B2 b social media marketing 2

B2B social media
marketing
Few examples

Social media
• Facebook
• You tube
• Twitter
• Instagram
• Snapchat
• Some of them are similar to others so might to appear as extras
•

Types
• Social network
• Video chanel
• Photo sharing
• Online community
• Nische content

Newspapers OnlineNewspapers Online

MGC Hayles Social Media Presentation
by Ann Goodwin
Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk
10
Social Media Success
SHARESHARE
StrategyStrategy
HearHear
ActAct
ReviewReview
EngageEngage

Internet Radio Stations
• http://www.internet-radio.com/
• http://en.wikipedia.org/wiki/List_of_Internet_radio_stations
• http://www.rad.io/station
• http://www.telegraph.co.uk/culture/tvandradio/10409420/The-best-internet-radio-stations.html
• http://netforbeginners.about.com/od/multimedia/tp/The-Best-Internet-Radio-Stations.htm
• http://radio-locator.com/
• http://www.1.fm/stations
• http://www.vtuner.com/
• http://www.mikesradioworld.com/
• http://www.netradiolist.com/
• http://www.windowsmedia.com/radioui/home.aspx
•
•

Balance SheetBalance Sheet
Internet Marketing CampaignInternet Marketing Campaign

Content Strategy
• There are 7 types of content posts that we recommend.
• We will choose what we feel works the best for your book according to its genre.
• 1) Images
• 2) Text
• 3) Videos
• 4) Other people/pages content
• 5) Website/Blog Posts
• 6) Event Updates
• 7) Contests/Sweepstakes
• Best Practices we follow
• Visual updates are preferable to textual/video/link updates.
• We find that the best time to tweet is any time between 1pm-3pm from Monday to Thursday and avoid posting
after 8pm any day as well as tweeting after Friday at 3pm.
• We ensure that your content has class meaning your network shouldn’t be embarrassed to share it.
• Facebook is a peer-to-peer network whereas Twitter is a leader-follower conversation based network. We take
time to understand how best to optimise what each of these platforms has to offer before we begin sharing
content.

by Ann Goodwin
14
Social Media
• Changing the way businesses build relationships online
• It is easier than ever to target customers
– create a community around your brand
– converse online
– allowing customers to build a relationship with the brand

by Ann Goodwin
15
Benefits and opportunities
• See what people are talking about
• Develop new products/services
• Communicate
• Promote
• Highlight qualification benefits
• An early warning system
• Up to date and transparent
• Develop partnerships
• Not a direct selling tool

by Ann Goodwin
16
How to maximise social media
opportunities
• Develop a social media plan
• Branding
• Content
• Management
– Roles and
responsibilities
– Training needs
• Planning
• Monitor
• Social Media tools
• Risk Management
• Employee guidelines
• Negative comments
• Legal Implications
• Link building activity
• Implementing the plan

17
‘Five Don’ts’
1. Don’t just talk – listen, interact
2. Don’t be boring – share interesting images, videos, content (can be industry
relevant or not – provokes interaction)
3. Don’t be sporadic - barraging people with content, then ignoring it for weeks or
months at a time.
4. Don’t talk like a robot – this is a chance to promote the ‘human’ aspect of your
company which people can relate to and interact with
5. Don’t assume they will come to you – be proactive, find people in your industry and
communicate with them

Evaluate Social Media Campaign By
Measuring ROI
Use analytics and metrics to measure ROI. This can be
accomplished by analyzing:
REACH
# users reached, # visits, # unique visitors, # page
views, content viewed.
ENGAGEMENT
Time spent on site, repeat visits, Twitter followers,
Facebook fan page adds, registrations, contest entries,
reviews, downloads, viral forwards.

