REAL SOCIAL BUSINESSSOCIAL MEDIA FOR B2B ORGANISATIONSKRISTAL IRELANDSTRATEGY DIRECTOR23RD MAY 2013@kristalsmile@enjoydigi...
WE GET A REAL KICK OUT OFHELPING YOU SAY MORE, SELLMORE AND GIVE YOURCUSTOMERS A TRULYMEMORABLE DIGITALEXPERIENCE.
COMPANY OVERVIEWEnjoy DigitalCommunications LimitedSpecialist in generating brand responsefrom digital campaigns including...
• We have vast experience in the digital marketingarena with most of our team have over 10 yearsindividual digital marketi...
TECHNOLOGYPROFESSIONALSERVICESFINANCIALSERVICESRETAILLEISUREOUR CLIENTS
SOCIAL MEDIA – SO WHAT IS THEBIG DEAL?
THE DIGITAL WORLD
SOCIAL MEDIA IS BIG NEWS…140 million users340 million tweets per day800 million activeFacebook users7.3 million activedail...
http://econsultancy.com/uk/blog/10752-67-of-businesses-say-social-is-integral-to-their-marketing-mix-infographic
• Digital word of mouth – people are using and everincreasing network of online channels to shareexperiences• Their intera...
SOCIAL MEDIA – IT‟S ALL FOR B2CBRANDS… RIGHT?
SOCIAL MEDIA IN A B2B CONTEXT
SOCIAL MEDIA IN A B2B CONTEXT
B2B SOCIAL STRATEGYDEVELOPMENT
THE FIRST PLACE TO START?
SOCIAL MEDIA PROCESSMEASUREMENTMONITORCONVERSATIONMONITOR COMPETITORACTIVITYCLIENT BUSINESSOBJECTIVESRISK ASSESSMENTIDENTI...
KNOW YOUR BRAND!• What do we stand for?• What sets us apart in themarket place?• Do people who work for usknow what our br...
DEVISE A CONTENT STRATEGY TO TELL YOURBRAND STORY“If I tweet this joke everyone will laugh and think we are really interes...
GET SENIOR LEVEL BUY-INhttp://www.cmswire.com/cms/customer-experience/top-40-most-influential-ceos-on-social-media-infogra...
DOING A BRANSON …
BUILD A SOCIAL MEDIA CONTENT DISTRIBUTION TEAMSocial TeamCross functional Team – Management & Marketing x 5Ongoing feed an...
LOOK BEYOND THE SALE…http://blog.introhive.com/blog/2013/04/23/the-problem-with-social-selling/
BECAUSE SOCIAL MEDIA IS ABOUT PEOPLE… NOT SALEShttp://www.solutionsellingblog.com/home/2009/11/13/solution-selling-cartoon...
HUMAN BEHAVIOUR 1970…
HUMAN BEHAVIOUR 2013…
PROTECT YOUR COMPANY AND YOUR PEOPLE!
TOP 5 TIPS FOR B2B SOCIALMEDIA SUCCESS
NO. 1 – PROMOTE YOUR SOCIAL SITES IN THE HEADEROR FOOTER OF YOUR WEBSITE
NO. 2 – HAVE A STRATEGY1. Know your audience2. Be clear on your brand values and online brand tone of voice3. You don‟t ha...
NO. 3 - KNOW THE RULEShttps://www.facebook.com/page_guidelines.php
NO. 4 – GET CREATIVE
NO. 5 - HAVE A GO, BUT ASK AN EXPERT IF UNSURE1. Be prepared to try new things in digital – but always have a strategy, bu...
SOCIAL MEDIA MEASUREMENT
TRACKING THE CUSTOMER
TRACKING THE CUSTOMER
MEASURING ACTIVITY
TRACKING THE VALUE
SOCIAL MEDIA AND SEARCH
Social Signals can be defined as:Direct• Number of Facebook Shares• Number of Twitter Followers• Tweets mentioning your br...
Social Signals can be defined as:In-Direct• Increased inbound links and citations due toimproved online visibility/brand a...
SOCIAL SIGNALSHOLD ON!!!
SOCIAL SIGNALSSOCIAL SIGNALS DON‟T JUST MEAN AN END TO LINK BUILDING!• Most social media websites of any kind of consequen...
SOCIAL SIGNALSWHAT DOES MATT CUTTS SAY??“So, there‟s this perception that, yes,everything will go social, or links arecomp...
SOCIAL SIGNALS VS RANKING FACTORWEBSITE SEARCH ENGINERANKING• Search engine ranking refers tothe position at which a parti...
SOCIAL SIGNALS VS RANKING FACTORSO IN EFFECT SOCIAL SIGNALS ARE MOSTIMPORTANT TO THE SEARCH ENGINES WHERETHERE IS SOME FOR...
