With a limited budget and so many new ways to leverage social media, how do you break through the clutter and get your message in front of the people that matter, the people that convert? In this session, we’ll explore a hyper-targeted B2B content strategy that stems from months of social listening, weekly reporting, and loads of testing. In this session you will learn: Techniques to find your target audience How to drive results with a scrappy budget How to effectively launch an employee advocacy program to drive additional site traffic and awareness When to ask for a budget increase based off clear data

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B2B Social Media Marketing
Driving results through organic, paid, and employee advocacy
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WHO
DAT?

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About MentorMate
A Complex Software Development Company
B2B COMPANY
Creating software
solutions globally for
clients since 2001.
Working with small to
large organizations.
WE CAN’T BRAG
Most of our cool projects
can’t be discussed
publicly. Everything is
custom.
SOCIAL WASN’T
WORKING
Leadership couldn’t see
the value in social -
needed a lot of
convincing.
Who wants this job!?
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The Mission
Likes/Followers Impressions Traffic/Leads
Used to be great for
reach until we
entered pay to play
A mysterious number
that sounded amazing
but meant blah
Language everyone
speaks and fills the
ROI bucket
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HOW
HOW

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Create a content
strategy centered
around THEM…
not YOU.
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EBOOKS
Define Your Content Strategy
BLOGS VIDEO
Once a quarter
Primary CTA
Trending topic
Value based
SlideShare
Once a week
Ties to CTA
Repurposed
Authored
Researched
Once a week
Ties to CTA
Trending topic
Facebook/YouTube
Humanizes brand
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Content Marketing Model
Plan Produce Publish Promote
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Leverage social listening, search
trends, market info, and your
staff to determine future
content needs
Create high quality content
that’s centered around value
while ensuring your maintain a
consistent production strategy
Keep your audience coming
back by sticking to a publishing
schedule. Weekly is usually best
for most orgs
Dedicate at least a day/week to
promote. This includes paid,
organic, and employee
advocacy
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Identify a custom
distribution model
that fits YOUR
audience.
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Distribute Like a Boss
Medium
10,000 reads &
150+ contacts
LinkedIn
4,600 visits
& 400+ contacts
Twitter
2,025 visits
& 70+ contacts
Google+
1,400 visits
& 50+ contacts
Facebook
1,100 visits
& 10+ contacts
Other Channels
2,500 visits
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Other Tools
Tons of free communities to
engage in. slofile.com is a
site to find communities
based on your interests.
slack
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Other Tools
Answer questions that tie
to your blog content. After
providing value, include
CTA link to learn more
Quora
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Other Tools
Give your employees access
to a simple tool to share
content and reach a
broader organic audience
Employee
Advocacy
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Brand Organic Reach in 2016

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Employee Advocacy Organic Reach in 2016
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Launching Employee Advocacy
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Findthe
righttool
Givefood Be
transparent

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Track everything.
Seriously…track
everything!
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24. Dark Social accounts for 70% of
social media sharing activity

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URL
Site you’re driving to
Campaign Source
Targeted social network
Campaign Medium
“Social Media”
Urchin Tracking Module
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Campaign Name
“Unique identifier description”

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REWIND

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🔑
Create a Content Strategy
Keep your audience engaged with
valuable content
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2
Distribute Content Masterfully
Combine organic, paid, and employee
advocacy for maximum results
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Track everything
Don’t allow your efforts to be filed
into “Direct” vs “Social” as a source.
Use UTM tracking

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This is the end
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@MentorMate
@iRyanPena