Social media marketing for B2B for UW graduate marketing class.

1. 1
5 Steps
To B2B Social Media Marketing Success
@heidimiller heidimillerpresents@gmail.com
@spokencomm www.spoken.com

2. 2
#1
Strategic Plan

3. Know where you’re going
3
If you don’t know where you’re going, any tool will get you there
Goals Objectives Strategies Tactics
What are your marketing
goals? Increase sales,
improve credibility and
visibility in the market,
raise brand recognition?
What are the specific
objectives? E.g. grow
LinkedIn connections,
engage in conversations on
Facebook, increase site
traffic
What is your core strategy?
Create thought leadership
content, build and engage
a niche following, etc.
What are the tactics that
will help you reach those?
E.g. posting daily, including
weekends, responding to
comments within 6 hours,
forming a Twitter team

4. Top 3 Reasons Brands Use Social Media
4
From UK survey source
Creating brand
awareness – 83%1
2
3
Encouraging social
sharing – 56%
Gaining trust – 55%

5. 5
#2
Build the Right Team

6. Who Owns Social Media?
6
Marketing, PR, web team, customer service?
Source: http://unbounce.com/social-media/b2b-social-media/

7. 5 Skills That Make a Great Marketer
7
Courtesy Jenny Sussin, Gartner analyst
Social dialogue
Social dialogue skills to determine acceptable
brand cadence, content, and messaging on various
social channels
Brand
communication
Brand communication skills to embody a brand
personality
Communication
strategy
Communication strategy skills to identify the
appropriate social media channels for a brand to
be present on
Persuasion
Persuasion skills to bring complex conversation,
seamlessly offline.
Management
Management skills to maintain and prioritize
multiple conversations

8. 8
#3
Select the Right Tools

9. 9

10. Your goals dictate your channels and tools
10
Social for
marketing
‣ Identify user generated
content
‣ Identify market
characteristics
‣ Define campaign success
‣ Research and engage
influencers
Social for
sales
‣ Research prospects
‣ Deliver prospect lists
‣ Identify engagement
opportunities
Social for
service
‣ Service feedback
‣ Cost impact analysis
‣ Measuring customer
service process

11. 11
General Electric on Pinterest

12. 12
General Electric on Pinterest

13. 13
Maersk on Instagram

14. 14
Nike on Google+

15. Yes, B2B Favors LinkedIn
15

16. Despite High Usage, B2B Still Unsure
16

17. 17
“B2B customer service is about the
relationship more than the
individual transactions.”
-- Diane Gordon, Senior Vice President of Customer Care for Brainshark

18. 18
#4
Embrace Content Marketing

19. Defining Content Marketing
19

20. 20

21. Example: Free White Paper
21

22. Example: Free White Paper
22

23. Example: Blog
23

24. Example: Blog
24

25. Example: Blog
25

26. 26
#5
Embrace Partner Amplification

27. 27
Focus on THEM
‣ Share their posts
‣ Like their photos
‣ Leave comments on
their posts
‣ Respond to their
comments
‣ Treat them like rock
stars
Rock star!!

28. 28
Bonus: HootSuite mini-tutorial

29. Know where you’re going
29
If you don’t know where you’re going, any tool will get you there
Goals Objectives Strategies Tactics
What are your marketing
goals? Increase sales,
improve credibility and
visibility in the market,
raise brand recognition?
What are the specific
objectives? E.g. grow
LinkedIn connections,
engage in conversations on
Facebook, increase site
traffic
What is your core strategy?
Create thought leadership
content, build and engage
a niche following, etc.
What are the tactics that
will help you reach those?
E.g. posting daily, including
weekends, responding to
comments within 6 hours,
forming a Twitter team

30. Add accounts
30

31. Invite members and form teams
31

32. Schedule content according to your
content marketing plan
32

33. Respond
33

34. Set up reports, evaluate, revise
34

35. 35
5 Steps
To B2B Social Media Marketing Success
@heidimiller heidimillerpresents@gmail.com
@spokencomm www.spoken.com