keys to great b2b facebook community #mpb2b

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Mike LewisAuthor of ‘Stand Out Social Marketing’

Vice President of Digital StrategyTATA Consultancy Services, Ltd.

@bostonmikemike@standoutsocialmarketing.com

HOW TO BUILD A GREAT B2BCOMMUNITY ON FACEBOOK

PANELISTS

Corey O’LoughlinContent Marketing Manager

MarketingProfs

@coreyolo

Kristen CurtissConstant Contact

Social Media Specialist

@kristencurtiss

Before I get started…

GO SOX!!!!

51%Of consumers are More

likely to make a purchase after ‘liking’ a brand on Facebook

750M+Monthly Visitors

41%B2B Companies who

report having acquired a customer through

Facebook

“Intro to Facebook for Business”

Hubspot, Aug 2013

FACEBOOK BY THE NUMBERS

Not just a B2C Community

Critical for B2B as well

OUTSTANDING EXAMPLES

Steel Master Buildings

SteelMaster Buildings is a global provider of prefabricated arch steel buildings that serve a

variety of residential, commercial and industrial applications.

Symantec

Symantec Business Continuity Solutions can help keep your business running. Have a

question about Norton products?Visit http://facebook.com/Norton

Neenah Paper

For more than 100 years, Neenah Paper has been an innovative leader in the creation and

manufacturing of premium, specialty and sustainable papers.

SAMPLE B2B COMMUNITY

Social Marketing Best Practices

Launched in 2010Grew from 0-10K likes by 2011

22%Of SQLs first

interactions were directly tracked back

to Facebook

34%Higher liklihood of

closing over traditional inquiries

WHAT MAKES THEM OUTSTANDING?

Audience Engagement

Compelling, Relevant Conversations

Encouraging the ‘Share’

THE 6 KEYS TO STANDING OUT ON FACEBOOK

PayingAttention

Interaction Content

Presence Management Measurement

Paying Attention

The Heart of your Facebook strategy

Involves Paying Attention to content, behaviors and individuals

Focus area: Paying attention to behavior to drive sales

Key Concepts:•Attention Silos •Attention matrix

"It’s not really about what you say, it’s about

what you hear and if you are paying

attention." Chris Brogan

Author, ‘Trust Agents’

@chrisbrogan

PAYING ATTENTION ON FACEBOOK

1. Know the 'Why': Why are you listening?

2. Understand the 'Where': Where are going to listen?

3. Establish the 'What': What are you going to pay attention to?

2 COMPONENTS OF PAYING ATTENTION

Attention Silos

Attention Matrix

ATTENTION SILOS: WHAT TO PAY ATTENTION TO ON FACEBOOK

1. Your Company & Brand2. The Market Landscape3. The Competition4. Your Customers5. The Influencers6. Buying Intent7. Your Page!

Pay attention to the conversations and actions that demonstrate a liklihood of sale. Identifying buying signals and listen for them.Example: Pella Windows

THE ATTENTION MATRIX

CUSTOMER SERVICE ON FACEBOOK

Interaction

If paying attention is the yin of social marketing, interaction is the yang.

Focus area: Interact with your audience based on who they are to drive improved response rates

Key Concepts:•Interaction Continuum•Interaction Science

THE INTERACTION CONTINUUM

TIPS AT EACH STAGE

Extended Audience

See social activity of

others in their network

Share photos and videos

Passive Followers

The silent observers

Ask Questions

Moderate Interactors

Regular Engagers

Consistency is key

Active Interactors

Top Fans Make them champions

Influential Interactors

Influencers who are active

with your brand

Guest post

TIP: PHOTO'S & VIDEOS WORK!

DO PICS RIGHT!

