social media strategy for your b2b business - facebook, twitter, google+, linkedin
DESCRIPTION
A thorough presentation on using social media and designing an effective profile by Astek employee's John Armstrong and Rachel Yeomans. It contains advice for businesses to save time and money on Google+, LinkedIn, Twitter and Facebook.TRANSCRIPT
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Social Media: For Your Business
Rachel Yeomans - @rachelyeomansJohn Armstrong - @johnequatro
Astek - @astekweb
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Basic Themes and TheoriesLinkedInFacebook
TwitterGoogle+
ToolsMeasurement / Analysis
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Social media is…
FREE
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Time is money…
“I keep my mind on my money, my money on my mind.”
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“Where did the day go?”
• Information research• Image and video creation• Reading articles• Reading community posts• Getting approval from the boss• Writing and publishing posts• Replying to your community
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Time Savers
• Technology and tools
• A schedule• Content strategy• Attainable goals• Interns
Still, like a good crème brulée, good social media
takes time.
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Clever promotion is primarily how businesses make
money on social media.
B2B social media is a top-of-funnel
channel through which you offer value to, and converse with, a customer.
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Let’s repeat…
Social media is only useful if you’re having a
Hint: I couldn’t make that font any bigger…
way conversation.
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An apple a day… …keeps your audience from dwindling
away.
•Consistency sets expectations of value•Brings customers back on their own volition•Reduces the need for promotion•Less promotion leaves room for more value•Makes important promotions MORE POWERFUL
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Otherwise…
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Focus, Focus, FocusChoose the most relevant platform
and…
master it.•Practice takes time•Time builds experience•Experience builds confidence•Confidence breeds authenticity•Authenticity builds audiences•Audiences buy stuff
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Let’s get started…
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Why LinkedIn is ImportantPersonal Branding:
• An optimized profile means optimized Google results• Stand out among others in your field• Show you’re an “expert”
- Recommendations- Group and Discussion Involvement
Result:
The next time someone searches using industry keywords, they find YOU – and when they find you, they’ll be impressed.
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Why LinkedIn is Important
• Networking– People use LinkedIn for professional growth & development.
They are looking for you!– More importantly, you may be looking for them and their
connections as well.
• Result 1: – Search – Connect – Enforce Relationships
• Result 2: – Existing Connections – Introductions
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Why LinkedIn is Important
Networking!
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Why LinkedIn is Important
• Education– LinkedIn boasts the largest professional
Question and Answer forum– Ask questions and get them answered– Answer questions and become recognized
• Result: – When your connections receive their LinkedIn
Activity emails, you’ll be near the top above everyone else, therefore reminding them of you and your business
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The Profile Makeover
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Your Headline
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Personalization
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Contact Info
Choose “Other” for websites to label them properly!
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Fill Everything Out
• Keywords, keywords, keywords!
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SectionsSkills & Expertise: List them!
Choose specific phrases that people would actually search for and understand…
Avoid duplicates or closely related-terms.
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The Order of Things
• Summary• Contact Info: Twitter, Blogs, Business Websites• Choose Skills & Expertise• PDF, whitepapers for any job you’ve held• Video that shows your expertise or projects• Publications (if applicable)
• Experience• Volunteer Experience & Causes (if applicable)
• Recommendations• Education• Additional Information• Personal Information• Patents
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The Routine of Things
• Update your status daily• Post and/or comment in at least one group
daily• Ask for recommendations after every project• Write recommendations for others
(reciprocate)
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To-Do List
• Update your headline• Personalize your website/contact
information • Personalize your LinkedIn URL• Fill in your Profile• Ask for recommendations
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Time Management
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Yes, You Do Have Time…
• All it takes is 10 minutes– 5 minutes: Post one Profile status update– 5 minutes:
• Comment on one Group Discussion post• Post one Group Discussion post• Like someone’s post or comment on it
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Status Updates
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Status Updates
• Links to informative industry articles• Links to your business’ blog• Opinions/questions about a work topic• Breaking news of any kind• Business Thank Yous• Links to press about your company
Well thought out opinions are powerful avenues to credibility and awareness!
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Status Updates
•Place the link URL in the status box •Edit the website description that appears below (if needed)•Delete the URL in the status box. •Write your own thoughts in the status box•Hit “Enter”
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Groups
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LinkedIn Groups
• Extend relationships with existing network– Alumni group, Association, Company, or Non-
Profits
• Gain Awareness and Credibility– Offer knowledgeable opinions– Start an important discussion– Comment on and Like good posts– Use one-on-one networking opportunities
• Reply privately
Above all, provide value to an audience.
