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Warren Knight - 7 Steps B2B Social Media Strategy


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Seven Steps To Building A B2B Social Media Strategy

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Warren Knight - 7 Steps B2B Social Media Strategy

  1. 1. Seven Steps To Building A B2B Social Media Strategy HELPING BUSINESS USE SOCIAL MEDIA MARKETING FOR A PROFIT
  2. 2. THEN NOW – SME
  3. 3. 26 Million people in the UK are on Facebook 60 minutes a day
  4. 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
  5. 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 & &
  6. 8. So why are people really on Social Networks? <ul><li>23% of Twitter users follow businesses to find special promotions or sales </li></ul><ul><li>14% of Twitter users use the stream to find and share products and opinions </li></ul><ul><li>25% of customers connect with brands on Social Networks to receive discounts </li></ul><ul><li>More than 50% of Facebook fans and 67% of Twitters users are more likely to make a purchase from the brands they follow </li></ul><ul><li>Social Network visitors spend 1.5x more online that other Internet users </li></ul>
  7. 9. Brand Continuity STEP No.1
  8. 10. STEP No.2 Daily/Weekly/Monthly Plan Short Term Objectives <ul><li>What’s my Voice – 74% Damage Reputation on Social Media </li></ul><ul><li>Increase Recognition </li></ul><ul><li>How Often Do I Post </li></ul><ul><li>Test other Networks, Forums, Groups, Blogs </li></ul>Key Metrics <ul><li>How Many Posts </li></ul><ul><li>Audience Growth </li></ul><ul><li>Conversation Rate </li></ul><ul><li>Subscribers </li></ul><ul><li>SEO Improvements </li></ul>4 Point Risk Evaluation <ul><li>What do we WANT </li></ul><ul><li>What are we going to DO to get what we want (Action) </li></ul><ul><li>What have we LEARNT that does NOT work (New Idea) </li></ul><ul><li>What have we LEARNT (Questions your actions) </li></ul>
  9. 11. Find Your Target Audience STEP No.3
  10. 12. LEAD Strategy STEP No.4 Listen RSS Feeds # Hastags Advance Search
  11. 13. LEAD Strategy STEP No.5 Experiment Hootsuite Social Automation
  12. 14. Hootsuite & Website Analytics STEP No.6 Apply LEAD Strategy
  13. 15. LEAD Strategy STEP No.7 Develop CUSTOMER ACQUISITION JOURNEY Step-By-Step Journey To A Happy Customer + - What Works Doesn’t Work
  14. 16. <ul><li>All Media Must Be Digital </li></ul><ul><li>All media that wishes to build Brand advocates and engage must do much more ...It must be mobile. </li></ul><ul><li>It must be Spontaneous – Use your Smartphone </li></ul><ul><li>It must have added multimedia value (bonus material) </li></ul><ul><li>It must be easy to access </li></ul><ul><li>It must be easy to download/stream </li></ul><ul><li>It must do more than simply being a digital version of the traditional message </li></ul><ul><li>It must be able to make itself more shareable, findable and social </li></ul><ul><li>Where there is value, there are consumers willing to share it. </li></ul>
  15. 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
  16. 18. Generated more than 40,000 video views. Creates employees and summer vacationers Deloitte Australia & The Worlds Second Largest Search Engine Case Study
  17. 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 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
  18. 20. 2 HOUR SOCIAL MEDIA B2B TRAINING <ul><li>3 MONTH STRATEGY </li></ul><ul><li>TOOLS TO ANALYTICS </li></ul><ul><li>MAKE YOUR BUSINESS MORE SOCIAL </li></ul><ul><li>GLOOPLE </li></ul>COMPLIMENTARY 7 Day E-course COMPLIMENTARY 7 Day E-course
  19. 21. Warren Knight Warren Knight e: t: @wvrknight Caroline Bosher e: [email_address] t: @carolinebosher Gloople – Making Shopping Social t: @gloople Tell us What You Think