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MAKING SENSE OF SOCIAL MEDIA	 	 						 www.digimind.com	 1
Social Media Survival Guide for
THETELECOMMUNICATIONS/IT
INDUST...
CONTENTS
KEY TAKEAWAYS									4
FOREWORD										5
INDUSTRY INTRODUCTION							6
LINKEDIN										8
Why LinkedIn?
Insid...
ABOUT										26
Digimind
Digimind services
DIGIMIND SOCIAL									27
CONTACT DIGIMIND									29
REFERENCES									31
MAKING SENSE OF SOCIAL MEDIA	 	 						 www.digimind.com	 4
KEY TAKEAWAYS
Thank you for downloading Digimind’s Social Media...
MAKING SENSE OF SOCIAL MEDIA	 	 						 www.digimind.com	 5
Thank you for downloading this eBook.
Digimind is constantly wo...
MAKING SENSE OF SOCIAL MEDIA	 	 						 www.digimind.com	 6
Myth: B2B companies cannot use social media
like B2C companies,...
“...91% of B2B companies are
present on LinkedIn and over
80% have Twitter and
Facebook accounts...”
MAKING SENSE OF SOCIAL MEDIA	 	 						 www.digimind.com	 8
LinkedIn currently has over 225 million
members in over 200 cou...
MAKING SENSE OF SOCIAL MEDIA	 	 						 www.digimind.com	 9
Use LinkedIn Polls: This is a great way to
increase your reach,...
MAKING SENSE OF SOCIAL MEDIA	 	 						 www.digimind.com	 10
Given that B2B companies constantly trying
to grow their onlin...
MAKING SENSE OF SOCIAL MEDIA	 	 						 www.digimind.com	 11
As you can see there are many advantages to
owning your own bl...
MAKING SENSE OF SOCIAL MEDIA	 	 						 www.digimind.com	 12
Case Study
Who: Orange Business
What: The Orange Business Serv...
MAKING SENSE OF SOCIAL MEDIA	 	 						 www.digimind.com	 13
Mediabistro’s recent study has shown that
Twitter is responsib...
MAKING SENSE OF SOCIAL MEDIA	 	 						 www.digimind.com	 14
Encourage Twitter users to follow you
Don’t keep your Twitter ...
MAKING SENSE OF SOCIAL MEDIA	 	 						 www.digimind.com	 15
TWITTER BEST PRACTICES:
•	 Keep tweets shorter than 140 charac...
MAKING SENSE OF SOCIAL MEDIA	 	 						 www.digimind.com	 16
Facebook is more difficult to engage with
as a business platfo...
MAKING SENSE OF SOCIAL MEDIA	 	 						 www.digimind.com	 17
excerpt as a teaser or create a short summary
about it. This w...
MAKING SENSE OF SOCIAL MEDIA	 	 						 www.digimind.com	 18
Case Study
Look to O2 for inspiration for your own
Facebook pa...
MAKING SENSE OF SOCIAL MEDIA	 	 						 www.digimind.com	 19
FACEBOOK BEST PRACTICES:
•	 Share photos and videos rather tha...
“...companies often overlook
Google+ in favour of
LinkedIn because they do not
think they have time to
manage more than 3 ...
MAKING SENSE OF SOCIAL MEDIA	 	 						 www.digimind.com	 21
When a company is planning their social
media strategy, they o...
MAKING SENSE OF SOCIAL MEDIA	 	 						 www.digimind.com	 22
AdWords and a Google user searches for your
company, their sea...
MAKING SENSE OF SOCIAL MEDIA	 	 						 www.digimind.com	 23
As you can see, social media strategy for
B2Bs isn’t limited t...
MAKING SENSE OF SOCIAL MEDIA	 	 						 www.digimind.com	 24
MORE DIGIMIND EBOOKS
Your Guide to Social Media Success
http:/...
MAKING SENSE OF SOCIAL MEDIA	 	 						 www.digimind.com	 25
CONTRIBUTORS
Katerina Malinova
Katerina is a Community Manager...
MAKING SENSE OF SOCIAL MEDIA	 	 						 www.digimind.com	 26
ABOUT
Digimind
Digimind is a leading global social media monit...
MAKING SENSE OF SOCIAL MEDIA	 	 						 www.digimind.com	 27
So you’ve set up your social media strategy. Now what? Now you...
MAKING SENSE OF SOCIAL MEDIA	 	 						 www.digimind.com	 28
START A FREE TRIAL
MAKING SENSE OF SOCIAL MEDIA	 	 						 www.digimind.com	 29
CONTACT DIGIMIND
To have a deeper conversation, please contact...
