Deep dive study of popular social media strategies

1. Social Media Strategies
for B2B and B2C
(Organic and Paid)

2. Assessment Objective
1. To formulate strategies for B2B and B2C space to increase the follower/user base and get
potential leads by using both Paid and organic strategies
1. To better understand the market and different Social Media Marketing techniques so that
we can cash on them both organically and by paid methods to get ahead of competition
and build a stronger Social Media base
1. To formulate content strategies and themes for both B2B and B2C marketing space
1
2
3

3. B2B Social Media Strategies-Organic
Approach
Key
Question
1

4. Social Media Strategies- Organic Approach
 For Organic social media plan, we can cover all channels of Borderless Access, as every channel can play a vital role in some way or
the other in bringing in business to the company
 Different themes can be used for social media promotions along with the regular internal content. Some popular themes that help
gaining followers or help enhancing engagement in B2B atmosphere are Technology Advancements, Digital Marketing, the numerictips
to grow your business, etc.
 Ideal content should :
 Inform
 Educate
 Solves Problems
 Entertains
 Some types of content which we can bring in play are – Videos, PPT, Images, Text Content (eBooks, Newsletter, Case-Studies, etc),
Infographics, Blogs
 Following one-third rule should be kept in mind while formulating a content strategy
 ⅓ of content promotes business and converts audience
 ⅓ of content shares ideas and stories from thought leaders
 ⅓ is original brand content
 Blogs related to Health-Wellness, Latest Technology Trends, Mobile, Travel, Automobile, Finance, Market research, Secondary
research would bring more traffic. Also, these are the niche areas for the company. Hence, these would further build stronger
B2B relations. So, I would create blogs related to these fields in addition to environmental issues, as it showcases a company’s
goodwill and contribution towards the nature

5. Social Media Plan for a Month
 To start with the plan and calendar, we need to scan every channel for good social media habits for each channel. Like Bio, Images, etc
 Social Media plan would focus on follower gain, improved engagement and Lead generation via organic ways
 A mix of various content types can be promoted across different channels across different geographies
Date Content Type Topic Link Author Facebook Twitter LinkedIn Google+
1-Jun Blog post
1-Jun Picture
2-Jun Promotion
2-Jun White-Papers
3-Jun Third-party post
3-Jun Infographics
4-Jun Slideshare Presentations
4-Jun Case-Studies
5-Jun Videos
5-Jun Picture
6-Jun Promotion
6-Jun White-Papers
Note: Complete calendar attached

6. Organic Lead Generation
 Making social media part of the B2B marketing strategy can be a challenge. One notable use of this channel is lead generation, which
can be done effectively when connecting social media with an overall content marketing strategy
 With one single tweet/post you can reach out to individual as well as brands
 Since 2010, social media has been emerging channel for Lead generation
 Compared to outbound social media has 100% higher lead-to-close rate
 20% of the business users have replaced e-mail with social networking sites as their primary mode of interpersonal communication
 83% of the marketers invest in social media to increase brand exposure
 Social media helps :
• improve search results
• Increase the amount of inbound sales
• Increase page rank
• Influences organic SEO
• Influences keywords

