the business of b2b social media

Penton Presents

Joe Baugnet & Lauren Watters

THE BUSINESS OF B2B SOCIAL MEDIA

#SMWB2BPENTON

JOE BAUGNET Content Optimization Specialist, Penton

Joe Baugnet is the Content Optimization Specialist at Penton Media for the Electrical-Energy, Mechanical Systems, and the Manufacturing & Supply Chain properties. He is in charge of managing the large SEO and social media efforts across these publications.

TODAY'S PRESENTERS

Lauren Watters is the Director of Content Products for Penton's Electrical Systems, Energy & Mechanical Systems properties. She is responsible for managing and enhancing digital content production for multiple websites. She has developed a multitude of brands online presence, products, visitor engagement and overall experience.

LAUREN WATTERS Content Products Director, Penton

@laurencw

@joebaugnet

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Defining B2B Social Media Marketing vs B2C

How social analytics and algorithms can work to your advantage

How to determine your target social audience and focus on their interests

How to manage social media accounts across multiple brands

B2B Social Media & Marketing Strategies: Tradeshows

Building relationships with customers

TODAY'S AGENDA

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SOCIAL MEDIA IS...

1

AUDIENCE CONTENT

& MARKETING STRATEGIES

COMMUNITY &

ENVIRONMENT RELATIONSHIP

50%

1500 LIKES

SOCIAL MEDIA: B2B vs B2C

B2B B2C

AUDIENCE

Services + Products + Information

= Profession or Business

Services + Products + Information

= Personal Life

VS

Informative & Specific

Logical & Professional

Highlights Features

Influential

Educational

Very Niche Subject

Lead Driven

Highlights Business

General Public: Limited

Understanding

Longer Sales Cycle

B2B CONTENT & MARKETING STRATEGIES CONTENT & MARKETING STRATEGIES

B2B

Emotionally Driven

Focuses on Themes

Broad: targeted to conform their

audience

Variations

Novelty

Promotional/Discounts: 'Like this

for That'

Fan Involvement

General Public: Understanding

Immediate Buying Decision

B2C

Abbe Nelson: “I gave my garbage man the wrong Xmas card one year. I didn't find out for 2 weeks as my Uncle who lived in Wales said thanks for the $20. As I thought about what I had done and what I wrote, I Love you, can't wait until I see you, and here is my phone number if you don't have it. Gee , no wonder the trash man looked at me so funny for the past 2 weeks.”

Hefty : “That is too funny, Abbe! Thanks for making us smile.”

Comfortable

Relaxed Tone

Community connected through brand

Spontaneous Visits/ interaction

COMMUNITY & ENVIRONMENT

Consumer

Frequent Visits

DOUG: “I look forward to this list every year. In fact one year my electrical contractor made it on the list and I gave him the wrong congratulations card. As I thought about what I had done and what I wrote, I love you, can't wait until I see you, and here is my phone number if you don't have it. Gee, no wonder the contractor looked at me so funny for the past 2 weeks.”

Community connected because of professional interests or business

Professional Tone “Shop Talk”

Common Interests

Industry Experts

Influencers

Lauren: Too funny! I’m sure he was thrilled! Thanks for the laughs

Intellectual &

Professional

B2B B2C Acquaintance, Mild, Professional, Career Oriented

Friendly, Warm, Subjective, Personal Experiences

VS

RELATIONSHIP

AT THE END OF THE DAY b2b & b2c are connecting…

Bring home the

bacon $$

Constantly Building Add

Value Interaction

Sharing Cohesive

Connections Participation

Leads Rhetoric

Potential Buyers

Seeking Information

Target Demographics Drive Attention

Brand Awareness

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6 Degrees of Kevin Bacon

Penton's Conversion Funnel

T-TRUST

O- ON BOARD

N- NEW RELATIONSHIP

N- NEW CUSTOMER

E- ENGAGE

P- POSTED UP John sees a Twitter post from a friend.

John engages and likes the content

John is now a new Twitter Follower

John now trusts & loves our content

John is on board: registers for website, subscribes, shares brands content

John sees us at a tradeshow wants to advertise.

In Action

Challenges we face…

What’s Engaging to your readers?

