B2B Social Media: A Roadmap for Success Angela Connor; Senior Vice President, Group Director Feb. 20, 2013Angela Connor   ...
WHAT TO EXPECT  •   I pledge to be:       •   Candid       •   Insightful       •   Passionate       •   Helpful          ...
ClientsB2CB2BAngela Connor   Twitter: @communitygirl   #capstratsocial   3
Social Media is not a fad. It’s a fundamental shift in the way we communicate.Angela Connor   Twitter: @communitygirl   #c...
• 43% of small businesses    spend 6+ hours per week in    social media.                                          -Hubspot...
• 86% of small businesses    said they used Facebook    professionally every day.                                         ...
How are small businesses using social media?Angela Connor   Twitter: @communitygirl   #capstratsocial
 Promote products. B2B marketers use social sites to    promote new offerings and spotlight current products.   Engage w...
Top 3 Priorities for the Marketing Funnel                          Source: Marketing Sherpa, “2011 B2B Marketing Benchmark...
Angela Connor   Twitter: @communitygirl   #capstratsocial
Where do leads come from?                      Source: Optify, “2012 B2B Marketing Benchmark Report, “Jan.                ...
Capstrat Approach to Social MediaAngela Connor   Twitter: @communitygirl   #capstratsocial
Align goals with your business Integrate internally Find your target audience Provide value and engage Measure what matter...
What are your goals?  •   Thought leadership                  •   Increase media coverage  •   Generate leads             ...
Angela Connor   Twitter: @communitygirl   #capstratsocial
Align goals with your Business Integrate internally Find your target audience Provide value and engage Measure what matter...
From Centralized to Decentralized:                 Corporate               Communications                Marketing and    ...
Align goals with your Business Integrate internally Find your target audience Provide value and engage Measure what matter...
Twitter Example  •   If Radiologists are your target audience…                                                Find them, a...
TwitterAngela Connor   Twitter: @communitygirl   #capstratsocial
Twitter ExampleAngela Connor       Twitter: @communitygirl   #capstratsocial
Identify Hashtags and Relevant Tweetchats (Human Resources)  •   #HR                                      •   #leadfromwit...
Facebook ExampleAngela Connor        Twitter: @communitygirl   #capstratsocial
Align goals with your business Integrate internally Find your target audience Provide value and engage Measure what matter...
Guiding Principles•    Focus on the members. It is a must that you have content that draws     people in and keeps them co...
Guiding Principles•    Focus on the members. It is a must that you have content that draws     people in and keeps them co...
Guiding Principles•    Focus on the members. It is a must that you have content that draws     people in and keeps them co...
Guiding Principles•    Focus on the members. It is a must that you have content that draws     people in and keeps them co...
Guiding Principles•    Focus on the members. It is a must that you have content that draws     people in and keeps them co...
Purposefully Repurpose Content•    Shorten blog posts for newsletters•    Create tweets based on press releases•    Turn i...
Align goals with your business Integrate internally Find your target audience Provide value and engagement Measure what ma...
Capstrat’s Analytics FrameworkAngela Connor               Twitter: @communitygirl   #capstratsocial
Capstrat’s Analytics Framework - SampleAngela Connor               Twitter: @communitygirl   #capstratsocial
Social Media is Always Changing      But YOU Should be ConsistentAngela Connor   Twitter: @communitygirl   #capstratsocial
Parting Thoughts  •   Social networks influence B2B decision-makers      as they research purchases  •   Branding and awar...
Resources  Questions?Angela ConnorAngela Connor   Twitter: @communitygirl                Twitter: @communitygirl   #capstr...
Thank You!                   Angela Connor                 SVP, Group Director                    919-573-6307            ...
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B2B Social Media: A Roadmap for Success

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Angela Connor speaks at the Durham Chamber of Commerce as part of the ChamberU series on B2B social media.
Feb. 20, 2013

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  • Attended a class at The Greater Durham Chamber of Commerce where Ms. Connor presented this information and was a great benefit and opened my mind to areas that I need to focus on. It is easy to see she is very knowledgeable about her profession and I plan on continuing to reach out to her as I plan to possibly grow a new business.

