Social Media Marketing B2B & B2C
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Slide deck used in presentation for The Advisory Board members on Friday, January 18, 2013. Chester County Marketing co-founders, Jeff Tincher & Carla Wilson, presented the materials during a 90 minute presentation and Q&A session to a room of over 70 Philadelphia area business owners.
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Social Media Marketing B2B & B2C
- 1. Social Media Marketing B2B + B2C 1 1
- 2. What We’ll Cover in 90 Minutes • Social Media Overview and Stats • Measuring, Conversation and Engagement • Social Strategy & Tactics • Use of Video in your Social Media • Improving LinkedIn Profiles & Company Pages • Q&A 2 2
- 3. Social Media Overview • What are the major social media networks • You don’t have to be on all social networks, find what works • B2C better suited for Pinterest and image sharing networks • Content marketing helps both B2B/B2C grow their overall online marketing 3 3
- 4. B2B Social Media Stats • 61% of US Marketers use social media to increase their lead-generation • 2x the amount of leads/month for companies that use Twitter • 67% more leads/month for companies who have an active blog • LinkedIn generates more leads than Facebook, Twitter or Blogging for B2B Source: insideview infographic 4 4
- 5. B2B Social Stats Source: insideview infographic 5 5
- 6. B2B Social Stats Source: insideview infographic 6 6
- 7. What Social Networks are Used? 7 7
- 8. Analyze Your Social Traffic 8 8
- 10. SHOCKING SOCIAL STATS… • In any given week, less than 0.5% of Facebook fans engage with the brand they are fans of. – Ehrenberg-Bass Institute, 5/31/2012 • The average Facebook post only reaches about 17% of its fans. Edgerank Checker: study of 4,000 pages • When a brand posts on Facebook twice a day, those posts only receive 57% of the likes and 78% of the comments per post that a single post receives – Track Social, 6/18/2012 10
- 11. What Engages People • People are most likely to engage with branded content on social media that contains pictures (44%), status updates (40%) and videos (37%) – Performics, July 2012 • FRIENDS! One third of respondents are most likely to respond to brand offers when they have been reposted by a friend, while 27% will do so on the brand’s page, 26% will do so from the newsfeed and 20% will do so from a social ad. • Other factors that contribute to higher engagement: – Launch Creative Incentives, fun promotions, sweeps, games, etc. – Post highly sharable content – images work well! – Build a tight community – one where fans interact with each other, brands need to respond! – Be a little crazy or quirky (i.e. HUMAN) 11
- 12. Facebook Engagement • Be transparent! Be clear who you are, be human. People can sniff out honesty – or dishonesty. • Post Photos – pictures say a thousand words, fun to share • Use Post targeting – Ex. Gender, age, education, geo • Understand EdgeRank to succeed! – Affinity – Weight – Time Decay 12
- 13. Twitter Engagement Tweets with 1 or 2 #hashtags receive 21% higher engagement than those with 3+. Tweets containing less than 100 characters receive 17% higher engagement. – Buddy Media, June 2012 Ask questions! But to get the FULL benefit you should answer their questions, share knowledge, participate. DO NOT just broadcast! Promote others – Share and retweet something nice said about your brand, share their blog, etc. Tweet content again – Twitter moves fast. Ok to occasionally tweet out same/similar message. Connect with your consumers/customers. 13
- 14. Measuring Social • Engagement & Activism Measurements Engagement – Contextual measurements & Activism that speak to how engaged your community is, how will it is to take action, and your influence on the community. – These lead to intended action! • Status Measurements Status – These are non-contextual Measurement measurement such as • Number of followers, Image courtesy of Jeff the Trojan, CC license friends, retweets, Likes, views, photos shared, comments, etc. 14
- 15. Engagement you CAN measure • Participation – Engagement and activism Likes, comments, shares, @mention measurements are s, use of widgets used to gauge the • Degree of Authority – authoritative strength of the community, and sites linking to your URLs, talking to its potential for your content, org, campaign ROE. • Influence – size of your user base subscribed to your content, #RT per post, traffic to website from social sites • Sentiment – how do people “feel” about you/your brand, % change 15
- 16. It is possible to measure the level of engagement Engagement Measurement Total number who engage in some way with your organization’s social media spaces or within it/total number of people in the same social space 9,750 on Facebook & Twitter combined 1,200 people engage with either site per month 1,200/9,750 = 12% engagement Activism Measurement Total number who took action from your social spaces that you ASKED them to take / Total number of people within those spaces. 240 people on FB/Twitter completed a survey on your site 9,750 who follow you on those spaces 240/9,750 = 2.5% are willing to take action for your organization 16
