This document provides an overview of social media for B2B organizations. It discusses how social media has become a big part of digital marketing with billions of users on major platforms. While social media is often thought of for B2C brands, the document explains how it can also be effective for B2B companies to build relationships with customers and influencers. It provides tips for B2B brands in using social media, including having a strategy, knowing the rules of each platform, getting creative with content, and measuring the results of social media campaigns. The document emphasizes the importance of understanding your brand and developing engaging content that focuses on the customer experience rather than just sales.
1. REAL SOCIAL BUSINESSSOCIAL MEDIA FOR B2B ORGANISATIONS
KRISTAL IRELAND
STRATEGY DIRECTOR
23RD MAY 2013
@kristalsmile
@enjoydigital
2. WE GET A REAL KICK OUT OF
HELPING YOU SAY MORE, SELL
MORE AND GIVE YOUR
CUSTOMERS A TRULY
MEMORABLE DIGITAL
EXPERIENCE.
3. COMPANY OVERVIEW
Enjoy Digital
Communications Limited
Specialist in generating brand response
from digital campaigns including:
• Website design and development
• Micro-sites
• Flash development
• Content management systems
• E-commerce
• Mobile
• E-CRM integration
• Usability and accessibility
• Web maintenance and support
• Website hosting
• Email solutions
• Mobile Application Development
• Search Engine Optimisation (SEO)
• Paid Search (PPC)
• Affiliate Marketing
• Price comparison management
• Social Media Marketing
• Link building strategies
• Online PR
• Digital Strategy Development
4. • We have vast experience in the digital marketing
arena with most of our team have over 10 years
individual digital marketing experience
• We are known by our clients for our commendable
service, creativity and high quality output*
• We are commercially aware that any digital
marketing activity needs to deliver a measurable ROI
*Source RAR Recommended Agency Research 2008/2012
COMPANY OVERVIEW
8. SOCIAL MEDIA IS BIG NEWS…
140 million users
340 million tweets per day
800 million active
Facebook users
7.3 million active
daily users
11.3 million
active
monthly users
800 million unique visits
4 billion hours of video – a
month!
25 million unique visits a
month
200 million users worldwide
15 million users
worldwide
10. • Digital word of mouth – people are using and ever
increasing network of online channels to share
experiences
• Their interactions within these channels are guiding
their purchase decisions via
– Collaboration
– Trust
– Control
– Research
YOUR DIGITAL CUSTOMER
16. SOCIAL MEDIA PROCESS
MEASUREMENT
MONITOR
CONVERSATION
MONITOR COMPETITOR
ACTIVITY
CLIENT BUSINESS
OBJECTIVES
RISK ASSESSMENT
IDENTIFY KEY ONLINE
INFLUENCERS FOR OUR
MARKET
SOCIAL MEDIA
OBJECTIVES
CHOOSE PLATFORMS
CONTENT PLANNING
CAMPAIGN GENERATION
CRISIS MANAGEMENT
SOCIAL MEDIA POLICY
MANAGEMENT
GROUND RULES
CAMPAIGN CREATION
AND MANAGEMENT
DAY TO DAY
ENGAGEMENT
REACTIVE CONTENT
BUILDING BRAND
- AMBASSADORS
RAVEN TOOLS /
BRANDWATCH
COMPETITOR ANALYSIS
MONTH ON MONTH
ANALYSIS
PRODUCT MENTION
ANALYSIS
PARTICIPATION
ANALYSIS
GOOGLE ALERTS
ENGAGEPLAN/PREPARELISTEN
17. KNOW YOUR BRAND!
• What do we stand for?
• What sets us apart in the
market place?
• Do people who work for us
know what our brand stands
for?
• What are our key brand
values?
• What is the personality of our
brand – our brand style?
• What are the features and
benefits of our brand?
DEVELOP A BRAND KEY!
18. DEVISE A CONTENT STRATEGY TO TELL YOUR
BRAND STORY
“If I tweet this joke everyone will laugh and think we are really interesting right?.... Then they
will buy more stuff?”
19. GET SENIOR LEVEL BUY-IN
http://www.cmswire.com/cms/customer-experience/top-40-most-influential-ceos-on-social-media-infographic-019806.php
21. BUILD A SOCIAL MEDIA CONTENT DISTRIBUTION TEAM
Social Team
Cross functional Team – Management & Marketing x 5
Ongoing feed and content generation- Internal &
External Comment - high
quality, relevant, interesting and regular updates
Website
22. LOOK BEYOND THE SALE…
http://blog.introhive.com/blog/2013/04/23/the-problem-with-social-selling/
23. BECAUSE SOCIAL MEDIA IS ABOUT PEOPLE… NOT SALES
http://www.solutionsellingblog.com/home/2009/11/13/solution-selling-cartoon-people-buy-from-people.html
28. NO. 1 – PROMOTE YOUR SOCIAL SITES IN THE HEADER
OR FOOTER OF YOUR WEBSITE
29. NO. 2 – HAVE A STRATEGY
1. Know your audience
2. Be clear on your brand values and online brand tone of voice
3. You don‟t have to do everything! Just do a few things very well!
4. Remember to cross fertilize your digital content
5. Allocate time, budget and resource
James Carson – “Social Media
Fragmentation, Econsultancy 2012”
