Dave Kaplow's Guide to Social Media for B2B Startup Execs
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I created this social media guide for a session that I give to B2B Startup Execs. The guide is an overview of how to think about using social media to grow your advocate base and includes the what and why of social media techniques, and how-to activities. Each section includes a planning list so you can keep on track. Feel free to contact me at dkaplow@factpoint.com on Twitter @davekaplow, on LinkedIn at https://www.linkedin.com/in/davidkaplow
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Dave Kaplow's Guide to Social Media for B2B Startup Execs
- 1. 1 Social Media for Your Startup Dave Kaplow Dkaplow@FactPoint.com Twitter@DaveKaplow www.linkedin.com/in/davidkaplow/ 408.982.6563 4 Do It Yourself Tactics
- 2. 2 Who Is Dave Kaplow and FactPoint? 25 engagements 20 engagements 35 engagements 30 years of executive, product marketing and management ($1B), 7 startups – ($77M in exits), President of the FactPoint Group FactPoint: Consultants who use research as a tool to help our clients go-to-market the right way World-class customer references • Early stage: Peerlyst, YouSendIt, ITM Software . . . • Later stage: NetApp, Adobe, IBM, Oracle, WebEX. . . © 2015 Dave Kaplow
- 3. So Many Social Media Choices 3 © 2015 Dave Kaplow
- 4. Why Social Media? Business customers use digital channels to form opinions about major purchases They don’t contact suppliers directly until 57% of the purchase process is complete Corporate Executive Board: Marketing Leadership Council survey 1,500 business leaders 2012 4 © 2015 Dave Kaplow
- 5. Social Media is a Startup Marker’s Dream High-leverage activity supports your brand promise Capture early adopters & build base of advocates Highlights and rewards your thought leadership Amplifies, ties together other marketing activities Social Media should be a natural part of your marketing activity - deliberate, ongoing, long-term 5 © 2015 Dave Kaplow
- 6. Social Media Success Factors Content Capture & Engage Consistency Track & Adapt 6 Browse Content Comment/Share Create Content Advocate 75% 15% 5% 5% © 2015 Dave Kaplow
- 7. Key Success Factor: Content is King Google killed traditional SEO methods Rewarded for Original Content that is widely shared and keeps users on your site longer Create a content plan and feed Design your site to generate original content 7 © 2015 Dave Kaplow
- 8. Create Sharable Content Curate Theirs • Set up Google alerts www.google.com/alerts to capture industry or genre specific news • Subscribe to RSS feeds of relevant industry publications or blogs • Add your insights on top and post to engage your audience in discussions Develop Your Own • Relate to your industry, company, product • Ask questions or post a survey to create content • Make a list of something • Get a customer to blog 8 © 2015 Dave Kaplow
- 9. Establish Thought Leadership with Content Social communities look to their connections to learn about relevant industry news, tips, insights Content Ideas • Free tools • 1 minute videos • Thought leadership (articles, research, whitepapers) • Infographics (How stuff works, trends, lists) • Industry events calendar • Newsletter – High quality – subscribers • Blogs • Podcasts • Webinars • Presentations and technical content • Discussions • Product reviews and comments 9 © 2015 Dave Kaplow
- 10. Curate Content for Your Network 10 © 2015 Dave Kaplow
- 11. Offer Free Tools 11 © 2015 Dave Kaplow
- 12. 12 Make an Infographic © 2015 Dave Kaplow
- 13. Blog or Ask The Community 13 © 2015 Dave Kaplow
- 14. Create a Minute Video 14 © 2015 Dave Kaplow
- 15. Exercise Create Great Content Activity List Your existing content? Top industry trends Which bloggers, newsletters, journals, industry associations to follow? Google, Digg, RSS feeds? What would you Blog about? What would you survey? Which minute videos? Develop a tool? Webinar topic? Other? 15 © 2015 Dave Kaplow
- 16. Key Success Factor: Capture & Engagement Pre-Launch Create a Squeeze Page Invite to something cool • To your Beta • Start a group on LinkedIn • Create, sponsor, speak at a Meetup 16 © 2015 Dave Kaplow
- 17. Capture Interest Pre-Launch 17 © 2015 Dave Kaplow
- 18. Pre-Launch Example 18 © 2015 Dave Kaplow
- 19. Reward Users with Early Access 19 © 2015 Dave Kaplow
- 20. Pre-Launch Sites Unbounce http://unbounce.com Kickofflabs http://www.kickofflabs.com/ My Beta List http://my.betali.st/ Launch Effect (wordpress) http://launcheffectapp.com/ Prefinery http://www.prefinery.com/ LaunchGator http://launch.deskgator.com/ Rails Prelaunch Signup App http://railsapps.github.io/rails... QuickMVP http://quickmvp.com 20 © 2015 Dave Kaplow
