B2B Case Study Optimizing Social Media...

#SMBCMN - @iRyanPena

B2B Case Study: Optimizing Social Media Channels via ContentDriving results through organic, paid, and employee advocacy

01


WHO DAT?

SocMed PRO - Presentation Name Goes Here

About MentorMateA Complex Software Development Company

B2B COMPANY Crea%ng so+ware solu%ons globally for clients since 2001. Working with small to large organiza%ons.

WE CAN’T BRAG Most of our cool projects can’t be discussed publicly. Everything is custom.

SOCIAL WASN’T WORKING Leadership couldn’t see the value in social - needed a lot of convincing.

Who wants this job!?04


The Mission

Likes/Followers Impressions Traffic/Leads

Used to be great for reach un%l we entered pay to play

A mysterious number that sounded amazing but meant blah

Language everyone speaks and fills the ROI bucket

05


HOWHOW.


Create a content strategy centered around THEM…not YOU.

07

1


EBOOKS

Define Your Content Strategy

BLOGS VIDEO

Once a quarter

Primary CTA

Trending topic

Value based

SlideShare

Once a week

Ties to CTA

Repurposed

Authored

Researched

Once a week

Ties to CTA

Trending topic

Facebook/YouTube

Humanizes brand

08

#SMBCMN - @iRyanPena 13


Content Marketing Model

Plan Produce Publish Promote1 2 3 4

Leverage social listening, search trends, market info, and your staff to determine future content needs

Create high quality content that’s centered around value while ensuring your maintain a consistent produc%on strategy

Keep your audience coming back by s%cking to a publishing schedule. Weekly is usually best for most orgs

Dedicate at least a day/week to promote. This includes paid, organic, and employee advocacy

10


Identify a custom distribution model that fits YOUR audience.

11

2


Distribute Like a BossMedium

10,000 reads & 150+ contacts

LinkedIn 4,600 visits

& 400+ contacts

TwiXer 2,025 visits

& 70+ contacts

Google+ 1,400 visits & 50+ contacts

Facebook 1,100 visits & 10+ contacts

Other Channels 2,500 visits

12


HACKS


Other Tools

Tons of free communi%es to engage in. slofile.com is a site to find communi%es based on your interests.

slack

14

http://slofile.com


Other Tools

Answer ques%ons that %e to your blog content. A+er providing value, include CTA link to learn more

Quora

15


Other Tools

Give your employees access to a simple tool to share content and reach a broader organic audience

Employee Advocacy

16


Brand Organic Reach in 2016


86% of employees participating in an

employee advocacy program credited

their involvement on social media as

having a positive impact on their career.

64% of advocates in a formal program

credited employee advocacy with

attracting and developing new business,

and nearly 45% attribute new revenue

streams to employee advocacy.

ENGAGED EMPLOYEES

SALES SUCCESS

Messages shared by employees travel

561% further than the same message

shared on a brand owned channel, and

are re-shared an average of 24x.

94% of applicants are likely to apply for a

job if the employer actively manages

their employer brand on social media.

STRONGER SOCIAL

EMPLOYER BRAND

18


Launching Employee Advocacy

19

Find the right tool Give food Be

transparent

#SMBCMN - @iRyanPena 20


Track everything. Seriously…track everything!

22

3


Dark Social

23

Dark Social accounts for 70% of social media sharing ac8vity


URL Site you’re driving to

Campaign Source Targeted social network

Campaign Medium “Social Media”

Urchin Tracking Module

26

Campaign Name “Unique iden]fier descrip]on”


REWIND


🔑Create a Content Strategy Keep your audience engaged with valuable content

1

2Distribute Content Masterfully Combine organic, paid, and employee advocacy for maximum results

3Track everything Don’t allow your efforts to be filed into “Direct” vs “Social” as a source. Use UTM tracking

28


This is the end

29

@MentorMate@iRyanPena

B2B Case Study Optimizing Social Media...

Documents

Transcript of B2B Case Study Optimizing Social Media...