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Groups
Use the dropdown menu to…- Find your groups- Create a new group
You can find existing groups to join in the search field.
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Example Group: eMarketing Association Network
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Search
It’s a powerful function that allows you search LinkedIn’s 200,000,000 profiles by:• Job titles• Industry keyword• Name• School• Company• Groups• Email contacts
• Relationship• Company• Location• Past Company• Groups• Years of Experience• Degree• Interested In…
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LinkedIn Questions?
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Impact!
There’s 1.2 billion people on Facebook…
Beat through the noise!
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Your Strategy / Goals
What immediate actions do you want from your audience? Who is your audience? What do they
want? VALUE.
• Example – A Restaurant – Stronger brand relationship
• Yummy imagery• Casual conversation• Community connection
– Coupon use– Share with friends
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Your Strategy / Goals
• Example – A Roofing Contractor– Gain Trust• Employee Stories
– Return often for info• Post Articles/Papers
– Consider referrals• Tag collaborators• Converse with others
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Your Profile: Cover Image
Emotional – Impact – Bold – Direct – SimpleValue added – Relevant – Accessible
It’s the most impressionable element on your page – use it wisely.
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Another Example
accessible – supportive – family – warmexperts – valuable – inviting - understanding
Facebook goal: To be a supportive communication channel for patients
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Your Profile: Logo
• It’s square!• Because the logo is place over the cover image,
the cover image must be designed with it (and its colors) in mind
• It doesn’t have to be your logo!
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Your Profile: About
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Your Profile: Milestones
• Tell your company’s story…
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Your Profile: Apps/Links
This blurb is limited to 200 characters, and an important block of text. Place contact info here as well.
These are customizable images and links:• Photos is a fixed element• The second box is a custom app for a
contest• Other social links are a popular use• Can have up to 9 apps/links
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Nutz-n-Bolts… Content Strategy!
• What’s your goal? – Personalize your company: Accessibility/Trust
• Employee events• Inter-office activities• Blog articles from employees• Business mentions from the nearby community• What’s for lunch?• Who’s at the ballgame? • A review of a play that stars the HR assistant• What’s playing on the radio? • Funny memo titles• What does Kevin’s hat say today?
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Nutz-n-Bolts… Content Strategy!
• What’s your goal? – Be a Resource: Thought Leadership• Post from conferences• Blog articles about the industry• Links to partners and colleagues information• Breaking news in the industry• What newsletter are we ready today? • Share posts from other industry accounts• Comment on other organizations’ posts• Case studies• Professional materials
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Nutz-n-Bolts… Content Strategy!
• What’s your goal? – Entertain: Humanize and build a unique
voice• Industry jokes• Funny, but relevant videos• “Thoughts From the Water Cooler”• Best office vacation photos• “Caption that Photo”• Odd signs from the delivery route• Sarcasm and snark in small doses can win
the day
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Nutz-n-Bolts… Content Strategy!
• What’s your goal? – Promotion: Careful now… • It must be couched in value!
– Entertainment– Employee/office news– Impactful imagery– Insightful– Storytelling
• Remember, don’t be Waldo…
Please.
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EdgeRank
Your page is secretly ranked by Facebook to determine its value to the
internet.
Your ranking determines HOW MANY PEOPLE see your posts.
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Great Posts:
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Great Posts:
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Great Posts:
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Great Posts:
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Great Posts:
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Great Posts:
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Facebook Questions?
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Before We Begin…
Traditional MarketingPublic RelationsEditorialSocial Media
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Set Your Expectations…
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With That Being Said…
MarketingCharts.com
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Twitter for Business is:
A marketing funnel with bite!
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Now Let’s Get To It…
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Set-Up
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The Process
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The Process
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The Process
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The Process
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The Process
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The Process
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The Process
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The Process
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The DimensionsProfile: 500x500
73x7348x4831x31
Header: 1252x626
Background: 1600x12002560x1600
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The Process
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The Process
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The Process
Password Reset
Where in the world is…
Don’t protect your tweets
How can Twitter contact you
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The Process
Think securely!