MAKING SENSE OF SOCIAL MEDIA	 	 						 www.digimind.com	 30
REFERENCES
1 STELZNER, M. A. (2013, 5). Socialmediaexaminer.co...
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Social Media Survival Guide for the B2B TELECOMS & IT Industry

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Many companies in the telecommunications and IT industry are ‘on’ social media sites, but having a strong online presence means actually utilizing these sites to connect with communities of potential consumers in an organized and frequent manner. This requires working out which social networks your prospects are using, allocating resources (ie a Community Manager) to manage your social media accounts, and building a social media strategy to produce frequent and relevant content.

This eBook gives you all of the information you need to implement a winning social media strategy.

Key Takeaways include:

- How to get started on your recommended social media channels
- Key statistics and specific case studies
- Best Practices for each network
- Industry insights about Google+

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Transcript of "Social Media Survival Guide for the B2B TELECOMS & IT Industry"

  1. 1. MAKING SENSE OF SOCIAL MEDIA www.digimind.com 1 Social Media Survival Guide for THETELECOMMUNICATIONS/IT INDUSTRY Where, How and Why? B2B
  2. 2. CONTENTS KEY TAKEAWAYS 4 FOREWORD 5 INDUSTRY INTRODUCTION 6 LINKEDIN 8 Why LinkedIn? Insider Tips for users BLOG 10 Why create a blog? Insider Tips Case Study: Orange Business TWITTER 13 Why Twitter? Insider Tips FACEBOOK 16 Why Facebook? Insider Tips Case Study: O2 Best Practices THE POWER OF GOOGLE+ 21 CONCLUSION 23 MORE DIGIMIND EBOOKS 24 CONTRIBUTORS 25
  3. 3. ABOUT 26 Digimind Digimind services DIGIMIND SOCIAL 27 CONTACT DIGIMIND 29 REFERENCES 31
  4. 4. MAKING SENSE OF SOCIAL MEDIA www.digimind.com 4 KEY TAKEAWAYS Thank you for downloading Digimind’s Social Media Survival Guide for THE B2B TELECOMMUNICATIONS / IT INDUSTRY. This eBook gives you all of the information you need to implement a winning social media strategy. We guide you through: How to get started on your recommended social media channels Key statistics and specific case studies Best Practices for each network Industry insights about Google+
  5. 5. MAKING SENSE OF SOCIAL MEDIA www.digimind.com 5 Thank you for downloading this eBook. Digimind is constantly working to bring you useful and insightful content to make your job easier and help you navigate the complex world of social media. With the launch of our next generation social media monitoring tool, Digimind Social, in October 2013, we are now better equipped than ever to assist you through these turbulent waters. Beyond our technology, our teams in North America, Europe, Asia and Africa are constantly gleaning the latest social media and digital marketing trends and insights and delivering them in easily digestible formats. We are very happy to share our insights with you and we hope you find this eBook interesting and insightful. If you like what you see here, you’ll find many more similar resources and best practices on our website. Enjoy, Paul Vivant Founder & CEO FOREWORD
  6. 6. MAKING SENSE OF SOCIAL MEDIA www.digimind.com 6 Myth: B2B companies cannot use social media like B2C companies, because they must market and present themselves as a business. Reality: The term B2B is irrelevant on social media, as connecting with the people behind the business is what really facilitates sales. When B2B companies think about social media, they often make the mistake of thinking of it as a medium for marketing their business when it is in fact a means of human connection and engagement i.e. H2H (human to human). It is a conversation and it will take place with or without your participation, but unfortunately those who choose not to participate and engage are missing out on a huge audience of B2B buyers. A recent study by Forrester Research found that 68% of B2B buyers use social media for business purposes as it is a great way to build relationships and source products and services. You should remember that the decisions of B2B buyers often come down to relationships, so if you can humanize your brand on social media by engaging with your followers, clients and competition you will be able to connect with other businesses on a more personal level. Social media is a great way to set yourself apart as a thought leader and an innovator in your industry by regularly posting good content, and this in itself will translate into a larger online following. You will then need to listen to, participate with and reward your followers in order to maximize retainment. Eventually, as you grow your following, give them the content that they want and engage with them on a number of levels, you will see an increase in sales. But how does a B2B company know which content is the most effective, and where their audience is most active? The key is social listening. Social listening is a key role for your Community Manager who can leverage smart social media monitoring tools to listen, analyze and engage with prospective clients to make better business decisions. These insights are not limited to your Community Manager; your Sales and R&D department can also use these tools to find quality leads or see what people like and dislike about your product. Let’s take a closer look at your industry. Many companies in the telecommunications and IT industry are ‘on’ social media sites, but having a strong online presence means actually utilizing these sites to connect with communities of potential consumers in an organized and frequent manner. This requires working out which social networks your prospects are using, allocating resources (ie a Community Manager) to manage your social media accounts, and building a social media strategy to produce frequent and relevant content. While 91% of B2B companies are present on LinkedIn and over 80% have Twitter and Facebook accounts, the Content Marketing Institute’s 2013 study shows that only half are interacting on Google+ or on a mobile-optimized blog so many are missing out on the vast possibilities offered by these two networks. Furthermore, according to research by the Content Marketing Institute, only 44% of B2B marketers have a documented content strategy meaning that companies in your industry are yet to fully capitalize on social media. Here we show you how. INTRODUCTION
  7. 7. “...91% of B2B companies are present on LinkedIn and over 80% have Twitter and Facebook accounts...”
