Social Media Marketing for B2B
Why Social Media? <ul><li>Social media is highly effective in the middle of the purchase funnel </li></ul><ul><li>To impro...
Why for B2B? <ul><li>Direct interaction with Clients </li></ul><ul><li>B2B buyers rely heavily on 3 rd  party Feed Back </...
Social Media Engagement <ul><li>Social Media Engagement affects every Step of Decision making Process.  </li></ul>
Fundamental Concepts  <ul><li>Choosing Your Social Media Identity </li></ul><ul><li>Social Media Monitoring </li></ul><ul>...
How it Works?
Process
Where are the Conversations Happening?
Search
Types of Search
Twitter & FaceBook Search <ul><li>Facebook and Twitter are quickly replacing Google amongst core users as their primary so...
What is a Social Object ? <ul><li>The pictures in Flickr </li></ul><ul><li>Videos on YouTube </li></ul><ul><li>Events in L...
CHECKLIST – Is Your Company Ready for Social Media? <ul><li>My company has clear goals for social media. </li></ul><ul><li...
Social Media Tactics <ul><li>Blogging </li></ul><ul><li>Micro blogging </li></ul><ul><li>Commenting </li></ul><ul><li>Soci...
Metrics
Networks <ul><li>Twitter </li></ul><ul><li>FaceBook </li></ul><ul><li>LinkedIn </li></ul><ul><li>YouTube </li></ul>
Twitter <ul><li>Creating the Account </li></ul><ul><li>Twitter Following </li></ul><ul><li>Find people by importing  conta...
Twitter Check list <ul><li>Be authentic: Write with a human voice </li></ul><ul><li>Listen: Pay attention to what people a...
FaceBook  <ul><li>Using FaceBook Status updates </li></ul><ul><li>Adding Picture </li></ul><ul><li>Creating Groups </li></...
Building Fan Base <ul><li>Embed Widgets on Your Website </li></ul><ul><li>Make a Compelling Welcome screen </li></ul><ul><...
Keeping Fans Engaged <ul><li>Regular Updates </li></ul><ul><li>Create polls </li></ul><ul><li>Create Events </li></ul><ul>...
LinkedIn <ul><li>Users want to connect only with people they already know in their network </li></ul><ul><li>The primary g...
LinkedIn Stats <ul><li>LinkedIn has a huge database of more than 60 million professionals </li></ul><ul><li>45% of LinkedI...
LinkedIn Do's & Don'ts <ul><li>Make sure your profile is as complete as possible </li></ul><ul><li>Try to get recommendati...
LinkedIn for Leads <ul><li>LinkedIn Q & A Section </li></ul><ul><li>Join Groups Where Your Potentials  Are </li></ul><ul><...
YouTube - More Insights More Interactions <ul><li>To increase awareness </li></ul><ul><li>Demonstrate thought leadership  ...
YouTube – For Companies <ul><li>Product demos </li></ul><ul><li>Customer testimonials </li></ul><ul><li>User generated con...
YouTube – Tips and Tricks <ul><li>Use share option </li></ul><ul><li>Invite to subscribe </li></ul><ul><li>Add friends </l...
Tools <ul><li>Google Alerts </li></ul><ul><li>Social Mention </li></ul><ul><li>Tweet Deck </li></ul><ul><li>RSS Feeds </li...
CHECKLIST – Pitfalls to Avoid in Social Media Marketing <ul><li>Don’t dive into social media unless you’re ready </li></ul...
Measuring Success <ul><li>Buzz and sentiment </li></ul><ul><li>Influence  </li></ul><ul><li>Reach </li></ul><ul><li>Virali...
Conclusion <ul><li>Social Media is not about the tools; its about your audience and the relationship you establish with th...
