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

Paynet Online
Social Strategy
Creating virtual good &
saving real lives.
InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com

Agenda
Introduction
• Disclaimer
• Logos
• Key
• Learning 1 - 3
Strategy
Measurement
Listening
*Content Strategy
• You the publisher
• Targeting CEOs
• Linkedin Search Example
• Content Calendar
• LinkedIn Company Page Rev
• LI Company page example
Social Media Marketing
• Amplifying Content
• Content Marketing
Social Business
• Hub and Spoke
• Content / Workflow Hub
Next Steps

Social Media = Magic
FREE
CHEAP
EASY
MONEY
TIME
COMMITMENT
Viral

Logo Wall (of Shame)
Brand Manager Roles
Digital 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 First
i.e….
• Strategy
• Metrics
• Listening /
Monitoring
• Responding
• Seed Content
Optimized Social
Channels
• Customer Service
• Social Tools
• Approval process

Strategy, Measuring
& Listening

STRATEGY
Goals Testing Tweaking Tools Metrics Consistency Focus Commitment
What are you going for?
• Clicks
• Shares
• Likes / Favorites
• Page Likes (growth)
• PTAT – People Talking
About This
• Virality
Pick SOMETHING.
Measure it!

Measurement
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

LISTENING/Monitoring
Volun – told!
Congratulations
You 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
Foursquare
TARGETED MESSAGING
Thought Leader
Influencer Engagement
Branding
Positioning

TARGETING CEOs
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 Calendar
Best Practices
• Strategy & Planning
• Set Goals & Measurement
• A/B testing
• Consistency
• Flexibility
• Dedicated Resources
• Blog?

LinkedIn Company Page
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

Social Media
Marketing
Systems

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 & Spoke
Company-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 Goals
Content 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

HOOTSUITE
FREE TOOL: Save time by scheduling posts
One login for all your channels
Track metrics with weekly reports
Delegate tasks to team members
http://hootsuite.com
Fun fact: I graduated!
-Richard

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

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