Download - Integra Workshop Kirstie Heneghan November 2012

3M Corporate Marketing & Communications3M Corporate Marketing & Public Affairs

Integra WorkshopKirstie Heneghan

November 2012

The Potential of Social Media in B2B

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3M Corporate Marketing & Communications

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People have always wanted to share their experiences, opinions and recommendations with family, friends and colleagues as well as seeking

advice and opinions from others…

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•Practical social business strategy•How to choose your social channel•How to create moderation guidelines•How to develop a social calendar•Collaborate with your network•Simple steps to begin with...

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Research your audience• What do your target audience talk about online?• Where do they hang out and talk about your products?• Do they talk about ‘office life’ more than ‘office products’?• Follow them, and share what they do when it’s relevant.

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Establish the primary objective

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•Sharing product knowledge and offers•Getting feedback from the consumer•Listening to the needs of your customers•Providing good customer service at all times

Remember to keep the audience front of mind

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Define your core values

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openness

honesty

real

trust

responsive

rewarding

human

TWO-WAY

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Measure in new ways

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Facebook Engagement =(Likes+Comments+Shares)

Audience Size

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3M Corporate Marketing & CommunicationsSocial channels

Which is most suited to your objectives?

Where is your audience already?

Which can give you the most benefits?

How much do you have time for?

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Facebook.com/Scotch UK

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Establish some ground rules• Create a timetable for the community managers with light monitoring

required outside of office hours (keep an eye through smart phones)• Make sure you are very clear, if the page is only to be monitored 9 to 5• List possible topics and their severity and establish a back up plan for a

crisis, advice may need to be sought from PR or management• Always try to resolve any issues and never remove those posts• You can remove posts that break the rules i.e. poor conduct

• Remove entirely inappropriate content• Comment before doing so if you think it was an honest mistake,

and ask them to repost without the *@#^• Always communicate with members in a kind and respectful manner• Always be honest and responsive

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What would you do?

Use your Post-it Notes in this exercise!

• Try to predict what you would do in a given situation...

http://youtu.be/Bpy75q2DDow

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Publish your rules• Moderation document for internal

process management• Page terms and conditions that set the

rules for the community

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Plan your content calendar• What do you want to tell people about?

Offers, promotions, new products, advice...• What content have you got? Videos / Images• What content can you create? ‘In use’ shots!• What can you share from the brands you sell?• What can you share from the areas of interest they have?• Think about your other channels – do you have a new website to tell

people about, an in store promotion that you know about, do you send out an email and could use that content in your posts?

• Mix it up – themes, comps, offers, polls, general, news• And remember, have a bit of fun and get creative!

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1. Format a calendar with fields for day, date, topic, copy, links, creative, notes, approval

2. Plot out seasonal / promotional events3. Work out what content you could create or re-

use from other communications (use wisely!)4. Write your copy for the post, thinking about

your audience and the call to action.

Have you reflected your core values?

What are you asking them to do?

Plot out your content calendar What else could you talk about or share?

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Be spontaneous with the rest...• Respond to something people are talking about• Create content that relates to a popular theme• Share a popular topic with your audience

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Get savvy!• Keep it short and sweet, end with a question or call to action• Be conversational, think about your community core values• Test and learn your peak days and times for post engagement• Don’t just regurgitate old content, create new multimedia content• Make your audience informed about your industry• Entertain them with clever communications• Reward their loyalty and engagement

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“Share and share alike”• Ask your suppliers to share with you

• Content for you to use• Share directly on page• Tag in a tweet i.e. @3M_UK• Follow and share what they do

• Share with each other in your network• Help each other, share content• Follow and share what they do• Pool resources on strategy and

moderation guidelines work?• Talk to each other about it• Try messages out on each other!

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Don’t try to do too much• You are better to do one well, than lots badly• Facebook requires a lot of time to perform well• “Managing four communities is a full-time job”• Get the plan and content right - the rest will follow• Keep it simple, fresh and new - don’t complicate it• Work with your suppliers – ask for content to share

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Any questions?Ask me now or you can tweet me at @kjhen2010

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Kirstie Heneghan@kjhen2010

Social is part of the fabric of business

Download - Integra Workshop Kirstie Heneghan November 2012

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