B2B Social Media Strategy Simply Business (Case Study #smlondon)

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Talk given by Jasper Martens, Head of Marketing at Simply Business, a business insurance broker in the UK with a large following on social media.

Simply Business
http://simplybusiness.co.uk

Jasper Martens
http://uk.linkedin.com/in/jaspermartens‎

Social Media London
http://www.socialmedialondon.co.uk

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B2B Social Media Strategy Simply Business (Case Study #smlondon)

  1. 1. B2B social media strategyCase study: Simply BusinessJasper Martens@jaspermartensHead of marketing and communications
  2. 2. I’m going to talk aboutSocial media supports…1. Our content strategy2. Results3. Building your team
  3. 3. Who are we?• UK’s largest business insurancebroker• Over 225,000 customers• Award winning social media andcontent strategy• So we’re big…..whoops, we’re not
  4. 4. Market we operate in
  5. 5. Market we operate in
  6. 6. Our content goals• Supports engagement with our225,000 customers• Amplifies on social media• Increase traffic to Simply Business• Increase brand awareness• Increase renewal rate policy holders• Integrated with other tactics (social,search, community, PR, etc)
  7. 7. So where to start – my tips
  8. 8. Supports your brand
  9. 9. Supports your brand• Easier to engage with social mediainfluencers• Easier to share with your customers• Easier to trigger discussions onforums
  10. 10. Go big
  11. 11. Go big
  12. 12. Go bigger
  13. 13. Go really big
  14. 14. • 840,000 unique visitors to ourknowledge section a year• 156,000 from just 8 big contentpieces• Big improvements in our searchrankings• Increase in our social visibilityGo big
  15. 15. And…• Avoid too risky content• Go big with help• Evergreen usually works• Brand, brand, brand it needs tosupport your brand
  16. 16. Remember our goals?• Supports engagement with our 225,000 customers• Amplifies on social media• Increase traffic to Simply Business• Increase brand awareness• Increase renewal rate policy holders• Integrated with other tactics (social, search, community, PR,etc)
  17. 17. Supports engagement with our225,000 customers• Content shared in community emailnewsletters• Shared on Twitter (25,000 followers)• Shared on Facebook and Google+• Increase in our social visibility
  18. 18. Amplifies on social media
  19. 19. Amplifies on social media
  20. 20. Increases traffic to Simply Business
  21. 21. Works for SEO
  22. 22. Works for PR
  23. 23. Building your team
  24. 24. Building your teamStrategy great, without a great team you’re nothing• Digital expert• Coordinator• Analyst• Communicator• Product expert
  25. 25. Planning your contentDon’t create an one-off campaign• Weekly content meeting• Editorial calendar• Content facilities in house• External help
  26. 26. Planning your contentDon’t create an one-off campaign• Weekly content meeting• Editorial calendar• Have an outreach plan in place (including agencies and their networks)• Content facilities in house• External helpWe work with a PR agency, SEO/content agency and video freelancers.
  27. 27. Thank youJasper martens@jaspermartensuk.linkedin.com/in/jaspermartens

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