1.
Social Media for B2B
EVERYTHING I KNOW IN 60 MINUTES

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.
Why?

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.
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.
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.
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.
WHAT’S IN IT FOR YOUR
BUSINESS?

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.
THE BIG THREE

11.
THE BIG THREE FOUR

12.
• The #1 platform for B2B networking
• 238 million users
• 2.1 million groups
• 3 million company pages

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.
• 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.
Don’t be this guy!

16.
What to do – Company Page:
• Set up Products and Services

17.
What to do – Company Page:
• Set up Products and Services
• Use the banner for more than just a logo

18.
What to do – Company Page:
• Set up Products and Services
• Use the banner for more than just a logo
• Request recommendations

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.
Pro tip:
Searching your connections’
connections

21.
• The biggest social network
• 1.15 billion users
• 42 million pages

22.
What to do:
• Let followers see “inside” the company

23.
What to do:
• Let followers see “inside” the company
• “Share” company status updates through
your personal account.

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.
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.
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.
Maximizing your reach

28.
• 500 million users
• 13 million monthly users

29.
What to do:
• Follow influencers
• Establish credibility
• Get in conversations
• Create lists

30.
What to do:
• Follow influencers
• Establish credibility
• Get in conversations
• Create lists
• Be interesting.

31.
What not to do…

32.
What NOT to do:
• Post links with no description

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.
What to do:
• Create your company page
• Experiment
• Encourage +1s from your connections
• Be patient

35.
“SO WHAT SHOULD I SAY?”

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.
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.
Social Media 4-1-1

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.
Have an “editorial calendar”

41.
SETTING GUIDELINES

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.
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.
MEASURING SUCCESS

45.
What matters?
• Followers
• Retweets/shares

46.
What matters?
• Followers
• Retweets/shares
• Web traffic

47.
What matters?
• Followers
• Retweets/shares
• Web traffic
• SALES!
• LEADS!

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.
How should we measure?

50.
How should we measure?

51.
How should we measure?
• Hootsuite
• Radian6
• Facebook Insights
• LinkedIn Company Page Analytics
• Google Analytics

52.
A WORD OF CAUTION

53.
#oops #yourefired

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.
QUESTIONS, PEER REVIEW

56.
THANK YOU!

57.
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Responsive Web Design
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