social media marketing 8 22-13
DESCRIPTION
An overview of social media marketing, with a specific focus on LinkedIn, Twitter, Facebook, and Google+. Key points include the importance of treating each channel differently, creating a social media policy, and measuring what matters.TRANSCRIPT
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Social Media for B2B
EVERYTHING I KNOW IN 60 MINUTES
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Outline
• Why should businesses be using social media?
• What’s in it for your business?
• The Big Three Four
– How they’re different
– How to use them appropriately
• “What should I say?”
• Setting guidelines
• Defining and measuring success
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Why?
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Why?
• 93% of B2B marketers use social marketing to market their business
• 85% of marketers reported that the number one benefit of social marketing is generating more business exposure
• 74% of marketers reported that social marketing has increased their site traffic
• 59% of marketers are using social marketing for 6 hours or more per week
Source: Marketo
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Why?
21
17
15
11
11
0 5 10 15 20 25
Social Media
Lead Gen Sites
Online Mkt Services
Online Pubs
Online Ads
Compound annual growth of B2B marketing spending
Source: AMR International
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Why?Source of leads for B2B websites:
Email11%
Organic search27%
Other3%
Social5%
Referral13%
Direct URL33%
Paid search9%
Source: AMR International
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Why?
• 70 percent of the buying process in a complex sale is already complete before clients are willing to talk with a sales person.
• Along with Google searches for product information, buyers and prospective clients are also searching for and encountering information inside of social networks.
• In addition they are increasingly asking their peers for recommendations and advice across social media.
• Social media has changed negative and positive impact to the brand and the speed at which that impact can spread to others, including media outlets.
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WHAT’S IN IT FOR YOUR BUSINESS?
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What’s in it for your business?
• Find new customers and partners
• Build relationships with existing customers
• Recruit new employees
• Stay informed
• Discover and respond to issues
• Humanize your brand
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THE BIG THREE
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THE BIG THREE FOUR
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• The #1 platform for B2B networking
• 238 million users
• 2.1 million groups
• 3 million company pages
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What to do – Personal account:
• Complete your personal profile
• Join groups (max. 50)
– Not just with your competitors
• Recommend colleagues
• Share work-related status reports
• Share examples of your work
• Engage in discussions
• Introduce people in your network
• Be professional
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• What NOT to do:
– Share non-work-related content
– Connect with people you don’t know• Unless you want to
– Connect with your competitors• Unless you want to
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Don’t be this guy!
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What to do – Company Page:
• Set up Products and Services
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What to do – Company Page:
• Set up Products and Services
• Use the banner for more than just a logo
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What to do – Company Page:
• Set up Products and Services
• Use the banner for more than just a logo
• Request recommendations
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What to do – Company Page:
• Set up Products and Services
• Use the banner for more than just a logo
• Request recommendations
• Post company-related status reports
• Share industry-related news
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Pro tip:
Searching your connections’ connections
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• The biggest social network
• 1.15 billion users
• 42 million pages
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What to do:
• Let followers see “inside” the company
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What to do:
• Let followers see “inside” the company
• “Share” company status updates through your personal account.
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What to do:
• Let followers see “inside” the company
• “Share” company status updates through your personal account.
• Reply graciously when people post on your page, even if it’s negative.
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What to do:
• Let followers see “inside” the company
• “Share” company status updates through your personal account.
• Reply graciously when people post on your page, even if it’s negative.
• Be personal.*
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What NOT to do:
• Sell, sell, sell!
• Post anything you don’t want your customers to see.
– Or your boss
– Or your mom
– Or your kids
• Beg for likes and shares.
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Maximizing your reach
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• 500 million users
• 13 million monthly users
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What to do:
• Follow influencers
• Establish credibility
• Get in conversations
• Create lists
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What to do:
• Follow influencers
• Establish credibility
• Get in conversations
• Create lists
• Be interesting.
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What not to do…
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What NOT to do:
• Post links with no description
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• 500+ million users
– If you have a Gmail account, you’re a Google+ user
• Likely to have a significant impact on search ranking
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What to do:
• Create your company page
• Experiment
• Encourage +1s from your connections
• Be patient
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“SO WHAT SHOULD I SAY?”
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Why do people follow brands?
Facebook Twitter0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
33%24%
37%44%
6% 6%
18% 23%
5% 4%
Service, support, or product newsInteresting or Entertain-ing contentFriends are fans of the brandSpecial offers/dealsCurrent Customer
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What is “good content”?
• Sales promotions
• New product announcements
• New employee announcements
• Job postings
• Invitations to company events
• Shout-outs to customers and suppliers
• Industry news
• Examples of your work
• Questions
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Social Media 4-1-1
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Have an “editorial calendar”
• A schedule of content and sales posts
• Weekly/monthly
• Key strategic messages
• Get input from multiple sources
• Central approval
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Have an “editorial calendar”
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SETTING GUIDELINES
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Setting Company Guidelines
• Varies from business to business
• Be aware of regulatory issues
• Set boundaries between work and personal use
• Establish consequences for violations
• Have an editorial review process
• Respond promptly but prudently
• View other companies’ policies at http://socialmediagovernance.com/policies.php
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Basic Guidelines
Don’t:
• Talk at people
• Blurt
• Discuss competitors
• Get into fights
Do:
• Listen and converse
• Plan and strategize
• Be your(company’s)self
• Be nice
• Be interesting
• Be generous
• Provide valueRemember: the Internet is forever!
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MEASURING SUCCESS
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What matters?
• Followers
• Retweets/shares
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What matters?
• Followers
• Retweets/shares
• Web traffic
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What matters?
• Followers
• Retweets/shares
• Web traffic
• SALES!
• LEADS!
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What should we measure?
Engagement
• New followers
• Likes, +1s
• Comments, replies
• Shares, retweets
• Clicks
Conversion
• Email signup
• Contact forms
• RFQs
• Sales
Interesting Effective
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How should we measure?
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How should we measure?
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How should we measure?
• Hootsuite
• Radian6
• Facebook Insights
• LinkedIn Company Page Analytics
• Google Analytics
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A WORD OF CAUTION
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#oops #yourefired
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To Summarize
• Don’t treat all the networks the same.
• Have a strategy.
• Establish guidelines.
• Follow the 4-1-1 rule.
• Listen and engage.
• Measure success.
• Learn and adapt.
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QUESTIONS, PEER REVIEW
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THANK YOU!
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