This document provides an overview of getting started with B2B social media marketing. It discusses that social media marketing is cloud-based, conversational, dynamic, easy to publish content, and reliant on guidelines. Content, not just tools, is most important. Elements for successful B2B social media include establishing standards, developing a brand and voice, connecting to influencers in the industry, and engineering an organization's online presence. Infographics are recommended for communicating information through shared content.

1. Getting StartedinB2B Social Media Marketing KFA June 2011

2. Social media marketing is: Cloud-based (web and mobile-based, standards, live data) Conversational – informal English (Except where appropriate) Dynamic – make a change to multimedia content and it updates across platforms (multi-media) Easy to publish and broadcast web-based content Don’t need to be programmer Basic Microsoft Office skills Breakthrough for business professionals, especially sales & marketing Bold – most content can be edited and improved upon – even from a smartphone Reliant on principle-based guidelines ; the risk of a major faux pas is worth the reward Manage many different audiences easily CONTENT not COPY

3. Social MEDIA marketing “Social media” does not equal “Social networking” Media = mass communication Social media = tools of mass communication

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6. It’s all in the CONTENT Don’t be fooled by all the fancy tools – the most valuable asset is good content Yours, theirs, everyone's News aggregation Learn dos and don’ts Reciprocal content Creative Commons Become fluent in IP law and ethics Make friends and play nice and you’ll always have content Guest bloggers – no pay – but they have a platform to add to their portfolio

7. Social media marketing and Kaizen Agile development meets agile marketing: Continual improvement Process-oriented Learn from mistakes Can make incremental changes as conditions dictate Must plan and design an “idiot-proof” infrastructure Sustainable – easy to update Easier to build and keep momentum than tradigital marketing

8. TradigitalB2B Marketing Salesy Current social media aimed at technical audience – no blogs for business audience A lot of Flash and other programming nightmares – can’t see on iPad, iPhone Boring content – no original or value add content Copy vs. Content Costly and slow outside resources for web development Takes teams of people to create copy and messaging – stale before web team publishes it, Inconvenient to update – gets stale fast Increasingly ineffective in web 2.0 world

9. Infographic by David Steel

10. Infographic by David Steel

11. Elements for B2B Sales-zone Sales-free zones , news, connected to the whole world Publication schedule Internal collaboration (Preferably Facebook Groups) Facebook – for professionals and network (Water cooler) LinkedIn – Network and groups CRM – or other contact database Contact data Widgets Photos, video, podcast Surveys, polls, forms Email marketing system (cloud-based) Newsletter – Email and on blog Twitter – News room SEO standards Mobile apps

12. Social media apps: names are constantly changing…but the categories are longer lasting…

13. Getting started in social media marketing Begin with a solid plan Spend sufficient time and effort on plan – the actual set-up development is relatively fast and easy Integrate content marketing immediately More journalism; less advertizing Change internal perceptions of content creation CONTENT not COPY No jargon, no hyperboles, no puffery, no half-truths Use social media for internal and partner communications and collaboration Learn the art of news aggregation Create and enforce strict standards , rules, and ethics Allow for learning curve Hardest part - changing perceptions and habits Some tools (Twitter) are harder than others Allow for the content and network to evolve organically

14. This infographic explains the phases of implementation Click to see PDF

15. Establish Standards Develop standards and readily available documentation (using social media): Brand and voice Editorial standards Terminology Colors Fonts Imagery Logo Name usage

16. Branding Brand is reflected in everything With different flavors What’s your image? Documented and available online to all participants Reflects voice and vice versa Who are some of your partners or affiliations? Competitors and other natural enemies?

17. Social media voice One company, many contributors, one voice/brand Conversational – no formal English Voice mirrors brand Personality – Humorous? Serious? A little of both? Draw clear lines between sales and social media content – reserve one place for sales Geography – who are we speaking to? What is the culture? Cause marketing, e.g.: Green building Government 2.0 Technology and science in education News? Gossip? Opinion? What are some taboos? (Don’t go there!)

18. Connect to Influencers In social networks – follow accounts to develop DNA of company They may follow you Their followers may follow you Avoid and purge any connections that do not support the brand Quality over quantity Aggregate good quality blog posts and news and use tags and links to other bloggers or online news sources Comment on industry blogs, LinkedIn Group conversations, Facebook updates, etc. – include links where applicable

19. Exercise Engineering your organization’s online DNA

20. Start engineering your DNA Sit down and brainstorm with team to identify all influences

21. Professional organizations GITA AIIM http://www.aiim.org/ CITA AUGI AIA IFMA USGBC (LEED) AWWA APWA NERC/FERC NRC Example

22. Professional organizations ASCE ASME SAME Mechanical Contractor's Information Exchange Group IRC http://irc.ircforum.org/ Infraguard Example

23. Initiatives LEED ARRA BIM Example

24. Publications Field Technologies GIS Café ENR/McGraw Hill GovExec Government Technology CIO Pentonhttp://penton.com/ http://www.eei.org/Pages/default.aspx Example

25. Tools & Tricks

26. Infographics Want good content? Use infographics to communicate information Aggregate infographics and provide proper attribution There are several blogs that focus on cool, new infographics: http://www.coolinfographics.com/ http://www.infographicsshowcase.com/