Colm Hannon is Managing Director at eSocialMedia, a business that provides SME and enterprise level social media consultancy and training to B2B companies. He is also founder and chair of the Digital Leaders Think Tank and The Direct Resourcing Think Tank, peer groups that bring together marketing and recruitment leaders from FTSE 250 companies, and he has spoken for organisations like LinkedIn about how B2B companies should socially interact online with clients and talent. eSocialMedia has an impressive client roster, including Microsoft, Allianz, and Eversheds, and I think Colm will give some examples of how eSocialMedia works with its customers and help them leverage social media channels to support their business goals. What we like about Colm’s approach is how he focuses on the impact that social media interactions can have on the bottom line.Before I had you over to him I wanted to give some context to how we’re going to look at the topic of social media today.
There are some negative connotations that have built up around social media in the business world – a dirty word. Because its hard to succinctly explain these, I’ve taken the easy option and reached for a couple of cartoons.How many have you had conversations that sound a bit like this? It would help if we had a ‘Magnetic Idea’ to build some content around!
And once we’ve got our social media channels established, how pleased are we with the results they generate?
Agenda• Why online social interaction?• How to structure your process• What are SMEs doing?• What are Multinationals doing?• Questions for me
Why Online Social Interaction in B2B?• Your target audience is online• They like to interact with people about things that matter to them• If you do it well you get more meetings and more business• Most competitors are not interacting well online, so there is an opportunity
Benefits of Online Social Interaction• Market intelligence • Build brand and reputation• Product development • Keep in touch with more clients and be front of mind for upsell• Souring prospects opportunities• Competitor analysis • Engage talent and hire directly• Operational efficiency over calls and email • Customer service savings over call centres• Build rapport and relationships online • Faster and cheaper internal and external comms
ListenOther tabsdisplay relevantvideos,conversations Googleand competitor newsmentions summary RSS News feeds Conversations on forums Conversations on blogs
Target• The key to social media conversation is CONTENT• Based on what you have learned from the monitoring define a CONTENT STRATEGY to build a ‘warehouse’ of answers for questions your target audience is asking• Turn this into a CONTENT SCHEDULE so you can produce a variety of blogs, videos, etc over the coming months• Define your TAGGING plan so that this content can be found and spread throughout the social space
EngageStaff should be trained on:• Starting online conversations• Online conversational etiquette• How to seed conversations in various conversational spaces• How to re-use other interesting content• Best practice guides for blogging, tweeting, etc• Using the tools and infrastructure to engage with clients