- 17. 17
- 18. Differences The difference between strategy and tactics: strategy is done above the shoulders, tactics are done below the shoulders 18
- 19. Goals – Strategies - Tactics Goal Strategy examples Tactic examples Increase average • Run a promotion • Bundles products order value of a sale • Promote on by year end social/email Increase the purchase • Create loyalty • Use banner ads frequency of shoppers program • social media from every 10 days to • Build awareness of contests every 7 days products • email campaigns • retargeting Decrease the length of • Create sales tools to • Share links on Twitter, sales cycle by 15% build lead gen Industry forums • e-books • Send out product • videos samples • whitepapers 19
- 20. A Few B2B Social Media Tactics to Consider Blogs: • Leverage your industry knowledge & show experience with products to influence sales • Improves customer retention • Share e-books, videos • Create shareable content around features and benefits of your product or service • Become an active blog commenter on key industry blogs Twitter: • Provide real time support for new customers • Seek out business opportunities • Building professional relationships User Community: • Distribute and seed content to increase reach of messages • Create branded user community for your clients to connect and share their stories • Join and contribute to relevant industry social networks and forums 20 20
- 21. Social Media Is How Customers Want To Learn • Social Media is how the current and next generation of customers choose to learn about solutions and products. • Social Media is the glue that keeps your customers loyal to your company Quick Stats: Social media (84%), digital content creation (79%) and digital advertising (76%) are the three most common digital marketing strategies companies are planning on. The sample includes both B2C and B2B companies. 21 21
- 22. Using Video to Promote Your Business 22
- 23. YouTube Statistics 72 hours of video are uploaded to YouTube every minute 3 hours of video are uploaded per minute via mobile devices * http://www.youtube.com/t/press_statistics 23
- 24. YouTube Statistics 24
- 25. YouTube Statistics 25
- 26. YouTube Statistics 26
- 27. Why Use Video? 100,000,000,000 worldwide searches per month on Google* • Good “Google juice” • Websites with video and other digital content get ranked higher *According to Search Engine Land 27
- 28. Why? Inbound marketing costs 61%L E S S than traditional outbound marketing *According to HubSpot 28
- 29. Types of Video • Live motion video • Promo or product demo • Video podcast • A webinar recording • Screen-capture • Livestream an event 29
- 30. Capturing Video • Web camera • Smartphone • Video camera • PowerPoint 2010– Save As .WMV • Animoto or ProShow • Google+ Hangouts on Air • Jing 30
- 31. Benefits of YouTube • 61% B2B marketers use YouTube • 800 million unique users • Benefits and Uses – Provides 360° degree product view & support. – Entertains and teaches. – Spotlight your brand. – Helps search optimization. – Entertains viewers. – Engages users. – Extends events. 31 31
- 32. LinkedIn is one of the most successful sites for B2B social media marketing but is not used much for B2C. 32
- 33. Maximize Your Profile… Maximize your ability to be found. Every word in your profile is keyword searchable. Make each section: • keyword rich • meaningful • readable Be sure to add relevant website links and a professional photo. Your summary should also be keyword-rich. 33 33
- 34. Completely Update Profile Sections The best LinkedIn Profiles will have every section completed. • Headline – 120 characters • Summary (w/ Specialties) – 2,000 characters • Skills & Expertise (now includes Endorsements) • Job & Education entries up to 2,000 characters each • Recommendations You can also move sections of your profile. When in ‘edit’ mode you can click and drag sections to re-order. Give it a try. 34 34
- 35. Searching for People LinkedIn is a great search tool for finding job leads, references, past coworkers and Lead Generation. Your searches will look through your entire network (of allowable members) Use Advanced Search, very powerful! 35 35
- 36. Advanced Search Use advanced search to really dive into your connections and 2nd & 3rd level connections. Search by Keyword, Company, Name, and many other filters like Industry, Groups. Paid accounts can perform more advanced filtering on Job Function, Seniority Level, and more. 36 36
- 37. Using LinkedIn Groups • Join as many relevant groups as possible. (max of 50) • Engage in existing group conversations and use your blog posts to support your engagement. • Start group conversations based on content • Once someone responds to your comment, continue to engage. Build relationships. • Be helpful and share valuable information that positions you as an industry thought leader. • Connect with the people who frequently engage you. People in your groups are searchable and you can contact them for job leads, projects & freelance work, questions about a business, etc. 37 37
- 38. LinkedIn Company Page Create a Company Page on LinkedIn to: • Tell your company’s story & history • Highlight your products and services • Engage with followers • Share career opportunities 38 38