CASE STUDY: MARKETINGPROFS

Corey O’LoughlinContent Marketing Manager

MarketingProfs

@coreyolo

Content

Focus on the needs of your prospects… not the needs of your company

Repurposing content to drive additional interactions and responses

Key Concepts:•Home Base & Outposts•Content Mapping

MULTI-PURPOSING CONTENT

CONTENT MAPPING

FACEBOOK CONTENT TIPS

1. Don’t Oversell!2. Tag Users

3. Use Contests4. Ask questions

5. Use Polls and Surveys6. Use Pics and Video

Encourage Engagement

CASE STUDY: CONSTANT CONTACT

Kristen CurtissConstant Contact

Social Media Specialist

@kristencurtiss

Presence

Build and manage your brand persona

Create a stand out persona that thrives on interaction and posting distinctive content

Key Concepts:•Humanizing your brand•Brand Consistency

Management

Stand out management comes from internal process and execution

Manage and develop internal workflow and procedures to drive success

Key Concepts:•Workflow•Consistency

ORGANIZING INTERNALLY

FACEBOOK PRESENCE TIPS

1. Use Milestones2. Star and Highlight posts3. Connect Other Channels4. Use Custom Tabs5. Use consistent branding!

Measurement

Measure the things that impact the bottom line

Measurement based on ROI

Key Concepts:•ROI•KPIs

SOCIAL ROMI VS SOCIAL ROMO

SOCIAL ROMI SOCIAL ROMOReturn on Marketing

InvestmentReturn on Marketing

ObjectiveOverall social marketing contributions to the business over time (usually year-over-year)

Specific social marketing contributions to customer engagement and sales (usually campaign based and short term)

SOCIALROI

SOCIAL ROMI SOCIAL ROMOReturn on Marketing

InvestmentReturn on Marketing

Objective

Add All Marketing Expenditures

Determine Contribution to Results

Calculate ROMI

Calculate Lead Gen Effectiveness

Determine Contribution to Results

SOCIAL ROMI VS SOCIAL ROMO

8 ROI RELATED METRICS

Conversions

Reach & Relevance

Easiest Implementation = Link Append1. Create appended URL:

http://mycompany.com/?q=LeadSource&fn=Link2. Mask with vanity or bit/ly3. Send through appropriate channel

• Reach = SUM(Fans, Followers, Subscribers)• Reach Velocity = Social Reach growth Month-Over-Month

Interactions• Interaction = SUM(shares, likes, retweets, @replies, comments, favs, etc)

• Interaction Velocity = Social Reach growth Month-Over-Month

See also – Author Int Rate, Content Int Rate, Theme Int RateActivity Ratio

• Activity Ratio = # of Interactions / Social Reach• Active Audience Ratio = # Active Audience Members / Social Reach

•Comment-to-Content Ratio•Comment-to-Profile Ratio•Content-to-Share Ratio

8 ROI RELATED METRICS (CONT.)

Content Effectiveness

•Audience Sentiment•Contributor Sentiment•Content Sentiment•Author Sentiment

Brand Sentiment

•Total Number•Authority Domains

Inbound Links

•Influencer Score•Influential topics/areas

Influence

LEAD CAPTURE IN FACEBOOK

• Use Calls to Action• Include Links in all Captions!• Tag all links!• Webinars as Events• Facebook Chats• Tab Forms• Facebook Ads

• VP Digital Strategy at TATA Consulting Services

• Boston native, father of 2, Entrepreneur and 'marketing guy'

• Active blogger, tweeter, and social media enthusiast

• Author, Stand Out Social Marketing, McGraw-Hill, Nov 9, 2012

ABOUT ME…

Blog:StandOutSocialMarketing.com

Facebook:Facebook.com/standoutsocial

Twitter:@bostonmike

BUY THE BOOK

http://tinyurl.com/StandOutMarketing

Mike LewisAuthor of ‘Stand Out Social Marketing’

Vice President of Digital StrategyTATA Consultancy Services, Ltd.

@bostonmikemichael.lewis@tcs.com

CONTACT

STRATEGIC INTERACTION

LIFESPAN OF POSTS

PLACEMENT

TIMING

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