B2B Social Media - Getting started (April 2012)

www.Socialmediajedi.info

B2B Social Media
Getting Started
By Clive Roach
April 2012

Clive Roach
Twitter
@jedi_roach

Google+
http://gplus.to/CliveRoach

Blog
http://www.socialmediajedi.info
2 www.socialmediajedi.info

Put the
building blocks
B2B Social Media
in place. - Getting started
Get practical - AGENDA
Measure &
report along
the way.

Find and work with
influencers,
discover insights!

Put the
building blocks
in place first


Social Media groundwork
Develop a social media policy for your staff and agencies
Create a social media strategy and tactical approach. You
can adopt an existing methodology like the Forrester POST
system.

Benchmark social media adoption in your industry.
Create a process to share good practice and early proof
points across the company.

Set up governance to manage multiple accounts and
contracts. Develop dashboards to track success.
Conduct evaluations with internal stakeholders after the first
few projects.
www.socialmediajedi.info 5

Make your Social channels sticky

Source: Forrester
Research, Inc.,
“BT Social
Technographics®
2011: Age Matters” ,
August 2011

Deliver relevant content

Source: Forrester
Research, Inc.,
“BT Social
Technographics®
2011: Age Matters” ,
August 2011

Roadmapping

Source: Forrester Research, Inc., “Accelerating Your Social Maturity”, June 2011

www.socialmediajedi.info

Roadmapping

Video about Social Maturity


Get practical -
Measure & report
along the way.


“The goal is not to be great
at Social Media.
The goal is to be good or
better at business
because of Social Media”


Where do you start?


Start by finding out which channel is
used by your stakeholders


Define a timeline for
implementation

Phase 1 Phase 2 Phase 3
.

Step 1 Step 2 Final Results

Map how the channels should be connected to each
other and your other digital online and offline
channels and processes.

Manage your Social media
communication flow
Amplify

Prepare Sustain

Paid Activity (campaign)
Teasers & Seeding to Fans Shareable Content Follow up
Community Engagement Interaction Increased sCRM database
Influencer Engagement Social Ads


Manage your Social media
communication flow

YouTube
video

The SXSW event had finished 19 days before the 6th April 2012. The
reach of the tweets containing the #SXSW hashtag was still 273,547
accounts in a random selected 3 hour time period on the 6th April.

Pinterest – Keep an eye on new
channels!


Pinterest interaction

Track your campaign
Effectiveness in Pinterest
By using Pinerly


LinkedIn Interaction


Google+ interaction Interaction path

20

Twitter Interaction

Twitalyzer,
the leading
tool for
Twitter
metrics
6000
5000
4000
3000
2000
1000
0


YouTube interaction


Social media listening tools
Leverage tools to help you understand what is being said
in your key markets, and you can also measure the
sentiment that goes with it.

In this example – Oxyme.com

Find and
work with
influencers,
discover
insights!


Uncovering influencers

Radian6 influencer widget Hootsuite and Cotweet
This gives you the ability to set Find and interact with the people
the factors of influence that are who have high Klout scores that
most relevant to you. are already in your network.

Facebook influencer discovery

Socialbakers Analytics PRO. It provides you with a list of
Facebook users ranked by the number of posts or
comments they have made.

Linkedin influencer discovery
Customer A made a
recommendation
1,228 impressions , 0.33%
engagement
(The percentage of time
members engaged (clicked, liked,
commented or shared) with this
recommendation organically.

Customer B makes a
recommendation
83 impressions 14.46%
engagement

Twitter influencer discovery

SocialBro can also help you to find the
stars of your Twitter community

Pinterest influencer discovery
Influential followers
identified with Pinreach…

And Curalate

29

Influencer discovery
With Adobe SocialAnalytics, you can connect social conversations to
business results. Now we can answer this question;
What is social media’s impact on my business?


Clive Roach
Twitter
@jedi_roach

Google+
http://gplus.to/CliveRoach

Blog
http://www.socialmediajedi.info
31

B2B Social Media - Getting started (April 2012)

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