The term social media is usually
used to describe social networking
sites such as• Facebook – an online social networking site that allows users to
create their personal profiles, share photos and videos, and
communicate with other users
• Twitter – an internet service that allows users to post "tweets" for
their followers to see updates in real-time
• LinkedIn – a networking website for the business community that
allows users to create professional profiles, post resumes, and
communicate with other professionals and job-seekers.
• Pinterest – an online community that allows users to display photos
of items found on the web by "pinning" them and sharing ideas
with others.
• Snapchat – an app for mobile devices that allows users to send and
share photos of themselves doing their daily activities

Business potential
• Marketing research: Mobile social media applications offer data about offline consumer movements at a level of detail heretofore
limited to online companies. Any firm can know the exact time at which a customer entered one of its outlets, as well as know the
social media comments made during the visit.
• Communication: Mobile social media communication takes two forms: company-to-consumer (in which a company may establish a
connection to a consumer based on its location and provide reviews about locations nearby) and user-generated content. For
example, McDonald's offered $5 and $10 gift-cards to 100 users randomly selected among those checking in at one of its
restaurants. This promotion increased check-ins by 33% (from 2,146 to 2,865), resulted in over 50 articles and blog posts, and
prompted several hundred thousand news feeds and Twitter messages.
• Sales promotions and discounts: Although customers have had to use printed coupons in the past, mobile social media allows
companies to tailor promotions to specific users at specific times. For example, when launching its California-Cancun service, Virgin
America offered users who checked in through Loopt at one of three designated Border trucks in San Francisco and Los Angeles
between 11 a.m. and 3 p.m. on August 31, 2010, two tacos for $1 and two flights to Mexico for the price of one. This special
promotion was only available to people who were at a certain location and at a certain time.
• Relationship development and loyalty programs: In order to increase long-term relationships with customers, companies can develop
loyalty programs that allow customers who check-in via social media regularly at a location to earn discounts or perks. For
example, American Eagle Outfitters remunerates such customers with a tiered 10%, 15%, or 20% discount on their total purchase.
• e-Commerce: Social media sites are increasingly implementing marketing-friendly strategies, creating platforms that are mutually
beneficial for users, businesses, and the networks themselves in the popularity and accessibility of e-commerce, or online
purchases. The user who posts her or his comments about a company's product or service benefits because they are able to share
their views with their online friends and acquaintances. The company benefits because it obtains insight (positive or negative)
about how their product or service is viewed by consumers. Mobile social media applications such as Amazon.com and Pinterest
have started to influence an upward trend in the popularity and accessibility of e-commerce, or online purchases.
• Marketing research: Mobile social media applications offer data about offline consumer movements at a level of detail heretofore
limited to online companies. Any firm can know the exact time at which a customer entered one of its outlets, as well as know the
social media comments made during the visit.
• Communication: Mobile social media communication takes two forms: company-to-consumer (in which a company may establish a
connection to a consumer based on its location and provide reviews about locations nearby) and user-generated content. For
example, McDonald's offered $5 and $10 gift-cards to 100 users randomly selected among those checking in at one of its
restaurants. This promotion increased check-ins by 33% (from 2,146 to 2,865), resulted in over 50 articles and blog posts, and
prompted several hundred thousand news feeds and Twitter messages.
• Sales promotions and discounts: Although customers have had to use printed coupons in the past, mobile social media allows
companies to tailor promotions to specific users at specific times. For example, when launching its California-Cancun service, Virgin
America offered users who checked in through Loopt at one of three designated Border trucks in San Francisco and Los Angeles
between 11 a.m. and 3 p.m. on August 31, 2010, two tacos for $1 and two flights to Mexico for the price of one. This special
promotion was only available to people who were at a certain location and at a certain time.
• Relationship development and loyalty programs: In order to increase long-term relationships with customers, companies can develop
loyalty programs that allow customers who check-in via social media regularly at a location to earn discounts or perks. For
example, American Eagle Outfitters remunerates such customers with a tiered 10%, 15%, or 20% discount on their total purchase.
• e-Commerce: Social media sites are increasingly implementing marketing-friendly strategies, creating platforms that are mutually
beneficial for users, businesses, and the networks themselves in the popularity and accessibility of e-commerce, or online
purchases. The user who posts her or his comments about a company's product or service benefits because they are able to share
their views with their online friends and acquaintances. The company benefits because it obtains insight (positive or negative)
about how their product or service is viewed by consumers. Mobile social media applications such as Amazon.com and Pinterest
have started to influence an upward trend in the popularity and accessibility of e-commerce, or online purchases.

