warren knight b2b social media marketing
DESCRIPTION
B2B Social Media Marketing presentation for The Chartered Institute of Marketing Digital Boot CampTRANSCRIPT
B2B Social Media
“Please feel free to Tweet @wvrknight during this session”
Sales Techniques for SME
Warren KnightSpeaker / Author / Consultant
CEO, co-founder of Gloople
20 years Retail Experience5 years Social Media
International Business
Social Media for Business
Online store
Ratings &reviews
Peer to peersharing discount
EmbeddedFacebook
store
GroupBuy & FlashSale
Refer a friend
Social integration
Mobile platform
Affiliate network
Blippar
Buffer
Zopim
Social Media Explained
Social Success
Find Social forums, blogs, social sites & groups
Tune in – Listen to the conversations. Set up Google alerts, join groups and forums, use LinkedIn, follow Twitter conversations
Socialise your CRM – Integrate social profiles
Track social-driven sales – measure the return on your social investment
Social Sales
Social Success
Listen and monitor - Brand, Market and Competition
Start dialogues – come out and meet people
Identify influencers – let people inside, through blog posts, tweets
Make it easy for people to share your content – social commerce trust
Use tools that share best practice
Social MarketingSocial Sales
Social Success
Engage with customers offer a support channel for their issue
Encourage ‘one and done’ fast response to tweets & Facebook
Automate social listening
Maximise your knowledge make it easy for customer-facing people to access your expertise
Social-enable your online support portal – rewarding users who help other users Integrate all channels
Social Customer ServiceSocial MarketingSocial Sales
The Big News
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
Influence Search Rankings
The Big News
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 share Matters
Over 170 million people are already using Google+
Influence Search Rankings
Brand Continuity
Socialise your businessNo. 5
LEAD Strategy
LEAD: LISTEN
Experiment
LEAD: LISTEN
LEAD: EXPERIMENT
Best Practice
Advice: As an expert you should offer advice
Share: Article, link information that aligns with your business
Engage: Industry. Follow them, re-tweet, engage in conversations
Have fun: Be funny - send links to relevant funny articles
Special Offer: Send information about a special offer, promotion, event
5 a Day
1 Post a Day
Pictures: 3 Images at a time (Facebook)
Video: Link to a video you have placed on YouTube
Press Release: Take a picture and load or link to online article
Add Value: Talk around the business and add value to your audience
Competitions & Polls: Find out what your customer want
1 Blog a Week
LEAD: LISTEN
LEAD: EXPERIMENT
LEAD: APPLY
Develop
LEAD: LISTEN
LEAD: EXPERIMENT
LEAD: APPLY
LEAD: DEVELOP
What is Content Marketing
Blogging – 4x more popular with Google
Video + Podcasting
E-Mail Marketing
Flickr, Picasa
Social, Twitter, Google+, LinkedIn
Case Studies, White Papers
Tumbler, Posterous
The Power of Content Marketing
Tweet Your Savings
#AmexWholefoods $20 Credit, Spend $75
Case Study
5 days after posting the videosThey had 9.5 Million views on YouTube
200 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
United Airlines Breaks Guitar
11 Million Views on YouTube
Which, incidentally, would have bought Dave Carroll more than 51,000 replacement guitars
Cost The Airline $180 Million?
UNDERSTAND AND USE IT ...OR
7 Social Media Tips to Take-away
Online + Offline Integration – DIGITAL FIRST Incorporate Social Media into PR, email, direct mailing & advertising
Tracking Social Media ROI Utilise Google Analytics and tools like Hootsuite to test and track
Content MarketingUse your keywords in every form of communication
MobileIs your website is mobile compatible use HTML 5 not apps
SEOCreate your online voice & communication using your keywords
Video YouTube is the second largest search engine
Make It DigitalCreate a digital version of the original version
Consultancy / Training / Mentoring
Tell us What You
Think