FRANkademy: Social Media Strategy for B2B

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FRANk Media | FRANkademy is a social business workshop by FRANk media in Melbourne, Australia.
We share our best tips for a successful social media B2B strategy including social media tools, ROI, social media monitoring and reporting.
FRANKademy also includes a couple of case studies of B2B businesses which employ a successful social business strategy already.
Enjoy and please get in touch if you have any questions!
frank@frankmedia.com.au

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  • Source: KMPG report in B&T article: http://www.bandt.com.au/news/australian-businesses-lag-in-social-media-game
  • Few B2B customers ever buy anything without first asking their peers or colleagues about their experiences with the vendor and/or product. Source of these stats: Zuberance report 2010 Top 5 Myths of Word of Mouth
  • Source of these stats: Zuberance report 2010 Top 5 Myths of Word of Mouth
  • Most companies are stuck in silos. However, social business is a dynamic eco- system of solutions and ideas that thrives on collaboration.
  • You must be able to deliver the right message, at the right time, through the right channel. Therefore, if your organization resolves to become a social enterprise, you must also make some strategic organizational and structural changes that will allow you to integrate disparate data sources across every channel, departments and country. You need to established ways to communicate across departments, monitor social conversations efficiently, and quickly distribute insight to the right parts of the company.
  • Social media isn’t a box to be ticked or a department to be manned or even a campaign to be launched. It’s about thinking differently about marketing, customer service, the entire company. It’s about realizing that consumers are running the biggest recommendation service in the world and that, as has been tiresomely often repeated, they define the brand (no, this is not new; yes, this is becoming more obvious and important by the day). All thinking about product, customers and communications, needs to take this into account — it cannot sit in a silo.
  • Center for Exhibition Industry Research (CEIR).
  • Google loves LinkedIn because of its high quality inbound links and is therefore an excellent tool to increase your page rankthrough status updates (share what you are reading), group postings (add to the conversation), and LinkedIn Answers (tap your knowledge)75% of all B2B purchasers use Social Media as part of the purchase process and LinkedIn is the #1 tool
  • LinkedIn needs to be part of the whole company DNA so get everyone on board to discuss and contribute. The more the merrier! follow peers, industry influencers, customers and prospect customer and try to engage in an open exchange of ideas, solutions and a bit of fun Complete your profile and maintain it with appropriate updates. Use relevant keywords and phrases in your company description to increase your online visibilitySuch as Twitter, your blog or slideshare for extra oomph and search results nothing is more embarrassing than other companies using your profile to flog their products or services
  • Facebook has almost 900m users worldwide41% of B2B users of Facebook report lead generation People generally don’t shut off business thinking when on Facebook Facebook lets businesses amplify their marketing efforts for relatively little moneySelf service advertising platform is easy to navigate
  • 57% of businesses have acquired a customer through their blog
  • “Products I Love” is the third most popular pinboard name
  • Global workforce reached 182,000 and is expected to grow more than 35 percent to 250,000 by FY2015Aggregate member firm revenues grew 8.4 percent in U.S. dollars, marking Deloitte’s highest revenue growth in the last three years Growth experienced in all three major geographic regions and across all four major business linesNew York, 22 September 2011 – Deloitte Touche Tohmatsu Limited today announced aggregate member firm revenues of US$28.8 billion for the fiscal year ended 31 May 2011, marking the highest revenue ever recorded by the global member firm network.
  • Centre of B2B digital marketing universe used to be the B2B websiteDigital marketing primary objective was mass traffic driving Essentially; the businesses focus was entirely on itself
  • Deloitte recognised a change in the way their B2B customers wanted to consume information They changed their focus from ‘us’ (the business) to ‘them’ (the consumer)Multi-channel marketinghas moved the centre of the digital universe from the website to the customer.
  • A clear and defined digital marketing strategy vision statement by Deloitte
  • B2B website was the ‘hub’, digital marketing traffic drivers were the ‘spokes’Main goal was mass traffic to the websiteAssumption was traffic would lead to engagement and eventually to conversions (leads / sales / etc) – which it does but not a great ROI in digital marketing 3.0
  • Website is still ‘centre’ of digital marketing communications but its not ‘be all and end all’ Integrating social channels embraces new dictum Change in digital comms channels requires a change in content
  • Traditionally Deloitte would develop and house ‘white papers’ – extensive written pieces on thought leadership within their websiteDeloitte now starts with a range of ‘thought starters’Using social media they send these ‘thoughts’ out to their key B2B customersThoughts which track the most engagement from potential customers then get further developed more in-depth discussions / owner generated contentEngages their customers’, reduces the overhead to develop content which isn’t necessarily relevant to their core target audience, content is more share-able; has carry-on affect to search engine optimisation imitating B2C; producing short, sharp 3 minute video podcasts to replace text heavy ‘white pages’ on their websiteEasier to consume and share by customer audience, quick to develop, engaging content
  • FRANkademy: Social Media Strategy for B2B

