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Social media marketing 8 22-13

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An overview of social media marketing, with a specific focus on LinkedIn, Twitter, Facebook, and Google+. Key points include the importance of treating each channel differently, creating a social media policy, and measuring what matters.

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Social media marketing 8 22-13

  1. 1. Social Media for B2B EVERYTHING I KNOW IN 60 MINUTES
  2. 2. Outline • Why should businesses be using social media? • What’s in it for your business? • The Big Three Four – How they’re different – How to use them appropriately • “What should I say?” • Setting guidelines • Defining and measuring success
  3. 3. Why?
  4. 4. Why? • 93% of B2B marketers use social marketing to market their business • 85% of marketers reported that the number one benefit of social marketing is generating more business exposure • 74% of marketers reported that social marketing has increased their site traffic • 59% of marketers are using social marketing for 6 hours or more per week Source: Marketo
  5. 5. Why? 21 17 15 11 11 0 5 10 15 20 25 Social Media Lead Gen Sites Online Mkt Services Online Pubs Online Ads Compound annual growth of B2B marketing spending Source: AMR International
  6. 6. Why? Source of leads for B2B websites: Email 11% Organic search 27% Other 3%Social 5% Referral 13% Direct URL 32% Paid search 9% Source: AMR International
  7. 7. Why? • 70 percent of the buying process in a complex sale is already complete before clients are willing to talk with a sales person. • Along with Google searches for product information, buyers and prospective clients are also searching for and encountering information inside of social networks. • In addition they are increasingly asking their peers for recommendations and advice across social media. • Social media has changed negative and positive impact to the brand and the speed at which that impact can spread to others, including media outlets.
  8. 8. WHAT’S IN IT FOR YOUR BUSINESS?
  9. 9. What’s in it for your business? • Find new customers and partners • Build relationships with existing customers • Recruit new employees • Stay informed • Discover and respond to issues • Humanize your brand
  10. 10. THE BIG THREE
  11. 11. THE BIG THREE FOUR
  12. 12. • The #1 platform for B2B networking • 238 million users • 2.1 million groups • 3 million company pages
  13. 13. What to do – Personal account: • Complete your personal profile • Join groups (max. 50) – Not just with your competitors • Recommend colleagues • Share work-related status reports • Share examples of your work • Engage in discussions • Introduce people in your network • Be professional
  14. 14. • What NOT to do: – Share non-work-related content – Connect with people you don’t know • Unless you want to – Connect with your competitors • Unless you want to
  15. 15. Don’t be this guy!
  16. 16. What to do – Company Page: • Set up Products and Services
  17. 17. What to do – Company Page: • Set up Products and Services • Use the banner for more than just a logo
  18. 18. What to do – Company Page: • Set up Products and Services • Use the banner for more than just a logo • Request recommendations
  19. 19. What to do – Company Page: • Set up Products and Services • Use the banner for more than just a logo • Request recommendations • Post company-related status reports • Share industry-related news
  20. 20. Pro tip: Searching your connections’ connections
  21. 21. • The biggest social network • 1.15 billion users • 42 million pages
  22. 22. What to do: • Let followers see “inside” the company
  23. 23. What to do: • Let followers see “inside” the company • “Share” company status updates through your personal account.
  24. 24. What to do: • Let followers see “inside” the company • “Share” company status updates through your personal account. • Reply graciously when people post on your page, even if it’s negative.
  25. 25. What to do: • Let followers see “inside” the company • “Share” company status updates through your personal account. • Reply graciously when people post on your page, even if it’s negative. • Be personal.*
  26. 26. What NOT to do: • Sell, sell, sell! • Post anything you don’t want your customers to see. – Or your boss – Or your mom – Or your kids • Beg for likes and shares.
  27. 27. Maximizing your reach
  28. 28. • 500 million users • 13 million monthly users
  29. 29. What to do: • Follow influencers • Establish credibility • Get in conversations • Create lists
  30. 30. What to do: • Follow influencers • Establish credibility • Get in conversations • Create lists • Be interesting.
  31. 31. What not to do…
  32. 32. What NOT to do: • Post links with no description
  33. 33. • 500+ million users – If you have a Gmail account, you’re a Google+ user • Likely to have a significant impact on search ranking
  34. 34. What to do: • Create your company page • Experiment • Encourage +1s from your connections • Be patient
  35. 35. “SO WHAT SHOULD I SAY?”
  36. 36. Why do people follow brands? 33% 24% 37% 44% 6% 6% 18% 23% 5% 4% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Facebook Twitter Service, support, or product news Interesting or Entertaining content Friends are fans of the brand Special offers/deals Current Customer
  37. 37. What is “good content”? • Sales promotions • New product announcements • New employee announcements • Job postings • Invitations to company events • Shout-outs to customers and suppliers • Industry news • Examples of your work • Questions
  38. 38. Social Media 4-1-1
  39. 39. Have an “editorial calendar” • A schedule of content and sales posts • Weekly/monthly • Key strategic messages • Get input from multiple sources • Central approval
  40. 40. Have an “editorial calendar”
  41. 41. SETTING GUIDELINES
  42. 42. Setting Company Guidelines • Varies from business to business • Be aware of regulatory issues • Set boundaries between work and personal use • Establish consequences for violations • Have an editorial review process • Respond promptly but prudently • View other companies’ policies at http://socialmediagovernance.com/policies.php
  43. 43. Basic Guidelines Don’t: • Talk at people • Blurt • Discuss competitors • Get into fights Do: • Listen and converse • Plan and strategize • Be your(company’s)self • Be nice • Be interesting • Be generous • Provide value Remember: the Internet is forever!
  44. 44. MEASURING SUCCESS
  45. 45. What matters? • Followers • Retweets/shares
  46. 46. What matters? • Followers • Retweets/shares • Web traffic
  47. 47. What matters? • Followers • Retweets/shares • Web traffic • SALES! • LEADS!
  48. 48. What should we measure? Engagement • New followers • Likes, +1s • Comments, replies • Shares, retweets • Clicks Conversion • Email signup • Contact forms • RFQs • Sales Interesting Effective
  49. 49. How should we measure?
  50. 50. How should we measure?
  51. 51. How should we measure? • Hootsuite • Radian6 • Facebook Insights • LinkedIn Company Page Analytics • Google Analytics
  52. 52. A WORD OF CAUTION
  53. 53. #oops #yourefired
  54. 54. To Summarize • Don’t treat all the networks the same. • Have a strategy. • Establish guidelines. • Follow the 4-1-1 rule. • Listen and engage. • Measure success. • Learn and adapt.
  55. 55. QUESTIONS, PEER REVIEW
  56. 56. THANK YOU!
  57. 57. NEXT SEMINAR: Responsive Web Design September 26, 1PM to 3:30PM

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