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  • 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.
  • Transcript of "B2B Social Media: A Roadmap for Success "

    1. 1. B2B Social Media: A Roadmap for Success Angela Connor; Senior Vice President, Group Director Feb. 20, 2013Angela Connor Twitter: @communitygirl #capstratsocial
    2. 2. WHAT TO EXPECT • I pledge to be: • Candid • Insightful • Passionate • Helpful Angela Connor • Enlightening aconnor@capstrat.com • FunnyAngela Connor Twitter: @communitygirl #capstratsocial
    3. 3. ClientsB2CB2BAngela Connor Twitter: @communitygirl #capstratsocial 3
    4. 4. Social Media is not a fad. It’s a fundamental shift in the way we communicate.Angela Connor Twitter: @communitygirl #capstratsocial
    5. 5. • 43% of small businesses spend 6+ hours per week in social media. -HubspotAngela Connor Twitter: @communitygirl #capstratsocial
    6. 6. • 86% of small businesses said they used Facebook professionally every day. -The Cargo AgencyAngela Connor Twitter: @communitygirl #capstratsocial
    7. 7. How are small businesses using social media?Angela Connor Twitter: @communitygirl #capstratsocial
    8. 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. 9. Top 3 Priorities for the Marketing Funnel Source: Marketing Sherpa, “2011 B2B Marketing Benchmark Survey,” July 29, 2011Angela Connor Twitter: @communitygirl #capstratsocial
    10. 10. Angela Connor Twitter: @communitygirl #capstratsocial
    11. 11. Where do leads come from? Source: Optify, “2012 B2B Marketing Benchmark Report, “Jan. 23, 2013Angela Connor Twitter: @communitygirl #capstratsocial
    12. 12. Capstrat Approach to Social MediaAngela Connor Twitter: @communitygirl #capstratsocial
    13. 13. Align goals with your business Integrate internally Find your target audience Provide value and engage Measure what mattersAngela Connor Twitter: @communitygirl #capstratsocial
    14. 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 customersAngela Connor Twitter: @communitygirl #capstratsocial
    15. 15. Angela Connor Twitter: @communitygirl #capstratsocial
    16. 16. Align goals with your Business Integrate internally Find your target audience Provide value and engage Measure what mattersAngela Connor Twitter: @communitygirl #capstratsocial
    17. 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 RecruitingAngela Connor Twitter: @communitygirl #capstratsocial 17
    18. 18. Align goals with your Business Integrate internally Find your target audience Provide value and engage Measure what mattersAngela Connor Twitter: @communitygirl #capstratsocial
    19. 19. Twitter Example • If Radiologists are your target audience… Find them, and follow them.Angela Connor Twitter: @communitygirl #capstratsocial
    20. 20. TwitterAngela Connor Twitter: @communitygirl #capstratsocial
    21. 21. Twitter ExampleAngela Connor Twitter: @communitygirl #capstratsocial
    22. 22. Identify Hashtags and Relevant Tweetchats (Human Resources) • #HR • #leadfromwithin • #Tchat • #TNLive • #leadership • #in • #FF • #healthcare • #HFchat • #HRTechChat • #dthr • #HRtech • #Diversity • #management • #SHRM • #recruiting • #jobs • #USGuys • #CES • #career • #job • #NextChat • #businessAngela Connor Twitter: @communitygirl #capstratsocial
    23. 23. Facebook ExampleAngela Connor Twitter: @communitygirl #capstratsocial
    24. 24. Align goals with your business Integrate internally Find your target audience Provide value and engage Measure what mattersAngela Connor Twitter: @communitygirl #capstratsocial
    25. 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. 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. 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. 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. 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. 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. 31. Align goals with your business Integrate internally Find your target audience Provide value and engagement Measure what mattersAngela Connor Twitter: @communitygirl #capstratsocial
    32. 32. Capstrat’s Analytics FrameworkAngela Connor Twitter: @communitygirl #capstratsocial
    33. 33. Capstrat’s Analytics Framework - SampleAngela Connor Twitter: @communitygirl #capstratsocial
    34. 34. Social Media is Always Changing But YOU Should be ConsistentAngela Connor Twitter: @communitygirl #capstratsocial
    35. 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
    36. 36. Resources Questions?Angela ConnorAngela Connor Twitter: @communitygirl Twitter: @communitygirl #capstratsocial #capstratsocial
    37. 37. Thank You! Angela Connor SVP, Group Director 919-573-6307 aconnor@capstrat.comAngela Connor Twitter: @communitygirl #capstratsocial

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