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Social Media for B2B Small Business


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Presentation used during the AMA Phoenix presentation on advice for B2B small businesses to use Social Media. Presented by Joseph Manna in Phoenix, Ariz.

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Social Media for B2B Small Business

  1. 1. Social Media for<br />B2B Small Businesses<br />Implementing Social Media<br /> Sustainably & Effectively<br />April 2011<br />@JoeManna<br />
  2. 2. Who am I?<br /><ul><li>Community Manager for Infusionsoft
  3. 3. Leads company in social media activities
  4. 4. Previously, Community Manager @ AOL
  5. 5. Works with tons of small businesses
  6. 6. NOTan expert</li></li></ul><li>Join the discussion on Twitter<br />#amaphx<br />
  7. 7. Agenda<br /><ul><li>The Big Picture
  8. 8. Plan Your Next Twitter Marketing Campaign
  9. 9. Practical Social Media advice for B2Bs
  10. 10. Real-world Challenges & Solutions
  11. 11. Effective v. Sustainable v. Efficient
  12. 12. Case Study: User Generated Content
  13. 13. Measurement
  14. 14. Q&A</li></li></ul><li>I’m not a social media purist. <br />Conversation about my brand turns into<br />Conversion into my brand. <br />Make a difference at the end of the day.<br />Credit:<br />
  15. 15. The Big Picture<br />Content that Engages PeopleDesigned for your target audience<br />Publish Updates that MatterUseful + Interesting<br />Utilize Social in Your BusinessR&D, Competitive Intel, Customer Service, Ideas …<br />Be UniqueOffer proprietary insight no one else does<br />
  16. 16. It’s Not a Twitter Marketing Campaign …<br />
  17. 17. Use social to solve business challenges.<br />
  18. 18. Content<br />Free Reports<br />Whitepapers<br />Company Culture<br />Reaction to Major Events<br />Zig when Competitors Zag<br />Industry Interviews<br />Customer Case Studies<br />Infographics<br />Professional Storytelling<br />Q&A<br />… and much more …<br />
  19. 19. Develop a Content Plan<br />
  20. 20. Use a Cross-Dept. Editorial Calendar<br />(This is where it starts.)<br />Craft content plan around company’s strengths, interests and market needs.<br />
  21. 21. Cross-Dept. Editorial Calendar Example<br />
  22. 22. Quality Content Demands Quality Time<br />
  23. 23. Share Valuable Updates Around the Clock<br />
  24. 24. Blogging<br />“A blog post is like a miniskirt. It has to be short enough to be interesting, but long enough to cover the subject.” @wendymarx<br />
  25. 25. Publish Content Often<br />Publish blogs at least twice a week and be consistent.<br />Post daily updates on Twitter & Facebook.<br />Mediocrity doesn’t earn accolades.<br />
  26. 26. Top Benefits of Blogging<br />TrafficSEOHigher LTV<br />Educated Leads<br />Listening Post<br />Brand Awareness<br />Agile Response<br />Internal Education<br />
  27. 27. Perform Searches that Matter<br />Monitor and engage withindustry movement, competitors and brand mentions.<br />
  28. 28. So Many Tools, So Much Power<br />Cost, Power, Features, Ideal User<br />
  29. 29. Real-world Challenges<br />Lack of executive support<br />Not knowing where to start<br />Not having resources, budget or staff<br />Lack of results<br />
  30. 30. Solutions<br />Lack of executive support<br />Find ONE executive sponsor and share your vision<br />Not knowing where to start<br />Reverse engineer competitors who do social rightMake a realistic, yet ambitious content plan<br />Not having resources, budget or staff<br />Start small - let the results make the case for more $<br />Lack of results<br />Expect nothing – do it for the cause of your company<br />
  31. 31. Effective v. Sustainable v. Efficient<br />Fine print: It takes time - no overnight success here.<br />Effective<br />“Are we getting noticed?”<br />“Are we turning visitors into leads?”<br />Sustainable<br />“Can our efforts scale with the company?”<br />“Can we nurture and do this long-term?”<br />Efficient<br />“Can we produce more content with the same resources?”<br />“Can we empower more people in the business to contribute?”<br />
  32. 32. Case Study: User Generated Content<br />“Biggest Fan Contest”<br />Goals:Generate Positive WOMReward CustomersTry Something New<br />Results:7 videos, 3 comments, 4 FB Posts, 4 blogs65 FB shares, 34 Tweets, 1500 PVs<br />
  33. 33. Case Study: Lessons Learned<br />Manage Expectations & Be Surprised<br />Track Stats – Don’t Obsess<br />Focus on User Benefits v. Prizes<br />Promote it via Customer Marketing<br />Keep it Simple<br />Reward Creativity vs. Lottery<br />Think long-term potentialcase studies, testimonials, brand advocates<br />Have Fun!<br />
  34. 34. Measurement & Analytics<br />Abstract KPIs (requires context)<br />Inbound Mentions<br />Web Analytics<br />SEO Ranking<br />Facebook Insights<br />Related KPIs (no context needed)<br />Customer Service (Sat %, NPS, Cost)<br />Email List & Engagement<br />Cost per Acquisition<br />Customer Lifetime Value<br />Revenue<br />
  35. 35. Q&A<br />Let’s Connect!<br />@JoeManna<br />Email:<br />Blog:<br />InfusionsoftMarketing Automation Software for Small Business<br />@Infusionsoft<br /><br />Web:<br />Blog:<br />
  36. 36. Download the Internet Marketing Guidebook <br />Free 28-page guide<br />Website Optimization<br />Traffic Generation<br />Social Media<br />Email Marketing<br />And more…<br /><br />
  37. 37. Image Credits(Creative Commons-SA)<br /><ul><li>
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  45. 45.</li></ul>Infusionsoft<br />