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Inside	
  Academy	
  
	
  
	
  
B2B	
  Social	
  Media	
  &	
  Blogging	
  
Contents	
  
Sec$on	
  1	
  -­‐	
  Social	
  Media	
  &	
  Blogging	
  Overview	
  
    	
  i.        	
  Social	
  Media	
  Defini:on	
  
    	
  ii. 	
  5	
  Interes:ng	
  Stats	
  
    	
  iii. 	
  Social	
  Media	
  Usage	
  &	
  Types	
        	
  	
  
    	
  iv. 	
  Why	
  is	
  Social	
  Media	
  Important	
  
Sec$on	
  2	
  –	
  Social	
  Media	
  Principles	
  
    	
  i.        	
  Strategy	
  
    	
  ii. 	
  Implementa:on	
  &	
  Ac:vity	
  
    	
  iii.	
   	
  Content	
  
Sec$on	
  3	
  –	
  Key	
  Social	
  Networks	
  
    	
  i.        	
  Facebook	
  
    	
  ii. 	
  TwiGer	
  
    	
  iii. 	
  LinkedIn	
  	
  
Sec$on	
  4	
  –	
  Blogging	
  
    	
  i.	
   	
  Blogging	
  Overview	
  
    	
  ii. 	
  The	
  Main	
  Benefits	
  of	
  Blogging	
  
    	
  iii. 	
  Blog	
  Content	
  
    	
  iv. 	
  Guidelines	
  
    	
  v. 	
  Tracking	
  &	
  Analy:cs	
  
Sec:on	
  1	
  
	
  
Social	
  Media	
  &	
  Blogging	
  Overview	
  
	
  
	
  
Social	
  Media	
  [so-­‐cial	
  me-­‐dia]	
  
     	
  
            …a	
  group	
  of	
  internet-­‐based	
  applica5ons	
  that	
  build	
  
            on	
  the	
  ideological	
  and	
  technological	
  founda5ons	
  
            of	
  Web	
  2.0,	
  and	
  that	
  allow	
  the	
  crea5on	
  and	
  
            exchange	
  of	
  user-­‐generated	
  content1	
  




Source:	
  A.M	
  Kaplan,	
  M.	
  Haenlein	
  2010	
  
5	
  Interes:ng	
  	
  
             Social	
  Media	
  Stats	
  

1.  23%	
  of	
  internet	
  :me	
  is	
  spent	
  on	
  social	
  networks	
  
2.  250,000,000	
  Facebook	
  users	
  log-­‐in	
  at	
  least	
  once	
  every	
  24	
  hours,	
  
    sharing	
  7,000,000,000	
  pieces	
  of	
  content	
  each	
  week	
  
3. 	
  TwiGer	
  currently	
  has	
  200,000,000	
  global	
  users,	
  and	
  a	
  growth	
  rate	
  of	
  
   	
  15,000%	
  
4. 	
  There	
  are	
  152,000,000	
  Blogs	
  on	
  the	
  Internet,	
  read	
  by	
  77%	
  of	
  
   	
  Internet	
  users	
  
5. 	
  93%	
  of	
  b2b	
  marketers	
  adopt	
  some	
  form	
  of	
  social	
  media	
  in	
  their	
  
   	
  overall	
  marke:ng	
  strategy	
  
Sources:	
  [1]	
  Nielson	
  2011,	
  [2]	
  Financialsocialmedia.com	
  19/05/11,	
  [3]	
  Lauren	
  Pantanacce	
  Interview	
  	
  	
  
(hGp://www.webdeux.info/),	
  	
  [4]	
  Thereal:mereport.com	
  11/03/10,	
  JESS3TM,	
  [5]	
  Black	
  Box	
  Social	
  Media	
  
	
  
Social	
  Media	
  –	
  Social	
  Media	
  Usage	
  &	
  Types	
  
•  Social	
  media	
  is	
  used	
  in	
  many	
  ways	
  by	
  different	
  types	
  of	
  user	
  
     –      For	
  Individuals	
  to	
  communicate	
  
     –      For	
  Marketers	
  to	
  build	
  &	
  posi:on	
  brands	
  
     –      For	
  Businesses	
  to	
  connect	
  with	
  customers	
  
     –      For	
  Informers	
  to	
  spread	
  informa:on	
  
     –      For	
  Everyone	
  to	
  share	
  content	
  
     	
  
•  There	
  are	
  currently	
  three	
  types	
  network	
  within	
  social	
  media	
  
