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Social Media MarketingB2B + B2C

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What We’ll Cover in 90 Minutes

• Social Media Overview and Stats• Measuring, Conversation and

Engagement• Social Strategy & Tactics• Use of Video in your Social Media

• Improving LinkedIn Profiles & Company Pages

• Q&A

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Social Media Overview

• What are the major social media networks

• You don’t have to be on all social networks, find what works

• B2C better suited for Pinterest and image sharing networks

• Content marketing helps both B2B/B2C grow their overall online marketing

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B2B Social Media Stats

• 61% of US Marketers use social media to increase their lead-generation

• 2x the amount of leads/month for companies that use Twitter

• 67% more leads/month for companies who have an active blog

• LinkedIn generates more leads than Facebook, Twitter or Blogging for B2B

Source: insideview infographic

55Source: insideview infographic

B2B Social Stats

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B2B Social Stats

Source: insideview infographic

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What Social Networks are Used?

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Analyze Your Social Traffic

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Measuring Social Media

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• In any given week, less than 0.5% of Facebook fans engage with the brand they are fans of. – Ehrenberg-Bass Institute, 5/31/2012

• The average Facebook post only reaches about 17% of its fans.

• When a brand posts on Facebook twice a day, those posts only receive 57% of the likes and 78% of the comments per post that a single post receives – Track Social, 6/18/2012

SHOCKING SOCIAL STATS…

Edgerank Checker: study of 4,000 pages

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What Engages People• People are most likely to engage with branded content on

social media that contains pictures (44%), status updates (40%) and videos (37%) – Performics, July 2012

• FRIENDS! One third of respondents are most likely to respond to brand offers when they have been reposted by a friend, while 27% will do so on the brand’s page, 26% will do so from the newsfeed and 20% will do so from a social ad.

• Other factors that contribute to higher engagement:– Launch Creative Incentives, fun promotions, sweeps,

games, etc.– Post highly sharable content – images work well!– Build a tight community – one where fans interact with

each other, brands need to respond!– Be a little crazy or quirky (i.e. HUMAN)

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Facebook Engagement

• Be transparent! Be clear who you are, be human. People can sniff out honesty – or dishonesty.

• Post Photos – pictures say a thousand words, fun to share

• Use Post targeting – Ex. Gender, age, education, geo

• Understand EdgeRank to succeed!– Affinity – Weight– Time Decay

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Tweets with 1 or 2 #hashtags receive 21% higher engagement than those with 3+. Tweets containing less than 100 characters receive 17% higher engagement.– Buddy Media, June 2012

Twitter Engagement

Ask questions! But to get the FULL benefit you should answer their questions, share knowledge, participate. DO NOT just broadcast!

Promote others – Share and retweet something nice said about your brand, share their blog, etc.

Tweet content again – Twitter moves fast. Ok to occasionally tweet out same/similar message.

Connect with your consumers/customers.

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Measuring Social

• Engagement & Activism Measurements– Contextual measurements

that speak to how engaged your community is, how will it is to take action, and your influence on the community.

– These lead to intended action!

• Status Measurements– These are non-contextual

measurement such as• Number of followers,

friends, retweets, Likes, views, photos shared, comments, etc.

Status Measurement

Engagement & Activism

Image courtesy of Jeff the Trojan, CC license

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Engagement you CAN measure

• Participation – Likes, comments, shares, @mentions, use of widgets

• Degree of Authority – authoritative sites linking to your URLs, talking to your content, org, campaign

• Influence – size of your user base subscribed to your content, #RT per post, traffic to website from social sites

• Sentiment – how do people “feel” about you/your brand, % change

Engagement and activism

measurements are used to gauge the

strength of the community, and its potential for

ROE.

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It is possible to measure the level of engagement

Engagement MeasurementTotal number who engage in some way with your organization’s social media spaces or within it/total number of people in the same social space9,750 on Facebook & Twitter combined1,200 people engage with either site per month1,200/9,750 = 12% engagement

Activism MeasurementTotal number who took action from your social spaces that you ASKED them to take / Total number of people within those spaces.

240 people on FB/Twitter completed a survey on your site9,750 who follow you on those spaces 240/9,750 = 2.5% are willing to take action for your organization

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Differences

The difference between strategy and tactics:

strategy is done above the

shoulders, tactics are done below the

shoulders

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Goals – Strategies - Tactics

Goal Strategy examples Tactic examples

Increase average order value of a sale by year end

• Run a promotion • Bundles products• Promote on

social/email

Increase the purchase frequency of shoppers from every 10 days to every 7 days

• Create loyalty program

• Build awareness of products

• Use banner ads• social media

contests• email campaigns• retargeting

Decrease the length of sales cycle by 15%

• Create sales tools to build lead gen

• e-books• videos• whitepapers

• Share links on Twitter, Industry forums

• Send out product samples

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A Few B2B Social Media Tactics to Consider

Blogs:• Leverage your industry knowledge & show experience with

products to influence sales• Improves customer retention• Share e-books, videos• Create shareable content around features and benefits of

your product or service• Become an active blog commenter on key industry blogs

Twitter: • Provide real time support for new customers• Seek out business opportunities • Building professional relationships

User Community: • Distribute and seed content to increase reach of messages• Create branded user community for your clients to connect and

share their stories• Join and contribute to relevant industry social networks and

forums

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Social Media Is How Customers Want To Learn

• Social Media is how the current and next generation of customers choose to learn about solutions and products.

