7 Steps for B2B Social Media Success

Peggy Daumargaretdau@madperspectives.com

Leverage Digital Media Solutions to…

1. Align your strategy

2. Identify your Customers • Who are your customers?

• Executives

• Technologists

• Generalists

• Where are your customers physically?• Office

• On the road

• Where are your customers socially?• Social networks (LinkedIn, Twitter,

Facebook)

• Industry sites

• Bloggers

• What are their motivations?• Personal education

• Professional advancement

• How will the consume content?• Online: whitepapers, webinars

• Device: PC, SmartPhone, iPAD

• Why do they want the content they want? • General information

• Competitive analysis

• Education

• What kind of information do you need to share with them?• In depth analysis

• High level overview

• Video, Slides, Data, Text

• How do they want to interact?• Live vs. Offline

• 1-to-1 vs. 1-to-many vs. many-to-many

3. Integrate Your Overall Marketing Strategy

Your company

4. Define Your Social Media Policy

PolicyWhat & How Company will

use social media

Legal

Address confidentiality and proprietary information concerns

HRLeverage employee code of conduct

Employees

What do they want to understand before participating?

Executives

What are their key concerns regarding social media?

Marketing

Align policy with key goals

Enable employee training

Define internal communication policy

5. Train Your Employees

• Topics:

– Company goals for use of social media

– Social Media Policy

– Recommended platforms and “handles”

– Internal/External resources

6. Monitor Progress

Sentiment•Buzz•Health of Brand•Monitor/listen•Comments analysis•Strong signals

Engagement•Downloads•Pass-alongs•Registered users•Social bookmarking•Time spent on site•Subscriptions•embedding

Effectiveness•Conversion rates•Frequency of interaction•Meeting business objectives and goals•What’s working, what’s not

Brand Affinity•Fans•Followers•Friends•Likes•Ratings•Reviews•Share of voice

7. Continuously Review, Assess & Revise