     –  Social	
  Networks	
  –	
  User	
  driven	
  networks	
  supported	
  by	
  an	
  independent	
  
        placorm	
  [E.g.	
  Facebook,	
  TwiGer,	
  LinkedIn]	
  

     –  Media	
  Sharing	
  Networks	
  –	
  Networks	
  that	
  allow	
  users	
  to	
  easily	
  share	
  
        content	
  from	
  across	
  the	
  web	
  [E.g.	
  Digg,	
  Reddit,	
  StumbleUpon]	
  

     –  Self-­‐generated	
  Networks	
  –	
  Blogs,	
  forums	
  and	
  customizable	
  social	
  networks	
  
        such	
  as	
  Ning	
  
Social	
  Media	
  –	
  Why	
  is	
  Social	
  Media	
  Important	
  
•  Whether	
  you	
  like	
  it	
  or	
  not,	
  social	
  media	
  is	
  now	
  an	
  essen:al	
  means	
  
   of	
  communica:on	
  for	
  individuals,	
  businesses	
  &	
  brands,	
  and	
  it’s	
  
   here	
  to	
  stay	
  

•  Despite	
  long-­‐standing	
  B2C	
  popularity,	
  B2B	
  marketers	
  are	
  only	
  
   recently	
  beginning	
  to	
  recognize	
  the	
  poten:al	
  of	
  social	
  media	
  

•  Social	
  media	
  has	
  many	
  poten:al	
  uses	
  and	
  benefits	
  for	
  b2b	
  
   marketers	
  
     –    Increasing	
  brand	
  visibility	
  &	
  awareness	
  
     –    Educa:ng	
  poten:al	
  customers/clients	
  
     –    Developing	
  Thought	
  Leadership	
  
     –    Building	
  credibility	
  and	
  reputa:on	
  
     –    Recording	
  customer	
  feedback	
  
     –    Genera:ng	
  sales	
  leads	
  
The	
  Bo0om	
  Line…	
  
	
  
     When	
  implemented	
  effec5vely,	
  social	
  
     media	
  can	
  create	
  new	
  leads,	
  clients	
  &	
  
     customers	
  
Sec:on	
  2	
  
	
  
Social	
  Media	
  Principles	
  
	
  
	
  
Social	
  Media	
  –	
  Strategy	
  
•  Careful,	
  strategic	
  planning	
  is	
  essen:al	
  to	
  	
  
	
  	
  	
  	
  	
  successful	
  b2b	
  social	
  media	
  marke:ng	
  
      –  Set	
  measurable	
  objec:ves	
  –	
  What	
  do	
  you	
  want	
  to	
  achieve?	
  

      –  Assign	
  the	
  personnel	
  to	
  be	
  able	
  to	
  fully	
  commit	
  

      –  Not	
  all	
  social	
  networks	
  are	
  relevant	
  for	
  every	
  businesses	
  –	
  Consider	
  which	
  
         ones	
  your	
  customers	
  and	
  compe:tors	
  use	
  

      –  Monitor	
  relevant	
  social	
  network	
  conversa:ons	
  -­‐	
  Listen	
  to	
  what	
  your	
  
         customers	
  are	
  saying	
  

      –  Consolidate	
  exis:ng	
  shareable	
  content	
  and	
  plan	
  how	
  to	
  create	
  fresh,	
  quality	
  
         content	
  that	
  will	
  engage	
  users	
  

      –  Make	
  your	
  website	
  is	
  social	
  media	
  friendly	
  with	
  social	
  network	
  buGons	
  and	
  
         ‘ShareThis’	
  or	
  ‘AddThis’	
  links	
  
Social	
  Media	
  –	
  Implementa:on	
  &	
  Ac:vity	
  
•  Ensure	
  consistency	
  across	
  all	
  social	
  networks	
  –	
  This	
  includes	
  all	
  
   branding,	
  tone	
  of	
  voice	
  and	
  links/content	
  

•  Effec:ve	
  social	
  networking	
  is	
  dependent	
  on	
  regular	
  ac:vity	
  –A	
  
   dormant	
  social	
  media	
  page	
  is	
  even	
  worse	
  than	
  no	
  page	
  

•  Listening	
  Vs.	
  Par:cipa:ng	
  
     –  A	
  common	
  mistake	
  marketers	
  make	
  with	
  social	
  media	
  is	
  spending	
  too	
  much	
  
        :me	
  marke:ng	
  
     –  Social	
  media	
  users	
  do	
  not	
  respond	
  to	
  the	
  hard	
  sell	
  –	
  They	
  can	
  be	
  good	
  sales	
  
        targets	
  because	
  they	
  are	
  in	
  an	
  environment	
  where	
  they	
  are	
  not	
  expec:ng	
  to	
  
        be	
  sold	
  to.	
  
