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Business-to-Business Social Media
 

Business-to-Business Social Media

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  • Company account tens to be used for the purpose of sharing corporate information, new features, functionality, case studies, etc. Personal accounts tend to be used for sharing information about the industry or their particular field and are usually less promotional One of the first things you want to do is listen to conversations and see what they are saying about you Social media monitoring software allow a more sophisticated approach to automate search, monitor high volume keywords across many channels and run reports on mentions of your brand, competitors and top keywords
  • Inbound marketing leads generate more opportunities that traditional demand chanells (inherent higher interest) Social media can help address perception of risk Provide buyer with information that supports decision outside of the traditional sales context “ Your prospect…cares about his boss or the story you're telling or the risk or the hassle of making a change. He cares about who you know and what other people will think when tells them what he’s done after he buys from you. The opportunity, then, is not to insist that your customers get more rational, but instead to embrace just how irrational they are. Give them what they need.”
  • Building up a strong LinkedIn network and being willing to introduce others (in good faith, of course — always use your best judgment) can also increase what opportunities you can get in the future. B2B marketing is often built through trust and word of mouth. Having a shared connection is a great way to start establishing some of that trust from the very beginning. LinkedIn Answers serves as a knowledge base where business representatives can establish authority and expertise by participating in the ongoing discussions. LinkedIn Groups is an opportunity for business professionals to interact with other topics relevant to his/her interests.
  • Google Alerts is a great tool to keep up with what’s happening in relation to your company, your industry and your competitors. You can get updates via e-mail or in RSS (and even in real-time) about new search results or news stories for a certain query or topic. Further, free tools like Social Mention and YackTrack will monitor the social sphere for other mentions of your business on social sites, especially. BackType will take that a step further and monitor phrases in comments on blog posts. All of these aforementioned services can be emailed to you in a daily digest format which your team can evaluate to find opportunities.
  • Typically the second most viewed webpage.

Business-to-Business Social Media Business-to-Business Social Media Presentation Transcript

  • Business-to-Business Social Media Presented by: Out There Advertising Kim Keuning, President Melissa D’Aloia, Account Executive
  • Why is social media important?
  • Social media is here to stay
    • B2B buyers are spending more time researching online
    • Social media can play a big role in the decision-making process
    • Leverage social media for:
      • Building relationships
      • Listening to the market
      • Influencing buyers before they are identified as leads
  • Why social media for B2B
    • Before
      • Prospect engaged directly with salesperson
    • Arrival of Google
      • Search engine optimization
      • Pay-per-click
    • Today
      • Social media sites drive a large portion of B2B interactions on the web
    www.companywebsite.com
  • Fundamental concepts
    • Choosing your social media identity
    • Social media monitoring
      • Twitter search
      • Facebook search
      • LinkedIn search
      • Search engines
      • Alerts
    • Monitoring software
    vs
  • Inbound Marketing
    • “ Your prospect…cares about his boss or the story you're telling or the risk or the hassle of making a change. He cares about who you know and what other people will think when he tells them what he’s done after he buys from you.
    • The opportunity, then, is not to insist that your customers get more rational, but instead to embrace just how irrational they are. Give them what they need.”
    • Seth Godin, The Rational Marketer (and the Irrational Customer), 2009
  • Check list – Is your company ready for social media?
    • My company has clear goals for social media
    • We have the human resources to commit to social media
    • We produce enough quality content to sustain a social media conversation
    • We know which social media sites are popular with our prospects and customers
    • Our company website is prepared for social media attention
    • We are ready to incorporate social media
    • strategies throughout the buying process
  • Developing a social media strategy
    • Target Audience
    • Goals or Objectives (tie-in with overall company goals)
    • Tactics
    • Key Metrics
  • Example Tactic:
    • Target Audience: Owners of small businesses
    • Objective: Increase brand awareness
    • Social Media Tactic: Blogging
    • Short-term objective 1: Promote thought leadership through blog posting on
    • industry best practices
            • Create blog publication schedule
            • Add RSS button
            • Publish blog post once a week
    • Short-term objective 2: Increase engagement
            • Respond to comments within 24 hours
            • Add links to blog on website and in e-newsletter
            • Invite relevant guest bloggers and market to their networks
    • Time invested: 1-2 hours daily
  • Social Media Tools
    • Blogging
    • Social Bookmarks
    • Microblogging
    • B2B Social Networks
    • Documents/Content
    • Video
    • Wiki and Crowd Sourced Content
    • Pictures
    • Social Search
    • Monitoring and Measurement
  •  
  • Determine your social media voice
    • Social voice is different from a brand voice
      • Social voice=person
      • Brand voice=anonymous
    • Informal is acceptable
    • Be genuine
  • Start a blog
    • Promote yourself and get feedback from community
    • Build prospects through search engine rankings
    • Establish business as thought leader
    • Share customer success stories
  • Using LinkedIn
    • Merge offline engagement with online
    • LinkedIn Groups
    • LinkedIn Answers
  • Don’t be creepy
    • If you use social media like a keyword searching robot you are going to come off as creepy
    • Use common sense
    • Approach people like you would want to be approached
    • Be transparent
  • Using Twitter effectively
    • Twitter search
    • Hashtags
    • Follow industry influencers, engage customers, track competition
  • Be consistent and follow-up
    • Social media is not about setting and forgetting, it’s about being social
    • Stay engaged
      • Blog consistently
      • Follow-up and ask if they
      • have any additional
      • questions
    • Send direct messages
  • Leverage analytics
    • Website stats
    • Shares/Retweets/Mentions
    What is driving visitors to your website?
  • Monitor Industry
  •  
  • Make it easy to share your content
    • Make sharing options visible
    • Allow e-mails to be viewed as web page
    • Frame web pages/blog posts with a social bar
    • Enable forward
    • to a friend
  • About us page
    • Add photos of staff to about us page
    • Add links to employees’ LinkedIn profiles
    • Describe employees’ expertise and cut out the gobblygook
  • Start/maximize your blog
    • Update regularly - once a week at least
      • Publish helpful content and not always a sales pitch
      • Write about topics your business partners, customers, vendors, etc. are searching for
    • Design of blog should match your website
  • Taking social media seriously
    • Add links to social media sites on bottom of e-mail – let people know how they can connect with you
    • Be yourself and realize “You can’t do it all.”
    • Make your business more human
    • Interesting content is king
    • Know your audience and your goals
    • Borrow knowledge from consumer world
    • People buy expertise
    • Social media isnt’ about you, it’s about them
    • Fuse social media with offline engagement
    • Learn to be human again
    • Have a goal
    • Go where people are interacting now
    10 Essential Social Media Lessons
  • You can find us at:
    • www.outthereadvertising.com
    • www.facebook.com/outthereadvertising
    • @outtheread
    • @melissadaloia