One characteristic shared by both social and industrial
media is the capability to reach small or large audiences; for
example, either a blog post or a television show may reach
no people or millions of people. Some of the properties that
help describe the differences between social and industrial
media are• Quality: In industrial (traditional) publishing—mediated by a publisher—the typical
range of quality is substantially narrower (skewing to the high quality side) than in
niche, unmediated markets like user-generated social media posts. The main
challenge posed by content in social media sites is the fact that the distribution of
quality has high variance: from very high-quality items to low-quality, sometimes
even abusive or inappropriate content.[9]
• Reach: Both industrial and social media technologies provide scale and are capable of
reaching a global audience. Industrial media, however, typically use a centralized
framework for organization, production, and dissemination, whereas social media
are by their very nature more decentralized, less hierarchical, and distinguished by
multiple points of production and utility.
• Frequency: The number of times users access a type of media per day. Heavy social
media users, such as young people, check their social media account numerous
times throughout the day.

• Accessibility: The means of production for industrial media are typically government or corporate
(privately owned); social media tools are generally available to the public at little or no cost, or they are
supported by advertising revenue. While social media tools are available to anyone with access to
Internet and a computer or mobile device, due to the digital divide, the poorest segment of the
population lacks access to the Internet and computer. Low-income people may have more access to
traditional media (TV, radio, etc.), as an inexpensive TV and aerial or radio costs much less than an
inexpensive computer or mobile device. Moreover, in many regions, TV or radio owners can tune into
free over the air programming; computer or mobile device owners need Internet access to go on social
media sites.
• Usability: Industrial media production typically requires specialized skills and training. For example, in the
1970s, to record a pop song, an aspiring singer would have to rent time in an expensive professional
recording studio and hire an audio engineer. Conversely, most social media activities, such as posting a
video of oneself singing a song require only modest reinterpretation of existing skills (assuming a
person understands Web 2.0 technologies); in theory, anyone with access to the Internet can operate
the means of social media production, and post digital pictures, videos or text online.
• Immediacy: The time lag between communications produced by industrial media can be long (days,
weeks, or even months, by the time the content has been reviewed by various editors and fact
checkers) compared to social media (which can be capable of virtually instantaneous responses). The
immediacy of social media can be seen as a strength, in that it enables regular people to instantly
communicate their opinions and information. At the same time, the immediacy of social media can also
be seen as a weakness, as the lack of fact checking and editorial "gatekeepers" facilitates the
circulation of hoaxes and fake news.
• Permanence: Industrial media, once created, cannot be altered (e.g., once a magazine article or paper
book is printed and distributed, changes cannot be made to that same article in that print run) whereas
social media posts can be altered almost instantaneously, when the user decides to edit their post or
due to comments from other readers

Social Media Strategy Summary
Develop online presence and digital footprint.
Create networks, build relationships, trust, and
confidence.
Nurture and maintain relationships.
Start a conversation and keep it going.
Listen to your audience and acknowledge their
concerns and praise.
Continually monitor and update your social sites.
Continually analyze ROI.
Experiment and learn from your mistakes.

Most popular services
• Facebook: 1,968,000,000 users
• WhatsApp: 1,200,000,000 users
• YouTube: 1,000,000,000 users
• Facebook Messenger:
1,000,000,000 users
• WeChat: 889,000,000 users
• QQ: 868,000,000 users
• Instagram: 600,000,000 users
• QZone: 595,000,000 users
• Tumblr: 550,000,000 users
•
• Twitter: 319,000,000 users
• Sina Weibo: 313,000,000 users
• Baidu Tieba: 300,000,000
users
• Snapchat: 300,000,000 users
• Skype: 300,000,000 users
• Viber: 260,000,000 users
• Line: 220,000,000 users
• Pinterest 150,000,000 users
•

Twitter Strategies:
• Follow people and build your network of followers.
• Generate interesting and relevant content to keep your followers
engaged.
• Send a few tweets out every day to keep your audience informed.
• Follow and monitor your competition.
• Retweet other people’s messages, and they will often return the
favor.