Attach mobile phone option
Need current password
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The Process
Download the app
Text to tweet
Password reset option
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The Process
Check accordingly
Uncheck
Uncheck
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The Process
Header
Website
Location
NO FACEBOOK!!!!
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The Process
…or make your own!
Pick your background…
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Speaking Twitter
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Twitter Language 101Term Definition
@ Account Handle (@AstekWeb)
# Hashtag
Reply To respond to the individual who posted that tweet
RT To repost/quote an entire tweet to your audience
DM To send a private message to an individual on Twitter
Follow You subscribe to have this Twitter user’s tweets show up in your Twitter feed
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Twitter Language 101Term Definition
Lists You can add a Twitter user’s tweets to a public or private Twitter list (Examples: Friends, Colleagues, Competitors, Clients, Food, Fashion…)
Favorite You can mark a tweet as a Favorite; that user sees a notification that you Favorited the tweet
This. A Twitter term that emphasizes that the article or link included in the tweet is a “must read”
MT An RT that has been edited (usually due to character length
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Yes coffee IS healthy; @NYTimes says so! http://t.cojk.com
RT @FitzTheCat: Dear Mom, thanks for the new cat tower. But I find your head to be a much more
comfortable nap space
Attention #Chicago Brown Line riders! MT @WBEZ: Train derailed at Armitage brown line. No trains going 2
Loop. Shuttle buses from Belmont
Hey #RockinEvent2013 attendees – no Starbucks line at the South Corridor. RUN!
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Twitter Baby Steps1. Listen2. Retweet (ideally with a comment)3. Share4. Post
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Twitter Questions & Answers?
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Why?
• Fast growing platform• Google runs the world• Communities• Beautiful images• Savvy users• Google reviews• Google Hangouts• Super easy to use• Authorship
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What is it? • Posting process is like Facebook • No ads, better interface and less settings• You reach ALL of your followers (circles)
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Strategy
• Content strategy is similar to Facebook• The tone is a balance of LinkedIn and FB• Audience is more likely to engage with a
industry content• Industry conversations are easier to find• Consumers are not yet on the platform in
mass (many are online less than one hr/week.
• Highly visual platform• Top-of-funnel platform – difficult lead-gen
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Posting+1s are “likes” in Google+
They are not related to SEO, but soon could be.
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Events
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Circles
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Communities
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Communities•Forums are by invite or open to the public•Well-policed for blatant link promotion•Used for conversation•Authenticity is important•Post as an individual instead of a company: “+Pat Kopeki, John here from
Astek,
I totally agree that the discussion regarding online lead-generation starts with the user-experience. When we analyze websites for improvements, we look at how the layout and content is directing our attention. That path should be obvious, simple to follow and driven by one or two overall marketing goals.”
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Reviews
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Hangouts
• Easy video conferencing and recording for 10 people
• Live stream it to anyone
• Easy to invite others to join a conference
• Send files, media and text mid-call
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Google AuthorshipIt’s a bit complicated initially to set up, but…
If you install an Authorship plugin or code in your blog and connect it to your Google Plus personal page, the more articles you write, the more likelihood that your articles will appear higher in search results.
It’s Google’s way to measure your online influence.
Find more at https://plus.google.com/authorship
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Profile Setup
• Cover Image (needs to be very large)• Logo• About sections• Contact• Links• Choose a brand page (for many offices)• Choose a business page (for one location)• It must connect to a personal Google+ account• So create faux personal account for businesses• Many Google products will be attached to this
account
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About
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Other Tid-Bits
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G+ Questions & Answers?
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Tools
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Your Social Arsenal…
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Argyle or SproutArgyle Sprout Social
Entrepreneur – Small/Medium Business
Medium/Large Business
Best social posting integration One of the better social posting integrations
Bookmarklet Bookmarklet
Singular URL Works with bit.ly
Scheduling/Random Scheduler Scheduling/Random Scheduler
Deep analytics dive Medium analytics
Social listening confined to Twitter searches
Social listening
Conversion tracking No conversion tracking
Not-so-pretty in-depth reports Pretty high-level reports
Not cheap but high quality Cheap for the quality
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“Analyze”
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Measure: Tools/Software
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Measure: Google Analytics
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Measure: Facebook/Twitter
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Be Accountable1. What’s working?2. What’s not?3. What needs to be changed?4. What are others doing?5. Next steps
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Oh Yes, and Have Fun!
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