business-to-business social media

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Business-to-Business Social Media Presented by: Out There Advertising Kim Keuning, President Melissa D’Aloia, Account Executive

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Business-to-Business Social MediaPresented by: Out There AdvertisingKim Keuning, PresidentMelissa D’Aloia, Account Executive

Why is social media important?

Social media is here to stay• B2B buyers are spending

more time researching online

• Social media can play a big role in the decision-making process

• Leverage social media for:▫ Building relationships▫ Listening to the market▫ Influencing buyers before

they are identified as leads

Why social media for B2B• Before

▫ Prospect engaged directly with salesperson

• Arrival of Google▫ Search engine

optimization▫ Pay-per-click

• Today▫ Social media sites drive a

large portion of B2B interactions on the web

www.companywebsite.com

Fundamental concepts

•Choosing your social media identity•Social media monitoring

▫Twitter search▫Facebook search▫LinkedIn search▫Search engines▫Alerts

•Monitoring software

vs

Inbound Marketing

“Your prospect…cares about his boss or the story you're telling or the risk or the hassle of making a change. He cares about who you know and what other people will think when he tells them what he’s done after he buys from you.

The opportunity, then, is not to insist that your customers get more rational, but instead to embrace just how irrational they are. Give them what they need.”

- Seth Godin, The Rational Marketer (and the Irrational Customer), 2009

Check list – Is your company ready for social media?

My company has clear goals for social media We have the human resources to commit to

social media We produce enough quality content to

sustain a social media conversation We know which social media sites are

popular with our prospects and customers Our company website is prepared for social

media attention We are ready to incorporate social media

strategies throughout the buying process

Developing a social media strategy•Target Audience•Goals or Objectives (tie-in with overall

company goals)•Tactics•Key Metrics

Target Audience: Owners of small businesses

Objective: Increase brand awareness

Social Media Tactic: Blogging

Short-term objective 1: Promote thought leadership through blog posting on

industry best practices• Create blog publication schedule• Add RSS button• Publish blog post once a week

Short-term objective 2: Increase engagement• Respond to comments within 24 hours• Add links to blog on website and in e-

newsletter• Invite relevant guest bloggers and market

to their networks

Time invested: 1-2 hours daily

Example Tactic:

Social Media Tools•Blogging•Social Bookmarks•Microblogging•B2B Social Networks•Documents/Content•Video•Wiki and Crowd Sourced Content•Pictures•Social Search•Monitoring and Measurement

Determine your social media voice•Social voice is different

from a brand voice▫Social voice=person▫Brand voice=anonymous

•Informal is acceptable•Be genuine

Start a blog• Promote yourself

and get feedback from community

• Build prospects through search engine rankings

• Establish business as thought leader

• Share customer success stories

Using LinkedIn

•Merge offline engagement with online

•LinkedIn Groups•LinkedIn

Answers

Don’t be creepy• If you use social media

like a keyword searching robot you are going to come off as creepy

• Use common sense• Approach people like you

would want to be approached

• Be transparent

Using Twitter effectively

•Twitter search•Hashtags•Follow industry

influencers, engage customers, track competition

Be consistent and follow-up

•Social media is not about setting and forgetting, it’s about being social

•Stay engaged▫Blog consistently▫Follow-up and ask if they have any additional questions

•Send direct messages

Leverage analytics

•Website stats•Shares/Retweets/Mentions

What is driving visitors to your website?

Monitor Industry

Make it easy to share your content1. Make sharing options visible2. Allow e-mails to be viewed as web page3. Frame web pages/blog posts with a

social bar

4. Enable forward to a friend

About us page

5. Add photos of staff to about us page6. Add links to employees’ LinkedIn

profiles7. Describe employees’ expertise and cut

out the gobblygook

Start/maximize your blog

8. Update regularly - once a week at least▫ Publish helpful content and not always a

sales pitch▫ Write about topics your business

partners, customers, vendors, etc. are searching for

9. Design of blog should match your website

Taking social media seriously

10.Add links to social media sites on bottom of e-mail – let people know how they can connect with you

Be yourself and realize “You can’t do it all.”

1. Make your business more human2. Interesting content is king3. Know your audience and your goals4. Borrow knowledge from consumer world5. People buy expertise6. Social media isnt’ about you, it’s about

them7. Fuse social media with offline engagement8. Learn to be human again9. Have a goal10.Go where people are interacting now

10 Essential Social Media Lessons

You can find us at:

•www.outthereadvertising.com

•www.facebook.com/outthereadvertising

•@outtheread

•@melissadaloia