FRANkademy: Social Media Strategy for B2B

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3. Overview • Introduction to social business: why we should care? • Implementing a social business strategy • Social ROI • Tools of the Trade: LinkedIn, Facebook, Blogs,Twitter and Pinterest • Case histories on social and B2B – both the good and the bad • Where and how to begin a successful social business strategy

5. What exactly is B2B?

6. Current State of Social in Australia Only 42% of Australian organisations are embracing social media 48% have no presence in the space Only 16% feel it is important to have a clear social media strategy Only 2% prioritise dedicating funding KMPG 2011 SourceSource: KPMG report in B&T article: http://www.bandt.com.au/news/australian-businesses-lag-in-social-media-game

7. Traditional Media Approach

8. Social Business Approach

9. You need both to succeed BRAND AWARENESS BRAND REPUTATION SALES

10. The relative importanceBought Owned Media Assets “Earned”

11. Nielsen study agrees Have some degree of trust in the following forms of advertising: Recommendations from people knownEARNED Consumer opinions posted online Editorial content (e.g. newspaper article) TWITTER OWNED Branded websites Emails signed up for TV Brand sponsorships FORUMS Magazines Billboards / outdoor advertising Newspaper BOUGHT MEDIA Radio Ads before movies FACEBOOK TV program product placements Ads served in search engine results Online video ads Ads on social networks BLOGS Online banner ads Display ads on mobile devices Source: Nielsen Global Trust in Advertising Text ads on mobile phones Survey, Q3 2011

12. WOM is also B2B’s main purchase influence

13. B2B buyers are active social media users

14. Top Take outs.. So far First mover advantage is there to be seized Social is no longer optional – integration is key WOM and social are very relevant for B2B sales

16. It’s not about the tools. It’s how you use them.

17. Most brands are socially inept Share, talk, answer, engage, give something for free, have a personality, be different… It doesn’t come naturally for most brands

18. Most brands are not HUMAN Only Human Brands succeed with socialhttp://trendwatching.com/briefing/

19. Social Media Best Practice Tactics/ Shop Front Strategyhttp://www.intersectionconsulting.com/blog/

20. The Single Biggest Challengehttp://magicofteams.wordpress.com/2010/12/02/silos-firm-they-stand/

21. The inevitable shift CLOSED COLLABORATIVE OPEN CULTURE Silos, separate and Freely sharing Connecting internal and information hoarding information and external communities for knowledge internally mutual gain

22. Social Business has a knock on effect

23. Social media means more than a Facebook page

24. Top Take outs.. So far It is not about the tools, but how you use them Brands need to be human and break down silos Social media requires a social business

25. Overview • Introduction to social business: why we should care? • Implementing a social business strategy • Social ROI • Tools of the Trade: LinkedIn, Facebook, Twitter and Pinterest • Case histories on social and B2B – both the good and the bad • Where and how to begin a successful social business strategy

26. Social media ROI for B2Bhttp://www.b2bbloggers.com/blog/b2b-social-media-roi/

27. Social ROI: You get out what you put in 2011 study shows that 95% of Facebook posts on brand pages are ignoredwww.allfacebook.com/facebook-wall-posts-brands-2011-10

28. The Benefits of Getting it Right Companies view social media as offering the most benefit in the upper stages of the purchase funnel.http://www.booz.com/media/file/BoozCo-Campaigns-to-Capabilities-Social-Media-and-Marketing-2011.pdf

29. Social ROI measuring framework Anyone notices the resemblance to the Star Wars Millennium Falcon?http://www.intersectionconsulting.com/2012/social-media-measurement-framework/

30. Social ROI metrics put traditional ones to shame Nearly 40% of B2B marketers’ budgets in 2011 were spent on trade shows. Long-term lead generation was not measured. ENGAGE & CONVERT AT, then BEYOND

31. Radian6- online stalker extra ordinaire

32. Example report: Metcash

33. Volume of Metcash related mentions Identify core discussions 146 mentions nationally across social media channels the last 30 days