- 39. LinkedIn Company Page The Products & Services tab on your Company Page serves as a powerful way to showcase what your business has to offer. LinkedIn members can also leave Recommendations about your Products & Services. Source: http://learn.linkedin.com/company-pages/ 39 39
- 40. Company Page Statistics Your Company Page will allow you to report on the following statistics: • insights about follower demographics • engagement levels • Number of impressions for status updates • total number of people following company • recent followers • month-to-month trends in number of new followers (Note: The data pictured in the screenshot above is sample data, not actual LinkedIn company page data. Source: Hubspot.) 40 40
- 41. Q&A / Thank You! Your turn! What Questions do you have? Thank you! Jeff Tincher Carla Wilson Jeff@610Digital.com Carla@WilsonMediaServices.com 610.590.4824 484.356.3248 Twitter: @JeffTincher Twitter: @WilsonVA LinkedIn: http://bit.ly/TinchLI Linkedin.com/in/wilsonmediaservices 41 41
Hinweis der Redaktion
- Social Media Overview and ExamplesWhy Social Media is becoming more important for businessConversation and EngagementDifferences between Traditional & Social MarketingDo’s & Don’t of Social Strategy & TacticsB2B & B2C ExamplesQ&A
- What are the major social media networks – FB, twitter, linkedin and youtube. Each have their own use in social. Facebook currently is the leader when it comes to B2C whereas LinkedIn is on top for B2B – due to the nature of the network, growing relationship, building networks.You don’t have to be on all social networks, find what works. Just because your competitor is using Facebook, doesn’t mean you should. Make sure before you start, that you can dedicate time, resources to managing your social channels. Just having FB logos on your site with Nothing posted is like opening up a new store with nothing to sell.B2C better suited for Pinterest and image sharing networks - people love images. People share images.Content marketing helps both B2B/B2C grow their overall online marketingWhat is also common between B2B and B2C marketing is that both must create and frequently update compelling content, focus on engagement, and interact directly with their audience to be successful. The main difference in B2B is that you must think about the overall sales cycle, who is involved, and how to address each individual's needs with the right content at the right time.
- 61% of US Marketers use social media to increase their lead-generation2x the amount of leads/month for companies that use Twitter67% more leads/month for companies who have an active blogLinkedIn generates more leads than Facebook, Twitter or Blogging for B2B
- This slide shows some B2B Social Media Statistics as reported by business.com55% of Buyers Search for Information on Social Media they are using social media anyway, so if you’re sharing info, they will probably find it.75% of Buyers Likely to Use Social Media in the Purchase Process recommendations from friends, seeing that friends Like you FB page, find product/service via a link shared on Twitter….B2B companies spend slightly more of their marketing budgets on content marketing than B2C companies, 33% versus 27%.
- Did you know that ONLINE CONVERSATIONS with your prospects and customers can help to accelerate deals???By using social networks like FB, Twitter to communicate, whether you are posting to these networks, responding to people’s questions, whatever…. There is an increase in the decision making process, from 41% to 60%.The use of micro-blogging, like Twitter
- These two graphs show the percentage of different social media sites to distribute their content. These charts are from the 2013 B2B Content Marketing Becnchmarks report by CMI/Marketing ProfsYou’ll see that for B2B businesses, 83% of marketers are using LinkedIn as their number 1 social network to distribute content in 2012, jumping ahead of Twitter. Both Twitter and Facebook are at 80%At the bottom of the list is Quora, a Q&A site that I’m thinking will move up in the ranks due to a recent announcement by LInkedIn this week to shutdown LinkedIn AnswersAs for B2C marketers, it’s no doubt that Facebook tops the list with 90% of marketers using the channel. Big reason is the engagement of consumers with brand pages. You can have fun with your Facebook page and drive continued engagement which is also shared with friends of your fans, growing the overall reach of your messaging. Twitter is an excellent network for broadcasting about your products, services, specials and promotions. Also, Twitter is being used as a customer service tool to allow consumers to give feedback, ask questions. Even if your brand doesn’t have the resources to push out social messages, you really should be LISTENING and MONITORING Twitter, as well as other networks, for any negative feedback so you can respond accordingly. Not knowing your house is on fire is a bad thing!!And as you’ll hear more about video later from Carla, YouTube are also high on marketers list of social networks as it’s engaging.