•  PERSPCTIVE:	
  A	
  good	
  way	
  to	
  approach	
  company	
  social	
  media	
  
   profiles/pages	
  is	
  as	
  an	
  interac:ve	
  extension	
  of	
  your	
  website	
  
   	
  
     	
  	
  
Social	
  Media	
  –	
  Content	
  
•  	
  Content	
  is	
  the	
  currency	
  of	
  social	
  media	
  –	
  It	
  is	
  what	
  ensures	
  social	
  
   media	
  pages	
  are	
  interes:ng	
  and	
  keeps	
  users	
  engaged	
  

•  	
  On-­‐brand	
  Vs.	
  Off-­‐brand	
  -­‐	
  	
  The	
  principle	
  where	
  social	
  media	
  
   communica:ons	
  are	
  divided	
  between	
  topics	
  about	
  the	
  brand/
   business,	
  and	
  topics	
  unrelated	
  to	
  their	
  brand/business	
  –	
  Typically	
  
   40%	
  -­‐	
  On-­‐Brand/60%	
  -­‐	
  Off-­‐Brand	
  	
  

•  	
  New	
  Content	
  Vs.	
  Exis:ng	
  Content	
  –	
  Building	
  a	
  reputa:on	
  for	
  
   educa:ng	
  and	
  informing	
  customers	
  and	
  industry	
  peers	
  is	
  a	
  good	
  
   prac:ce	
  in	
  social	
  media	
  –	
  This	
  is	
  known	
  as	
  Thought	
  Leadership	
  and	
  
   results	
  in	
  customer	
  respect	
  and	
  industry	
  peer	
  reliance	
  
Sec:on	
  3	
  
	
  
Key	
  Social	
  Networks	
  
	
  
	
  
Social	
  Media	
  –	
  Facebook	
  
•  Facebook	
  is	
  s:ll	
  top	
  dog	
  in	
  social	
  media	
  and	
  is	
  a	
  recognised	
  b2b	
  
     tool	
  for	
  content	
  distribu:on	
  and	
  audience	
  engagement	
  
	
  
•  Facebook	
  offers	
  the	
  facility	
  to	
  set	
  up	
  a	
  business/product	
  ‘Page’	
  
     which	
  can	
  be	
  ‘Liked’	
  by	
  other	
  users	
  	
  

•  Marketers	
  should	
  look	
  to	
  achieve	
  as	
  many	
  ‘Likes’	
  as	
  possible	
  –	
  This	
  
   will	
  give	
  a	
  Page	
  more	
  visibility	
  in	
  users	
  ‘News	
  Feeds’	
  
Key	
  b2b	
  Features	
                 Key	
  b2b	
  ac:vi:es	
  
-­‐    Targeted	
  Ads	
                 -­‐   	
  Status	
  updates	
  
-­‐    Groups	
                          -­‐   	
  Interac:on	
  with	
  users	
  
-­‐    Applica:ons	
                     -­‐   	
  Community	
  building	
  
-­‐    Tabs/Landing	
  Page	
            -­‐   	
  Providing	
  a	
  news	
  service	
  
-­‐    ‘Like’	
  other	
  pages	
        -­‐   	
  Pos:ng	
  engaging	
  content	
  
-­‐    Pictures/Videos	
  
        	
                               -­‐   	
  Linking	
  to	
  website	
  
        	
  
Social	
  Media	
  –	
  TwiGer	
  
•  TwiGer	
  is	
  ‘micro-­‐blogging’,	
  enabling	
  users	
  to	
  send	
  and	
  receive	
  text	
  
   based	
  posts	
  with	
  a	
  limit	
  of	
  140	
  characters	
  known	
  as	
  ‘Tweets’	
  	
  

•  Users’	
  networks	
  reflect	
  who	
  they	
  ‘Follow’	
  -­‐	
  	
  This	
  typically	
  includes	
  
   friends,	
  colleagues,	
  celebri:es,	
  brands,	
  businesses	
  &	
  media	
  

•  TwiGer’s	
  popularity	
  as	
  a	
  b2b	
  marke:ng	
  tool	
  is	
  due	
  to	
  the	
  rela:ve	
  
     ease	
  of	
  connec:ng	
  &	
  communica:ng	
  with	
  other	
  users	
  
          	
   	