• Even followers with small influence get retweets and responses. The
brand’s voice is
• down-to-earth and (at times) hilarious.
• Events and promotions get great visibility.
• Hashtags, especially trending topics, ensure even
• non-followers can find the brand’s tweets.

SOCIAL MEDIA LANDSCAPE 2013
Twitter Sharing
Twitter
Hashtag

Twitter Sharing
Twitter Advertising
Twitter

Twitter
Customer Communication
Brand exposure
Traffic to sites
SEO
Good
Good
Good
Satisfactory

Facebook
Company Figures (Source: Facebook Press Room)
More than 350 million active users
50% of our active users log on to Facebook in any given day
More than 35 million users update their status each day
More than 55 million status updates posted each day
More than 2.5 billion photos uploaded to the site each month
More than 3.5 billion pieces of content (web links, news stories,
blog posts, notes, photo albums, etc.) shared each week
More than 3.5 million events created each month
More than 1.6 million active Pages on Facebook
More than 700,000 local businesses have active Pages on
Facebook
Pages have created more than 5.3 billion fans

Facebook Strategies:
Create a business fan page and invite people to
become fans.
Continually post information and interesting
content relating to your products or services
Have your tweets feed into your Facebook wall.
Provide links to your company website and Twitter
ID.
Insert Facebook badges on your company website
and encourage visitors to become a fan and follow
you on Facebook.
Promote page with Facebook Ads.

Facebook
Build Facebook Fanpage

Facebook
Connect with people
Create Facebook Ads
Run Ads
Measure Ads’
performances
Objectives
Audiences
Campaign, pricing, scheduling

Facebook
Connect with people
Engage fans with quality contents
o Make sure the posts are relevant to your
audience and business
o Be succinct, friendly and conversational
o Share photos and videos because they
tend to be more engaging
o Ask questions or seek input
o Give access to exclusive information and
specials
o Be timely by posting about current events,
holidays or news
Post quality content regularly

Facebook
Connect with people
Engage fans with quality contents
Influnce friends of fans
o Encourage people to interact with your
business (the power of WOM) through
events, questions, check-in suggestion,
exclusive sharing...
o Expand reach to friends of fans by
sponsoring the posts/stories.
o Measure the result: Page Insights, Ads
Manager,...
The art of spreading

Facebook
Brand exposure
Traffic to sites
SEO
Good
Good
Good
Satisfactory

YouTube and Vimeo
• Enable video embedding.
• Make sure embedding is enabled, allowing other users to post your
videos to their websites.
• Mix professional and homegrown videos.
• Just because you don’t always have a professional videographer at
your disposal doesn’t mean you can’t
• make great videos. Showcase professional videos alongside
homegrown ones to help humanize your brand.
• Show, don’t tell.
• Demonstrating your products or services in action is a much more
• effective way to create compelling videos than talking about what
you do.
• Keep it short.
• Your audience’s attention span can be measured in seconds,
• even for video content. Keep your content short — less than a
minute long,
• if possible — to deliver a succinct message.
• Think compilations, not long shots.
• If you do create long-form video, give your audience little snippets
of
• content that piece together a coherent narrative. Developing a
video
• with a single shot (like a speaker presenting for five minutes)
• can easily fatigue your audience.

