five steps to b2b social media marketing success

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5 Steps To B2B Social Media Marketing Success @heidimiller heidimillerpresents@gmail.com @spokencomm www.spoken.com

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#1 Strategic Plan

Know where you’re going

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If you don’t know where you’re going, any tool will get you there

Goals Objectives Strategies Tactics

What are your marketing goals? Increase sales, improve credibility and visibility in the market,

raise brand recognition?

What are the specific objectives? E.g. grow LinkedIn connections,

engage in conversations on Facebook, increase site

traffic

What is your core strategy? Create thought leadership content, build and engage

a niche following, etc.

What are the tactics that will help you reach those? E.g. posting daily, including weekends, responding to comments within 6 hours,

forming a Twitter team

Top 3 Reasons Brands Use Social Media

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From UK survey source

Creating brand awareness – 83% 1

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Encouraging social sharing – 56%

Gaining trust – 55%

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#2 Build the Right Team

Who Owns Social Media?

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Marketing, PR, web team, customer service?

Source: http://unbounce.com/social-media/b2b-social-media/

5 Skills That Make a Great Marketer

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Courtesy Jenny Sussin, Gartner analyst

Social dialogue Social dialogue skills to determine acceptable brand cadence, content, and messaging on various social channels

Brand communication

Brand communication skills to embody a brand personality

Communication strategy

Communication strategy skills to identify the appropriate social media channels for a brand to be present on

Persuasion Persuasion skills to bring complex conversation, seamlessly offline.

Management Management skills to maintain and prioritize multiple conversations

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#3 Select the Right Tools

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Your goals dictate your channels and tools

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Social for marketing

‣  Identify user generated content

‣  Identify market characteristics

‣  Define campaign success

‣  Research and engage influencers

Social for sales

‣  Research prospects

‣  Deliver prospect lists

‣  Identify engagement opportunities

Social for service

‣  Service feedback

‣  Cost impact analysis

‣  Measuring customer service process

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General Electric on Pinterest

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General Electric on Pinterest

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Maersk on Instagram

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Nike on Google+

Yes, B2B Favors LinkedIn

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Despite High Usage, B2B Still Unsure

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“B2B customer service is about the relationship more than the

individual transactions.” -- Diane Gordon, Senior Vice President of Customer Care for Brainshark

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#4 Embrace Content Marketing

Defining Content Marketing

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Example: Free White Paper

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Example: Free White Paper

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Example: Blog

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Example: Blog

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Example: Blog

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#5 Embrace Partner Amplification

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Focus on THEM

‣  Share their posts

‣  Like their photos

‣  Leave comments on their posts

‣  Respond to their comments

‣  Treat them like rock stars

Rock star!!

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Bonus: HootSuite mini-tutorial

Know where you’re going

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If you don’t know where you’re going, any tool will get you there

Goals Objectives Strategies Tactics

What are your marketing goals? Increase sales, improve credibility and visibility in the market,

raise brand recognition?

What are the specific objectives? E.g. grow LinkedIn connections,

engage in conversations on Facebook, increase site

traffic

What is your core strategy? Create thought leadership content, build and engage

a niche following, etc.

What are the tactics that will help you reach those? E.g. posting daily, including weekends, responding to comments within 6 hours,

forming a Twitter team

Add accounts

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Invite members and form teams

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Schedule content according to your content marketing plan

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Respond

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Set up reports, evaluate, revise

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5 Steps To B2B Social Media Marketing Success @heidimiller heidimillerpresents@gmail.com @spokencomm www.spoken.com