b2b social media strategies that work: best practices by leading brands

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© 2015 Brandwatch.com

Webinar/B2B Social Strategies: Best Practices by Leading Brands

Dave ArmonCommunity Manager

[email protected]

CMO, 3BL Media

[email protected]

Phillip AgnewContent Manager

[email protected]

Natalie Meehan

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© 2015 Brandwatch.com2

Don’t be shy/We’d love your participation

• Ask questions in the session chat

• Tweet about our discussion

@brandwatch

#brandwatchtips

A download and recording of the webinar will be made available after the event

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Coming Up

• B2B State of Social

• Best Practices

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A Pivotal Moment

31 million mentions per year

3,690 thousand posts an hour

One new postevery second

Yet 42% of B2B brands have no presence on social

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The State of Social

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The State of Social

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The State of Social

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© 2015 Brandwatch.com© 2015 Brandwatch.com

Best Practices

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1. Communicate where your audience communicates

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Leading on Instagram

GE - /generalelectric1,430 LIKES | 28 COMMENTS

MailChimp - /mailchimp231 LIKES | 14 COMMENTS

Sprout Social - /sproutsocial42 LIKES | 3 COMMENTS

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Instagram trumps Twitter for engagement120,000 earned mentions / 3,000 owned mentions – per year

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Forums1,038,000 earned mentions / 1,140 owned mentions – per year

84% of consumers take action based

on reviews and recommendations

above all other forms of

advertising

Nielsen

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How many customers are lost on forums?

30,971 unanswered

negative mentions

619,420 impressions

84% of which lose brand

faith

Over 500,000 consumers lost on forums

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2. Communicate using the same social language

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How different industries communicate

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Hashtag Hitchhiking Use a trending hashtag to engage a large audience

Is the hashtag about something

your brand should connect to?

Can your brand add a valuable

contribution to the conversation?

Is the hashtag generating a

significant amount of conversation

online?

1 2 3

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Hashtag Hitchhiking Examples

Brandwatch React @BW_React421 RETWEETS | 174FAVORITES

#Eurovision2015: Which country

tweeted most about #Eurovision … the UK with 280,000

tweets

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Hashtag Hitchhiking Examples

Brandwatch React @BW_React298 RETWEETS | 172 FAVORITES

#LeadersDebate: And the winner is …

Nicola Sturgeon, with the highest

volume of neutral and positive mentions.

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3. Learn the best time to post

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A common problemRetail and Aerospace

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4. Capitalize on specific conversation

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Intent to purchase mentions and customer service mentions

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A Convergys Corp. Studyfound that one negative online

review can cost a business an average loss of 30

customers

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B2B examples

@senorpedro97 Peter, plz try installing again

using this link intel.ly/1lzH4hc. Feel free to contact us for further

assistance.

Salesforce Support @asksalesforce

8,127 FOLLOWERS

Intel Support @IntelSupport

1,051 FOLLOWERS

Vmware Cares @VMwareCares38,200 FOLLOWERS

@bandit_hat_ Hi, were you able to update in the end? Can we help you with anything?

@CaptainPalapa Will, sounds like you could use some help! What

can I do for you today?

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BT have calculated the annual net

cost savings of delivering customer

service via social = £2 million

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A Pivotal Moment

31 million mentions per year

3,690 thousand posts an hour

One new postevery second

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A Pivotal Moment

3,000 negative

mentions per brand each

year

500,000 potentialcustomers lost

on forums

One new social lead each day

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Download the report:brandwatch.com/b2b-report

[email protected]

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@brandwatch

plus.google.com/+brandwatch1

b2b social media strategies that work: best practices by leading brands

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