Reality check: B2B social media is here to stay. In fact, recent statistics note that social advertising is practiced by a staggering 83% of B2B marketers and is second only to search engines in terms of success. From nurturing customers to flexing your industry influence, the social space has a ton to offer B2B brands. But there’s no denying that B2B social media is tricky. This is especially true if you’re dealing with what may seem like a “boring” or technical product. Listen, B2B brands quite literally can’t afford to shy away from social media anymore. UPS has successfully turned social data into a revenue driver because they understood that audience research would help elevate their strategy, provide data-driven recommendations and make a greater impact on the overall business and revenue. In this B2B spotlight, UPS discusses their social strategy applicable to key business objectives far and wide. You’ll learn: How to find your niche in the conversation and use storytelling to resonate with your audience How to proactively steer the conversation through curated authentic content How organic social is still relevant to overall strategy objectives Watch On-Demand: https://www.falcon.io/cmp/roi-resources/

2. Welcome to:
With:
• Katie Malone, Social Media Manager at UPS
• Catherine Hefferan, Social Media Strategist at Falcon.io
Putting ROI to
Work: UPS
Spotlight (B2B)

3. Our Agenda
DAY 3:
• Intro
• Our Takeaways
• KPIs and Metrics
• Setting the Scene
• Rebrand of UPS
• B2B Strategy during & following COVID Lockdown
• Storytelling vs. Product Selling
• How organic social enhances paid strategy
• Social Learnings
• Q&A

4. Our Takeaways
DAY 3:
1. How to find your niche in the social
conversation use storytelling to resonate
with your audience
2. How to proactively steer the conversation
through curated authentic content
3. How organic social is still relevant to
overall strategy objectives
@Falcon.io @UPS
#MeasuringWhatMatters
#growwithsocial

5. KPI’s and Metrics
Let’s start from the beginning:
Engagement is the most important metric, with awareness being the most important goal.
Increasing Brand relevance and recognition =
• Impressions
• video views
• earned media reach
• NPS (Net Promoter Score)
• Sentiment.
Drive Engagement and Conversation =
• Likes
• Shares
• Engagements
• Link Clicks
• Site Visits
• Positive Brand Mentions.

6. KPI’s and
Metrics
Let’s start from the beginning:
@Falcon.io @UPS
#MeasuringWhatMatters
#growwithsocial

7. How can you
change the
perception of
your brand?
Setting the stage: From this … To this…

8. Advertising and Brand Relaunch
• Fresh perspective
• Performance Brand
• Goal: Present UPS as a younger,
more vibrant company
• Appeal to a younger small business owner
Be Unstoppable
Launch
Setting the stage:

9. The COVID-19
Pandemic
Navigating the unprecedented:
• Started to see organic metrics dramatically increase.
• We wanted to make sure to answer their q and a to keep our customers safe
• Small business customers were struggling
@Falcon.io @UPS
#MeasuringWhatMatters
#growwithsocial

10. A Drastically
Different Approach
This resulted in:
• Storytelling vs. Product Selling
• Observed the social landscape
• Researched our competitors
• We Asked: How can we truly help our customers at
a very difficult time?
We’re profiling small businesses who are responding
to the radically changing retail landscape, like Game
Set Style who transitioned their business to 100%
online in a matter of weeks. 👩💻 #SmallBizPROfiles
UPS
See How UPS Can Help
Shift your business online.
Learn More

11. Small Business
Series
A focus on:
• Came about after research and insights,
wanting to pivot to focus on small business
owners and their pain points and wins during
the Pandemic
• Were able to tell stories about the products
THROUGH the small biz lense, which is so much
more engaging and value based

12. Finding your niche
Takeaway #1:
How far can you go from your product or service and still retain
relevance, authenticity and value to your audience?
• Define and share your values
• Research and address your customers pain points
• Be authentic
• Tell your story

13. Storytelling
from a Small Biz
Perspective
• Inspirational stories from businesses that
pivoted in the pandemic
• Influencer moderator
• UPS expert
• Small biz owner
@Falcon.io @UPS
#MeasuringWhatMatters
#growwithsocial

14. (Proactively)
Steering the Conversation
Takeaway #2:
Necessary to listen, analyze and react. Risk of appearing tone deaf if content doesn’t
reflect the current reality of your community and the overall climate it’s being put out
into. Having a robust engagement/customer care social strategy has to be a high
priority for any brand—especially one that has a following.

15. Metrics Make for
Better Momentum
Mini-spotlights for better visibility
• Analyzed our metrics
• Pivoted our strategy
• Created shorter videos for more impact

16. @Falcon.io @UPS
#MeasuringWhatMatters
#growwithsocial

17. Organic Social is
(still) Relevant
Takeaway #3:
• Combine with other marketing tactics for a
comprehensive content strategy.
• Even the best ads are still ads.
• Meant to compliment your paid efforts
• It’s your testing ground for future paid
campaigns. Play and stretch your creativity!

18. Where are we
headed?
The question is:
Delivered
• SMB Spotlights series won PR News Award for
Best use of LinkedIn in the video content category
• Continued our Small Business features in 2021:
Launched the Proudly Unstoppable campaign,
which focuses on highlighting our minority-owned
small business customers.
• Expanded our small business features to include
several international customer profiles, too.

19. Where are we
headed?
The question is:
On it’s way
• Launched About.UPS.com: website houses many
of our customer stories, as well as stories about
our incredible employees How to Budget for Social
Media Marketing Efforts
• Continuing the theme of positive storytelling in
2021, we launched UPS on Tiktok.
• Seeing a continued positive trajectory in organic
stats

20. falcon.io Virtual Summit
Q&A
@Falcon.io @UPS
#MeasuringWhatMatters #growwithsocial

21. @falconIO
falcon.io events@falcon.io @falconIO
falcon.io events@falcon.io