SOCIAL SIGNALS – STARTING TO PROVE WITH DATAhttp://www.searchmetrics.com/en/white-paper/google-ranking-factors-us-2012 /“W...
WHAT IS GOOGLE UP-TO?
GOOGLE PLUS• Established in 2011 – but not potentially the „socialnetwork‟ it was billed as being• Google+ is the place to...
GOOGLE BUSINESS PHOTO‟S
GOOGLE BUSINESS PHOTO‟S
AUTHOR RANK
AUTHOR RANKAUTHORRANK COULD BE MORE DISRUPTIVE THAN ALL OF THE PANDA UPDATESCOMBINED!*• AuthorRank is the idea that your o...
AUTHOR RANK• AuthorRank is very much tied toyour online identity - this is a keyway that Google establishes whetheryour co...
AUTHOR RANK – HOW IS IT CALCULATED?• How often your content is shared ?• How quickly is your content shared?• Who shared y...
AUTHOR RANK – CLAIM YOUR AUTHORSHIP
BE AWARE OF SEO‟S OR SOCIALMEDIA AUTHORSHIP FOR YOURBRAND BY EMPLOYEES - THINKHMV TWITTER!!!
THANK YOUQUESTIONS?
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On The Edge Manchester - Kristal Ireland

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Presentation by Kristal Ireland give at On The Edge Manchester 23rd May 2013.

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  • will reach $3.1 billion by 2014. At that point, social media will be a bigger channel than email or mobile, though still far smaller than search or display advertising. Among the global Fortune 100 companies, 65% use Twitter, 54% are on Facebook and half post videos to YouTube. 79% of the Fortune 100 use at least one of these social media sites, and 20% use all of them.
  • - Huthwaite story - longest serving employee - Awards
  • CEO’s are a big part of your brand story – not everyone has a Richard Branson but ensuring your CEO/MD get’s social and is willing to put resource in is paramount to success Tell GV story!
  • CEO’s are a big part of your brand story – not everyone has a Richard Branson but ensuring your CEO/MD get’s social and is willing to put resource in is paramount to success Tell GV story!
  • - Huthwaite story, building, heritage, academic approach - longest serving employee - Awards
  • Neil Rackham - SPIN Selling
  • - Huthwaite story, building, heritage, academic approach - longest serving employee - Awards
  • Transcript of "On The Edge Manchester - Kristal Ireland"

    1. 1. REAL SOCIAL BUSINESSSOCIAL MEDIA FOR B2B ORGANISATIONSKRISTAL IRELANDSTRATEGY DIRECTOR23RD MAY 2013@kristalsmile@enjoydigital
    2. 2. WE GET A REAL KICK OUT OFHELPING YOU SAY MORE, SELLMORE AND GIVE YOURCUSTOMERS A TRULYMEMORABLE DIGITALEXPERIENCE.
    3. 3. COMPANY OVERVIEWEnjoy DigitalCommunications LimitedSpecialist in generating brand responsefrom digital campaigns including:• Website design and development• Micro-sites• Flash development• Content management systems• E-commerce• Mobile• E-CRM integration• Usability and accessibility• Web maintenance and support• Website hosting• Email solutions• Mobile Application Development• Search Engine Optimisation (SEO)• Paid Search (PPC)• Affiliate Marketing• Price comparison management• Social Media Marketing• Link building strategies• Online PR• Digital Strategy Development
    4. 4. • We have vast experience in the digital marketingarena with most of our team have over 10 yearsindividual digital marketing experience• We are known by our clients for our commendableservice, creativity and high quality output*• We are commercially aware that any digitalmarketing activity needs to deliver a measurable ROI*Source RAR Recommended Agency Research 2008/2012COMPANY OVERVIEW
    5. 5. TECHNOLOGYPROFESSIONALSERVICESFINANCIALSERVICESRETAILLEISUREOUR CLIENTS
    6. 6. SOCIAL MEDIA – SO WHAT IS THEBIG DEAL?
    7. 7. THE DIGITAL WORLD
    8. 8. SOCIAL MEDIA IS BIG NEWS…140 million users340 million tweets per day800 million activeFacebook users7.3 million activedaily users11.3 millionactivemonthly users800 million unique visits4 billion hours of video – amonth!25 million unique visits amonth200 million users worldwide15 million usersworldwide
    9. 9. http://econsultancy.com/uk/blog/10752-67-of-businesses-say-social-is-integral-to-their-marketing-mix-infographic
    10. 10. • Digital word of mouth – people are using and everincreasing network of online channels to shareexperiences• Their interactions within these channels are guidingtheir purchase decisions via– Collaboration– Trust– Control– ResearchYOUR DIGITAL CUSTOMER
    11. 11. SOCIAL MEDIA – IT‟S ALL FOR B2CBRANDS… RIGHT?
