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Social Media for B 2 B
Presented by:
Georgie Brown
Managing Partner, Big Couch Media Group
About Big Couch Media Group
•

Big Couch Media Group is a South Florida based strategic consulting, branding,
and full ser...
Agenda
•
•
•
•
•
•
•

Why Social Media?
The Landscape
Establishing a Plan
Key Channels for B2B
Case Study
Resources
Q&A
Why Social Media?
• Authority and Thought Leadership
• Lead Generation
• Conversation – Engagement

• Social CRM
Focused Strategy for B 2 B

• Content Strategy
• Channel Strategy
Content… Content… Content
Content Strategy
• Establish your tone and POV
• Different formats – calls to
action, Infographics, charts,
videos, presen...
social media: b 2 b
Blogging – The Numbers
Blogging – The Numbers

•

31 million bloggers in the U.S.

•

60% of bloggers are men, 40% are wom...
Blog Considerations
•
•
•
•

Platform
Design
Tone
Frequency
Frequency Matters


How Often Should You Blog?
Frequency matters,
research shows tied to
customer acquisition.





Rec...
Blogging Best Practices
Pick a Practices from Influential
Best frequency and stick with it.
Use keyword-rich, attention gr...
•

200 million members

•

Executives of all 2013 Fortune
500 companies are members

•

Over 5.7 billion professionallyori...
Personal Profile
Recommendations
Endorsements
Company Page
Engage in Groups
Create Your Own Group
Example – HP
Sponsored Ads
Connecting – Build Your
Network
Engagement
•
•
•
•
•
•
•

Over 1.11 billion users worldwide
Over 100 million in the U.S.
655 million daily active users
Over 50 milli...
Start with a Great Profile
Start Following People
Start Talking – Twitter “The
Lingo"
• Mention
• Tweet
• ReTweet
• #Hashtag
• Message
• Trending
Share Compelling Content
Case Study:
Background
• Capitol Lighting is an 88 year old omni-channel
specialty lighting retailer.
• The company has 8 ...
Dedicated website
Developed unique
content and value
proposition
Established targeted
social media
channels to promote
content and
engage PRO
members
Content is recorded
and republished on
website as rich
content – great for
SEO
Pushed as a playlist
to Capitol’s
dedicated YouTube
Channel
Providing guest
blogging
opportunities for PRO
members on Capitol
Lighting’s consumer
blog
• Entire Capitol Lighting
management and sales staff
very active in participating in
social media targeting trade
professi...
Keys to Social Media Success
Establish robust presence
Relevant, interesting, and engaging content
Develop your tone and p...
Resources and Tools
Resources
•
•
•
•
•

SocialMediaToday.com
SocialMediaExaminer.com
Mashable.com
eMarketer.com
Marketing...
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
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Social Media for B2B

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Think social media marketing is only for B2C companies?

Many of us in social media are asked this question from colleagues, company executives, and clients - sometimes daily. Many assume social media is solely for large consumer brands looking to leverage platforms like Facebook, Twitter, and Pinterest to sell or promote more candy bars or sneakers. For most B2B brands the sales cycle can be months or even years, not seconds or minutes, therefore, building long term advocacy and providing customer value is a critical aspect and opportunity in any b-to-b social media strategy.

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Transcript of "Social Media for B2B"

