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Social Media Strategies for B2B and B2C

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Deep dive study of popular social media strategies

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Social Media Strategies for B2B and B2C

  1. 1. Social Media Strategies for B2B and B2C (Organic and Paid)
  2. 2. Assessment Objective 1. To formulate strategies for B2B and B2C space to increase the follower/user base and get potential leads by using both Paid and organic strategies 1. To better understand the market and different Social Media Marketing techniques so that we can cash on them both organically and by paid methods to get ahead of competition and build a stronger Social Media base 1. To formulate content strategies and themes for both B2B and B2C marketing space 1 2 3
  3. 3. B2B Social Media Strategies-Organic Approach Key Question 1
  4. 4. Social Media Strategies- Organic Approach  For Organic social media plan, we can cover all channels of Borderless Access, as every channel can play a vital role in some way or the other in bringing in business to the company  Different themes can be used for social media promotions along with the regular internal content. Some popular themes that help gaining followers or help enhancing engagement in B2B atmosphere are Technology Advancements, Digital Marketing, the numerictips to grow your business, etc.  Ideal content should :  Inform  Educate  Solves Problems  Entertains  Some types of content which we can bring in play are – Videos, PPT, Images, Text Content (eBooks, Newsletter, Case-Studies, etc), Infographics, Blogs  Following one-third rule should be kept in mind while formulating a content strategy  ⅓ of content promotes business and converts audience  ⅓ of content shares ideas and stories from thought leaders  ⅓ is original brand content  Blogs related to Health-Wellness, Latest Technology Trends, Mobile, Travel, Automobile, Finance, Market research, Secondary research would bring more traffic. Also, these are the niche areas for the company. Hence, these would further build stronger B2B relations. So, I would create blogs related to these fields in addition to environmental issues, as it showcases a company’s goodwill and contribution towards the nature
  5. 5. Social Media Plan for a Month  To start with the plan and calendar, we need to scan every channel for good social media habits for each channel. Like Bio, Images, etc  Social Media plan would focus on follower gain, improved engagement and Lead generation via organic ways  A mix of various content types can be promoted across different channels across different geographies Date Content Type Topic Link Author Facebook Twitter LinkedIn Google+ 1-Jun Blog post 1-Jun Picture 2-Jun Promotion 2-Jun White-Papers 3-Jun Third-party post 3-Jun Infographics 4-Jun Slideshare Presentations 4-Jun Case-Studies 5-Jun Videos 5-Jun Picture 6-Jun Promotion 6-Jun White-Papers Note: Complete calendar attached
  6. 6. Organic Lead Generation  Making social media part of the B2B marketing strategy can be a challenge. One notable use of this channel is lead generation, which can be done effectively when connecting social media with an overall content marketing strategy  With one single tweet/post you can reach out to individual as well as brands  Since 2010, social media has been emerging channel for Lead generation  Compared to outbound social media has 100% higher lead-to-close rate  20% of the business users have replaced e-mail with social networking sites as their primary mode of interpersonal communication  83% of the marketers invest in social media to increase brand exposure  Social media helps : • improve search results • Increase the amount of inbound sales • Increase page rank • Influences organic SEO • Influences keywords
  7. 7. Organic Lead Generation_Process Map Landing Page Analysis of users/followers Convert leads into Clients Attractive & descriptive landing pages Analysis & filtering of engagement from social media channels to identify potential leads Eye catchy promotion content for different social media platforms with PCLW attached (not always) Twitter  Free Twitter Lead generation cards (Standard way)  Relevant hashtag usage  Follower analysis to capture influencers & follow them, then promote content again  Tweet multiple times based on the audience time zone (considering Twitter is a fast moving stream)  Usage of Tweet-pics to highlight the key points in a visually appealing format  Hosting Webinars and Live Tweeting pointers  Create a CTA in your Bio  Create a CTA in your Twitter Background  Tweet Email-Gated Calls to Action Channel Strategy Pre- requisite Channels Strategy LinkedIn  Targeted posts (Geography, industry, language, etc)  Prove expertise through your content.  