7. Organic Lead Generation_Process Map
Landing
Page
Analysis of
users/followers
Convert leads into
Clients
Attractive & descriptive landing pages
Analysis & filtering of engagement from social
media channels to identify potential leads
Eye catchy promotion content for different social
media platforms with PCLW attached (not
always)
Twitter
 Free Twitter Lead
generation cards
(Standard way)
 Relevant hashtag usage
 Follower analysis to
capture influencers &
follow them, then promote
content again
 Tweet multiple times
based on the audience
time zone (considering
Twitter is a fast moving
stream)
 Usage of Tweet-pics to
highlight the key points in
a visually appealing
format
 Hosting Webinars and
Live Tweeting pointers
 Create a CTA in your Bio
 Create a CTA in your
Twitter Background
 Tweet Email-Gated Calls
to Action
Channel Strategy
Pre-
requisite
Channels
Strategy
LinkedIn
 Targeted posts
(Geography, industry,
language, etc)
 Prove expertise through
your content.
 Research your prospects.
 Join groups where your
customers hang out.
 Market yourself and stay
aggressive.
 Create an editorial
calendar.
 Mention influencers.
 Appealing creative which
can replace the default
preview in the post or can
be used as the image
upload
 Promotion of SlideShare
decks on LinkedIn helps
improve traffic both on
LinkedIn and SlideShare
Facebook
 Posts with a casual tone
to get user attention
 Promoting Content
wherein thought-leaders
can express their views.
Like a common
discussion on latest
Research Technique
 Use of appealing visual
creative
 Ask user opinion on the
report
 Use Calls-to-Action in
Cover Photos
 Include Links in Captions
 Host a Facebook Chat
 Make Facebook Events
for Webinars
 Build Forms on Tabs
 Use of appealing visual
creative

8. B2B Social Media Strategies-Paid
Approach
Key
Question
2

9. Paid Media Strategies
 Audience in our Paid campaign would be the geographies(US, Europe, APAC, ME) where Borderless access functions, the areas of interest could be
targeted as well. We can target company size range of 201-500 to 10,001+
 Targeting audience in Paid atmosphere is the key in getting genuine leads
 With paid social, you have the opportunity to pay for traffic and clicks right away. And if you do well to target your target audience on the right channels you
can build your audience with advertising to supplement your organic efforts.
 With a budget of $5K, which is considered an industry average, we need to plan tactfully to get our desired number of leads or even more
 LinkedIn serves as the most trusted channel for B2B marketing. Hence, we would be spending majority of our budget on it. The CPC or PPC technique is
preferred over CPM as here we actually pay for actions and there more chances of getting a potential lead
 Other Two channels which I would like to involve would be Facebook and Twitter as they are cost effective and have higher user base. Hence it increases
the chances of getting a potential lead as compared to other social channels. However, even YouTube and Google+ can prove to be other channels of
importance
 Paid media is a good way to promote content in order to drive earned media, as well as direct traffic to owned media properties. Paying to promote content
can help get the ball rolling and create more exposure. Social Media sites like Facebook, Twitter and LinkedIn offer advertising that could potentially help
boost your content as well as your website. Another way to gain more exposure for your content is to pay influencers to tweet or share your links, impacting
the reach and recognition your pieces receive. Using retargeting, Pay Per Click and display ads is an effective and more direct way to drive searchers to
your owned media sites like your website, to help increase traffic and/or conversion
Categories Estimated Expenditure
Visuals (Designs/graphics/visuals)
$100
LinkedIn
$2000
Facebook
$1500
Twitter
$1000
Sceduling (Hootsuite)
$104

10. Paid Social Media Strategies
Audience Targeting
Call-to-Action
Streamlined Ad Buying
Promos and Contest
LinkedIn Ads
Sponsored Updates
Content and display ads
Sponsored InMail
Promoted Tweets and Accounts
Lead-Generation Cards
Keyword Targeting
TV Targeting
 Advertising techniques to be used are Cost Per Click, Cost Per Impression, Cost Through Rate, Cost Per Lead
 Daily$1 on Facebook can grow audience by 4,000
 A dollar per day on Twitter can result in higher click rate as well
 LinkedIn CPM or CPC bid minimum is $2. CPC would be preferred for businesses as it helps you spend money for actual action done on the post or
ad

11. Innovation in B2C Social Media
Marketing
Key
Question
3

12. B2C Social Media Strategies-Organic
Approach
Key
Question
4

13. Social Media Strategies-Organic Approach
 B2C companies should focus heavily on blog content. It’s important to think about how shareable a post will be when writing blog
content.
 B2C marketers can leverage the amazing viral effect of visual content as well. Creating entertaining videos, distributed through YouTube
or other channels, is an excellent way to do this.
 Content has evolved. Now the messaging within a social post itself is a type of content marketing. It’s important that this type of content
is well thought out, specifically in terms of who the target audience is. As such, social content for B2C marketers should be more casual
– including humor and even risque’ banter works as well.
 Infographics form an important aspect of B2C marketing
 Infographic, Blogs, Newsletters, Illustrations/Photos, Mobile Apps, Videos, Online Presentation, Microsites and Webinars are examples
of some of the content themes we can use
 Blogs related Health-Wellness, Latest Technology Trends, Food, Environment, How-to-guides can bring more user attention.

