b2b case study optimizing social media...
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B2B Case Study: Optimizing Social Media Channels via ContentDriving results through organic, paid, and employee advocacy
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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
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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
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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 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
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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
TwiXer 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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HACKS
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Other Tools
Tons of free communi%es to engage in. slofile.com is a site to find communi%es based on your interests.
slack
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Other Tools
Answer ques%ons that %e to your blog content. A+er 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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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
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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
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Dark Social accounts for 70% of social media sharing ac8vity
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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 iden]fier descrip]on”
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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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