2. Today’s agenda
What is social media?
Why is social media relevant in B2B?
How should you engage?
Selected media: LinkedIn & Twitter
Dos and don’ts – social media guidelines
3. What is Social Media?
Definition
Social Media is the social interaction among people in which they
create, share or exchange information, ideas and
pictures/videos in virtual communities and networks (wikipedia).
It’s free & real-time. Everybody can communicate with
everybody.
Services
Facebook – 1.3 mia users globally – 3 mio in DK
LinkedIn – 300 mio profiles globally – 1.6 mio in DK
Twitter - 550 mio users globally – 260.000 in DK/10.000 each
day
Instagram – 680.000 in DK
You Tube – 2.3 mio in DK
Google+, Ello, Pinterest, Vine, Snapchat etc.
4. Why Social Media in B2B?
It is important to be where the stakeholders are.
Today this often means to be active on social media.
Social media enables you to
Listen to your stakeholders and learn more about them, their needs
and thoughts
Share your insights and help your clients
Implement new ways of initiating conversation and dialogue
Develop and strenghten relationships
Establish thought leadership – people wants to work with experts
Build credibility
Grow your brand
Learn and innovate your business
Bypass traditional media
Generate leads
Stakeholders might be clients, prospects,
partners, members, journalists, influencers,
researchers etc.
5. De forskellige tjenester – profil og udvikling i
benyttede antal timer pr. uge
30-04-2013
Side 10
4 t 45
min
5 t 15
min
1 t 13
min
1 t 23
min
2 t 25
min
2 t 31
min
2 t 16
min
2 t 38
min
2 t 55
min
Users spend more time on SoMe (2012-
2013)
6. How to engage in Social Media?
Define what your objectives for using social media are
How can social media improve your business?
Are you ready to spend the time needed? OBS! OBS!
Where are your stakeholders – on which social media?
Choose relevant media/channels and set up profiles
Listen and come to understand the culture, tone of voice and best practices
Plan your content – type of content, frequency, set up an editorial calendar and
decide who should create content, monitor and ensure feed back, track
performance and ensure maintainance (social media champion)
Add value – be relevant – ask questions
Don’t sell – inform and inspire
7. LinkedIn
Recognized as a site for professionals
Expanded CV – updates on skills, new jobs, new connections
But also sharing of content and links
News Groups
Blog-facility
Company sites and groups
”Our members are almost 50 percent more likely to buy from a
company they engage with on LinkedIn” (LinkedIn Study, 2011)
8. Join LinkedIn
Establish a profile via linkedin.com. It is
free.
Search people from your network
Invite them to join your network
Do only invite people, whom you have met
in person. They have to accept your
invitation before you can be connected
You can follow companies and open news
groups without their accept
Read updates from people in your network.
You can like or share the updates with your
own network
Write updates. If longer, you need a
landingpage = a blog or website to link to
Publish in the morning or after business
hours
9. Twitter
Micro-blog – max. 140 characters in text
260.000 DK profiles
Stakeholders on Twitter
Journalists, publishing news and asking for input
Researchers and politicians
Clients and prospects
Company profiles
Information
Customer service
10. Join Twitter
Establish a Twitter-
profile via twitter.com
It is free.
Search people, you want to
folllow. Start following
them.
Retweet posts, which are
interesting for your
followers
Start posting your own
tweets. Include link and
photo when relevant.
11. More on Twitter
Send direct messages to people,
who follow you on Twitter, without
other people knowing. Like mails.
Send direct message public – use
@username
Set up a Twitter alert for your mail
Use # (hashtags) as a category
mark. Fx #DanishFoodCluster.
Twitter is also a search engine.
Tweet and retweet when relevant –
do not spam.
12. Social media guidelines
Be transparent. Tell who you are. Include photo. No fake names.
Only tell the truth – avoid allegations that cannot be documented
Be constructive and positive
Respect confidentiality – numbers, plans, deals, products, launches
Don’t mention clients without their accept
Respect copyright and sources
When making a mistake, be the first to admit and correct it
Respond to comments as soon as possible – but take your time to
consider what is the right answer and tone of voice
Use common sense here as in all other social relations
13. Social media guidelines
Be precise – crisp and clear
Don’t use slang or expressions that only few people
understand
Be relevant – add value
Do not spam
Listen to others in a debate, before you enter
Share with your network if relevant
Dont be sales-y
Use photos when it adds value
14. How to handle negative comments
Respond quickly in public – but take some time to think
through the response
Admit that you messed up if that is the case
Share how you plan to fix problems in the future
Stay positive and assertive
Deal with details privately
15. ROI
What kind of Return of Investment can you expect?
Increased visibility
Increased interest/sympathy/respect
Strenghtening of relationships
Media coverage
Increased brand perception
Sales leads
How do you measure?
Reach: Klout score
Increased traffic at website/likes/followers
Number of media coverages and sales leads
Return of Invest – or Return of Ignoring?
16. Klout score
The Klout Score is a number between 1-100 that
represents your influence. The more influental – the
higher Klout Score (Klout)
8 networks monitored - accumulated
Measures responds, retweets, shares etc. using
advanced algorithms
17. Summary
It is important to be where the stakeholders are.
Today this often means to be active on social media.
Social media enables you to
Listen to your stakeholders and learn more about them, their needs
and thoughts
Share your insight and help your clients
Develop and strenghten relationships
Establish thought leadership – people wants to work with experts
Build credibility
Grow your brand
Learn and innovate your business
Don’t forget to connect Face2Face
18. About me
Marie-Louise Arnfast
Owner of Arnfast Communication – ml@arnfastcommunication.dk
Helping companies and organisations embrace social media
Focus on how B2B can benefit from embracing social media
Previous Communications Manager at IBM and Maersk Data