  8. 8. MAKING SENSE OF SOCIAL MEDIA www.digimind.com 8 LinkedIn currently has over 225 million members in over 200 countries so it is not surprising that so many B2B marketers see it as the most vital social media channel. LinkedIn is absolutely a great choice for B2B companies, as it is a great space for establishing thought leadership, gaining insights, generating leads, building relationships, conducting market research, improving reputation and building online communities. Furthermore, the channel has recently established itself as a professional publishing outlet for its members, with new features like LinkedIn Influencers and the LinkedIn Today e-zine that combines top news items that have been published by members of the site. So how do you as a B2B professional harness the considerable power of LinkedIn? First you will need to create a good company profile and then you must manage your content. Here are nine tips, courtesy of Clickworks, to help you optimize your LinkedIn presence: When creating your profile, optimize the ‘About’ Section: Most companies tend to cut and paste the ‘About Us’ section from their official website onto their LinkedIn profile but this is not the right strategy. Remember, LinkedIn is a place for networking rather than informing, so you should put more thought into how to be appealing to your B2B audience. A good way for companies to attract new business on LinkedIn is to ask an existing contact to write a recommendation to appear in your profile. Acquire followers: Call members to action by including calls to follow in some of your content. Also, by using LinkedIn follow buttons and paid follow ads you can quickly and easily increase your number of followers and make sure your brand is visible. Use the LinkedIn news feed for effective and targeted content delivery: Brands can target content for their followers based on their industry, function, seniority, company size and location. However, brands are not just limited to targeting followers with their content; LinkedIn recently unveiled Sponsored Updates, meaning brands have access to a huge new addressable audience who don’t necessarily need to follow you to see your content. Go Visual: With LinkedIn, like with Facebook, you can include a corporate video as well as a banner image on your company profile, which will help generate brand awareness. Companies in your industry should take advantage of this; you should use your logo wherever possible and keep the tone of all visual media consistent with the brand image you want to convey. You can update your page with videos, images, documents, and presentations by uploading them using the share box. Choose the right Business content: While LinkedIn is a professional social network, it is important to remember that you are not talking to a business, you are talking to a person. Business content that is relevant to your industry will establish your brand as a thought-leader, so use whitepapers, news articles, educated discussion threads rather than aggressive marketing materials to engage with your followers. LINKEDIN
  9. 9. MAKING SENSE OF SOCIAL MEDIA www.digimind.com 9 Use LinkedIn Polls: This is a great way to increase your reach, as the poll function in ‘Groups’ lets you ask interesting questions about trending news on the site. You have a great opportunity to mark yourself out as a thought-leader in your industry and engage with your followers. Install the following 3 plug-ins: WordPress/Blog Link: This will automatically sync your last 5 blog posts with your LinkedIn profile. This is a time-efficient way to manage your content, allowing you to engage with your followers and enhance customer experience on both sites. Slide-Share: This will allow you to choose and display 3 presentations on your profile so you can market your company in an informative and visually stimulating way. Amazon reading list: You can share the books you are reading with your followers, establishing yourself as a thought-leader and optimising interaction with your followers, as if someone reading the same book you can engage them in conversation. Market Your Company’s LinkedIn Page: You can incorporate a link to your LinkedIn page on your other social media channels, your blog and your official website, and you can also add a LinkedIn Follow button to your email signature. This will build more traffic and generate more followers for your LinkedIn Company Page. For inspiration on how to capitalize on LinkedIn, look at Telecom Executives Business Network who currently have over 169,700 followers.
