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B2B Social Media Strategies That Work: Best Practices by Leading Brands

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Social media has always been a challenge for B2B organizations, particularly when it comes to connecting it to actual revenue and ROI.

That’s why in our latest sector report—the first of its kind in the B2B market—we analyzed how 200 of the world’s largest B2B companies use social media across 10 industries…and defined strategies that can produce real value for your organization.

Join us for this free webinar where we’ll share our findings, including:

Best practices for engaging audiences on social
The role social plays in the consumer purchase cycle
Guidelines for how your brand can use social in line with industry benchmarks
Join the conversation on Twitter using the hashtag #brandwatchtips.

Published in: Social Media

B2B Social Media Strategies That Work: Best Practices by Leading Brands

  1. 1. 1 #brandwatchtips © 2015 Brandwatch.com Webinar/ B2B Social Strategies: Best Practices by Leading Brands Dave Armon Community Manager PhilA@brandwatch.com CMO, 3BL Media darmon@3blmedia.com Phillip Agnew Content Manager Natalie@brandwatch.com Natalie Meehan
  2. 2. 2 #brandwatchtips © 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
  3. 3. 3 #brandwatchtips © 2015 Brandwatch.com Coming Up • B2B State of Social • Best Practices
  4. 4. 4 #brandwatchtips © 2015 Brandwatch.com A Pivotal Moment 31 million mentions per year 3,690 thousand posts an hour One new post every second Yet 42% of B2B brands have no presence on social
  5. 5. 5 #brandwatchtips © 2015 Brandwatch.com The State of Social
  6. 6. 6 #brandwatchtips © 2015 Brandwatch.com The State of Social
  7. 7. 7 #brandwatchtips © 2015 Brandwatch.com The State of Social
  8. 8. 8 #brandwatchtips © 2015 Brandwatch.com© 2015 Brandwatch.com Best Practices
  9. 9. 9 #brandwatchtips © 2015 Brandwatch.com 1. Communicate where your audience communicates
  10. 10. 10 #brandwatchtips © 2015 Brandwatch.com Leading on Instagram GE - /generalelectric 1,430 LIKES | 28 COMMENTS MailChimp - /mailchimp 231 LIKES | 14 COMMENTS Sprout Social - /sproutsocial 42 LIKES | 3 COMMENTS
  11. 11. 11 #brandwatchtips © 2015 Brandwatch.com Instagram trumps Twitter for engagement 120,000 earned mentions / 3,000 owned mentions – per year
  12. 12. 12 #brandwatchtips © 2015 Brandwatch.com Forums 1,038,000 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
  13. 13. 13 #brandwatchtips © 2015 Brandwatch.com 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
  14. 14. 14 #brandwatchtips © 2015 Brandwatch.com 2. Communicate using the same social language
  15. 15. 15 #brandwatchtips © 2015 Brandwatch.com How different industries communicate
  16. 16. 16 #brandwatchtips © 2015 Brandwatch.com 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
  17. 17. 17 #brandwatchtips © 2015 Brandwatch.com Hashtag Hitchhiking Examples Brandwatch React @BW_React 421 RETWEETS | 174FAVORITES #Eurovision2015: Which country tweeted most about #Eurovision … the UK with 280,000 tweets
  18. 18. 18 #brandwatchtips © 2015 Brandwatch.com Hashtag Hitchhiking Examples Brandwatch React @BW_React 298 RETWEETS | 172 FAVORITES #LeadersDebate: And the winner is … Nicola Sturgeon, with the highest volume of neutral and positive mentions.
  19. 19. 19 #brandwatchtips © 2015 Brandwatch.com 3. Learn the best time to post
  20. 20. 20 #brandwatchtips © 2015 Brandwatch.com A common problem Retail andAerospace
  21. 21. 21 #brandwatchtips © 2015 Brandwatch.com 4. Capitalize on specific conversation
  22. 22. 22 #brandwatchtips © 2015 Brandwatch.com Intent to purchase mentions and customer service mentions
  23. 23. 23 #brandwatchtips © 2015 Brandwatch.com A Convergys Corp. Study found that one negative online review can cost a business an average loss of 30 customers
  24. 24. 24 #brandwatchtips © 2015 Brandwatch.com 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 @VMwareCares 38,200 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?
  25. 25. 25 #brandwatchtips © 2015 Brandwatch.com BT have calculated the annual net cost savings of delivering customer service via social = £2 million
  26. 26. 26 #brandwatchtips © 2015 Brandwatch.com A Pivotal Moment 31 million mentions per year 3,690 thousand posts an hour One new post every second
  27. 27. 27 #brandwatchtips © 2015 Brandwatch.com A Pivotal Moment 3,000 negative mentions per brand each year 500,000 potential customers lost on forums One new social lead each day
  28. 28. 28 #brandwatchtips © 2015 Brandwatch.com© 2015 Brandwatch.com Q & A
  29. 29. 29 #brandwatchtips © 2015 Brandwatch.com Download the report: brandwatch.com/b2b-report contact@brandwatch.com facebook.com/brandwatch @brandwatch plus.google.com/+brandwatch1

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