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B2B Social Media
- 1. B2B Social Media How Social Media Means Business (or, this isn’t your teenager’s Facebook account) Presented by RLF Communications and First Citizens Bank Ideas. Strategy. Service. www.rlfcommunications.com
- 6. of B2B buyers said social media played a major role in their research when choosing vendors. Source: Demand Gen Report B2B Buyer Survey, 2012
- 7. of B2B buyers use social media to follow group discussion threads related to their vendor research. Source: Demand Gen Report B2B Buyer Survey, 2012
- 8. of B2B buyers connect directly with potential vendors over social media. Source: Demand Gen Report B2B Buyer Survey, 2012
- 9. Social media’s superpower: The more social mentions of your brand and your website, the higher you’ll likely rank in search results. Social media boosts search results
- 10. of B2B buyers said web search influenced their selection process. Source: Demand Gen Report B2B Buyer Survey, 2012
- 11. These numbers will only go in one direction over the next few years: Up.
- 12. What can it do for me?
- 13. 1. Boost Your Brand • Establish and protect your brand online. • Make your company easier to find online. • Identify and correct things that threaten your brand. • Turn customers into advocates. • Position your company as subject experts.
- 14. 2. Drive Sales • Help customers find you. • Help you find customers. • Generate traffic to your website. • Send phone calls to your business. • Help people find your location(s). • Drive referrals. • Help make the sale.
- 15. 3. Lower Costs • Customer service after the sale. • Tech support. • Research competitors, new potential products, new potential services. • Provide information to clients. • Reduce other marketing costs. • Increase efficiency in sales & marketing activities.
- 17. Yes, It’s Measurable • Web traffic • Numbers of phone calls • Reach in your social media channels • Activity in your social media channels • Cost reductions • Sales increases (before social, after social) • Search engine rankings • Etc.
- 18. How do you create a plan?
- 19. Elements of a Plan 1. Decide on goals. 2. Determine what to measure. 3. Develop strategy: • Sharing useful content? • Contests & promotions? • Crowdsourcing? 4. Choose platforms (LinkedIn, Twitter, etc.)
- 20. How do we get it all done?
- 21. Commitment, Tools & Best Practices • No. 1: Commit to it! • No. 2: Focus! • No. 3: Measure, assess & optimize • No. 4: Use tools
- 22. Free & Cheap Tools to Start with • Hootsuite • Google Alerts • Google Analytics • Tools built into platforms (ex. Facebook Insights)
- 25. Takeaways - LinkedIn • Complete profiles for sales people, key employees. • Complete your company page. • Share content regularly (original and others’). • Have key people participate in groups (build relationships; don’t spam). • Consider LinkedIn advertising.
- 26. Takeaways - Twitter • Complete your bio and photo. • Follow people to get followers. • Use lists to manage followers, target subgroups. • Share content, be helpful, don’t spam. • Consistency and time are key. • Lots of tools out there.
- 27. Q&A
- 28. Get in Touch RLF Communications First Citizens Bank Monty Hagler Heather Witt (336) 553-1801 Vice President, Manager Retail Banking mhagler@rlfcommunications.com heather.witt@firstcitizens.com (336) 412-4108 Mark Tosczak (336) 553-1808 mtosczak@rlfcommunications.com Twitter: marktzk
Notas del editor
- This 1953 episode of I Love Lucy – “Lucy Goes to the Hospital” is one of the highest rated TV shows ever, getting more than 70% of U.S. TV viewing households tuning in.The Super Bowl this year got about 46% - which still made it one of the most watched telecasts in U.S. television history.Mass media is gone. Our communication channels have been fragmented.Now we think about five kinds of media.
- No. 1: Commit to it!Whether internal or external, you’ve got to find the resources.time (people), skills/expertise, ToolsReasonable, measurable goalsA chance for it to work (6 months – 1 year)Amount of resources and types of resources will depend on your strategyNo. 2: Focus!Better to pick one or two platforms that make sense and do them well than try to be on every platformHave a strategy and execute it consistently over timeNo. 3: Measure, assess and optimizeMeasure and learn from the results – what’s working, what’s notSeek to improve over timeNo. 4: Use toolsLots of different tools for managing and measuring social mediaRange from free/very cheap to hundreds or thousands of dollars/monthUsually with more expensive tools your trading money for time (you can do the same things without these expensive tools, but it might take you more hours – key is understanding the relative costs)