Building a Cohesive B2B Social Media Strategy Presented at SES, San Francisco, Sept. 11, 2013Rebecca Tann, Vice President Marketing, Regus

About Me

Global Marketing Strategist

Fortune 500 Brands

Traditional, Digital & Emerging Tactics

Managing Budgets in Excess of $30 million

B2B and B2C Experience

@rebeccatann

What we do

World’s largest provider of flexible workspace solutions

More than a million customers a day

Locations spread across 100 countries

Where we do it

Who we do it for

Global organization with more than 1,500 business centres across some 600 cities

Founded in Brussels in 1989

Currently headquartered in Luxembourg

More than half of Fortune 500s

Start-ups and medium-sized companies across every sector

About Regus

About You

Working with B2B vs. B2C brands?

With an agency vs. in-house?

Currently managing social media campaigns?

Feeling they have a clear/cohesive strategy in place?

Agenda

Step 1: Forget Social Media: Think Content Marketing

Step 2: Goals: Define Goals & Objectives

Step 3: Measurement: What Does “Success” Mean to You?

Step 4: Infrastructure: Get Some Help

Step 5: Governance: Lock it Down

Step 6: Listen, Learn and Adapt

Intro John Lee with Webtrends

@rebeccatann

Our Basic Theory of B2B Social Media

B2B looks a lot like B2C

Humanize your brand

Keep it simple

Tell your story

Interact, surprise and reward themTalk to your customers

Relationships are between people not businesses

Engage like it’s yours

Go where your customers are

Best told through customer experiences

Step 1: Forget Social Media: Think Content Marketing

What assets do I have in place?

What assets do I need to create?

What resources do I have?

Target: Who’s your audience?

Topics: What are they interested in?

Locations: Where can you find them?

Content: What can I offer them of value?

Image Source: www.toprankblog.com

@rebeccatann

Step 1: How Regus Does it

Created Content

Curated Content

Business Experts

Target: SMB to Large Multinational

Topics: Business, Operations, Finance etc.

Locations: Global & Local – Online & Offline – Horizontal & Vertical

Content: What can I offer them of value?

Step 1: How Regus Does It

Content Bank

3rd Party

Blog Posts

Byline Articles

Media Coverage

Industry Reports

Great Big Surveys

Case Studies

Press Releases

Expert Commentary

Custom Research

@rebeccatann

Step 1: How Regus Does It

What are my business goals and objectives?

What does the C-suite expect of our overall social media strategy?

How does/can it impact other areas of the organization:

• Marketing

• Sales

• Operations

• Customer Service

• HR/Recruiting

Step 2: Define Your Objectives

@rebeccatann

Goals: Sales Driven Organization

What Matters: Inquiries (Leads), Deals (Contracts), Revenue

How does/can it impact other areas of the organization:

• Every department has goals that map back to the business goals

• Each department, and every program, is either driving revenue or driving costs (up or down)

• Social media must drive business objectives too:

Step 2: How Regus Does It

755% increase in Sales YoY from Social Media

Key Performance Indicators (KPIs)

Measurement Architecture: What do you need to measure?

• Analytics (Ex. Google or Platform Specific - i.e. Facebook Insights)

• Tracking Links

• Operational Changes

o Technical Support

o Web Forms

o Call Center Scripts

o Sales Software Integration

o Other

Step 3: Measurement: What Does “Success” Mean to You?

@rebeccatann

Step 3: How Regus Does It

Step 3: How Regus Does It

Social Media Metrics

Social Network Engagement J an Feb Mar

Twitter (@tweets, ReTweets) 10,000 15,000 20,000

Facebook (likes, shares, comments) 5,000 6,000 7,000

Blog (shares, comments) 900 1,000 15,000

Total 15,900 22,000 2,052

Target 10,950 12,371 15,300

Social network revenue (GBP - 000) J an Feb Mar

Total 27.46 11.28 54.10

Target 15.0K 16.0K 18.0K

Q1

Determine key KPIs that are relevant to your business and the time periods you want to report against…

Gathering your resources

• Human

o In-house

o Agency

• Financial

o Advertising

o Marketing

o Promotion

Step 4: Infrastructure: Get Some Help

• Technical

o Listening & Monitoring Platforms

o Engagement Platform

o Analysis

• Content

o Creation

o Curation

@rebeccatann

Digital

Social Media Ambassadors

(700)

Gathering your resources: Human

Step 4: How Regus Does It – N. America

Gathering your resources: Technical

Step 4: How Regus Does It

Step 5: Governance: Lock It Down

Social Media Policies

Workflow Plans

Social Media Ambassadors

• Training

• Monitoring

Employee Engagement

Step 5: How Regus Does It

Clear Social Media Policy

Clear Workflow Plan (For Operations)

Support Social Media in Every Country Regus Has a Presence

Different Platforms for Each Region Based on Target Audience

Social Media Managers Train Employee Ambassadors

700 Social Media Ambassadors in N. America Since 2012

@rebeccatann

Step 6: How Regus Does It

Social

Media

Manager

•Customer Tweets Complaint

•Regus Gathers Contact Info

Customer Servi

ce

•Determines Center Location of Customer

•Center Manager is Contacted

Center

Manager

•Contacts Customer Onsite

•Resolves Issue with Customer

•Notifies Social Media Manager of Resolution

Social

Media

Manager

•Closes Loop with Customer on Twitter

It works - Example

Creating a ‘Feedback Loop’

Examining what works and doesn’t work

Examining which platforms are more prolific

Experimenting with a variety of strategies/methodologies – i.e. Twitter Chats, Contests/Sweepstakes, Live streams etc.

Step 6: Listen, Learn and Adapt

@rebeccatann

Summary

Step 1: Forget Social Media: Think Content Marketing

Step 2: Goals: Define Goals & Objectives

Step 3: Measurement: What Does “Success” Mean to You?

Step 4: Infrastructure: Get Some Help

Step 5: Governance: Lock it Down

Step 6: Listen, Learn and Adapt

Let’s Connect!

Thank you!

…Over to John!