Ce diaporama a bien été signalé.
Le téléchargement de votre SlideShare est en cours. ×

B2B Social Media: Strategy Guide and Best Practices

Chargement dans…3

Consultez-les par la suite

1 sur 41 Publicité

Plus De Contenu Connexe

Diaporamas pour vous (20)

Les utilisateurs ont également aimé (18)


Similaire à B2B Social Media: Strategy Guide and Best Practices (20)

Plus par Social Media and Digital Strategy Consulting (20)


Plus récents (20)

B2B Social Media: Strategy Guide and Best Practices

  1. 1. B2B Social Media – A Backgrounder by robin frank beep beep media April 2012
  2. 2. Part 1: Overview of B2B Social Media
  3. 3. Latest Data • B2B companies that blog generate 67% more leads/month than those who do not. • 69% of B2B marketers are shifting their budgets toward social media. • B2B companies that blog more than 4x/week see the biggest increase in traffic and leads, according to @HubSpot • 51% of B2B marketers plan to increase their spend on content marketing, per @MarketingProfs • 86% of #B2B companies are using social media • Top use of B2B social media is for thought leadership at 60%, per @btobmagazine
  4. 4. Latest Data (continued) • B2B companies are more likely to use Twitter than B2C companies: 75% vs 49%, per @businessdotcom • 41% of B2B companies are acquiring customers through Facebook. • 39% of B2B marketers say blogging is their most valuable content asset, per @eMarketer • 60% of B2B marketers cite thought leadership as #1 reason to use social media, per @btobmagazine • Social media helps B2B marketers improve search results • B2B social media spending set to explode to $54M over next 5 years per @Forrester
  5. 5. Social Media Statistics • Twitter – 225 million – Number of Twitter accounts – 100 million – Number of active Twitter users in 2011 – 250 million – Number of tweets per day (October 2011) • LinkedIn – As of December 31, 2011 (the end of the fourth quarter), professionals are signing up to join LinkedIn at a rate that is faster than two new members per second. – As of February 9, 2012, LinkedIn operates the world’s largest professional network on the Internet with more than 150 million members in over 200 countries and territories. – Executives from all Fortune 500 companies are LinkedIn members
  6. 6. Social Media Statistics • YouTube – 60 hours of video are uploaded to YouTube every minute (more video uploaded in past month than three big TV networks in the past 60 years). – YouTube gets 4,000,000,000 page views a day, which adds up to 1,000,000,000,000 a year. – YouTube has 800,000,000 users (about the same as Facebook) who watch 3,000,000,000 hours of video a month. – YouTube Average viewing session remains a low 15 minutes • Blogs – 70 million – Total number of WordPress blogs by the end of 2011
  7. 7. The Rise of the B2B Social Buyer • Relies on social media and online communities during the purchase process.
  8. 8. Solution Provider Credibility is also on the Rise • B2B solution providers need to create fact-based customer intimacy, establishing a relationship with the buyer based on knowledge and creating a continuous, coordinated dialogue.
  9. 9. B2B Marketers’ Jobs are More Complex than Ever • Dealing with both social and traditional buyers
  10. 10. The Goal: an Integrated Customer Engagement Program
  11. 11. Social Media is the New WOM Engine • B2B companies should obsess about building reach as much as B2C companies. • Social media builds reach. • Social Media amplifies the effectiveness of online marketing. It doesn’t replace it! – Use social media to promote all your online and offline events.
  12. 12. Social Media is Cost Effective • While social media requires an investment of budget and resources, it is nowhere near the costs associated with other media. • Even in tough economic climates, B2Bs can afford social media programs and use these initiatives to gain competitive advantage. • Social media platforms provide excellent outlets for customer education, building trust and shortening the sales cycle.
  13. 13. Part 2: Developing a B2B Social Media Strategy
  14. 14. Social Media Strategy Elements • Set Your Objectives • Know Your Audience(s) • Study the Competitive Landscape • Define Your Strategy – Platforms: Twitter, LinkedIn, YouTube, – Social Media Playbook – Measurement and Reporting – Management Tools
  15. 15. Objectives • Objectives (Customers and Key Stakeholders such as investors, partners, and others) – Increase awareness of company and the problems you solve. – Establish interest with compelling reasons for your solution is better than the competition and more details about your offering. – Engage social communities with content that is relevant, interesting, educational, and entertaining. – Create thought leadership position.
  16. 16. Target Audiences • Identify target audiences – Who are they? – Where do they live online? – Which social platforms?
  17. 17. Your Competition’s Social Media • Study the competitive landscape – What are they doing in social media? – What are their strengths and weaknesses?
