FRANk Media | FRANkademy is a social business workshop by FRANk media in Melbourne, Australia. We share our best tips for a successful social media B2B strategy including social media tools, ROI, social media monitoring and reporting. FRANKademy also includes a couple of case studies of B2B businesses which employ a successful social business strategy already. Enjoy and please get in touch if you have any questions! frank@frankmedia.com.au

1. Follow us @frank_media
and join in our live tweeting with #frankademy!

2. “
”

3. Overview
• Introduction to social business: why we
should care?
• Implementing a social business strategy
• Social ROI
• Tools of the Trade: LinkedIn, Facebook,
Blogs,Twitter and Pinterest
• Case histories on social and B2B – both
the good and the bad
• Where and how to begin a successful
social business strategy

4. Overview
• Introduction to social business: why we
should care?
• Implementing a social business strategy
• Social ROI
• Tools of the Trade: LinkedIn, Facebook,
Blogs,Twitter and Pinterest
• Case histories on social and B2B – both
the good and the bad
• Where and how to begin a successful
social business strategy

5. What exactly is B2B?

6. Current State of Social in Australia
Only 42%
of Australian organisations
are embracing social media
48%
have no presence
in the space
Only 16%
feel it is important to have a
clear social media strategy
Only 2%
prioritise dedicating
funding KMPG 2011
Source
Source: KPMG report in B&T article: http://www.bandt.com.au/news/australian-businesses-lag-in-social-media-game

7. Traditional Media Approach

8. Social Business Approach

9. You need both to succeed
BRAND AWARENESS BRAND REPUTATION SALES

10. The relative importance
Bought Owned
Media Assets
“Earned”

11. Nielsen study agrees
Have some degree of trust in the following forms of advertising:
Recommendations from people known
EARNED Consumer opinions posted online
Editorial content (e.g. newspaper article) TWITTER
OWNED Branded websites
Emails signed up for
TV
Brand sponsorships FORUMS
Magazines
Billboards / outdoor advertising
Newspaper
BOUGHT MEDIA
Radio
Ads before movies FACEBOOK
TV program product placements
Ads served in search engine results
Online video ads
Ads on social networks BLOGS
Online banner ads
Display ads on mobile devices
Source: Nielsen Global Trust in Advertising
Text ads on mobile phones Survey, Q3 2011

12. WOM is also B2B’s main purchase influence

13. B2B buyers are active social media users

14. Top Take outs.. So far
First mover advantage is there to be seized
Social is no longer optional – integration is key
WOM and social are very relevant for B2B sales

15. Overview
• Introduction to social business: why we
should care?
• Implementing a social business strategy
• Social ROI
• Tools of the Trade: LinkedIn, Facebook,
Blogs,Twitter and Pinterest
• Case histories on social and B2B – both
the good and the bad
• Where and how to begin a successful
social business strategy

16. It’s not about the tools.
It’s how you use them.

17. Most brands are socially inept
Share, talk, answer, engage, give something
for free, have a personality, be different…
It doesn’t come naturally for most brands

18. Most brands are not HUMAN
Only Human
Brands succeed
with social
http://trendwatching.com/briefing/

19. Social Media Best Practice
Tactics/
Shop Front
Strategy
http://www.intersectionconsulting.com/blog/

20. The Single Biggest Challenge
http://magicofteams.wordpress.com/2010/12/02/silos-firm-they-stand/

21. The inevitable shift
CLOSED COLLABORATIVE OPEN CULTURE
Silos, separate and Freely sharing Connecting internal and
information hoarding information and external communities for
knowledge internally mutual gain

22. Social Business has a knock on effect

23. Social media means more than a Facebook page

24. Top Take outs.. So far
It is not about the tools, but how you use them
Brands need to be human and break down silos
Social media requires a social business

25. Overview
• Introduction to social business: why we
should care?
• Implementing a social business strategy
• Social ROI
• Tools of the Trade: LinkedIn, Facebook,
Twitter and Pinterest
• Case histories on social and B2B – both
the good and the bad
• Where and how to begin a successful
social business strategy

26. Social media ROI for B2B
http://www.b2bbloggers.com/blog/b2b-social-media-roi/

27. Social ROI: You get out what you put in
2011 study shows
that 95% of
Facebook posts on
brand pages are
ignored
www.allfacebook.com/facebook-wall-posts-brands-2011-10

28. The Benefits of Getting it Right
Companies view social media as offering the most benefit in
the upper stages of the purchase funnel.
http://www.booz.com/media/file/BoozCo-Campaigns-to-Capabilities-Social-Media-and-Marketing-2011.pdf