• Social Media is the glue that keeps your customers loyal to your company

Quick Stats: Social media (84%), digital content creation (79%) and digital advertising (76%) are the three most common digital marketing strategies companies are planning on.  The sample includes both B2C and B2B companies.  

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Using Video to Promote Your Business

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72 hours of video are uploaded to YouTube every

m i n u t e

* http://www.youtube.com/t/press_statistics

3 hours of video are uploaded per minute via mobile devices

YouTube Statistics

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YouTube Statistics

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YouTube Statistics

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YouTube Statistics

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worldwide searches per month on Google*

100,000,000,000

*According to Search Engine Land

• Good “Google juice”

• Websites with video and other digital content get ranked higher

Why Use Video?

28*According to HubSpot

than traditional outbound marketing

Inbound marketing costs

61% L E S S

Why?

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• Live motion video

• Promo or product demo

• Video podcast

• A webinar recording

• Screen-capture

• Livestream an event

Types of Video

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• Web camera

• Smartphone

• Video camera

• PowerPoint 2010– Save As .WMV

• Animoto or ProShow

• Google+ Hangouts on Air

• Jing

How?

Capturing Video

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Benefits of YouTube

• 61% B2B marketers use YouTube• 800 million unique users

• Benefits and Uses– Provides 360° degree product view & support.– Entertains and teaches.– Spotlight your brand.– Helps search optimization.– Entertains viewers.– Engages users.– Extends events.

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LinkedIn is one of the most successful sites for B2B social media marketing but is not used much for B2C.

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Maximize Your Profile…

Maximize your ability to be found.

Every word in your profile is keyword searchable.

Make each section:

• keyword rich

• meaningful

• readable

Be sure to add relevant website links and a professional photo.

Your summary should also be keyword-rich.

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Completely Update Profile SectionsThe best LinkedIn Profiles will have every section completed.

• Headline – 120 characters• Summary (w/ Specialties) –

2,000 characters• Skills & Expertise (now includes

Endorsements)• Job & Education entries up to

2,000 characters each• Recommendations

You can also move sections of your profile. When in ‘edit’ mode you can click and drag sections to re-order. Give it a try.

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Searching for People

LinkedIn is a great search tool for finding job leads, references, past coworkers and Lead Generation.

Your searches will look through your entire network (of allowable members)

Use Advanced Search, very powerful!

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Advanced Search

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Use advanced search to really dive into your connections and 2nd & 3rd level connections.

Search by Keyword, Company, Name, and many other filters like Industry, Groups.

Paid accounts can perform more advanced filtering on Job Function, Seniority Level, and more.

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Using LinkedIn Groups• Join as many relevant groups as

possible. (max of 50)• Engage in existing group

conversations and use your blog posts to support your engagement.

• Start group conversations based on content

• Once someone responds to your comment, continue to engage. Build relationships.

• Be helpful and share valuable information that positions you as an industry thought leader.

• Connect with the people who frequently engage you.

People in your groups are searchable and you can contact them for job leads, projects & freelance work, questions about a business, etc.

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LinkedIn Company Page

Create a Company Page on LinkedIn to:• Tell your company’s story & history• Highlight your products and

services• Engage with followers• Share career opportunities

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LinkedIn Company Page

The Products & Services tab on your Company Page serves as a powerful way to showcase what your business has to offer.

LinkedIn members can also leave Recommendations about your Products & Services.

Source: http://learn.linkedin.com/company-pages/

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Company Page Statistics

(Note: The data pictured in the screenshot above is sample data, not actual LinkedIn company page data. Source: Hubspot.)

Your Company Page will allow you to report on the following statistics:• insights about follower

demographics• engagement levels• Number of impressions for status

updates• total number of people following

company• recent followers• month-to-month trends in

number of new followers

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Your turn! What Questions do you have?

Q&A / Thank You!

Jeff TincherJeff@610Digital.com610.590.4824Twitter: @JeffTincherLinkedIn: http://bit.ly/TinchLI

Carla WilsonCarla@WilsonMediaServices.com484.356.3248Twitter: @WilsonVALinkedin.com/in/wilsonmediaservices

Thank you!