- In any given week, less than 0.5% of Facebook fans engage with the brand they are fans of. – Ehrenberg-Bass Institute, 5/31/2012 The average Facebook post only reaches about 17% of its fans. When a brand posts on Facebook twice a day, those posts only receive 57% of the likes and 78% of the comments per post that a single post receives – Track Social, 6/18/2012
- People are most likely to engage with branded content on social media that contains pictures (44%), status updates (40%) and videos (37%) – Performics, July 2012FRIENDS! One third of respondents are most likely to respond to brand offers when they have been reposted by a friend, while 27% will do so on the brand’s page, 26% will do so from the newsfeed and 20% will do so from a social ad. Other factors that contribute to higher engagement:Launch Creative Incentives, fun promotions, sweeps, games, etc.Post highly sharable content – images work well!Build a tight community – one where fans interact with each other, brands need to respond!Be a little crazy or quirky (i.e. HUMAN)
- How many B2C are with us today???Posting everything with an image will increase the percent of fans you reach. In all these cases, your status and link will show up above the image. My experiments show that you can get a good amount of clicks on links above photos. For example, one post (also amplified by sponsored story ads) reached 114, 434 people and engaged 619 people (0.5% of reach), while the link received 311 clicks (0.27% of reach and half the engaged users).What is an Edge?An Edge is basically everything that “happens” in Facebook. Examples of Edges would be status updates, comments, likes, and shares. There are many more Edges than our small list, simply put any action that happens within Facebook is an Edge.What Does EdgeRank Do?EdgeRank ranks Edges in the News Feed. EdgeRank looks at all of the Edges that are connected to the User, it then ranks each edge to understand the importance to the User. Objects with the highest EdgeRank will typically go to the top of the News Feed (there is a small component of randomization).What is Affinity? The more people interact with a page, the better affinity scoreAffinity is a one-way relationship between a User and an Edge. It could be understood as how close of a “relationship” a Brand and a Fan may have. Affinity is built by repeat interactions with a Brand’s Edges. Actions such as Commenting, Liking, Sharing, Clicking, and even Messaging can influence a User’s Affinity.What is Weight?Weight is a value system created by Facebook to increase/decrease the value of certain actions within Facebook. Commenting is more involved and therefore deemed more valuable than a Like. In the weighting system, Comments would have a higher value than a Like. In this system all Edges are assigned a value chosen by Facebook. As a general rule, it’s best to assume Edges that take the most time to accomplish tend to weigh more.For engagement Edges we generally say Shares > Comments > Likes > Clicks. For content type Edges we’ve seen Videos > Photos > Status Updates > Links.What is Time Decay?Time Decay refers to how long the Edge has been alive; the older it is the less valuable it is. Time Decay is the easiest of the variables to understand. Mathematically it is understood as 1/(Time Since Action). As an Edge ages, it loses value. This helps keep the News Feed fresh with interesting new content, as opposed to lingering old content.
- Tweets with 1 or 2 #hashtags receive 21% higher engagement than those with 3+. Tweets containing less than 100 characters receive 17% higher engagement.– Buddy Media, June 2012Ask questions! But to get the FULL benefit you should answer their questions, share knowledge, participate. DO NOT just broadcast!Promote others – Share and retweet something nice said about your brand, share their blog, etc.Tweet content again – Twitter moves fast. Ok to occasionally tweet out same/similar message.Connect with your consumers/customers.
- Participation – Likes, comments, shares, @mentions, use of widgetsDegree of Authority – authoritative sites linking to your URLs, talking to your content, org, campaignInfluence – size of your user base subscribed to your content, #RT per post, traffic to website from social sitesSentiment – how do people “feel” about you/your brand, % change
- Engagement MeasurementTotal number who engage in some way with your organization’s social media spaces or within it/total number of people in the same social space9,750 on Facebook & Twitter combined1,200 people engage with either site per month1,200/9,750 = 12% engagementActivism MeasurementTotal number who took action from your social spaces that you ASKED them to take / Total number of people within those spaces.240 people on FB/Twitter completed a survey on your site9,750 who follow you on those spaces 240/9,750 = 2.5% are willing to take action for your organization
- Our next section focuses on social media strategies and tactics.As you see, I’m using an image (images TALK to people remember) and the paper airplane shows the differences in Strategy vs Tactics.The Strategy is to create a way to send a message to someone on the other side of a room.Tactics may include: folding the plane in a special way, tweaking the wing flaps to course correct, write a message on the paper, folding an advertisement and sending.
- The difference between strategy and tactics: strategyis done above theshoulders, tacticsaredone below theshouldersFor example, your Strategy could be: Maneuver your brand into top two consideration set of household decision makers. Tactics: Deploy a marketing campaign that leverages existing customer reviews and spurs them to conduct word of mouth with their peers in online and real world events.
