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How to Deliver Ongoing Engagement

7 step guide on social media for B2B

Luis Fernandes | @luisfernandes | linkedin/in/LuisFernandes

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Common B2B Social Media Strategies

“Develop engagement and sharing channels to drive positive sentiment and build relationships.”

“Elevate brand through thought leadership content.”

CMO, Company A

CMO, Company B

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Step 1.

See your business goals in relation to your audience, and what you can measure.

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Audience Segments

Business Goals

Strategy

Performance Metrics

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Step 2. Get to know your current followers and brand advocates* .

*Brand Advocates: people who choose to share your content with their networks .

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• Languages• countries• Cities• Time Zones• Entity Type• Gender• Kred Score• Ratio of Followers vs.

Number of People They are Following

• "Newbies"• Time since last tweet• Tweets per day• Bio tags

ADVOCATES FOLLOWERS

• Languages• countries• Cities• Time Zones• Entity Type• Gender• Kred Score• Ratio of Followers vs.

Number of People They are Following

• "Newbies"• Time since last tweet• Tweets per day• Bio tags

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Step 3. Build a balanced editorial calendar…

...And create more content that advocates are likely to share often

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Sharing

Promoting

Interacting

Point: Sharing a link to a valuable piece of contentNod: Same as above, with acknowledgement of the source

Meet: Connecting and helping others to connectBow: Giving extra recognition/credit to an influencerChat: Dialogue; responding to others or making general comments

Shout: Driving traffic to customer content and marketing

Do this less

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Step 4. Identify and exploit missed opportunities.

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What are influencers sharing?

Deliver a point of view on this topic.

Influencers: Those that discuss and share business relevant topics & solutions with their networks

think do

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What content resonates on other channels?

Extend and optimize on other channels.

think do

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When are the peak posting times for my community?

Identify* + Publish value-add content during peak times.

think do

Social media monitoring tools like SocialBro can help.

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Step 5.

Assess operational impediments and build a plan to scale.

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Ad Hoc Engaged Coordinated Managed Optimized

Leadership • Viewed as unimportant

• Not clear• Bottom up

leadership

• Tactical• Functional

management

• Aligned with business goals

• Departmental leadership

• Fully integrated management

• Executive focus & participation

Strategy & Execution

• none • informal • Digital Strategy• One part-time

role

• Aligned with business goals

• Dedicated community team

• Full participation

• SM mgrs & community mgrs

Internal Education

• none • Social media guidelines

• Team training • Official policy

• Integrated training of guidelines and usage

• Training and certification

Social Listening • None or limited

• Siloed• basic brand

• Listening program

• Structured process to gain insight

• Full brand, competitive and industry

Community Engagement

• none • Limited participation

• Participating & responding

• Engaging & creating

• Influencer outreach

• Community leaders

Content Management

• none • Reporters • Publishers • Producers • Editors across content program

Measurement & Analytics

• No tracking • Basic: follows, likes, shares, comments

• Functional: tracking website traffic

• Integrated: part of performance dashboard

• Strategic: part of resources, customer sat, brand planning

Tools & Systems

• none • Free and paid • Paid: monitoring and publishing

Paid: monitoring, publishing, content curation, reporting

• Paid and Integrated: CMS, MAP, Analytics

STAGES

Example Social Media Maturity Model

Where are you?

Build a plan to scale

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Step 6.

Create + leverage pockets of excellence.

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You

1. Identify Social Media Enthusiasts2. Create simple training guides 3. Evangelize through Learn at

Lunches4. Provide “social media customer

support” for others5. Become a center of excellence

SMEs in your org.

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Step 7.

Test. Track. Iterate.

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GOALS KPIs DESIRED OUTCOMES

TRACKING

1. ACQUISTION• Increase net followers and

friends• Monitor competitor growth

2. AMPLIFICATION• Increase avg no. of

retweets and shares• Monitor no. of mentions

3. APPLAUSE• Increase no. of favorites,

+1’s, Likes

4. CONVERSIONS• Increase post CTRs• Increase comments

1. ACQUISTION• Ratio of followers to

engagers • No of followers/friends v.

competitors (2)

2. AMPLIFICATION• No. of reshares or

retweets on average for each post

• No. of mentions

3. APPLAUSE• Avg. no of favorites,

+1s, likes, etc. for each post

4. CONVERSIONS• Increase number of

click- through-rates

FY:

FY:

FY:

FY:

• SM Platform Name

• SM Platform Name

• SM Platform Name

• Bit.ly

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Goal Performance Metric

Conversions

Hypothesis

Test

Iterate

Weekly report

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Thanks,@luisfernandes