  10. 10. MAKING SENSE OF SOCIAL MEDIA www.digimind.com 10 Given that B2B companies constantly trying to grow their online presence, it is surprising that blogs are underused by B2B marketers as a way to inform and engage with their online audience. However, while the idea of starting a blog is exciting to marketers, many struggle with content creation. For most companies, the overall goal of their online presence is to attract new clients, and to do this you will need to provide a constant flow of information about the company’s products or services. These days you cannot simply rely on your official website to do this, as blogs play a crucial role in driving new business. Here are some of the many benefits that blogging can offer: Attract prospects Blogs can be set up directly within your website’s domain (for example, www. mycompany.com/blog) or off your company’s web domain (for example www. mycompanyblog.com), but regardless of which you decide to use, links posted on your blog will direct visitors to products, services, promotions and contact forms on your main site. Your blog posts can also be distributed via RSS and email, and shared on all other social media sites meaning the bigger your online following, the further your reach will be. Create an online following Creating regular, new blog content will also encourage existing customers to return to your site and engage them in your brand’s online community.With a blog, you can use many different types of content, so you can present information about different points in the buying cycle meaning it is relevant for both prospects and buyers at every stage. You can also preemptively answer popular industry questions on your blog so people will be directed to your page when they type the question into a search engine. Improve SEO By using suitable keywords and phrases in your page content, you will support SEO for your site as this increases your visibility in search results when someone searches for these terms on Google, so you will be more likely to generate new business. Publish fresh and interesting content A blog is a great place to publish timely or temporary pieces of information about your company, which might not fit in with the content on your official website. Remember, search engines rank websites in part depending on how current and new its content is, so updating your blog frequently with a variety of different types of media will keep your company performing well in search results. Publish information cost-effectively Your blog will be a great addition to your business’ assets as it is a form of owned media. You will not need to spend money on advertising or publishing content on your own blog. Use it for free Market Research Your blog will provide you with real-time marketing response, so you can use it instead of or as well as costly market research to gain feedback and opinions. BLOG
  11. 11. MAKING SENSE OF SOCIAL MEDIA www.digimind.com 11 As you can see there are many advantages to owning your own blog, so here are a few tips to help you get started: Create a strategy Now that you know what benefits a blog can have for your business, you can set out more specific and focused goals that aren’t solely focused on generating leads. Things like improving SEO and acquiring an online following are stepping-stones to new business which is the ultimate goal. To obtain any of the advantages listed, you will need to publish regular, relevant content so you should create a schedule for your posts. Remember, the more content you share, the more likely your page is to be viewed by prospects. Optimize content First of all, you will need to incorporate your company’s branding into the blog. This means going further than just using the colours and typeface; you should think about the incorporating your branding into your posts so that you create a brand image when posts are shared on other sites You should enable sharing by adding RRS, email and social network sharing links to every post. In addition, keep your posts fresh and interesting, by using a mixture of infographics, images, videos and articles, as well as thought-leadership pieces like whitepapers. Furthermore, you can support SEO by using keywords searched for by your buyers in your written pieces. Measure your blog’s performance You need to work out a system to measure the success of your blog, which is why setting out more specific goals than generating leads is important. You can implement the Google Analytics tool to measure your traffic and exposure, and to discern what kind of content is the most popular. You will gain insight into the sort of information people are searching for in your sector, such as typical reasons for complaints or a product or service that is desired but unavailable, and you will find topics being discussed by consumers which you could use as a communication strategy. Google Analytics is a great social media monitoring tool as it will give you the information you need to meet individual targets and generate new business as a whole. Mobile-optimize You can generate valuable leads simply by mobile-optimising your blog. Pew Internet Project’s social networking research has shown that 40% of cell phone owners use a social media site on their phone, and 28% do so every day so it is important to make your content available for decision makers on the go.
  12. 12. MAKING SENSE OF SOCIAL MEDIA www.digimind.com 12 Case Study Who: Orange Business What: The Orange Business Services Blog is extremely easy to navigate and has a huge amount of interesting content about your industry. They have set themselves out as thought leaders when it comes to business to business transactions as they post informative content about very current news items in their industry. Their posts can be viewed by category or by writer, or there is a tag cloud and an archive which organises the posts by date. Alternatively, blog visitors can type their query into the search bar to quickly find exactly what they are looking for. The blog posts themselves are easily shared as they contain links to Twitter, Facebook and many other social media channels. You can follow them on a number of social networks simply by clicking ‘follow us,’ subscribe to their blog using the RSS feed or go straight to their official website by clicking at the top of the page. Orange is really maximising its visibility online whilst posting content which is likely to encourage people to engage with them more on social media. These are all useful tips which you could use for your b2b blog.
