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B2B Social Media
                  How Social Media Means Business
               (or, this isn’t your teenager’s Facebook account)




Presented by RLF Communications and First Citizens Bank

          Ideas. Strategy. Service.
                  www.rlfcommunications.com
The BIG picture
Why
Social
Media?
of B2B buyers said social media played
a major role in their research when
choosing vendors.
Source: Demand Gen Report B2B Buyer Survey, 2012
of B2B buyers use social media to
follow group discussion threads related
to their vendor research.
Source: Demand Gen Report B2B Buyer Survey, 2012
of B2B buyers connect directly with
potential vendors over social media.

Source: Demand Gen Report B2B Buyer Survey, 2012
Social media’s superpower: The more social
mentions of your brand and your
website, the higher you’ll likely rank in
search results.
Social media
boosts search
results
of B2B buyers said web search
influenced their selection process.

Source: Demand Gen Report B2B Buyer Survey, 2012
These numbers will only go in one
direction over the next few years: Up.
What can
it do for
   me?
1. Boost Your Brand
• Establish and protect your brand online.
• Make your company easier to find online.
• Identify and correct things that threaten
  your brand.
• Turn customers into advocates.
• Position your company as subject experts.
2. Drive Sales
•   Help customers find you.
•   Help you find customers.
•   Generate traffic to your website.
•   Send phone calls to your business.
•   Help people find your location(s).
•   Drive referrals.
•   Help make the sale.
3. Lower Costs
• Customer service after the sale.
• Tech support.
• Research competitors, new potential
  products, new potential services.
• Provide information to clients.
• Reduce other marketing costs.
• Increase efficiency in sales & marketing
  activities.
Can you
measure
 this?
Yes, It’s Measurable
•   Web traffic
•   Numbers of phone calls
•   Reach in your social media channels
•   Activity in your social media channels
•   Cost reductions
•   Sales increases (before social, after social)
•   Search engine rankings
•   Etc.
How do
you create
 a plan?
Elements of a Plan
1. Decide on goals.
2. Determine what to measure.
3. Develop strategy:
   • Sharing useful content?
   • Contests & promotions?
   • Crowdsourcing?
4. Choose platforms (LinkedIn, Twitter,
   etc.)
How do
we get it
all done?
Commitment, Tools
     & Best Practices
•   No. 1: Commit to it!
•   No. 2: Focus!
•   No. 3: Measure, assess & optimize
•   No. 4: Use tools
Free & Cheap Tools
       to Start with
•   Hootsuite
•   Google Alerts
•   Google Analytics
•   Tools built into platforms (ex. Facebook
    Insights)
Takeaways - LinkedIn
• Complete profiles for sales people, key
  employees.
• Complete your company page.
• Share content regularly (original and
  others’).
• Have key people participate in groups
  (build relationships; don’t spam).
• Consider LinkedIn advertising.
Takeaways - Twitter
• Complete your bio and photo.
• Follow people to get followers.
• Use lists to manage followers, target
  subgroups.
• Share content, be helpful, don’t spam.
• Consistency and time are key.
• Lots of tools out there.
Q&A
Get in Touch
RLF Communications               First Citizens Bank
Monty Hagler                     Heather Witt
(336) 553-1801                   Vice President, Manager Retail Banking
mhagler@rlfcommunications.com    heather.witt@firstcitizens.com
                                 (336) 412-4108
Mark Tosczak
(336) 553-1808
mtosczak@rlfcommunications.com
Twitter: marktzk

