B2B Introduction to Content Strategy, Social Media Marketing and Social Business.

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High level strategic approach ideas for B2B Commercial Banking and Financial institutions looking to build brand, reach decision makers and utilize content they already create.

High level strategic approach ideas for B2B Commercial Banking and Financial institutions looking to build brand, reach decision makers and utilize content they already create.

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  • Example: Set up proper resources for monitoring social channels before starting one.
  • Example: Set up proper resources for monitoring social channels before starting one.
  • Example: Set up proper resources for monitoring social channels before starting one.
  • While you don’t need to build out a 3 to 5 year plan with benchmarks, it’s extremely important to put at least some thought into your goals and what you’re trying to accomplish. Trying to increase your marketing reach? Measure shares. Trying to increase
  • Example: Set up proper resources for monitoring social channels before starting one.
  • Example: Set up proper resources for monitoring social channels before starting one.

Transcript

  • 1. Paynet Online Social Strategy Creating virtual good & saving real lives. InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com
  • 2. InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com Agenda Introduction • Disclaimer • Logos • Key • Learning 1 - 3 Strategy Measurement Listening *Content Strategy • You the publisher • Targeting CEOs • Linkedin Search Example • Content Calendar • LinkedIn Company Page Rev • LI Company page example Social Media Marketing • Amplifying Content • Content Marketing Social Business • Hub and Spoke • Content / Workflow Hub Next Steps
  • 3. InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com Social Media = Magic FREE CHEAP EASY MONEY TIME COMMITMENT Viral
  • 4. InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com Logo Wall (of Shame) Brand Manager Roles Digital Analyst **Sr. Social Media Specialist: Enablement Social Media Manager Promotions Writer
  • 5. InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com 3 Key Learnings…
  • 6. InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com Learnings… #1 • Review Best Practices • Execute Pilot Programs • Training • Testing Crawl Walk Run
  • 7. InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com Learnings…#2 AAGAlign Against Goals Measure, Tweak, Repeat… • Targeted Content • Channel Strategy • Measurement Plan • Defined Analytics
  • 8. InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com Learnings…#3 CYACover Your Ass-ets Go Foundation First i.e…. • Strategy • Metrics • Listening / Monitoring • Responding • Seed Content Optimized Social Channels • Customer Service • Social Tools • Approval process
  • 9. InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com Strategy, Measuring & Listening
  • 10. InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com STRATEGY Goals Testing Tweaking Tools Metrics Consistency Focus Commitment What are you going for? • Clicks • Shares • Likes / Favorites • Page Likes (growth) • PTAT – People Talking About This • Virality Pick SOMETHING. Measure it!
  • 11. InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com Measurement Goals Testing Tweaking Tools Metrics Consistency Focus Commitment Just a couple of tools… • Website Stats • Referers • Form submissions • Bit.ly • Shorten links, track clicks • Hootsuite (ow.ly) • Schedule posts, track growth, shorten links, auto generate weekly reports
  • 12. InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com LISTENING/Monitoring Volun – told! Congratulations You have been WARNING: starting any social media account obligates you to check it, respond to questions, address comments and generally pay attention. Users WILL hold you to it. …and responding
  • 13. InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com Content Strategy
  • 14. InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com YOU THE Publisher **PayNet’s objective is to “rewire” the credit operations of small business banking. White Papers Case Studies Studies (research) Blog Articles Op-ed Curated news Facebook Twitter LinkedIn Google+ Instagram Vine Foursquare TARGETED MESSAGING Thought Leader Influencer Engagement Branding Positioning
  • 15. InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com TARGETING CEOs Goals Testing Tweaking Tools Metrics Consistency Focus Commitment Strategies may include: • Blog establishment • LinkedIn Ads • Outbrain – Forbes, Inc. • Twitter • PR News • Guest Posts • Partnerships Measure, Tweak, Repeat CEO Influencers • Board of Directors • Chief Risk Officer • Chief Credit Officer • Chief Lending Officer • Chief Financial Oficer • SVPs • VPs • Bloggers • Economists
  • 16. InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com LinkedIn Search - CEO
  • 17. InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com CONTENT Calendar Goals Testing Tweaking Tools Metrics Consistency Focus Commitment Best Practices • Strategy & Planning • Set Goals & Measurement • A/B testing • Consistency • Flexibility • Dedicated Resources • Blog?
  • 18. InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com LinkedIn Company Page Goals Testing Tweaking Tools Metrics Consistency Focus Commitment Current 124 followers… • Company info – SEO • Products – SEO • Posts – Demonstrate expertise ✓ ✓ ✓ Future 1024 CEOs… • Active Resource for CEOs - post daily / weekly • Keep products up to date • Growth Strategy • Monitoring in place
  • 19. InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com LinkedIn Co Page Ex Goals Testing Tweaking Tools Metrics Consistency Focus Commitment
  • 20. InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com Social Media Marketing Systems
  • 21. InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com IF YOU BUILD IT… You’ll have an empty stadium. • Promote • Entertain • Maintain
  • 22. InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com Amplifying Content Identify / Create content in support of… • SEO • Lead generation • Brand / Reputation Building • Marketing Campaigns • Web Content Strategy • Influencer Marketing • Sentiment building Measure, Tweak, Repeat
  • 23. InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com Content Marketing
  • 24. InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com Social Business
  • 25. InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com Hub & Spoke Company-wide Social Media Integration • Employees are activated • Customer Service includes phone & social • Brand Marketing “thinks” social at the start • PR includes social friendly releases • Events are social first • Marketing Materials are content for the calendar
  • 26. InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com Workflow Hub & Spoke Customer Service Absolute PD Sales Specialist Analysts Marketing PR Community Manager
  • 27. InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com Future http://blog.hootsuite.com/ceos-using-social-media/
  • 28. InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com NEXT Steps Now: Just Do It! Identify Goals Content Strategy – BLOG • Identify the core team • Advisor role • Champion role • Copy / Creative resources • Identify a channel • Approach • Training • Best Practices Try, Measure, Tweak, Repeat
  • 29. Thank you InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com
  • 30. InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com Appendix
  • 31. InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com POSTING DO • Images that pop! • Provoking questions • Resourceful links • Be conversational • Have conversations • Shorter is BETTER DON’T • Over sell • Go off brand • Ignore questions • Show frustration Click a pic to view the post
  • 32. InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com HOOTSUITE FREE TOOL: Save time by scheduling posts One login for all your channels Track metrics with weekly reports Delegate tasks to team members http://hootsuite.com Fun fact: I graduated! -Richard