This document provides an introduction to social media and its relevance for B2B companies. It defines social media and lists popular platforms. Social media allows companies to listen to stakeholders, share insights, strengthen relationships, establish thought leadership, and build their brand. The document recommends engaging on LinkedIn and Twitter, and provides guidelines for effective social media use and measuring return on investment.

1. +
Social Media
introduction
Basic introduction to Social Media.
Presented November 2014
at one hour session with B2B client.

2. Today’s agenda
 What is social media?
 Why is social media relevant in B2B?
 How should you engage?
 Selected media: LinkedIn & Twitter
 Dos and don’ts – social media guidelines

3. What is Social Media?
 Definition
 Social Media is the social interaction among people in which they
create, share or exchange information, ideas and
pictures/videos in virtual communities and networks (wikipedia).
 It’s free & real-time. Everybody can communicate with
everybody.
 Services
 Facebook – 1.3 mia users globally – 3 mio in DK
 LinkedIn – 300 mio profiles globally – 1.6 mio in DK
 Twitter - 550 mio users globally – 260.000 in DK/10.000 each
day
 Instagram – 680.000 in DK
 You Tube – 2.3 mio in DK
 Google+, Ello, Pinterest, Vine, Snapchat etc.

4. Why Social Media in B2B?
It is important to be where the stakeholders are.
Today this often means to be active on social media.
Social media enables you to
 Listen to your stakeholders and learn more about them, their needs
and thoughts
 Share your insights and help your clients
 Implement new ways of initiating conversation and dialogue
 Develop and strenghten relationships
 Establish thought leadership – people wants to work with experts
 Build credibility
 Grow your brand
 Learn and innovate your business
 Bypass traditional media
 Generate leads
Stakeholders might be clients, prospects,
partners, members, journalists, influencers,
researchers etc.

5. De forskellige tjenester – profil og udvikling i
benyttede antal timer pr. uge
30-04-2013
Side 10
4 t 45
min
5 t 15
min
1 t 13
min
1 t 23
min
2 t 25
min
2 t 31
min
2 t 16
min
2 t 38
min
2 t 55
min
Users spend more time on SoMe (2012-
2013)

6. How to engage in Social Media?
 Define what your objectives for using social media are
 How can social media improve your business?
 Are you ready to spend the time needed? OBS! OBS!
 Where are your stakeholders – on which social media?
 Choose relevant media/channels and set up profiles
 Listen and come to understand the culture, tone of voice and best practices
 Plan your content – type of content, frequency, set up an editorial calendar and
decide who should create content, monitor and ensure feed back, track
performance and ensure maintainance (social media champion)
 Add value – be relevant – ask questions
 Don’t sell – inform and inspire

7. LinkedIn
 Recognized as a site for professionals
 Expanded CV – updates on skills, new jobs, new connections
 But also sharing of content and links
 News Groups
 Blog-facility
 Company sites and groups
 ”Our members are almost 50 percent more likely to buy from a
company they engage with on LinkedIn” (LinkedIn Study, 2011)

8. Join LinkedIn
 Establish a profile via linkedin.com. It is
free.
 Search people from your network
 Invite them to join your network
 Do only invite people, whom you have met
in person. They have to accept your
invitation before you can be connected
 You can follow companies and open news
groups without their accept
 Read updates from people in your network.
You can like or share the updates with your
own network
 Write updates. If longer, you need a
landingpage = a blog or website to link to
 Publish in the morning or after business
hours

9. Twitter
 Micro-blog – max. 140 characters in text
 260.000 DK profiles
 Stakeholders on Twitter
 Journalists, publishing news and asking for input
 Researchers and politicians
 Clients and prospects
 Company profiles
 Information
 Customer service

10. Join Twitter
 Establish a Twitter-
profile via twitter.com
It is free.
 Search people, you want to
folllow. Start following
them.
 Retweet posts, which are
interesting for your
followers
 Start posting your own
tweets. Include link and
photo when relevant.

11. More on Twitter
 Send direct messages to people,
who follow you on Twitter, without
other people knowing. Like mails.
 Send direct message public – use
@username
 Set up a Twitter alert for your mail
 Use # (hashtags) as a category
mark. Fx #DanishFoodCluster.
Twitter is also a search engine.
 Tweet and retweet when relevant –
do not spam.

12. Social media guidelines
Be transparent. Tell who you are. Include photo. No fake names.
Only tell the truth – avoid allegations that cannot be documented
Be constructive and positive
Respect confidentiality – numbers, plans, deals, products, launches
Don’t mention clients without their accept
Respect copyright and sources
When making a mistake, be the first to admit and correct it
Respond to comments as soon as possible – but take your time to
consider what is the right answer and tone of voice
Use common sense here as in all other social relations

13. Social media guidelines
 Be precise – crisp and clear
 Don’t use slang or expressions that only few people
understand
 Be relevant – add value
 Do not spam
 Listen to others in a debate, before you enter
 Share with your network if relevant
 Dont be sales-y
 Use photos when it adds value

14. How to handle negative comments
 Respond quickly in public – but take some time to think
through the response
 Admit that you messed up if that is the case
 Share how you plan to fix problems in the future
 Stay positive and assertive
 Deal with details privately

15. ROI
 What kind of Return of Investment can you expect?
 Increased visibility
 Increased interest/sympathy/respect
 Strenghtening of relationships
 Media coverage
 Increased brand perception
 Sales leads
 How do you measure?
 Reach: Klout score
 Increased traffic at website/likes/followers
 Number of media coverages and sales leads
 Return of Invest – or Return of Ignoring?

16. Klout score
 The Klout Score is a number between 1-100 that
represents your influence. The more influental – the
higher Klout Score (Klout)
 8 networks monitored - accumulated
 Measures responds, retweets, shares etc. using
advanced algorithms

17. Summary
It is important to be where the stakeholders are.
Today this often means to be active on social media.
Social media enables you to
 Listen to your stakeholders and learn more about them, their needs
and thoughts
 Share your insight and help your clients
 Develop and strenghten relationships
 Establish thought leadership – people wants to work with experts
 Build credibility
 Grow your brand
 Learn and innovate your business
Don’t forget to connect Face2Face 

18. About me
 Marie-Louise Arnfast
 Owner of Arnfast Communication – ml@arnfastcommunication.dk
 Helping companies and organisations embrace social media
 Focus on how B2B can benefit from embracing social media
 Previous Communications Manager at IBM and Maersk Data