Who Uses YouTube?
• 61%-of B2B Marketers
• 65%- of B2C Markets

Youtube
Getting a Youtube channel
Video
Channel
Design
DialougeManaging your videos
Subcribe and comment
Add Annotations to videos
Write captions
Keep setting social

Youtube
Brand exposure
Traffic to sites
SEO
Good
Good
Good
Satisfactory

Youtube
Getting a Youtube channel
Promote beyond Youtube
Embed on websites
Managing your videos
Promoting your business
Via Email and Social Media
Send to blogs or other sites
Adwords for videos
(Video Ads)

Who Uses Vimeo?
• 12%-of B2B markets
• 12%-of B2C markets

Who uses YouTube and Vimeo well?
• Major insurance brand Allstate maintains a fully branded YouTube
channel that capitalizes on the brand’s
• multiple video campaigns.
• Quick videos that show, instead of just telling, have contributed to
more than 26 million views.
• Videos range from professionally shot commercials (Mayhem
campaign) to homegrown
• compilations

Google+
• Offer a healthy mix of content media.
• Google+ gives you the ability to create an eye-catching page experience. Take advantage of it by posting
• more than just links and text. Mix in a variety of photos, videos, and infographics for a healthy-looking page.
• (Hear from the author of Google+ for Dummies.)
• Symbols like # and + are your friends.
• Hashtags help your posts get discovered through search, while using the + feature gets the attention of
• individuals and brands. Finding ways to use these tools helps your audience find you.
• Share individual content from your staff.
• Highlight personalities by pulling in posts from individual staff members
• to create a social-friendly and personalized experience.
• Get more mileage from archived content.
• Just because content is old doesn’t mean it’s outdated. In addition to
• brand new content, share old and archived content that may be trending
• or relevant to a timely topic.
• Use longer-form content for commentary.
• Experiment with expanded posts that feel like mini blog posts. You may want to do this when you’re sharing
• third-party content that could benefit from your spin.

Who Uses Google+?

Who uses Google+ well?
• Computer hardware brand Dell produces a solid mix of content
including videos, pictures, and infographics
• with corresponding copy.
• Consistent updates include at least a few tags to enhance
searchability.
• Long-form text helps put rich media in perspective by offering some
background and commentary

Google +
Get started
Create a G+ page
Link G+ page with Adwords

Google +
Get started
Get the +1 button on your sites
Inspire visitors to recommend and
share your contents with +1 on your
site
Get found
(The power of recommendation)
a website which gets more + 1 votes via search
engine or Google Plus will rank higher in search
result

Google +
Get started
Promote G+ page on your site
Broadcast your brand by beautiful
contents
Get found
Stay connected
convert your website traffic to followers and
increase brand engagement across Google by
adding G+ badge
Google Hangouts On Air
Live broadcast on G+ to
connect closely with customers

Google +
Brand exposure
Traffic to sites
SEO
Good
Good
Good
Satisfactory

Instagram and Flickr
• Post images that accompany your content with a link to the piece.
• Coupling images with blog or other website content adds a call to action to your visual stimuli. In this way,
• picture sharing sites become viable arrows back to your content.
• Share unique behind-the-scenes and personal content.
• Get personal with your audience; give followers an insider view of the inner
• workings of your organization. A “behind-the-scenes” feel comes with an
• exclusivity factor.
• Tie promotions to images.
• Add promotions to visual content to help with engagement and conversions,
• and create a call to action that leads followers toward more content.
• Turn followers into sources of content.
• Ask your followers for pictures that represent your brand, and reward the best
• contributors with recognition. Offer them a sense of ownership to strengthen
• the relationship.
• Offer high-quality peripheral content.
• Even if a topic isn’t directly related to your product, service, or brand, if your audience finds it interesting,
• it’s worth sharing. Because Instagram and Flickr are picture-driven, they can open up a whole world of visual
• possibilities.

Who Uses Instagram?
• 12%-fo B2C markets

Who Uses Flickr?

Who uses Instagram and Flickr well?
• With around 450,000 followers, Red Bull takes advantage of its
extreme sports sponsorships to keep
• followers engaged.
• Red Bull posts visually stimulating pictures of skaters, snowboarders,
and other athletes,
• reinforcing its brand with the occasional can of Red Bull.
• Hashtags like #givesyouwings are frequently coupled with pictures for
better visibility and
• trending opportunities.