   	
  -­‐	
  Follower/Following	
         -­‐	
  Direct	
  messaging	
  
          	
   	
   	
  -­‐	
  Re-­‐twee:ng	
               -­‐	
  @	
  
     	
   	
                                                	
  
•  B2B	
  TwiGer	
  Tips	
  
     	
                                               	
  
	
                                                    	
  
     	
   •  Focus	
  on	
  targe:ng	
  TwiGer	
  ac:vity	
  toward	
  poten:al	
  customers	
  	
  
     	
  
          •  Develop	
  a	
  ‘Thought	
  leadership’	
  based	
  Twee:ng	
  policy	
  
     	
  
          •  Link	
  to	
  your	
  website	
  website	
  with	
  leading	
  copy	
  
	
  
Social	
  Media	
  –	
  LinkedIn	
  
•  LinkedIn	
  is	
  a	
  business	
  orientated	
  social	
  network	
  designed	
  for	
  
   professionals	
  to	
  network	
  	
  	
  

•  It	
  allows	
  users	
  to	
  connect	
  with	
  exis:ng	
  colleagues	
  and	
  
   contacts	
  and	
  make	
  new	
  connec:ons	
  

•  Once	
  professional	
  and	
  company	
  profiles	
  are	
  
	
  	
  	
  	
  	
  established,	
  LinkedIn	
  does	
  not	
  require	
  as	
  	
  
	
  	
  	
  	
  	
  much	
  ac:vity	
  as	
  other	
  networks	
  

•  Widely	
  used	
  for	
  research,	
  recruitment,	
  	
  
	
  	
  	
  	
  	
  prospec:ng	
  and	
  genera:ng	
  leads	
  

	
  
Sec:on	
  4	
  
	
  
Blogging	
  
	
  
	
  
Social	
  Media	
  –	
  Blogging	
  	
  
•  Due	
  to	
  the	
  constant	
  need	
  for	
  content	
  to	
  feed	
  social	
  networks	
  and	
  
   increased	
  interest	
  in	
  Inbound	
  marke:ng,	
  blogging	
  is	
  growing	
  in	
  
   popularity	
  in	
  the	
  B2B	
  sector	
  

•  Despite	
  this	
  increased	
  popularity,	
  less	
  than	
  50%	
  of	
  B2B	
  companies	
  
   have	
  blogs	
  	
  -­‐	
  This	
  means	
  blogs	
  can	
  s:ll	
  help	
  businesses	
  stand	
  out	
  

•  Successful	
  blogging	
  relies	
  on	
  a	
  number	
  of	
  factors	
  
     –      A	
  well	
  thought-­‐out	
  strategy	
  
     –      Engaging	
  content	
  
     –      Regular	
  updates	
  
     	
  
     –      Good	
  SEO	
  
     	
  
     –      An	
  iden:fied	
  target	
  audience	
  
Blogging	
  –	
  The	
  Main	
  Benefits	
  	
  
•  	
  SEO	
  	
  
       –  Regularly	
  updated	
  blogs	
  that	
  are	
  well	
  op:mised	
  for	
  search	
  rank	
  well	
  in	
  
          search	
  engines	
  	
  
       –  Crea:ng	
  quality	
  inbound	
  links	
  to	
  the	
  primary	
  website	
  also	
  helps	
  SEO	
  
•  	
  PR	
  
       –  Maintaining	
  a	
  blog	
  can	
  be	
  an	
  effec:ve	
  means	
  of	
  PR,	
  as	
  it	
  allows	
  businesses	
  
          control	
  over	
  the	
  way	
  they	
  present	
  themselves	
  to	
  the	
  media	
  and	
  public	
  
•  	
  Thought	
  Leadership	
  
       –  Blogging	
  on	
  relevant	
  industry	
  issues	
  and	
  topical	
  affairs	
  provides	
  businesses	
  
          with	
  an	
  opportunity	
  to	
  become	
  experts	
  in	
  their	
  field	
  	
  
•  	
  Brand	
  Building	
  
       –  Blogging	
  can	
  help	
  establish	
  and	
  strengthen	
  a	
  brand	
  in	
  within	
  a	
  par:cular	
  
          market	
  
•  	
  Social	
  Media	
  Development	
  
       –  Companies	
  that	
  blog	
  have	
  over	
  79%	
  more	
  followers	
  on	
  TwiGer	
  than	
  those	
  
          that	
  don’t	
  
	
  
The	
  Bo0om	
  Line…	
  
	
  
     Maintaining	
  a	
  blog	
  can	
  significantly	
  
     increase	
  quality	
  traffic	
  to	
  your	
  website	
  
     and	
  generate	
  leads.	
  
