Social media for B2B

Social Media for B2B Businesses

Social Media a UK perspective

The Social Mediaverse is vast

Social Media a UK perspective

Social Media why you need it in your marketing mix

Before social media

With social media

You’ll see these guys pop up quite a bit in this talk

Social Media the areas we are going to look at

Live Demo: Advert creation and targeting

Groups •A great way to position yourself as an expert in a certain ﬁeld... by offering tips, advice and case studies to people in the Group •Interacting with other posts and being an active member positions you as someone with a genuine interest in the Group’s specialism •Being active in Groups and posting links to articles on your site can result in LinkedIn delivering a good amount of traffic to your site

Groups - Sharing

Company Pages Live Demo: Company Pages

Pro Account Live Demo: Which of you has been checking me out?

Energy 360 fromCase Study British Gas for Business •Targeted Heads of Sustainability, Acquisition Managers, Technical Directors and General Managers across the UK •British Gas for Business Group Page generated debate amongst Professionals about this issue •LinkedIn Polls achieved 700 responses as target audience engaged in debate

Sage train your businessCase Study brain campaign • LinkedIn Polls received 2,100 responses to 4 placed questions • LinkedIn was the 3rd largest upstream website (after Google UK & ITV.com) and downstream partner after Google and Sage, (Hitwise 2009) • 902 ʻTrain your Business Brainʼ entrants were from in the LinkedIn League • Following on from the success in 2009, Sage is looking to run the ʻTrain your Business Brainʼ campaign for 2nd successive year in 2010

Creating an activeCase Study online community for IT professionals • 18% open rate on membership invitations • Built a 1,400 member community from the ground up • Gained audience insights from discussions and polls

“LinkedIn is for business, Facebook is for friends and family.”

Facebook works best when ittaps into something peopleare passionate about

Find something that Professionals are passionate about and Facebook will work for you

Moderated by members of the community... made page admins by CiscoEngaging the IT Networking Professionals oftomorrow by providing help, education resourcesand fun competitions

The global body for Accountants offering advice,education resources and fast facts

A simple variation on the old Radio Station ‘sticker inour car’ promotion, yet tied into Facebook

Targeting your Tribes with the help of Facebook Ads

Live Demo: Facebook Advertising

Live Demo: Facebook Analytics

Think of Twitter as a way toBroadcast your company’scontent, views and offers

B2B peopleGive people a reason to follow you

B2B companiesGive people a reason to follow you

So what should you tweet?• What you or your business is currently working on• Links to company blog articles• Tweetpic things that are happening in your office• Industry related news articles that you come across - share your passion for what you do• Follow industry related bodies and clients... retweet what they post, favourite or just comment back and make them feel loved• Link your LinkedIn account to Twitter so Twitter updates LinkedIn and LinkedIn updates Twitter

Starting monthly fee is $5000

B2B account

B2B stats

Proof is in the search

HOK Life ChannelUsed as a way to add faces to a bigcorporate company, highlight projects andboost SEO

Understand what your B2B audience is searching for, then create content for that audience...not for you!• Product showcases & Demos• How-to & Expert advice - Build trust with your users by sharing best practices.• Case studies & Editorial support - Promote your work and success stories, showcase your services with results and testimonials.• Conferences / Events - Whether you are hosting, sponsoring or attending an event, raise the proﬁle of your business or sponsorship values via presence or commentary.• Thought leadership - Demonstrate your industry leadership by posting opinion pieces

YouTube insights

Blend Tec: Will it blend?

