Falcon Invoice Discounting: Unlock Your Business Potential
Keys to Great B2B Facebook Community #mpB2B
1. Mike Lewis
Author of ‘Stand Out Social Marketing’
Vice President of Digital Strategy
TATA Consultancy Services, Ltd.
@bostonmike
mike@standoutsocialmarketing.com
HOW TO BUILD A GREAT B2B
COMMUNITY ON FACEBOOK
4. Of consumers are More
likely to make a purchase
after „liking‟ a brand on
Facebook
Monthly Visitors
B2B Companies who report
having acquired a customer
through Facebook
“Intro to Facebook for Business”
Hubspot, Aug 2013
FACEBOOK BY THE NUMBERS
5. Not just a B2C
Community
Critical for B2B as
well
6. OUTSTANDING EXAMPLES
Steel Master Buildings
SteelMaster Buildings is a global provider of
prefabricated arch steel buildings that serve a
variety of residential, commercial and
industrial applications.
Symantec
Symantec Business Continuity Solutions can
help keep your business running. Have a
question about Norton products?
Visit http://facebook.com/Norton
Neenah Paper
For more than 100 years, Neenah Paper has
been an innovative leader in the creation and
manufacturing of premium, specialty and
sustainable papers.
7. SAMPLE B2B COMMUNITY
Social Marketing Best
Practices
Launched in 2010
Grew from 0-10K likes by 2011
Of SQLs first interactions
were directly tracked back
to Facebook
Higher liklihood of closing
over traditional inquiries
8. WHAT MAKES THEM OUTSTANDING?
Audience Engagement
Compelling, Relevant
Conversations
Encouraging the „Share‟
9. THE 6 KEYS TO STANDING OUT ON FACEBOOK
Paying
Attention
Interaction Content
Presence Management Measurement
10. Paying Attention
The Heart of your Facebook
strategy
Involves Paying Attention to
content, behaviors and
individuals
Focus area: Paying attention to
behavior to drive sales
Key Concepts:
•Attention Silos
•Attention matrix
11. "It’s not really about
what you say, it’s about
what you hear and if
you are paying
attention."
Chris Brogan
Author, ‘Trust Agents’
@chrisbrogan
12. PAYING ATTENTION ON FACEBOOK
1. Know the 'Why': Why are you listening?
2. Understand the 'Where': Where are going to listen?
3. Establish the 'What': What are you going to pay attention to?
13. 2 COMPONENTS OF PAYING ATTENTION
Attention Silos
Attention Matrix
14. ATTENTION SILOS: WHAT TO PAY ATTENTION TO ON FACEBOOK
1. Your Company & Brand
2. The Market Landscape
3. The Competition
4. Your Customers
5. The Influencers
6. Buying Intent
7. Your Page!
15. Pay attention to the conversations and actions
that demonstrate a liklihood of sale. Identifying
buying signals and listen for them.
Example: Pella Windows
THE ATTENTION MATRIX
17. Interaction
If paying attention is the yin of
social marketing, interaction is
the yang.
Focus area: Interact with your
audience based on who they are to
drive improved response rates
Key Concepts:
•Interaction Continuum
•Interaction Science
19. TIPS AT EACH STAGE
Extended
Audience
See social
activity of others
in their network
Share photos
and videos
Passive
Followers
The silent
observers
Ask Questions
Moderate
Interactors
Regular
Engagers
Consistency is
key
Active Interactors
Top Fans Make them
champions
Influential
Interactors
Influencers who
are active with
your brand
Guest post
23. Content
Focus on the needs of your
prospects… not the needs of
your company
Repurposing content to drive
additional interactions and responses
Key Concepts:
•Home Base & Outposts
•Content Mapping
26. FACEBOOK CONTENT TIPS
1. Don’t Oversell!
2. Tag Users
3. Use Contests
4. Ask questions
5. Use Polls and Surveys
6. UsePics and Video
Encourage Engagement
27. CASE STUDY: CONSTANT CONTACT
Kristen Curtiss
Constant Contact
Social Media
Specialist
@kristencurtiss
28. Presence
Build and manage your brand
persona
Create a stand out persona that
thrives on interaction and posting
distinctive content
Key Concepts:
•Humanizing your brand
•Brand Consistency
29. Management
Stand out management comes
from internal process and
execution
Manage and develop internal workflow
and procedures to drive success
Key Concepts:
•Workflow
•Consistency
33. SOCIAL ROMI VS SOCIAL ROMO
SOCIAL ROMI SOCIAL ROMO
Return on Marketing Investment Return on Marketing Objective
Overall social marketing contributions to
the business over time (usually year-over-
year)
Specific social marketing contributions to
customer engagement and sales (usually
campaign based and short term)
34. SOCIAL ROMI SOCIAL ROMO
Return on Marketing Investment Return on Marketing Objective
Add All Marketing
Expenditures
Determine Contribution to Results
Calculate ROMI
Calculate Lead Gen
Effectiveness
Determine Contribution to Results
SOCIAL ROMI VS SOCIAL ROMO
35. 8 ROI RELATED METRICS
Conversions
Reach &
Relevance
Easiest Implementation = Link Append
1. Create appended URL:
http://mycompany.com/?q=LeadSource&fn=Link
2. Mask with vanity or bit/ly
3. Send through appropriate channel
• Reach = SUM(Fans, Followers, Subscribers)
• Reach Velocity = Social Reach growth Month-Over-Month
Interactions
• Interaction =
SUM(shares, likes, retweets, @replies, comments, favs, etc)
• Interaction Velocity = Social Reach growth Month-Over-Month
See also – Author Int Rate, Content Int Rate, Theme Int Rate
Activity Ratio
• Activity Ratio = # of Interactions / Social Reach
• Active Audience Ratio = # Active Audience Members / Social
Reach
36. •Comment-to-Content Ratio
•Comment-to-Profile Ratio
•Content-to-Share Ratio
8 ROI RELATED METRICS (CONT.)
Content Effectiveness
•Audience Sentiment
•Contributor Sentiment
•Content Sentiment
•Author Sentiment
Brand Sentiment
•Total Number
•Authority Domains
Inbound Links
•Influencer Score
•Influential topics/areas
Influence
37. LEAD CAPTURE IN FACEBOOK
• Use Calls to Action
• Include Links in all Captions!
• Tag all links!
• Webinars as Events
• Facebook Chats
• Tab Forms
• Facebook Ads
38. • VP Digital Strategy at TATA Consulting
Services
• Boston native,father of 2, Entrepreneur
and'marketing guy'
• Active blogger, tweeter, and social media
enthusiast
• Author, Stand Out Social Marketing,
McGraw-Hill, Nov 9, 2012
ABOUT ME…
Blog:
StandOutSocialMarketing.com
Facebook:
Facebook.com/standoutsocial
Twitter:
@bostonmike
40. Mike Lewis
Author of „Stand Out Social Marketing‟
Vice President ofDigital Strategy
TATA Consultancy Services, Ltd.
@bostonmike
michael.lewis@tcs.com
