Getting Social Media Right for B2B Audience
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Why and how B2B marketers can use social media to support business objectives. When 52% of US small businesses don't feel other businesses are marketing to them effectively, and 46% feel they're being "sold" to instead of "spoken" to, it might be time to integrate social media into your B2B strategy. This presentation shares will insight into why B2B marketers still struggle with social media, and provide answers and direction on how they can use social media to meet their specific B2B goals. Why is Social Media Important? • Social media is here to stay. If you don’t have a strategy, it’s more than likely your competitors will have, or are planning to. • A good strategy will, at its core, allow you to garner insight into what customers really think about your organization. It allows you to monitor and protect your reputation. • For the costs that are involved, it’s a great “soft” marketing and communication channel. Although it’s well worth remembering that measuring any ROI against social media can be extremely difficult. • Boosting overall online activity. Social media will help your SEO and drive visitors to your site. • It helps your organization speak and listen. Ever tried to make people aware of something while nobody listened? Social media can help you be heard. Equally, it allows otherwise-unheard customers to strike up a two-way conversation with you. • It makes your organization become transparent, which is a very important element in current business practice, especially online. • It’s an educational experience. You will be able to learn from customers: what they want, where they are, etc. Equally, customers can quickly learn from you: services, products, locations, etc. • Relationships will be built and maintained between you and your customers. • It helps you fish where the fish are. The Internet is becoming increasingly fragmented and distributed. Social media can help you find the correct audience or customers and engage with them, instead of wasting resources in the wrong areas. More Tips, Best Practices and Social Media Marketing Resources: FREE Evaluation of Your Social Media: http://www.customerinsightgroup.com/do-you-make-social-media-grade Social Media Blog: http://www.customerinsightgroup.com/marketinglibrary/ Social Media Infographics: http://www.customerinsightgroup.com/infographs Social Media Workshops: http://www.customerinsightgroup.com/custom-social-media-workshops Pinterest: http://pinterest.com/engagekeepgrow/
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Getting Social Media Right for B2B Audience
- 1. Getting Social Media Right For Your B2B Audience Sallie Burnett sallie@customerinsightgroup.com © 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 2. Sallie Burnett Strategist. Leader. Innovator. • President of Customer Insight Group, Inc., a leading strategic relationship-marketing firm – Customer insight Group is a leading strategic marketing firm that helps companies engage, retain and grow profitable customers relationships. We help companies assess and improve customer strategy to achieve measurable business objectives. We provide loyalty audits, social media customer engagement programs and innovative loyalty programs. • Digital marketing professor at prestigious Daniels College of Business © 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 3. Agenda • 9 Tips to Maximize Results of Your Social Media Marketing – Social Media Mistakes • Q&A • Resources © 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 4. 1 Shift From Having a “Social Presence” to Supporting Actual Business Objectives and Engaging Customers Companies who have profited from social media are twice as likely to have a FORMAL STRATEGY. Companies that have GAINED REAL VALUE from significant strategic efforts. Companies who have gained value from just “experimenting.” 52% 13% © 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758 2012
- 5. Incomplete /Out of Date Profile Social Media Mistake to Fit NOW © 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 6. 2 Align Social Media Objectives with Business Objectives Clear goals and multiple KPI’s make it easy to measure results. © 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 7. 3 Develop Plan to Manage and Engage Customers 1. STOP (Segment, Target, Objectives, Positioning) 2. Create protocol for managing customer interactions: – Who will monitor social media? – What is the initial response to potential issues? • What type of issues or feedback are not acknowledged – Who will post the follow-up responses? – How quickly will you respond? 3. Set-up weekly cross-functional social media team meeting 4. Develop weekly reporting of issues. Review how issues were resolved and other actions steps needed. 5. Use social media monitoring tools like Google Alerts, Hootsuite, SocialMention © 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 8. One Man Army Social Media Mistake to Fit NOW © 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 9. 4 Encourage Discussions • Ask opened questions • Reward and recognize customers • Put new active members in the spotlight • Don’t be too strict and censor • Acknowledge and react positively to good content © 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 10. Not Targeting Your Message Social Media Mistake to Fit NOW © 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 11. Setting it up and Forgetting It Social Media Mistake to Fit NOW © 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 12. 