  13. 13. MAKING SENSE OF SOCIAL MEDIA www.digimind.com 13 Mediabistro’s recent study has shown that Twitter is responsible for 82 percent of leads that are generated through social media, meaning that it is 9 times more effective than both LinkedIn and Facebook. The audience is also highly relevant on Twitter, as another study conducted by Twitter revealed that 30 percent of Twitter users search for B2B brands online, compared to 12 percent of average Internet users. Thus, Twitter is a great source for prospects, and by setting up an account you can provide quick, easily digestible news about your industry and organization. If you want to take your Twitter presence a step further, you can set up a promoted account (typically used to gain new followers) or use the promoted tweets feature to reach non-followers with your content too. But what content should you use on Twitter in order to generate leads? Here are some tips to help you optimize your Twitter presence: Tweet often The key to profiting from social media is using it regularly. You should update your Twitter regularly to keep your followers interested and to maximise your brand’s presence. With HootSuite, you can write posts and schedule them for a specific time and date, meaning that you don’t need to constantly think about posting. Brand your Twitter page Whether your goal is to increase brand awareness or simply improve your marketing content, branding your social media accounts is important. That means aligning your background, avatar, description, color palette, and header image with your brand, as this will make your company memorable. Link your Twitter account to your other social media sites By providing links to content on your other social media networks, blog and official website, you can increase exposure for your company as a post is 86% more likely to be re-tweeted when it includes a link. Furthermore, providing a link to your Twitter page on all other company-run sites will enable you to acquire more followers. Share interesting content You will need good, relevant content in order to drive leads. If you simply use Twitter to aggressively market your company, you will not get the customer engagement that is necessary to generate real leads. Twitter recently enabled image attachments and media so you can use a variety of visual and semantic content. Be responsive You should monitor which Twitter content is the most effective by looking at which causes the most buzz or gets the highest number of retweets, and then tailor future content accordingly. In addition, if someone asks a question or contacts you directly on Twitter, you should respond immediately as social media users want answers in real time. TWITTER
  14. 14. MAKING SENSE OF SOCIAL MEDIA www.digimind.com 14 Encourage Twitter users to follow you Don’t keep your Twitter feed hidden; you should try to reach as many people as possible with your content to encourage conversation and build a following. Using hashtags in your Tweets will give you access to broad keyword threads where you can find new community members. In addition, using the query -http ? “keyword”, you can bring up a targeted stream of search results for the given keyword, which will allow you to see your target audience. For example, the query -http ? “web designer” will return these search results: By using search queries like this one, you can locate and create an online community simply by engaging with the users who have questions relevant to your products or services. Engage and explore You should use Twitter to engage with new people; marketing on social media channels is a two-way street, which means you need to listen to your audience as well as speak to them. Twitter is also a great place to explore your industry; looking at other companies in your industry will help you find your target audience and provide insight into what content is the most effective. For a good example of a B2B telecom company with a strong Twitter strategy, look to O2 Business UK. They update their page regularly yet their content does not aggressively market their services as their ultimate goal is to engage their online community; in fact it appears that for every tweet about their services they create a tweet about their industry in general. This is a good strategy as it keeps their page balanced. They respond to their followers’ queries in real time and occasionally retweet their followers meaning they are really maximising this social media channel and nurturing an online following.
  15. 15. MAKING SENSE OF SOCIAL MEDIA www.digimind.com 15 TWITTER BEST PRACTICES: • Keep tweets shorter than 140 characters People will be more likely to retweet your comment as every RT includes the @nickname of the user who tweeted initially. Shorter tweets are therefore simpler to RT. • Use hashtags Hashtags are being used more and more by Twitter users so it is much easier to locate and target your audience. But remember, you should use max.3 hashtags per tweet. • Grow your following You should keep adding followers as a number of people will follow you back. This is a very simple way to grow your online community. • Retweet with a comment Whenever you retweet, be sure to add your own insight or comment on the topic to make it more personal for your followers..
