Rock your B2B Social Business Strategy
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On September 19th, Magnet 360's Director of Marketing, Jennifer Zick spoke about how to create a Rockin social business strategy for B2B businesses. In this presentation learn about techniques, platforms, and content you need to build a successful social marketing strategy.
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Rock your B2B Social Business Strategy
- 1. Jennifer Zick | Senior Director of Marketing | Magnet 360
- 2. COVER PAGE
- 3. @jenniferzick#smrockstarevent KIND OF A BIG DEAL… “Official Green Jacket Sponsor” Zick Open Golf Tournament Where handicaps are unlimited and hackers can be Champions.
- 5. @jenniferzick#smrockstarevent WHEN I’M NOT IN MILROY…
- 6. @jenniferzick#smrockstarevent WHEN I’M NOT IN MILROY…
- 7. WHY B2B SOCIAL? Raise your hand if…
- 9. @jenniferzick#smrockstarevent ON THE AGENDA • Critical Gap & Opportunity • Magnet 360 – B2B Social Case Study • Lessons Learned on the Journey • Q&A
- 10. B2B SOCIAL: THE CRITICAL GAP
- 11. @jenniferzick#smrockstarevent THE CONTINUUM OF SOCIAL BUY-IN Understand the ImportanceUnderstand the Value CRITICAL GAP
- 12. @jenniferzick#smrockstarevent COMMON EXCUSES (IMPORTANCE) • We don’t do or sell anything exciting. • Our customers don’t use social media. • Our competitors don’t use social media. • Our executives aren’t asking for social. • Our company is in a highly regulated industry. • We don’t have time for social media. • We tried it once and had no ROI. • We really don’t have any clue what we’re doing when it comes to social media.
- 14. @jenniferzick#smrockstarevent SOCIAL OPPORTUNITY • Establish trust. • Build relationships. • Demonstrate competence. • Teach. • Learn. • Make friends. • Find partners. - Social Media Today All critical activities for B2B lead generation and selling.
- 15. MAGNET 360 A B2B SOCIAL CASE STUDY
- 16. OUR MANTRA
- 17. DEEP EXPERTISE
- 18. S A L E S F O R C E E X P E R T I S E /// Partner Since 2004 /// 1,500 + Platform Projects /// 95 Certifications /// 8.9 Customer Satisfaction Score
- 19. C L I E N T T R U S T E A R N E D E V E RY D AY
- 20. WHO WE ARE /// CLIENT TRUST EARNED EVERYDAY /// CONSTANT EVOLUTION /// RESPONDING WITH URGENCY /// COLLABORATION /// SHARED OWNERSHIP /// ROCKIN MINNEAPOLIS | NEW YORK CHICAGO | SAN FRANCISCO 95+ EMPLOYEES
- 21. @jenniferzick#smrockstarevent OUR SOCIAL JOURNEY 1 PLATFORMS 2 PRODUCTION TEAM 3 CONTENT 4 EMPLOYEE SUPPORT 5 EXEC ALIGNMENT 6 PROVING VALUE
- 22. 1. PLATFORMS
- 26. @jenniferzick#smrockstarevent DEFINING THE MIX Source: 2013 B2B Small Business Content Marketing Trends – North America: Content Marketing Institute/Outbrain
- 27. @jenniferzick#smrockstarevent THE BIG FIVE FOR B2B
- 28. @jenniferzick#smrockstarevent 4X BETTER B2B LEAD CONVERSION
- 29. @jenniferzick#smrockstarevent TOP IN B2B CUSTOMER ACQUISITION B2B Companies who Acquired a Customer Through This Channel
- 30. @jenniferzick#smrockstarevent USE TWITTER, GET 2X MORE LEADS
- 31. @jenniferzick#smrockstarevent TWITTER > FACEBOOK FOR LEADS Source: Optify 2012 B2B Marketing Benchmark Report Facebook drives traffic, but Twitter outperforms in lead conversion by > 9:1.