34. Volume split by Media 146 posts reached 166,586 people

35. Who is discussing?

36. What Are they Saying? USERS & TOPICS SENTIMENT ANALYSIS Positive? Negative? Neutral?

37. B2B Benefits of Social Media Monitoring Awareness Opinion Listen for Leads Consideration You can immediately connect with those asking Brand-less Conversation Real time justification the questions Intention Niche Target. You can target people based on your service and understanding and don’t need to outspend the You have a specific product / service with Sale acompetition specific audience

38. Top Take outs.. So far You get out what you put in Social is highly measurable & accountable Radian6 can be a useful listening and monitoring tool

39. Overview • Introduction to social business: why we should care? • Implementing a social business strategy • Social ROI • Tools of the Trade: LinkedIn, Facebook, Blogs, Twitter and Pinterest • Case histories on social and B2B – both the good and the bad • Where and how to begin a successful social business strategy

40. How Did you Arrive Here Today?

41. Which tool is the most important for B2B marketing?

42. Why LinkedIn is a power tool for B2B • Online visibility • Showcase your expertise • Lead generationhttp://blog.brainrider.com/2010/09/linkedin-for-b2b-marketing-8-best-practice-tips-to-get-customers/

43. 5 LinkedIn tips • It’s a company affair • Show an interest in others • Complete & maintain your profile • Link your profile with other platforms • Watch out for spam

44. The Voice uses LinkedIn to showcase its services

45. The Voice uses LinkedIn to showcase its services

46. The Voice uses LinkedIn to showcase its services YouTube integration

47. The world’s most popular social tool: • Popularity • Lead generation • Low cost • Easy to usehttp://www.simplyzesty.com/social-media/linkedin-vs-facebook-whos-the-best-at-b2b-infographic/

48. How to make it work • Integrate Facebook into all other marketing/communication activities • Don’t talk about yourself 24/7- listen more instead • “build it and they will come” only works in the Field of Dreams- add value, share, discuss and share an interest in othershttp://www.allfacebook.com/facebook-page-consumers-2012-02

49. Example: UPS on Facebook Customer case studies Introducing the people Helpful B2B info beyond behind the brand logistics

50. Why Blogs should be part of your social play • Lead generation • Excellent traffic driver (Google Juice) • Inbound marketing leads cost 62% less than outbound • Showcase your experience & thinkinghttp://www.b2bmarketinginsider.com/social-media/blogging-is-good-business-8-tips-to-get-it-right

51. How to get the most out of your blog Update regularly Get everyone involved Use Keywords & Links Use images & Tags Comment on other blogs

52. 37 Signals- corporate blog with 124k subscribers

53. 37 Signals- corporate blog with 124k subscribers Product announcements, with a touch of their quirky brand personality

54. 37 Signals- corporate blog with 124k subscribers Transparent & Product human announcements, with approach to a touch of their quirky communications brand personality

55. 37 Signals- corporate blog with 124k subscribers Tips on customising their apps

56. Micro blogging aka • Pick up sales leads • Great research tool • Good traffic driver • Customer service • Company news

57. Become a Star Tweeter with these tips • Incorporate into your overall strategy • Dedicated accounts make sense • Listen more, talk less • Be part of the conversation to find solutions

58. @HPBizAnswers for advice @HPBizAnswers complements the discussion on their blog articles and extends the conversation to promote HP’s quality SMB advice and solutions…1,480 followers

59. The new kid on the block: • 11.7m users worldwide and rapidly growing • 360k users in Australia, 25th most popular site • HUGE traffic driver- bigger than Facebook, LinkedIn & Twitter Pinterest drives 6% of traffic to our blog after only a few weeks

60. How to rock Pinterest Pin your own content- otherwise respect copyright Show your brand outside office hours All pins link back to its original site to be careful what you pin No self promotion- contribute and share only Pin good quality and up to date imageshttp://adage.com/article/digitalnext/brands-pinterest-breaking-law/233038/

61. B2B Pinterest Best Practice • Tech manufacturer- computers, printers, servers etc. • Showcases its products  online catalogue • Showcases other brands which complement its own products • Useful tips, e.g. Mother’s Day gift inspiration

62. The conclusion: Be Social to Win in Social Media

63. Top Take outs.. So far The tools are as good as their users The tools require brands to be social The tools work best if integrated with other assets

65. SOCIAL BUSINESS CASE STUDYDeloittes "Entanglement" Model For B2B Digital Marketing

66. So, err – who’s Deloitte? “Deloitte” is the brand under which tens of thousands of dedicated professionals in independent firms throughout the world collaborate to provide audit, consulting, financial advisory, risk management, and tax services to selected clients.”