    12. 12. SOCIAL MEDIA IN A B2B CONTEXT
    13. 13. SOCIAL MEDIA IN A B2B CONTEXT
    14. 14. B2B SOCIAL STRATEGYDEVELOPMENT
    15. 15. THE FIRST PLACE TO START?
    16. 16. SOCIAL MEDIA PROCESSMEASUREMENTMONITORCONVERSATIONMONITOR COMPETITORACTIVITYCLIENT BUSINESSOBJECTIVESRISK ASSESSMENTIDENTIFY KEY ONLINEINFLUENCERS FOR OURMARKETSOCIAL MEDIAOBJECTIVESCHOOSE PLATFORMSCONTENT PLANNINGCAMPAIGN GENERATIONCRISIS MANAGEMENTSOCIAL MEDIA POLICYMANAGEMENTGROUND RULESCAMPAIGN CREATIONAND MANAGEMENTDAY TO DAYENGAGEMENTREACTIVE CONTENTBUILDING BRAND- AMBASSADORSRAVEN TOOLS /BRANDWATCHCOMPETITOR ANALYSISMONTH ON MONTHANALYSISPRODUCT MENTIONANALYSISPARTICIPATIONANALYSISGOOGLE ALERTSENGAGEPLAN/PREPARELISTEN
    17. 17. KNOW YOUR BRAND!• What do we stand for?• What sets us apart in themarket place?• Do people who work for usknow what our brand standsfor?• What are our key brandvalues?• What is the personality of ourbrand – our brand style?• What are the features andbenefits of our brand?DEVELOP A BRAND KEY!
    18. 18. DEVISE A CONTENT STRATEGY TO TELL YOURBRAND STORY“If I tweet this joke everyone will laugh and think we are really interesting right?.... Then theywill buy more stuff?”
    19. 19. GET SENIOR LEVEL BUY-INhttp://www.cmswire.com/cms/customer-experience/top-40-most-influential-ceos-on-social-media-infographic-019806.php
    20. 20. DOING A BRANSON …
    21. 21. BUILD A SOCIAL MEDIA CONTENT DISTRIBUTION TEAMSocial TeamCross functional Team – Management & Marketing x 5Ongoing feed and content generation- Internal &External Comment - highquality, relevant, interesting and regular updatesWebsite
    22. 22. LOOK BEYOND THE SALE…http://blog.introhive.com/blog/2013/04/23/the-problem-with-social-selling/
    23. 23. BECAUSE SOCIAL MEDIA IS ABOUT PEOPLE… NOT SALEShttp://www.solutionsellingblog.com/home/2009/11/13/solution-selling-cartoon-people-buy-from-people.html
    24. 24. HUMAN BEHAVIOUR 1970…
    25. 25. HUMAN BEHAVIOUR 2013…
    26. 26. PROTECT YOUR COMPANY AND YOUR PEOPLE!
    27. 27. TOP 5 TIPS FOR B2B SOCIALMEDIA SUCCESS
    28. 28. NO. 1 – PROMOTE YOUR SOCIAL SITES IN THE HEADEROR FOOTER OF YOUR WEBSITE
    29. 29. NO. 2 – HAVE A STRATEGY1. Know your audience2. Be clear on your brand values and online brand tone of voice3. You don‟t have to do everything! Just do a few things very well!4. Remember to cross fertilize your digital content5. Allocate time, budget and resourceJames Carson – “Social MediaFragmentation, Econsultancy 2012”
    30. 30. NO. 3 - KNOW THE RULEShttps://www.facebook.com/page_guidelines.php
    31. 31. NO. 4 – GET CREATIVE
    32. 32. NO. 5 - HAVE A GO, BUT ASK AN EXPERT IF UNSURE1. Be prepared to try new things in digital – but always have a strategy, but…2. Digital is a complex discipline - even the big brand names get it wrong!
    33. 33. SOCIAL MEDIA MEASUREMENT
    34. 34. TRACKING THE CUSTOMER
    35. 35. TRACKING THE CUSTOMER
    36. 36. MEASURING ACTIVITY
    37. 37. TRACKING THE VALUE
    38. 38. SOCIAL MEDIA AND SEARCH
    39. 39. Social Signals can be defined as:Direct• Number of Facebook Shares• Number of Twitter Followers• Tweets mentioning your brand name orinclude a link to your website• Amount of people who have your brand intheir Google+ Circles• Facebook LikesSOCIAL SIGNALSJason DeMyers - SEOMoz
    40. 40. Social Signals can be defined as:In-Direct• Increased inbound links and citations due toimproved online visibility/brand awareness• Increased positive reviews (in Google Local, Yelp, etc.) due to happier customers• Decreased bounce rate, higher time on site,and more repeat visitors to your websiteSOCIAL SIGNALSJason DeMyers - SEOMoz
    41. 41. SOCIAL SIGNALSHOLD ON!!!
