how b2bs can deliver ongoing engagement on social media channels
DESCRIPTION
This 7 step guide is well suited for SMBs looking to scale engagement across their social media channels. It's based on a personalized view your current communities, with the goal of delivering increased engagement week over week.TRANSCRIPT
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How to Deliver Ongoing Engagement
7 step guide on social media for B2B
Luis Fernandes | @luisfernandes | linkedin/in/LuisFernandes
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Common B2B Social Media Strategies
“Develop engagement and sharing channels to drive positive sentiment and build relationships.”
“Elevate brand through thought leadership content.”
CMO, Company A
CMO, Company B
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Step 1.
See your business goals in relation to your audience, and what you can measure.
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Audience Segments
Business Goals
Strategy
Performance Metrics
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Step 2. Get to know your current followers and brand advocates* .
*Brand Advocates: people who choose to share your content with their networks .
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• Languages• countries• Cities• Time Zones• Entity Type• Gender• Kred Score• Ratio of Followers vs.
Number of People They are Following
• "Newbies"• Time since last tweet• Tweets per day• Bio tags
ADVOCATES FOLLOWERS
• Languages• countries• Cities• Time Zones• Entity Type• Gender• Kred Score• Ratio of Followers vs.
Number of People They are Following
• "Newbies"• Time since last tweet• Tweets per day• Bio tags
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Step 3. Build a balanced editorial calendar…
...And create more content that advocates are likely to share often
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Sharing
Promoting
Interacting
Point: Sharing a link to a valuable piece of contentNod: Same as above, with acknowledgement of the source
Meet: Connecting and helping others to connectBow: Giving extra recognition/credit to an influencerChat: Dialogue; responding to others or making general comments
Shout: Driving traffic to customer content and marketing
Do this less
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Step 4. Identify and exploit missed opportunities.
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What are influencers sharing?
Deliver a point of view on this topic.
Influencers: Those that discuss and share business relevant topics & solutions with their networks
think do
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What content resonates on other channels?
Extend and optimize on other channels.
think do
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When are the peak posting times for my community?
Identify* + Publish value-add content during peak times.
think do
Social media monitoring tools like SocialBro can help.
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Step 5.
Assess operational impediments and build a plan to scale.
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Ad Hoc Engaged Coordinated Managed Optimized
Leadership • Viewed as unimportant
• Not clear• Bottom up
leadership
• Tactical• Functional
management
• Aligned with business goals
• Departmental leadership
• Fully integrated management
• Executive focus & participation
Strategy & Execution
• none • informal • Digital Strategy• One part-time
role
• Aligned with business goals
• Dedicated community team
• Full participation
• SM mgrs & community mgrs
Internal Education
• none • Social media guidelines
• Team training • Official policy
• Integrated training of guidelines and usage
• Training and certification
Social Listening • None or limited
• Siloed• basic brand
• Listening program
• Structured process to gain insight
• Full brand, competitive and industry
Community Engagement
• none • Limited participation
• Participating & responding
• Engaging & creating
• Influencer outreach
• Community leaders
Content Management
• none • Reporters • Publishers • Producers • Editors across content program
Measurement & Analytics
• No tracking • Basic: follows, likes, shares, comments
• Functional: tracking website traffic
• Integrated: part of performance dashboard
• Strategic: part of resources, customer sat, brand planning
Tools & Systems
• none • Free and paid • Paid: monitoring and publishing
Paid: monitoring, publishing, content curation, reporting
• Paid and Integrated: CMS, MAP, Analytics
STAGES
Example Social Media Maturity Model
Where are you?
Build a plan to scale
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Step 6.
Create + leverage pockets of excellence.
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You
1. Identify Social Media Enthusiasts2. Create simple training guides 3. Evangelize through Learn at
Lunches4. Provide “social media customer
support” for others5. Become a center of excellence
SMEs in your org.
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Step 7.
Test. Track. Iterate.
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GOALS KPIs DESIRED OUTCOMES
TRACKING
1. ACQUISTION• Increase net followers and
friends• Monitor competitor growth
2. AMPLIFICATION• Increase avg no. of
retweets and shares• Monitor no. of mentions
3. APPLAUSE• Increase no. of favorites,
+1’s, Likes
4. CONVERSIONS• Increase post CTRs• Increase comments
1. ACQUISTION• Ratio of followers to
engagers • No of followers/friends v.
competitors (2)
2. AMPLIFICATION• No. of reshares or
retweets on average for each post
• No. of mentions
3. APPLAUSE• Avg. no of favorites,
+1s, likes, etc. for each post
4. CONVERSIONS• Increase number of
click- through-rates
FY:
FY:
FY:
FY:
• SM Platform Name
• SM Platform Name
• SM Platform Name
• Bit.ly
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Goal Performance Metric
Conversions
Hypothesis
Test
Iterate
Weekly report
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Thanks,@luisfernandes