Seven Steps To Building A B2B Social Media Strategy

HELPING BUSINESS USE SOCIAL MEDIA MARKETING FOR A PROFIT

THEN

NOW – SME

26 Million people in the UK are on Facebook 60 minutes a day

More than 300,000 people already paid with a Tweet or a post on Facebook!

Twitter has 65 million tweets per day, which averages about 750 tweets per second

THE BIG NEWS

Influence Search Rankings

Google: YES, we do use it as a signal. It is used as a signal in our organic and news ranking. We also use it to enhance our news universally, by marking how many people share an article

Google: We treat links shared on Facebook FAN pages the same way we treat tweeted links. We have NO personal wall data from Facebook

What we TWEET matters and what we SHARE matters

& &

So why are people really on Social Networks?

23% of Twitter users follow businesses to find special promotions or sales

14% of Twitter users use the stream to find and share products and opinions

25% of customers connect with brands on Social Networks to receive discounts

More than 50% of Facebook fans and 67% of Twitters users are more likely to make a purchase from the brands they follow

Social Network visitors spend 1.5x more online that other Internet users

Brand ContinuitySTEP No.1

STEP No.2Daily/Weekly/Monthly Plan

Short Term Objectives• What’s my Voice – 74% Damage Reputation on Social Media• Increase Recognition• How Often Do I Post• Test other Networks, Forums, Groups, Blogs

Key Metrics• How Many Posts• Audience Growth• Conversation Rate• Subscribers• SEO Improvements

4 Point Risk Evaluation

• What do we WANT• What are we going to DO to get what we want (Action)• What have we LEARNT that does NOT work (New Idea)• What have we LEARNT (Questions your actions)

Find Your Target Audience

STEP No.3

LEAD StrategySTEP No.4

Listen

RSS Feeds

# Hastags

Advance Search

LEAD StrategySTEP No.5

Experiment

Hootsuite Social Automation

Hootsuite & Website Analytics

STEP No.6

ApplyLEAD Strategy

LEAD StrategySTEP No.7

Develop

CUSTOMER ACQUISITION JOURNEY

Step-By-Step Journey To A Happy Customer

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What Works

Doesn’t Work

All Media Must Be Digital

All media that wishes to build Brand advocates and engage must do much more ...It must be mobile.

It must be Spontaneous – Use your Smartphone

It must have added multimedia value (bonus material)

It must be easy to access

It must be easy to download/stream

It must do more than simply being a digital version of the traditional message

It must be able to make itself more shareable, findable and social

Where there is value, there are consumers willing to share it.

Case StudyFive days after posting the videos on their specially designed website,

Will it Blend, and on YouTube. They had 9.5 Million views on YouTube.”

150 Million upload the videos and shared.

In fact, so popular is this worldwide phenomenon that 210,000 people logged on to eBay to view the leftovers of a blended iPod and iPhone. The

dust of each of these products fetched $800 and $901 respectively

Generated more than 40,000 video views. Creates employees and summer vacationers

Deloitte Australia & The Worlds Second Largest Search Engine

Case Study

Supply Chain Firm Kinaxis Drives Traffic with Online Community

Case Study

GoalsDouble web traffic Double conversions (leads)Foster a greater awareness of the company’s supply-chain management solutions

StrategyFind out where the audience hangs out Get involved in key online locations Drive interest from there to the Kinaxis Web properties by adding value (not selling )through the creation of a highly engaging, content-rich “home” for supply chain experts to LEARN, LAUGH, SHARE and CONNECT.

ResultsTraffic:2.7X increase in traffic to Kinaxis.com 3.2X increase in conversions (leads)5.3X increase in traffic to the blog/community

Community:6X increase in registered community members Over 2,300 registered members (35% increase since Jan. 2010)

Revenues:Double-digit subscription growth, topping 30,000 users and counting

2 HOUR SOCIAL MEDIA B2B TRAINING

• 3 MONTH STRATEGY• TOOLS TO ANALYTICS • MAKE YOUR BUSINESS MORE SOCIAL• GLOOPLE

COMPLIMENTARY7 Day E-course

COMPLIMENTARY7 Day E-course

Warren Knightwww.warrenknight.co.uk

Warren Knighte: warren@warrenknight.co.ukt: @wvrknight

Caroline Boshere: caroline@warrenknight.co.ukt: @carolinebosher

Gloople – Making Shopping Socialwww.gloople.co.ukt: @gloople

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