  16. 16. MAKING SENSE OF SOCIAL MEDIA www.digimind.com 16 Facebook is more difficult to engage with as a business platform, but that doesn’t mean you should overlook it. Facebook is a great vehicle for generating leads; a recent study by strategic consulting firm Vivaldi Partner Group found that B2B consumers are turning to Facebook when it comes to 1) obtaining information about products and services and 2) purchasing those products and services. Furthermore the same study found that 59 percent of B2B professionals use smartphones to gather purchasing information so using a mobile-optimized social media sites like Facebook will increase your exposure. Recently, more and more B2B companies have been sending out ‘Like us on Facebook’ announcements, and the reason for this is because they are discovering that Facebook can also be extremely effective in B2B marketing, especially when they have a big fan base to communicate with. Facebook can be used to share a variety of different media and there is no word-limit on what you can post, meaning that it is relatively easy to create good content. However, many B2B marketers are still unsure on what to say and how to act on Facebook. Here are some tips, courtesy of Black Enterprise, to help you capitalize on this social media site. Make a Facebook Strategy It is important to set out specific goals on social media that aren’t solely focused on leads. Aiming for less material goals like reach, awareness, buzz, customer satisfaction, and engagement (comments, likes, shares) are just as important as rigid lead generation or sales. They’re the stepping-stones to what you really want: more business. So think about which content will have the most reach or create the most buzz, rather than which will market your company the best, and create a schedule so that you are creating regular updates. It’s all about engaging with your target audience. Vary your content Combining graphics, videos and information will make your page interesting and attractive. Video is particularly effective, as you can provide valuable information quickly without overwhelming prospects with too much detail and losing their attention. Furthermore, you can incorporate whitepapers, checklists and articles to mark yourself out as a thought-leader in your industry. Reward curiosity Play on people’s curiosity with ‘behind the scenes’ information, photos and videos as your fans will be interested in the people and what goes on behind your brand. What happened at an interesting event? How did the office prepare for the last networking meeting? Post about it and then add pictures. This will encourage sharing and engagement. Create incentives Offering a free trial or a free demo is a sure way to generate interest in your page. Posts like this will get likes and shares, meaning they are likely to have a greater reach within your target audience. Free e-books with useful information about your industry and advice are also good for promoting your company. Promote content from other social media channels and users Content created on other platforms like blogs or webinars can be posted on Facebook, but don’t just provide a link. You should use a good FACEBOOK
  17. 17. MAKING SENSE OF SOCIAL MEDIA www.digimind.com 17 excerpt as a teaser or create a short summary about it. This will increase traffic to your other platforms and increase Facebook likes. Furthermore, sharing and promoting content from your users or other sources will encourage their community to overflow into yours, widening your reach and increasing interaction. Engage with other businesses Social media can facilitate new business relationships, so you should make your page attractive to other businesses. You can do this by sharing industry news and your opinions in an engaging way. Remember also to like other companies’ pages so that you can interact with them and keep an eye on what they’re doing. This will provide insight into effective content and potentially open your business up to a new audience. Amplify through ads One of the great things about Facebook is that you can reach friends of fans. Facebook ads allows you to target specific types or groups of people to ensure you are reaching the right audience with your advertising. Find out how to get started with this feature here. Capture leads You can use Facebook to capture contact information, for example by creating a ’Connect with us’ portal where prospects can enter their details in return for frequent updates or downloads.
  18. 18. MAKING SENSE OF SOCIAL MEDIA www.digimind.com 18 Case Study Look to O2 for inspiration for your own Facebook page. As you can see from this image, the Facebook page for O2 is well aligned with their brand; they have used their company logo for the profile picture and a cover photo which promotes their 4G status (4G is the fourth generation of mobile phone mobile communication technology standards). They use their page to keep their followers updated on their latest news with links to posts on their various other social networks, photos, individual stories, event news and brand new products and services. The content is varied and interesting; they post music as well as video and photo media which helps keep their page current..
  19. 19. MAKING SENSE OF SOCIAL MEDIA www.digimind.com 19 FACEBOOK BEST PRACTICES: • Share photos and videos rather than a link It is important to ensure that all of your content is accessible in one place. • Keep your posts short You want to capture the attention of your consumer without overloading them with information. • Call to action Asking your followers for their opinion is a good communication strategy, and a good way of generating leads. • Always answer your follower’s questions You cannot expect people to answer your calls to action, if you are not willing to do the same in return. Answering your followers is a key communication strategy as you need to build a relationship with consumers in order to convert leads into sales.
  20. 20. “...companies often overlook Google+ in favour of LinkedIn because they do not think they have time to manage more than 3 social networks...”
