Social Media Marketing for B2BNataschaThomsonCEO,Marke+ngXLerator@NaThomson

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Agenda

1.  B2B vs. B2C 2.  Ignore Social Media at Your Own Risk 3.  Your Brand 4.  Social Media Marketing Strategy 5.  The Top 4: Facebook, LinkedIn, Twitter, Google

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Why Social Media

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Impact:Getthroughtome.Peakmyinterest.Makemewanttotakeac;on.n  Talktomewhere&whenIamn  Getmya>en+onn  Courtmen  Engage&convincemen  Makeiteasyforme

The Big Picture (Consumer View)

Brand Posi;oning/Message Promo;on

Portray:Whoareyou?n  (Brand)Iden+tyn  Promise/Differen+ator

Convince:WhyshouldIcare?n  Know&meetmyneedsn  What’suniquelyrelevantaboutyou?

n  WhyshouldItrustyou?Gotproof?

Awareness èEngagement èConversion

@NaThomson 7Source:DanielleHerzberg,Hubspot

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Ignore (Social Media) at Your Own Risk

1.  LISTEN 2.  PULL 3.  FISH WHERE THE FISH ARE 4.  HUMANIZE & CONNECT

Picture: Boo – The Cutest Dog in the World.

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WeAreSocial.com

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Where to Find Target Audience Data…

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Owned vs. Earned vs. Paid •  Owned

•  Facebook Profile •  Facebook Page •  Organic posts •  Content

•  Earned •  Engagement in Facebook Groups •  Engagement with people who

liked the Page •  Sharing of content •  Commenting on posts

•  Paid •  Boosted Posts •  Advertising

Source: SmartInsights.com

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Forrester: Buyer’s Journey Has Changed

•  70-90% of the buyers journey is complete prior to engaging a vendor.

•  Consumers engage with an average of 11.4 pieces of content before purchase

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Buyer Cycle: Past

Source: Robin Grant: The purchase funnel is no more.

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Buyer Cycle: Present “Consumer’s Decision Journey”

Source: Robin Grant: The purchase funnel is no more; via McKinsey.

“You need to develop ways for people to talk about your product,

so that word of mouth (WOM) works.”

~ McKinsey Global Marketing & Sales Practice

Source: Robin Grant: The purchase funnel is no more.

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Source: Harvard Business Review & Gartner.

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Your Brand Based on your brand, people decide if they want to connect. Based on your content, people decide if they want to stay connected.

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What Do You Want To Portray?

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Self-Branding Tips

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Creating a Brand 1.  What is your area of expertise? 2.  What image would you like to portray (in the industry)? 3.  What information can you share to add value?

As Gauthier puts it: “What is that one thing?”

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Social Media Self-Branding

1.  Research your prospects and leverage context

2.  Identify and connect with relevant influencers 3.  Establish yourself as a trusted expert

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Strategy

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Impact:Getthroughtome.Peakmyinterest.Makemewanttotakeac;on.n  Talktomewhere&whenIamn  Getmya>en+onn  Courtmen  Engage&convincemen  Makeiteasyforme

The Big Picture (Consumer View)

Brand Posi;oning/Message Promo;on

Portray:Whoareyou?n  (Brand)Iden+tyn  Promise/Differen+ator

Convince:WhyshouldIcare?n  Know&meetmyneedsn  What’suniquelyrelevantaboutyou?

n  WhyshouldItrustyou?Gotproof?

Awareness èEngagement èConversion

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The 5 Key Strategy Elements

Copyright by MarketingXLerator.

1.  Brand 2.  Objectives 3.  Target Audience 4.  Messaging 5.  Social Channels 6.  Tactics 7.  Measurement & Fine-Tuning

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Target Audience Segmentation

Customer base

Market Segments Industry

Geos

Line of Business

(LoB)

Net New or Install Base?

Titles, Roles?

SMB, Medium, Enterprise?

Retail, High-Tech etc. or

Horizontal?

North America, EMEA, APAC etc.?

