[MARK]These names and icons probably look familiar to you – and these are only the most prevalent players.[CLICK]There are many, MANY more crowding the doorstep.
[LAURA]With social media channels and tools, reaching audiences of 50 million can happen overnight—if not faster. Just look at some of the YouTube views for ridiculous cat videos.
[LAURA]What could be better than a faster, easier way to reach existing and potential customers? It sounds like a dream come true for marketers—spend a little time on Facebook and wait for the inbound leads to fall in line!But wait – social media is a different kind of tool and needs to be treated differently while at the same time complementing and boosting your existing, traditional media vehicles
LAURA: So this is where the wheels come off for many B2B marketers. They’re using the obligatory platforms like Twitter, Facebook, YouTube, and LinkedIn but don’t know how to SEE if their effort is worth it/justifiable.MARK: This is precisely why you need to build social media into everything you do. Social media seems like it’s ‘the new black’ because that’s all anyone talks about these days, but don’t forget that good marketing requires multiple platforms, tactics, and touches. When you weave social media into your campaigns AND your tracking, you’ll see where you’ve been able to gain traction.
[MARK]Social media is NOT[CLICK]About you. The biggest key to using social media effectively in the B2B marketing space is to use the tools as they were intended – look at best practices in B2C usage (interaction, conversation, support) and do the same
[MARK]Misuse:#1 – posting boring information that’s focused on you#2 – not responding to comments from the peanut gallery. Four days without a response is too long in social media landBest Use:#1 – XRS network building#2 – Coca-cola community building – look at the number of likes, shares and those great commentsMistakes to avoid:Handle controversy wellNot an advertising platform
[LAURA]Misuse:#1 – putting up junk just to post. Twitter makes it easy to post nonsense#2 – watch who’s posting and have procedures in place. A rogue employee made a distasteful comment on Kitchen-Aid’s account during the presidential elections and incited a firestorm Best Use:#1 – use Twitter to connect with people. Twitter makes it easy to stalk – use this to your advantage#2 – JetBlue breaks up the text monotony with a pic supporting their TweetupMistakes to avoid:Follow followers back (follows/followers should run close to equal)Things happen fast – need to be careful to not get caught up in controversyRemember who you’re tweeting as
[MARK]Misuse:#1 – Your YouTube videos should connect to your website: it not only helps rankings, it’ll ensure they’re viewable on all devicesBest Use:#1 – OppSource customer Sage links testimonials to a dedicated YouTube channel for easy perusal #2 – Home Depot playlists are consumer/user-focused. Completely supports the DIY customerMistakes to avoid:Have your own channel setupKeep consistent with brand/culture/products – don’t post to post
[LAURA]Misuse: #1 - Picking on my own father here – using a small, informal, blurry picture is not a great networking idea. If his name was Terry, one might think my face is the person to focus on. LinkedIn is a professional platform, use your official headshot.#2 – company pages need to be regularly updated…with more than just job postings.Best Use:#1 – Personal friend of mine who runs a recruiting company in Canada called Talent Egg. Her post supports her brand and shows how they listen to users#2 – SAP has thought-provoking posts that regularly get tons of views, likes, and positive commentsMistakes to avoid:Professional space – videos of cats not allowedConnect with people you know
[MARK]Showing the value of your social media investment can be tricky—the key is tracking social media-generated leads the same way you would anything else.
Social Media Presentation for BMA MN - Presented December 2012
The B2B Marketer’s Dilemma• Need to add social media to the mix while maintaining the fundamentals of quality marketing
Social Media ImperativesThree quick things to remember with social media: 1. Identify the right audiences and work to engage them—not everyone you possibly can. 2. Support your SEO, themes, and brand. 3. BE RELEVANT. Social media for social media’s sake is a waste of everyone’s time.
Elevate Your Facebook GameFacebook is all about: Facebook Misuse: Engagement (positive and negative) Presence/relationship building on other pages (companies, customers, th ought leaders) Showing personality/company culture (customers, employees, hir ing)
Facebook is all about: Facebook Best Use: Engagement (positive and negative) Presence/relationship building on other pages (companies, customers, tho ught leaders) Showing personality/company culture (customers, employees, hiri ng)
Elevate Your Twitter GameTwitter is all about: Twitter Misuse: Making connections at the individual level – easy to reach out in a casual/friendly way Spreading news fast – and the more the better Opportunities to engage quickly and effectively
Twitter is all about: Twitter Best Use: Making connections at the individual level – easy to reach out in a casual/friendly way Spreading news fast – and the more the better Opportunities to engage quickly and effectively
Elevate Your YouTube GameYouTube is all about: YouTube Misuse: Getting better track-backs (30% weight toward your relevancy track-backs from YouTube channel videos) Great visual representations of products/services Getting found on the second largest search platform after Google
YouTube is all about: YouTube Best Use: Getting better track-backs (30% weight toward your relevancy track-backs from YouTube channel videos) Great visual representations of products/services Getting found on the second largest search platform after Google
Elevate Your LinkedIn GameLinkedIn is all about: LinkedIn Misuse: Connecting via groups on a conversational level with peers/prospects/customers/ even competitors Maintaining conversations in a professional space Researching to find the people you want to talk to (and find another way/place to connect)
LinkedIn is all about: LinkedIn Best Use: Connecting via groups on a conversational level with peers/prospects/customers/e ven competitors Maintaining conversations in a professional space Researching to find the people you want to talk to (and find another way/place to connect)
Justify Your Social Efforts• The platforms may be different, but the tracking is not – make sure inquiries are captured the same way you would any other prospect. Wherever and however you capture, make sure it extends into your social media pursuit.
Measurement JustificationJust as you would with a HVCTAon your site or in an email, tiecompelling content to a capturemechanism that allows you tofurther catalog, nurture, learnabout, and interact with theprospect. This will also help you: Confirm you’re interacting with the right people Allow you to lead the prospect through the appropriate messaging and conversational steps Justify your social media investments
More in the MomentThe OLD Model: Vendors expect the luxury of conditioning, educating, and engaging prospects, working them through a convoluted capture/hand-off cycle with multiple steps and players
More in the MomentThe NEW Model: Prospects condition themselves and it should be your aim to engage the prospect in their moment of interest and keep the conversation going as long as possible until his needs are met
Recap• Social media is powerful – when you use it to your advantage• Your marketing strategy and brand should be at the forefront of your social media endeavors• Social media is a different kind of tool – use it as it was intended…for conversation• Moment-of-Interest Marketing™ is all about engaging prospects when they are looking for you