b2b and facebook + the importance of location pages by shelly kramer

Winning Fans + Boosting FacebookEngagement

B2B and Facebook + The Importance of Location Pages

Shelly Kramer, @shellykramer

© 2013 V3 Integrated Marketing #SMX #12A#SMXSocial13

What’s Going On

• 4.75 billion pieces of

content shared daily on

Facebook - a 94% increase

in 9 mos. (8/12-5/13)

• 3,298,611 pieces of content

shared per minute

@shellykramer

What’s Going OnGoogle’s Moment of Truth Research surveyed tens of thousands of consumers across many categories. In just one year, they needed twice as much information before buying the same stuff. Why? Mobile devices.

2010 – 5.3 sources2011 – 10.4 sources

No barrier to knowledge. No friction to learning. If you make a bad decision, you’re just lazy, because all the information to make a good one is in your pocket.

@shellykramer

It’s noisy. And we’re distracted. Being “awesome” isn’t enough. Being

useful is the differentiator.*

*Stolen without shame from Jay Baer

How Decisions Are Made

In the B2B space, buyers contact a sales rep only after 70% of the buying decision has been made

(Sirius Decisions, 2012).

Relationships are created with information, not just with people.

In the B2B space, you don’t start with social or with content. If you do,

you will lose.

Start with data.Information is power.

Start With Competitive Analysis

What are we doing?

What are our competitors doing?

What kind of content are they creating?

Where do we have opportunities?

Where do we suck?

What can we realistically handle?

Our Prospects + Social

Who are our prospects?

What are they doing?

Where do they hang out?

What do they talk about?

What language do they use?

What do they need?

How can we serve them?

What do High Growth

Companies Do Differently?

They Focus On

Creating Content

Smart SEO

Connecting Social Media to Business Initiatives and Leveraging It

Email Marketing (building and using their list)

And the fact that Data Drives Strategy

High Growth vs. Average Growth

What Do High Growth Companies Find Most Effective?

SEO

Creating Content (Blogging)

Focus on Data

Email Marketing

Creating More Content (whitepapers, eBooks,

newsletters, case studies)

Social Media Channels

Wake Up CallSuccessful B2B businesses realize that

effectively selling their products or services requires them to go beyond

traditional marketing and face-to-face selling or interacting. They need to

adapt. Adapting means leveraging the web, content and social media.

Why Facebook?

Let’s talk about

SMBs and what

they need

Greatest Challenge?

Find Customers

Serve Them

SMBs Concerns

Finding Customers

Dealing With the Competition

Managing Costs

Developing New Products + Services

Source: Bredin, 2013 SMB Survey, http://www.bredin.com/press_01092013.html

Where SMBs + Social

To Learn First About New Products and Services, Here’s Where They Go …..

28% turn to Google+

27% turn to Twitter/YouTube

26% turn to LinkedIn

30% turn to Facebook

Source: Bredin, 2013 SMB Survey, http://www.bredin.com/press_01092013.html

SMBs Preferences

68% Use the Web to find information on products or services

58% look for business management advice59% of SMBs are more likely to visit a vendor

website and explore and 55% are more likely to buy if a website offers business management advice (and the same is true of what your Facebook content delivers for them).

Source: Bredin, 2013 SMB Survey, http://www.bredin.com/press_01092013.html

Where to Start?

Facebook Content Strategy

• Figure out your tone and audience

• Analyze your existing assets• Figure out what kinds of content you think will

work• Engineer a content plan• Develop a content calendar (not what you’ll

write, instead, which content fits into the plan you’ve engineered)

• Make a plan to create content to serve customers + prospects

• Figure out how you’ll measure success

Know This, Live It

Facebook is Visual

• Use high quality images• Avoid large file sizes• Right-size your images, use rectangles not

squares• Only post links that are mobile-friendly.

You stand to lose over half your social audience over time if you don’t

• Link directly to the action that a social post implies. Don’t make your users endure multiple clicks

*Data Courtesy of Tim Hayden

Want Some Case Studies?

Facebook and B2B

Challenge: New Product Rollout

• Monitor channels for feedback and

mentions, identify problems, issues

• Teach equipment owners how to

operate and maintain equipment

and how to teach customers to use

• Make something new fun

@shellykramer

Facebook and B2B

Challenge: Don’t Be a Buggy Whip

• Core customers, students

• 900+ campus stores, no brand-specific identity, $2.7B annual revenue

• Social media was a huge business challenge

• Local pages, streamlined comms, learning from one another, libraries of “top posts,” less lost assets

@shellykramer

Facebook and B2B: Franchises

Challenge: Corporate vs. Franchise

• Early adopters out front

• Show business value (more data, learn best practices from early adopters, franchise specific billing)

• Local pages, streamlined comms, learning from one another, libraries of “top posts,” mass capitalization on assets

@shellykramer

Benefits

• Corporate brand page,1,550 local pages and 5K+ local users leads to a very rich database (customer service, menu offerings, etc.)

• 3.8M fans on brand level and 800K connections to fans across local pages, with less than 10% fan overlap.

• Better targeting, more personalization, better maximization of marketing spend

@shellykramer

Thanks to Expion

Let’s Talk #Hashtags

Local Pages. They Make Sense.

Local Pages. They Make Sense.

Let’s Talk #Hashtags

Let’s Talk #Hashtags

Let’s Talk #Hashtags

Let’s Talk #Hashtags

Let’s Talk #Hashtags

Let’s Talk #Hashtags

Let’s Talk #Hashtags

Track Your Success

• Most popular content

• Google Analytics social

• Newsletter signups

• Landing page campaigns, email campaigns

• Integrate social into your CRM

• Facebook can lead to opportunities, but it doesn’t do you any good if you don’t track them

The Power of Your Data

Even For Us, Data Drives Strategy

Test, Measure, Test

Feed your Facebook pages with great content. Content that is useful

If you have multiple locations, build out location specific Facebook pages and start using them. Get ahead of the game.

Start optimizing your content, use #hashtags

Treat content + social as part of your lead generation efforts (track it)

A/B Test. Often. Never stop building your list. Use Facebook to help.

Success With Facebook? Be Useful

• Don’t sell. Don’t be an egomaniac. Don’t bore.

• Act like a person, not a faceless corporate entity

• Stalk + emulate

• Create content for your page that’s worth reading – focus on delivering value

• Curate content that further serves your audience

• Never underestimate the power of a smile

• Understand the importance of connecting social to business initiatives

Get Ahead Of The B2B Pack

“Feed” your pages with great content-- content that’s useful. If you have multiple locations, build out location-specific Facebook pages and start using them. Start optimizing your content. Use #hashtags.Treat content + social as part of your lead gen (track it).A/B Test. Often. Never stop building your list. You own that.

Community Management

They call it “Community Management” for a reason.

Posting is advertising.

Community building takes more than a schedule-it-and-forget-it mentality.

Engineer Your Content

Support your internal teams with content

Spoon feed them if you have to

Find adopters, make them heroes and they’ll be your success stories

Never quit asking to be at the table

Track your progress, show results

Try not to say “I told you so.”

Buckle up.

Think About This

Everybody Thinks They Can Do It

They’re mostly wrong.

@shellykramer

It Takes a Human

You have to know how to tell a

great story, genuinely like people

(or act like it), pay attention to

them, and regularly deliver

content that keeps them coming

back for more. Technology can

help, but it can’t do it all.

@shellykramer

Who to trust? It’s easy. See who’s practicing what

they preach.

Shelly Kramer816.200.2520Shelly@V3im.com

@shellykramer

Stalk Me, Anytime

Shelly@V3im.com+Shelly Kramer

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