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REAL SOCIAL BUSINESSSOCIAL MEDIA FOR B2B ORGANISATIONS
KRISTAL IRELAND
STRATEGY DIRECTOR
23RD MAY 2013
@kristalsmile
@enjoydigital
WE GET A REAL KICK OUT OF
HELPING YOU SAY MORE, SELL
MORE AND GIVE YOUR
CUSTOMERS A TRULY
MEMORABLE DIGITAL
EXPERIENCE.
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
• 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
TECHNOLOGY
PROFESSIONAL
SERVICES
FINANCIAL
SERVICES
RETAIL
LEISURE
OUR CLIENTS
SOCIAL MEDIA – SO WHAT IS THE
BIG DEAL?
THE DIGITAL WORLD
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
http://econsultancy.com/uk/blog/10752-67-of-businesses-say-social-is-
integral-to-their-marketing-mix-infographic
• 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
SOCIAL MEDIA – IT‟S ALL FOR B2C
BRANDS… RIGHT?
SOCIAL MEDIA IN A B2B CONTEXT
SOCIAL MEDIA IN A B2B CONTEXT
B2B SOCIAL STRATEGY
DEVELOPMENT
THE FIRST PLACE TO START?
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
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!
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?”
GET SENIOR LEVEL BUY-IN
http://www.cmswire.com/cms/customer-experience/top-40-most-influential-ceos-on-social-media-infographic-019806.php
DOING A BRANSON …
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
LOOK BEYOND THE SALE…
http://blog.introhive.com/blog/2013/04/23/the-problem-with-social-selling/
BECAUSE SOCIAL MEDIA IS ABOUT PEOPLE… NOT SALES
http://www.solutionsellingblog.com/home/2009/11/13/solution-selling-cartoon-people-buy-from-people.html
HUMAN BEHAVIOUR 1970…
HUMAN BEHAVIOUR 2013…
PROTECT YOUR COMPANY AND YOUR PEOPLE!
TOP 5 TIPS FOR B2B SOCIAL
MEDIA SUCCESS
NO. 1 – PROMOTE YOUR SOCIAL SITES IN THE HEADER
OR FOOTER OF YOUR WEBSITE
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”
NO. 3 - KNOW THE RULES
https://www.facebook.com/page_guidelines.php
NO. 4 – GET CREATIVE
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!
SOCIAL MEDIA MEASUREMENT
TRACKING THE CUSTOMER
TRACKING THE CUSTOMER
MEASURING ACTIVITY
TRACKING THE VALUE
SOCIAL MEDIA AND SEARCH
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
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
SOCIAL SIGNALS
HOLD ON!!!
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
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.”
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”
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
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.”
WHAT IS GOOGLE UP-TO?
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
GOOGLE BUSINESS PHOTO‟S
GOOGLE BUSINESS PHOTO‟S
AUTHOR RANK
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
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
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
AUTHOR RANK – CLAIM YOUR AUTHORSHIP
BE AWARE OF SEO‟S OR SOCIAL
MEDIA AUTHORSHIP FOR YOUR
BRAND BY EMPLOYEES - THINK
HMV TWITTER!!!
THANK YOU
QUESTIONS?

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On The Edge Manchester - Kristal Ireland

  • 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
  • 6. SOCIAL MEDIA – SO WHAT IS THE BIG DEAL?
  • 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
  • 11. SOCIAL MEDIA – IT‟S ALL FOR B2C BRANDS… RIGHT?
  • 12. SOCIAL MEDIA IN A B2B CONTEXT
  • 13. SOCIAL MEDIA IN A B2B CONTEXT
  • 15. THE FIRST PLACE TO START?
  • 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
  • 26. PROTECT YOUR COMPANY AND YOUR PEOPLE!
  • 27. TOP 5 TIPS FOR B2B SOCIAL MEDIA SUCCESS
  • 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
  • 31. NO. 4 – GET CREATIVE
  • 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.”
  • 47. WHAT IS GOOGLE UP-TO?
  • 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
  • 55. AUTHOR RANK – CLAIM YOUR AUTHORSHIP
  • 56. BE AWARE OF SEO‟S OR SOCIAL MEDIA AUTHORSHIP FOR YOUR BRAND BY EMPLOYEES - THINK HMV TWITTER!!!

Notas do Editor

  1. 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.
  2. - Huthwaite story - longest serving employee - Awards
  3. 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!
  4. 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!
  5. - Huthwaite story, building, heritage, academic approach - longest serving employee - Awards
  6. Neil Rackham - SPIN Selling
  7. - Huthwaite story, building, heritage, academic approach - longest serving employee - Awards