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Beyond Your Zapos Case Study: B2B Social Media Strategies for the Rest of Us


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Beyond Your Zapos Case Study: B2B Social Media Strategies for the Rest of Us

  1. 1. Beyond Your Zappos Case Study: B2B Social Media Strategies for the Rest of Us Paul Furiga (@PaulFuriga) and Samantha Wannemacher (@shw72388) PRSA Digital Impact Conference | May 5, 2011
  2. 2. DISCLAIMER: We love Zappos, actually
  3. 3. The “Big Brand” Impact of Social Media <ul><li>A new study shows Audi has the most-engaged Facebook fans — among pages with 100,000+ “Likes.” </li></ul><ul><li>Zappos was one of first companies to embrace Twitter aggregation; today has 1,818,124 followers </li></ul><ul><li>But what about the rest of us? </li></ul>
  4. 4. The “Big Brand” Lessons <ul><li>Learn from what they do best </li></ul><ul><li>Everything is relative (are you Coca-Cola?) </li></ul><ul><li>Set benchmarks that are right for your organization </li></ul>
  5. 5. Takeaway # 1 <ul><li>For SMB, B2B #SM success: learn from the big brands, but blaze your own path </li></ul><ul><li>#PRSADIConf </li></ul><ul><li>#WWB2Bsocial </li></ul>
  6. 6. Getting it Right in SMB, B2B Social Media <ul><li>“ Destroy Your Printer ” YouTube contest </li></ul><ul><li>Expert Laser Services gave customers a way to vent their anger on printers </li></ul><ul><li>Web traffic doubled; gained 100 new inbound links </li></ul><ul><li>Recycler Magazine did an internet TV special and wrote an article about the contest </li></ul><ul><li>Picked up a new client DIRECTLY from the social media campaign! </li></ul>
  7. 7. Where we’re going today <ul><li>Strategies and tactics for getting started </li></ul><ul><li>Staying focused </li></ul><ul><li>Achieving and measuring results </li></ul><ul><li>Action items you can take away today </li></ul>
  8. 8. You’ve sold social media: Now What? <ul><li>Listen first ( or Facebook search) </li></ul><ul><li>Start with ONE social network first </li></ul><ul><li>Walk before you run </li></ul>
  9. 9. Keep friends close; enemies closer <ul><li>Is your competition winning or losing? </li></ul><ul><li>Scour websites to see what others say </li></ul><ul><li>Positive? Note similar tactics you can implement (just don’t be a copycat). </li></ul><ul><li>Negative? Write down what not to do. </li></ul>
  10. 10. Apply the rule of thirds <ul><li>Keep your social media content valuable by following the 33/33/33 social media rule: </li></ul><ul><li>33% Promotional </li></ul><ul><li>33% News </li></ul><ul><li>33% Conversation </li></ul>
  11. 11. Stay True to Your Brand <ul><li>Establish your “voice” or personality </li></ul><ul><li>Yes, the same voice as in all your existing marketing </li></ul><ul><li>Reflect the space you hope to own </li></ul>
  12. 12. Takeaway # 2 <ul><li>SMB, B2B #SM success requires you to be true to your brand </li></ul><ul><li>#PRSADIConf </li></ul><ul><li>#WWB2Bsocial </li></ul>
  13. 13. Our Planning Tool Kit <ul><li>Annual “ Social Media Calendars ” </li></ul>
  14. 14. Our Planning Tool Kit <ul><li>Social Media Overviews </li></ul>
  15. 15. Staying regular <ul><li>Recurring, scheduled posts create consistency and provide audiences with a reason to check back </li></ul><ul><li>“ Fabulous Frames Friday” </li></ul><ul><li>“ Facebook Fact Friday” </li></ul><ul><li>“ Twitter Tip Tuesday” </li></ul><ul><li>“ We Care Wednesday” </li></ul>
  16. 16. Start with what you’ve already got… <ul><li>… Your existing customers! </li></ul><ul><li>Draw from the existing network: e-mail newsletter subscribers, blog readers, etc. (send updates/invites to your network) </li></ul><ul><li>Send out an e-blast, add the Facebook logo to your Website, Blog, etc. </li></ul>
  17. 17. Takeaway # 3 <ul><li>For SMB, B2B #SM success: one channel first, plan your content, start with friends </li></ul><ul><li>#PRSADIConf </li></ul><ul><li>#WWB2Bsocial </li></ul>
  18. 18. Inform and Encourage Participation <ul><li>We ’ ve Gone Social! </li></ul>
  19. 27. Takeaway # 4 <ul><li>For SMB, B2B #SM success: encourage employees, empower advocates, engage newcomers </li></ul><ul><li>#PRSADIConf </li></ul><ul><li>#WWB2Bsocial </li></ul>
  20. 28. Measurement: Back to Benchmarks <ul><li>“ Our web company offers very positive feedback on the traffic from the Facebook page, and our residents are constantly telling us that their kids/grandkids check out their photos on Facebook.” – Redstone Highlands </li></ul><ul><li>“ Let ’ s Talk About Social Media ” -- Long Term Living </li></ul><ul><li>Redstone for 30 campaign </li></ul>
  21. 33. Takeaway # 5 <ul><li>For SMB, B2B #SM success, measure what matters to you, don’t follow the rest </li></ul><ul><li>#PRSADIConf </li></ul><ul><li>#WWB2Bsocial </li></ul>
  22. 34. Build it and they will come: Facebook <ul><li>Leverage Facebook’s viral nature – the news feed </li></ul><ul><li>Link to your page in your e-mail signature </li></ul><ul><li>Attract fans and KEEP THEM with promotions and contests! </li></ul><ul><li>DON’T clog news feeds and DON’T talk about YOU all the time! </li></ul>
  23. 35. Build it and they will come: Twitter <ul><ul><li>Invite friends via e-mail, Facebook, Blog, newsletters, etc. </li></ul></ul><ul><ul><li>Follow selectively – choose those related to your company </li></ul></ul><ul><ul><li>Join industry and topic groups related to your business ( ) </li></ul></ul><ul><ul><li>Participate in Twitter chats related to your business (#journchat. #u30pro, #HAPPO) </li></ul></ul><ul><ul><li>Set your e-mail preferences to notify you of new followers </li></ul></ul>
  24. 36. Takeaway # 6 <ul><li>For SMB, B2B #SM success: repeat your plan to add channels when you master your first </li></ul><ul><li>#PRSADIConf </li></ul><ul><li>#WWB2Bsocial </li></ul>
  25. 37. A bonus for you! <ul><li>Visit http :// to download samples of our: </li></ul><ul><li>Annual Social Media Calendar </li></ul><ul><li>Social Media Overview </li></ul><ul><li>“ We’ve Gone Social!” communication document </li></ul>
  26. 38. Thank you! Questions? Comments? <ul><li>Linked In: </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Twitter: </li></ul><ul><ul><li>@paulfuriga, @shw72388, @wordwritepr </li></ul></ul><ul><li>Online: </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul>