The Social Web - Embracing Social & Digital PR in B2B - Dean Rusell, LEWIS Pulse
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This document discusses using social media for B2B marketing. It provides examples of how different social media platforms could be used to support marketing campaigns for various types of B2B companies. It also discusses developing a social media strategy, measuring insights from social media, and integrating social media with other marketing and public relations efforts.
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The Social Web - Embracing Social & Digital PR in B2B - Dean Rusell, LEWIS Pulse
- 3. Award-winning digital communications Core skills in content, community and optimisation Wholly-owned international network of 25 offices Over 500 staff, fast growing, employee-owned PUBLIC RELATIONS • Media relations • Media training • Corporate communications • Speaker and award programmes • Events DIGITAL MARKETING • Social media marketing • Web development • Design and production • SEO and SEM • Branding CONTENT • Creative direction • Editorial strategy • Blog Management • eBooks / Whitepapers • Digital magazines 500 About LEWIS
- 5. Question #1. Do you think social media is important for B2B? Yes or No
- 6. 0% 10% 20% 30% 40% 50% 60% 70% 80% Watched a video clip Used Webmail Used internet banking Purchased a product online Reviewed a product or brand online Managed social network profile Uploaded photos online Used Instant Messenger Posted on a forum/BBS Used online office applications Commented on a story Bought an offer on a group Asked or answered a question on a Q/A service Written your own blog Uploaded a video online Edited/managed own website Used a microblogging service Used VOIP/online phone Used a social bookmark service Written a news story/article Subscribed to an RSS feed Used an aggregator Decision Maker Senior Decision Maker Average Internet User
- 10. 5/21/2014 10
- 11. SHAMELESS PLUG…
- 13. FLOODED – NOT WORTH DOING SPACE – OPPORTUNITY TO EXPLORE GROUNDED – MAINSTREAM BUT CAN GROW A PRESENCE BLUE SKY – THE NEXT BIG THING Scale of Opportunity e.g. use of Vine or Instagram videos for online promotion campaigns to support existing photography. e.g. Facebook could be used to promote Remarkable customer stories. e.g. Starbucks ‘owns’ Foursquare so developing a specific campaign for this channel would need careful consideration. e.g. Flipboard is growing in popularity and may be worth reviewing as a potential ‘Owned’ platform for ‘Enlightened’ communications .
- 14. What’s your purpose? UNIFIED ENLIGHTENED TACTILE REMARKABLE Shared beliefs Product focus Consistent Brand insight
- 15. Thinking bigger
- 16. Global reach, local impact Press releases Social media influencers Multimedia Media exclusives Spokespeople Visual materials Face to face interviews Brand journalism Broadcast and print Social mediaSMS Mobile & community management
- 17. Coordinating the activity Local Market Local Market Local Market Local Market Local Market Hub: Strategy, messaging and coordination Content & Ideas Content & Ideas Content & Ideas Content & Ideas Content & Ideas
- 18. Planning the story is an integrated activity 18
- 19. Question #2. Do you use insights from social media to inform business decisions? Yes or No
- 20. Process for multi-national brands
- 21. Central coordination team THE HUB Central role: • Central updates • Messaging • Coordination • Reporting • Social media activities Regions role: • Counsel on local media needs/relevant stories • Launch and campaign delivery • Share approved content with markets • Feed back updates to HQ • Central report/evaluation Joint role: • Coherent communications strategy and counsel Countries Country-based projects
- 22. Getting to sleep at night 22
- 23. Keeping track of it all Create individual account- specific dashboards per account. Creating bespoke alerts, monitoring and reports 4000 key global influencers from across core LEWIS sectors and mainstream publications NETVIBES CENTRAL DASHBOARD RELATIONSHIP Identify the conversations that count Identify who we need to track Sense check using LEWIS industry experts LMARKETING LNEWBIZ LDEMO 21 x CLIENT
- 24. Question #3. If you had to choose just one, where would you focus your budget in 2015? PR OR Marketing OR Digital (web & email) OR Social Media
- 25. Integrating brand awareness and sales Media Social media Website Search Influencers Driving sales • Downloads • Cross-selling • Community referrals • Reviews Brand awareness • Share of voice • Promotion • Message adoption • Influencer reaction Creative campaigns Viral Community Thought leadership Driving downloads Community awareness Ongoing communications Rapid Response Features News releases Case studies Briefings
- 26. Takeaways Get your story right Find the right influencers Don’t work in silos