Social Media for B2B
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SOCIAL MEDIA FOR B2B
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Social Media should really be H2H, or, "Human to Human," but there are a few things to consider when you're marketing to businesses. Learn how social media is changing in 2014 and how you can use it to your company's advantage; from SEO, to relationship-building, to turning your employees into your best brand advocates. This brief presentation tackles the four main social networks: Facebook, Twitter, LinkedIn & Google+.
Transcript of Social Media for B2B
SOCIAL MEDIA FOR B2B
IN 2014…
“Company-wide support of social will become increasingly necessary to make sure social media tasks are carried out consistently, and in a way that aligns with overall business goals and values.”
- Huffington Post
THE SOCIAL BUSINESSWhere employees feel empowered and, even rewarded, for openly sharing data and expertise, in real time. “Bottom line, when a company onboards the social in social business, it typically requires a rather radical transformation of its mindset and culture.” – Social Media Today
MORE THAN JUST #HASHTAG
Search engines incorporate social signals to inform their search results.
AUTHOR RANKING• Great Content – the higher the
quality of the content, the higher the ranking
• Link Building – getting other sites to link to us, and linking back to them
• Social Factors –more likes and shares improves our authorship
HOW SOCIAL MEDIA BENEFITS YOUR COMPANY:• Builds brand awareness• Humanizes our brand• Increases web traffic
The more followers, likes and shares you get, the more your company shows up in search results – increases global reach
HOW SOCIAL MEDIA BENEFITS YOU:• It has a 100% higher lead-to-close rate than
outbound marketing. (State of Inbound Marketing, 2012)
• It gives you the power to influence and be a spokesperson for your company
• It helps build relationships• It increases customer retention and loyalty• It enables you become a thought leader • It helps you engage with the target market
WHY DO WE WANT TO CONNECT WITH PEOPLE?
People buy from people they trust!
YOU NEED GOOGLE+
GOOGLE+ “Google+ is quickly gaining steam, and now has the second highest number of monthly users (393 million)” – forbes.com
It’s an integral part of Google’s grand scheme in terms of SEO
You need it for author ranking
• Most Google+ users are tech-savvy
• Google continues to integrate Google+ into all aspects of the web
• People go there to learn – to get information
10 things to do after joining Google+
IT’S NOT LIKE FACEBOOK
“LinkedIn Will Become a Major Player for B2B Business Growth” – forbes.com
“One of the largest sources of content creation for professionals.”
LINKEDIN CONCLUSION:
LinkedIn is evolving from a job search & online resume platform to a place to…• Search for and share great content • Engage in professional group
discussions • Get the latest industry news
PULSE NEWS
Pulse: An app on LinkedIn that helps you tailor and organize business news.
“2014 should be the year of Twitter.” – socialmediatoday.com
Your employees should all join Twitter - they can us it for customer service, lead generation, research and/or thought leadership.
Create a Twitter handle for business in addition to your personal account
TWITTER BEST PRACTICES
• Get a simple, accurate handle• Create a killer bio• Use hashtags• Don’t send direct messages – it’s mostly
spam• Post tweets with links & images. They
get the most engagement.• Ask questions • Respond to customers & prospects • Be yourself!
OTHER TWITTER STUFF
Twitter search allows users to search for users, tweets, topics, images and videos
“Trending” - most tweeted-about topics on twitter
“Promoted” - trending topic paid for by advertisers
FACEBOOKUsed for fun/personal updates – Show your company personality!
Facebook changed their formula in 2014, so your reach has probably plummeted. You have to create fun Facebook ads.
DO…
Start your day with 15 minutes of industry news
Share interesting/cool/different content that might not have anything to do with your company or industry
Ask questions and engage with people – it’s called SOCIAL media for a reason
DON’T…
Talk about how much better you are than your competition
Mimic social messages word-for-word – it’s annoying to followers.
Bore your followers to death
CREATE A SOCIAL BUSINESS
GET STARTED1. Empower your employees – teach them about
the different social networks & how to use them2. Give them a voice by giving them the content
to share, showing them where to find content & encouraging conversations with customers, prospects, partners & industry leaders
3. Let them know how much engagement has increased so they feel they made a difference
4. Create a program to reward employees for social involvement
5. Complete steps 1-4 and loyalty will happen on its own
FIND & SHARE QUALITY CONTENT
Start listening on your social networksGather content from your existing partners & customersJoin LinkedIn Groups Join Google+ Communities
Great content sparks
conversations
MORE CONTENT SITES:
Feedly.comFlipboard.comPaper.liReddit.com
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