- 32. @jenniferzick#smrockstarevent FACEBOOK = WHERE THE PEOPLE ARE
- 33. @jenniferzick#smrockstarevent WHERE THE PEOPLE’S FRIENDS ARE
- 34. @jenniferzick#smrockstarevent VALUE OF GOOGLE+ Source: Crimson- Consulting.com
- 36. @jenniferzick#smrockstarevent GOOGLE+ RISING SUPERSTAR Google+ is the next HUGE thing for B2B social marketing. #smrockstarevent Here’s a sweet tweet… Source: Compete January, 2013
- 37. @jenniferzick#smrockstarevent SET TO SURPASS FACEBOOK BY 2016
- 41. @jenniferzick#smrockstarevent LET’S BE HONEST…THIS ISN’T EASY.
- 42. 3. CONTENT
- 43. @jenniferzick#smrockstarevent MAGNET 360 CONTENT EVOLUTION CONTENT PUBLISHING TOOL SET METRICS APR 2012 SEP 2013 2014JAN 2013 White Papers Events News Photos Website None Cultural Content Curated Content Employee Blogs Blog Eloqua (limited) Twitter Facebook LinkedIn General Engagement Trends Video Infographics Live Tweeting Presentations Executive Blogs Case Studies Marketo YouTube Pinterest Slideshare Google+ Vine Instagram Individual Activities Content Performance by Piece Webinars Customer Stories Forums Communities Third Party Blogs Campaign Content Performance Leads to Revenue
- 44. @jenniferzick#smrockstarevent CONTENT PLANNING & PRIORITIZATION Corporate Business Plan Annual Marketing Plan • Whitepaper • Related Blogs / Videos / Infographics / Social Posts • Related Content Curated from Other Sources • Related Events (hosted, sponsored, attending, speaking) Monthly Content Plan (Proactive) • Breaking News / Press Releases / Awards • Changing Market Dynamics / Our Perspective • Other Events Opportunistic Content (Reactive) • Culture, Community, Humor etc. Personality / Filler Content
- 46. @jenniferzick#smrockstarevent PAPER. SOMETIMES IT WORKS BEST.
- 47. @jenniferzick#smrockstarevent WE STARTED WITH CATS + CULTURE
- 48. @jenniferzick#smrockstarevent WE ADDED A LITTLE CHARACTER
- 50. @jenniferzick#smrockstarevent WE TOOK MORE PHOTOS
- 51. @jenniferzick#smrockstarevent WE USED OUR OWN MODELS
- 57. @jenniferzick#smrockstarevent WE HAD WAAAAY TOO MUCH FUN
- 58. @jenniferzick#smrockstarevent WE PULLED IT ALL TOGETHER
- 60. @jenniferzick#smrockstarevent WE INVITED THOUGHT LEADERSHIP
- 61. @jenniferzick#smrockstarevent WE INVITED THEM TO LEARN WITH US
- 62. @jenniferzick#smrockstarevent WE INVITED THEM TO JOIN OUR TEAM
- 64. @jenniferzick#smrockstarevent FUNNY THING ABOUT LEADERS…
- 65. @jenniferzick#smrockstarevent THE KEY TO EXECUTIVE ENGAGEMENT
- 66. 6. PROVING VALUE
- 67. @jenniferzick#smrockstarevent MEASURING SOCIAL VALUE Engagement Activity Value
- 68. LESSONS LEARNED
- 69. @jenniferzick#smrockstarevent B2B SOCIAL STRATEGY – LESSONS LEARNED • Identify what different social channels do best, and build a plan around each.Platforms • Hire solid communications pros.Production Team • Start with what you have. Everything you are and do is content.Content • Invite them, teach them, showcase them, reward them. Employee Support • Get everyone else in the conversation, and they will step up to lead. Executive Alignment • The value of Social Media isn’t always in ROI, but in “dollars and sense”.Proving Value
Editor's Notes
- Let me ask you a question: How many of you in this room are CERTAIN that your B2B Social Strategy is effective?
- If measuring ROI for Social has been tricky, take comfort in the fact that you’re not alone.
- Challenge: Today’s buyers are more educated and further down the pipeline than ever before. They’re educated, connected, sharing information. If you’re not part of that conversation via Social, you will lose.
