B2B marketers are charged with finding the needle in the haystack: reaching narrow swaths of an ever-growing pool of social media users. In this session, learn how marketers are using social media to engage their ideal and existing customers using a paid and organic B2B social strategy. Key Takeaways: Master B2B Social Best PracticesLearn Paid and Organic Social StrategyGrasp Setting KPIs and Meeting ROI

1. MASTER
CLASS
Matt Hensler
VICE PRESIDENT, SOCIAL & DIGITAL INTEGRATION
COLINKURTIS ADVERTISING
Best Practices for
Using Social in Your
B2B Marketing
HONOLULU, HI ~ JULY 14 - 15, 2022
DIGIMARCONHAWAII.COM | #DigiMarConHawaii
DIGIMARCONPACIFIC.COM | #DigiMarConPacific

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M E E T M A T T
MEET
MATT
HENSLER
M A T T H E N S L E R
V I C E P R E S I D E N T ,
D I G I T A L I N T E G R A T I O N

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B 2 B S O C I A L B E S T P R A C T I C E S

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GOAL
OF SOCIAL
B 2 B S O C I A L B E S T P R A C T I C E S
Social media should build a community to share the brand
story and connect with brand + employee advocates.
BUILD
Each client should have a conversion goal whether
it is engagement on social (likes, comments, shares),
web traffic, or a purchase.
DRIVE
Social media is crucial for driving web traffic
or collecting leads natively through LinkedIn for
potential customers.
LEAD

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SOCIAL
VOICE
B 2 B S O C I A L B E S T P R A C T I C E S
PERSONALITY
• Friendly
• Funny
• Adventurous
• Whimsical
• Helpful
LANGUAGE
• Simple
• Jargon-Free
• First-Person
TONE
• Informal
• Personal
• Honest
• Direct
• Humble
LANGUAGE
• Engage
• Inform
• Entertain
• Sell

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CONTENT
VERTICLES
B 2 B S O C I A L B E S T P R A C T I C E S
Content to reinforce the brand identity.
BRAND EQUITY
Develop campaigns to evoke emotions that leave a lasting impression.
PROMOTIONAL
Curate user-generated content.
BRAND ADVOCATES
Focus on products and conversions to share fan-love
and drive excitement.
PRODUCT

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HASHTAGS &
SOCIAL
LISTENING
B 2 B S O C I A L B E S T P R A C T I C E S
• Identify brand and customers’ product mentions
• Subscribe to hashtags to follow industry conversations
SOCIAL MEDIA MONITORING
• Identify tone of social media mentions
• Analyze a monthly report addressing social activity
• Conduct social competitive analysis
• Build FAQs for social media, press and brand responses
SOCIAL MEDIA SENTIMENT

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COMMUNITY
& REPUTATION
MANAGEMENT
B 2 B S O C I A L B E S T P R A C T I C E S
Like and respond, if needed, within 24 business hours.
+ POSITIVE COMMENTS
Address the comment, honestly and politely. Apologize, when
necessary, and use an empathetic tone.
- NEGATIVE RESPONSE
Direct to Private Message. Don’t keep the conversation going on public
forums. Move them to DM/PM instead.
--- REPEAT NEGATIVE COMMENTS
If any follower is harassing another social media user, an employee
or partner, suggest BLOCK/BAN USER.
X HARASSMENT

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KPIs
B 2 B S O C I A L B E S T P R A C T I C E S
AUDIENCE GROWTH
Total followers and by outlet
PERSONALITY
Total engagement, including reactions & clicks
CLICKS
Includes total clicks, on social and web visits
LEADS
Numbers of form submissions
+323%
SUBMIT

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GOAL
SETTING
B 2 B S O C I A L B E S T P R A C T I C E S
New Follower Growth (%)
Impression Growth (%)
Engagement Growth (%)
Clicks Growth (%)
Web Traffic Growth (%)
Lead Generation Growth (%)
CPC – Cost Per Click ($)
CTR – Click Through Rate (%)
CPL – Cost Per Lead ($)
D E F I N E Q U A R T E R L Y & A N N U A L K P I s

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11 B 2 B S O C I A L B E S T P R A C T I C E S
RECOMMENDED
PLATFORMS &
CADENCE
P R I M A R Y P L A T F O R M
L I N K E D I N
2 - 5 x / W E E K
S E C O N D A R Y P L A T F O R M S
F A C E B O O K
1 - 3 x / W E E K
T W I T T E R
1 - 5 x / D A Y
I N S T A G R A M
2 - 5 x / W E E K
R E E L S : 5 - 7 x / W E E K

