frankademy: social media strategy for b2b
TRANSCRIPT
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• Introduction to social business: why we should care?
• Implementing a social business strategy
• Social ROI
• Tools of the Trade: LinkedIn, Facebook, Blogs,Twitter and Pinterest
• Case histories on social and B2B – both the good and the bad
• Where and how to begin a successful social business strategy
Overview
• Introduction to social business: why we should care?
• Implementing a social business strategy
• Social ROI
• Tools of the Trade: LinkedIn, Facebook, Blogs,Twitter and Pinterest
• Case histories on social and B2B – both the good and the bad
• Where and how to begin a successful social business strategy
Overview
What exactly is B2B?
Source KMPG 2011
O n l y 4 2 % of Australian organisations are embracing social media
48 % have no presence
in the space
O n l y 1 6 % feel it is important to have a clear social media strategy
O n l y 2 % prioritise dedicating
funding
Source: KPMG report in B&T article: http://www.bandt.com.au/news/australian-businesses-lag-in-social-media-game
Current State of Social in Australia
Traditional Media Approach
Social Business Approach
BRAND AWARENESS BRAND REPUTATION SALES
You need both to succeed
Bought
Media Owned
Assets
“Earned”
The relative importance
Recommendations from people known
Consumer opinions posted online
Editorial content (e.g. newspaper article)
Branded websites
Emails signed up for
TV
Brand sponsorships
Magazines
Billboards / outdoor advertising
Newspaper
Radio
Ads before movies
TV program product placements
Ads served in search engine results
Online video ads
Ads on social networks
Online banner ads
Display ads on mobile devices
Text ads on mobile phones
FORUMS
BLOGS
EARNED
OWNED
BOUG
HT M
EDIA
Nielsen study agrees
Have some degree of trust in the following forms of advertising:
Source: Nielsen Global Trust in Advertising
Survey, Q3 2011
WOM is also B2B’s main purchase influence
B2B buyers are active social media users
Social is no longer optional – integration is key
First mover advantage is there to be seized
Top Take outs.. So far
WOM and social are very relevant for B2B sales
• Introduction to social business: why we should care?
• Implementing a social business strategy
• Social ROI
• Tools of the Trade: LinkedIn, Facebook, Blogs,Twitter and Pinterest
• Case histories on social and B2B – both the good and the bad
• Where and how to begin a successful social business strategy
Overview
http://www.flickr.com/photos/ontario_wande
rer/3496185271/
It’s not about the tools.
It’s how you use them.
Share, talk, answer, engage, give something
for free, have a personality, be different…
It doesn’t come naturally for most brands
Most brands are socially inept
http://trendwatching.com/briefing/
Only Human Brands succeed
with social
Most brands are not HUMAN
http://www.intersectionconsulting.com/blog/
Tactics/
Shop Front
Strategy
Social Media Best Practice
http://magicofteams.wordpress.com/2010/12/02/silos-firm-they-stand/
The Single Biggest Challenge
CLOSED Silos, separate and
information hoarding
COLLABORATIVE Freely sharing
information and knowledge internally
OPEN CULTURE Connecting internal and
external communities for mutual gain
The inevitable shift
Social Business has a knock on effect
Social media means more than a Facebook page
Brands need to be human and break down silos
It is not about the tools, but how you use them
Top Take outs.. So far
Social media requires a social business
• Introduction to social business: why we should care?
• Implementing a social business strategy
• Social ROI
• Tools of the Trade: LinkedIn, Facebook, Twitter and Pinterest
• Case histories on social and B2B – both the good and the bad
• Where and how to begin a successful social business strategy
Overview
Social media ROI for B2B
http://www.b2bbloggers.com/blog/b2b-social-media-roi/
www.allfacebook.com/facebook-wall-posts-brands-2011-10
2011 study shows
that 95% of
Facebook posts on
brand pages are
ignored
Social ROI: You get out what you put in
http://www.booz.com/media/file/BoozCo-Campaigns-to-Capabilities-Social-Media-and-Marketing-2011.pdf
The Benefits of Getting it Right
Companies view social media as offering the most benefit in
the upper stages of the purchase funnel.
Social ROI measuring framework
http://www.intersectionconsulting.com/2012/social-media-measurement-framework/
Anyone notices the
resemblance to the
Star Wars
Millennium Falcon?
Social ROI metrics put traditional ones to shame
Nearly 40% of B2B marketers’ budgets in 2011 were spent on
trade shows. Long-term lead generation was not measured.
