Social Media for B2B
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Social Media should really be H2H, or, "Human to Human," but there are a few things to consider when you're marketing to businesses. Learn how social media is changing in 2014 and how you can use it to your company's advantage; from SEO, to relationship-building, to turning your employees into your best brand advocates. This brief presentation tackles the four main social networks: Facebook, Twitter, LinkedIn & Google+.
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Social Media for B2B
- 1. SOCIAL MEDIA FOR B2B
- 2. IN 2014… “Company-wide support of social will become increasingly necessary to make sure social media tasks are carried out consistently, and in a way that aligns with overall business goals and values.” - Huffington Post
- 3. THE SOCIAL BUSINESS Where employees feel empowered and, even rewarded, for openly sharing data and expertise, in real time. “Bottom line, when a company onboards the social in social business, it typically requires a rather radical transformation of its mindset and culture.” – Social Media Today
- 4. MORE THAN JUST #HASHTAG Search engines incorporate social signals to inform their search results.
- 5. AUTHOR RANKING • Great Content – the higher the quality of the content, the higher the ranking • Link Building – getting other sites to link to us, and linking back to them • Social Factors –more likes and shares improves our authorship
- 6. HOW SOCIAL MEDIA BENEFITS YOUR COMPANY: • Builds brand awareness • Humanizes our brand • Increases web traffic The more followers, likes and shares you get, the more your company shows up in search results – increases global reach
- 7. HOW SOCIAL MEDIA BENEFITS YOU: • It has a 100% higher lead-to-close rate than outbound marketing. (State of Inbound Marketing, 2012) • It gives you the power to influence and be a spokesperson for your company • It helps build relationships • It increases customer retention and loyalty • It enables you become a thought leader • It helps you engage with the target market
- 8. WHY DO WE WANT TO CONNECT WITH PEOPLE? People buy from people they trust!
- 10. GOOGLE+ “Google+ is quickly gaining steam, and now has the second highest number of monthly users (393 million)” – forbes.com It’s an integral part of Google’s grand scheme in terms of SEO You need it for author ranking
- 11. • Most Google+ users are tech-savvy • Google continues to integrate Google+ into all aspects of the web • People go there to learn – to get information 10 things to do after joining Google+ IT’S NOT LIKE FACEBOOK
- 13. “LinkedIn Will Become a Major Player for B2B Business Growth” – forbes.com “One of the largest sources of content creation for professionals.”
- 14. LINKEDIN CONCLUSION: LinkedIn is evolving from a job search & online resume platform to a place to… • Search for and share great content • Engage in professional group discussions • Get the latest industry news
- 15. PULSE NEWS Pulse: An app on LinkedIn that helps you tailor and organize business news.
- 17. TWITTER “2014 should be the year of Twitter.” – socialmediatoday.com Your employees should all join Twitter - they can us it for customer service, lead generation, research and/or thought leadership. Create a Twitter handle for business in addition to your personal account
- 18. TWITTER BEST PRACTICES • Get a simple, accurate handle • Create a killer bio • Use hashtags • Don’t send direct messages – it’s mostly spam • Post tweets with links & images. They get the most engagement. • Ask questions • Respond to customers & prospects • Be yourself!
- 19. OTHER TWITTER STUFF Twitter search allows users to search for users, tweets, topics, images and videos “Trending” - most tweeted-about topics on twitter “Promoted” - trending topic paid for by advertisers
- 21. FACEBOOK Used for fun/personal updates – Show your company personality! Facebook changed their formula in 2014, so your reach has probably plummeted. You have to create fun Facebook ads.
- 22. DO… Start your day with 15 minutes of industry news Share interesting/cool/different content that might not have anything to do with your company or industry Ask questions and engage with people – it’s called SOCIAL media for a reason
- 23. DON’T… Talk about how much better you are than your competition Mimic social messages word-for-word – it’s annoying to followers. Bore your followers to death
- 25. GET STARTED 1. Empower your employees – teach them about the different social networks & how to use them 2. Give them a voice by giving them the content to share, showing them where to find content & encouraging conversations with customers, prospects, partners & industry leaders 3. Let them know how much engagement has increased so they feel they made a difference 4. Create a program to reward employees for social involvement 5. Complete steps 1-4 and loyalty will happen on its own
- 26. FIND & SHARE QUALITY CONTENT Start listening on your social networks Gather content from your existing partners & customers Join LinkedIn Groups Join Google+ Communities Great content sparks conversations