#wommu

1. A Clear Vision
for Innovative
B2B Social
WOMM-U 2013
Mauricio Godoy, Account Director
May 2013

2. 2
The Social Web
Guttenberg invented the
printing press around the
year 1432.
Suddenly, books that were
only read by the elite upper
classes were available to
the common man.
The ideas from up high
tricked down to the lower
classes, who then began to
form their opinions and
have the mental powers of
those above them.

3. 3
The Social Web
People listen to us, and we
have the power that was
only reserved for great
publishing giants.
Companies are growing
ever more comfortable with
social media themselves.
They are now saying “Hey,
I wonder how we can use
this social media that our
customers are using.”

4. 4
Perfect Intersection
Both B2B and B2B social
are very similar in the
sense that you have to
keep the best interests of
your audience in mind.
In B2B, however, the key
motivator is "self
improvement" meaning we
are using social to learn
how to improve our
business performance.
The great part about B2B
social is that we can help
others and in turn become
better professionals
ourselves.

5. 5
Clear vision
The biggest barrier to
adoption is a lack of clarity.
Two Dynamics
This session will show you
two dynamics of B2B
social.
How B2B social
empowers your clients’
customers
How B2B social
empowers your clients to
become better
professionals
themselves.

6. Self Improvement

7. 7
LinkedIn Groups
It allows information to
travel seamlessly amongst
all members who are able
to comment and publish on
content generated by your
brand.
This interaction, as
opposed to the top down
approach of other
networks transform your
group from a collection of
business professionals into
a vibrant community of
discussions.
Tailor your content in this
platform to share:
Best Practices
Insights
Guidance

8. 8
LinkedIn Groups
Our experience
We moderated IBM for
Midsize Businesses Group
on LinkedIn.
The group receives more
comments than
discussions, which your
clients will deem as a key
success metric when
looking at the activity on a
LinkedIn Group.
Our goals were:
Content Curation
Audience Engagement

9. 9
LinkedIn Groups
Our experience
We ran some tests In
LinkedIn Groups to see
which would gain the most
clicks through to content
and these were our results:
Discussions with Numbers
6 Steps to Start Your Big Data Journey
Best Practices
Big Data Implementation Best Practices
ROI/Science
Analytics ROI - From Strategy to Execution

10. 10
LinkedIn Groups
Audience engagement
We have no paid support
on our group. Our
engagement is strictly
organic, so you’re getting
the purest results without
any paid campaigns or
advertising.

11. 11
LinkedIn Groups
Invite security and cloud computing experts to crowd source a list of 10
steps midsize leaders should take to protect their companies and their
data.
Target niche groups with security interest in addition to larger midmarket
social community.
Information spreads faster and makes a greater impact when shared
within a group united by one common interest.
The top 10 steps will be aggregated, collected and returned to the
community in the form of a blog post.
Objective
Strategy
Paul Adams
Content Outcome
Focusing on niche groups rather than those who fit simply into the vast
SMB category is more effective in gaining participation.
Key Learning

12. Hangouts can be useful

13. 13
Google+ Hangout
You can unite your brand
with audiences in a highly
interactive and visual
environment
The content can be
captured for later viewing
and continued momentum
on YouTube.’
You can reshare the
content across all your
social properties
Elevate your Google+
Hangout with a theme.

14. 14
Elevate your Google Hangout
with a Theme
Unite your brand
ambassadors with
exclusive content
Lincoln Trailer with
interview featuring Steven
Spielberg and Joseph
Gordon Levitt
Bring your offline and
online worlds together
Ellie Goulding invited her
fans to a hangout for a
virtual meet & greet. The
participants received
signed copies of her album
cover.
Give them something to
preview beforehand and
then use the hangout for
them to share their
experiences online.
Host a class. You can walk
users through steps and
provide directions.

15. 15
Google+ Hangout
Connect your fans with
thought leaders.
How about a business
partner that can share the
challenges your brands’
clients were facing and
how your brand stepped in
to resolve this issue.
Create a press
conference.
Provide exclusive content,
have a special event with
select influencers.
Record your hangout
and have it available on
YouTube. The video can
be tagged so users
continue discovering your
brand.

16. 16
Google+ Hangout
Best Practices
You do want the event to feel spontaneous having some order will keep
everyone in order.
The video can be tagged and gives your brand continues search result
benefits on YouTube.
Have a script with your
questions in advance
Choose the right
participants
Have a technical test run
Connect your Google+
and YouTube pages

17. What it does

18. 18
Tumblr
The numbers
• Over 105 million blogs
• More than 80 million
posts each day
• 225+ million monthly
users
• Tumblr radar has 120M
impressions every day.
The numbers
Gives you the freedom to
tell your story however you
want.
Amplification
When people reblog your
content it appears on their
blogs and their followers’
dashboards, which further
amplifies your story and
helps you get discovered.

19. Page

20. “You have to look like the community
you want to be a part of.”
Twitter

21. 21
Twitter
What it can do for you
• Rapid Customer Service
• Establishing a large
presence on a key topic
• Example: Reaching SMB
audience constantly to
outshine competitors.