The document discusses three keys to social media success in business-to-business communications. The three keys are: 1) Create a content strategy by defining your message and choosing social media channels, 2) Share content strategically across channels, and 3) Understand and utilize specific platforms like LinkedIn and Twitter to establish expertise, build networks, and share content. Specific tips are provided for using LinkedIn and Twitter to meet goals like branding, lead generation, and business development.

1. THREE KEYS
TO SOCIAL MEDIA SUCCESS IN B2B COMMUNICATIONS

2. Jenn Quader Vice President, Client Services Brower, Miller & Cole jquader@browermillercole.com @jennquader Jenn Quader
hello!

4. 3 Things To Know About Jenn
1)Started my career as a TV journalist
2)“Big Agency” credentials
3)Hold an MA in Global Communications from the American University of Paris
hello!
Jenn Quader
Vice President, Client Services
Brower, Miller & Cole
jquader@browermillercole.com
@jennquader
Jenn Quader

5. Is Business-To-Business really a “social media” industry?

6. RELATIONSHIPS

7. Social media is all about building trust, rapport, and relationships beyond the services or products we sell.
--Social Media Examiner
“
”

8. •Increase Brand Awareness
HOW CAN SOCIAL MEDIA HELP B2B COMPANIES?

9. •Increase Brand Awareness
•Humanize the company
HOW CAN SOCIAL MEDIA HELP CRE COMPANIES?

10. •Increase Brand Awareness
•Humanize the company
•Establish Thought Leadership
HOW CAN SOCIAL MEDIA HELP CRE COMPANIES?

11. •Increase Brand Awareness
•Humanize the company
•Establish Thought Leadership
•Connect with clients, prospects and industry influencers
HOW CAN SOCIAL MEDIA HELP CRE COMPANIES?

12. The principles are the same for personal brands.

13. •Stand out in your industry
AS AN INDIVIDUAL, YOU CAN USE SOCIAL MEDIA TO:

14. •Stand out in your industry
•Demonstrate your expertise
AS AN INDIVIDUAL, YOU CAN USE SOCIAL MEDIA TO:

15. •Stand out in your industry
•Demonstrate your expertise
•Attract referrals and new clients
AS AN INDIVIDUAL, YOU CAN USE SOCIAL MEDIA TO:

16. QUICK SUCCESS STORY

17. Coy Davidson
QUICK SUCCESS STORY

18. Coy Davidson
Leasing Broker – Colliers Houston
QUICK SUCCESS STORY

19. Coy started using social media as a personal branding tool.
QUICK SUCCESS STORY

20. Coy started using social media as a personal branding tool.
QUICK SUCCESS STORY

21. Last year, Coy reported that he had more than doubled the volume of his referrals.
QUICK SUCCESS STORY

22. Real estate has always been a social business, and using the speed and reach of online social tools to expand your network will only become increasingly important.”
--Coy Davidson
Colliers Houston
“
”

23. How To Do it?

24. 1)Create a Content Strategy
2)Share Content Strategically
3)Understand (and Use) Specific Platforms
3 KEYS TO SOCIAL MEDIA SUCCESS

25. What Do I Mean By CONTENT?

27. KEY #1: Create a Content Strategy

28. Step 1: Positioning - decide on your message
CREATE A CONTENT STRATEGY

29. MEET JOE

30. •Joe is the same guy
MEET JOE

31. •Joe is the same guy
….at the gym
MEET JOE

32. •Joe is the same guy
….at the gym
….at the office
MEET JOE

33. •Joe is the same guy
….at the gym
….at the office
….on vacation
MEET JOE

34. •That means Bank of America is the same
….on its website
….on social media
….in its branches
MEET JOE

35. •That means Bank of America is the same
….on its website
….on social media
….in its branches
Be sure your personal brand has the same positioning on all channels.
MEET JOE

36. Step 1: Positioning - decide on your message
Step 2: Strategic Selection – choose your distribution tools
CREATE A CONTENT STRATEGY

37. It’s a Jungle Out There

38. KEY #2: Share Content Strategically

39. -39-
39
Your Message
Blog
LinkedIn
Twitter
Vimeo / YouTube
Emails
Website
Publicity
CONTENT 360 UTILIZATION

40. KEY #3: Use helpful tools to share content strategically

41. Two Specific Social Media Platforms

43. (Other good social media platforms to consider)

45. •More than 259 million users
•Most popular social network for professionals
•Extremely powerful as a credible and business-focused social networking tool
WHY LINKEDIN?