Research your prospects.  Join groups where your customers hang out.  Market yourself and stay aggressive.  Create an editorial calendar.  Mention influencers.  Appealing creative which can replace the default preview in the post or can be used as the image upload  Promotion of SlideShare decks on LinkedIn helps improve traffic both on LinkedIn and SlideShare Facebook  Posts with a casual tone to get user attention  Promoting Content wherein thought-leaders can express their views. Like a common discussion on latest Research Technique  Use of appealing visual creative  Ask user opinion on the report  Use Calls-to-Action in Cover Photos  Include Links in Captions  Host a Facebook Chat  Make Facebook Events for Webinars  Build Forms on Tabs  Use of appealing visual creative
  8. 8. B2B Social Media Strategies-Paid Approach Key Question 2
  9. 9. Paid Media Strategies  Audience in our Paid campaign would be the geographies(US, Europe, APAC, ME) where Borderless access functions, the areas of interest could be targeted as well. We can target company size range of 201-500 to 10,001+  Targeting audience in Paid atmosphere is the key in getting genuine leads  With paid social, you have the opportunity to pay for traffic and clicks right away. And if you do well to target your target audience on the right channels you can build your audience with advertising to supplement your organic efforts.  With a budget of $5K, which is considered an industry average, we need to plan tactfully to get our desired number of leads or even more  LinkedIn serves as the most trusted channel for B2B marketing. Hence, we would be spending majority of our budget on it. The CPC or PPC technique is preferred over CPM as here we actually pay for actions and there more chances of getting a potential lead  Other Two channels which I would like to involve would be Facebook and Twitter as they are cost effective and have higher user base. Hence it increases the chances of getting a potential lead as compared to other social channels. However, even YouTube and Google+ can prove to be other channels of importance  Paid media is a good way to promote content in order to drive earned media, as well as direct traffic to owned media properties. Paying to promote content can help get the ball rolling and create more exposure. Social Media sites like Facebook, Twitter and LinkedIn offer advertising that could potentially help boost your content as well as your website. Another way to gain more exposure for your content is to pay influencers to tweet or share your links, impacting the reach and recognition your pieces receive. Using retargeting, Pay Per Click and display ads is an effective and more direct way to drive searchers to your owned media sites like your website, to help increase traffic and/or conversion Categories Estimated Expenditure Visuals (Designs/graphics/visuals) $100 LinkedIn $2000 Facebook $1500 Twitter $1000 Sceduling (Hootsuite) $104
  10. 10. Paid Social Media Strategies Audience Targeting Call-to-Action Streamlined Ad Buying Promos and Contest LinkedIn Ads Sponsored Updates Content and display ads Sponsored InMail Promoted Tweets and Accounts Lead-Generation Cards Keyword Targeting TV Targeting  Advertising techniques to be used are Cost Per Click, Cost Per Impression, Cost Through Rate, Cost Per Lead  Daily$1 on Facebook can grow audience by 4,000  A dollar per day on Twitter can result in higher click rate as well  LinkedIn CPM or CPC bid minimum is $2. CPC would be preferred for businesses as it helps you spend money for actual action done on the post or ad
  11. 11. Innovation in B2C Social Media Marketing Key Question 3
  12. 12. B2C Social Media Strategies-Organic Approach Key Question 4
  13. 13. Social Media Strategies-Organic Approach  B2C companies should focus heavily on blog content. It’s important to think about how shareable a post will be when writing blog content.  B2C marketers can leverage the amazing viral effect of visual content as well. Creating entertaining videos, distributed through YouTube or other channels, is an excellent way to do this.  Content has evolved. Now the messaging within a social post itself is a type of content marketing. It’s important that this type of content is well thought out, specifically in terms of who the target audience is. As such, social content for B2C marketers should be more casual – including humor and even risque’ banter works as well.  Infographics form an important aspect of B2C marketing  Infographic, Blogs, Newsletters, Illustrations/Photos, Mobile Apps, Videos, Online Presentation, Microsites and Webinars are examples of some of the content themes we can use  Blogs related Health-Wellness, Latest Technology Trends, Food, Environment, How-to-guides can bring more user attention.
