Winning Fans + Boosting FacebookEngagement
B2B and Facebook + The Importance of Location Pages
Shelly Kramer, @shellykramer
© 2013 V3 Integrated Marketing #SMX #12A#SMXSocial13
What’s Going On
• 4.75 billion pieces of
content shared daily on
Facebook - a 94% increase
in 9 mos. (8/12-5/13)
• 3,298,611 pieces of content
shared per minute
@shellykramer
What’s Going OnGoogle’s Moment of Truth Research surveyed tens of thousands of consumers across many categories. In just one year, they needed twice as much information before buying the same stuff. Why? Mobile devices.
2010 – 5.3 sources2011 – 10.4 sources
No barrier to knowledge. No friction to learning. If you make a bad decision, you’re just lazy, because all the information to make a good one is in your pocket.
@shellykramer
It’s noisy. And we’re distracted. Being “awesome” isn’t enough. Being
useful is the differentiator.*
*Stolen without shame from Jay Baer
How Decisions Are Made
In the B2B space, buyers contact a sales rep only after 70% of the buying decision has been made
(Sirius Decisions, 2012).
Relationships are created with information, not just with people.
In the B2B space, you don’t start with social or with content. If you do,
you will lose.
Start with data.Information is power.
Start With Competitive Analysis
What are we doing?
What are our competitors doing?
What kind of content are they creating?
Where do we have opportunities?
Where do we suck?
What can we realistically handle?
Our Prospects + Social
Who are our prospects?
What are they doing?
Where do they hang out?
What do they talk about?
What language do they use?
What do they need?
How can we serve them?
What do High Growth
Companies Do Differently?
They Focus On
Creating Content
Smart SEO
Connecting Social Media to Business Initiatives and Leveraging It
Email Marketing (building and using their list)
And the fact that Data Drives Strategy
High Growth vs. Average Growth
What Do High Growth Companies Find Most Effective?
SEO
Creating Content (Blogging)
Focus on Data
Email Marketing
Creating More Content (whitepapers, eBooks,
newsletters, case studies)
Social Media Channels
Wake Up CallSuccessful B2B businesses realize that
effectively selling their products or services requires them to go beyond
traditional marketing and face-to-face selling or interacting. They need to
adapt. Adapting means leveraging the web, content and social media.
Why Facebook?
Let’s talk about
SMBs and what
they need
Greatest Challenge?
Find Customers
Serve Them
SMBs Concerns
Finding Customers
Dealing With the Competition
Managing Costs
Developing New Products + Services
Source: Bredin, 2013 SMB Survey, http://www.bredin.com/press_01092013.html
Where SMBs + Social
To Learn First About New Products and Services, Here’s Where They Go …..
28% turn to Google+
27% turn to Twitter/YouTube
26% turn to LinkedIn
30% turn to Facebook
Source: Bredin, 2013 SMB Survey, http://www.bredin.com/press_01092013.html
SMBs Preferences
68% Use the Web to find information on products or services
58% look for business management advice59% of SMBs are more likely to visit a vendor
website and explore and 55% are more likely to buy if a website offers business management advice (and the same is true of what your Facebook content delivers for them).
Source: Bredin, 2013 SMB Survey, http://www.bredin.com/press_01092013.html
Where to Start?
Facebook Content Strategy
• Figure out your tone and audience
• Analyze your existing assets• Figure out what kinds of content you think will
work• Engineer a content plan• Develop a content calendar (not what you’ll
write, instead, which content fits into the plan you’ve engineered)
• Make a plan to create content to serve customers + prospects
• Figure out how you’ll measure success
Know This, Live It
Facebook is Visual
• Use high quality images• Avoid large file sizes• Right-size your images, use rectangles not
squares• Only post links that are mobile-friendly.
You stand to lose over half your social audience over time if you don’t
• Link directly to the action that a social post implies. Don’t make your users endure multiple clicks
*Data Courtesy of Tim Hayden
Want Some Case Studies?
Facebook and B2B
Challenge: New Product Rollout
• Monitor channels for feedback and
mentions, identify problems, issues
• Teach equipment owners how to
operate and maintain equipment
and how to teach customers to use
• Make something new fun
@shellykramer
Facebook and B2B
Challenge: Don’t Be a Buggy Whip
• Core customers, students
• 900+ campus stores, no brand-specific identity, $2.7B annual revenue
• Social media was a huge business challenge
• Local pages, streamlined comms, learning from one another, libraries of “top posts,” less lost assets
@shellykramer
Facebook and B2B: Franchises
Challenge: Corporate vs. Franchise
• Early adopters out front
• Show business value (more data, learn best practices from early adopters, franchise specific billing)
• Local pages, streamlined comms, learning from one another, libraries of “top posts,” mass capitalization on assets
@shellykramer
Benefits
• Corporate brand page,1,550 local pages and 5K+ local users leads to a very rich database (customer service, menu offerings, etc.)
• 3.8M fans on brand level and 800K connections to fans across local pages, with less than 10% fan overlap.
• Better targeting, more personalization, better maximization of marketing spend
@shellykramer
Thanks to Expion
Let’s Talk #Hashtags
Local Pages. They Make Sense.
Local Pages. They Make Sense.
Let’s Talk #Hashtags
Let’s Talk #Hashtags
Let’s Talk #Hashtags
Let’s Talk #Hashtags
Let’s Talk #Hashtags
Let’s Talk #Hashtags
Let’s Talk #Hashtags
Track Your Success
• Most popular content
• Google Analytics social
• Newsletter signups
• Landing page campaigns, email campaigns
• Integrate social into your CRM
• Facebook can lead to opportunities, but it doesn’t do you any good if you don’t track them
The Power of Your Data
Even For Us, Data Drives Strategy
Test, Measure, Test
Feed your Facebook pages with great content. Content that is useful
If you have multiple locations, build out location specific Facebook pages and start using them. Get ahead of the game.
Start optimizing your content, use #hashtags
Treat content + social as part of your lead generation efforts (track it)
A/B Test. Often. Never stop building your list. Use Facebook to help.
Success With Facebook? Be Useful
• Don’t sell. Don’t be an egomaniac. Don’t bore.
• Act like a person, not a faceless corporate entity
• Stalk + emulate
• Create content for your page that’s worth reading – focus on delivering value
• Curate content that further serves your audience
• Never underestimate the power of a smile
• Understand the importance of connecting social to business initiatives
Get Ahead Of The B2B Pack
“Feed” your pages with great content-- content that’s useful. If you have multiple locations, build out location-specific Facebook pages and start using them. Start optimizing your content. Use #hashtags.Treat content + social as part of your lead gen (track it).A/B Test. Often. Never stop building your list. You own that.
Community Management
They call it “Community Management” for a reason.
Posting is advertising.
Community building takes more than a schedule-it-and-forget-it mentality.
Engineer Your Content
Support your internal teams with content
Spoon feed them if you have to
Find adopters, make them heroes and they’ll be your success stories
Never quit asking to be at the table
Track your progress, show results
Try not to say “I told you so.”
Buckle up.
Think About This
Everybody Thinks They Can Do It
They’re mostly wrong.
@shellykramer
It Takes a Human
You have to know how to tell a
great story, genuinely like people
(or act like it), pay attention to
them, and regularly deliver
content that keeps them coming
back for more. Technology can
help, but it can’t do it all.
@shellykramer
Who to trust? It’s easy. See who’s practicing what
they preach.
Shelly [email protected]
@shellykramer
Stalk Me, Anytime
[email protected]+Shelly Kramer
LinkedInShelly DeMotte Kramertwitter.com/shellykramer facebook.com/shellykramer
www.v3im.com
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