29. Social ROI measuring framework
Anyone notices the
resemblance to the
Star Wars
Millennium Falcon?
http://www.intersectionconsulting.com/2012/social-media-measurement-framework/

30. Social ROI metrics put traditional ones to shame
Nearly 40% of B2B marketers’ budgets in 2011 were spent on
trade shows. Long-term lead generation was not measured.
ENGAGE & CONVERT
AT, then BEYOND

31. Radian6- online stalker extra ordinaire

32. Example report: Metcash

33. Volume of Metcash related mentions
Identify core
discussions
146 mentions nationally across social
media channels the last 30 days

34. Volume split by Media
146 posts reached
166,586 people

35. Who is discussing?

36. What Are they Saying?
USERS & TOPICS SENTIMENT
ANALYSIS
Positive?
Negative?
Neutral?

37. B2B Benefits of Social Media Monitoring
Awareness
Opinion
Listen for Leads
Consideration
You can immediately connect with those asking
Brand-less Conversation Real time justification
the questions
Intention
Niche Target.
You can target people based on your service and understanding
and don’t need to outspend the
You have a specific product / service with
Sale
acompetition
specific audience

38. Top Take outs.. So far
You get out what you put in
Social is highly measurable & accountable
Radian6 can be a useful listening and monitoring tool

39. Overview
• Introduction to social business: why we
should care?
• Implementing a social business strategy
• Social ROI
• Tools of the Trade: LinkedIn, Facebook,
Blogs, Twitter and Pinterest
• Case histories on social and B2B – both
the good and the bad
• Where and how to begin a successful
social business strategy

40. How Did you Arrive Here Today?

41. Which tool is the most important for B2B marketing?

42. Why LinkedIn is a power tool for B2B
• Online visibility
• Showcase your expertise
• Lead generation
http://blog.brainrider.com/2010/09/linkedin-for-b2b-marketing-8-best-practice-tips-to-get-customers/

43. 5 LinkedIn tips
• It’s a company affair
• Show an interest in others
• Complete & maintain your
profile
• Link your profile with other
platforms
• Watch out for spam

44. The Voice uses LinkedIn to showcase its services

45. The Voice uses LinkedIn to showcase its services

46. The Voice uses LinkedIn to showcase its services
YouTube integration

47. The world’s most popular social tool:
• Popularity
• Lead generation
• Low cost
• Easy to use
http://www.simplyzesty.com/social-media/linkedin-vs-facebook-whos-the-best-at-b2b-infographic/

48. How to make it work
• Integrate Facebook into all other marketing/communication activities
• Don’t talk about yourself 24/7- listen more instead
• “build it and they will come” only works in the Field of Dreams- add value,
share, discuss and share an interest in others
http://www.allfacebook.com/facebook-page-consumers-2012-02

49. Example: UPS on Facebook
Customer case studies
Introducing the people Helpful B2B info beyond
behind the brand logistics

50. Why Blogs should be part of your social play
• Lead generation
• Excellent traffic driver
(Google Juice)
• Inbound marketing leads cost
62% less than outbound
• Showcase your experience &
thinking
http://www.b2bmarketinginsider.com/social-media/blogging-is-good-business-8-tips-to-get-it-right

51. How to get the most out of your blog
Update regularly
Get everyone involved
Use Keywords & Links
Use images & Tags
Comment on other blogs

52. 37 Signals- corporate blog with 124k subscribers

53. 37 Signals- corporate blog with 124k subscribers
Product
announcements, with
a touch of their
quirky brand
personality

54. 37 Signals- corporate blog with 124k subscribers
Transparent & Product
human announcements, with
approach to a touch of their quirky
communications brand personality

55. 37 Signals- corporate blog with 124k subscribers
Tips on
customising
their apps

56. Micro blogging aka
• Pick up sales leads
• Great research tool
• Good traffic driver
• Customer service
• Company news

57. Become a Star Tweeter with these tips
• Incorporate into your overall strategy
• Dedicated accounts make sense
• Listen more, talk less
• Be part of the conversation to find
solutions

58. @HPBizAnswers for advice
@HPBizAnswers
complements the
discussion on their
blog articles and
extends the
conversation to
promote HP’s quality
SMB advice and
solutions…
1,480 followers

59. The new kid on the block:
• 11.7m users worldwide and rapidly growing
• 360k users in Australia, 25th most popular site
• HUGE traffic driver- bigger than Facebook, LinkedIn & Twitter
Pinterest drives 6% of
traffic to our blog after
only a few weeks

60. How to rock Pinterest
Pin your own content- otherwise respect copyright
Show your brand outside office hours
All pins link back to its original site to be careful what you pin
No self promotion- contribute and share only
Pin good quality and up to date images
http://adage.com/article/digitalnext/brands-pinterest-breaking-law/233038/