Blogging	
  –	
  Content	
  
•  As	
  with	
  all	
  social	
  and	
  self-­‐generated	
  digital	
  media,	
  high-­‐quality,	
  engaging	
  
   and	
  sharable	
  content	
  is	
  the	
  key	
  

•  Blog	
  content	
  should	
  be	
  concise,	
  industry	
  specific	
  and	
  open	
  poin:ng	
  
   toward	
  the	
  primary	
  website.	
  	
  

•  Consider	
  the	
  On-­‐Brand/Off-­‐Brand	
  ra:o	
  principle	
  when	
  planning	
  blog	
  
   content	
  

•  Some	
  of	
  the	
  most	
  effec:ve	
  types	
  of	
  blog	
  content	
  include	
  -­‐	
  
	
        –      Research	
  and	
  Insight	
                   –    Crea:ve	
  
          –      How	
  to’s	
                                  –    Guest	
  blogging	
  
          – 
          	
     Lists	
                                        –    Website	
  linking	
  
          	
  
          –      Mul:-­‐media/Videos	
  &	
  Picture	
          –    Industry	
  news	
  commentary	
  
          –      Project	
  based	
                             –    Case	
  studies	
  
	
  
          –      Opinion	
  based	
                             –    Series’	
  
Social	
  Media	
  &	
  Blogging	
  –	
  Guidelines	
  
•  Consistency	
  is	
  important	
  in	
  maintaining	
  a	
  business	
  focused	
  social	
  
   media	
  presence	
  –	
  This	
  requires	
  clear	
  guidelines	
  	
  
            –  Update	
  all	
  networks	
  regularly	
  with	
  content	
  and	
  Status’/Tweets/info/news	
  

            –  Allow	
  several	
  people	
  access	
  to	
  each	
  network	
  in	
  case	
  someone	
  leaves	
  the	
  
                 company	
  
            	
  
            –  Avoid	
  having	
  too	
  many	
  people	
  wri:ng	
  copy	
  and	
  interac:ng	
  with	
  other	
  users	
  as	
  
                 consistency	
  of	
  tone	
  and	
  style	
  is	
  important	
  
 	
  	
  
            –  Develop	
  a	
  content	
  policy	
  and	
  ensure	
  this	
  is	
  	
  
 	
         maintained	
  

            –  Be	
  clear	
  about	
  pos:ng	
  or	
  linking	
  to	
  content	
  that	
  	
  
            might	
  compromise	
  brand	
  iden:ty	
  or	
  reputa:on	
  
             	
  
            –  Be	
  sensi:ve	
  in	
  dealing	
  with	
  poten:ally	
  damaging	
  	
  
             	
  
            customer	
  feedback	
  
Social	
  Media	
  &	
  Blogging	
  –	
  Tracking/Analy:cs	
  
•  	
  As	
  important	
  as	
  seqng	
  social	
  media	
  objec:ves,	
  is	
  con:nually	
  
     tracking	
  and	
  regularly	
  analysing	
  ac:vity	
  
	
  
•  Social	
  media	
  analysis	
  can	
  be	
  catagorised	
  into	
  three	
  sec:ons	
  

           1.	
  Reach	
  –	
  Social	
  traffic,	
  fans/followers/subscribers/connec:ons,	
  page	
  likes,	
  
           Fan	
  Page	
  views/Unique	
  visitors,	
  blog	
  visits,	
  search	
  ranking	
  

           2.	
  Engagement	
  –	
  Inbound	
  links,	
  content	
  shared,	
  Likes,	
  retweets,	
  blog	
  
	
  	
     comments,	
  social	
  bookmarks,	
  ‘Ac:ve	
  Monthly	
  Users’	
  
	
  
           3.	
  Conversion	
  –	
  Website	
  traffic	
  (Quality	
  &	
  Quan:ty),	
  content	
  downloads,	
  sales	
  
           leads,	
  	
  

     	
  
  •  Tip:	
  There	
  are	
  countless	
  paid	
  and	
  free	
  tools	
  available	
  for	
  social	
  
