SOCIAL MEDIA 2.0:

IDENTIFYING AND ENGAGING B2C & B2B CUSTOMERSPresented by:

Anthony Martinez Beven

Digital Marketing Consultant

ABOUT ANTHONY…

Anthony Martinez Beven has been working in Corporate Marketing since 2006, starting in Corporate Communications and moving into Social / Digital Marketing in 2010

Anthony has built and / or enhanced social / digital programs as an in-house SME or consultant at several notable companies, most recently Kelly Services and DTE Energy

He is currently available for consulting engagements and opportunities. You can reach him via e-mail: amb71883@gmail.com

Be sure to also follow him on Twitter @socmi, and join his LinkedIn discussion group: Social Media 2.0 Strategies

BEFORE YOU BEGIN YOUR JOURNEY...

Ask and gets answers for the following... What are the overarching business objectives for your company

(B2C / B2B or both)?

Have you or an external consultant or agency conducted an audit of your social presence to see where you are at?

What are you current resources that can be leveraged for social efforts?

Are you leaders willing to invest in people, programs and strategies that require budget dollars?

THINGS TO KEEP IN MIND

Social is not an insta-fix for lead generation / sales

Social is a lead-nurturing tool (just like e-mail)

Social is ever-changing, and just because something worked last year doesn't mean it will work today

Example: social network algorithms are pushing reach and engagement down to force companies into social ads

Social is marketing and as much about planning and tracking results for ROI as any other area of Marketing

B2C SOCIAL PROGRAMS 1/3

Figure out what social networks your B2C customers are on, and build separate channel / content strategies and engagement tactics for each of those networks (audit)

Develop a monthly social content calendar to ensure brand messaging is consistent with other brand marketing efforts (one company, one voice)

The calendar should encompass: Networks being posted to

Cadence of social posts

Engagement activity

Social-to-web traffic, among other priorities

Develop, document and oversee the information-gathering and review process with internal stakeholders - they own the messages you are publishing, not you

It’s helpful to develop a social style guide and share it with stakeholders, so they give you the messages in an already curated format

Work with Customer Service and Product Marketing Teams to develop, document and facilitate a customer response process, inclusive of a living FAQ document, issue escalation procedure, etc.

Develop regular reporting on social post performance and next steps on improving performance

B2C SOCIAL PROGRAMS 2/3

Develop and launch a sustainable employee ambassadorship program

What is needed? An employee social media policy or guidelines when employees use

social on-the-job, or in their personal time when speaking on behalf of brand

Identify employee social media rock stars to take part in the program for employer-branding and products/services messaging

Choose a tool to support and simplify the social-post sharing process

Measure and report on these efforts via reporting dashboards of tools and websites (i.e. www.klout.com)

B2B SOCIAL PROGRAM 1/3

A social B2B program looks completely different than a B2C one

If you are a selling a B2B product or service you likely aren't going to reach your intended audience on Facebook (unless you are advertising, and we’ll get to that) - most likely it's going to be LinkedIn and Twitter

You need your product SME's sharing pre-packaged social posts with: Their social connections on LinkedIn via profile posting and posting to LinkedIn discussion

groups

Pre-identified industry social influencers and hash tags on Twitter There are consultants (me), agencies (Identity) and tools (InsightPool) that can do this

Establish, build and capitalize on relationships with bloggers within your industry to reach their already established audiences (don't re-create the wheel and build a new effort from scratch, it won't work)

There are tools to support efforts to pitch paid and unpaid blogging opportunities (i.e. blogdash)

B2C & B2B PROGRAMS 3/3

Social advertising is a necessary component to a social 2.0 program - doesn't have to be the biggest component, but you have to do it

Pilot social ad efforts in-house to fully understand how each of the social ad platforms work on Facebook, Twitter and LinkedIn

Social ad dollars usually come from other budgets - and that's how it should be

Once you've piloted social ad efforts, build a program and launch it (with a consultant or agency facilitating it - it will get way too big, too fast for any in-house SME or small SME team to manage)

You'll need a social ad calendar, encompassing: The ad messaging

Target audience (you can hyper-target, and the options are endless - just keep in mind the more granular you get, the smaller your audience gets)

Right-sized images

Run-time of the ad (2-4 weeks is typical)

Budget

Work with your consultant or agency to develop a monthly measurement report for your internal stakeholders who are paying for the ads (they will ask for it, so get it out of the way before they do)

SOCIAL 2.0 INFRASTRUCTURE

Social Marketing Manager/Director

Social Analyst / Team Lead

All Vendors for Reporting Purposes

Social Listening Vendor

Community Manager

SMMS Vendor for Comm. Mgmt.

Advocacy Specialist

Employee & Influencer Content-

Sharing Vendors

Promotional Specialist

Social Advertising Vendor & SMMS

Vendor for contests

Digital / Social Consultant or

Agency

THANK YOU FOR YOUR ATTENTIVENESS