61. B2B Pinterest Best Practice
• Tech manufacturer- computers,
printers, servers etc.
• Showcases its products 
online catalogue
• Showcases other brands which
complement its own products
• Useful tips, e.g. Mother’s Day
gift inspiration

62. The conclusion: Be Social to Win in Social Media

63. Top Take outs.. So far
The tools are as good as their users
The tools require brands to be social
The tools work best if integrated with other assets

64. Overview
• Introduction to social business: why we
should care?
• Implementing a social business strategy
• Social ROI
• Tools of the Trade: LinkedIn, Facebook,
Blogs, Twitter and Pinterest
• Case histories on social and B2B – both
the good and the bad
• Where and how to begin a successful
social business strategy

65. SOCIAL BUSINESS CASE STUDY
Deloitte's "Entanglement" Model For B2B Digital Marketing

66. So, err – who’s Deloitte?
“Deloitte” is the brand under which tens of
thousands of dedicated professionals in
independent firms throughout the world
collaborate to provide audit, consulting,
financial advisory, risk management, and tax
services to selected clients.”

67. Deloitte; ‘I’m kind of a big deal’

68. Old school B2B thinking: Website / company focus
B2B online
universe B2B
Website

69. New school B2B thinking: Multi-channel marketing
B2B online
Tablet
universe
B2B
Website
Mobile

70. New dictum
“Be RELEVANT and DISCOVERABLE
everywhere your CUSTOMER is.”

71. Old ‘Hub and Spokes’ approach
B2B
Website
= inbound „paid‟ traffic

72. New ‘Entanglement’ approach
“Clive”
Mobile Yummy!
B2B
Website
Tablet

73. Content: ‘planting the seed’ rather then starting with the ‘plant’

74. Key take-outs from Deloitte
• The website is still the epicenter of B2B digital marketing
communications but its not ‘be all and end all’
• Single minded ‘Traffic driving’ digital marketing is the B2B old school –
still relevant but not ‘be all and end all’
• Social Mediums must be integrated in B2B digital marketing strategy – FROM
START
• Developing the content your consumers want will separate you from
your competition
• Through metrics and analytics we can track engagement with thought starters
then grow deeper, more relevant and engaging content
“Be RELEVANT and DISCOVERABLE
everywhere your CUSTOMER is.”

75. SOCIAL BUSINESS CASE STUDY
World’s largest business and technology provider

76. It all started with this observation…
‘To be a social business,
you recognise employees
need to be agile, informed
and able to work beyond
their job descriptions’
Jeff Schick, VP of Social
Software

77. IBM social media objective 
• Listen for leads & drive
sales
• Learn from each other
through an open exchange
• No corporate accounts-
individual employee
accounts only
http://www.emarketer.com/blog/index.php/case-study-ibm-drives-millions-dollars-worth-sales-
leads-social-media/

78. The IBM social media framework
Interaction &
Collaboration
People* Process Technology
*Culture & Leadership
http://www.emarketer.com/blog/index.php/case-study-ibm-drives-millions-dollars-worth-sales-leads-social-media/

79. The key to success- IBM’s social media policy
• Personal liability for all
content
• Identify yourself as an IBM Because IBM does rely on
employee
• Respect copyright personal social media
• Don’t share any accounts it needs a
confidential info sound social media policy
• Respect your audience
• Try to add value
• Don’t pick fights and
apologize where
appropriate
http://www.ibm.com/blogs/zz/en/guidelines.html

80. Kinda like what you learnt at Kindergarten maybe?

81. Result: 400% increase in sales
1st quarter
of 2011

82. SOCIAL BUSINESS CASE STUDY
Leading Australian provider of business solutions

83. The Strategy: make business life easier
Love your work

84. MYOB Blog : The Pulse provides solutions
The blog provides
support and tips to
make business life
easier

85. MYOB - : various tabs

86. tutorials
Tutorials to make
the most out of the
MYOB software

87. profile: relevant info for SMEs

88. “Our solutions make business life easier…”

89. SOCIAL BUSINESS CASE STUDY
Aircraft engine maintenance, repair and overhaul

90. How it all started…
“We know that marketing is heading more in the
direction of relationships as opposed to talking AT
our customers”

91. Social Strategy Objectives
1. Use social media to achieve greater awareness
within the industry
2. Reach potential buyers, manufacturers and key
influencers to build meaningful relationships
3. Develop a relationship with Pratt & Whitney, THE
key influencer in the industry

92. Social Strategy Framework:
Content strategy Reach the industry, in particular
objective: Pratt & Whitney
demonstrate expertise
and thought leadership Establish the brand as an industry
specialist
Gain leads, sales, advocacy, WOM
and insights

93. Social Tools
• Credibility
• Industry leadership
• Leads and sales
• Insights

94. provides discussion and leads
• Regular posts
• Interesting articles
with tips and expert
advice
• Keeping the end goal
of their strategy in
mind: Lead
generation

95. connects with fans
4,300+ Likes, 249 people ‘talking about this’
Lead generation and driving Engaging fans with content Listening and responding
traffic to their site/blog and discussion to community
Advocates and
B2B industry
contacts
reciprocate!

