building blocks of b2b social media
DESCRIPTION
While consumer brands tend to steal the social media headlines, tremendous opportunities exist for B2B companies to leverage social media as a way to build brand interest and qualify potential customers. This session led by marketing consultant Ed Peterson at the SOCON13 Conference reviews best practices for content marketing on key social media channels, provides small business owners with social listening and social service tactics standard in many large B2B enterprises, and addresses how social inputs contribute to customer nurturing and the path to new sales. Topics covered are strategically geared toward small business owners; agency teams new to the unique requirements of working with B2B accounts and journalists; and marketers and educators unfamiliar with the dramatic changes in marketing fueling modern business.TRANSCRIPT
#socon13
Ed Peterson - @ed_peterson
Content marketing
Inbound marketing
Search engine optimization
Credibility and standing in your industry
A cultural foundation for your business
@ed_peterson@ed_peterson
Marketing exist to gain new customers and
keep current ones. This goes for social, too!
Analytics and marketing automation are
powerful, but do not expect perfection.
Make the funnel an easy ride
“Content to Contact to Cash”
@ed_peterson
Identify buyer personas
Landing page strategy
Editorial planning
Role of the community manager
Cracking the code for management
@ed_peterson
Keywords and your industry knowledge drive
basic content strategy
Conduct a content treasure hunt
Give a microphone to the best and brightest
in your organization
Steal a play from Hubspot - 10-4-1 rule
@ed_peterson
Real-time inbound marketing for business people
Encourage every member of your team to have a
complete LinkedIn profile
Assist senior leadership in all functional areas with
creating profiles
Begin the culture of social sharing with LinkedIn
updates
@ed_peterson
Complete company details using your keywords Have a killer cover image taking advantage of the
new Company Page layout Recognize the value of your recruitment brand and
consider investment in a premium career page
Lower volume, higher quality Strive for visual element Post directly into LinkedIn Monitor post stats and learn from what works Experiment with targeting features
@ed_peterson
Great vehicle for
product details
and media
List Contacts
Monitor closely!
@ed_peterson
@ed_peterson
Facebook for business vs. business on Facebook
Mapping where engagement becomes interest
Seek and promote opportunities for transactions and connections
@ed_peterson
Inbound marketing
power play
Vehicle to capture
email addresses
Path to owned
media
@ed_peterson
@ed_peterson
Custom tabs
Promotions
Role of on page
conversation
Balance of page vs.
feed
Look out for
Messages!
@ed_peterson
Content - Images
Format - Concise
Call to Action
What you are sayingWhen you are saying it
@ed_peterson
Likes peak around 8 p.m. EST, shares around 6 p.m. EST.
Remember the 80/20 rule for U.S. population
@ed_petersonChart via Mashable.com
Reach
Growth
Engagement
PTAT acid test
@ed_peterson
Fast, accessible,
cumulative
Ticker tape & database in
one
Vehicle for industry and
product leadership
@ed_peterson
Be serious about listening
Find relevant hash tags before you invent them
Be the news breaker at conferences and events
Identify, engage and reward influencers and
thought leaders
@ed_peterson
Content meets conversation
Your customer assumes Twitter is customer
service
“Tweeting a landing page does not kill a puppy”@ed_peterson
Community built on topics, not relationships
135 Million active users
Corporate focus at Google on bringing Google+
into all products
Premium real estate in the top right hand corner
of search returns for logged in users
Social equity contributions
Photos now appear in all posts Functionality of Google+
hangouts constantly improving. Viable alternative to 3rd party webinar hosting.
Google+ communities recently launched. Power alternative to stale LinkedIn groups.
关系Guanxi
Invest in relationships and show respect
@ed_peterson
-Mayo Clinic-Don't Lie, Don't Pry
Don't Cheat, Can't DeleteDon't Steal, Don't Reveal
A solid, well communicated social media policy is critical to the integrity of your digital marketing
@ed_peterson
Paid promotion moving from display advertising
into the Timeline
Great segmentation options require knowledge
of your customer and specific objectives
More powerful options require more expertise
Experimentation will yield results!
@ed_peterson
Great resources, scalable investment
Buy what will get used
Take advantage of eager vendor community for
knowledge, free trials, comparison shopping
Seek accountability and obsessively share market
intelligence and customer insights
@ed_peterson
Keep social from becoming isolated
Ask what your customers and your
competitors are doing online
Ask how your efforts and your content are
supporting your customers
Have the right context for accountability
@ed_peterson
B2B customers are still consumers
People expect to interact with your brand on
their terms, 24 hours a day
Entertain, Inform and provide utility
Within the matrix of B2B integrated marketing,
social media is a tool for discovery
Never stop closing listening
@ed_peterson
For the Marketing Executive For the Community Manager
Social Media B2B Blog Marketo B2B Blog Prominent Placement (awesome SEO) Business to Community Blog All things Hubspot, including Dan Zarrella! See it live – Social Media Club, Local
Meetups, Local Professional Groups (AiMA) B2B Marketing Insider B2B Google+ Community