Rock your B2B Social Business Strategy
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Transcript of Rock your B2B Social Business Strategy
Jennifer Zick | Senior Director of Marketing | Magnet 360
COVER PAGE
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KIND OF A BIG DEAL…
“Official Green Jacket Sponsor”Zick Open Golf Tournament
Where handicaps are unlimitedand hackers can be Champions.
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ZICK TERRITORY
Redwood Falls
MilroyLucan
Tracy
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WHEN I’M NOT IN MILROY…
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WHEN I’M NOT IN MILROY…
WHY B2B SOCIAL?Raise your hand if…
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ON THE AGENDA
• Critical Gap & Opportunity• Magnet 360 – B2B Social Case Study• Lessons Learned on the Journey• Q&A
B2B SOCIAL:THE CRITICAL GAP
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THE CONTINUUM OF SOCIAL BUY-IN
Understand the ImportanceUnderstand the Value
CRITICAL GAP
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COMMON EXCUSES (IMPORTANCE)
• We don’t do or sell anything exciting.• Our customers don’t use social media.• Our competitors don’t use social media.• Our executives aren’t asking for social.• Our company is in a highly regulated industry.• We don’t have time for social media.• We tried it once and had no ROI.• We really don’t have any clue what we’re doing
when it comes to social media.
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COMMON CHALLENGE (VALUE)
ROI
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SOCIAL OPPORTUNITY
• Establish trust.• Build relationships.• Demonstrate competence.• Teach.• Learn.• Make friends.• Find partners.
- Social Media Today
All critical activities for B2B lead generation and selling.
MAGNET 360A B2B SOCIAL CASE STUDY
OUR MANTRA
DEEP EXPERTISE
S A L E S F O R C E E X P E R T I S E
/// Partner Since 2004
/// 1,500 + Platform Projects
/// 95 Certifications
/// 8.9 Customer Satisfaction Score
C L I E N T T R U S T E A R N E D E V E RY D AY
WHO WE ARE
/ / / CLIENT TRUST EARNED EVERYDAY/// CONSTANT EVOLUTION/// RESPONDING WITH URGENCY
/// COLLABORATION/// SHARED OWNERSHIP/// ROCKIN
MINNEAPOLIS | NEW YORKCHICAGO | SAN FRANCISCO
95+ EMPLOYEES
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OUR SOCIAL JOURNEY
1 PLATFORMS
2 PRODUCTION TEAM
3 CONTENT
4 EMPLOYEE SUPPORT
5 EXEC ALIGNMENT
6 PROVING VALUE
1. PLATFORMS
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DEFINING THE MIX
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DEFINING THE MIX
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DEFINING THE MIX
Source: 2013 B2B Small Business Content Marketing Trends – North America: Content Marketing Institute/Outbrain
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THE BIG FIVE FOR B2B
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4X BETTER B2B LEAD CONVERSION
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TOP IN B2B CUSTOMER ACQUISITION
B2B Companies who Acquired a Customer Through This Channel
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USE TWITTER, GET 2X MORE LEADS
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TWITTER > FACEBOOK FOR LEADS
Source: Optify 2012 B2B Marketing Benchmark Report
Facebook drives traffic, but Twitter outperforms in lead conversion by > 9:1.
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FACEBOOK = WHERE THE PEOPLE ARE
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WHERE THE PEOPLE’S FRIENDS ARE
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VALUE OF GOOGLE+
Source: Crimson-Consulting.com
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GROWTH OF GOOGLE+
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GOOGLE+ RISING SUPERSTAR
Google+ is the next HUGE thing for B2B social marketing. #smrockstarevent
Here’s a sweet tweet…Source: CompeteJanuary, 2013
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SET TO SURPASS FACEBOOK BY 2016
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VALUE OF YOUTUBE
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VALUE OF YOUTUBE
Source: Forbes
2. PRODUCTION TEAM
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LET’S BE HONEST…THIS ISN’T EASY.
3. CONTENT
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MAGNET 360 CONTENT EVOLUTION
CONTENT
PUBLISHINGTOOL SET
METRICS
APR 2012 SEP 2013 2014JAN 2013
White PapersEventsNewsPhotos
Website
None
Cultural ContentCurated ContentEmployee Blogs
BlogEloqua (limited)TwitterFacebookLinkedIn
General Engagement Trends
VideoInfographicsLive TweetingPresentationsExecutive BlogsCase Studies
MarketoYouTubePinterestSlideshareGoogle+VineInstagram
Individual Activities
Content Performance by Piece
WebinarsCustomer Stories
ForumsCommunitiesThird Party Blogs
Campaign Content Performance
Leads to Revenue
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CONTENT PLANNING & PRIORITIZATION
Corporate Business Plan
Annual Marketing Plan
• Whitepaper• Related Blogs / Videos / Infographics / Social Posts• Related Content Curated from Other Sources• Related Events (hosted, sponsored, attending, speaking)
Monthly Content Plan (Proactive)
• Breaking News / Press Releases / Awards• Changing Market Dynamics / Our Perspective• Other Events
Opportunistic Content (Reactive)
• Culture, Community, Humor etc.
Personality / Filler Content
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HOW WE COLLABORATE
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PAPER. SOMETIMES IT WORKS BEST.
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WE STARTED WITH CATS + CULTURE
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WE ADDED A LITTLE CHARACTER
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WE MADE CONNECTIONS
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WE TOOK MORE PHOTOS
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WE USED OUR OWN MODELS
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WE HAD WAAAAY TOO MUCH FUN
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WE PULLED IT ALL TOGETHER
4. EMPLOYEE SUPPORT
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WE INVITED THOUGHT LEADERSHIP
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WE INVITED THEM TO LEARN WITH US
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WE INVITED THEM TO JOIN OUR TEAM
5. EXEC ALIGNMENT
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FUNNY THING ABOUT LEADERS…
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THE KEY TO EXECUTIVE ENGAGEMENT
6. PROVING VALUE
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MEASURING SOCIAL VALUE
Engagement Activity Value
LESSONS LEARNED
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B2B SOCIAL STRATEGY – LESSONS LEARNED
• Identify what different social channels do best, and build a plan around each.Platforms
• Hire solid communications pros.Production Team
• Start with what you have. Everything you are and do is content. Content
• Invite them, teach them, showcase them, reward them.Employee Support
• Get everyone else in the conversation, and they will step up to lead.
Executive Alignment
• The value of Social Media isn’t always in ROI, but in “dollars and sense”.Proving Value