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Beyond Your Zapos Case Study: B2B Social Media Strategies for the Rest of Us
 

Beyond Your Zapos Case Study: B2B Social Media Strategies for the Rest of Us

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  • Bullet point 2: Identify the best social network for your company to be on based on your objectives Bullet point 3: Search.Twitter.com has an advanced search option to search key phrases, location and tone. You can even set up an RSS feed so when those tweets come in pertaining to your search, you’ll get an alert.
  • Here we can link to a Famil

Beyond Your Zapos Case Study: B2B Social Media Strategies for the Rest of Us Beyond Your Zapos Case Study: B2B Social Media Strategies for the Rest of Us Presentation Transcript

  • Beyond Your Zappos Case Study: B2B Social Media Strategies for the Rest of Us Paul Furiga (@PaulFuriga) and Samantha Wannemacher (@shw72388) PRSA Digital Impact Conference | May 5, 2011
  • DISCLAIMER: We love Zappos, actually
  • The “Big Brand” Impact of Social Media
    • A new study shows Audi has the most-engaged Facebook fans — among pages with 100,000+ “Likes.”
    • Zappos was one of first companies to embrace Twitter aggregation; today has 1,818,124 followers
    • But what about the rest of us?
  • The “Big Brand” Lessons
    • Learn from what they do best
    • Everything is relative (are you Coca-Cola?)
    • Set benchmarks that are right for your organization
  • Takeaway # 1
    • For SMB, B2B #SM success: learn from the big brands, but blaze your own path
    • #PRSADIConf
    • #WWB2Bsocial
  • Getting it Right in SMB, B2B Social Media
    • “ Destroy Your Printer ” YouTube contest
    • Expert Laser Services gave customers a way to vent their anger on printers
    • Web traffic doubled; gained 100 new inbound links
    • Recycler Magazine did an internet TV special and wrote an article about the contest
    • Picked up a new client DIRECTLY from the social media campaign!
  • Where we’re going today
    • Strategies and tactics for getting started
    • Staying focused
    • Achieving and measuring results
    • Action items you can take away today
  • You’ve sold social media: Now What?
    • Listen first (search.twitter.com or Facebook search)
    • Start with ONE social network first
    • Walk before you run
  • Keep friends close; enemies closer
    • Is your competition winning or losing?
    • Scour websites to see what others say
    • Positive? Note similar tactics you can implement (just don’t be a copycat).
    • Negative? Write down what not to do.
  • Apply the rule of thirds
    • Keep your social media content valuable by following the 33/33/33 social media rule:
    • 33% Promotional
    • 33% News
    • 33% Conversation
  • Stay True to Your Brand
    • Establish your “voice” or personality
    • Yes, the same voice as in all your existing marketing
    • Reflect the space you hope to own
  • Takeaway # 2
    • SMB, B2B #SM success requires you to be true to your brand
    • #PRSADIConf
    • #WWB2Bsocial
  • Our Planning Tool Kit
    • Annual “ Social Media Calendars ”
  • Our Planning Tool Kit
    • Social Media Overviews
  • Staying regular
    • Recurring, scheduled posts create consistency and provide audiences with a reason to check back
    • “ Fabulous Frames Friday”
    • “ Facebook Fact Friday”
    • “ Twitter Tip Tuesday”
    • “ We Care Wednesday”
  • Start with what you’ve already got…
    • … Your existing customers!
    • Draw from the existing network: e-mail newsletter subscribers, blog readers, etc. (send updates/invites to your network)
    • Send out an e-blast, add the Facebook logo to your Website, Blog, etc.
  • Takeaway # 3
    • For SMB, B2B #SM success: one channel first, plan your content, start with friends
    • #PRSADIConf
    • #WWB2Bsocial
  • Inform and Encourage Participation
    • We ’ ve Gone Social!
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  • Takeaway # 4
    • For SMB, B2B #SM success: encourage employees, empower advocates, engage newcomers
    • #PRSADIConf
    • #WWB2Bsocial
  • Measurement: Back to Benchmarks
    • “ Our web company offers very positive feedback on the traffic from the Facebook page, and our residents are constantly telling us that their kids/grandkids check out their photos on Facebook.” – Redstone Highlands
    • “ Let ’ s Talk About Social Media ” -- Long Term Living
    • Redstone for 30 campaign
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  • Takeaway # 5
    • For SMB, B2B #SM success, measure what matters to you, don’t follow the rest
    • #PRSADIConf
    • #WWB2Bsocial
  • Build it and they will come: Facebook
    • Leverage Facebook’s viral nature – the news feed
    • Link to your page in your e-mail signature
    • Attract fans and KEEP THEM with promotions and contests!
    • DON’T clog news feeds and DON’T talk about YOU all the time!
  • Build it and they will come: Twitter
      • Invite friends via e-mail, Facebook, Blog, newsletters, etc.
      • Follow selectively – choose those related to your company
      • Join industry and topic groups related to your business ( www.wefollow.com )
      • Participate in Twitter chats related to your business (#journchat. #u30pro, #HAPPO)
      • Set your e-mail preferences to notify you of new followers
  • Takeaway # 6
    • For SMB, B2B #SM success: repeat your plan to add channels when you master your first
    • #PRSADIConf
    • #WWB2Bsocial
  • A bonus for you!
    • Visit http ://www.wordwritepr.com/b2b-social-media-planning-and-execution-tools/ to download samples of our:
    • Annual Social Media Calendar
    • Social Media Overview
    • “ We’ve Gone Social!” communication document
  • Thank you! Questions? Comments?
    • Linked In:
      • www.linkedin.com/in/paulfuriga
      • www.linkedin.com/in/samanthawannemacher
      • www.linkedin.com/companies/wordwrite-communications
    • Twitter:
      • @paulfuriga, @shw72388, @wordwritepr
    • Online:
      • www.wordwritepr.com
      • www.wordwritepr.com/blogstorytelling
      • [email_address]
      • [email_address]