 
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Social media b2 b

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Social media b2 b

  1. 1. Social Media Marketing for B2B
  2. 2. Why Social Media? <ul><li>Social media is highly effective in the middle of the purchase funnel </li></ul><ul><li>To improve brand or product consideration </li></ul><ul><li>Used to gather opinions and listening to word of mouth. </li></ul><ul><li>Social media endorsements have been a great influence on purchase intent. </li></ul>
  3. 3. Why for B2B? <ul><li>Direct interaction with Clients </li></ul><ul><li>B2B buyers rely heavily on 3 rd party Feed Back </li></ul><ul><li>The target Customers are looking to build online network, share insights, and find solutions </li></ul><ul><li>Leads from Leadership </li></ul><ul><li>Cost Effective </li></ul><ul><li>Facilitates Faster Sales cycles </li></ul>
  4. 4. Social Media Engagement <ul><li>Social Media Engagement affects every Step of Decision making Process. </li></ul>
  5. 5. Fundamental Concepts <ul><li>Choosing Your Social Media Identity </li></ul><ul><li>Social Media Monitoring </li></ul><ul><li>Twiter Search </li></ul><ul><li>Facebook Search </li></ul><ul><li>LinkedIn Search </li></ul><ul><li>Search Engines </li></ul><ul><li>Alerts </li></ul><ul><li>Social Media Monitoring Software </li></ul><ul><li>Social Sharing </li></ul>
  6. 6. How it Works?
  7. 7. Process
  8. 8. Where are the Conversations Happening?
  9. 9. Search
  10. 10. Types of Search
  11. 11. Twitter & FaceBook Search <ul><li>Facebook and Twitter are quickly replacing Google amongst core users as their primary source for search… </li></ul>
  12. 12. What is a Social Object ? <ul><li>The pictures in Flickr </li></ul><ul><li>Videos on YouTube </li></ul><ul><li>Events in LinkedIn </li></ul><ul><li>Updates in Facebook </li></ul><ul><li>Bookmarks in Delicious </li></ul><ul><li>Votes in Digg </li></ul><ul><li>FourSquare check-ins </li></ul><ul><li>The docs in Scribd </li></ul><ul><li>Thoughts shared in the comment of a blog or the post itself, etc. </li></ul>
  13. 13. CHECKLIST – Is Your Company Ready for Social Media? <ul><li>My company has clear goals for social media. </li></ul><ul><li>We have the human resources to commit to social media </li></ul><ul><li>We produce enough quality content to sustain social media conversations </li></ul><ul><li>We know which social media sites are popular with our prospects and customers </li></ul><ul><li>Our company website is prepared for social media attention. </li></ul><ul><li>We’re ready to incorporate social media strategies throughout the buying process </li></ul>
  14. 14. Social Media Tactics <ul><li>Blogging </li></ul><ul><li>Micro blogging </li></ul><ul><li>Commenting </li></ul><ul><li>Social networks </li></ul><ul><li>Online video </li></ul><ul><li>Presentation & Document sharing </li></ul><ul><li>Widgets </li></ul><ul><li>Bookmarking </li></ul><ul><li>Photo sharing </li></ul>
  15. 15. Metrics
  16. 16. Networks <ul><li>Twitter </li></ul><ul><li>FaceBook </li></ul><ul><li>LinkedIn </li></ul><ul><li>YouTube </li></ul>
  17. 17. Twitter <ul><li>Creating the Account </li></ul><ul><li>Twitter Following </li></ul><ul><li>Find people by importing contact databases </li></ul><ul><li>Follow back everyone following you </li></ul><ul><li>Read the tweets of those you follow and search for tweets on keywords </li></ul><ul><li>Interacting with Prospects and Followers on Twitter </li></ul>
  18. 18. Twitter Check list <ul><li>Be authentic: Write with a human voice </li></ul><ul><li>Listen: Pay attention to what people are saying </li></ul><ul><li>Converse: Talk to others even when they’re </li></ul><ul><li>not talking to you </li></ul><ul><li>Be responsive: Monitor Twitter at least daily </li></ul><ul><li>Quality over quantity </li></ul><ul><li>Avoid link spam </li></ul><ul><li>Stick around </li></ul>
  19. 19. FaceBook <ul><li>Using FaceBook Status updates </li></ul><ul><li>Adding Picture </li></ul><ul><li>Creating Groups </li></ul><ul><li>Using FaceBook Events </li></ul><ul><li>Searching for Status Updates </li></ul><ul><li>Creating Fan page </li></ul>