67. Deloitte; ‘I’m kind of a big deal’

68. Old school B2B thinking: Website / company focus B2B online universe B2B Website

69. New school B2B thinking: Multi-channel marketing B2B online Tablet universe B2B Website Mobile

70. New dictum “Be RELEVANT and DISCOVERABLE everywhere your CUSTOMER is.”

71. Old ‘Hub and Spokes’ approach B2B Website = inbound „paid‟ traffic

72. New ‘Entanglement’ approach “Clive” Mobile Yummy! B2B Website Tablet

73. Content: ‘planting the seed’ rather then starting with the ‘plant’

74. Key take-outs from Deloitte • The website is still the epicenter of B2B digital marketing communications but its not ‘be all and end all’ • Single minded ‘Traffic driving’ digital marketing is the B2B old school – still relevant but not ‘be all and end all’ • Social Mediums must be integrated in B2B digital marketing strategy – FROM START • Developing the content your consumers want will separate you from your competition • Through metrics and analytics we can track engagement with thought starters then grow deeper, more relevant and engaging content “Be RELEVANT and DISCOVERABLE everywhere your CUSTOMER is.”

75. SOCIAL BUSINESS CASE STUDYWorld’s largest business and technology provider

76. It all started with this observation… ‘To be a social business, you recognise employees need to be agile, informed and able to work beyond their job descriptions’ Jeff Schick, VP of Social Software

77. IBM social media objective  • Listen for leads & drive sales • Learn from each other through an open exchange • No corporate accounts- individual employee accounts onlyhttp://www.emarketer.com/blog/index.php/case-study-ibm-drives-millions-dollars-worth-sales-leads-social-media/

78. The IBM social media framework Interaction & Collaboration People* Process Technology *Culture & Leadershiphttp://www.emarketer.com/blog/index.php/case-study-ibm-drives-millions-dollars-worth-sales-leads-social-media/

79. The key to success- IBM’s social media policy • Personal liability for all content • Identify yourself as an IBM Because IBM does rely on employee • Respect copyright personal social media • Don’t share any accounts it needs a confidential info sound social media policy • Respect your audience • Try to add value • Don’t pick fights and apologize where appropriatehttp://www.ibm.com/blogs/zz/en/guidelines.html

80. Kinda like what you learnt at Kindergarten maybe?

81. Result: 400% increase in sales 1st quarter of 2011

82. SOCIAL BUSINESS CASE STUDYLeading Australian provider of business solutions

83. The Strategy: make business life easier Love your work

84. MYOB Blog : The Pulse provides solutions The blog provides support and tips to make business life easier

85. MYOB - : various tabs

86. tutorials Tutorials to make the most out of the MYOB software

87. profile: relevant info for SMEs

88. “Our solutions make business life easier…”

89. SOCIAL BUSINESS CASE STUDYAircraft engine maintenance, repair and overhaul

90. How it all started… “We know that marketing is heading more in the direction of relationships as opposed to talking AT our customers”

91. Social Strategy Objectives 1. Use social media to achieve greater awareness within the industry 2. Reach potential buyers, manufacturers and key influencers to build meaningful relationships 3. Develop a relationship with Pratt & Whitney, THE key influencer in the industry

92. Social Strategy Framework: Content strategy Reach the industry, in particular objective: Pratt & Whitney demonstrate expertise and thought leadership Establish the brand as an industry specialist Gain leads, sales, advocacy, WOM and insights

93. Social Tools • Credibility • Industry leadership • Leads and sales • Insights

94. provides discussion and leads • Regular posts • Interesting articles with tips and expert advice • Keeping the end goal of their strategy in mind: Lead generation

95. connects with fans4,300+ Likes, 249 people ‘talking about this’Lead generation and driving Engaging fans with content Listening and respondingtraffic to their site/blog and discussion to community Advocates and B2B industry contacts reciprocate!

