Social Media, Digital, Content Marketing: B2B Office Furniture Dealers

SOCIAL
MEDIA,
Inspire and transform.
DIGITAL +
CONTENT
MARKETING
10.24.14

TABLE OF
CONTENTS
@SARAHVANELZEN
STATE OF SOCIAL/DIGITAL
CHOOSING YOUR CHANNELS
(FACEBOOK, TWITTER, GOOGLE+, ETC.)
CONTENT MARKETING EXAMPLES
©2014, Hanson Dodge Creative. All rights reserved. 2 HDC / Inspire and transform

“The key for B2B organizations is to transform the
customer’s online journey into an omni-channel
experience that emphasizes digital channels,
especially since younger, tech-savvy
generations will soon make up the majority of
corporate procurement departments.”
Acquity Group’s annual State of B2B Procurement Study

Omni-channel, digital experience
Ads Mobile Web Email Data Games Social
Online TV Sites CRM Remarket Analytics Web based Channels
Online radio SMS Apps Distribute Loyalty Social Content
SEM Apps Content Educate Social Branded Relationships
DOOH Coupons Blog Convert Biz objective Educational Reviews
Digital ads Geotargeted Press CRM Location
Social ads Blog
Mobile ads Video
Display ads WOM
Native ads
Affiliate

There is no B2B in social.
It’s P2P.
PEOPLE TO PEOPLE.

Executive social media use
Reaching the C-suite
~60% of executives use social media one hour or less
per week.
LinkedIn is most frequently used, followed by
Facebook and Twitter.
90% of executives claim they would use social
media more if it were helpful to their business.
Forbes, April 2013

Social media supporting sales
Purchase path for products over $1,000
Home/furniture purchases are mostly made in store.
Pre-qualification happens online.
54% of people did online research before making a
purchase. And of those, 74% visited multiple sites.
The biggest influencer for large
purchases is third party reviews.

So many channels…
Facebook
Produce creative, informative content that will
engage a vast audience. A well-integrated
experience will tell a story through a mix of
visual content (photos and graphics), videos and
custom applications.
Google+
Community engagement is not yet robust but the
SEO benefits and connections with YouTube and
Gmail make this platform a necessity for publishing.
Twitter, Vine
Best used for content publishing and customer
service. Use Twitter to listen, respond and create
community activity. Vine for 6 second video.
Instagram
Publish photographic, inspirational imagery.
LinkedIn
Manage professional conversations, partnerships,
career opportunities and B2B relationships.
Participating in groups and frequent activity
is recommended.
YouTube
Host video content in one consistent, branded
destination that allows for publishing, sharing and
adds SEO value.
Blogs
Produce long form and informative content to create
depth in your social/content marketing strategy.
Pinterest
Share product, infographic, motivational and
inspirational imagery.

Facebook, Twitter
Customer service + timing
These channels are polarizing. Many users come to brand
pages for customer service needs. Or incentive-driven content.
37% of people want companies to respond to
their comments and feedback, whether positive
or negative.
In order to receive the highest engagement, test your timing.

Fast Company

Instagram and Pinterest
What’s all the rage?
Instagram is not only the fastest growing social channel, it is
also the most engaging.
Visuals absorb 50x faster than words.
Visuals show your products without telling people about them. This allows
viewers to make decisions about your product/brand without feeling
pressure from your business.

Google+ and its SEO benefits
Local listings, that are properly managed, can rank
Content posted on your Google+ page is indexed immediately. Meaning, your
Google Plus pages can rank in search.
Links on your Google+ About Us section are followed by search engines and
pass on “link juice”
Information on your Google+ business page shows up in Google Maps, Google
Places and other Google programs such as the Knowledge Graph
Google Authorship can affect SEO Click-Through-Rates in a positive way and is
only available via a Google+ account.

Local listings with reviews and G+ links

Google+ Page local listing with photos and reviews

Knowledge graph

Authorship

Social + digital
Is it really worth it?
Only 12% of survey respondents said they want to meet
in person with a sales presentation.
71% of buyers will switch suppliers if the
overall digital experience is better with a
competitor, and 53% will switch suppliers for
an easier electronic search process.
For corporate purchases of $5000 or more, 34% said they spent
more than three hours researching before making a purchase.
Acquity Group’s annual State of B2B Procurement Study

Content marketing
What is content marketing?
Creating and promoting content that is valuable, unique
and engaging.
Targeting a known audience with the goal that
they perform a desired action.
Visit your website
Share your content with people
in their network
Call a representative

Social Media =
Content Marketing?

Successful social marketing programs are
impacted by multiple engagement
strategies, including mobile marketing,
content marketing and commerce
experiences.
Sustained engagement with consumers also
requires incorporation of emerging
technologies into social marketing plans.

Elements of content marketing
SEO
Organizes, prioritizes and optimizes content.
Helps organic ranking and traffic will naturally
generate from new audiences via social media.
Social media
Content is key. All forms of content.
Understanding, organizing and developing
assets requires organizational buy in. The more
content we have, the more there is to post.
Evergreen content can be repurposed as the
audience builds.
Public relations
Content marketing strengthens PR strategies
and enhances media outreach opportunities.
PPC
Content can be used for paid advertising
campaign landing pages.
Brand
Always meet brand standards to increase
influence and authority.

Social marketing gives your customers more
power to shape perceptions of your
company and enables you to engage them
in more meaningful ways.
It also gives you more insight into their
thoughts, perceptions and preferences.

Principles of Good Content
#1 Informative
Educational, provides
facts, tips or details

#2 Emotional
Inspirational, joyful,
heartwarming

#3 Transparent
Honest and open,
easy to understand

#4 Useful
Designed for a practical purpose,
solves problems, productive

BOXED comes with a small pouch of ash tree seeds so that its new owner
can replant and replenish the materials used to make the furniture.

#5 Amusing
Causes laughter,
happiness, enjoyment

50% of people
talk with
friends after
watching a video
Source: Google Think

#6 Transactional
Leads to a business
deal, conversion or sale

#7 Optimized
Searchable, targeted,
result provides
expected outcome

#8 Relevant
Relates to the audience,
specific, personal

#9 Agile
Smart, clever and able
to move quickly. Also
known as “newsjacking”

#10 Brand Driven
Upholds brand position,
values and voice

Social Media, Digital, Content Marketing: B2B Office Furniture Dealers

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