How to Effectively Design and Execute Your B2B Social Media Program

Todd Wilms

Sr Director, Social Media Audience Marketing

Recap:

Run your program

1. Know who you are,

2. Know what you are going after,

3. Know where they are,

4. Know “how you know,”

5. Know that social may (or may not) be the answer,

6. Know you are in for the long haul,

7. Know to keep everyone engaged, and

8. – 10. Lastly, do it, do it well, but don’t be afraid to try something new

Email in 72 hours:

Toddwilms.com

Twitter: @toddmwilms

Personal Blog: www.Forbes.blogs.com/sap/todd-wilms

#1: Know Thyself

#1 Know Thyself: Questions to Ask

Questions:

1. Who are we . . . Really?

2. What do we want to accomplish?

3. What do we want other to think about us?

4. . . . .

Goal:

Get an accurate assessment of who you are and what you are (realistically) trying to accomplish

#2: Set the “right” goals and objectives

Questions to ask:

Who Where

What When

Avoid (for now) . . .

Why How

#2: Set the “Right” Goals: Worksheet

Base: Net-New,

CS/UP, etc.

Segments:SMB? LE?

Etc.

Industries?

Where: What

geography

Market: What

groups?

Goals

Overall objectives Priorities

Goal#1: Positioning Drive awareness

Goal #2: Revenue New Market

opportunities, but . . 20% Cross/Up Sell

Envision that perfect person for your program

#3 Find you Audience

#3: Find your Audience: One Word . . .

Empathy

#3: Find your Audience: Case Study

SME

Mgmnt.

Exec

CxO

Staffers

• Crowded space

• Distrustful

• Right-hand person

• Chosen Discipline

• Looking to move up

• Chosen Discipline

• Looking for content/information

• Driven by being “smarter”

• May (or may not) be interested

• “Muddled” Masses

Develop content to influence the influencers

Smart content for smart people looking to get smarter

Gain trust “Good nose for manure”

1: ID the Players 2: Know the Players 3: Pick the Players

#3: Find your Audience: Bootstrap Listening

Recipe for Finding an Audience:• 3-4 eager people • Internet Access

Sprint Model (30-45 min)1. Google: first keywords / products, assess ranking/competitors2. Adjust keywords, sprint into social channels3. Regroup, share insights (keywords, competitors, influencers, etc.)

Assess:• Keywords: What are the keywords that best work for your solution.

Will help with SEO later.• Communities: What groups are out there (LinkedIn, Facebook,

Blogs, etc.)• Influencers: Who are they and where do they hang out. Go there.• Wikipedia: Often forgotten and used ineffectively

• Whiteboard or similar• Keywords and Personas

#4 Set measurements before you start

#4: Measurements: Before you start . . .

Two reasons:

1: You have to define success

2: You may not be able (or easily able) to measure

#5 Social Media is not free . . . and may not be your answer

#5 Social Media is not free

“Social Media is not the cure for every problem without a budget”

Social Media is a Marketing Channel:

Treat is just like any other - it has a cost/benefit analysis

#6 Sustain. Think day 180, not day 1

#6: Sustain: Case Study

Lord Voldemort Program

1. Slick site

2. A blog a day . . . .

3. Day 30, layer in video

4. Day 60, no videos, no new blogs,

5. No site

Learning:

Scaling too quickly led to implosion

CFOKnowledge.com

1. Hidden in plain site

2. 6 month calendar

3. Stockpile of content

4. Stuck to schedule

5. Now on year 3

6. Fastest growing community at SAP

Learning:

Plan for the long haul and you may get there

# 7: Sell Internally: Both Up and Down

#7:Sell Internally: Disillusionment vs. Enlightenment

ToDToE

Time

Pro

duct

ion

ToD – easy to lose enthusiasm if you don’t see “results”

ToE – easy to stay enthused and engage if you get feedback

1. Monthly feedback mechanism

2. Allows stakeholders ability to “alter their game”

#7:Sell Internally: Dashboards

“You cannot plough a field by turning it over in your mind” - Anonymous

“We are what we repeatedly do. Excellence, therefore, is not an act but a habit” - Aristotle

“Take calculated risks. That is quite different than being rash” – George S Patton

Recap:

Run your program

1. Know who you are,

2. Know what you are going after,

3. Know where they are,

4. Know “how you know,”

5. Know that social may (or may not) be the answer,

6. Know you are in for the long haul,

7. Know to keep everyone engaged, and

8. – 10. Lastly, do it, do it well, but don’t be afraid to try something new

Email in 72 hours:

Toddwilms.com

Twitter: @toddmwilms

Personal Blog: www.Forbes.blogs.com/sap/todd-wilms