- In most instances, B2B companies can leverage their industry knowledge and deep experience with their own products to influence sales, improve customer retention, and gain clout and positive reputation within the industries they’re serving. There’s a huge opportunity for knowledge sharing and community engagement on a B2B blog. Learn more by downloading our ebook, The Art of Corporate Blogging.Internal Communities: In general, the employees of a B2B organization need to have a much deeper grasp of product features and benefits, product applications, competitive landscape, and company culture than those of a B2C organization. Because of this, internal communities for employee knowledge sharing and collaboration can be a great way of getting your internal teams on the same page.Twitter: Twitter can be a great medium for seeking out business opportunities and building professional relationships, and we all know that business-to-business transactions rest on strong relationships.User Community: Creating a branded user community for your clients to connect and share their stories, get product-specific advice from other users, and find additional and specialized content and customer support can be a boon to your organization in a number of ways. User communities can improve business by helping build customer loyalty, reduce support costs, foster additional sales opportunities, and provide an additional customer feedback loop that might very well include some R&D ideas.
- Whether or not you believe in Social Media, it IS how the current and next generation of customers, both B2B/B2C, are choosing to learn about solutions and products.Social Media is the glue that keeps your customers loyal to your company
- 72 – can you guess this statistic? Yes, that’s the number of hours of video uploaded to YouTube every minute. (This is up from 60 hours earlier this year, and 48 hours since 2011)Also take note that 3 hours of video are uploaded every minute via mobile devices.On the next couple of slides you’ll see some images I pulled from a great infographic from TechWelkin and their URL is listed on the slides.
- On YouTube, 3 billion - that’s billion with a B - hours are watched each month. I love infographics as a visual way to understand data, this one was a bit outdated as now this number is up to 4 billion hours of YouTube video are watched each month. And over half have been rated to include comments from the comments from the community.
- On Facebook, 500 YEARS’ worth of YouTube video are watched every day. This is one of the reasons that Facebook is now the 2nd largest source for video.
- Every minute, Twitter users are sharing 700 YouTube videos.So, as demonstrated by the statistics, video is truly playing a big role in social media. While each person has a preferred method to absorb their content, I think a large percentage of folks truly prefer watching their content. A recent Pew Research Poll found that nearly half of us - 46% - as internet users post original photos and videos online and 41% curate photos and videos they find elsewhere on the internet. Videos can educate, enlighten and entertain. And for businesses, video is a great way to highlight a product, welcome viewers to your website, or provide training.
- I work with clients to convince them to use more audio and video in their businesses. One of the reasons I stress this is the benefit of using these digital media files on their websites. Websites with more audio and video rank higher in Google rankings, and I call this “good Google juice”. Here’s why, each month there are over 100 billion searches and I want my clients’ websites ranking higher in search – so I encourage more blogging and more audio and video production.
- Here is reason number 2 why I encourage my clients to create more digital media for their internet marketing efforts. Inbound marketing - those efforts that draw people to your website to learn about you and your product/service costs 61% less than outbound marketing which are the efforts in which you are making cold calls, direct mail – reaching out to prospects.
- So I’ve covered some fun facts about the why, now let’s talk about fast and easy video production . The types of videos you can create include live action. For instance, I take video of my son’s or husband’s bands when they’re playing at a gig. Business could create a welcome video on their website, or a promo video for a product, or a record a webinar. You can create a video podcast – or you can livestream an event.
- So let’s talk about capturing the video. Depending on the type of video you’re producing, you could simply use the web camera built into your PC, or one that is a separate accessory. You could use a video camera, or your smartphone or other device. In PowerPoint 2010, you can now save as a WMV and create a video from your slide deck. Using a product called Animoto or another called ProShow Producer, you can create a video from a set of photos. If you’re trying to do a software demo, Jing is a great tool for screen capture. And my new recent favorite for creating video is Google+ using their Hangouts on Air feature. I’ll give more details about this in a few minutes.
- 61% B2B marketers use YouTube800 million unique usersBenefits and UsesProvides 360° degree product view & support.Entertains and teaches.Spotlight your brand.Helps search optimization.Entertains viewers.Engages users.Extends events.
- Join as many relevant groups as possible. (max of 50)Engage in existing group conversations and use your blog posts to support your engagement.Start group conversations based on content Once someone responds to your comment, continue to engage. Build relationships.Be helpful and share valuable information that positions you as an industry thought leader.Connect with the people who frequently engage you.