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Building a Cohesive B2B Social Media Strategy
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Building a Cohesive B2B Social Media Strategy

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The road to social media failure is paved with good intentions. Without a cohesive strategy, processes, tools, and governance, well-intentioned marketers can cause more harm than good. Equally …

The road to social media failure is paved with good intentions. Without a cohesive strategy, processes, tools, and governance, well-intentioned marketers can cause more harm than good. Equally well-intentioned senior executives know they need to get social, but don't understand the channel, how deeply it cuts through their strategy, or how to guide their teams through the strategic and cultural transformation needed to take full advantage of its potential.

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  • (Highlight a few of the types of resources that Regus uses for its SM content strategy)All of these items feed our content bank.For example, the Great Big Survey (GBS) can spawn a press release, tweets, a full report, a byline, a blog post etc.
  • Regus’ Twitter handle for U.S.We started to take this serious in Feb 2013 and the numbers show it.Interactions: 18,210 (It's actually more than this, but we can't track the interactions of our employees accounts) (198% increase from last year)We have over 15,000 Twitter follower on RegusUSA and over 6,000 follower on @RegusCanadaExample of what Regus’ Twitter feed looks likeExamples of our content – Link to a blog post about doing business abroad (created)Link to a report by a third party about long commutes (curated)Work while watching a Padres game – view from one of our centers in San Diego
  • Transcript

    • 1. Building a Cohesive B2B Social Media Strategy Presented at SES, San Francisco, Sept. 11, 2013 Rebecca Tann, Vice President Marketing, Regus
    • 2. About Me Global Marketing Strategist Fortune 500 Brands Traditional, Digital & Emerging Tactics Managing Budgets in Excess of $30 million B2B and B2C Experience @rebeccatann
    • 3. What we do World‟s largest provider of flexible workspace solutions More than a million customers a day Locations spread across 100 countries Where we do it Who we do it for Global organization with more than 1,500 business centres across some 600 cities Founded in Brussels in 1989 Currently headquartered in Luxembourg More than half of Fortune 500s Start-ups and medium-sized companies across every sector About Regus
    • 4. About You Working with B2B vs. B2C brands? With an agency vs. in-house? Currently managing social media campaigns? Feeling they have a clear/cohesive strategy in place?
    • 5. Agenda Step 1: Forget Social Media: Think Content Marketing Step 2: Goals: Define Goals & Objectives Step 3: Measurement: What Does “Success” Mean to You? Step 4: Infrastructure: Get Some Help Step 5: Governance: Lock it Down Step 6: Listen, Learn and Adapt Intro John Lee with Webtrends @rebeccatann
    • 6. Our Basic Theory of B2B Social Media B2B looks a lot like B2C Humanize your brand Keep it simple Tell your story Interact, surprise and reward them Talk to your customers Relationships are between people not businesses Engage like it’s yours Go where your customers are Best told through customer experiences
    • 7. Step 1: Forget Social Media: Think Content Marketing What assets do I have in place? What assets do I need to create? What resources do I have? Target: Who‟s your audience? Topics: What are they interested in? Locations: Where can you find them? Content: What can I offer them of value? Image Source: www.toprankblog.com @rebeccatann
    • 8. Step 1: How Regus Does it Created Content Curated Content Business Experts Target: SMB to Large Multinational Topics: Business, Operations, Finance etc. Locations: Global & Local – Online & Offline – Horizontal & Vertical Content: What can I offer them of value?
    • 9. Step 1: How Regus Does It Content Bank 3rd Party Blog Posts Byline Articles Media Coverage Industry Reports Great Big Surveys Case Studies Press Releases Expert Commentary Custom Research @rebeccatann
    • 10. Step 1: How Regus Does It
    • 11. What are my business goals and objectives? What does the C-suite expect of our overall social media strategy? How does/can it impact other areas of the organization: • Marketing • Sales • Operations • Customer Service • HR/Recruiting Step 2: Define Your Objectives @rebeccatann
    • 12. Goals: Sales Driven Organization What Matters: Inquiries (Leads), Deals (Contracts), Revenue How does/can it impact other areas of the organization: • Every department has goals that map back to the business goals • Each department, and every program, is either driving revenue or driving costs (up or down) • Social media must drive business objectives too: Step 2: How Regus Does It 755% increase in Sales YoY from Social Media
    • 13. Key Performance Indicators (KPIs) Measurement Architecture: What do you need to measure? • Analytics (Ex. Google or Platform Specific - i.e. Facebook Insights) • Tracking Links • Operational Changes o Technical Support o Web Forms o Call Center Scripts o Sales Software Integration o Other Step 3: Measurement: What Does “Success” Mean to You? @rebeccatann
    • 14. Step 3: How Regus Does It
    • 15. Step 3: How Regus Does It Social Media Metrics Social Network Engagement Jan Feb Mar Twitter (@tweets, ReTweets) 10,000 15,000 20,000 Facebook (likes, shares, comments) 5,000 6,000 7,000 Blog (shares, comments) 900 1,000 15,000 Total 15,900 22,000 2,052 Target 10,950 12,371 15,300 Social network revenue (GBP - 000) Jan Feb Mar Total 27.46 11.28 54.10 Target 15.0K 16.0K 18.0K Q1 Determine key KPIs that are relevant to your business and the time periods you want to report against…
    • 16. Gathering your resources • Human o In-house o Agency • Financial o Advertising o Marketing o Promotion Step 4: Infrastructure: Get Some Help • Technical o Listening & Monitoring Platforms o Engagement Platform o Analysis • Content o Creation o Curation @rebeccatann
    • 17. Social Media Ambassadors (700) Gathering your resources: Human Step 4: How Regus Does It – N. America
    • 18. Gathering your resources: Technical Step 4: How Regus Does It
    • 19. Step 5: Governance: Lock It Down Social Media Policies Workflow Plans Social Media Ambassadors • Training • Monitoring Employee Engagement
    • 20. Step 5: How Regus Does It Clear Social Media Policy Clear Workflow Plan (For Operations) Support Social Media in Every Country Regus Has a Presence Different Platforms for Each Region Based on Target Audience Social Media Managers Train Employee Ambassadors 700 Social Media Ambassadors in N. America Since 2012 @rebeccatann
    • 21. Step 6: How Regus Does It Social Media Manager • Customer Tweets Complaint • Regus Gathers Contact Info Customer Service • Determines Center Location of Customer • Center Manager is Contacted Center Manager • Contacts Customer Onsite • Resolves Issue with Customer • Notifies Social Media Manager of Resolution Social Media Manager • Closes Loop with Customer on Twitter
    • 22. It works - Example
    • 23. Creating a „Feedback Loop‟ Examining what works and doesn‟t work Examining which platforms are more prolific Experimenting with a variety of strategies/methodologies – i.e. Twitter Chats, Contests/Sweepstakes, Live streams etc. Step 6: Listen, Learn and Adapt @rebeccatann
    • 24. Summary Step 1: Forget Social Media: Think Content Marketing Step 2: Goals: Define Goals & Objectives Step 3: Measurement: What Does “Success” Mean to You? Step 4: Infrastructure: Get Some Help Step 5: Governance: Lock it Down Step 6: Listen, Learn and Adapt
    • 25. Let‟s Connect!
    • 26. Thank you! …Over to John!