5 Develop a Content Calendar Steps to Developing Your Content Calendar 1. Think of creating and responding to comments, tweets, posts, etc., as simple daily maintenance. It must be done. 2. Select monthly themes that support your overall marketing plan and add value 3. Develop list of keywords. Keywords help with SEO and tell customers and prospects who you are, how you want to connect with them and what you want to talk about. 4. Based on your monthly themes develop weekly topics – Reinforce USP – Include keywords – Mix of content, i.e. tips, video, photos, lifestyle, product, promotions, etc. 5. Determine how and when each channel will be used. 6. Decide how often you want to publish each day. 7. Use tools like SocialOomph or Hootsuite to schedule your content. Monthly Theme Week 1 Week 2 Week 3 Week 4 Link Content Trivia/question Feature product Tip Video Lifestyle Photo © 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 13. Not Claiming Accounts Social Media Mistake to Fit NOW © 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 14. 6 Optimize for SEO Google+ Authorship © 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 15. 7 Make it Easy for Customers to Share Consumers Trust Friends, family, connections have greater influence. © 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 16. Not Asking For Engagement Social Media Mistake to Fit NOW © 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 17. 9 Identify Social Interactions Generating the Most Traffic Analyze Results with Google Analytics 1. Log into your Google Analytics account. 2. Under Traffic Sources in the left navigation, click Sources and then Campaigns. 3. Under Campaigns, click the name of your campaign. This will be what you entered under “Campaign Name.” © 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 18. 9 Tips to Maximize Results of Your Social Media Marketing 1. Shift From Having a “Social Presence” to Supporting Actual Business Objectives and Engaging Customers 2. Align Social Media Objectives with Business Objectives 3. Develop Plan to Manage and Engage Customers 4. Encourage Discussions 5. Develop a Content Calendar 6. Promote Your Social Media Presence 7. Make it Easy for Customers to Share 8. Recognize and Reward Customer Engagement 9. Identify Social Interactions Generating the Most Traffic © 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758 2012
- 19. Sallie Burnett sallie@customerinsightgroup.com Twitter.com/sallieburnett LinkedIn.com/in/sallieburnett Thank You! © 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 20. Resources LinkedIn Group http://linkd.in/LinkedInDiscussion InternetHowTo on Twitter http://twitter.com/internethowto Social Media Library http://www.customerinsightgroup.com/marketinglibrary Infographics http://www.customerinsightgroup.com/infographs How to Use Facebook for Business http://www.customerinsightgroup.com/facebook-pocket-guide © 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
Notas del editor
- The Social Media and Online PR Report, published by Econsultancy in association with bigmouthmedia, is based on a survey of more than 1,100 companies and agencies and was fielded in September 2009.
- In the 2012 Social Media Marketing Industry Report, Mike Stelzner asked marketers how they’re using social media.More than 1900 business-to-business (B2B) marketers shared their insights on what’s working with social media marketing and where they’d like to improve. http://www.socialmediaexaminer.com/b2b-social-media-marketing-research/For example: source = Source Media Channel this is usually things like types of content, ie video, slideshare, photo, status update, inforgraphic, etci, Campaign is the name of the campaign.
- Others will participate if they see the value and have a defined role. You also need to make is easy to participate.
- f you include a hashtag in your tweet, people who search for that hashtag will see what you tweeted. This puts your thoughts into context – it lets your followers and those browsing search results know that you want your tweet to be associated with a specific topic.inally, hashtags can lead you to a higher follower count. This isn’t a direct result of using hashtags, but rather a corollary – by using hashtags, you put your tweets in front of people who are interested in them, which often leads to an increase in followers. The more targeted and accurate your hashtag use, the more targeted followers you’re likely to accumulate. To figure out what works and what doesn’t when businesses share content on social networks, Compendium gathered data from over 200 B2B and B2C companies.Regardless of what type of company you are, you’ve got to be brief on social media – and Twitter in particular. This infographic shows that the optimal length for a tweet is between 1-5 words for B2C companies and 11-15 words for B2B companies.And surprisingly, including a question mark in your tweet or LinkedIn update actually reduces response rate by between 25-52 percent.When using an exclamation mark on Twitter, B2C companies saw 8 percent fewer clicks and B2B companies saw 15 percent fewer clicks – but on LinkedIn clicks actually rose by 27 and 26 percent respectively if they included the excitable “!”.http://www.mediabistro.com/alltwitter/social-sharing-b2b-and-b2c_b29374
- http://www.socialmediaexaminer.com/google-plus-to-boost-your-marketing/#more-26249
- Not explicitly asking someone to engage with your content. HubSpot Social Media Scientist Dan Zarrella has found the phrase "please retweet" to be the 11th most retweetable phrase. In addition, asking someone to 'like,' according to Momentus Media, increases interaction by 216%. (The words most successful at eliciting engagement are depicted here by Mashable.) If you want someone to like, comment, retweet, or watch, just ask.Read more: http://blog.hubspot.com/blog/tabid/6307/bid/28970/10-Sloppy-Social-Media-Mistakes-to-Fix-NOW.aspx#ixzz2AK6pDHCQ