96. connects with the industry
Use LinkedIn discussions to
gather feedback, generate
discussion, and drive traffic to
their site and services
Attracted a strong following (45%)
of senior B2B owners/managers in
the industry, as well as entry-level
enthusiasts who look to Covington
for expert advice

97. directly engages and drives traffic
Directly engaging
with their followers
about aviation and
aircraft topics.
Directing traffic to
their latest blog posts
and other social
platforms
Stimulating
conversation and
getting insights

98. shares their services and expertise
14 videos
3,800+ views
.. And leads!

99. Results
• Facebook fans increased from
zero to over 1,000 within 3
months, reaching industry 
leaders and advocates
• Caught the attention of Pratt &
Whitney, who are inspired to 
begin their own social media
strategy
• Covington gained awareness
and expertise by guest blogging
on Pratt & Whitney’s site

• Pratt & Whitney partnered with
Covington to launch an official
community for the P&W’s PT6
engine…

100. Recognised as a leader in the industry
Gaining further top-of-mind consideration and leads in the industry
as community growth accelerates…
And it all started with a well thought out and supported social strategy!

101. What NOT to do in Social Media

102. Honda- always identify yourself as an employee
Few Honda Facebook fans liked the new
design of their latest CUV so the product
manager of this car decided to post positive
comments on Facebook defending the
design.
The fans however were not amused and
masses of negative comments flooded the
page

103. Dell Hell- respond swiftly to contain disasters
A photo of an exploding Dell laptop
gets published, spreading like
wildfires globally. Dell does not
respond. For a very long time.
Weeks later Dell has to recall 4m
laptop batteries and finally addresses
the issues.
What Dell should have done:
Address the issue immediately and
use social media to contain the PR
disaster
http://econsultancy.com/uk/blog/7913-14-epic-social-media-fails

104. When private and corporate views clash-
Energy Watch CEO Ben Polis on racist
& sexist rant on Facebook backfires
Result: Ben
resigned, Energy
Watch’s reputation
is massively dented
http://www.heraldsun.com.au/news/more-news/polis-scandal-warns-us-to-think-before-posting/story-
fn7x8me2-1226320108427

105. GoDaddy- personal use of social media can backfire
GoDaddy CEO Bob Parson killed an
elephant and put it on YouTube and
Twitter. The backlash was immediate
(especially from PETA) and the general
public was absolutely outraged
What Bob should have done:
1. Not kill an elephant or any other animal
2. Consider how his personal behaviour
affects the company image and sales
http://econsultancy.com/uk/blog/7913-14-epic-social-media-fails

106. Top Take outs.. So far
Start with setting objectives for your social play
The tools are secondary- invest in resource instead
Don’t bullshit your audience- you will get caught

107. Overview
• Introduction to social business: why we
should care?
• Implementing a social business strategy
• Social ROI
• Tools of the Trade: LinkedIn, Facebook,
Blogs, Twitter and Pinterest
• Case histories on social and B2B – both
the good and the bad
• Where and how to begin a successful
social business strategy

108. FRANk Process: 4 steps to a social business
4 ROI metrics & • Detailed quarterly reporting on agreed key KPIs
Constant monitoring of chatter
reporting
•
3
Community • Community Manager recruitment &• FRANkademy workshops, training and
• Editorial calendar
training
support
Management • Knowledge sharing • Response flow chart
• Employee engagement
2
Social Business •
•
Resource management
Strategy implementation
•
•
Budget recommendation
Measurement of success
Strategy
• Content planning • Marketing as a Service
• Social policies and guidelines • Plan to become a social brand
• Internal- all stakeholders
1 Listen & Learn •
•
External- consumers industry, trends, competitors, strengths, opportunities, weaknesses, …
Analysis of online chatter and buzz- agile and dynamic approach

109. FRANk- full service social business agency
What can we
do for you?

110. At what stage is your B2B social business?
“We are nowhere” “We’ve made a start” “We get it!”
We have Facebook and
We’re not sure where We have a community
Twitter but no one manager who regularly
to start or whether
wants to be our friend engages with our
we need to? growing community.
or talk to us.
90% + of brands