Obtaining Analytics

Time

Seeing the ROI

Identifying target audience

Managing Multiple Brands at a time

Content Presentation

2 STEP 1: Define your brand

IDENTIFYING YOUR AUDIENCE & FOCUSING ON THEIR INTERESTS

STEP 2: Use Web Analytics

Social Referrals

Email Newsletters

Twitter 41.1%

LinkedIn 28.8%

Facebook

17.5%

Google 1.0%

Reddit 3.9%

Stumbleupon 1.5%

Social Shares

Search queries

STEP 3: Defining Wants & Needs

*Data Obtained: http://followerwonk.com/

DETERMINING WHAT SOCIAL MEDIA ACCOUNTS TO USE 3 LinkedIn/LinkedIn Groups: Great for posting business tips, how-to’s, discussing current trends/issues, advice, and connecting with customers (Lead gen)

Facebook: Viral tradeshow coverage on branded page, success stories and emotionally provoking photos

Twitter: Breaking news, pushing relevant content, getting links into the hands of digital managers (Our #1 referral)

YouTube: Getting industry leaders to address important issues, product

tutorials, easily embeddable for your site

Google+: Bio page is great for SEO, good for posting photos of tradeshow

coverage, lists using * * to boldface important notes

WHAT DOESN’T SUIT OUR AUDIENCE?

BLOGS

Blogs are a great way to generate inbound links to your site, develop tone and voice of your company, and to generate socially shareable content that reaches your demographic

BLOGS

4 LinkedIn: Group Page -> ‘i’ icon -> Group Statistics -> Analytics

HOW SOCIAL ANAYLYTICS & ALGORITHMS CAN WORK TO YOUR ADVANTAGE

Twitter: Gear icon -> Twitter Ads -> Analytics

FACEBOOK: Page - > Insights

GOOGLE PLUS: Google Business -> Insights

Algorithms

Source: http://techcrunch.com/2014/04/03/the-filtered-feed-problem/

Source: http://blog.twmg.com.au/tag/google-infographic/

TIPS FOR MANAGING MULTIPLE SOCIAL ACCOUNTS 5

• Timeliness • Organization • Interacting

1. Be Consistent 2. Be Personal 3. Test & Measure

• Establish a voice for brand: IndustryWeek- Go America!

• Engage

• Keep trying new things

• Run a/b tests • Measure analytics • Use Tools

6 B2B SOCIAL MEDIA & MARKETING STRATEGIES: TRADESHOWS

• Preparing • Grow Social Presences • Build Client Relationships • Readers & Attendee Engagement

1. Tradeshows

3. Other Best Practices • Getting Connected • Social Curation

2. Applying to the Future

Huge industry event: 14k attendees

IEEE didn't resign blog contract

Opportunity to provide event news

Drive user engagement & interest

Client exposure & interviews

1. Create: Built out IEEE PES T&D event coverage landing page 2. Meetings & Organization: who's doing what? 3. Booth objectives: giveaways, video interviews, backdrop, tablets 4. Editorial: Content strategies & Social coverage 5. Sales Team: Set up client meetings, schedule interviews

IEEE PES T&D 2014 TRADESHOW CASESTUDY

WHY?

WHAT NEXT?

ARRIVE TECHNOLOGY INTERVIEWS

& PHOTOS

UPLOADS CREATE

• We arrive and are ready for take off

• Laptops, • Cell phones • Tablets • iPhone & iRig

• Begin Interviews 2 minute videos: Product Introductions Latest Technology Industry Trends & Concepts Take Photos

• Upload vides via YouTube

• Embed videos

on to site

• Create photo

galleries

• Post on social

2014 IEEE PES T&D: PREP

VIDEO INTERVIEWS

Event Coverage Site Analysis

• 18.4% page views • Record # Page Views April • Event coverage page

became #1 site section • 3 Days PV’s 24K

• 2K Video views since last event has occurred

• Increased Twitter Followers by 20%

• Created a unique storify page

• Retweeted: • Impressions:

18.4% 2,000 20%

IEEE PES T&D Twitter Analytics

Introduced brand to those

that didn’t know us

Generated Page Views

New Content Opportunities

Created new relationships

Built social media

accounts

What this did for Transmission & Distribution World?

What we learned from IEEE PES T&D?

• Not enough context w/in videos

1. Invaluable Videos don’t work

2. Organization is key 3. Set realistic goals prior to event

• Create schedules for interviews

• Post content in a timely fashion- immediate posting

• Make time for content creation

• Come up w/content goals

• How Many? # videos # galleries # tweets # facebook posts

BLOGS

Improved event coverage strategy

Building key client relationships

Social curation & content opportunities

Storify

Scribd

Slideshare

YouTube

Twitter

Attendee & reader engagement

HOW WE APPLIED FOR THE FUTURE

541,857 ACCOUNTS REACHED

1,173,680 IMPRESSIONS

710 TWEETS

235 RETWEETS

Twitter Stats

This phone is indestructible…

BLOGS Tweeting at companies & sharing their content

White Papers

Webinars

Content

Starting conversations via LinkedIn ideaXchange

Contests (Second Street)

Social Curation

Get whole team on social networks Sales Team: tweeting @companies, contributing via LinkedIn

OTHER BEST PRACTICES

Social Curation

7k Page Views

Social Shares &

Recommendations

What worked for you? Talk to us…. #SMWB2BPENTON

Lauren Watters

Joe Baugnet