  21. 21. MAKING SENSE OF SOCIAL MEDIA www.digimind.com 21 When a company is planning their social media strategy, they often overlook Google+ in favour of LinkedIn because they do not think they have time to manage more than 3 social networks. Facebook, Twitter, and LinkedIn have always been seen as the ‘big three’ of social media, but many B2B are missing out on the important benefits that Google+ has to offer. It has already surpassed Twitter in its number of active users, and is fast becoming known as the ‘social network for professionals.’ One important feature of Google+ which has attracted professional users (and which isn’t offered by LinkedIn) is the ‘Circles’ feature which allows companies to segment and target specific audiences with unique messages. This means that B2B marketers can communicate differently with prospects and current customers, or with prospects in different industry segments. You can also access existing communities or circles on Google+ which already contain people with shared interests. Here is a list of some recommended communities for your sector: Telecommunications / Telecom / ICT Telecom Professionals IT Professionals Information Technology Below are some more advantages, courtesy of Pardot, which set it apart from other social media channels, as well as tips on how to capitalize on these benefits. SEO Google has completely integrated Google+ pages into their search algorithms. This means that when a Google user searches for something online, they will see a ‘personal results’ section in their search results, containing content from Google+ networks that relate to their search. So if you are active on Google+ your page will contain more relevant content for indexing into search results. You should: Share content with your circles regularly You should create a schedule to make sure you are updating your Google+ page often. The more content you share, the more likely your page is to be viewed by prospects. Connect your Google+ with your other websites By adding the +1 button to posts on your blog or official website, you will improve the search rank of your content on Google. You should encourage other Google+ users to share your posts as, to Google, the more +1’s you get the more relevant your content is. Vary your content Google indexes various content types differently, so incorporating different media like articles, images and videos will not only make your page more appealing, but will also increase your reach. AdWords Integration Google’s new AdWords feature, ‘Social Extensions,’ is an integration between AdWords and Pages which allows users to leverage the +1’s on their posts into their AdWords campaigns. So if you are using THE POWER OF GOOGLE+
  22. 22. MAKING SENSE OF SOCIAL MEDIA www.digimind.com 22 AdWords and a Google user searches for your company, their search results will contain the relevant ads as well as how many of their connections have given a +1 to your content (i.e. 30 of their friends recommend this company). This can drastically improve ad performance as so many people are influenced by recommendations. You will need to: 1. Enable Social Extensions: Click the Ad Extensions tab in your account and select Social Extensions from the drop down menu and choose ‘new extension.’ 2. Use social report segments: AdWords reporting now offers a ‘+1 Annotation’ segmentation in its report to provide insight into the impact of social media on ad performance. 3. Add +1 button to your content: The more social recommendations for your company that can appear in search results, the more success your campaigns will have.
  23. 23. MAKING SENSE OF SOCIAL MEDIA www.digimind.com 23 As you can see, social media strategy for B2Bs isn’t limited to LinkedIn. There are a vast number of opportunities and advantages out there for B2B marketers who are willing to branch out and find new channels and new methods for engaging with prospects and clients. The best thing about social media is its immediacy, meaning engagement can be quickly translated into brand awareness, customer acquisition, online community creation, valuable market research, customer retention and ultimately, sales. But remember, the label B2B simply refers to the sale; online relationships are between people and not businesses so social media can serve as a channel to humanize your brand and create relationships with the people behind the business. CONCLUSION
  24. 24. MAKING SENSE OF SOCIAL MEDIA www.digimind.com 24 MORE DIGIMIND EBOOKS Your Guide to Social Media Success http://www.digimind.com/resources/ white-papers/your-guide-to-social- media-success/ How to conduct competitor analysis http://www.digimind.com/resources/ white-papers/how-to-conduct-a- competitor-analysis/ 10 Myths About Online Reputation http://digimind.com/blog/ social-media/myths-about-online- reputation/ Read our latest analyses and articles on our blog: http://digimind.com/blog/
  25. 25. MAKING SENSE OF SOCIAL MEDIA www.digimind.com 25 CONTRIBUTORS Katerina Malinova Katerina is a Community Manager in Digimind’s Paris office. She manages social networks, develops marketing strategies and designs marketing materials. Diana Kilner Diana is a member of the marketing team in Digimind’s Paris office. She is an experienced digital marketer and writes extensively on social media.
  26. 26. MAKING SENSE OF SOCIAL MEDIA www.digimind.com 26 ABOUT Digimind Digimind is a leading global social media monitoring and competitive intelligence company that provides businesses with unrivaled insights into their true standing in the market. Digimind’s proven intelligence technology has provided Fortune 500 brands around the world with critical information for their business for more than 15 years. Profitable since its founding, Digimind has a 92 percent customer retention rate and more than 100 employees across offices in North America, Europe, Asia, and Africa. For more information, please visit Digimind at http://www.digimind.com Digimind Services Digimind’s experienced consultants and analysts form the backbone of our Services Team, which helps our customers implement and succeed in their digital strategy. We provide a wide range of services, from working with you to build your digital strategy to providing fully outsourced analysis and reporting services. This publication has been prepared for general guidance on matters of interest only, and does not constitute professional advice. You should not act upon the information contained in this publication without obtaining specific professional advice. No representation or warranty (express or implied) is given as to the accuracy or completeness of the information contained in this publication, and, to the extent permitted by law, Digimind does not accept or assume any liability, responsibility or duty of care for any consequences of you or anyone else acting, or refraining to act, in reliance on the information contained in this publication or for any decision based on it.