- We have a passion for working with our clients to help them engage with with their audiences to provide meaningful and measurable outcomes.That is the basis for our Mantra: Engagement for Outcomes.
- We have threeuniques that enable our Mantra. If you only remember three things about Magnet 360, remember these three things:We help our clients with Marketing Strategy for B2B and B2C EngagementThrough our Deep Technical Expertise, we map that Strategy to the salesforce.com platform Last, we Drive Competitive Advantage for our Clients Through Iterative DeliveryAny ONE of these items in itself is not unique. But the combination of the three sets us apart in the marketplace.
- One of our Core Values at Magnet 360 is “Client Trust Earned Every Day”. The fact that we have had such high growth is based on the retention of our key customers.We are really fortunate to work with an amazing group of clients.This is not a historical reference, this is our active list of clients that we have been working with in this quarter.
- We currently hold the spot as the #1 fastest-growing privately held business in MN, with 571% growth over three years.
- Though our journey took us through these phases, in this order – each of these steps has had its own lifecycle of evolution, and continues to change and grow.
- The social ecosystem is complex, and changes daily. There is a TON of noise.
- It’s important to understand how social is different between B2B and B2C.B2C leans heavily to Facebook, where people are making personal decisions as consumers of personal products. B2B leans more heavily on LinkedIn and Blogs, where people are making business decisions as consumers of business services or products.Think of B2C as “Speed Dating” and B2B as a “Courtship”. The engagement cycle takes longer. It’s not about an immediate action or transaction, but about establishing deep trust that could lead to a large purchase.
- Facebook allows your business to be available to people ona trusted, popular platform, where prospects cansee “real” people (their friends, family or colleagues) interacting with you and your brand. This sets the stage for you to build stronger, more immediate relationships with them. as of 2011, Twitter had over 200 million registered users and is one of the 10 most popular sites on the Internet – anything but a passing phase. Companies that lack a strategic, lead-generating plan of attack for their Twitter accounts are losing out on access to a huge potential customer base and the opportunity to showcase themselves as social savvy, relevant businesses. Being followed on Twitter is an incredibly strong signal of online affinity for your business. These self-selected prospects are indicating an active interest in your brand and are asking to hear more from you. LinkedIn is the world’s largest professional network on the Internet, with 161 million members in over 200 countries and territories. Part of the reason many B2B marketers miss outon LinkedIn’s potential is that they don’t realize the breadth of information and networking opportunities available. LinkedIn goes beyond just a personal profile and status updates; here’s where you can find additional value: Groups, Content Sharing, Q&A, Company Pages, RecruitmentSlideShare, acquired by LinkedIn in May 2012, isthe world’s largest community for sharing resentations, like PowerPoint, videos and webinars. It boasts 60 million monthly visitors and 130 million page views, making it one of the most visited sites on theweb today. YouTube Video is now an essential part of any successful social marketing and lead generation strategy. Not convinced? According to Forbes, Three-quarters of executives surveyed said they watch work-related videos on business-related websites at least weekly; more than half watch work-related videos on YouTube at least weekly. When optimizing this channel for lead get the first step is to create videos that both entertain and educate. Your goals should be based on increasing awareness, demonstrating products, sharing knowledge, and humanizing the company. The next step is to optimize these videos with targeted keywords giving them a much better chance of reaching page one in Google search. Google+ Google+ is quickly becoming an essential part of any business’ social media strategy. Boasting a cool 90 million users, this is going to grow very quickly as Google is making a Google+ account mandatory for all Gmail users. Google+ is also playing a major role in SEO by making it easier for marketers to show up in search results.