ENGAGE & CONVERT
AT, then BEYOND
Radian6- online stalker extra ordinaire
Example report: Metcash
Volume of Metcash related mentions
146 mentions nationally across social
media channels the last 30 days
Identify core
discussions
Volume split by Media
146 posts reached
166,586 people
Who is discussing?
What Are they Saying?
USERS & TOPICS SENTIMENT
ANALYSIS Positive?
Negative? Neutral?
B2B Benefits of Social Media Monitoring
Listen for Leads You can immediately connect with those asking
the questions
Niche Target. You have a specific product / service with
a specific audience
Brand-less Conversation You can target people based on your service
and don’t need to outspend the
competition
Awareness
Opinion
Consideration
Intention
Sale
Real time justification
and understanding
Social is highly measurable & accountable
You get out what you put in
Top Take outs.. So far
Radian6 can be a useful listening and monitoring tool
• Introduction to social business: why we should care?
• Implementing a social business strategy
• Social ROI
• Tools of the Trade: LinkedIn, Facebook, Blogs, Twitter and Pinterest
• Case histories on social and B2B – both the good and the bad
• Where and how to begin a successful social business strategy
Overview
How Did you Arrive Here Today?
Which tool is the most important for B2B marketing?
• Online visibility
• Showcase your expertise
• Lead generation
Why LinkedIn is a power tool for B2B
http://blog.brainrider.com/2010/09/linkedin-for-b2b-marketing-8-best-practice-tips-to-get-customers/
5 LinkedIn tips
• It’s a company affair
• Show an interest in others
• Complete & maintain your profile
• Link your profile with other platforms
• Watch out for spam
The Voice uses LinkedIn to showcase its services
The Voice uses LinkedIn to showcase its services
The Voice uses LinkedIn to showcase its services
YouTube integration
The world’s most popular social tool:
http://www.simplyzesty.com/social-media/linkedin-vs-facebook-whos-the-best-at-b2b-infographic/
• Popularity
• Lead generation
• Low cost
• Easy to use
• Integrate Facebook into all other marketing/communication activities
• Don’t talk about yourself 24/7- listen more instead
• “build it and they will come” only works in the Field of Dreams- add value,
share, discuss and share an interest in others
How to make it work
http://www.allfacebook.com/facebook-page-consumers-2012-02
Example: UPS on Facebook
Customer case studies
Introducing the people
behind the brand
Helpful B2B info beyond
logistics
Why Blogs should be part of your social play
http://www.b2bmarketinginsider.com/social-media/blogging-is-good-business-8-tips-to-get-it-right
• Lead generation
• Excellent traffic driver
(Google Juice)
• Inbound marketing leads cost
62% less than outbound
• Showcase your experience &
thinking
How to get the most out of your blog
Update regularly
Get everyone involved
Use Keywords & Links
Use images & Tags
Comment on other blogs
37 Signals- corporate blog with 124k subscribers
37 Signals- corporate blog with 124k subscribers
Product
announcements, with
a touch of their
quirky brand
personality
37 Signals- corporate blog with 124k subscribers
Product
announcements, with
a touch of their quirky
brand personality
Transparent &
human
approach to
communications
37 Signals- corporate blog with 124k subscribers
Tips on
customising
their apps
Micro blogging aka
• Pick up sales leads
• Great research tool
• Good traffic driver
• Customer service
• Company news
Become a Star Tweeter with these tips
• Incorporate into your overall strategy
• Dedicated accounts make sense
• Listen more, talk less
• Be part of the conversation to find
solutions
@HPBizAnswers for advice
1,480 followers
@HPBizAnswers
complements the
discussion on their
blog articles and
extends the
conversation to
promote HP’s quality
SMB advice and
solutions…
The new kid on the block:
• 11.7m users worldwide and rapidly growing
• 360k users in Australia, 25th most popular site
• HUGE traffic driver- bigger than Facebook, LinkedIn & Twitter
Pinterest drives 6% of traffic to our blog after only a few weeks
http://adage.com/article/digitalnext/brands-pinterest-breaking-law/233038/
Pin your own content- otherwise respect copyright
How to rock Pinterest
Show your brand outside office hours
All pins link back to its original site to be careful what you pin
No self promotion- contribute and share only
Pin good quality and up to date images
B2B Pinterest Best Practice
• Tech manufacturer- computers,
printers, servers etc.