14. Date Content Type Topic Link Author Facebook Twitter LinkedIn Google+
1-Jun Infographic
1-Jun Blogs
2-Jun Newsletters
2-Jun Illustrations/Photos
3-Jun Mobile Apps
3-Jun Videos
4-Jun Online Presentation
4-Jun Microsites
5-Jun Webinars
5-Jun Quizes
6-Jun Take up the survey posts
6-Jun Third Party promotion
Social Media Plan for a Month
 B2C content marketing covers the methods and best practices used to promote products and services among consumers through the use
of useful and engaging content.
 B2C helps end consumers seek a specific solution to their problems increasing their interest in company’s products
 B2C content marketing shortens the sales cycle as it removes the interference of intermediates
 A mix of various content types can be promoted across different channels across different geographies
Note: Complete calendar attached

15. Organic Lead Generation
 The ultimate goal of B2C content marketing is to capture leads, nurture and convert prospects to loyal and repeat customers.
 To achieve success in B2C social media marketing space, we need to identify consumer goals(here panel station), then formulate
strategies to achieve these goals. Then we need to identify and determine the success factors.
Facebook: The gold standard for B2C social media marketing; it remains a staple of any effective B2C social media strategy. Facebook,
for B2C, is an amazing tool for community engagement, customer support, and promotion
Twitter: Twitter is one of the only “open” social networks. This means that any tweet you create can be seen by anyone. However, it is
important to understand how to make sure your tweets are getting the most visibility possible. Make sure to research hashtags, come up
with creative campaigns, and engage with well known people in your field. Don’t forget to engage with your community on a regular basis
as well!
Instagram: Visual content is an incredibly effective tool for B2C marketers. Instagram, as a social network focused on pictures, can be
used to give a personal face to your company. Take pictures in the office and post them on a regular basis. Selfies are always a good
choice
YouTube: Video content is one of the best ways to capture your audience’s attention. Creating fun videos is something all B2C marketers
should focus on. While production value is important, there certainly is value to a less polished video – it gives your company more
personality
Best Social Media Channels for B2C

16. Organic Lead Generation_Process Map
Landing
Page
Consistent
communication with
the lead to turn them
into a panelist
Convert leads into
Panelists
Attractive & descriptive landing pages with
PCLW attached
Free videos, demos, surveys
Analyzing engagement received to identify
potential lead
Explore how panels use social media. Define
target audience. Share your market research,
lead generation, customer loyalty, and customer
feedback surveys there
Twitter
 Create a CTA in your Bio
 Create a CTA in your
Twitter Background
 Tweet Email-Gated Calls
to Action
 Keep hashtags to a
minimum in lead-gen
tweets.
 Space out the link and
image in lead-gen tweets.
 Follow up with the leads
you generate quickly.
Channel Strategy
Pre-
requisite
Channels
Strategy
Facebook
 Use Calls-to-Action in
Cover Photos
 Include Links in Captions
 Host a Facebook Chat
 Make Facebook Events
for Webinars
 Build Forms on Tabs
 Use of appealing visual
creative
 Ask user opinion on the
post/report
 Quiz posts
 Interact and Reciprocate
 Post Quality Content on
Your Profile, Pages and
Groups
YouTube
 Targeted posts
(Geography, industry,
language, etc)
 Customized preview with
attention grabbing
headline and description
 Appealing creative which
can replace the default
preview in the post or can
be used as the image
upload
 Promotion of Slideshare
decks on LinkedIn helps
improve traffic both on
LinkedIn and SlideShare
 Join groups/create groups