- LinkedIn is the world’s largest professional network on the Internet, with 161 million members in over 200 countries and territories. Part of the reason many B2B marketers miss outon LinkedIn’s potential is that they don’t realize the breadth of information and networking opportunities available. LinkedIn goes beyond just a personal profile and status updates; here’s where you can find additional value: Groups, Content Sharing, Q&A, Company Pages, Recruitment
- LinkedIn is the world’s largest professional network on the Internet, with 161 million members in over 200 countries and territories. Part of the reason many B2B marketers miss outon LinkedIn’s potential is that they don’t realize the breadth of information and networking opportunities available. LinkedIn goes beyond just a personal profile and status updates; here’s where you can find additional value: Groups, Content Sharing, Q&A, Company Pages, Recruitment
- Companies that lack a strategic, lead-generating plan of attack for their Twitter accounts are losing out on access to a huge potential customer base and the opportunity to showcase themselves as social savvy, relevant businesses. Being followed on Twitter is an incredibly strong signal of online affinity for your business. These self-selected prospects are indicating an active interest in your brand and are asking to hear more from you.
- Facebook drives visits, but Twitter outperforms in lead coversion by over 9-to-1.
- Facebook allows your business to be available to people ona trusted, popular platform, where prospects cansee “real” people (their friends, family or colleagues) interacting with you and your brand. This sets the stage for you to build stronger, more immediate relationships with them.
- Facebook allows your business to be available to people ona trusted, popular platform, where prospects cansee “real” people (their friends, family or colleagues) interacting with you and your brand. This sets the stage for you to build stronger, more immediate relationships with them.
- Google+ In a report from earlier this year from GlobalWebIndex, Google+ now has 343 million active users, more than any other social network besides Facebook. Google+ is far ahead of Twitter, and light years ahead of LinkedIn.B2B companies can begin to interact with that individual in other, more personal ways. And this means that, in addition to creating a better communication channel, you can make those users feel like you notice and care about them. For example, by sharing that individual’s content and inviting them to private communities, private events, and private hangouts, you don’t just send them a message; you build and strengthen a relationship. And this is a cornerstone of any marketing mix.
- Google+ In a report from earlier this year from GlobalWebIndex, Google+ now has 343 million active users, more than any other social network besides Facebook. Google+ is far ahead of Twitter, and light years ahead of LinkedIn.B2B companies can begin to interact with that individual in other, more personal ways. And this means that, in addition to creating a better communication channel, you can make those users feel like you notice and care about them. For example, by sharing that individual’s content and inviting them to private communities, private events, and private hangouts, you don’t just send them a message; you build and strengthen a relationship. And this is a cornerstone of any marketing mix.
- Global Web Index, January 2013: Google+, who despite being branded a failure or ghost town by large portions of the media, grew in terms of active usage by 27% to 343m users to become the number 2 social platform.
- Google+ In a report from earlier this year from GlobalWebIndex, Google+ now has 343 million active users, more than any other social network besides Facebook. Google+ is far ahead of Twitter, and light years ahead of LinkedIn.B2B companies can begin to interact with that individual in other, more personal ways. And this means that, in addition to creating a better communication channel, you can make those users feel like you notice and care about them. For example, by sharing that individual’s content and inviting them to private communities, private events, and private hangouts, you don’t just send them a message; you build and strengthen a relationship. And this is a cornerstone of any marketing mix.
- YouTube Video is now an essential part of any successful social marketing and lead generation strategy. Not convinced? According to Forbes, Three-quarters of executives surveyed said they watch work-related videos on business-related websites at least weekly; more than half watch work-related videos on YouTube at least weekly. When optimizing this channel for lead get the first step is to create videos that both entertain and educate. Your goals should be based on increasing awareness, demonstrating products, sharing knowledge, and humanizing the company. The next step is to optimize these
- YouTube Video is now an essential part of any successful social marketing and lead generation strategy. Not convinced? According to Forbes, Three-quarters of executives surveyed said they watch work-related videos on business-related websites at least weekly; more than half watch work-related videos on YouTube at least weekly. When optimizing this channel for lead get the first step is to create videos that both entertain and educate. Your goals should be based on increasing awareness, demonstrating products, sharing knowledge, and humanizing the company. The next step is to optimize these
- MONTHLY CONTENT PLAN: WhitepaperRelated Blogs / Videos / Infographics / Social PostsRelated Content Curated from Other SourcesRelated Events (hosted, sponsored, attending, speaking)
- When they see others participating, they are drawn to lead.
- When they see others participating, they are drawn to lead.