- 21. Create A Squeeze Page to Capture Users Single web page with the sole purpose of capturing information for follow-up marketing Quality squeeze page • Clear headline describing exactly what the product does • Makes it quick to understand how service would be used • Have clear info about what you’ll get • Don’t ask for too much information up front • Include freebies for extra incentive 21 © 2015 Dave Kaplow
- 22. A Great Squeeze Page 22 © 2015 Dave Kaplow
- 23. An Awful Squeeze Page 23 © 2015 Dave Kaplow
- 24. Simple Sign Up Can Cut Bounces 24 © 2015 Dave Kaplow
- 25. Use Social Login to Get Permission & Learn 25 © 2015 Dave Kaplow
- 26. Present or Sponsor an Event 26 © 2015 Dave Kaplow
- 27. Invite to Something Cool 27 © 2015 Dave Kaplow
- 28. Contest 28 © 2015 Dave Kaplow
- 29. Exercise Capture Activity Design Squeeze Page List Short product description 3 main benefits Why someone should care External endorsements What is the Offer? Activity Pre-Launch Page List Where potential beta testers? Promote to social connections Promote to LinkedIn Groups, Industry orgs 29 © 2015 Dave Kaplow
- 30. Activity Present/Sponsor Event List What organizations? Which Meetups? Host your own Create an Event List Select a topic Promote to social connections Promote to LinkedIn Groups, Industry orgs 30 Exercise Capture © 2015 Dave Kaplow
- 31. Key Success Factor: Engagement Authenticity • Sharing interesting content • Providing insight, answering questions Participate in existing community • LinkedIn Groups, Industry or vendor sponsored Build engagement into your site • Widgets for discussions, comments, reviews, social sharing • Event triggered emails 31 © 2015 Dave Kaplow
- 32. Social Buttons Let Others Spread the Word 32 © 2015 Dave Kaplow
- 33. Free Content If You Spread the Word 33 © 2015 Dave Kaplow
- 34. Give Ways to Invite Their Network 34 © 2015 Dave Kaplow
- 35. Let Users Generate Content 35 © 2015 Dave Kaplow
- 36. Get Users to Discuss Topics 36 © 2015 Dave Kaplow
- 37. Create A Feed Page 37 © 2015 Dave Kaplow
- 38. Add A Mashup Section or Page 38 © 2015 Dave Kaplow
- 39. Sponsor or Present at a Meetup 39 © 2015 Dave Kaplow
- 40. Meetups are Self Selected Communities 40 © 2015 Dave Kaplow
- 41. Engagement Formula for LinkedIn Create your company page Investigate & join relevant LinkedIn Groups Comment on discussions and start new ones Interact with frequent contributors Post content Not so secret secrets • The first 200 group members are visible • Direct message any group member 41 © 2015 Dave Kaplow
- 42. Understand LinkedIn Group Dynamics 42 © 2015 Dave Kaplow
- 43. Contribute to the LinkedIn Group 43 © 2015 Dave Kaplow
- 44. Interact with Frequent Contributors 44 © 2015 Dave Kaplow
- 45. Engage: Message Anyone in the Group 45 © 2015 Dave Kaplow
- 46. Engage on Facebook 46 © 2015 Dave Kaplow
- 47. Engage on Twitter Twitter is a lot like talk radio – immediate Great for direct engagement and listening Build by playing “The follow for follower game” Quality better than quantity Create a weekly Tweet schedule Identify hashtags that are related to your business • #infosec • #cybersecurity 47 © 2015 Dave Kaplow
- 48. Twitter Access to Anyone 48 © 2015 Dave Kaplow
- 49. Tip: Follow Who They Follow 49 © 2015 Dave Kaplow
- 50. Pinterest Interaction with Brands 50 © 2015 Dave Kaplow
- 51. Exercise Engage Activity Website Design List Social sharing buttons Comments section, reviews Social mashup/feed What content could your users generate on your site? Activity Become Part of Community List Which communities are most active? Which LinkedIn Groups to join? Which Industry organizations? Advocates who would blog or post on your behalf? 51 © 2015 Dave Kaplow
- 52. Key Success Factor: Consistency It takes time to build a following • Leverage multiple channels • Holistic approach to drive traffic to your site Product experience designed for SoMe interaction Tools can help Engagement success metrics – Content sharing, time spent on site, bounce rate, lead conversion rate 52 © 2015 Dave Kaplow
- 53. Create a Social Media Schedule 53 © 2015 Dave Kaplow
- 54. Good Tools Help: Buffer 54 © 2015 Dave Kaplow
- 55. Good Tools Help: Hootsuite 55 © 2015 Dave Kaplow
- 56. Good Tools Help: SocialBro 56 © 2015 Dave Kaplow
- 57. Get an Intern to Keep Cadence 57 © 2015 Dave Kaplow
- 58. Exercise Consistency Select Tools List Select a cross channel automation tool Get a Twitter tool Create and Schedule List Select appropriate channels Create social media schedule Write posts 58 © 2015 Dave Kaplow
- 59. Key Success Factor: Track and Adapt Know your analytics for acquisition, engagement, conversion • What is your bounce rate? • How much content sharing? • How much time spent on site? • Where did users come from? • How many free offer downloads? • What keywords are trending? • What platforms do they use? • What is your Alexa rank? Get a dashboard Learn and adapt 59 © 2015 Dave Kaplow
