This document outlines a 7-step process for building a B2B social media strategy: 1) establish brand continuity, 2) create a daily/weekly/monthly plan, 3) find your target audience, 4) develop a LEAD strategy of listening, experimenting, applying insights, and developing customer journeys, 5) experiment with social media automation tools, 6) apply insights from social media and website analytics, 7) refine your strategy based on what works and what doesn't. The goal is to engage audiences and drive traffic, leads, and awareness of business solutions.

1. Seven Steps To Building A B2B Social Media Strategy HELPING BUSINESS USE SOCIAL MEDIA MARKETING FOR A PROFIT

2. THEN NOW – SME

3. 26 Million people in the UK are on Facebook 60 minutes a day

6. More than 300,000 people already paid with a Tweet or a post on Facebook! Twitter has 65 million tweets per day, which averages about 750 tweets per second

7. THE BIG NEWS Influence Search Rankings Google : YES, we do use it as a signal. It is used as a signal in our organic and news ranking. We also use it to enhance our news universally, by marking how many people share an article Google: We treat links shared on Facebook FAN pages the same way we treat tweeted links. We have NO personal wall data from Facebook What we TWEET matters and what we SHARE matters & &

9. Brand Continuity STEP No.1

11. Find Your Target Audience STEP No.3

12. LEAD Strategy STEP No.4 Listen RSS Feeds # Hastags Advance Search

13. LEAD Strategy STEP No.5 Experiment Hootsuite Social Automation

14. Hootsuite & Website Analytics STEP No.6 Apply LEAD Strategy

15. LEAD Strategy STEP No.7 Develop CUSTOMER ACQUISITION JOURNEY Step-By-Step Journey To A Happy Customer + - What Works Doesn’t Work

17. Case Study Five days after posting the videos on their specially designed website, Will it Blend, and on YouTube. They had 9.5 Million views on YouTube.” 150 Million upload the videos and shared. In fact, so popular is this worldwide phenomenon that 210,000 people logged on to eBay to view the leftovers of a blended iPod and iPhone. The dust of each of these products fetched $800 and $901 respectively

18. Generated more than 40,000 video views. Creates employees and summer vacationers Deloitte Australia & The Worlds Second Largest Search Engine Case Study

19. Supply Chain Firm Kinaxis Drives Traffic with Online Community Case Study Goals Double web traffic Double conversions (leads) Foster a greater awareness of the company’s supply-chain management solutions Strategy Find out where the audience hangs out Get involved in key online locations Drive interest from there to the Kinaxis Web properties by adding value (not selling )through the creation of a highly engaging, content-rich “home” for supply chain experts to LEARN, LAUGH, SHARE and CONNECT. Results Traffic: 2.7X increase in traffic to Kinaxis.com 3.2X increase in conversions (leads) 5.3X increase in traffic to the blog/community Community: 6X increase in registered community members Over 2,300 registered members (35% increase since Jan. 2010) Revenues: Double-digit subscription growth, topping 30,000 users and counting

21. Warren Knight www.warrenknight.co.uk Warren Knight e: warren@warrenknight.co.uk t: @wvrknight Caroline Bosher e: [email_address] t: @carolinebosher Gloople – Making Shopping Social www.gloople.co.uk t: @gloople Tell us What You Think