Getting Social Media Right For Your B2B Audience
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The document provides 9 tips for maximizing results from social media marketing for B2B audiences. It recommends shifting from just having a social presence to supporting clear business objectives and engaging customers. It also suggests aligning social media objectives with business goals, developing a plan to manage customer interactions on social media, encouraging discussions, creating a content calendar, optimizing profiles for search engine optimization, making it easy for customers to share content, recognizing customer engagement, and identifying which social interactions generate the most website traffic. The document is presented by Sallie Burnett, president of Customer Insight Group, a strategic relationship marketing firm.
Getting Social Media Right For Your B2B Audience
- 1. Getting Social Media Right For Your B2B Audience Sallie Burnett sallie@customerinsightgroup.com
- 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 © 2012 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
- 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% © 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 5. Incomplete /Out of Date Profile Social Media Mistake to Fit NOW
- 6. 2 Align Social Media Objectives with Business Objectives • Set your objectives first, then determine the right social media tool. • Set key performance indicators for both social actions (followers, shares) and business results (site traffic, lead generation and conversion). Increase Customer Grow Gather Profits Loyalty Reach Insights © 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 7. 2 Align Social Media Objectives with Business Objectives Clear goals and multiple KPI’s make it easy to measure results. © 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 8. 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 © 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 9. One Man Army Social Media Mistake to Fit NOW
- 10. 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 © 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 11. Not Targeting Your Message Social Media Mistake to Fit NOW
- 12. Setting it up and Forgetting It Social Media Mistake to Fit NOW
- 13. 4 Encourage Discussions Engaged customers… • Recommend “products, services or brand” (58% of company respondents) • Engaged customers are “more likely to convert more readily” (44%) • Engaged customers “purchase regularly” (36%) • Engaged customers “less likely to switch supplier” (30%) © 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 14. 5 Develop a Content Calendar Bring consistency. Even when your schedule gets busy, you will still share valuable information. Saves you time. You can write your content in advance at your convenience and schedule it to publish later. Increase SEO benefits. A strategic approach with keywords in social media creates a unified brand message and drives greater visibility across all content and channels. © 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 15. 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 © 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 16. Not Claiming Accounts Social Media Mistake to Fit NOW
- 17. 6 Optimize for SEO Side bar with social input from Facebook friends Thumbs up icon indicates friends that “like” this page. © 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 18. 6 Optimize for SEO Google+ Authorship
- 19. 7 Make it Easy for Customers to Share Consumers Trust Friends, family, connections have greater influence. © 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 20. Not Asking For Engagement Social Media Mistake to Fit NOW
- 21. 8 Recognize and Reward Customer Engagement © 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 22. 9 Identify Social Interactions Generating the Most Traffic How to set up Google Analytics URL Builder 1. Go to Google Analytics URL Builder. 2. Copy and paste the website URL you will be linking to in your social media promotion. 3. Fill out the campaign information so it’s easy for you to understand the elements of the campaign later. 4. Keep a record of what you enter so that you can refer to it later. 5. Copy and paste the generated link into a link shortening tool like bitly.com and then into your campaign tweet or post. © 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 23. 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 Sourcesand thenCampaigns. 3. UnderCampaigns,click the name of your campaign. This will be what you entered under “Campaign Name.” © 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758 © 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 24. 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 © 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
- 25. Sallie Burnett sallie@customerinsightgroup.com Twitter.com/sallieburnett LinkedIn.com/in/sallieburnett Thank You!
- 26. 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
Editor's Notes
- #5: 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.
- #7: A majority of US marketing professionals claim social media is now “invaluable” to their business, according to April 2010 research from online marketing firm R2integrated.
- #8: 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.
- #10: Others will participate if they see the value and have a defined role. You also need to make is easy to participate.
- #12: 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
- #14: Source: E-consultancy Engagement Report 2009
- #15: https://docs.google.com/spreadsheet/ccc?key=0AvAXAKeO7xe0dERTM0F0RGRuNy1fTlE5MUV0X1hZQkE#gid=4
- #19: http://www.socialmediaexaminer.com/google-plus-to-boost-your-marketing/#more-26249
- #21: 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
- #22: http://www.facebook.com/media/set/?set=a.10150183789709275.329185.107926874274&type=3Hondo took listening to fans up a notch!!Want to take it up a notch? Honda showed it was listening during its "We're Fans of You Too" Week on Facebook, during which it recognized some of the innovative ways fans have shown their love for the brand over the years by mirroring these activities on their own.For example, a fan carved a Honda logo into their lawn, so Honda carved that fan's name into their corporate headquarters' lawn at the main entrance. A fan revealed his love for Honda with his Honda logo tattoo; Honda's vice president of marketing got an airbrushed tattoo of the fan's name and face. A fan requested a special Honda haircut at his barber; a Honda associate got that fan's name carved in his hair, too.
- #23: http://support.google.com/analytics/bin/answer.py?hl=en&answer=1033867&rd=1