social media: deciphering network personas for your b2b
TRANSCRIPT
eMagine WebinarSocial Media:Deciphering Network Personas For Your B2B
Presented By:
Hannah Beacham
Digital Marketing Strategist
& Social Media Specialist
#socialpersonas
Emily Ahlbum Hannah Beacham
Marketing Manager Social Media Specialist
@EmilyAhlbum @htbeach
Meet The Team!
#socialpersonas
Why Invest In Social Media?
Supports Your SEO Efforts
Branding Opportunity
Thought Leadership
Lead Generation
Referral Traffic To Your Site
Prospecting
Employee Advocacy
Promote Your Content
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… and much much more!
“We don’t have a choice on whether we DO
social media, the question is how well we DO
it.”-Erik Qualman
#socialpersonas
News Anchor
Profile:
Features: Content: Consistency
Complete with profile and featured image
Robust description (focus on the first 30 words)
Employees connected
Careers page if applicable
Showcase Pages
Groups
Job Listings
Advertising
70% Unique Content
20% Events / Company Updates
10% Shared Content
Once per day*
#socialpersonas
Biggest Mistakes
Not Posting Enough
Not Utilizing Company Industry Experts
Lack of Visual Content
Not Taking Advantage of Recruitment
Not Sharing Industry Articles
#socialpersonas
Fact Checker
Profile:
Features: Content: Consistency
Complete with profile and cover photo
Complete description including hashtags if applicable
Complete info including location and URL
Monitor ratio between Following & Followers
Lists
Indexed In Google
Hashtags
Advertising
Short & Sweet
Links, Images, Hashtag = Trifecta
Engage
3-5 unique tweets per day*
#socialpersonas
Biggest Mistakes
#overusing #hashtags
Not Utilizing #Hashtags
Posting Consistency
Linking To Your Website
Community Management
Employee Advocacy
#socialpersonas
Extrovert
Profile:
Features: Content: Consistency
Consistent channel art & logo
Channel description
Social Icons
Playlists
SEO Optimization
Featured Video
Analytics
Advertising
100% Unique Content
Focus On High Quality
Webinars / Presentations
Dependent on availability
Re-share
#socialpersonas
Biggest Mistakes
Not Re-sharing Content On Other Networks
Responding To Comments
Promotion
Monitoring Analytics
Stick To High Quality
Optimization
#socialpersonas
Friendly Neighbor
Profile:
Features: Content: Consistency
Complete with profile and branded images
Full about section
Custom tabs
Custom URL
Apps & Customization
Groups
Insights
Advertising
30% Blog Content
60% Events / Company Updates
10% Shared Content
Once per day*
#socialpersonas
Biggest Mistakes
Not Understanding How To Utilize It
Too Stuffy
Not Tagging
Not Enough Visuals
Not Utilizing Videos *YouTube!
Employee Engagement
#socialpersonas
Consistent Branding
SYNERGY- All of your profiles should feel similar. Focus on promoting
content tailored to each network instead of using the same copy across
all profiles.
MESSAGING- While you want the
content to vary you want the voice
to sound similar. Determine how you
want to come across and stay
consistent.
VISUAL- Use the same branding
across all networks. Use your logo as
your profile picture and a consistent
cover photo that mimics your web
design.
#socialpersonas
Complete Content Marketing Checklist
Create an effective and optimized landing page
Write a blog on similar topic & provide CTA to download White Paper
Share that blog on the company’s social media networks
Send out an email blast promoting the White Paper
Promote through PPC
Promote through paid ads on social media
Create a video about it if possible/relevant
Write a PR about the topic if newsworthy and applicable
Host a webinar about the topic
Partner with an industry association to help create & distribute the whitepaper
Publish the blog on LinkedIn using the new publishing tool
Promote the White Paper in relevant LinkedIn industry groups
Create SlideShare presentation on similar topic& use a CTA to the whitepaper landing pageWrite a guest blog post on a similar topic, include CTA to the whitepaper landing page
Turn landing page into a Facebook app tab
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#socialpersonas
Social Media Plan – Webinar
Blog announcing webinar
Blog with follow up questions (after)
Share announcement and registration formShare blog posts
Continued posting w/ registration link leading up
Hashtag creation
Posting (blogs & registration)
Live Tweet
Posting (blogs & registration)
Tagging speakers and involved companies
Post recorded Webinar *Slidshare
Share recording on all channels
#socialpersonas
Blended Strategy
Digital Marketing Strategist
Social Media Coaching
Paid Advertising
CRO
Keyword Strategy
Content Optimization
Blog Coaching
#socialpersonas