@NaThomson http://www.pewinternet.org/2015/10/08/social-networking-usage-2005-2015/

@NaThomson 36http://www.pewinternet.org/2015/10/08/social-networking-usage-2005-2015/

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https://www.youtube.com/watch?v=k7YSGt17Gws

TheTop4:Facebook,LinkedIn,Twi>er,Google

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USA

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The Mobile Revolution 68% of Facebook Users Access the Network via Smartphone.

Brandon Gaille

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Source:SocialMediaExaminer.

BeHuman

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Global

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USA

Techcrunch, 2016

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Global

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USA

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USA

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Global

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Global

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Global

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Maersk: Social Media Strategy

•  Strategy: Tell stories about the business •  Each social channel has its own approach

•  ROI: •  Increased brand awareness

•  Higher employee satisfaction •  New market insights

•  Closer to customers

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Maersk Campaign Example

•  Story : How Maersk shipping containers navigate the frozen Baltic Sea

•  Campaign: FB > Landing Page > (Gated) Brochure on anti-freeze services

•  ROI: 150 “Hot Leads” passed to Sales

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Failed Practice: Heifer

Non-Profit: Heifer International

•  Spent: £2,800 on Facebook Ads •  Reached: 6.4 million Users •  Engaged: 1,000s of Likes & Shares •  Effect: 30 Donations •  ROI: £13.50 spent for every £1 raised

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Non-Profit

Measurement&ROI

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“Just 15% of CMOs have quantitatively

proven the impact of social media.”

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The CMO Survey: Highlights & Insights

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Moz.com

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Moz.com

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Sample Metrics REACH

(how many potential eyeballs?) ENGAGE

(how many interactions?) ACT

(response to call to action) ADVOCATE & SHARE

(satisfaction and loyalty)

AWARENESS Volume (e.g., # of fans, followers)

Interaction (e.g., # of retweets or shares)

Click-Thru ( e.g., click-thru on bit.ly links)

Shares (e.g., # of shares or # of repeat visits)

INTERACTION Volume (e.g., # of visits to company blog)

Interaction (e.g., # of comments per post)

Conversion (e.g., # of downloads of solution whitepaper)

Referral (e.g., # of referrals to friends)

INTENT Contact (e.g., # opt-ins for newsletter)

Depth (e.g., # of click-thru on 2nd level links)

Conversion (# of leads generated)

Retention (e.g., # of inquiries from installed base)

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GOOGLE ANALYTICS

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Example Success Metrics Total numbers are not that important. Focus on conversion rates, growth rates etc. In the end, it’s all about outcomes.

1.  Follower growth rate (%)

2.  Likes / +1 / Shares / Retweets / Comments

3.  Conversion Rates

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5 Enterprise Tools

1.  Salesforce Marketing Cloud 2.  eClincher 3.  DataSift 4.  Tracx 5.  Sprinklr

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5 Free(mium) Tools

1.  Bufferapp + Applet 2.  Bitly 3.  Twitonomy 4.  eClincher 5.  Twitter Analytics & TweetDeck

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Google.com/Alerts

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The 12 Commandments of Social Media

Thou shalt: 1.  Determine thy organization's goals for social media. Social media shall be employed under a

flexible plan to meet those goals. 2.  Know thy target audience and community. 3.  Know thy organizational culture and voice. Speak to your audience in your voice. 4.  Listen. If you do nothing else, listen to what people are saying about your organization, products

or services, competitors and environment. 5.  Be social. It is called SOCIAL media: Engage your community. 6.  Be patient but measure results! Progress takes time but must be monitored. 7.  Not attempt to be on every platform. Prioritize on the social platforms that meet your objectives,

audience, and resources best. 8.  Be authentic 24/7/52. 9.  Show thy passion. Involve your stakeholders emotionally. 10.  Be consistent with message, principles and tone. 11.  Produce great targeted content. 12.  Use good manners. If you are angry delay your post or tweet and read it again before posting.

74 Source: Professor Gary Schirr; LinkedIn Blog; with edit to #7.

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Natascha Thomson NaThomson@MarketingXLerator.com @NaThomson +1 (925) 519-8111

Over 15 years of B2B marketing experience in Global 2000 and startup companies. Customers include SAP, EMC, Polycom, SLAP, LookingGlass.