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How to design you b2 b social program
1. How to Effectively Design and Execute Your
B2B Social Media Program
Todd Wilms
Sr Director, Social Media Audience Marketing
2. Recap:
Run your program
1. Know who you are,
2. Know what you are going after,
3. Know where they are,
4. Know “how you know,”
5. Know that social may (or may not) be the answer,
6. Know you are in for the long haul,
7. Know to keep everyone engaged, and
8. – 10. Lastly, do it, do it well, but don’t be afraid to try something new
3. Email in 72 hours:
Toddwilms.com
Twitter: @toddmwilms
Personal Blog:
www.Forbes.blogs.com/sap/todd-wilms
5. #1 Know Thyself: Questions to Ask
Questions:
1. Who are we . . . Really?
2. What do we want to accomplish?
3. What do we want other to think about us?
4. . . . .
Goal:
Get an accurate assessment of who you are and what you are (realistically)
trying to accomplish
12. #3: Find your Audience: Case Study
1: ID the Players 2: Know the Players 3: Pick the Players
• Crowded space
CxO • Distrustful
Develop content to
• Right-hand person influence the influencers
Exec • Chosen Discipline Smart content for smart
people looking to get
smarter
• Looking to move up
Gain trust
Mgmnt. • Chosen Discipline “Good nose for manure”
• Looking for content/information
SME • Driven by being “smarter”
• May (or may not) be interested
Staffers • “Muddled” Masses
13. #3: Find your Audience: Bootstrap Listening
Recipe for Finding an Audience:
• 3-4 eager people • Whiteboard or similar
• Internet Access • Keywords and Personas
Sprint Model (30-45 min)
1. Google: first keywords / products, assess ranking/competitors
2. Adjust keywords, sprint into social channels
3. Regroup, share insights (keywords, competitors, influencers, etc.)
Assess:
• Keywords: What are the keywords that best work for your solution.
Will help with SEO later.
• Communities: What groups are out there
(LinkedIn, Facebook, Blogs, etc.)
• Influencers: Who are they and where do they hang out. Go there.
• Wikipedia: Often forgotten and used ineffectively
15. #4: Measurements: Before you start . . .
Two reasons:
1: You have to define success
2: You may not be able (or easily able) to measure
16. #5 Social Media is not free . . . and may not be your
answer
17. #5 Social Media is not free
“Social Media is not the cure for every problem
without a budget”
Social Media is a Marketing Channel:
Treat is just like any other - it has a cost/benefit analysis
19. #6: Sustain: Case Study
Lord Voldemort Program CFOKnowledge.com
1. Slick site 1. Hidden in plain site
2. A blog a day . . . . 2. 6 month calendar
3. Day 30, layer in video 3. Stockpile of content
4. Day 60, no videos, no new blogs, 4. Stuck to schedule
5. No site 5. Now on year 3
6. Fastest growing community at SAP
Learning: Learning:
Scaling too quickly led to implosion Plan for the long haul and you may get
there
21. #7:Sell Internally: Disillusionment vs. Enlightenment
Production
ToD
ToE
Time
ToD – easy to lose enthusiasm if you don’t see “results”
ToE – easy to stay enthused and engage if you get feedback
26. Recap:
Run your program
1. Know who you are,
2. Know what you are going after,
3. Know where they are,
4. Know “how you know,”
5. Know that social may (or may not) be the answer,
6. Know you are in for the long haul,
7. Know to keep everyone engaged, and
8. – 10. Lastly, do it, do it well, but don’t be afraid to try something new
27. Email in 72 hours:
Toddwilms.com
Twitter: @toddmwilms
Personal Blog:
www.Forbes.blogs.com/sap/todd-wilms
Editor's Notes
B-2-C is personalB-2-B is not, it is people yes, but not personalSounds obvious so people skip this step and jump to tacticsExample: not the best known, so let’s focus on thought leadershipDefine who you are and what you really want to accomplish
B-2-C is personalB-2-B is not, it is people yes, but not personalSounds obvious so people skip this step and jump to tacticsExample: not the best known, so let’s focus on thought leadershipDefine who you are and what you really want to accomplish
Don’t think tactics, think goalsWho, What, Where, WhenSAP FrameworkGo after the right group by imagine perfect person in cocktail party – create that personaExample: Everyone going after CxO, we will go after Dir/VP, LE, English Speaking
Don’t think tactics, think goalsWho, What, Where, WhenSAP FrameworkGo after the right group by imagine perfect person in cocktail party – create that personaExample: Everyone going after CxO, we will go after Dir/VP, LE, English Speaking
Don’t think tactics, think goalsWho, What, Where, WhenSAP FrameworkGo after the right group by imagine perfect person in cocktail party – create that personaExample: Everyone going after CxO, we will go after Dir/VP, LE, English Speaking
Don’t think tactics, think goalsWho, What, Where, WhenSAP FrameworkGo after the right group by imagine perfect person in cocktail party – create that personaExample: Everyone going after CxO, we will go after Dir/VP, LE, English Speaking
One Word: Empathy - What do they want from me?Dating analogy – I know who I want, now what makes me attractiveExample: Baseball messages worked in the US, but failed overseasStudy: People at this level were there for a reason and wanted to move upTargeted content to this level, demystifying complex topicsLonger listening process, but worksheet here
