rock your b2b social business strategy

Jennifer Zick | Senior Director of Marketing | Magnet 360

COVER PAGE

@jenniferzick#smrockstarevent

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WHEN I’M NOT IN MILROY…

WHY B2B SOCIAL?Raise your hand if…


ON THE AGENDA

• Critical Gap & Opportunity• Magnet 360 – B2B Social Case Study• Lessons Learned on the Journey• Q&A

B2B SOCIAL:THE CRITICAL GAP


THE CONTINUUM OF SOCIAL BUY-IN

Understand the ImportanceUnderstand the Value

CRITICAL GAP


COMMON EXCUSES (IMPORTANCE)

• We don’t do or sell anything exciting.• Our customers don’t use social media.• Our competitors don’t use social media.• Our executives aren’t asking for social.• Our company is in a highly regulated industry.• We don’t have time for social media.• We tried it once and had no ROI.• We really don’t have any clue what we’re doing

when it comes to social media.


COMMON CHALLENGE (VALUE)

ROI


SOCIAL OPPORTUNITY

• Establish trust.• Build relationships.• Demonstrate competence.• Teach.• Learn.• Make friends.• Find partners.

- Social Media Today

All critical activities for B2B lead generation and selling.

MAGNET 360A B2B SOCIAL CASE STUDY

OUR MANTRA

DEEP EXPERTISE

S A L E S F O R C E E X P E R T I S E

/// Partner Since 2004

/// 1,500 + Platform Projects

/// 95 Certifications

/// 8.9 Customer Satisfaction Score

C L I E N T T R U S T E A R N E D E V E RY D AY

WHO WE ARE

/ / / CLIENT TRUST EARNED EVERYDAY/// CONSTANT EVOLUTION/// RESPONDING WITH URGENCY

/// COLLABORATION/// SHARED OWNERSHIP/// ROCKIN

MINNEAPOLIS | NEW YORKCHICAGO | SAN FRANCISCO

95+ EMPLOYEES


OUR SOCIAL JOURNEY

1 PLATFORMS

2 PRODUCTION TEAM

3 CONTENT

4 EMPLOYEE SUPPORT

5 EXEC ALIGNMENT

6 PROVING VALUE

1. PLATFORMS


DEFINING THE MIX


DEFINING THE MIX

Source: 2013 B2B Small Business Content Marketing Trends – North America: Content Marketing Institute/Outbrain


THE BIG FIVE FOR B2B


4X BETTER B2B LEAD CONVERSION


TOP IN B2B CUSTOMER ACQUISITION

B2B Companies who Acquired a Customer Through This Channel


USE TWITTER, GET 2X MORE LEADS


TWITTER > FACEBOOK FOR LEADS

Source: Optify 2012 B2B Marketing Benchmark Report

Facebook drives traffic, but Twitter outperforms in lead conversion by > 9:1.


FACEBOOK = WHERE THE PEOPLE ARE


WHERE THE PEOPLE’S FRIENDS ARE


VALUE OF GOOGLE+

Source: Crimson-Consulting.com


GROWTH OF GOOGLE+


GOOGLE+ RISING SUPERSTAR

Google+ is the next HUGE thing for B2B social marketing. #smrockstarevent

Here’s a sweet tweet…Source: CompeteJanuary, 2013


SET TO SURPASS FACEBOOK BY 2016


VALUE OF YOUTUBE


VALUE OF YOUTUBE

Source: Forbes

2. PRODUCTION TEAM


LET’S BE HONEST…THIS ISN’T EASY.

3. CONTENT


MAGNET 360 CONTENT EVOLUTION

CONTENT

PUBLISHINGTOOL SET

METRICS

APR 2012 SEP 2013 2014JAN 2013

White PapersEventsNewsPhotos

Website

None

Cultural ContentCurated ContentEmployee Blogs

BlogEloqua (limited)TwitterFacebookLinkedIn

General Engagement Trends

VideoInfographicsLive TweetingPresentationsExecutive BlogsCase Studies

MarketoYouTubePinterestSlideshareGoogle+VineInstagram

Individual Activities

Content Performance by Piece

WebinarsCustomer Stories

ForumsCommunitiesThird Party Blogs

Campaign Content Performance

Leads to Revenue


CONTENT PLANNING & PRIORITIZATION

Corporate Business Plan

Annual Marketing Plan

• Whitepaper• Related Blogs / Videos / Infographics / Social Posts• Related Content Curated from Other Sources• Related Events (hosted, sponsored, attending, speaking)

Monthly Content Plan (Proactive)

• Breaking News / Press Releases / Awards• Changing Market Dynamics / Our Perspective• Other Events

Opportunistic Content (Reactive)

• Culture, Community, Humor etc.

Personality / Filler Content


HOW WE COLLABORATE


PAPER. SOMETIMES IT WORKS BEST.


WE STARTED WITH CATS + CULTURE


WE ADDED A LITTLE CHARACTER


WE MADE CONNECTIONS


WE TOOK MORE PHOTOS


WE USED OUR OWN MODELS


WE HAD WAAAAY TOO MUCH FUN


WE PULLED IT ALL TOGETHER

4. EMPLOYEE SUPPORT


WE INVITED THOUGHT LEADERSHIP


WE INVITED THEM TO LEARN WITH US


WE INVITED THEM TO JOIN OUR TEAM

5. EXEC ALIGNMENT


FUNNY THING ABOUT LEADERS…


THE KEY TO EXECUTIVE ENGAGEMENT

6. PROVING VALUE


MEASURING SOCIAL VALUE

Engagement Activity Value

LESSONS LEARNED


B2B SOCIAL STRATEGY – LESSONS LEARNED

• Identify what different social channels do best, and build a plan around each.Platforms

• Hire solid communications pros.Production Team

• Start with what you have. Everything you are and do is content. Content

• Invite them, teach them, showcase them, reward them.Employee Support

• Get everyone else in the conversation, and they will step up to lead.

Executive Alignment

• The value of Social Media isn’t always in ROI, but in “dollars and sense”.Proving Value

THANK YOU!

[email protected]

@jenniferzick

in/jzick

rock your b2b social business strategy

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