>><<
Copyright 2012 Paul SillersCopyright 2012 Paul SillersCopyright 2012 Paul SillersCopyright 2012 Paul Sillers
Slide 03/14Slide 03/14Slide 03/14Slide 03/14
What's different about this social media channel?What's different about this social media channel?
Instagram went from start up to exit in 17 months and was bought by
Facebook for approximately 1 billion dollars.
It has acquired 100 million registered users in the space of two years. It
took eBay 17 years to reach that many people.
The highest followings are for celebrities in the entertainment, music
and sports industries and B2C.
But could Instagram be effective as a business to business platform
also? Here are some examples of B2B players gaining traction with
Instagram followings:
Instagram went from start up to exit in 17 months and was bought by
Facebook for approximately 1 billion dollars.
It has acquired 100 million registered users in the space of two years. It
took eBay 17 years to reach that many people.
The highest followings are for celebrities in the entertainment, music
and sports industries and B2C.
But could Instagram be effective as a business to business platform
also? Here are some examples of B2B players gaining traction with
Instagram followings:
Is the next big thing in B2B?Is the next big thing in B2B?Is the next big thing in B2B?Is the next big thing in B2B?

>><<
How manyHow many
InstagramInstagram
photos havephotos have
been postedbeen posted
on theon the
account.account.
How manyHow many
InstagramInstagram
photos havephotos have
been postedbeen posted
on theon the
account.account.
AccountAccount
holder imageholder image
and textand text
profile.profile.
CompaniesCompanies
tend to applytend to apply
their corporatetheir corporate
logos here.logos here.
AccountAccount
holder imageholder image
and textand text
profile.profile.
CompaniesCompanies
tend to applytend to apply
their corporatetheir corporate
logos here.logos here.
A global map with geo-location dataA global map with geo-location data
relating to the image.relating to the image.
A global map with geo-location dataA global map with geo-location data
relating to the image.relating to the image.
How many people the account holderHow many people the account holder
is following.is following.
How many people the account holderHow many people the account holder
is following.is following.
Block user or report spam.Block user or report spam.Block user or report spam.Block user or report spam.
Basic functionality of the
Instagram interface.
Basic functionality of the
Instagram interface.
How many people are following theHow many people are following the
account holder.account holder.
How many people are following theHow many people are following the
account holder.account holder.

>><<
5 most common B2B approaches to Instagram content5 most common B2B approaches to Instagram content
Conspicuous product
placement.
Conspicuous product
placement.
Understated product
placement.
Understated product
placement. Event coverageEvent coverage
Behind the scenes.Behind the scenes. Human interest
photo.
Human interest
photo.
Explicit focus onExplicit focus on
companycompany
products andproducts and
corporate identity.corporate identity.
Explicit focus onExplicit focus on
companycompany
products andproducts and
corporate identity.corporate identity.
Placement ofPlacement of
product withoutproduct without
specific brandingspecific branding
reference.reference.
Placement ofPlacement of
product withoutproduct without
specific brandingspecific branding
reference.reference.
Coverage ofCoverage of
conferences,conferences,
media andmedia and
networkingnetworking
events.events.
Coverage ofCoverage of
conferences,conferences,
media andmedia and
networkingnetworking
events.events.
Informal andInformal and
spontaneousspontaneous
photos of peoplephotos of people
in informal mode.in informal mode.
Informal andInformal and
spontaneousspontaneous
photos of peoplephotos of people
in informal mode.in informal mode.
Casual depictionCasual depiction
of companyof company
personnel inpersonnel in
unstagedunstaged
situations.situations.
Casual depictionCasual depiction
of companyof company
personnel inpersonnel in
unstagedunstaged
situations.situations.

>><<
The top 10
brands and their
Instagram
following.
The top 10
brands and their
Instagram
following.
Notes:Notes:
Top 10 brands as defined byTop 10 brands as defined by
Interbrand.Interbrand.
Stats recorded 30 OctoberStats recorded 30 October
2012.2012.
Some brands have InstagramSome brands have Instagram
accounts but have posted fewaccounts but have posted few
or even no photos.or even no photos.
Notes:Notes:
Top 10 brands as defined byTop 10 brands as defined by
Interbrand.Interbrand.
Stats recorded 30 OctoberStats recorded 30 October
2012.2012.
Some brands have InstagramSome brands have Instagram
accounts but have posted fewaccounts but have posted few
or even no photos.or even no photos.
followers
followers
photos.
photos.

