B2B Social - 5 ingredients for making it WORK!

#1 Understanding

Undertake a thorough listening phase, it’ll save you a

lot of hard work in the long run.

1. What are your competitors doing?

2. How does your target market behave?

#2 Buy-in

Too many businesses enter the space with the attitude it won’t work or it’s a

waste of money.

This is why the listening phase should underpin everything you do....

If everyone knows exactly why you’re entering the social space and what your

goals are out of it, it’s far more likely to succeed.

A few goals to get you started:

� To personalise your company – give it a voice

� A way to show your clients that you’re still ahead of

the game

� Improve your sales cycle by becoming a point of

reference

� Turn your staff into thought leaders

#3 Resource

There needs to be resource within the business dedicated to

making social media work

� The internal marketing department

� A combination of departments / experts to make

up the voice

• Don’t pick someone too junior – they need to know

your product well.

#4 Co-operation

Agency + Agency + Agency + Agency + The The The The BBBBusiness = Success usiness = Success usiness = Success usiness = Success

(Ideas / Process) + (Knowledge) = (Ideas / Process) + (Knowledge) = (Ideas / Process) + (Knowledge) = (Ideas / Process) + (Knowledge) = SuccessSuccessSuccessSuccess

#5 Goals

Make sure you report on a monthly basis:

�What worked

�What didn’t work

�What you plan to do moving forward

Don’t just make your goals around hard targets like followers or fans.

Look for business social goals using Google Analytics for long-tail search

terms.

A few staff examples:

� Getting two people from outside the marketing team to

contribute to blog content.

� Live tweeting from an industry event

� Engaging in a LinkedIn discussion

� Use Google search term metrics

� Number of website referrals from the blog

� Number of invitations to industry events

� Number of calls / emails to your business

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