    1. 1. Follow us @frank_mediaand join in our live tweeting with #frankademy!
    2. 2. “ ”
    3. 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
    4. 4. 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. 5. What exactly is B2B?
    6. 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. 7. Traditional Media Approach
    8. 8. Social Business Approach
    9. 9. You need both to succeed BRAND AWARENESS BRAND REPUTATION SALES
    10. 10. The relative importanceBought Owned Media Assets “Earned”
    11. 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. 12. WOM is also B2B’s main purchase influence
    13. 13. B2B buyers are active social media users
    14. 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
    15. 15. 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
    16. 16. It’s not about the tools. It’s how you use them.
    17. 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. 18. Most brands are not HUMAN Only Human Brands succeed with socialhttp://trendwatching.com/briefing/
    19. 19. Social Media Best Practice Tactics/ Shop Front Strategyhttp://www.intersectionconsulting.com/blog/
    20. 20. The Single Biggest Challengehttp://magicofteams.wordpress.com/2010/12/02/silos-firm-they-stand/
    21. 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. 22. Social Business has a knock on effect
    23. 23. Social media means more than a Facebook page
    24. 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. 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. 26. Social media ROI for B2Bhttp://www.b2bbloggers.com/blog/b2b-social-media-roi/
    27. 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. 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. 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. 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. 31. Radian6- online stalker extra ordinaire
    32. 32. Example report: Metcash
    33. 33. Volume of Metcash related mentions Identify core discussions 146 mentions nationally across social media channels the last 30 days
    34. 34. Volume split by Media 146 posts reached 166,586 people
    35. 35. Who is discussing?
    36. 36. What Are they Saying? USERS & TOPICS SENTIMENT ANALYSIS Positive? Negative? Neutral?
    37. 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. 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. 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. 40. How Did you Arrive Here Today?
    41. 41. Which tool is the most important for B2B marketing?
    42. 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. 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. 44. The Voice uses LinkedIn to showcase its services
    45. 45. The Voice uses LinkedIn to showcase its services
    46. 46. The Voice uses LinkedIn to showcase its services YouTube integration
    47. 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. 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. 49. Example: UPS on Facebook Customer case studies Introducing the people Helpful B2B info beyond behind the brand logistics
    50. 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. 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. 52. 37 Signals- corporate blog with 124k subscribers
    53. 53. 37 Signals- corporate blog with 124k subscribers Product announcements, with a touch of their quirky brand personality
    54. 54. 37 Signals- corporate blog with 124k subscribers Transparent & Product human announcements, with approach to a touch of their quirky communications brand personality
    55. 55. 37 Signals- corporate blog with 124k subscribers Tips on customising their apps
    56. 56. Micro blogging aka • Pick up sales leads • Great research tool • Good traffic driver • Customer service • Company news
    57. 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. 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. 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. 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. 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. 62. The conclusion: Be Social to Win in Social Media
    63. 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
    64. 64. 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
    65. 65. SOCIAL BUSINESS CASE STUDYDeloittes "Entanglement" Model For B2B Digital Marketing
    66. 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. 67. Deloitte; ‘I’m kind of a big deal’
    68. 68. Old school B2B thinking: Website / company focus B2B online universe B2B Website
    69. 69. New school B2B thinking: Multi-channel marketing B2B online Tablet universe B2B Website Mobile
    70. 70. New dictum “Be RELEVANT and DISCOVERABLE everywhere your CUSTOMER is.”
    71. 71. Old ‘Hub and Spokes’ approach B2B Website = inbound „paid‟ traffic
    72. 72. New ‘Entanglement’ approach “Clive” Mobile Yummy! B2B Website Tablet
    73. 73. Content: ‘planting the seed’ rather then starting with the ‘plant’
    74. 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. 75. SOCIAL BUSINESS CASE STUDYWorld’s largest business and technology provider
    76. 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. 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. 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. 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. 80. Kinda like what you learnt at Kindergarten maybe?
    81. 81. Result: 400% increase in sales 1st quarter of 2011
    82. 82. SOCIAL BUSINESS CASE STUDYLeading Australian provider of business solutions
    83. 83. The Strategy: make business life easier Love your work
    84. 84. MYOB Blog : The Pulse provides solutions The blog provides support and tips to make business life easier
    85. 85. MYOB - : various tabs
    86. 86. tutorials Tutorials to make the most out of the MYOB software
    87. 87. profile: relevant info for SMEs
    88. 88. “Our solutions make business life easier…”
    89. 89. SOCIAL BUSINESS CASE STUDYAircraft engine maintenance, repair and overhaul
    90. 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. 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. 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. 93. Social Tools • Credibility • Industry leadership • Leads and sales • Insights
    94. 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. 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. 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. 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. 98. shares their services and expertise 14 videos 3,800+ views .. And leads!
    99. 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. 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. 101. What NOT to do in Social Media
    102. 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. 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. 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. 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. 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
    107. 107. 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
    108. 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. 109. FRANk- full service social business agency What can we do for you?
    110. 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

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