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12 B 2 B S O C I A L B E S T P R A C T I C E S
SOCIAL MEDIA IMAGE SIZES
2022
P R O F I L E P H O T O
L A N D S C A P E
P O R T R A I T
S Q U A R E
S T O R I E S
C O V E R P H O T O
320 x 320
1080 x 566
1080 x 1350
1080 x 1080
1080 x 1920
N/A
170 x 170
1200 x 630
630 x 1200
1200 x 1200
1080 x 1920
851 x 315
400 x 400
1024 x 512
N/A
N/A
N/A
1500 x 1500
400 x 400
1200 x 627
627 x 1200
N/A
N/A
1128 x 191

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LINKEDIN
TIPS
B 2 B S O C I A L B E S T P R A C T I C E S
• 50-100 characters or 25 words
• Cutoff: 128 characters (meaning they will have to click to see more – and nobody
really does that)
CHARACTER LENGTH
• 1200 px x 628 px
IMAGE SIZE
• 1920 px x 1080 px
• 30 seconds (make the first 6 seconds impactful)
VIDEO LENGTH & SIZE
• Exclamation points (!) result in 26% more clicks than periods (.)
• Limit questions
• Em dash with spaces between words work best for social
STYLE
• 3 or less — only for conversation or style purposes.
HASHTAGS

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B 2 B S O C I A L B E S T P R A C T I C E S
LINKEDIN
NEWSLETTERS
Regularly published articles where users get notified via push/in-app/email
WHAT ARE THEY?
• Expand audience: open to all users, not just those following your page
• Brand awareness: notifications remind users about your page
• Lead generation
• More direct than articles: users get notified of newsletters
WHY SHOULD WE USE THEM?
Frequency + Analytics tools
WHAT ARE THE FEATURES?

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LINKEDIN
NEWSLETTER
EXAMPLE
B 2 B S O C I A L B E S T P R A C T I C E S

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PAID SOCIAL

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Brand Awareness
Engagement
Lead Generation
DEFINE
GOALS &
OBJECTIVES
P A I D S O C I A L B E S T P R A C T I C E S
1
2
3
AWARENESS CONSIDERATION CONVERSIONS
Brand Awareness Website visits
Engagement
Video views
Lead generation
Talent leads
Website conversions
Job applicants

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TYPES
OF ADS
P A I D S O C I A L B E S T P R A C T I C E S
S I N G L E I M A G E A D C A R O U S E L I M A G E A D V I D E O A D
T E X T A D S P O T L I G H T A D M E S S A G E A D
C O N V E R S A T I O N A D E V E N T A D

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SINGLE
IMAGE AD
EXAMPLE
P A I D S O C I A L B E S T P R A C T I C E S

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P A I D S O C I A L B E S T P R A C T I C E S
CAROUSEL
IMAGE
EXAMPLE

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P A I D S O C I A L B E S T P R A C T I C E S
VIDEO AD
EXAMPLE

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P A I D S O C I A L B E S T P R A C T I C E S
MESSAGE AD
EXAMPLE

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CONVERSATION AD
EXAMPLE
P A I D S O C I A L B E S T P R A C T I C E S

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J U S T A T A S T E O F W H A T C A N B E D O N E
CASE STUDIES

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2 0 2 1 S O C I A L M E D I A
2021 YIR: SOCIAL MEDIA
From a mix of creative content creation
including videos, graphics, lead generation
ads and more, ColinKurtis understands the
necessary social media strategies to help
your brand succeed in the food and
beverage and B2B marketplaces.
With over 76% of our clients in the food and
beverage industry—and a majority in the
B2B sector—we are total food enthusiasts
who can help your brand reach its target
audiences. This means R&D, Executives,
Marketing and Innovation are well within
reach on the following networks:
WHAT CK BRINGS TO THE TABLE
social engagements
+389%
social impressions
+344%
social clicks
+240%
web traffic from social
+323%
SAVORY RESULTS Additionally, with a broad network of influencer contacts, our
digital team can support your social media efforts with influencers
that inspire, engage and build trust with your audiences.
• Ingredients
• Branded CPG Retail & Private Label Retail
• Equipment
• Research/Product Development
• Out of Home/Food Service
OUR FOOD & BEVERAGE CLIENTS SPECIALIZE IN:

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F F P C A S E S T U D Y
With impressions up +3,654% and
engagements up +460%, social
media efforts exceeded FFP’s
widespread marketing goals. CK
primarily managed the corporate
LinkedIn page, creating a total of 52
customized and branded posts.
C A S E S T U D Y / F F P
• LinkedIn Ads CTR 56% Above
Industry CTR Benchmark
• Social Clicks +548%
• Web Traffic from Social +433%
I M P R E S S I O N S
+3,654%
E N G A G E M E N T S
+460%
C U S T O M I Z E D &
B R A N D E D P O S T S
52
T H E R E S U L T S W E R E
A S T O U N D I N G :

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THANK YOU
Q U E S T I O N S ?