     	
  
     media	
  analysis	
  and	
  metrics	
  –	
  Try	
  Google	
  Analy:cs	
  or	
  Hubspot	
  
     	
  
           	
  	
  

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Inside Academy - Social Media & Blogging

  • 1. Inside  Academy       B2B  Social  Media  &  Blogging  
  • 2. Contents   Sec$on  1  -­‐  Social  Media  &  Blogging  Overview    i.  Social  Media  Defini:on    ii.  5  Interes:ng  Stats    iii.  Social  Media  Usage  &  Types        iv.  Why  is  Social  Media  Important   Sec$on  2  –  Social  Media  Principles    i.  Strategy    ii.  Implementa:on  &  Ac:vity    iii.    Content   Sec$on  3  –  Key  Social  Networks    i.  Facebook    ii.  TwiGer    iii.  LinkedIn     Sec$on  4  –  Blogging    i.    Blogging  Overview    ii.  The  Main  Benefits  of  Blogging    iii.  Blog  Content    iv.  Guidelines    v.  Tracking  &  Analy:cs  
  • 3. Sec:on  1     Social  Media  &  Blogging  Overview      
  • 4. Social  Media  [so-­‐cial  me-­‐dia]     …a  group  of  internet-­‐based  applica5ons  that  build   on  the  ideological  and  technological  founda5ons   of  Web  2.0,  and  that  allow  the  crea5on  and   exchange  of  user-­‐generated  content1   Source:  A.M  Kaplan,  M.  Haenlein  2010  
  • 5. 5  Interes:ng     Social  Media  Stats   1.  23%  of  internet  :me  is  spent  on  social  networks   2.  250,000,000  Facebook  users  log-­‐in  at  least  once  every  24  hours,   sharing  7,000,000,000  pieces  of  content  each  week   3.  TwiGer  currently  has  200,000,000  global  users,  and  a  growth  rate  of    15,000%   4.  There  are  152,000,000  Blogs  on  the  Internet,  read  by  77%  of    Internet  users   5.  93%  of  b2b  marketers  adopt  some  form  of  social  media  in  their    overall  marke:ng  strategy   Sources:  [1]  Nielson  2011,  [2]  Financialsocialmedia.com  19/05/11,  [3]  Lauren  Pantanacce  Interview       (hGp://www.webdeux.info/),    [4]  Thereal:mereport.com  11/03/10,  JESS3TM,  [5]  Black  Box  Social  Media    
  • 6. Social  Media  –  Social  Media  Usage  &  Types   •  Social  media  is  used  in  many  ways  by  different  types  of  user   –  For  Individuals  to  communicate   –  For  Marketers  to  build  &  posi:on  brands   –  For  Businesses  to  connect  with  customers   –  For  Informers  to  spread  informa:on   –  For  Everyone  to  share  content     •  There  are  currently  three  types  network  within  social  media   –  Social  Networks  –  User  driven  networks  supported  by  an  independent   placorm  [E.g.  Facebook,  TwiGer,  LinkedIn]   –  Media  Sharing  Networks  –  Networks  that  allow  users  to  easily  share   content  from  across  the  web  [E.g.  Digg,  Reddit,  StumbleUpon]   –  Self-­‐generated  Networks  –  Blogs,  forums  and  customizable  social  networks   such  as  Ning  
  • 7. Social  Media  –  Why  is  Social  Media  Important   •  Whether  you  like  it  or  not,  social  media  is  now  an  essen:al  means   of  communica:on  for  individuals,  businesses  &  brands,  and  it’s   here  to  stay   •  Despite  long-­‐standing  B2C  popularity,  B2B  marketers  are  only   recently  beginning  to  recognize  the  poten:al  of  social  media   •  Social  media  has  many  poten:al  uses  and  benefits  for  b2b   marketers   –  Increasing  brand  visibility  &  awareness   –  Educa:ng  poten:al  customers/clients   –  Developing  Thought  Leadership   –  Building  credibility  and  reputa:on   –  Recording  customer  feedback   –  Genera:ng  sales  leads  
  • 8. The  Bo0om  Line…     When  implemented  effec5vely,  social   media  can  create  new  leads,  clients  &   customers  
  • 9. Sec:on  2     Social  Media  Principles      