  18. 18. Platform Mix • ID platform mix and messaging – Create a unified presence that builds your story, empowers your interactions, and helps you rise up from being just another voice in the stream – Create useful information, to select the best possible media to package that information, and then to choose a series of distribution technologies for delivering your ideas to others, to encourage interactions, and to drive towards certain target results.
  19. 19. Social Media Playbook: A Guide • Social Media Playbook: a procedural guide to aid social media spokespeople for your company – Audiences – Voice/Tone – Content Strategy • Timing • Editorial guidelines • What can/can’t be said • Promotions/Special offers (whitepapers, reports) – Content Creation System – Monitoring guidelines – Spam policies
  20. 20. Key Messaging Doc • A living “Google doc” of your company’s positions on leading industry trends and issues. • Gathered from fraud prevention best practices, sales personas, analyst opinion, press coverage, mgmt opinion. • Used as a reference in creating social editorial on the fly, using keywords/phrases. • Reviewed quarterly.
  21. 21. Editorial Calendar • Marketing/Editorial Calendar – Spreadsheet of all content across all channels, by date for creation, publishing, promotion, and tracking. – Guarantee that you always have something proactive to talk about. – Includes current/older content, but also integrates with PR schedule, event-driven mktg, blog editorial planning. – Ensures you are proactive, not just reactive, to drive eyeballs to owned assets (site, social, blog, etc).
  22. 22. Content • Prospects don’t care about your products; they want solutions to their problems. • 60% of the sales cycle is over before a buyer talks to a salesperson. • Publishing and sharing content online is the single biggest lever to increase lead generation. • Create awesome content and reduce the friction of sharing it.
  23. 23. Atomize Your Content Reactive example New Aite Group report: "Online Fraud Mitigation: Tools of the Trade“ 27 October 2011 Today Tomorrow Next Week TWEET: COMMENT: BLOG POST: You can market fraud Here are 2 ways to not Download the report prevention to your affect online usability… from us. Here’s our customers! <link> take on what to do…
  24. 24. How Social Media Leads Happen 1 Twee t Landing Page Form Lead Like Blog Landing Post CTA Page Product Landing +1 Page CTA Page
  25. 25. 3 Must-Haves for Social Media Lead Generation • Get people to connect with you. • Get people to share your stuff. • Place calls to action everywhere.
  26. 26. THE Links to company blog posts 10-4-1 Links to third- party articles Link to a company landing page RULE
  27. 27. Know Your Expiration Date
  28. 28. Twitter To-Do’s • Create Profile • List in directories • Follow and engage key audiences and press on Twitter to gain followers • Participate: use keywords, define keywords, retweet, @reply, create lists • Content strategy: customer support, interesting information in the industry, education, even humor • Monitor keywords and key lists of stakeholders and customers
  29. 29. LinkedIn To-Do’s • Build out company profile –jobs, description – Encourage employees to create profiles, connect, get recommendations • Monitor and participate in key groups • Create company group • Share updates • LinkedIn ads – wait – currently not high returns
  30. 30. YouTube To Do’s • Add videos and create company channel • Create playlists • Add tags • Add annotations • Add friends/gain subscribers • Optimize for SEO
  31. 31. Measurement & Reporting • Identify key analytics and targets. • Create customized analytic report and provide monthly reporting. • Offer/integrate recommendations based on learnings. – Evolve content and promotions to emphasize what you find to be successful. – Create strategies for flexibility and adapting to changing market conditions.
  32. 32. Tools for Management & Monitoring • Hootsuite – Schedule and monitor posts on Twitter/Facebook – Link accounts to save time – Hoosuite analytics for Twitter • YouTube Insights • Twentyfeet – Broad cross-platform monitoring • Klout – Monitoring influence across social networks
  33. 33. Social Media Monitoring • Industry blogs • News websites • Conferences/events • Analysts • LinkedIn Groups and companies • Twitter profiles – lists of PR, competitors, analysts, influencers, etc. • Note: create workflow for alerts, and responses
  34. 34. Social Media Analytics • Suggested analytics to measure – Inbound website traffic referred from social media sites – Inbound blog traffic referred from social media sites – Growth in blog commentary (per post average) – Blog article “Likes” – Growth in Twitter followers, retweets, @replies, and hashtags – Growth in followers on LinkedIn – Growth in group members on LinkedIn – “Authority” measures for blog, Klout – Number of new prospects who admit first following us on social media
  35. 35. Social Media ROI
  36. 36. Thank You!
  37. 37. Background

Notes de l'éditeur

  • Aite Group report 27Oct: bank’s fraud prevention capabilities are competitive differentiator. Behavior analytics is effective strategy for fighting online fraud. Watch out for usability! Only 1 comment as of yesterday! Same story in Bank Technology News has 1 comment. http://www.banktech.com/risk-management/231901794 http://www.aitegroup.com/Reports/ReportDetail.aspx?recordItemID=861 (mentions GA!)
  • Closed Millions In Sales From Online Leads ROI – 2800%!