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B2B Social Media

  • 1. B2B Social Media How Social Media Means Business (or, this isn’t your teenager’s Facebook account) Presented by RLF Communications and First Citizens Bank Ideas. Strategy. Service. www.rlfcommunications.com
  • 3.
  • 5.
  • 6. of B2B buyers said social media played a major role in their research when choosing vendors. Source: Demand Gen Report B2B Buyer Survey, 2012
  • 7. of B2B buyers use social media to follow group discussion threads related to their vendor research. Source: Demand Gen Report B2B Buyer Survey, 2012
  • 8. of B2B buyers connect directly with potential vendors over social media. Source: Demand Gen Report B2B Buyer Survey, 2012
  • 9. Social media’s superpower: The more social mentions of your brand and your website, the higher you’ll likely rank in search results. Social media boosts search results
  • 10. of B2B buyers said web search influenced their selection process. Source: Demand Gen Report B2B Buyer Survey, 2012
  • 11. These numbers will only go in one direction over the next few years: Up.
  • 12. What can it do for me?
  • 13. 1. Boost Your Brand • Establish and protect your brand online. • Make your company easier to find online. • Identify and correct things that threaten your brand. • Turn customers into advocates. • Position your company as subject experts.
  • 14. 2. Drive Sales • Help customers find you. • Help you find customers. • Generate traffic to your website. • Send phone calls to your business. • Help people find your location(s). • Drive referrals. • Help make the sale.
  • 15. 3. Lower Costs • Customer service after the sale. • Tech support. • Research competitors, new potential products, new potential services. • Provide information to clients. • Reduce other marketing costs. • Increase efficiency in sales & marketing activities.
  • 17. Yes, It’s Measurable • Web traffic • Numbers of phone calls • Reach in your social media channels • Activity in your social media channels • Cost reductions • Sales increases (before social, after social) • Search engine rankings • Etc.
  • 18. How do you create a plan?
  • 19. Elements of a Plan 1. Decide on goals. 2. Determine what to measure. 3. Develop strategy: • Sharing useful content? • Contests & promotions? • Crowdsourcing? 4. Choose platforms (LinkedIn, Twitter, etc.)
  • 20. How do we get it all done?
  • 21. Commitment, Tools & Best Practices • No. 1: Commit to it! • No. 2: Focus! • No. 3: Measure, assess & optimize • No. 4: Use tools
  • 22. Free & Cheap Tools to Start with • Hootsuite • Google Alerts • Google Analytics • Tools built into platforms (ex. Facebook Insights)
  • 23.
  • 24.
  • 25. Takeaways - LinkedIn • Complete profiles for sales people, key employees. • Complete your company page. • Share content regularly (original and others’). • Have key people participate in groups (build relationships; don’t spam). • Consider LinkedIn advertising.
  • 26. Takeaways - Twitter • Complete your bio and photo. • Follow people to get followers. • Use lists to manage followers, target subgroups. • Share content, be helpful, don’t spam. • Consistency and time are key. • Lots of tools out there.
  • 27. Q&A
  • 28. Get in Touch RLF Communications First Citizens Bank Monty Hagler Heather Witt (336) 553-1801 Vice President, Manager Retail Banking mhagler@rlfcommunications.com heather.witt@firstcitizens.com (336) 412-4108 Mark Tosczak (336) 553-1808 mtosczak@rlfcommunications.com Twitter: marktzk

Editor's Notes

  1. This 1953 episode of I Love Lucy – “Lucy Goes to the Hospital” is one of the highest rated TV shows ever, getting more than 70% of U.S. TV viewing households tuning in.The Super Bowl this year got about 46% - which still made it one of the most watched telecasts in U.S. television history.Mass media is gone. Our communication channels have been fragmented.Now we think about five kinds of media.
  2. No. 1: Commit to it!Whether internal or external, you’ve got to find the resources.time (people), skills/expertise, ToolsReasonable, measurable goalsA chance for it to work (6 months – 1 year)Amount of resources and types of resources will depend on your strategyNo. 2: Focus!Better to pick one or two platforms that make sense and do them well than try to be on every platformHave a strategy and execute it consistently over timeNo. 3: Measure, assess and optimizeMeasure and learn from the results – what’s working, what’s notSeek to improve over timeNo. 4: Use toolsLots of different tools for managing and measuring social mediaRange from free/very cheap to hundreds or thousands of dollars/monthUsually with more expensive tools your trading money for time (you can do the same things without these expensive tools, but it might take you more hours – key is understanding the relative costs)