Social media marketing 8 22-13
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An overview of social media marketing, with a specific focus on LinkedIn, Twitter, Facebook, and Google+. Key points include the importance of treating each channel differently, creating a social media policy, and measuring what matters.
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Social media marketing 8 22-13
- 1. Social Media for B2B EVERYTHING I KNOW IN 60 MINUTES
- 2. Outline • Why should businesses be using social media? • What’s in it for your business? • The Big Three Four – How they’re different – How to use them appropriately • “What should I say?” • Setting guidelines • Defining and measuring success
- 3. Why?
- 4. Why? • 93% of B2B marketers use social marketing to market their business • 85% of marketers reported that the number one benefit of social marketing is generating more business exposure • 74% of marketers reported that social marketing has increased their site traffic • 59% of marketers are using social marketing for 6 hours or more per week Source: Marketo
- 5. Why? 21 17 15 11 11 0 5 10 15 20 25 Social Media Lead Gen Sites Online Mkt Services Online Pubs Online Ads Compound annual growth of B2B marketing spending Source: AMR International
- 6. Why? Source of leads for B2B websites: Email 11% Organic search 27% Other 3%Social 5% Referral 13% Direct URL 32% Paid search 9% Source: AMR International
- 7. Why? • 70 percent of the buying process in a complex sale is already complete before clients are willing to talk with a sales person. • Along with Google searches for product information, buyers and prospective clients are also searching for and encountering information inside of social networks. • In addition they are increasingly asking their peers for recommendations and advice across social media. • Social media has changed negative and positive impact to the brand and the speed at which that impact can spread to others, including media outlets.
- 8. WHAT’S IN IT FOR YOUR BUSINESS?
- 9. What’s in it for your business? • Find new customers and partners • Build relationships with existing customers • Recruit new employees • Stay informed • Discover and respond to issues • Humanize your brand
- 10. THE BIG THREE
- 11. THE BIG THREE FOUR
- 13. • The #1 platform for B2B networking • 238 million users • 2.1 million groups • 3 million company pages
- 14. What to do – Personal account: • Complete your personal profile • Join groups (max. 50) – Not just with your competitors • Recommend colleagues • Share work-related status reports • Share examples of your work • Engage in discussions • Introduce people in your network • Be professional
- 15. • What NOT to do: – Share non-work-related content – Connect with people you don’t know • Unless you want to – Connect with your competitors • Unless you want to
- 16. Don’t be this guy!
- 17. What to do – Company Page: • Set up Products and Services
- 19. What to do – Company Page: • Set up Products and Services • Use the banner for more than just a logo
- 21. What to do – Company Page: • Set up Products and Services • Use the banner for more than just a logo • Request recommendations
- 23. What to do – Company Page: • Set up Products and Services • Use the banner for more than just a logo • Request recommendations • Post company-related status reports • Share industry-related news
- 24. Pro tip: Searching your connections’ connections
- 30. • The biggest social network • 1.15 billion users • 42 million pages
- 31. What to do: • Let followers see “inside” the company
- 33. What to do: • Let followers see “inside” the company • “Share” company status updates through your personal account.
- 35. What to do: • Let followers see “inside” the company • “Share” company status updates through your personal account. • Reply graciously when people post on your page, even if it’s negative.
- 36. What to do: • Let followers see “inside” the company • “Share” company status updates through your personal account. • Reply graciously when people post on your page, even if it’s negative. • Be personal.*
- 37. What NOT to do: • Sell, sell, sell! • Post anything you don’t want your customers to see. – Or your boss – Or your mom – Or your kids • Beg for likes and shares.
- 42. • 500 million users • 13 million monthly users
- 43. What to do: • Follow influencers • Establish credibility • Get in conversations • Create lists
- 45. What to do: • Follow influencers • Establish credibility • Get in conversations • Create lists • Be interesting.
- 46. What not to do…
- 48. What NOT to do: • Post links with no description
- 52. • 500+ million users – If you have a Gmail account, you’re a Google+ user • Likely to have a significant impact on search ranking
- 53. What to do: • Create your company page • Experiment • Encourage +1s from your connections • Be patient
- 54. “SO WHAT SHOULD I SAY?”
- 56. Why do people follow brands? 33% 24% 37% 44% 6% 6% 18% 23% 5% 4% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Facebook Twitter Service, support, or product news Interesting or Entertaining content Friends are fans of the brand Special offers/deals Current Customer
- 57. What is “good content”? • Sales promotions • New product announcements • New employee announcements • Job postings • Invitations to company events • Shout-outs to customers and suppliers • Industry news • Examples of your work • Questions
- 59. Have an “editorial calendar” • A schedule of content and sales posts • Weekly/monthly • Key strategic messages • Get input from multiple sources • Central approval
- 60. Have an “editorial calendar”
- 62. Setting Company Guidelines • Varies from business to business • Be aware of regulatory issues • Set boundaries between work and personal use • Establish consequences for violations • Have an editorial review process • Respond promptly but prudently • View other companies’ policies at http://socialmediagovernance.com/policies.php
- 63. Basic Guidelines Don’t: • Talk at people • Blurt • Discuss competitors • Get into fights Do: • Listen and converse • Plan and strategize • Be your(company’s)self • Be nice • Be interesting • Be generous • Provide value Remember: the Internet is forever!
- 65. What matters? • Followers • Retweets/shares
- 66. What matters? • Followers • Retweets/shares • Web traffic
- 67. What matters? • Followers • Retweets/shares • Web traffic • SALES! • LEADS!
- 68. What should we measure? Engagement • New followers • Likes, +1s • Comments, replies • Shares, retweets • Clicks Conversion • Email signup • Contact forms • RFQs • Sales Interesting Effective
- 69. How should we measure?
- 70. How should we measure?
- 71. How should we measure? • Hootsuite • Radian6 • Facebook Insights • LinkedIn Company Page Analytics • Google Analytics
- 72. A WORD OF CAUTION
- 74. To Summarize • Don’t treat all the networks the same. • Have a strategy. • Establish guidelines. • Follow the 4-1-1 rule. • Listen and engage. • Measure success. • Learn and adapt.
- 76. THANK YOU!
- 77. NEXT SEMINAR: Responsive Web Design September 26, 1PM to 3:30PM
Notas del editor
- AMR International, “Online B2B Marketing in the United States: Assessment and Forecast to 2013”
- http://blog.getsatisfaction.com/2011/06/29/what-makes-people-follow-brands/?view=socialstudieshttp://mashable.com/2011/06/29/why-people-follow-brands/
- http://unbounce.com/social-media/b2b-social-media/
- Maybe whiteboard this