30. NO. 3 - KNOW THE RULES
https://www.facebook.com/page_guidelines.php
32. NO. 5 - HAVE A GO, BUT ASK AN EXPERT IF UNSURE
1. Be prepared to try new things in digital – but always have a strategy, but…
2. Digital is a complex discipline - even the big brand names get it wrong!
39. Social Signals can be defined as:
Direct
• Number of Facebook Shares
• Number of Twitter Followers
• Tweets mentioning your brand name or
include a link to your website
• Amount of people who have your brand in
their Google+ Circles
• Facebook Likes
SOCIAL SIGNALS
Jason DeMyers - SEOMoz
40. Social Signals can be defined as:
In-Direct
• Increased inbound links and citations due to
improved online visibility/brand awareness
• Increased positive reviews (in Google Local
, Yelp, etc.) due to happier customers
• Decreased bounce rate, higher time on site,
and more repeat visitors to your website
SOCIAL SIGNALS
Jason DeMyers - SEOMoz
42. SOCIAL SIGNALS
SOCIAL SIGNALS DON‟T JUST MEAN AN END TO LINK BUILDING!
• Most social media websites of any kind of consequence use the „no-follow‟ attribute as a matter
of course
• Search engines can not crawl a large proportion of Facebook – so they are therefore working
with an incomplete data set. This calls into question how much direct impact Facebook activity
will have on search rankings
• Twitter itself contains a vast amount of data – data which moves in real time and very fast at
that. So it is hard to accept that unless you have a significant „viral‟ impact on Twitter leading to
a substantial volume of website traffic (we are talking major brand or PR stunt here) it is hard to
accept it will have any long term, or meaningful impact
43. SOCIAL SIGNALS
WHAT DOES MATT CUTTS SAY??
“So, there‟s this perception that, yes,
everything will go social, or links are
completely obsolete, and I think it‟s
premature to reach that conclusion. I
don‟t doubt that in ten years things will be
more social, and those will be more
powerful signals, but I wouldn‟t write the
epitaph for links quite yet.”
44. SOCIAL SIGNALS VS RANKING FACTOR
WEBSITE SEARCH ENGINE
RANKING
• Search engine ranking refers to
the position at which a particular
site appears in the results of a
search engine query
• An effective natural search
strategy should seek to achieve
good search rankings for your
keywords over a sustainable
amount of time
SOCIAL SIGNAL RANKING
• Social signals are far more likely
to be ranked in the news
sections of a Google search
rather than as a long term
search result
• With regards to retweets Google
said:
• “Yes we do use it as a signal. It is
used as a signal in our organic
and news rankings. We also use
it to enhance our news universal
by marking how many people
shared an article”
45. SOCIAL SIGNALS VS RANKING FACTOR
SO IN EFFECT SOCIAL SIGNALS ARE MOST
IMPORTANT TO THE SEARCH ENGINES WHERE
THERE IS SOME FORM OF TIMELY CONTEXT -
THEREFORE TRULY BRINGING THE SOCIAL HUMAN
FACTOR INTO THE SEARCH RANKINGS
46. SOCIAL SIGNALS – STARTING TO PROVE WITH DATA
http://www.searchmetrics.com/en/white-paper/google-ranking-factors-us-2012 /
“Which factors are relevant for a
good ranking in Google search
results?” With this study we will get
closer to the answer on the basis of
10,000 selected top-
keywords, 300,000 websites and
millions of links, shares and tweets.
We will compare potential ranking
factors and thus website
characteristics with their
corresponding Google rankings by
assessing their statistical correlation.”
48. GOOGLE PLUS
• Established in 2011 – but not potentially the „social
network‟ it was billed as being
• Google+ is the place to manage your brand estate online
and shouldn‟t be ignored
52. AUTHOR RANK
AUTHORRANK COULD BE MORE DISRUPTIVE THAN ALL OF THE PANDA UPDATES
COMBINED!*
• AuthorRank is the idea that your online reputation and influence as a content creator will
influence the search ranking results
• This is particularly important if you are very active on Google+ sharing and sign posting your
own (or indeed your brand content) online as Google will naturally preference it‟s own network
• The introduction of AuthorRank to the Google Algorithm will have significant effect on the link
graph by adding in an additional attributes to link value – trust and authority
AJ Kohn: March 30th 2012
www.benfiveyearold.com/author-rank
53. AUTHOR RANK
• AuthorRank is very much tied to
your online identity - this is a key
way that Google establishes whether
your content as a link source can be
trusted and the amount of influence
it has
• And guess what…
• Your Google+ profile is central to the
way Google establishes who you are
and the topic graph which it
determines you influence
54. AUTHOR RANK – HOW IS IT CALCULATED?
• How often your content is shared ?
• How quickly is your content shared?
• Who shared your content?
• Did those who shared your content have expertise in that topic?
• Do the same people always share your content?
• How many comments did your content generate?
• Who commented on your content?
• Were the comments of high quality/context?
• How often is your content endorsed? (+1 or liked?)
http://www.seomoz.org/blog/how-to-prepare-for-authorrank-and-get-the-jump-on-google
will reach $3.1 billion by 2014. At that point, social media will be a bigger channel than email or mobile, though still far smaller than search or display advertising. Among the global Fortune 100 companies, 65% use Twitter, 54% are on Facebook and half post videos to YouTube. 79% of the Fortune 100 use at least one of these social media sites, and 20% use all of them.
- Huthwaite story - longest serving employee - Awards
CEO’s are a big part of your brand story – not everyone has a Richard Branson but ensuring your CEO/MD get’s social and is willing to put resource in is paramount to success Tell GV story!
CEO’s are a big part of your brand story – not everyone has a Richard Branson but ensuring your CEO/MD get’s social and is willing to put resource in is paramount to success Tell GV story!