  27. 27. MAKING SENSE OF SOCIAL MEDIA www.digimind.com 27 So you’ve set up your social media strategy. Now what? Now you’ve got to monitor, analyze, measure, and engage with your audience. To succeed in today’s increasingly social and digital world, you need to understand what your customers want and what they’re saying about you. You need to know the competitive landscape, anticipate competitor moves, and engage with your audience. All of these conversations are happening on social media, and you need a tool to help you make sense of it all. Digimind Social is a next generation social media monitoring tool that allows you to: Understand what your customers want Measure the impact and ROI of digital marketing campaigns Monitor and manage the reputation of your brand Perform real-time, multi-faceted, multi-level analyses Compare your brands and benchmark against competitors Automatically generate customized reports in seconds … and much, much more! MAKING SENSE OF SOCIAL MEDIA
  28. 28. MAKING SENSE OF SOCIAL MEDIA www.digimind.com 28 START A FREE TRIAL
  29. 29. MAKING SENSE OF SOCIAL MEDIA www.digimind.com 29 CONTACT DIGIMIND To have a deeper conversation, please contact: EUROPE Daniel HOUSE UK +44 7730 372 913 daniel.house@digimind.com @DannyHouseCI Bonnie BAILLY FRANCE +33 (0) 1 75 43 44 28 bonnie.bailly@digimind.com @bonniebailly Cassandra KRAUSE GERMANY +33 (0) 1 75 43 91 45 cassandra.krause@digimind. com @CassandraDigi Adam NORS SWEDEN +33 (0) 1 75 43 08 45 adam.nors@digimind.com @adam_nors AMERICA Chris HOTE BOSTON +1 617 943 8564 chote@digimind.com @chrishote MIDDLE EAST AFRICA Ichraq OUBRAHEM MORROCO +33 01 75 43 03 45 ichraq.oubrahem@digimind. com ASIA Stephen DALE SINGAPORE stephen.dale@digimind.com @stephendale81 Olivier GIRARD SINGAPORE ogirard@digimind.com @OliverGirard
  30. 30. MAKING SENSE OF SOCIAL MEDIA www.digimind.com 30 REFERENCES 1 STELZNER, M. A. (2013, 5). Socialmediaexaminer.com. Viewed on 10 2, 2013, on2013 SOCIAL MEDIA MARKETING INDUSTRY REPORT : http://www.socialmediaexaminer.com/ SocialMediaMarketingIndustryReport2013.pdf 2 Brenner, J. (2013, 8 5). Social Networking (full detail). Viewed on 9 5, 2013, onPew Internet: http:// pewinternet.org/Commentary/2012/March/Pew-Internet-Social-Networking-full-detail.aspx 3 Cohen, H. (2012, 9 2). How To Plan Your Blog. Viewed on 10 26, 2013, onhttp://heidicohen.com/: http://heidicohen.com/infographic-how-to-plan-your-blog/ 4 SMITH, C. (2013, 8 30). Twitter And Pinterest Account For Nearly Half Of Social Commerce Sales. Viewed on 10 22, 2013, onBusiness Insider: http://www.businessinsider.com.au/twitter-and-pinterest- are-half-of-social-commerce-2013 5 Bullas, J. (2013, 6 21). 4 Awesome Types of Successful Twitter Contests. Viewed on 11 1, 2013, onhttp:// www.jeffbullas.com/2013/05/06/21-awesome-social-media-facts-figures-and-statistics-for-2013/ 6 Bullas, J. (2012, 5 14). 21 Awesome Social Media Facts, Figures and Statistics for 2013. Viewed on 11 1, 2013, on http://www.jeffbullas.com/2012/05/14/4-awesome-types-of-successful-twitter-contests/ 7 Youtube Press, Statistics. (2013). Viewed on 10 10, 2013, onYoutube.com: http://www.youtube.com/yt/ press/statistics.html 8 Twitter Statistics. (2013, 7 5). Viewed on 10 15, 2013, onStatistic Brain: http://www.statisticbrain.com/ twitter-statistics/ 9 Wesson, M. (2012, 4 18). Reasons B2B Can’t Ignore Google+. Viewed on 10 15, 2013, onSalesforce Pardot: http://www.pardot.com/blog/3-reasons-b2b-ignore-google/

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