  1. 1. Social Media for B 2 B Presented by: Georgie Brown Managing Partner, Big Couch Media Group
  2. 2. About Big Couch Media Group • Big Couch Media Group is a South Florida based strategic consulting, branding, and full service digital solutions company. • Big Couch Media Group’s company principles, John Studdard and Georgianne Brown, have held several key C level positions in publicly traded and large organizations in B to B and B to C. • Big Couch Media Group’s focused industry verticals include leisure travel / hospitality, ecommerce, online publishing, financial services, technology, CPG, and health & wellness. • The BCMG team is extremely passionate and has extensive experience, thought leadership, and leverages best practices in assisting emerging entrepreneurial organizations develop, implement, manage, and optimize results focused growth strategies: • Strategic Consulting • Brand Development • Integrated Marketing • Social Media Marketing • Website Development • Mobile Strategy • Analytics
  3. 3. Agenda • • • • • • • Why Social Media? The Landscape Establishing a Plan Key Channels for B2B Case Study Resources Q&A
  4. 4. Why Social Media? • Authority and Thought Leadership • Lead Generation • Conversation – Engagement • Social CRM
  5. 5. Focused Strategy for B 2 B • Content Strategy • Channel Strategy
  6. 6. Content… Content… Content
  7. 7. Content Strategy • Establish your tone and POV • Different formats – calls to action, Infographics, charts, videos, presentations, Webinars, Whitepaper, etc. • Develop appropriate messaging and tactics across your social channels • Think about target keywords • Develop a schedule – and commit to it
  8. 8. social media: b 2 b
  9. 9. Blogging – The Numbers Blogging – The Numbers • 31 million bloggers in the U.S. • 60% of bloggers are men, 40% are women. • 60% of businesses have a company blog. • 35% actively blog at least once per month. • • Conversely, 65% haven’t updated their blog in a year or more. B2B companies with active blogs reported a 60% increase in leads.
  10. 10. Blog Considerations • • • • Platform Design Tone Frequency
  11. 11. Frequency Matters  How Often Should You Blog? Frequency matters, research shows tied to customer acquisition.   Recommend minimum once per week, optimal 2-3 times per week if possible. Be consistent and compelling.
  12. 12. Blogging Best Practices Pick a Practices from Influential Best frequency and stick with it. Use keyword-rich, attention grabbing Bloggers headlines for each post.     At least one photo (with ALT tags) for each post. Formatting matters. Use sub-heads, bullet points.  Quality vs. quantity.  Create blog categories and tags.  250 – 300 words.
  13. 13. • 200 million members • Executives of all 2013 Fortune 500 companies are members • Over 5.7 billion professionallyoriented searches in 2012 • 3 million+ companies have LinkedIn Company Pages • 1.5 million publishers Share button on their sites • More than 2.1 million LinkedIn Groups • Adding over 172,000 users daily – 2 per second
  14. 14. Personal Profile
  15. 15. Recommendations
  16. 16. Endorsements
  17. 17. Company Page
  18. 18. Engage in Groups
  19. 19. Create Your Own Group
  20. 20. Example – HP
  21. 21. Sponsored Ads
  22. 22. Connecting – Build Your Network
  23. 23. Engagement
  24. 24. • • • • • • • Over 1.11 billion users worldwide Over 100 million in the U.S. 655 million daily active users Over 50 million Facebook pages Average user spends 20 minutes per session Average user “likes” 40 pages Over 70,000 companies use Facebook to connect with customers
  25. 25. Start with a Great Profile
  26. 26. Start Following People
  27. 27. Start Talking – Twitter “The Lingo" • Mention • Tweet • ReTweet • #Hashtag • Message • Trending
  28. 28. Share Compelling Content
  29. 29. Case Study: Background • Capitol Lighting is an 88 year old omni-channel specialty lighting retailer. • The company has 8 showrooms in Florida and New Jersey, as well as their website 1-800-Lighting.com • In addition to B2C, Capitol Lighting aggressively markets B2B (PRO program) to trade professionals such as interior designers, electricians, architects, landscapers, etc.
  30. 30. Dedicated website
  31. 31. Developed unique content and value proposition
  32. 32. Established targeted social media channels to promote content and engage PRO members
  33. 33. Content is recorded and republished on website as rich content – great for SEO
  34. 34. Pushed as a playlist to Capitol’s dedicated YouTube Channel
  35. 35. Providing guest blogging opportunities for PRO members on Capitol Lighting’s consumer blog
  36. 36. • Entire Capitol Lighting management and sales staff very active in participating in social media targeting trade professionals – All have established robust profiles on minimum of Facebook and LinkedIn – Aggressively repost all Capitol Lighting events, news, and content – Proactively have joined and engage in trade related LinkedIn groups
  37. 37. Keys to Social Media Success Establish robust presence Relevant, interesting, and engaging content Develop your tone and personality Build and engage with your network Be consistent Integrate your social media throughout your marketing communications • Connect all your social media • Keep learning • …. Have Fun! • • • • • •
  38. 38. Resources and Tools Resources • • • • • SocialMediaToday.com SocialMediaExaminer.com Mashable.com eMarketer.com MarketingLand.com Tools / Tracking • • • • • Hoot Suite Social Mention Social Sprout Google Analytics Each social channel
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