    42. 42. SOCIAL SIGNALSSOCIAL SIGNALS DON‟T JUST MEAN AN END TO LINK BUILDING!• Most social media websites of any kind of consequence use the „no-follow‟ attribute as a matterof course• Search engines can not crawl a large proportion of Facebook – so they are therefore workingwith an incomplete data set. This calls into question how much direct impact Facebook activitywill have on search rankings• Twitter itself contains a vast amount of data – data which moves in real time and very fast atthat. So it is hard to accept that unless you have a significant „viral‟ impact on Twitter leading toa substantial volume of website traffic (we are talking major brand or PR stunt here) it is hard toaccept it will have any long term, or meaningful impact
    43. 43. SOCIAL SIGNALSWHAT DOES MATT CUTTS SAY??“So, there‟s this perception that, yes,everything will go social, or links arecompletely obsolete, and I think it‟spremature to reach that conclusion. Idon‟t doubt that in ten years things will bemore social, and those will be morepowerful signals, but I wouldn‟t write theepitaph for links quite yet.”
    44. 44. SOCIAL SIGNALS VS RANKING FACTORWEBSITE SEARCH ENGINERANKING• Search engine ranking refers tothe position at which a particularsite appears in the results of asearch engine query• An effective natural searchstrategy should seek to achievegood search rankings for yourkeywords over a sustainableamount of timeSOCIAL SIGNAL RANKING• Social signals are far more likelyto be ranked in the newssections of a Google searchrather than as a long termsearch result• With regards to retweets Googlesaid:• “Yes we do use it as a signal. It isused as a signal in our organicand news rankings. We also useit to enhance our news universalby marking how many peopleshared an article”
    45. 45. SOCIAL SIGNALS VS RANKING FACTORSO IN EFFECT SOCIAL SIGNALS ARE MOSTIMPORTANT TO THE SEARCH ENGINES WHERETHERE IS SOME FORM OF TIMELY CONTEXT -THEREFORE TRULY BRINGING THE SOCIAL HUMANFACTOR INTO THE SEARCH RANKINGS
    46. 46. SOCIAL SIGNALS – STARTING TO PROVE WITH DATAhttp://www.searchmetrics.com/en/white-paper/google-ranking-factors-us-2012 /“Which factors are relevant for agood ranking in Google searchresults?” With this study we will getcloser to the answer on the basis of10,000 selected top-keywords, 300,000 websites andmillions of links, shares and tweets.We will compare potential rankingfactors and thus websitecharacteristics with theircorresponding Google rankings byassessing their statistical correlation.”
    47. 47. WHAT IS GOOGLE UP-TO?
    48. 48. GOOGLE PLUS• Established in 2011 – but not potentially the „socialnetwork‟ it was billed as being• Google+ is the place to manage your brand estate onlineand shouldn‟t be ignored
    49. 49. GOOGLE BUSINESS PHOTO‟S
    50. 50. GOOGLE BUSINESS PHOTO‟S
    51. 51. AUTHOR RANK
    52. 52. AUTHOR RANKAUTHORRANK COULD BE MORE DISRUPTIVE THAN ALL OF THE PANDA UPDATESCOMBINED!*• AuthorRank is the idea that your online reputation and influence as a content creator willinfluence the search ranking results• This is particularly important if you are very active on Google+ sharing and sign posting yourown (or indeed your brand content) online as Google will naturally preference it‟s own network• The introduction of AuthorRank to the Google Algorithm will have significant effect on the linkgraph by adding in an additional attributes to link value – trust and authorityAJ Kohn: March 30th 2012www.benfiveyearold.com/author-rank
    53. 53. AUTHOR RANK• AuthorRank is very much tied toyour online identity - this is a keyway that Google establishes whetheryour content as a link source can betrusted and the amount of influenceit has• And guess what…• Your Google+ profile is central to theway Google establishes who you areand the topic graph which itdetermines you influence
    54. 54. AUTHOR RANK – HOW IS IT CALCULATED?• How often your content is shared ?• How quickly is your content shared?• Who shared your content?• Did those who shared your content have expertise in that topic?• Do the same people always share your content?• How many comments did your content generate?• Who commented on your content?• Were the comments of high quality/context?• How often is your content endorsed? (+1 or liked?)http://www.seomoz.org/blog/how-to-prepare-for-authorrank-and-get-the-jump-on-google
    55. 55. AUTHOR RANK – CLAIM YOUR AUTHORSHIP
    56. 56. BE AWARE OF SEO‟S OR SOCIALMEDIA AUTHORSHIP FOR YOURBRAND BY EMPLOYEES - THINKHMV TWITTER!!!
    57. 57. THANK YOUQUESTIONS?

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