  • 10. Social  Media  –  Strategy   •  Careful,  strategic  planning  is  essen:al  to              successful  b2b  social  media  marke:ng   –  Set  measurable  objec:ves  –  What  do  you  want  to  achieve?   –  Assign  the  personnel  to  be  able  to  fully  commit   –  Not  all  social  networks  are  relevant  for  every  businesses  –  Consider  which   ones  your  customers  and  compe:tors  use   –  Monitor  relevant  social  network  conversa:ons  -­‐  Listen  to  what  your   customers  are  saying   –  Consolidate  exis:ng  shareable  content  and  plan  how  to  create  fresh,  quality   content  that  will  engage  users   –  Make  your  website  is  social  media  friendly  with  social  network  buGons  and   ‘ShareThis’  or  ‘AddThis’  links  
  • 11. Social  Media  –  Implementa:on  &  Ac:vity   •  Ensure  consistency  across  all  social  networks  –  This  includes  all   branding,  tone  of  voice  and  links/content   •  Effec:ve  social  networking  is  dependent  on  regular  ac:vity  –A   dormant  social  media  page  is  even  worse  than  no  page   •  Listening  Vs.  Par:cipa:ng   –  A  common  mistake  marketers  make  with  social  media  is  spending  too  much   :me  marke:ng   –  Social  media  users  do  not  respond  to  the  hard  sell  –  They  can  be  good  sales   targets  because  they  are  in  an  environment  where  they  are  not  expec:ng  to   be  sold  to.   •  PERSPCTIVE:  A  good  way  to  approach  company  social  media   profiles/pages  is  as  an  interac:ve  extension  of  your  website        
  • 12. Social  Media  –  Content   •   Content  is  the  currency  of  social  media  –  It  is  what  ensures  social   media  pages  are  interes:ng  and  keeps  users  engaged   •   On-­‐brand  Vs.  Off-­‐brand  -­‐    The  principle  where  social  media   communica:ons  are  divided  between  topics  about  the  brand/ business,  and  topics  unrelated  to  their  brand/business  –  Typically   40%  -­‐  On-­‐Brand/60%  -­‐  Off-­‐Brand     •   New  Content  Vs.  Exis:ng  Content  –  Building  a  reputa:on  for   educa:ng  and  informing  customers  and  industry  peers  is  a  good   prac:ce  in  social  media  –  This  is  known  as  Thought  Leadership  and   results  in  customer  respect  and  industry  peer  reliance  
  • 13. Sec:on  3     Key  Social  Networks      
  • 14. Social  Media  –  Facebook   •  Facebook  is  s:ll  top  dog  in  social  media  and  is  a  recognised  b2b   tool  for  content  distribu:on  and  audience  engagement     •  Facebook  offers  the  facility  to  set  up  a  business/product  ‘Page’   which  can  be  ‘Liked’  by  other  users     •  Marketers  should  look  to  achieve  as  many  ‘Likes’  as  possible  –  This   will  give  a  Page  more  visibility  in  users  ‘News  Feeds’   Key  b2b  Features   Key  b2b  ac:vi:es   -­‐  Targeted  Ads   -­‐  Status  updates   -­‐  Groups   -­‐  Interac:on  with  users   -­‐  Applica:ons   -­‐  Community  building   -­‐  Tabs/Landing  Page   -­‐  Providing  a  news  service   -­‐  ‘Like’  other  pages   -­‐  Pos:ng  engaging  content   -­‐  Pictures/Videos     -­‐  Linking  to  website    
  • 15. Social  Media  –  TwiGer   •  TwiGer  is  ‘micro-­‐blogging’,  enabling  users  to  send  and  receive  text   based  posts  with  a  limit  of  140  characters  known  as  ‘Tweets’     •  Users’  networks  reflect  who  they  ‘Follow’  -­‐    This  typically  includes   friends,  colleagues,  celebri:es,  brands,  businesses  &  media   •  TwiGer’s  popularity  as  a  b2b  marke:ng  tool  is  due  to  the  rela:ve   ease  of  connec:ng  &  communica:ng  with  other  users        -­‐  Follower/Following   -­‐  Direct  messaging        -­‐  Re-­‐twee:ng   -­‐  @         •  B2B  TwiGer  Tips             •  Focus  on  targe:ng  TwiGer  ac:vity  toward  poten:al  customers       •  Develop  a  ‘Thought  leadership’  based  Twee:ng  policy     •  Link  to  your  website  website  with  leading  copy    
  • 16. Social  Media  –  LinkedIn   •  LinkedIn  is  a  business  orientated  social  network  designed  for   professionals  to  network       •  It  allows  users  to  connect  with  exis:ng  colleagues  and   contacts  and  make  new  connec:ons   •  Once  professional  and  company  profiles  are            established,  LinkedIn  does  not  require  as              much  ac:vity  as  other  networks   •  Widely  used  for  research,  recruitment,              prospec:ng  and  genera:ng  leads    
