keys to great b2b facebook community #mpb2b
TRANSCRIPT
Mike LewisAuthor of ‘Stand Out Social Marketing’
Vice President of Digital StrategyTATA Consultancy Services, Ltd.
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
“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.
CONTACT
STRATEGIC INTERACTION
LIFESPAN OF POSTS
PLACEMENT
TIMING