• Showcases its products
online catalogue
• Showcases other brands which
complement its own products
• Useful tips, e.g. Mother’s Day
gift inspiration
The conclusion: Be Social to Win in Social Media
The tools require brands to be social
The tools are as good as their users
Top Take outs.. So far
The tools work best if integrated with other assets
• Introduction to social business: why we should care?
• Implementing a social business strategy
• Social ROI
• Tools of the Trade: LinkedIn, Facebook, Blogs, Twitter and Pinterest
• Case histories on social and B2B – both the good and the bad
• Where and how to begin a successful social business strategy
Overview
SOCIAL BUSINESS CASE STUDY
Deloitte's "Entanglement" Model For B2B Digital Marketing
So, err – who’s Deloitte?
“Deloitte” is the brand under which tens of
thousands of dedicated professionals in
independent firms throughout the world
collaborate to provide audit, consulting,
financial advisory, risk management, and tax
services to selected clients.”
Deloitte; ‘I’m kind of a big deal’
Old school B2B thinking: Website / company focus
B2B Website
B2B online
universe
New school B2B thinking: Multi-channel marketing
Mobile
Tablet
B2B
Website B2B Customer
B2B online
universe
New dictum
“Be RELEVANT and DISCOVERABLE
everywhere your CUSTOMER is.”
Old ‘Hub and Spokes’ approach
B2B
Website
= inbound „paid‟ traffic
New ‘Entanglement’ approach
Mobile
Tablet
B2B
Website
“Be relevant and discoverable everywhere your customer is.”
“Clive”
Yummy!
Content: ‘planting the seed’ rather then starting with the ‘plant’
• The website is still the epicenter of B2B digital marketing
communications but its not ‘be all and end all’
• Single minded ‘Traffic driving’ digital marketing is the B2B old school –
still relevant but not ‘be all and end all’ • Social Mediums must be integrated in B2B digital marketing strategy – FROM
START
• Developing the content your consumers want will separate you from
your competition
• Through metrics and analytics we can track engagement with thought starters
then grow deeper, more relevant and engaging content
Key take-outs from Deloitte
“Be RELEVANT and DISCOVERABLE everywhere your CUSTOMER is.”
SOCIAL BUSINESS CASE STUDY
World’s largest business and technology provider
It all started with this observation…
‘To be a social business, you recognise employees need to be agile, informed and able to work beyond their job descriptions’ Jeff Schick, VP of Social Software
• Listen for leads & drive
sales
• Learn from each other
through an open exchange
• No corporate accounts-
individual employee
accounts only
IBM social media objective
http://www.emarketer.com/blog/index.php/case-study-ibm-drives-millions-dollars-worth-sales-
leads-social-media/
The IBM social media framework
Interaction &
Collaboration
http://www.emarketer.com/blog/index.php/case-study-ibm-drives-millions-dollars-worth-sales-leads-social-media/
*Culture & Leadership
People* Process Technology
The key to success- IBM’s social media policy
http://www.ibm.com/blogs/zz/en/guidelines.html
Because IBM does rely on
personal social media
accounts it needs a
sound social media policy
• Personal liability for all content
• Identify yourself as an IBM employee
• Respect copyright
• Don’t share any confidential info
• Respect your audience
• Try to add value
• Don’t pick fights and apologize where appropriate
Kinda like what you learnt at Kindergarten maybe?
Result: 400% increase in sales
1st quarter
of 2011
SOCIAL BUSINESS CASE STUDY
Leading Australian provider of business solutions
The Strategy: make business life easier
Love your work
MYOB Blog : The Pulse provides solutions
The blog provides
support and tips to
make business life
easier
MYOB - : various tabs
tutorials
Tutorials to make
the most out of the
MYOB software
profile: relevant info for SMEs
“Our solutions make business life easier…”
SOCIAL BUSINESS CASE STUDY
Aircraft engine maintenance, repair and overhaul
“We know that marketing is heading more in the direction of relationships as opposed to talking AT our customers”
How it all started…
1. Use social media to achieve greater awareness
within the industry
2. Reach potential buyers, manufacturers and key
influencers to build meaningful relationships
3. Develop a relationship with Pratt & Whitney, THE
key influencer in the industry
Social Strategy Objectives
Social Strategy Framework:
Content strategy
objective: demonstrate expertise
and thought leadership
Reach the industry, in particular
Pratt & Whitney
Gain leads, sales, advocacy, WOM
and insights
Establish the brand as an industry
specialist
Social Tools
• Credibility • Industry leadership • Leads and sales • Insights
provides discussion and leads
• Regular posts • Interesting articles
with tips and expert advice
• Keeping the end goal of their strategy in mind: Lead generation
connects with fans 4,300+ Likes, 249 people ‘talking about this’ Lead generation and driving traffic to their site/blog
Engaging fans with content and discussion
Listening and responding to community
Advocates and B2B industry contacts reciprocate!