17. B2C Social Media Strategies-Paid
Approach
Key
Question
5

18. Paid Media Strategies
 A through research to determine the potential panel communities or panellists can give an idea or help formulate a strategy for our
audience. Furthermore we can dig deeper into the desired geographic areas and target the consumers in that direction.
 Various Paid strategies can come into play apart from the regular Social Media ads. Some of these would include Contents/quiz with give-
aways, webinars, Polls with prizes
 Social Media Channel-wise Facebook plays a vital role in B2C space. Hence, our strategies would many focus on this channel. Followed
by Twitter, YouTube and LinkedIn
 Other techniques which can come handy are: Distributing audience surveys in-store, via email, and on social media and offering an
incentive for completion of the survey like a discount
Categories Estimated Expenditure
Visuals (Designs/graphics/visuals) $100
Facebook $2000
Twitter $1500
YouTube $1000
LinkedIn $700
Contest/Quiz $500
Sceduling (Hootsuite) $104

19. Paid Social Media Strategies
Audience Targeting
Call-to-Action
Streamlined Ad Buying
Promos and Contest
Gated YT videos, Playlists
YT Ads – Display, Overlay,etc
Strong CTA for users to subscribe
Can be linked to other social media channels
LinkedIn Targeting
LinkedIn Ads
Sponsored Updates
Content and display ads
Sponsored InMail
Promoted Tweets and Accounts
Lead-Generation Cards
Keyword Targeting
TV Targeting
 Advertising techniques to be used are Cost Per Click, Cost Per Impression, Cost Through Rate, Cost Per Lead
 Daily$1 on Facebook can grow audience by 4,000
 A dollar per day on Twitter can result in higher click rate as well
 LinkedIn CPM or CPC bid minimum is $2. CPC would be preferred for businesses as it helps you spend money for actual action done on the post or
ad

20. Innovation in B2C Social Media
Marketing
Key
Question
6

21. Conversion Metrics
Some of the popular conversion metrics that can be incorporated in the plan are:
 Impression: from social media platforms
 Website Visit: unique visitor to the through social media content promotion
 Calculation of Amplification, conversion, applause rate from social media promotions
 Referral Traffic: to view the amount of referral
 Advanced Traffic Segments allow you to break out your analytics data by individual traffic source. As an
example, by creating a segment that looks at the on-site activities of your Facebook visitors, you can split up
your Goals data to determine which social sites are sending you the most eventual conversional traffic your
website receives from social networking sites
Awareness
Trigger
Search/Engage
Consider
Buy
Cost Per impression
Cost Per Click
Cost Per Engagement
Cost Per Lead
Cost Per Sale

22. Few Other Popular Strategies to Increase
Follower or User Base Organically
 Tweeting links to your content directly to influencers
 Retweet/share content of your clients and also others, which are relevant to your services
 Asking influencers (with whom you already have a relationship) to tweet your content to their followers
 When you post a link to content on your Facebook page, tag relevant influencers
 Post your content in relevant groups and communities in LinkedIn, Facebook & Google Groups
 Answer questions relevant to your industry/product in Quora
 Consistent analysis of Amplification, Applause and Conversion rate from the content promoted to
determine the rate of success
 Guest Blogging: Positions you company as an authority and well-known name in the industry
 Attaching PCLW wherever possible in our promotion posts/updates

