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.

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#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

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#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

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#brandwatchtips
© 2015 Brandwatch.com
Coming Up
• B2B State of Social
• Best Practices

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#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

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#brandwatchtips
© 2015 Brandwatch.com
The State of Social

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#brandwatchtips
© 2015 Brandwatch.com
The State of Social

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#brandwatchtips
© 2015 Brandwatch.com
The State of Social

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#brandwatchtips
© 2015 Brandwatch.com© 2015 Brandwatch.com
Best Practices

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#brandwatchtips
© 2015 Brandwatch.com
1. Communicate where your audience communicates

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#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

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#brandwatchtips
© 2015 Brandwatch.com
Instagram trumps Twitter for engagement
120,000 earned mentions / 3,000 owned mentions – per year

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#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

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#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

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#brandwatchtips
© 2015 Brandwatch.com
2. Communicate using the same social language

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© 2015 Brandwatch.com
How different industries communicate

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#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

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#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

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#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.

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#brandwatchtips
© 2015 Brandwatch.com
3. Learn the best time to post

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#brandwatchtips
© 2015 Brandwatch.com
A common problem
Retail andAerospace

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#brandwatchtips
© 2015 Brandwatch.com
4. Capitalize on specific conversation

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#brandwatchtips
© 2015 Brandwatch.com
Intent to purchase mentions and customer service mentions

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#brandwatchtips
© 2015 Brandwatch.com
A Convergys Corp. Study
found that one negative online
review can cost a business
an average loss of 30 customers

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#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?

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#brandwatchtips
© 2015 Brandwatch.com
BT have calculated the annual net
cost savings of delivering customer
service via social = £2 million

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#brandwatchtips
© 2015 Brandwatch.com
A Pivotal Moment
31 million
mentions
per year
3,690 thousand
posts an hour
One new post
every second

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#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

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#brandwatchtips
© 2015 Brandwatch.com© 2015 Brandwatch.com
Q & A

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#brandwatchtips
© 2015 Brandwatch.com
Download the report:
brandwatch.com/b2b-report
contact@brandwatch.com
facebook.com/brandwatch
@brandwatch
plus.google.com/+brandwatch1