  • 17. Sec:on  4     Blogging      
  • 18. Social  Media  –  Blogging     •  Due  to  the  constant  need  for  content  to  feed  social  networks  and   increased  interest  in  Inbound  marke:ng,  blogging  is  growing  in   popularity  in  the  B2B  sector   •  Despite  this  increased  popularity,  less  than  50%  of  B2B  companies   have  blogs    -­‐  This  means  blogs  can  s:ll  help  businesses  stand  out   •  Successful  blogging  relies  on  a  number  of  factors   –  A  well  thought-­‐out  strategy   –  Engaging  content   –  Regular  updates     –  Good  SEO     –  An  iden:fied  target  audience  
  • 19. Blogging  –  The  Main  Benefits     •   SEO     –  Regularly  updated  blogs  that  are  well  op:mised  for  search  rank  well  in   search  engines     –  Crea:ng  quality  inbound  links  to  the  primary  website  also  helps  SEO   •   PR   –  Maintaining  a  blog  can  be  an  effec:ve  means  of  PR,  as  it  allows  businesses   control  over  the  way  they  present  themselves  to  the  media  and  public   •   Thought  Leadership   –  Blogging  on  relevant  industry  issues  and  topical  affairs  provides  businesses   with  an  opportunity  to  become  experts  in  their  field     •   Brand  Building   –  Blogging  can  help  establish  and  strengthen  a  brand  in  within  a  par:cular   market   •   Social  Media  Development   –  Companies  that  blog  have  over  79%  more  followers  on  TwiGer  than  those   that  don’t    
  • 20. The  Bo0om  Line…     Maintaining  a  blog  can  significantly   increase  quality  traffic  to  your  website   and  generate  leads.  
  • 21. Blogging  –  Content   •  As  with  all  social  and  self-­‐generated  digital  media,  high-­‐quality,  engaging   and  sharable  content  is  the  key   •  Blog  content  should  be  concise,  industry  specific  and  open  poin:ng   toward  the  primary  website.     •  Consider  the  On-­‐Brand/Off-­‐Brand  ra:o  principle  when  planning  blog   content   •  Some  of  the  most  effec:ve  types  of  blog  content  include  -­‐     –  Research  and  Insight   –  Crea:ve   –  How  to’s   –  Guest  blogging   –    Lists   –  Website  linking     –  Mul:-­‐media/Videos  &  Picture   –  Industry  news  commentary   –  Project  based   –  Case  studies     –  Opinion  based   –  Series’  
  • 22. Social  Media  &  Blogging  –  Guidelines   •  Consistency  is  important  in  maintaining  a  business  focused  social   media  presence  –  This  requires  clear  guidelines     –  Update  all  networks  regularly  with  content  and  Status’/Tweets/info/news   –  Allow  several  people  access  to  each  network  in  case  someone  leaves  the   company     –  Avoid  having  too  many  people  wri:ng  copy  and  interac:ng  with  other  users  as   consistency  of  tone  and  style  is  important       –  Develop  a  content  policy  and  ensure  this  is       maintained   –  Be  clear  about  pos:ng  or  linking  to  content  that     might  compromise  brand  iden:ty  or  reputa:on     –  Be  sensi:ve  in  dealing  with  poten:ally  damaging       customer  feedback  
  • 23. Social  Media  &  Blogging  –  Tracking/Analy:cs   •   As  important  as  seqng  social  media  objec:ves,  is  con:nually   tracking  and  regularly  analysing  ac:vity     •  Social  media  analysis  can  be  catagorised  into  three  sec:ons   1.  Reach  –  Social  traffic,  fans/followers/subscribers/connec:ons,  page  likes,   Fan  Page  views/Unique  visitors,  blog  visits,  search  ranking   2.  Engagement  –  Inbound  links,  content  shared,  Likes,  retweets,  blog       comments,  social  bookmarks,  ‘Ac:ve  Monthly  Users’     3.  Conversion  –  Website  traffic  (Quality  &  Quan:ty),  content  downloads,  sales   leads,       •  Tip:  There  are  countless  paid  and  free  tools  available  for  social     media  analysis  and  metrics  –  Try  Google  Analy:cs  or  Hubspot