  14. 14. Date Content Type Topic Link Author Facebook Twitter LinkedIn Google+ 1-Jun Infographic 1-Jun Blogs 2-Jun Newsletters 2-Jun Illustrations/Photos 3-Jun Mobile Apps 3-Jun Videos 4-Jun Online Presentation 4-Jun Microsites 5-Jun Webinars 5-Jun Quizes 6-Jun Take up the survey posts 6-Jun Third Party promotion Social Media Plan for a Month  B2C content marketing covers the methods and best practices used to promote products and services among consumers through the use of useful and engaging content.  B2C helps end consumers seek a specific solution to their problems increasing their interest in company’s products  B2C content marketing shortens the sales cycle as it removes the interference of intermediates  A mix of various content types can be promoted across different channels across different geographies Note: Complete calendar attached
  15. 15. Organic Lead Generation  The ultimate goal of B2C content marketing is to capture leads, nurture and convert prospects to loyal and repeat customers.  To achieve success in B2C social media marketing space, we need to identify consumer goals(here panel station), then formulate strategies to achieve these goals. Then we need to identify and determine the success factors. Facebook: The gold standard for B2C social media marketing; it remains a staple of any effective B2C social media strategy. Facebook, for B2C, is an amazing tool for community engagement, customer support, and promotion Twitter: Twitter is one of the only “open” social networks. This means that any tweet you create can be seen by anyone. However, it is important to understand how to make sure your tweets are getting the most visibility possible. Make sure to research hashtags, come up with creative campaigns, and engage with well known people in your field. Don’t forget to engage with your community on a regular basis as well! Instagram: Visual content is an incredibly effective tool for B2C marketers. Instagram, as a social network focused on pictures, can be used to give a personal face to your company. Take pictures in the office and post them on a regular basis. Selfies are always a good choice YouTube: Video content is one of the best ways to capture your audience’s attention. Creating fun videos is something all B2C marketers should focus on. While production value is important, there certainly is value to a less polished video – it gives your company more personality Best Social Media Channels for B2C
  16. 16. Organic Lead Generation_Process Map Landing Page Consistent communication with the lead to turn them into a panelist Convert leads into Panelists Attractive & descriptive landing pages with PCLW attached Free videos, demos, surveys Analyzing engagement received to identify potential lead Explore how panels use social media. Define target audience. Share your market research, lead generation, customer loyalty, and customer feedback surveys there Twitter  Create a CTA in your Bio  Create a CTA in your Twitter Background  Tweet Email-Gated Calls to Action  Keep hashtags to a minimum in lead-gen tweets.  Space out the link and image in lead-gen tweets.  Follow up with the leads you generate quickly. Channel Strategy Pre- requisite Channels Strategy Facebook  Use Calls-to-Action in Cover Photos  Include Links in Captions  Host a Facebook Chat  Make Facebook Events for Webinars  Build Forms on Tabs  Use of appealing visual creative  Ask user opinion on the post/report  Quiz posts  Interact and Reciprocate  Post Quality Content on Your Profile, Pages and Groups YouTube  Targeted posts (Geography, industry, language, etc)  Customized preview with attention grabbing headline and description  Appealing creative which can replace the default preview in the post or can be used as the image upload  Promotion of Slideshare decks on LinkedIn helps improve traffic both on LinkedIn and SlideShare  Join groups/create groups
  17. 17. B2C Social Media Strategies-Paid Approach Key Question 5
  18. 18. Paid Media Strategies  A through research to determine the potential panel communities or panellists can give an idea or help formulate a strategy for our audience. Furthermore we can dig deeper into the desired geographic areas and target the consumers in that direction.  Various Paid strategies can come into play apart from the regular Social Media ads. Some of these would include Contents/quiz with give- aways, webinars, Polls with prizes  Social Media Channel-wise Facebook plays a vital role in B2C space. Hence, our strategies would many focus on this channel. Followed by Twitter, YouTube and LinkedIn  Other techniques which can come handy are: Distributing audience surveys in-store, via email, and on social media and offering an incentive for completion of the survey like a discount Categories Estimated Expenditure Visuals (Designs/graphics/visuals) $100 Facebook $2000 Twitter $1500 YouTube $1000 LinkedIn $700 Contest/Quiz $500 Sceduling (Hootsuite) $104
  19. 19. Paid Social Media Strategies Audience Targeting Call-to-Action Streamlined Ad Buying Promos and Contest Gated YT videos, Playlists YT Ads – Display, Overlay,etc Strong CTA for users to subscribe Can be linked to other social media channels LinkedIn Targeting LinkedIn Ads Sponsored Updates Content and display ads Sponsored InMail Promoted Tweets and Accounts Lead-Generation Cards Keyword Targeting TV Targeting  Advertising techniques to be used are Cost Per Click, Cost Per Impression, Cost Through Rate, Cost Per Lead  Daily$1 on Facebook can grow audience by 4,000  A dollar per day on Twitter can result in higher click rate as well  LinkedIn CPM or CPC bid minimum is $2. CPC would be preferred for businesses as it helps you spend money for actual action done on the post or ad
  20. 20. Innovation in B2C Social Media Marketing Key Question 6
  21. 21. Conversion Metrics Some of the popular conversion metrics that can be incorporated in the plan are:  Impression: from social media platforms  Website Visit: unique visitor to the through social media content promotion  Calculation of Amplification, conversion, applause rate from social media promotions  Referral Traffic: to view the amount of referral  Advanced Traffic Segments allow you to break out your analytics data by individual traffic source. As an example, by creating a segment that looks at the on-site activities of your Facebook visitors, you can split up your Goals data to determine which social sites are sending you the most eventual conversional traffic your website receives from social networking sites Awareness Trigger Search/Engage Consider Buy Cost Per impression Cost Per Click Cost Per Engagement Cost Per Lead Cost Per Sale
