The document discusses the importance of social media engagement for B2B brands. It notes that over half the world uses social media and most customers, prospects, and influencers can be found there. Effective social media engagement involves consistent posting of high-value content, active listening, building relationships through conversation and sharing, and creating a brand identity that reflects your values and expertise. The goal is to build awareness, authority, and community while measuring success through engagement metrics and return on relationships.

1. Create The Brand
You Wish To See.
By Zen Yinger, CEO, ZenSocial |@zenyinger
‘You Got To Get Your Brand Connected’
B2B SOCIAL MEDIA ENGAGEMENT

2. Presented by Zen Yinger ( @zenyinger ) CEO © ZenSocial LLC 9/22/2022 2
DID YOU KNOW THAT
DAILY!!!!
MORE THAN 54% of the world’s population uses social media | 4.2 Billion People
65% of Americas are on social networks
On average a person spends 2.5 hours on social media
Social Media Engagement takes up about 28% of the total time spent on the internet
90% of marketers consider social media marketing to be important of their
overall marketing strategy in our new remote/hybrid work world.

3. Presented by Zen Yinger ( @zenyinger )
CEO © ZenSocial LLC 9/22/2022 3
Attention spans shrank
from 12 secs in 2020 to 8.5
secs in 2022
Most employees,
competitors, customers,
prospects, media,
analysts, experts and
influencers are on social
media
Post Covid all social
media platforms
have turned
business-centric
Audiences are
actively seeking
“interactive
content” on social
media

4. Presented by Zen Yinger ( @zenyinger ) CEO © ZenSocial LLC 9/22/2022 4

5. Presented by Zen Yinger ( @zenyinger ) CEO © ZenSocial LLC 9/22/2022 5
B2B’s,
You Can
Now
Easily….
Reach your target
demographics anywhere at
anytime
Define yourself on social to
gain and keep your
competitive edge
Valuable resource for
competitor and customer
intel
Seek out and forge strategic
partnerships and powerful
collaborations
Build strong and long-lasting
relationships

6. Your B2B brand should reflect
your story
your values
your knowledge
your experience
your expertise
Presented by Zen Yinger ( @zenyinger ) CEO © ZenSocial LLC 9/22/2022 6

7. B2B SOCIAL MEDIA
ENGAGEMENT
WHO?
WHAT?
WHERE?
WHY?
Presented by Zen Yinger ( @zenyinger )
CEO © ZenSocial LLC 9/22/2022 7

8. COMMITMENT TO
CONSISTENCY
Presented by Zen Yinger ( @zenyinger ) CEO © ZenSocial LLC 9/22/2022 8

9. ACTIVE
LISTENING WITH
INTENTION
Presented by Zen Yinger ( @zenyinger ) CEO © ZenSocial LLC 9/22/2022 9

10. PAY
ATTENTION
TO
GET ATTENTION
9/22/2022
Presented by Zen Yinger ( @zenyinger ) CEO © ZenSocial LLC 10

11. CONTENT CREATION
Creative/Inspiring | Relevant/High Value
Presented by Zen Yinger ( @zenyinger ) CEO © ZenSocial LLC 9/22/2022 11

12. Effective B2B Social
Media Engagement
Communication >>
Messaging
Connection >>
Relationship Building
Community >> Social Trust
Presented by Zen Yinger ( @zenyinger )
CEO © ZenSocial LLC 9/22/2022 12

13. 9/22/2022
Presented by Zen Yinger ( @zenyinger ) CEO © ZenSocial LLC 13
Why storytelling works:
“Hack through the noise and hook the hearts of your
audiences using the And, But, Therefore (ABT) agile
narrative framework that leverages the three forces of
story – agreement, contradiction & consequence – that
our primal limbic buying brain LOVES!" – Park Howell,
Author of “Brand Bewitchery”.

