide value. Give participants information they can‟t find elsewhere.
Educate them. Help solve their problems. Provide insight on topics they
care about.
• Listen and respond. Be present. Find out what they like and don‟t like and
do something about it. Be open. Ask for opinions and feedback. Respect
your members.
• Repurpose and remix. Existing content can be used and reused. It will
always be new to someone. Showcase user-generated content. The well is
never dry when you find ways to breathe new life into archives and take a
different approach.
• Make it easy for everyone. Membership is the goal but lurkers matter. It
could take months for a participant to actually join a community. Provide
some content that doesn‟t require membership and encourages conversion.
•
Angela Connor Twitter: @communitygirl #capstratsocial
30. Purposefully Repurpose Content
• Shorten blog posts for newsletters
• Create tweets based on press releases
• Turn internal training documents into blog posts for the intranet
• Reuse infographic content
• Rewrite or refresh older content or write a “Best-of list”
• Turn an interview into a pithy „Q and A‟
• Extract content from blog posts for Facebook and Twitter.
• Use sales collateral and web copy
• Transcribe podcasts and videos – Use content elsewhere
•
•
Angela Connor Twitter: @communitygirl #capstratsocial
31. Align goals with your business
Integrate internally
Find your target audience
Provide value and engagement
Measure what matters
Angela Connor Twitter: @communitygirl #capstratsocial
34. Social Media is Always Changing
But YOU Should be Consistent
Angela Connor Twitter: @communitygirl #capstratsocial
35. Parting Thoughts
• Social networks influence B2B decision-makers
as they research purchases
• Branding and awareness-building are important social media
objectives for B2Bs.
• B2B Social Media is a growing focus for marketers.
• B2B marketers rely on a mix of social media sites for
digital marketing
• Social efforts must be unified internally.
Angela Connor Twitter: @communitygirl #capstratsocial
37. Thank You!
Angela Connor
SVP, Group Director
919-573-6307
aconnor@capstrat.com
Angela Connor Twitter: @communitygirl #capstratsocial
Notes de l'éditeur
Introduce myself I know that you are all giving up an hour of your day so my goal is to make it worth your while. I know that experience levels vary but I do hope to provide something for everyone. First, I’d like to tell you what you can expect from me. All I ask in return is an open mind, a few tweets here and there if something resonates and discussion and debate at the end. If you are unfamiliar with the pink woman at the bottom, that is Little Miss Wonderful. She is part of a series of books that my 7-year-old daughter loves, and I will aspire to be like her today.
Look who we’ve done this work for. B2B versus B2C Update 10/5/12 – Need to add genworth Financial Add Smith and Nephew
Methodology: Data is from the August 2012 Webmarketing123 report titled "The State of Digital Marketing 2012 Report." Over 500 US marketing professionals were surveyed online in July 2012. 65% of respondents were B2B and 35% were B2C.
Goal of a health department in the State of Utah: What we do: Ensure Salt Lake County is healthy through:- promotion of healthy lifestyles and the prevention of chronic diseases such as obesity,Once your goal is established, you essentially have a litmus test. This helps you make decisions. Does Pitnerest allow us to do that? Can we think if a way to do it with Pinterest? If not, fine.
If you already know what your goals are, jot them down. If not, take a first stab and revisit later.
There are multiple touchpoints for a coat to be in the closer. Also, multiple entry notes for socia into an integrate feelin l Now, all multi-laveralpHve you trei
Walk through an example of finding your audience on twitter.
Reviewing one twitter account led me to a few interesting lists. Here is one on diagnotic Imaging, so I forage through and follow as I see fit, or subscribe to the list.
Let’s say you want to find people interested in Human Resources. This is a list of popular hashtags used by HR pros. #CES for a technology and electronics show held every year in January while #USGuys is a marketing community on Twitter. Many of us mix between the two worlds as HR and recruiting have many similarities to marketing and PR.
Let’s say I want to find out where they are on Facebook. Well, I can walk through the ad creation process.
When it comes to growing online communities, there are five guiding principles to keep in mind. These are critical for early and continued success and should be top of mind to help keep members engaged. When we started to think about your challenges – critical to your success Case studies TWTCPA LTC Land for Tomorrow Deloitte AERS Echoview Farm
When it comes to growing online communities, there are five guiding principles to keep in mind. These are critical for early and continued success and should be top of mind to help keep members engaged. When we started to think about your challenges – critical to your success Case studies TWTCPA LTC Land for Tomorrow Deloitte AERS Echoview Farm
When it comes to growing online communities, there are five guiding principles to keep in mind. These are critical for early and continued success and should be top of mind to help keep members engaged. When we started to think about your challenges – critical to your success Case studies TWTCPA LTC Land for Tomorrow Deloitte AERS Echoview Farm
When it comes to growing online communities, there are five guiding principles to keep in mind. These are critical for early and continued success and should be top of mind to help keep members engaged. When we started to think about your challenges – critical to your success Case studies TWTCPA LTC Land for Tomorrow Deloitte AERS Echoview Farm
When it comes to growing online communities, there are five guiding principles to keep in mind. These are critical for early and continued success and should be top of mind to help keep members engaged. When we started to think about your challenges – critical to your success Move on with an intro to contentCase studies TWTCPA LTC Land for Tomorrow Deloitte AERS Echoview Farm
Existing content can be used and reused. It will always be new to someone. Showcase user-generated content. The well is never dry when you find ways to breathe new life into archives and take a different approach. Talk about socializing content
Talk about how it has changes. Facebook brand pages, profiles, moderating comments, etc…Facebook has a new annoucnement every single day .
You have to read the Pew reports. Know what a digital nomad is.