>><<
Notable B2B Instagramers:Notable B2B Instagramers:
GE's Instagram content has
a strong focus on technology
developments,
complemented with detailed
commentary in non-scientific
language.
Carefully considered,
detailed snapshots with
evocative photography have
elevated GE's Instagram
following to over 137,000.
GE's Instagram content has
a strong focus on technology
developments,
complemented with detailed
commentary in non-scientific
language.
Carefully considered,
detailed snapshots with
evocative photography have
elevated GE's Instagram
following to over 137,000.
General ElectricGeneral Electric

>><<
Deloitte Digital's Instagram
account is filled with light-
hearted snaps of
personnel in informal
settings.
The company's "Impact
Day" - Deloitte's
celebration of commitment
to community investment -
is recorded in their
Instagram account.
Deloitte Digital's Instagram
account is filled with light-
hearted snaps of
personnel in informal
settings.
The company's "Impact
Day" - Deloitte's
celebration of commitment
to community investment -
is recorded in their
Instagram account.
Deloitte DigitalDeloitte Digital

>><<
Caterpillar stradles the
unlikely bed-fellows of heavy
construction equipment with
fashion brand.
Their Instagram account
focuses more on the former
category.
Caterpillar stradles the
unlikely bed-fellows of heavy
construction equipment with
fashion brand.
Their Instagram account
focuses more on the former
category.
Marcosa S/A
Caterpillar Nordeste
Marcosa S/A
Caterpillar Nordeste

>><<
Proponents of Inbound
Marketing, software
specialists Hubspot's raison
d'etre is the creation of
social media content to
attract interest.
A recent Inbound
Conference in Boston,
hosted at the Hynes
Convention Centre is
documented extensively on
Instagram.
Proponents of Inbound
Marketing, software
specialists Hubspot's raison
d'etre is the creation of
social media content to
attract interest.
A recent Inbound
Conference in Boston,
hosted at the Hynes
Convention Centre is
documented extensively on
Instagram.
HubspotHubspot

>><<
Notable B2B Instagramers:Notable B2B Instagramers: AdobeAdobe
Adobe, the dominant global
force in digital marketing and
digital media solutions, uses
Instagram to promote its
Creative Cloud - Adobe's
cloud-based digital creative
tools service - as well as
coverage of CS6, the latest
incarnation of their Creative
Suite.
Adobe, the dominant global
force in digital marketing and
digital media solutions, uses
Instagram to promote its
Creative Cloud - Adobe's
cloud-based digital creative
tools service - as well as
coverage of CS6, the latest
incarnation of their Creative
Suite.

>><<
Danish business
conglomerate's global
container division Maersk
Line, part of the A.P. Moller
– Maersk Group has a
strong social media focus in
its corp comms to the extent
that Maersk's CEO has a
framed Instagram wall in his
office, packed with
Instagram images of the
company's products and
activities.
Danish business
conglomerate's global
container division Maersk
Line, part of the A.P. Moller
– Maersk Group has a
strong social media focus in
its corp comms to the extent
that Maersk's CEO has a
framed Instagram wall in his
office, packed with
Instagram images of the
company's products and
activities.
Maersk LineMaersk Line

>><<
SummarySummary
Recent early studies suggest that visual content is more
memorable and promotes brand engagement in a more
compelling way compared to text only micro-blogging:
One study by Comscore states that Instagram has 7.3 million
daily users in the U.S., compared to 6.9 million on Twitter.
As a B2B communications tool Instagram offers the brevity
and spontaneity of instant text messaging but with the added
advantage of visual - and therefore more memorable and
evocative - content.
Recent early studies suggest that visual content is more
memorable and promotes brand engagement in a more
compelling way compared to text only micro-blogging:
One study by Comscore states that Instagram has 7.3 million
daily users in the U.S., compared to 6.9 million on Twitter.
As a B2B communications tool Instagram offers the brevity
and spontaneity of instant text messaging but with the added
advantage of visual - and therefore more memorable and
evocative - content.