- 60. Google Analytics 60 © 2015 Dave Kaplow
- 61. What Are They Searching For? 61 © 2015 Dave Kaplow
- 62. Track: Which Social Networks? 62 © 2015 Dave Kaplow
- 63. A/B Test and Adjust 63 © 2015 Dave Kaplow
- 64. Summary: Key Success Factors Content is King • Create useful tools, leverage what you have, curate and add insights Capture & Engagement • Go where your users are and engage with them Consistency • This race is a marathon, not a sprint Track & Adapt • Know your metrics, focus on what works 64 © 2015 Dave Kaplow
- 65. Connect With Me Twitter @DaveKaplow • If you like this course please Tweet about it www.linkedin.com/in/davidkaplow/ • Feel free to recommend me Old School works too • dkaplow@factpoint.com • 408.982.6563 65 © 2015 Dave Kaplow
- 66. 66 Social Media for Your Startup Dave Kaplow Dkaplow @ FactPoint.com @DaveKaplow www.linkedin.com/in/davidkaplow/ 408.982.6563 4 Do It Yourself Tactics
Editor's Notes
- Momentum over time vs. a single shot campaign like product launches, email campaigns, conference participation, public relations
- Moving to Online Audience Optimization LinkFarms, Keyword and Meta tagging dead. Original content Don’t obsess about keyword density. Practices having to do with keyword density are increasingly irrelevant, and in fact can result in content that looks like spam to the new Google updates. In keeping with Google’s long-time strategy, the search engine’s recent updates look, above all, for the natural use of language in web content. Use your keywords in your titles and captions, and don’t worry so much about using them in the body of the text. major algorithm updates that Google has released over the last few years, there have been a number that were very clearly aimed at gray hat SEO tactics. Panda and Penguin, in particular, are the most stand out examples, though there have been others. Panda was targeted at sites with thin or duplicate content, or sites with too many ads on-page. Penguin hit over-optimized anchor text in link profiles. There were also updates that hit keyword rich domain names. All of these represent tactics used heavily by gray hat SEOs. SEOs bought or worked with keyword-rich domains, loaded them with poor-quality content and ads/affiliate links, and manipulated their link profiles.
- Create content your network wants to share
- that will help them in their day-to-day lives
- BrainShark Video – Multimedia presentation on landing page Offer Opt in box Social media sharing Can put a survey in with instant results to engage users Can have opt-in box within the video QR code for Facebook Like G+ One plus Get your photo added to the people who have One Plussed the site Recommend a friend service
- Tips to make your blog social: Ask questions and request comments to increase social engagement. Make it easy to comment with social commenting applications like Disqus. Invite other industry influencers to guest blog.
- You've probably seen it by now, but this edgy viral video came out in March and already has close to 5 million views, skyrocketing Dollar Shave Club to near-overnight startup stardom. According to Michael Dubin, the founder and star of the video, the spot only cost $4,500 to produce.
- Find Your Advocates and Reward ThemEvangelists that buy into your idea Find advocates, reward them, who is sharing and who is not They become your marketing team, they buy into your idea. They gave you their email address and shared it with their connections Reward them, they help your push your idea into the marketplace
- What I like Clear info about what you’ll get, including freebies for extra incentive: The text beneath the button helps put the visitor at ease by describing what will happen next – and the addition of some free usage is a good incentive to sign up. A headline that describes exactly what the product does: I love this headline. It’s so clear and to the point that you couldn’t fail to understand what the service does instantly. Demonstration of simplicity: The 3-step design below the main area makes it really quick to understand how the service would be used, which will limit the number of bad leads you’ll get as they know what they’re signing up for. Things I’d change or test
- No one wants yet another login and password. Social Login Increase registrations up to 90%. Allow your users to register and sign in to your website with their existing social identities. Social Login also gives you access to permission-based, first-party data so you can start establishing meaningful relationships with your users as soon as they register and login to your site.
- You can stream a Twitter, Instagram or even Pinterest feed on your site. Use the social sites that most connect with the demographic of your audience.
- A marathon, not a sprint