23. Twitter
 Add a call to action: The easiest way to get people
to click on a link? Just ask them. Even a simple
call to action such as “Click Here” increases the
likelihood of people clicking on a link.
 Include images: Like Facebook, Twitter is
prioritizing visuals, and it now shows previews of
tweeted photos directly in the Twitter stream. Vine
Videos are great source
 Be human: The brands that comment on real-time
events like the rest of us would get the most
followers.
 Post at the right time: Click-through rate for tweets
on weekends to be higher than those posted
Monday through Thursday. Also, tweet in the
afternoon instead of the morning.
LinkedIn
 Company Pages: The most effective way to
guarantee an audience for your content is to get
LinkedIn users to follow your Company Page.
 Admins can also ask to receive Trending Topics
 The best times to post to LinkedIn are at the start
and end of the professional work day, when
people are most likely to check the platform. This
means 7am to 9am, and 5pm to 6pm.
 Company Page admins have access to LinkedIn
Analytics, which provides stats on the most
engaging posts, the demographics of followers,
and performance of competitor brands' pages.
Facebook
 Track posts' performance: Track page posts
using Facebook's Page Insights feature. The tool
now offers even more insights into how audiences
are consuming your posts, with stats on
engagement, reach, and demographics.
 Pictures are better than text: Not all Page posts
are created equal. With a move to becoming more
visually engaging and mobile friendly, Facebook
ranks posts with images higher than plain text
posts in its News Feed algorithm.
 Post about trending topics: It's a great opportunity
for marketers to identify and participate in topics
that are trending in the moment, either through
promoting their own relevant blog posts or simple
status updates.
 Add and track links: Posts with links are also more
engaging than status updates with just text in
them. Add links to blog posts, microsites or
interesting news articles.
 Tag other pages in posts: Try to tag other
Facebook pages in them. This could include
official Facebook pages for celebrities, TV shows,
sports teams, or even other brands.
Content Tips for Different Social Media Channels

24. SM Best Practices
 Publish a clear posting policy. State what is and is not
allowed. Then back it up with consistent, judicial
management.
 Answer anyone with legitimate questions or concerns
 Don’t use auto post tools (this can backfire in relation to
breaking news)
 Monitor all mentions of brand
 Facebook response time = 2 hours, Twitter = 30 minutes
 Do NOT delete comments unless they clearly violate
posting policy, and make sure to post reference to the
specific policy violated.
 Be very selective about what you post. All posts must
provide some benefit or value.
 Do not post more than 1 time per day (unless breaking
news)
 Keep abreast of social media industry trends through
regular use of pubs like Mashable
 Pay attention to most popular content
 Act as an agnostic gate keeper (not a biased dictator)
SM Conversion Tactics
 Explicit calls-to-action (make instructions dummy proof)
 Do not use CTAs too often
 Peak engagement phase is immediately after someone takes
action (ask for follow up sharing of what they did)
 Replicate all requests within Facebook (use CMS API tech).
People usually want to stay in Facebook. However, also give
them the option of going to your website (for security
perceptions).
 Answer/Thank everyone that acts or asks a question (this can
be automated)
 Monitor with TweetDeck or Google Alerts (free) or purchase
social CRM (SmallAct or SpredFast)
 Facebook ads can be targeted (and you can set it to be
charged only when clicked, similar to PPC advertising)
 Close the loop: Tell users what their actions meant (once
campaigns are finished)
 Track and report on actions that allow you to make effective
adjustments
 Make “it” about the user (put things from their perspective)
 Where applicable, target local subsets of users with content
specific to that audience

25. Overview
1. B2B and B2C both act differently as well as in similar fashion when it comes to social media marketing.
2. There is a very fine line which is very important. B2B is more serious space whereas we can experiment
and have a casual approach in B2C marketing.
3. For social media marketing by organic ways , we should use all our channels keeping our favorites as
Facebook, Twitter, LinkedIn and YouTube. Every channel can add value in one way or the other.
4. Where as when it comes to paid marketing, selected channels are used as we have limited budget.
While LinkedIn, Facebook, Twitter are major channels for B2B paid marketing with LinkedIn being on
top, for B2C paid marketing the channels which play a vital role are mainly Facebook, Twitter, YouTube
and LinkedIn, with Facebook being a favorite with higher user base.
5. Hence, we need to carefully formulate strategies for both B2B and B2C environment by keeping a good
mix of both Paid and Organic marketing approach.

26. Thank You