b2b introduction to content strategy, social media marketing and social business

Paynet Online Social StrategyCreating virtual good & saving real lives.

InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com InovediaMarketing.com

AgendaIntroduction• Disclaimer• Logos• Key • Learning 1 - 3StrategyMeasurementListening*Content Strategy• You the publisher• Targeting CEOs• Linkedin Search Example• Content Calendar• LinkedIn Company Page Rev• LI Company page exampleSocial Media Marketing• Amplifying Content• Content MarketingSocial Business• Hub and Spoke• Content / Workflow HubNext Steps

Social Media = Magic

COMMITMENT

Logo Wall (of Shame)

Brand Manager RolesDigital Analyst

**Sr. Social Media Specialist: Enablement

Social Media Manager

Promotions Writer

3 Key Learnings…

Learnings… #1

• Review Best Practices

• Execute Pilot Programs

• Training• Testing

Crawl Walk Run

Learnings…#2

AAGAlign Against Goals

Measure, Tweak, Repeat…

• Targeted Content

• Channel Strategy

• Measurement Plan

• Defined Analytics

Learnings…#3

CYACover Your Ass-ets

Go Foundation Firsti.e….• Strategy• Metrics• Listening /

Monitoring• Responding• Seed Content

Optimized Social Channels

• Customer Service

• Social Tools• Approval

process

Strategy, Measuring &

Listening

STRATEGYGoals Testing Tweaking Tools Metrics Consistency Focus

Commitment

What are you going for?

• Clicks

• Shares

• Likes / Favorites

• Page Likes (growth)

• PTAT – People T

alking About This

• Virality

Pick SOMETHING.

Measure it!

MeasurementGoals Testing Tweaking Tools Metrics Consistency Focus

Commitment Just a couple of tools…

• Website Stats

• Referers

• Form submissions

• Bit.ly

• Shorten links,

track clicks

• Hootsuite (ow.ly)

• Schedule posts,

track growth,

shorten links,

auto generate

weekly reports

LISTENING/Monitoring

Volun – told!

CongratulationsYou have been

WARNING: starting any social media account obligates you to check it, respond to questions,

address comments and generally pay attention.

Users WILL hold you to it.

…and responding

Content Strategy

YOU THE Publisher**PayNet’s objective is to “rewire” the credit operations of small business banking.

White Papers

Case Studies

Studies (research)

Blog Articles

Curated news

Facebook

Twitter

Google+

Instagram

FoursquareTARGETED MESSAGING

Thought Leader

Influencer Engagement

Branding

Positioning

TARGETING CEOsGoals Testing Tweaking Tools Metrics Consistency Focus

Commitment

Strategies may include:

• Blog establishment

• LinkedIn Ads

• Outbrain – Forbes,

• Twitter

• PR News

• Guest Posts

• Partnerships

Measure, Tweak, Repeat

CEO Influencers

• Board of Directors

• Chief Risk Officer

• Chief Credit Officer

• Chief Lending Officer

• Chief Financial Oficer

• SVPs

• VPs

• Bloggers

• Economists

LinkedIn Search - CEO

CONTENT CalendarGoals Testing Tweaking Tools Metrics Consistency Focus

Commitment

Best Practices

• Strategy & Planning

• Set Goals &

Measurement

• A/B testing

• Consistency

• Flexibility

• Dedicated Resources

• Blog?

LinkedIn Company Page Goals Testing Tweaking Tools Metrics Consistency Focus

Commitment

Current 124 followers…

• Company info – SEO

• Products – SEO

• Posts – Demonstrate

expertise

Future 1024 CEOs…

• Active Resource for

CEOs - post daily /

weekly

• Keep products up to

• Growth Strategy

• Monitoring in place

LinkedIn Co Page Ex Goals Testing Tweaking Tools Metrics Consistency Focus

Commitment

Social Media MarketingSystems

IF YOU BUILD IT…

You’ll have an empty

stadium.

• Promote

• Entertain

• Maintain

Amplifying Content

Identify / Create content

in support of…

• SEO

• Lead generation

• Brand / Reputation

Building

• Marketing Campaigns

• Web Content Strategy

• Influencer Marketing

• Sentiment building

Measure, Tweak, Repeat

Content Marketing

Social Business

Hub & SpokeCompany-wide Social

Media Integration

• Employees are

activated

• Customer Service

includes phone &

social

• Brand Marketing

“thinks” social at the

• PR includes social

friendly releases

• Events are social first

• Marketing Materials

are content for the

calendar

Workflow Hub & Spoke

Customer Service

Absolute PD Sales Specialist

Analysts

Marketing

Community Manager

Future

http://blog.hootsuite.com/ceos-using-social-media/

NEXT Steps

Now: Just Do It!Identify GoalsContent Strategy – BLOG• Identify the core team

• Advisor role• Champion role• Copy / Creative resources

• Identify a channel• Approach• Training• Best Practices

Try, Measure, Tweak, Repeat

Thank you

Appendix

POSTING DO

• Images that pop!

• Provoking questions

• Resourceful links

• Be conversational

• Have conversations

• Shorter is BETTER

DON’T

• Over sell

• Go off brand

• Ignore questions

• Show frustration

Click a pic to view the

HOOTSUITE

FREE TOOL: Save time by scheduling postsOne login for all your channels

Track metrics with weekly reportsDelegate tasks to team members

http://hootsuite.com

Fun fact: I graduated!

-Richard

b2b introduction to content strategy, social media marketing and social business

monitoring

proper resources

measure

set

tweak

starting

repeat

build

Education

b2b social media marketing: a successful linkedin inmail...

b2b strategy for frames

b2b strategy

b2b social media strategy: pillars

strategy fundamentals for b2b startups

b2b digital marketing strategy

b2b social media strategy socialintelatl november 13, 2012

b2b strategy waag society

simple steps to building an effective b2b social media...

valueexchange - helping you master your b2b social media...

cross-pollinated marketing: the blurring of b2b & b2c...

b2b content strategy - matt heinz

globalwebindex - b2b social media strategy - research report...

warren knight - 7 steps b2b social media strategy

mobile strategy for b2b marketing

content strategy for b2b

content strategy for b2b companies

social media strategy for your b2b business - facebook,...

why isn’t middle east b2b companies social media strategy...

b2b social networking b2b social marketing