One Word: Empathy - What do they want from me?Dating analogy – I know who I want, now what makes me attractiveExample: Baseball messages worked in the US, but failed overseasStudy: People at this level were there for a reason and wanted to move upTargeted content to this level, demystifying complex topicsLonger listening process, but worksheet here
One Word: Empathy - What do they want from me?Dating analogy – I know who I want, now what makes me attractiveExample: Baseball messages worked in the US, but failed overseasStudy: People at this level were there for a reason and wanted to move upTargeted content to this level, demystifying complex topicsLonger listening process, but worksheet here
One Word: Empathy - What do they want from me?Dating analogy – I know who I want, now what makes me attractiveExample: Baseball messages worked in the US, but failed overseasStudy: People at this level were there for a reason and wanted to move upTargeted content to this level, demystifying complex topicsLonger listening process, but worksheet here
First reason – know what to call successSecond reason – harder . . .With SM being so new, it is hard to find tools to accurately measureExample: Want to see how my blog drives revenue? If rev important, does your program make sense?Start at the end; make sure you can measure it, before you deploy it.
First reason – know what to call successSecond reason – harder . . .With SM being so new, it is hard to find tools to accurately measureExample: Want to see how my blog drives revenue? If rev important, does your program make sense?Start at the end; make sure you can measure it, before you deploy it.
Example: X thousand for a one-time event, no people to help. Answer – emailFamily reunion example“Social media is not a cure for every problem without a budget”Know where social fits into your mix
Example: X thousand for a one-time event, no people to help. Answer – emailFamily reunion example“Social media is not a cure for every problem without a budget”Know where social fits into your mix
Don’t let early success fool you; can you sustain what you are doing over timeNext section – talks about keeping enthusiasm highBlogger training at TLA Company: write 10 before you post 1Reason there are not more and better programs out there is not lack of vision, it is “sustained execution
Don’t let early success fool you; can you sustain what you are doing over timeNext section – talks about keeping enthusiasm highBlogger training at TLA Company: write 10 before you post 1Reason there are not more and better programs out there is not lack of vision, it is “sustained execution
Sell to your team – your contributors. Keep them engagedEarly reporting keeps them engagedStudy: CRM Team and Dashboards: Engagement means “Empathy”Result: Do these calls or get out your pom-poms and start cheerleadingSell Up: avoid the one-way begging conversationGet them involved, let them think this their idea
Sell to your team – your contributors. Keep them engagedEarly reporting keeps them engagedStudy: CRM Team and Dashboards: Engagement means “Empathy”Result: Do these calls or get out your pom-poms and start cheerleadingSell Up: avoid the one-way begging conversationGet them involved, let them think this their idea
Sell to your team – your contributors. Keep them engagedEarly reporting keeps them engagedStudy: CRM Team and Dashboards: Engagement means “Empathy”Result: Do these calls or get out your pom-poms and start cheerleadingSell Up: avoid the one-way begging conversationGet them involved, let them think this their idea
You cannot plough a field by turning it over in your mind. – AnonymousThe only way you are going to get in there and do this is to do it. Even if you are managing a program, you have to . . . have to . . . have to take a turn at doing everything you ask your team to do. You should try to build your bench by having team members take different roles. I am more of a writer, but I take roles reviewing metrics, community managing, creating video content, etc. because I need to know how to do these if I am going to help run these programs.
We are what we repeatedly do. Excellence, therefore, is not an act but a habit. – AristotleTry everything, but pick your battles and do that really well. This is both personal and for your program. My boss, the CMO of SAP, told me the following: it took 1 year before his blog – written every Sunday for 52 weeks, received 1000 views per month at the end of the year. Year two, (he missed posting Christmas week) 2000 views per month. Year three, 4000 per month. He is now around 8,000 per month. He is a good writer, but excellence for him is a habit – something you do continuously.
Take calculated risks. That is quite different from being rash. – George S PattonNothing like ending on a Patton quote . . . The great thing about social media – it is the Marketing Hinterland. Unlike other marketing channels, your ability for true exploration and experimentation is wide open. Take some calculated risks. Get in there and mix it up. This doesn’t mean jumping in without a plan, or being rash