14. Social Media Engagement
 Key metric to measure social media success
 Includes all your brand’s content, interactions,
convos, campaigns & ads.
 Is measured with vanity metrics Impressions, Likes,
Comments, RT’s, shares, mentions. Also include
specific metrics like leads, influencers etc.
 Key indicator of how folks are interacting with your
brand on social media
 Builds brand awareness, instills brand recognition and
increases brand recall
Presented by Zen Yinger ( @zenyinger )
CEO © ZenSocial LLC 9/22/2022 14

15. B2B Social Media Engagement - GOALS
9/22/2022
Presented by Zen Yinger ( @zenyinger ) CEO © ZenSocial LLC 15
GENERATING BRAND
AWARENESS
COMMUNITY BUILDING CONTENT MARKETING
ESTABLISHING BRAND
AUTHORITY ON
RELEVANT TOPICS
RELATIONSHIP BUILDING
WITH KEY BRAND
INFLUENCERS/MEDIA/ANA
LYSTS/CUSTOMERS/PROSP
ECTS/BRAND ADVOCATES
ET AL
MEASURING SOCIAL
ROI, MORE
IMPORTANTLY,
RonR, RETURN ON
RELATIONSHIPS

16. Great B2B Social Media Engagement
Needs Great Community Managers
Who:
 actively drive the conversations
surrounding the brand on social
 help build relevant communities
 establish strong, authentic
relationships with target audiences
 consistently sharing high value
content
 They are trusted brand advocates
who aim to engage and inform your
audiences, especially customers,
and help you reach new ones
Presented by Zen Yinger ( @zenyinger )
CEO © ZenSocial LLC 9/22/2022 16

17. B2B Social Media Engagement Strategy
 Schedule regular updates
 Share a variety of posts
links/photos/videos/podcasts
 Stay relevant
 Focus on high value content
 Repurpose evergreen content
Presented by Zen Yinger ( @zenyinger ) CEO © ZenSocial LLC 9/22/2022 17

18. B2B Social Media Engagement Strategy
 Use relevant Hashtags
 Go ahead personalize your interactions
to humanize your brand
 Ask Questions
 Join Conversations – everywhere!
 Give your community opportunities to
contribute – surveys/polls
Presented by Zen Yinger ( @zenyinger ) CEO © ZenSocial LLC 9/22/2022 18

19. B2B Social Media Engagement Strategy
 Tags / @mentions
 Use CTA Triggers
 Curate Content
 Headlines Matter
 Reciprocate Likes/Shares and Reshare Content
 Use Images that provoke a positive response
Presented by Zen Yinger ( @zenyinger ) CEO © ZenSocial LLC 9/22/2022 19

20. Social Media ROI
 Is dependent on your social media
engagement efforts and on your brand’s
RonR/Return On Relationship.
 Has your brand established credibility
and trustworthiness?
 Are you an unconditional giver? A helper?
 Do you consistently offer relevant
content and value to your social
communities?
Presented by Zen Yinger ( @zenyinger ) CEO © ZenSocial LLC 9/22/2022 20

21. Effective B2B Social Media Engagement:
 Is Authentic, personalized, proactive, thoughtful & a timely means of
digital communication
 About showing up consistently and being helpful
 Builds social trust
 Increases your social authority within your industry
 Establishes you as an expert
 Positively impacts brand messaging
 Brings in new customer leads
 Free PR
 Helps increase your social ROI and RonR or Return On Relationship
Presented by Zen Yinger ( @zenyinger ) CEO © ZenSocial LLC 9/22/2022 21

22. Create The
Brand You
Wish To See
9/22/2022 Presented by Zen Yinger ( @zenyinger ) CEO © ZenSocial LLC 22
Tips to
build your
brand
reputation
on social
media
be authentic
be personal but private
be consistent
be relevant
be helpful
give without expecting a get
offer value
build trust
become a leader

23. SOCIAL MEDIA ENGAGEMENT IS NOT ABOUT
METRICS, DATA AND ALGORITHMS
IT IS ABOUT INSPIRING ACTION!!!
THANK YOU!!
Presented by Zen Yinger ( @zenyinger ) CEO © ZenSocial LLC 9/22/2022 23