96. connects with the industry Use LinkedIn discussions to gather feedback, generate discussion, and drive traffic to their site and services Attracted a strong following (45%) of senior B2B owners/managers in the industry, as well as entry-level enthusiasts who look to Covington for expert advice

97. directly engages and drives traffic Directly engaging with their followers about aviation and aircraft topics. Directing traffic to their latest blog posts and other social platforms Stimulating conversation and getting insights

98. shares their services and expertise 14 videos 3,800+ views .. And leads!

99. Results• Facebook fans increased from zero to over 1,000 within 3 months, reaching industry  leaders and advocates• Caught the attention of Pratt & Whitney, who are inspired to  begin their own social media strategy• Covington gained awareness and expertise by guest blogging on Pratt & Whitney’s site • Pratt & Whitney partnered with Covington to launch an official community for the P&W’s PT6 engine…

100. Recognised as a leader in the industry Gaining further top-of-mind consideration and leads in the industry as community growth accelerates… And it all started with a well thought out and supported social strategy!

101. What NOT to do in Social Media

102. Honda- always identify yourself as an employee Few Honda Facebook fans liked the new design of their latest CUV so the product manager of this car decided to post positive comments on Facebook defending the design. The fans however were not amused and masses of negative comments flooded the page

103. Dell Hell- respond swiftly to contain disasters A photo of an exploding Dell laptop gets published, spreading like wildfires globally. Dell does not respond. For a very long time. Weeks later Dell has to recall 4m laptop batteries and finally addresses the issues. What Dell should have done: Address the issue immediately and use social media to contain the PR disasterhttp://econsultancy.com/uk/blog/7913-14-epic-social-media-fails

104. When private and corporate views clash- Energy Watch CEO Ben Polis on racist & sexist rant on Facebook backfires Result: Ben resigned, Energy Watch’s reputation is massively dentedhttp://www.heraldsun.com.au/news/more-news/polis-scandal-warns-us-to-think-before-posting/story-fn7x8me2-1226320108427

105. GoDaddy- personal use of social media can backfire GoDaddy CEO Bob Parson killed an elephant and put it on YouTube and Twitter. The backlash was immediate (especially from PETA) and the general public was absolutely outraged What Bob should have done: 1. Not kill an elephant or any other animal 2. Consider how his personal behaviour affects the company image and saleshttp://econsultancy.com/uk/blog/7913-14-epic-social-media-fails

106. Top Take outs.. So far Start with setting objectives for your social play The tools are secondary- invest in resource instead Don’t bullshit your audience- you will get caught

108. FRANk Process: 4 steps to a social business 4 ROI metrics & • Detailed quarterly reporting on agreed key KPIs Constant monitoring of chatter reporting • 3 Community • Community Manager recruitment &• FRANkademy workshops, training and • Editorial calendar training support Management • Knowledge sharing • Response flow chart • Employee engagement 2 Social Business • • Resource management Strategy implementation • • Budget recommendation Measurement of success Strategy • Content planning • Marketing as a Service • Social policies and guidelines • Plan to become a social brand • Internal- all stakeholders 1 Listen & Learn • • External- consumers industry, trends, competitors, strengths, opportunities, weaknesses, … Analysis of online chatter and buzz- agile and dynamic approach

109. FRANk- full service social business agency What can we do for you?

110. At what stage is your B2B social business? “We are nowhere” “We’ve made a start” “We get it!” We have Facebook and We’re not sure where We have a community Twitter but no one manager who regularly to start or whether wants to be our friend engages with our we need to? growing community. or talk to us. 90% + of brands

FRANkademy: Social Media Strategy for B2B

FRANk Media

FRANkademy: Social Media Strategy for B2B