Blend Tec: Will it blend? The Blendtec© “Will it Blend?” series of viral videos started when then-new Marketing Director George Wright found out that CEO Tom Dickson and the R&D team had a practice of blending up wooden boards to test product toughness. And it all started with an initial investment of just $100 The Response• Within ﬁve days of posting their videos on YouTube and on their own website,the videos had garnered six millions YouTube views.• Sales up a reported 700%• Featured on The Today Show, The Tonight Show, History Channel and The WallStreet Journal

Blend Tec: The keys to success Tom Dickson’s charm is his authenticity... in a world where people distrust corporates having someone unpolished is more acceptable to consumers. From the start BlendTec involved We’ve all wondered what it customers in their online videos by would be like to blend asking them to make suggestions. something we shouldn’t - Use Intertextuality - BlendTec have played on this Finding a way for your videos to one piece of media to demonstrate the interact with consumers can be a drawing meaning from durability and strength of powerful tool. another. Google, their product. iPhone, Weezer or Chuck Norris and you get Will It Blend videos.

Blend Tec: The power of intertextuality

French Connection: Youtique

French Connection: Youtique - the birth of Y-Commerce Youtube Annotations • Add interactive commentary to your video • Create stories with multiple possibilities (viewers click to choose the next scene) • Link to related YouTube videos, channels, or search results from within a video The Response • Helped lift site traffic by 15% • Remained the UK’s 3rd most viewed channel for 6 months • Covered in over 200 fashion blogs in the first month • Created an ongoing sales platform that has been utilised for several seasons Videos created based on what women are searching for

French Connection: Youtique search results

Attached to your website, Blogs can become a very powerfultool in your quest to rise up the organic search engine rankings

Think of your website as a Gallery

In a matter ofminutes you canhave live Clienttestimonials,which you canthen seed roundthe web

You can open theBlog out to yourstaff for them to talkabout life at yourcompany andprojects they areworking on

It gives yourcompany and staff amouthpiece to sharetheir expertise andpassion for a certainsector

Make it easy for people toshare your Blog with SocialBookmarking - some double ascomment administration tools Reddit

Live Demo: The back end of WordPress

One in three people switch to image results when searching on the web

how a business can use itProduct imagery, tagged with key search terms Tag images relating to your service Staff imagery, tagged with roles and experience ff Photo-testimonials, tagged with key terms and quote

Live Demo: A brief look and some thoughts

Social Media some useful tools for you

Social Media four rules to success

Social Media Planning Advice Product Competition Planning activity and Event Interest Polls and discussion who will be conducting Store opening How to is the key to ensuring 1 Mon 2 Tue 3 Wed 4 Thur 5 Fri 6 Sat 7 Sun you maintain activity Picture of the day Product promotion Product promotion to Store event follow email Facebook Friday without squandering resources 8 9 10 11 12 13 14 Picture of the day Photobook promotion How to teaser Product promotion to Store opening follow email Facebook Friday 15 16 17 18 19 20 21 Picture of the day Product promotion Product promotion to Store opening follow email Facebook Friday Daily How to... homework uploads - TBC 22 23 24 25 26 27 28 Picture of the day Notting hill carnival and Solihull Store opening Bank holiday weekend Bank holiday weekend Edinburgh Festival over BH weekend promotion promotion promotion wkend - link to Facebook Friday photographing groups Daily How to... homework uploads - TBC 29 30 31 1 2 Bank holiday weekend Bank holiday Product promotion promotion Daily How to... homework uploads - Holiday snaps Teaser to launch new competition - Britain in pictures??

Social Media MonitoringMonitoring allows you to find out who issaying what, and where the conversation ishappening so you can respondappropriately.

Social Media ManagementTools that allow you to post across multiplesocial media profiles without switching todifferent windows

Social Media Analytics

Social Media Pro ToolsMonitoring, managementand reporting in one “If you invest the time to learn this tool, you can discover insights that will make you a hero to your clients or company”.

Social Media further reading Out Feb 2012

“I believe the only way to live and to be trulysuccessful is by collective effort, witheveryone working for each other, everyonehelping each other, and everyone having ashare of the rewards at the end of the day.”

Questions:Be a love and vote here: vote.miawards.me

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http://feeds2.feedburner.com	246
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Social media for B2B

by Julian Gratton on Oct 21, 2011

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Social media for B2B — Presentation Transcript