This 7 step guide is well suited for SMBs looking to scale engagement across their social media channels. It's based on a personalized view your current communities, with the goal of delivering increased engagement week over week.

1. How to Deliver Ongoing
Engagement
7 step guide on social media for B2B
Luis Fernandes | @luisfernandes | linkedin/in/LuisFernandes
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2. Common B2B Social Media Strategies
2
“Elevate brand through thought
leadership content.”
“Develop engagement and sharing
channels to drive positive
sentiment and build relationships.”
CMO, Company A
CMO, Company B

3. 3

4. Step 1.
See your business goals in relation to your
audience, and what you can measure.
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5. 5
Business Goals
Audience Segments
S
t
r
a
t
e
g
y
Performance Metrics

6. 6

7. Step 2.
Get to know your current followers and brand
advocates* .
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*Brand Advocates: people who choose to
share your content with their networks .

8. 8
ADVOCATES FOLLOWERS
• Languages
• countries
• Cities
• Time Zones
• Entity Type
• Gender
• Kred Score
• Ratio of Followers vs.
Number of People They
are Following
• "Newbies"
• Time since last tweet
• Tweets per day
• Bio tags
• Languages
• countries
• Cities
• Time Zones
• Entity Type
• Gender
• Kred Score
• Ratio of Followers vs.
Number of People They
are Following
• "Newbies"
• Time since last tweet
• Tweets per day
• Bio tags

9. Step 3.
Build a balanced editorial calendar…
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...And create more content that advocates are likely to share often

10. Shout: Driving traffic to customer content and marketing
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Sharing
Point: Sharing a link to a valuable piece of content
Nod: Same as above, with acknowledgement of the source
Interacting Promoting
Do this less
Meet: Connecting and helping others to connect
Bow: Giving extra recognition/credit to an influencer
Chat: Dialogue; responding to others or making general comments

11. Step 4.
Identify and exploit missed opportunities.
11

12. 12
What are
influencers
sharing?
Deliver a point of
view on this
topic.
think do
Influencers: Those that discuss and share
business relevant topics & solutions with their
networks

13. 13
What content
resonates on other
channels?
Extend and
optimize on other
channels.
think do

14. 14
When are the peak
posting times for
my community?
Identify* + Publish
value-add content
during peak times.
think do
Social media monitoring tools like SocialBro can
help.

15. Step 5.
Assess operational impediments and build a
plan to scale.
15

16. Example Social Media Maturity Model
Ad Hoc Engaged Coordinated Managed Optimized
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Leadership • Viewed as
unimportant
• Not clear
• Bottom up
leadership
• Tactical
• Functional
management
• Aligned with
business goals
• Departmental
leadership
• Fully integrated
management
• Executive focus
& participation
Strategy &
Execution
• none • informal • Digital Strategy
• One part-time
role
• Aligned with
business goals
• Dedicated
community team
• Full participation
• SM mgrs &
community mgrs
Internal
Education
• none • Social media
guidelines
• Team training
• Official policy
• Integrated training
of guidelines and
usage
• Training and
certification
Social Listening • None or limited • Siloed
• basic brand
• Listening
program
• Structured process
to gain insight
• Full brand,
competitive and
industry
Community
Engagement
• none • Limited
participation
• Participating &
responding
• Engaging & creating
• Influencer outreach
• Community
leaders
Content
Management
• none • Reporters • Publishers • Producers • Editors across
content program
Measurement &
Analytics
• No tracking • Basic: follows,
likes, shares,
comments
• Functional:
tracking website
traffic
• Integrated: part of
performance
dashboard
• Strategic: part of
resources,
customer sat,
brand planning
Tools & Systems • none • Free and paid • Paid: monitoring
and publishing
Paid: monitoring,
publishing, content
curation, reporting
• Paid and
Integrated: CMS,
MAP, Analytics
STAGES
Where are you?
Build a plan to
scale

17. Step 6.
Create + leverage pockets of excellence.
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18. 18
You
1. Identify Social Media Enthusiasts
2. Create simple training guides
3. Evangelize through Learn at Lunches
4. Provide “social media customer
support” for others
5. Become a center of excellence
SMEs in your org.

19. Step 7.
Test. Track. Iterate.
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20. 20
GOALS KPIs DESIRED
OUTCOMES
TRACKING
1. ACQUISTION
• Increase net followers and
friends
• Monitor competitor growth
2. AMPLIFICATION
• Increase avg no. of retweets
and shares
• Monitor no. of mentions
3. APPLAUSE
• Increase no. of favorites,
+1’s, Likes
4. CONVERSIONS
• Increase post CTRs
• Increase comments
1. ACQUISTION
• Ratio of followers to
engagers
• No of followers/friends v.
competitors (2)
2. AMPLIFICATION
• No. of reshares or retweets
on average for each post
• No. of mentions
3. APPLAUSE
• Avg. no of favorites, +1s,
likes, etc. for each post
4. CONVERSIONS
• Increase number of click-through-
rates
FY:
FY:
FY:
FY:
• SM Platform Name
• SM Platform Name
• SM Platform Name
• Bit.ly

21. 21
Goal Performance Metric
Weekly report

22. 22
Thanks,
@luisfernandes