Struggling to figure out how to get started with social media? Follow these 7 steps to guide your efforts.

1. 7 Steps for B2B Social Media Success
Peggy Dau
margaretdau@madperspectives.com

2. Leverage Digital Media Solutions to…

3. 1. Align your strategy

4. 2. Identify your Customers
• Who are your customers? • How will the consume content?
• Executives • Online: whitepapers, webinars
• Technologists • Device: PC, SmartPhone, iPAD
• Generalists • Why do they want the content
• Where are your customers they want?
physically? • General information
• Office • Competitive analysis
• On the road • Education
• Where are your customers • What kind of information do you
socially? need to share with them?
• Social networks (LinkedIn, Twitter, • In depth analysis
Facebook) • High level overview
• Industry sites • Video, Slides, Data, Text
• Bloggers
• How do they want to interact?
• What are their motivations? • Live vs. Offline
• Personal education • 1-to-1 vs. 1-to-many vs. many-to-
• Professional advancement many

5. 3. Integrate Your Overall Marketing Strategy
Your
company

6. 4. Define Your Social Media Policy
Employees
What do they want to
understand before
participating?
Executives
HR What are their key
concerns regarding social
Leverage employee code of media?
conduct
Policy Marketing
Legal
What & How Align policy with key goals
Address confidentiality and Company will
proprietary information Enable employee training
use social media
concerns Define internal
communication policy

7. 5. Train Your Employees
• Topics:
– Company goals for use of social media
– Social Media Policy
– Recommended platforms and “handles”
– Internal/External resources

8. 6. Monitor Progress
Sentiment Engagement
•Buzz •Downloads
•Health of Brand •Pass-alongs
•Monitor/listen •Registered users
•Comments analysis •Social bookmarking
•Strong signals •Time spent on site
•Subscriptions
•embedding
Effectiveness Brand Affinity
•Conversion rates •Fans
•Frequency of •Followers
interaction •Friends
•Meeting business •Likes
objectives and goals •Ratings
•What’s working, what’s •Reviews
not •Share of voice

9. 7. Continuously Review, Assess & Revise