connects with the industry
Use LinkedIn discussions to gather feedback, generate discussion, and drive traffic to their site and services
Attracted a strong following (45%) of senior B2B owners/managers in the industry, as well as entry-level enthusiasts who look to Covington for expert advice
directly engages and drives traffic
Directly engaging with their followers about aviation and aircraft topics.
Directing traffic to their latest blog posts and other social platforms
Stimulating conversation and
getting insights
shares their services and expertise
14 videos 3,800+ views .. And leads!
• Facebook fans increased from zero to over 1,000 within 3 months, reaching industry leaders and advocates
• Caught the attention of Pratt & Whitney, who are inspired to begin their own social media strategy
• Covington gained awareness and expertise by guest blogging on Pratt & Whitney’s site
• Pratt & Whitney partnered with Covington to launch an official community for the P&W’s PT6 engine…
Results
Recognised as a leader in the industry Gaining further top-of-mind consideration and leads in the industry
as community growth accelerates… And it all started with a well thought out and supported social strategy!
What NOT to do in Social Media
Honda- always identify yourself as an employee
Few Honda Facebook fans liked the new
design of their latest CUV so the product
manager of this car decided to post positive
comments on Facebook defending the
design.
The fans however were not amused and
masses of negative comments flooded the
page
Dell Hell- respond swiftly to contain disasters
http://econsultancy.com/uk/blog/7913-14-epic-social-media-fails
A photo of an exploding Dell laptop
gets published, spreading like
wildfires globally. Dell does not
respond. For a very long time.
Weeks later Dell has to recall 4m
laptop batteries and finally addresses
the issues.
What Dell should have done:
Address the issue immediately and
use social media to contain the PR
disaster
When private and corporate views clash-
Energy Watch CEO Ben Polis on racist
& sexist rant on Facebook backfires
Result: Ben
resigned, Energy
Watch’s reputation
is massively dented
http://www.heraldsun.com.au/news/more-news/polis-scandal-warns-us-to-think-before-posting/story-
fn7x8me2-1226320108427
GoDaddy- personal use of social media can backfire
http://econsultancy.com/uk/blog/7913-14-epic-social-media-fails
GoDaddy CEO Bob Parson killed an
elephant and put it on YouTube and
Twitter. The backlash was immediate
(especially from PETA) and the general
public was absolutely outraged
What Bob should have done:
1. Not kill an elephant or any other animal
2. Consider how his personal behaviour
affects the company image and sales
The tools are secondary- invest in resource instead
Start with setting objectives for your social play
Top Take outs.. So far
Don’t bullshit your audience- you will get caught
• Introduction to social business: why we should care?
• Implementing a social business strategy
• Social ROI
• Tools of the Trade: LinkedIn, Facebook, Blogs, Twitter and Pinterest
• Case histories on social and B2B – both the good and the bad
• Where and how to begin a successful social business strategy
Overview
1
• Internal- all stakeholders
• External- consumers industry, trends, competitors, strengths, opportunities, weaknesses, …
• Analysis of online chatter and buzz- agile and dynamic approach
Listen & Learn
4
• Detailed quarterly reporting on agreed key KPIs
• Constant monitoring of chatter
ROI metrics &
reporting
2
• Resource management
• Strategy implementation
• Content planning
• Social policies and guidelines
Social Business
Strategy
• Budget recommendation
• Measurement of success
• Marketing as a Service
• Plan to become a social brand
3
• Community Manager recruitment & training
• Editorial calendar
• Knowledge sharing
Community
Management
• FRANkademy workshops, training and
support
• Response flow chart
• Employee engagement
FRANk Process: 4 steps to a social business
FRANk- full service social business agency
What can we
do for you?
90% + of brands
We have Facebook and
Twitter but no one
wants to be our friend
or talk to us.
“We’ve made a start”
We’re not sure where
to start or whether
we need to?
“We are nowhere”
We have a community manager who regularly
engages with our growing community.
“We get it!”
At what stage is your B2B social business?