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7 Steps for B2B Social Media Success


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Struggling to figure out how to get started with social media? Follow these 7 steps to guide your efforts.

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7 Steps for B2B Social Media Success

  1. 1. 7 Steps for B2B Social Media Success Peggy Dau
  2. 2. Leverage Digital Media Solutions to…
  3. 3. 1. Align your strategy
  4. 4. 2. Identify your Customers • Who are your customers? • How will the consume content? • Executives • Online: whitepapers, webinars • Technologists • Device: PC, SmartPhone, iPAD • Generalists • Why do they want the content • Where are your customers they want? physically? • General information • Office • Competitive analysis • On the road • Education • Where are your customers • What kind of information do you socially? need to share with them? • Social networks (LinkedIn, Twitter, • In depth analysis Facebook) • High level overview • Industry sites • Video, Slides, Data, Text • Bloggers • How do they want to interact? • What are their motivations? • Live vs. Offline • Personal education • 1-to-1 vs. 1-to-many vs. many-to- • Professional advancement many
  5. 5. 3. Integrate Your Overall Marketing Strategy Your company
  6. 6. 4. Define Your Social Media Policy Employees What do they want to understand before participating? Executives HR What are their key concerns regarding social Leverage employee code of media? conduct Policy Marketing Legal What & How Align policy with key goals Address confidentiality and Company will proprietary information Enable employee training use social media concerns Define internal communication policy
  7. 7. 5. Train Your Employees • Topics: – Company goals for use of social media – Social Media Policy – Recommended platforms and “handles” – Internal/External resources
  8. 8. 6. Monitor Progress Sentiment Engagement •Buzz •Downloads •Health of Brand •Pass-alongs •Monitor/listen •Registered users •Comments analysis •Social bookmarking •Strong signals •Time spent on site •Subscriptions •embedding Effectiveness Brand Affinity •Conversion rates •Fans •Frequency of •Followers interaction •Friends •Meeting business •Likes objectives and goals •Ratings •What’s working, what’s •Reviews not •Share of voice
  9. 9. 7. Continuously Review, Assess & Revise