  20. 20. Building Fan Base <ul><li>Embed Widgets on Your Website </li></ul><ul><li>Make a Compelling Welcome screen </li></ul><ul><li>Use Facebook Apps </li></ul><ul><li>Run a Contest </li></ul><ul><li>Link to Twitter </li></ul><ul><li>Add a Badge/Button to Your Profile </li></ul><ul><li>Use the Share Button </li></ul><ul><li>Use the @ Tag </li></ul><ul><li>Autograph Posts on Other Walls </li></ul><ul><li>Autograph Other Fan Pages </li></ul><ul><li>Use “Suggest To Friends” </li></ul>
  21. 21. Keeping Fans Engaged <ul><li>Regular Updates </li></ul><ul><li>Create polls </li></ul><ul><li>Create Events </li></ul><ul><li>Develop interactive applications </li></ul><ul><li>Encourage fan participation </li></ul><ul><li>Spark ongoing engagement via the Discussions tab </li></ul>
  22. 22. LinkedIn <ul><li>Users want to connect only with people they already know in their network </li></ul><ul><li>The primary goal of LinkedIn is to connect people who already know each other personally to create a network based on “trusted relationships.” </li></ul><ul><li>There are many restrictions in LinkedIn to prevent potential spamming. </li></ul>
  23. 23. LinkedIn Stats <ul><li>LinkedIn has a huge database of more than 60 million professionals </li></ul><ul><li>45% of LinkedIn users are business decision makers </li></ul><ul><li>LinkedIn has Executives from each and every Fortune 500 company </li></ul><ul><li>Average household income of LinkedIn users is $100,000. </li></ul>
  24. 24. LinkedIn Do's & Don'ts <ul><li>Make sure your profile is as complete as possible </li></ul><ul><li>Try to get recommendations from others that include positive comments </li></ul><ul><li>Pay attention to the network updates </li></ul><ul><li>Don't Try to connect with People you dont know </li></ul><ul><li>Aim to send an invitation to connect with a person soon after your conversation </li></ul>
  25. 25. LinkedIn for Leads <ul><li>LinkedIn Q & A Section </li></ul><ul><li>Join Groups Where Your Potentials Are </li></ul><ul><li>Promote Events for Free </li></ul><ul><li>Creating Company Profile </li></ul>
  26. 26. YouTube - More Insights More Interactions <ul><li>To increase awareness </li></ul><ul><li>Demonstrate thought leadership </li></ul><ul><li>Drive new business </li></ul><ul><li>Improve your SEO. </li></ul><ul><li>Get into video viral marketing. </li></ul>
  27. 27. YouTube – For Companies <ul><li>Product demos </li></ul><ul><li>Customer testimonials </li></ul><ul><li>User generated content </li></ul><ul><li>Video blog entries </li></ul><ul><li>Power of Views, Ratings, Favorites and Comments </li></ul>
  28. 28. YouTube – Tips and Tricks <ul><li>Use share option </li></ul><ul><li>Invite to subscribe </li></ul><ul><li>Add friends </li></ul><ul><li>Use Other Social Networks for Promotion </li></ul>
  29. 29. Tools <ul><li>Google Alerts </li></ul><ul><li>Social Mention </li></ul><ul><li>Tweet Deck </li></ul><ul><li>RSS Feeds </li></ul><ul><li>Yahoo Pipes </li></ul><ul><li>Hoot Suite </li></ul><ul><li>Co tweet </li></ul>
  30. 30. CHECKLIST – Pitfalls to Avoid in Social Media Marketing <ul><li>Don’t dive into social media unless you’re ready </li></ul><ul><li>Don’t be a big brag </li></ul><ul><li>Don’t be afraid to try social media </li></ul><ul><li>Don’t use social media sites as advertising opportunity </li></ul><ul><li>Don’t assume every social media site is good for your business </li></ul>
  31. 31. Measuring Success <ul><li>Buzz and sentiment </li></ul><ul><li>Influence </li></ul><ul><li>Reach </li></ul><ul><li>Virality </li></ul>
  32. 32. Conclusion <ul><li>Social Media is not about the tools; its about your audience and the relationship you establish with them </li></ul><ul><li>Your objectives should decide what tools to use; not the other way around </li></ul><ul><li>Your goals should measure delivery against your objectives </li></ul><ul><li>The best measure of social activity is the level of audience participation </li></ul><ul><li>Social conversations about your brand will happen with or without you </li></ul>
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