46. 1)Ensure your profile reflects your personal brand
2)Establish your expertise
–Post status updates
–Use Pulse to follow and comment on relevant news
3)Build your business network
–Join Groups
–Use Advanced Search to identify potential new connections
4)Nurture your business network
–Make your profile easy to find and share
–Export emails
USING LINKEDIN STRATEGICALLY

47. ENSURE YOUR PROFILE REFLECTS YOUR PERSONAL BRAND

48. 1)Professional Profile Photo
2)Complete Your Profile
3)Customize your public profile URL
–Make your profile look more professional (and easier to share)
–Instead of a URL with bunch of numbers at the end, can look like this: http://www.linkedin.com/in/jennquader.
–Customize your URL by going here and clicking Customize your public profile URL down on the right-hand side.
ENSURE YOUR PROFILE REFLECTS YOUR PERSONAL BRAND

49. ESTABLISH YOUR EXPERTISE

50. ESTABLISH YOUR EXPERTISE: POST YOUR CONTENT

51. •Keep it focused on your message
•Answer questions
•Build on other people’s content
•Don’t be boring!
STRATEGIC POSTING

52. Use Pulse to keep track of industry news
•Follow specific Influencer contributors, publishers, or topic-related channels to stay on top of news and stories in your industry
•Sign up for daily or weekly email summary notifications of Pulse news
•Sign up for instant notifications when Influencers you're following post something new
•Use all of the above as fuel for your content – comments, discussions, etc.
ESTABLISH YOUR EXPERTISE

53. Experiment with LinkedIn's publishing platform
•You don't have to be an influencer to publish a new article to LinkedIn Pulse.
•Publishing is now available to all users
•Experiment with how this feature can support your personal brand. Hubspot has a good article about how to do it here.
ESTABLISH YOUR EXPERTISE

54. BUILD YOUR BUSINESS NETWORK

55. Use Advanced Search options
•Use Advanced Search to find prospects
BUILD YOUR BUSINESS NETWORK

56. Make New Connections
•Take the time to be personal and real
BUILD YOUR BUSINESS NETWORK

61. Join Relevant Groups and Leverage Connections
•Join relevant groups to enable more messaging and profile viewership capabilities
•Group members can:
–Bypass the need to be a first-degree connection in order to message someone
–View profiles of other members of the same group without being connected
BUILD YOUR BUSINESS NETWORK

62. NURTURE YOUR BUSINESS NETWORK

63. Connect via email by exporting connections
•Under Connections in LinkedIn's top navigation, just click on Keep in Touch, click the settings gear icon on the top right, and click Export LinkedIn Connections under Advanced Settings on the right. You'll have the option of either exporting as a .CSV or .VCF file.
NURTURE YOUR BUSINESS NETWORK

64. Leverage @mentions in your status updates
•You can tag or @mention other users and companies in status updates (like Twitter and Facebook)
•If you want another LinkedIn user or company to see your status update, include the @ symbol immediately followed by the user's/company's name in your update.
•As a result, that user/company will get alerted that you mentioned them, and their name will also link to their profile/page in the status update itself.
NURTURE YOUR BUSINESS NETWORK

66. •Huge potential audience - Over 550 million registered users
•Growing in popularity - Fastest growing network with a 44% growth from 2012-2013
•It’s easy – tweet as you go
WHY TWEET?

67. •Position yourself as an expert
–Distribute LinkedIn commentary, company news, and other content.
–Share industry news and other interesting curated content
•Practice Smart Targeting
–Make a list of the people you want to meet
–Follow them, Re-Tweet them – support them
STRATEGIC TWEETING

68. •Use Hootsuite to cut through the clutter
https://hootsuite.com/
TIPS & TRICKS: TWITTER

69. •Use Hootlet to share things while you browse
https://hootsuite.com/features/extensions
TIPS & TRICKS: TWITTER

70. 1)Create a Content Strategy
–Define your message
–Choose your social media channels
2)Share Content Strategically
3)Understand (and Use) Specific Platforms
–LinkedIn
–Twitter
TO WRAP IT UP

71. -71-
71
Your Message
Blog
LinkedIn
Twitter
Vimeo / YouTube
Emails
Website
Publicity
CONTENT 360 UTILIZATION

72. Thank You.
Jenn Quader, VP, Client Services
Brower, Miller & Cole
jquader@browermillercole.com
@jennquader
Jenn Quader