  22. 22. Few Other Popular Strategies to Increase Follower or User Base Organically  Tweeting links to your content directly to influencers  Retweet/share content of your clients and also others, which are relevant to your services  Asking influencers (with whom you already have a relationship) to tweet your content to their followers  When you post a link to content on your Facebook page, tag relevant influencers  Post your content in relevant groups and communities in LinkedIn, Facebook & Google Groups  Answer questions relevant to your industry/product in Quora  Consistent analysis of Amplification, Applause and Conversion rate from the content promoted to determine the rate of success  Guest Blogging: Positions you company as an authority and well-known name in the industry  Attaching PCLW wherever possible in our promotion posts/updates
  23. 23. Twitter  Add a call to action: The easiest way to get people to click on a link? Just ask them. Even a simple call to action such as “Click Here” increases the likelihood of people clicking on a link.  Include images: Like Facebook, Twitter is prioritizing visuals, and it now shows previews of tweeted photos directly in the Twitter stream. Vine Videos are great source  Be human: The brands that comment on real-time events like the rest of us would get the most followers.  Post at the right time: Click-through rate for tweets on weekends to be higher than those posted Monday through Thursday. Also, tweet in the afternoon instead of the morning. LinkedIn  Company Pages: The most effective way to guarantee an audience for your content is to get LinkedIn users to follow your Company Page.  Admins can also ask to receive Trending Topics  The best times to post to LinkedIn are at the start and end of the professional work day, when people are most likely to check the platform. This means 7am to 9am, and 5pm to 6pm.  Company Page admins have access to LinkedIn Analytics, which provides stats on the most engaging posts, the demographics of followers, and performance of competitor brands' pages. Facebook  Track posts' performance: Track page posts using Facebook's Page Insights feature. The tool now offers even more insights into how audiences are consuming your posts, with stats on engagement, reach, and demographics.  Pictures are better than text: Not all Page posts are created equal. With a move to becoming more visually engaging and mobile friendly, Facebook ranks posts with images higher than plain text posts in its News Feed algorithm.  Post about trending topics: It's a great opportunity for marketers to identify and participate in topics that are trending in the moment, either through promoting their own relevant blog posts or simple status updates.  Add and track links: Posts with links are also more engaging than status updates with just text in them. Add links to blog posts, microsites or interesting news articles.  Tag other pages in posts: Try to tag other Facebook pages in them. This could include official Facebook pages for celebrities, TV shows, sports teams, or even other brands. Content Tips for Different Social Media Channels
  24. 24. SM Best Practices  Publish a clear posting policy. State what is and is not allowed. Then back it up with consistent, judicial management.  Answer anyone with legitimate questions or concerns  Don’t use auto post tools (this can backfire in relation to breaking news)  Monitor all mentions of brand  Facebook response time = 2 hours, Twitter = 30 minutes  Do NOT delete comments unless they clearly violate posting policy, and make sure to post reference to the specific policy violated.  Be very selective about what you post. All posts must provide some benefit or value.  Do not post more than 1 time per day (unless breaking news)  Keep abreast of social media industry trends through regular use of pubs like Mashable  Pay attention to most popular content  Act as an agnostic gate keeper (not a biased dictator) SM Conversion Tactics  Explicit calls-to-action (make instructions dummy proof)  Do not use CTAs too often  Peak engagement phase is immediately after someone takes action (ask for follow up sharing of what they did)  Replicate all requests within Facebook (use CMS API tech). People usually want to stay in Facebook. However, also give them the option of going to your website (for security perceptions).  Answer/Thank everyone that acts or asks a question (this can be automated)  Monitor with TweetDeck or Google Alerts (free) or purchase social CRM (SmallAct or SpredFast)  Facebook ads can be targeted (and you can set it to be charged only when clicked, similar to PPC advertising)  Close the loop: Tell users what their actions meant (once campaigns are finished)  Track and report on actions that allow you to make effective adjustments  Make “it” about the user (put things from their perspective)  Where applicable, target local subsets of users with content specific to that audience
  25. 25. Overview 1. B2B and B2C both act differently as well as in similar fashion when it comes to social media marketing. 2. There is a very fine line which is very important. B2B is more serious space whereas we can experiment and have a casual approach in B2C marketing. 3. For social media marketing by organic ways , we should use all our channels keeping our favorites as Facebook, Twitter, LinkedIn and YouTube. Every channel can add value in one way or the other. 4. Where as when it comes to paid marketing, selected channels are used as we have limited budget. While LinkedIn, Facebook, Twitter are major channels for B2B paid marketing with LinkedIn being on top, for B2C paid marketing the channels which play a vital role are mainly Facebook, Twitter, YouTube and LinkedIn, with Facebook being a favorite with higher user base. 5. Hence, we need to carefully formulate strategies for both B2B and B2C environment by keeping a good mix of both Paid and Organic marketing approach.
  26. 26. Thank You

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