october 20, 2012 1. 2 beyond facebook likes and twitter followers: social media for b2b
TRANSCRIPT
October 20, 20121
October 20, 20122
Beyond Facebook Likes and Twitter Followers:Social Media for B2B
October 20, 20123
Additional InformationSource notes for graphics and content quoted throughout this presentation, plus additional references and resources.
Download the full presentation and accompanying resource guide at www.truedigitalcom.com/BSCAI/
October 20, 20124
October 20, 20125
Developing a social media program• What do you want to accomplish?• Who do you need to reach?• What do you have to share?• What platforms will you concentrate on?• Tailor communications
– To the audience– To the platform
• Monitor, learn and adjust
October 20, 20126
What do you want to accomplish?• Differentiate your company• Generate new business• Communicate regularly with customers to increase business retention
and word-of-mouth referrals• Attract new talent• Retain current employees
October 20, 20127
How will you measure success?• New business inquiries or RFP opportunities• Year-over-year business retention• Applications from qualified candidates• Year-over-year employee retention• Awareness and visibility within existing or new market segments
October 20, 20128
What’s out there now?• What you say about your company
– Your website – Press releases & press mentions– Your social media profiles and content– Professional affiliations– Job postings
• What others say about your company– Client recommendations, referrals or complaints– Employer review sites– Other mentions on social media– News stories
October 20, 20129
October 20, 201210
Who do you need to reach?• Known prospects• New prospects• Existing customers• Prospective employees• Current employees
October 20, 201211
How many platforms?
October 20, 201212
How many platforms?• What platforms do your target audiences use?
October 20, 201213
October 20, 201214
October 20, 201215
October 20, 201216
What platforms do your target audiences use?• ~90 BOMA-related groups on LinkedIn, 7 on Facebook• ~135 IFMA-related groups (plus 13 specialty subgroups operated by
IFMA), 13 related groups on Facebook• 76 IREM-related groups on LinkedIn, 2 on Facebook• Dedicated forums (www.iremfirst.org, www.ifma.org/community)• Groups & individual users on Twitter
October 20, 201217
Forrester Research’s Social Technographics data classifies consumers into seven overlapping levels of social technology participation.
October 20, 201218
October 20, 201219
How many platforms?• What platforms do your target audiences use?• What activities support your goals?
– Publish– Educate– Announce
— Discuss— Connect— Share
October 20, 201220
How many platforms?Can one platform support multiple activities/goals?
PublishEducateAnnounce
Discuss
Connect
Share
BlogEnewsletter*WhitepaperTwitterFacebookLinkedInSlideshareYouTube
October 20, 201221
How many platforms?Can one platform support multiple activities/goals?
PublishEducateAnnounce
Discuss
Connect
Share
BlogEnewsletter*WhitepaperTwitterFacebookLinkedInSlideshareYouTube
October 20, 201222
How many platforms?Can one platform support multiple activities/goals?
PublishEducateAnnounce
Discuss
Connect
Share
BlogEnewsletter*WhitepaperTwitterFacebookLinkedInSlideshareYouTube
October 20, 201223
How many platforms?Can one platform support multiple activities/goals?
PublishEducateAnnounceDiscuss
Connect
Share
BlogEnewsletterWhitepaperTwitterFacebookLinkedInSlideshareYouTube
October 20, 201224
How many platforms?Can one platform support multiple activities/goals?
PublishEducateAnnounce
Discuss
Connect
Share
BlogEnewsletter*WhitepaperTwitterFacebookLinkedInSlideshareYouTube
October 20, 201225
How many platforms?Can one platform support multiple activities/goals?
PublishEducateAnnounce
Discuss
Connect
Share
BlogEnewsletter*WhitepaperTwitterFacebookLinkedInSlideshareYouTube
October 20, 201226
How many platforms?• What platforms do your target audiences use?• What activities support your goals?
– Publish– Educate– Announce
• Do you have the resources to support multiple platforms?– Content to share – words, pictures, videos– Time and staff/volunteers to share it
— Discuss— Connect— Share
October 20, 201227
Social media content strategies• Develop or repurpose your own original content• Gather relevant content from other sources and add your own insights• Contribute to conversations on established platforms
October 20, 201228
October 20, 201229
Content sources• Company news• Employee achievements• Community involvement• Client achievements• Client challenges• Trends impacting your industry• Trends impacting your clients’ industries• Seasonal topics• Discussions on established forums (including BSCAI’s LinkedIn group)• Conferences and industry events like this one• Trade publications• Current events
October 20, 201230
The best social media platform is the one you’ll actually use.
October 20, 201231
Spontaneity takes planning• How often will you publish/blog/update/post/tweet?• How long will it take to research and find/develop content? When will
you schedule time for these activities?• What will you talk about for the next 3-6 months?• Will you share social media responsibilities with others? If so, what are
your expectations for their participation?• How will you promote your social media channels?• How/when will you monitor and maintain your social media channels?• How/when will you monitor and participate on other social media
channels?
October 20, 201232
One piece of content, multiple touchpoints• One blog post per week
– Can encourage comments via Facebook– Can fuel a LinkedIn discussion– Can be promoted via Twitter– Can be added to your email signature– Can be referenced in discussions on other forums
• Four blog posts per month– Can be recapped into an enewsletter– Can be emailed individually to prospects or customers
• Archived blog posts by topic– Can be fodder for a new list-style blog post– Can be tied into relevant sections of your site using RSS feeds– Can allow users to subscribe to RSS feeds by topic
October 20, 201233
October 20, 201234
Tailor communications to the audience AND the platform• Message• Content type• Frequency• Timing
October 20, 201235
Monitor, learn and adjust• What drives engagement on each platform?
October 20, 201236
October 20, 201237
October 20, 201238
Monitor, learn and adjust• What drives engagement on each platform?• How do social media efforts impact visitor behaviors on your website?• What drives action and moves you closer to your goals?
– New business inquiries or RFP opportunities– Year-over-year business retention– Applications from qualified candidates– Awareness and visibility within existing or new market segments
October 20, 201239
October 20, 201240
Monitor, learn and adjust• What drives engagement on each platform?• How do social media efforts impact visitor behaviors on your website?• What drives action and moves you closer to your goals?
– New business inquiries or RFP opportunities– Year-over-year business retention– Applications from qualified candidates– Awareness and visibility within existing or new market segments
• What can you learn from others?
October 20, 201241
October 20, 201242
Questions?