ABOUT
SNAPCHAT• Launched in Sept. 2011
(originally called Picaboo)
• Developed by Stanford
students Evan Spiegel,
Bobby Murphy and
Reggie Brown
• Estimated 100 million
active users as of Aug. 2014
• 70 percent of college
students report posting
once/day*
• Spiegel said in 2013 that
70% of users were women**

Why you won’t
like snapchat
• No special tools for
storytelling (have to
create
in real time, and you have
to create in the app)
• (Some people create
elsewhere and take a
photo)
• Little/no analytics (not
even followers!)
• It confuses new users
• Lazy efforts don’t work -
you have to be creative

• Tell stories
• Use all the tools (text, video,
emojis,
drawing)
• Keep Snaps short (1-2 seconds can
be OK)
• You’ll get a lot of views while
you’re still
creating. Just roll with it, and
don’t rush.
• It’s OK to take Snaps of your screen. >
• Include other people in your
stories as a
way to spread the word.

snapchat
• You can create a story even a mowie but content getting mostly to
yong people unless connected platform (TV station) going to si in
you innowation or opportunity to advert at tv station
• Is not good for B2B, Is wery good for B2C, it depend on mennaging
content as well as audience

SlideShare-is an example of nische content media which I used to search
for info mostly
• LinkedIn SlideShare is a Web 2.0–based slide hosting service. Users can upload files
privately or publicly in the following file formats: PowerPoint, PDF, Keynote or
OpenDocument presentations. Slide decks can then be viewed on the site itself, on
hand held devices or embedded on other sites.[2] Launched on October 4, 2006, the
website is considered to be similar to YouTube, but for slideshows. It was acquired by
LinkedIn in 2012.[3]The website was originally meant to be used for businesses to share
slides among employees more easily, but it also has expanded to become a host of a
large number of slides that are uploaded merely to entertain.[4]Although the website is
primarily a slide hosting service, it also supports documents, PDFs, videos and
webinars.[5] SlideShare also provides users the ability to rate, comment on, and share
the uploaded content.
• The website gets an estimated 70 million unique visitors a month,[6] and has about 38
million registered users.[citation needed] SlideShare's biggest competitors include Scribd.com,
Issuu and edocr. Some of the notable users of SlideShare include The White House,
NASA, World Economic Forum, State of Utah, O'Reilly Media, Hewlett Packard and IBM
•

You can use SlideShare for many
purposes. For instance, you can:
• Get traffic
• Rank better on Google
• Grow your followers
• Get email subscribers
• Build your brand
• Create your own uses
• If you use SlideShare in the right way, you’ll find it’s a very powerful
tool. Let’s into how you can take full advantage of this amazing
website…
•

The Marketer’s Guide To SlideShare
• I want to show you a big opportunity that leads to other big opportunities.
This “opportunity” gets 60 millions visitors per month and has an Alexa
Rank of 174. You don’t want to miss out on it, do you?
• The good news is that you can handle this. I’m not talking about writing an
article for the New York Times. And, so far, there isn’t very much
competition to face while taking advantage of this opportunity.
• I’m talking about “The Quiet Giant of Content Marketing,” also known as
SlideShare (a social media website where you can upload your
presentations and show them to the world). SlideShare’s features make
it the ideal tool to grow your business. It’s a crowded site with a highly
targeted audience and low competition.

Work on Your Content
• Show something shocking
• Explain useful information
• Evoke emotions
• Construct a Clear and Linear
Structure
• Create Marvelous Slides
• Share it on Facebook
• Share it on Twitter
• Share it on LinkedIn
•
• Share it on Pinterest
• Share it on Your Blog
• You can use SlideShare to make
sure people know your brand
• 85% of Marketers Fail to Reach SlideSha
• How to Optimize Your SlideShare Presen
•

B2 b social media marketing 2

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