eMagine WebinarSocial Media:Deciphering Network Personas For Your B2B

Presented By:

Hannah Beacham

Digital Marketing Strategist

& Social Media Specialist

#socialpersonas

Emily Ahlbum Hannah Beacham

Marketing Manager Social Media Specialist

@EmilyAhlbum @htbeach

Meet The Team!

#socialpersonas

Why Invest In Social Media?

Supports Your SEO Efforts

Branding Opportunity

Thought Leadership

Lead Generation

Referral Traffic To Your Site

Prospecting

Employee Advocacy

Promote Your Content

1.

4.

5.

6.

7.

8.

2.

3.

… and much much more!

“We don’t have a choice on whether we DO

social media, the question is how well we DO

it.”-Erik Qualman

#socialpersonas

1.23 billion

243 million

277 million

1 billion+

SCOPE#socialpersonas

2 GoldenRules

#socialpersonas

#socialpersonas

#socialpersonas

News Anchor

Profile:

Features: Content: Consistency

Complete with profile and featured image

Robust description (focus on the first 30 words)

Employees connected

Careers page if applicable

Showcase Pages

Groups

Job Listings

Advertising

70% Unique Content

20% Events / Company Updates

10% Shared Content

Once per day*

#socialpersonas

Biggest Mistakes

Not Posting Enough

Not Utilizing Company Industry Experts

Lack of Visual Content

Not Taking Advantage of Recruitment

Not Sharing Industry Articles

#socialpersonas

Fact Checker

Profile:

Features: Content: Consistency

Complete with profile and cover photo

Complete description including hashtags if applicable

Complete info including location and URL

Monitor ratio between Following & Followers

Lists

Indexed In Google

Hashtags

Advertising

Short & Sweet

Links, Images, Hashtag = Trifecta

Engage

3-5 unique tweets per day*

#socialpersonas

Biggest Mistakes

#overusing #hashtags

Not Utilizing #Hashtags

Posting Consistency

Linking To Your Website

Community Management

Employee Advocacy

#socialpersonas

Extrovert

Profile:

Features: Content: Consistency

Consistent channel art & logo

Channel description

Social Icons

Playlists

SEO Optimization

Featured Video

Analytics

Advertising

100% Unique Content

Focus On High Quality

Webinars / Presentations

Dependent on availability

Re-share

#socialpersonas

Biggest Mistakes

Not Re-sharing Content On Other Networks

Responding To Comments

Promotion

Monitoring Analytics

Stick To High Quality

Optimization

#socialpersonas

Friendly Neighbor

Profile:

Features: Content: Consistency

Complete with profile and branded images

Full about section

Custom tabs

Custom URL

Apps & Customization

Groups

Insights

Advertising

30% Blog Content

60% Events / Company Updates

10% Shared Content

Once per day*

#socialpersonas

Biggest Mistakes

Not Understanding How To Utilize It

Too Stuffy

Not Tagging

Not Enough Visuals

Not Utilizing Videos *YouTube!

Employee Engagement

#socialpersonas

Consistent Branding

SYNERGY- All of your profiles should feel similar. Focus on promoting

content tailored to each network instead of using the same copy across

all profiles.

MESSAGING- While you want the

content to vary you want the voice

to sound similar. Determine how you

want to come across and stay

consistent.

VISUAL- Use the same branding

across all networks. Use your logo as

your profile picture and a consistent

cover photo that mimics your web

design.

#socialpersonas

Complete Content Marketing Checklist

Create an effective and optimized landing page

Write a blog on similar topic & provide CTA to download White Paper

Share that blog on the company’s social media networks

Send out an email blast promoting the White Paper

Promote through PPC

Promote through paid ads on social media

Create a video about it if possible/relevant

Write a PR about the topic if newsworthy and applicable

Host a webinar about the topic

Partner with an industry association to help create & distribute the whitepaper

Publish the blog on LinkedIn using the new publishing tool

Promote the White Paper in relevant LinkedIn industry groups

Create SlideShare presentation on similar topic& use a CTA to the whitepaper landing pageWrite a guest blog post on a similar topic, include CTA to the whitepaper landing page

Turn landing page into a Facebook app tab

1.

4.

5.

6.

7.

8. 15.

14.

13.

12.

11.

10.

9.

2.

3.

#socialpersonas

Social Media Plan – Webinar

Blog announcing webinar

Blog with follow up questions (after)

Share announcement and registration formShare blog posts

Continued posting w/ registration link leading up

Hashtag creation

Posting (blogs & registration)

Live Tweet

Posting (blogs & registration)

Tagging speakers and involved companies

Post recorded Webinar *Slidshare

Share recording on all channels

#socialpersonas

Blended Strategy

Digital Marketing Strategist

Social Media Coaching

Paid Advertising

CRO

Keyword Strategy

Content Optimization

Blog Coaching

#socialpersonas

Questions?

##socialpersonas