Five Steps to B2B Social Media Marketing Success

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Social media marketing for B2B for UW graduate marketing class.

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Five Steps to B2B Social Media Marketing Success

  1. 1. 1 5 Steps To B2B Social Media Marketing Success @heidimiller heidimillerpresents@gmail.com @spokencomm www.spoken.com
  2. 2. 2 #1 Strategic Plan
  3. 3. Know where you’re going 3 If you don’t know where you’re going, any tool will get you there Goals Objectives Strategies Tactics What are your marketing goals? Increase sales, improve credibility and visibility in the market, raise brand recognition? What are the specific objectives? E.g. grow LinkedIn connections, engage in conversations on Facebook, increase site traffic What is your core strategy? Create thought leadership content, build and engage a niche following, etc. What are the tactics that will help you reach those? E.g. posting daily, including weekends, responding to comments within 6 hours, forming a Twitter team
  4. 4. Top 3 Reasons Brands Use Social Media 4 From UK survey source Creating brand awareness – 83%1 2 3 Encouraging social sharing – 56% Gaining trust – 55%
  5. 5. 5 #2 Build the Right Team
  6. 6. Who Owns Social Media? 6 Marketing, PR, web team, customer service? Source: http://unbounce.com/social-media/b2b-social-media/
  7. 7. 5 Skills That Make a Great Marketer 7 Courtesy Jenny Sussin, Gartner analyst Social dialogue Social dialogue skills to determine acceptable brand cadence, content, and messaging on various social channels Brand communication Brand communication skills to embody a brand personality Communication strategy Communication strategy skills to identify the appropriate social media channels for a brand to be present on Persuasion Persuasion skills to bring complex conversation, seamlessly offline. Management Management skills to maintain and prioritize multiple conversations
  8. 8. 8 #3 Select the Right Tools
  9. 9. 9
  10. 10. Your goals dictate your channels and tools 10 Social for marketing ‣  Identify user generated content ‣  Identify market characteristics ‣  Define campaign success ‣  Research and engage influencers Social for sales ‣  Research prospects ‣  Deliver prospect lists ‣  Identify engagement opportunities Social for service ‣  Service feedback ‣  Cost impact analysis ‣  Measuring customer service process
  11. 11. 11 General Electric on Pinterest
  12. 12. 12 General Electric on Pinterest
  13. 13. 13 Maersk on Instagram
  14. 14. 14 Nike on Google+
  15. 15. Yes, B2B Favors LinkedIn 15
  16. 16. Despite High Usage, B2B Still Unsure 16
  17. 17. 17 “B2B customer service is about the relationship more than the individual transactions.” -- Diane Gordon, Senior Vice President of Customer Care for Brainshark
  18. 18. 18 #4 Embrace Content Marketing
  19. 19. Defining Content Marketing 19
  20. 20. 20
  21. 21. Example: Free White Paper 21
  22. 22. Example: Free White Paper 22
  23. 23. Example: Blog 23
  24. 24. Example: Blog 24
  25. 25. Example: Blog 25
  26. 26. 26 #5 Embrace Partner Amplification
  27. 27. 27 Focus on THEM ‣  Share their posts ‣  Like their photos ‣  Leave comments on their posts ‣  Respond to their comments ‣  Treat them like rock stars Rock star!!
  28. 28. 28 Bonus: HootSuite mini-tutorial
  29. 29. Know where you’re going 29 If you don’t know where you’re going, any tool will get you there Goals Objectives Strategies Tactics What are your marketing goals? Increase sales, improve credibility and visibility in the market, raise brand recognition? What are the specific objectives? E.g. grow LinkedIn connections, engage in conversations on Facebook, increase site traffic What is your core strategy? Create thought leadership content, build and engage a niche following, etc. What are the tactics that will help you reach those? E.g. posting daily, including weekends, responding to comments within 6 hours, forming a Twitter team
  30. 30. Add accounts 30
  31. 31. Invite members and form teams 31
  32. 32. Schedule content according to your content marketing plan 32
  33. 33. Respond 33
  34. 34. Set up reports, evaluate, revise 34
  35. 35. 35 5 Steps To B2B Social Media Marketing Success @heidimiller heidimillerpresents@gmail.com @spokencomm www.spoken.com

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