b2b introduction to content strategy, social media marketing and social business
Post on 17-Oct-2014
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DESCRIPTION
High level strategic approach ideas for B2B Commercial Banking and Financial institutions looking to build brand, reach decision makers and utilize content they already create.TRANSCRIPT
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Paynet Online Social StrategyCreating virtual good & saving real lives.
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AgendaIntroduction• Disclaimer• Logos• Key • Learning 1 - 3StrategyMeasurementListening*Content Strategy• You the publisher• Targeting CEOs• Linkedin Search Example• Content Calendar• LinkedIn Company Page Rev• LI Company page exampleSocial Media Marketing• Amplifying Content• Content MarketingSocial Business• Hub and Spoke• Content / Workflow HubNext Steps
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Social Media = Magic
FREE
CHEAP
EASY
MONEY
TIME
COMMITMENT
Viral
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Logo Wall (of Shame)
Brand Manager RolesDigital Analyst
**Sr. Social Media Specialist: Enablement
Social Media Manager
Promotions Writer
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3 Key Learnings…
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Learnings… #1
• Review Best Practices
• Execute Pilot Programs
• Training• Testing
Crawl Walk Run
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Learnings…#2
AAGAlign Against Goals
Measure, Tweak, Repeat…
• Targeted Content
• Channel Strategy
• Measurement Plan
• Defined Analytics
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Learnings…#3
CYACover Your Ass-ets
Go Foundation Firsti.e….• Strategy• Metrics• Listening /
Monitoring• Responding• Seed Content
Optimized Social Channels
• Customer Service
• Social Tools• Approval
process
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Strategy, Measuring &
Listening
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STRATEGYGoals Testing Tweaking Tools Metrics Consistency Focus
Commitment
What are you going for?
• Clicks
• Shares
• Likes / Favorites
• Page Likes (growth)
• PTAT – People T
alking About This
• Virality
Pick SOMETHING.
Measure it!
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MeasurementGoals Testing Tweaking Tools Metrics Consistency Focus
Commitment Just a couple of tools…
• Website Stats
• Referers
• Form submissions
• Bit.ly
• Shorten links,
track clicks
• Hootsuite (ow.ly)
• Schedule posts,
track growth,
shorten links,
auto generate
weekly reports
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LISTENING/Monitoring
Volun – told!
CongratulationsYou have been
WARNING: starting any social media account obligates you to check it, respond to questions,
address comments and generally pay attention.
Users WILL hold you to it.
…and responding
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Content Strategy
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YOU THE Publisher**PayNet’s objective is to “rewire” the credit operations of small business banking.
White Papers
Case Studies
Studies (research)
Blog Articles
Op-ed
Curated news
Google+
Vine
FoursquareTARGETED MESSAGING
Thought Leader
Influencer Engagement
Branding
Positioning
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TARGETING CEOsGoals Testing Tweaking Tools Metrics Consistency Focus
Commitment
Strategies may include:
• Blog establishment
• LinkedIn Ads
• Outbrain – Forbes,
Inc.
• PR News
• Guest Posts
• Partnerships
Measure, Tweak, Repeat
CEO Influencers
• Board of Directors
• Chief Risk Officer
• Chief Credit Officer
• Chief Lending Officer
• Chief Financial Oficer
• SVPs
• VPs
• Bloggers
• Economists
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LinkedIn Search - CEO
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CONTENT CalendarGoals Testing Tweaking Tools Metrics Consistency Focus
Commitment
Best Practices
• Strategy & Planning
• Set Goals &
Measurement
• A/B testing
• Consistency
• Flexibility
• Dedicated Resources
• Blog?
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LinkedIn Company Page Goals Testing Tweaking Tools Metrics Consistency Focus
Commitment
Current 124 followers…
• Company info – SEO
• Products – SEO
• Posts – Demonstrate
expertise
✓
✓
✓
Future 1024 CEOs…
• Active Resource for
CEOs - post daily /
weekly
• Keep products up to
date
• Growth Strategy
• Monitoring in place
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LinkedIn Co Page Ex Goals Testing Tweaking Tools Metrics Consistency Focus
Commitment
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Social Media MarketingSystems
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IF YOU BUILD IT…
You’ll have an empty
stadium.
• Promote
• Entertain
• Maintain
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Amplifying Content
Identify / Create content
in support of…
• SEO
• Lead generation
• Brand / Reputation
Building
• Marketing Campaigns
• Web Content Strategy
• Influencer Marketing
• Sentiment building
Measure, Tweak, Repeat
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Content Marketing
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Social Business
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Hub & SpokeCompany-wide Social
Media Integration
• Employees are
activated
• Customer Service
includes phone &
social
• Brand Marketing
“thinks” social at the
start
• PR includes social
friendly releases
• Events are social first
• Marketing Materials
are content for the
calendar
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Workflow Hub & Spoke
Customer Service
Absolute PD Sales Specialist
Analysts
Marketing
PR
Community Manager
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Future
http://blog.hootsuite.com/ceos-using-social-media/
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NEXT Steps
Now: Just Do It!Identify GoalsContent Strategy – BLOG• Identify the core team
• Advisor role• Champion role• Copy / Creative resources
• Identify a channel• Approach• Training• Best Practices
Try, Measure, Tweak, Repeat
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Thank you
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Appendix
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POSTING DO
• Images that pop!
• Provoking questions
• Resourceful links
• Be conversational
• Have conversations
• Shorter is BETTER
DON’T
• Over sell
• Go off brand
• Ignore questions
• Show frustration
Click a pic to view the
post
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HOOTSUITE
FREE TOOL: Save time by scheduling postsOne login for all your channels
Track metrics with weekly reportsDelegate tasks to team members
http://hootsuite.com
Fun fact: I graduated!
-Richard