Post on 17-May-2015
What Does B2B Social Media Look Like
Trish NettleshipSocial Media Lead, AT&T
Sam SovaOnline Community Manager, AT&T
The Landscape
Image source: Facebook
Icons
Image source: Twitter
I make stuff, actually I make up stuff, stories mostly, collaborations of thoughts, dreams, and actions. Thats me.
Celebs
Image source: Pepsi
Social Good
Image source: Facebook
Products
Image Source: Twitter
“AT&T told me the international plans they sold me would cover my data while I was at sea. I just received my bill. They lied.”
“I loathe AT&T right now. I do not understand why I have to cancel my account due to the fact that they suck. #attsucks”
Customer Care
In our opinion
A little self-promotion@samsova
Image source: iStockPhoto
B2B Social Media Is…
Image source: iStockPhoto
B2B Social Media Is…
Source: Meteor Solutions, Razorfish
A Big Opportunity
Lots of Traffic
•15-20% of Unique Visitors from Shared Links or “Earned” Media
Valuable Visitors
•1.5x – 4x Conversion Lift• Loyal Fans
+
ROI
• Low Acquisition Costs•Engaged and Loyal Customers
=
Building a Social Media Plan
Building a Social Media Plan
WHO: Who are you targeting?
WHAT: What goals or objectives do you want to accomplish and what are the action items?
HOW: Which social media tactics will you employ and how will you measure success?
Image source: iStockPhoto
1. Target Audience
Understanding Social Technographics
Source: Huffington Post, Edison Research
US Awareness of Twitter and Facebook
0
25
50
75
100
2008 2009 20100
25
50
75
100
2008 2009 2010
% who are aware of indicated services
Twitter Facebook
50%
75%
88%
5%
26%
87%
Image source: Getty Images, ESPN
2. Objectives/Goals
Image source: iStockPhoto
3. Strategy
Establishing a Social Foundation
Monitoring what customers and competitors are doing, and what’s being said about your brand.
LISTENING
Producing social-ready content that audiences find valuable enough to consume, use, share, aggregate, and discuss.
Launching specific efforts for defined periods of time, to achieve specific marketing and communications goals.
Establishing a platform of long-term, integrated properties in the places relevant to your audiences. Using them to engage in conversation and share content.
CONTENT CAMPAIGNS
NETWORK PRESENCE
MEASUREMENT
Identifying metrics to show success in social media initiatives.
4. Tools
Source: sethgodin.typepad.com
“Conversations among the members of your marketplace happen whether you like it or not. Good marketing encourages the right sort of conversations.”
– Seth Godin, Author, speaker, blogger
What is AT&T Doing?
Overview
Target B2B clients, prospects and influencers
Goals Increase AT&T’s authority in networking technology
Strategy Through the integration of traditional and digital marketing, influence target audience sentiment and engagement with AT&T
Tools Web, Twitter, LinkedIn, Blog, Facebook, YouTube
networkingexchangeblog.att.com
Blog
Where are Marketing Dollars going?
Contact
Trish Nettleship
Social Media Lead, AT&T Business Marketing
in: in/trishnettleship
t: @trishnet
Sam Sova
Online Community Manager, AT&T Business Marketing
in: in/samsova
t: @samsova