Systematically Rising Above the Noise - MarketingProfs B2B Forum 2016
Break Through the Noise: B2B Social Media Marketing - #SMBMSP94 Event
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Transcript of Break Through the Noise: B2B Social Media Marketing - #SMBMSP94 Event
#SMBMSP94 - @iRyanPena
B2B Social Media MarketingDriving results through organic, paid, and employee advocacy
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#SMBMSP94 - @iRyanPena
WHODAT?
SocMed PRO - Presentation Name Goes Here
About MentorMateA Complex Software Development Company
B2B COMPANY
Creating software solutions globally for clients since 2001. Working with small to large organizations.
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!?02
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The Mission
Likes/Followers Impressions Traffic/Leads
Used to be great for reach until we entered pay to play
A mysterious number that sounded amazing but meant blah
Language everyone speaks and fills the ROI bucket
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HOWHOW
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Create a content strategy centered around THEM…not YOU.
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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
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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 production strategy
Keep your audience coming back by sticking 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
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Identify a custom distribution model that fits YOUR audience.
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Distribute Like a BossMedium
10,000 reads & 150+ contacts
LinkedIn 4,600 visits
& 400+ contacts
Twitter 2,025 visits
& 70+ contacts
Google+ 1,400 visits & 50+ contacts
Facebook 1,100 visits & 10+ contacts
Other Channels 2,500 visits
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Other Tools
Tons of free communities to engage in. slofile.com is a site to find communities based on your interests.
slack
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Other Tools
Answer questions that tie to your blog content. After providing value, include CTA link to learn more
Quora
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Other Tools
Give your employees access to a simple tool to share content and reach a broader organic audience
Employee Advocacy
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Brand Organic Reach in 2016
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Employee Advocacy Organic Reach in 2016
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Launching Employee Advocacy
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Find the right tool
Give food Be transparent
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Track everything. Seriously…track everything!
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Dark Social accounts for 70% of social media sharing activity
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URL Site you’re driving to
Campaign Source Targeted social network
Campaign Medium “Social Media”
Urchin Tracking Module
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Campaign Name “Unique identifier description”
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#SMBMSP94 - @iRyanPena
REWIND
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🔑Create a Content Strategy Keep your audience engaged with valuable content
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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
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This is the end
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