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B2B Social Media Plan

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How To Architect a B2B Social Plan That Gets More Leads and Sales

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B2B Social Media Plan

  1. 1. HOW TO ARCHITECT A B2B SOCIAL PLAN THAT GETS MORE LEADS AND SALES Ryan Deiss - CEO, DigitalMarketer.com
  2. 2. #tcs2017 | @ryandeiss
  3. 3. THE HARSH REALITY… Organic reach isn’t ______, but it is on _______________? DEAD LIFE SUPPORT
  4. 4. https://www.businessesgrow.com/2018/01/12/facebook-announcement/
  5. 5. In other words…
  6. 6. POSTING AND PRAYING DOESN’T WORK… =
  7. 7. If you’re going to WIN at social, you need to be willing to ____.PAY
  8. 8. WHY PEOPLE SAY THEY USE SOCIAL MEDIA 1. Stay in touch with friends - 42% 2. Stay up to date with current events - 41% 3. Fill up spare time - 39% 4. To find funny or entertaining content - 37% 5. General networking with people - 34% 6. Because my friends are there - 33% 7. To share photos and videos - 32% 8. To share my opinion - 30% 9. To research/find products to buy - 29% 10. To meet new people - 27%
  9. 9. FACE THE FACTS… The real goal of social media is to ________ _____. :)WASTE TIME
  10. 10. WHICH MEANS… Social media is __________________.ENTERTAINMENT
  11. 11. WHICH MEANS… Anything ______________ is an ________________. COMMERCIAL INTERRUPTION GET OVER IT!
  12. 12. THE KEY IS BALANCE… Pure ______________ is ignored. Pure __________ is never seen. And that’s why YOU must do ______. ADVERTISING CONTENT BOTH
  13. 13. THE 5-STEP 
 SOCIAL PLAN
  14. 14. STEP 1: Choose Your ___________CHANNELS
  15. 15. STEP 2: Develop Your __________CONTENT
  16. 16. STEP 3: Engage With Your ___________AUDIENCE
  17. 17. STEP 4: Measure Your __________RESULTS
  18. 18. STEP 5: Amplify Through ______________ADVERTISING
  19. 19. STEP 1: CHOOSE YOUR CHANNELS
  20. 20. THE BIG SEVEN
  21. 21. • 2 BILLION users (and counting) • Everyone and their mom…and their’s mom’s mom • Best for reaching millennials and Get X’ers 
 (Gen X spends nearly 7 hours per week on social) THE 800-POUND GORILLA SOURCE: https://www.socialmediatoday.com/social-networks/top-social-network-demographics-2017-infographic
  22. 22. THE CONTENDER • Young professionals 
 (90% of users are under 35) • Fastest growing social platform • Owned by Facebook so ads are easy • Brand-friendly 
 (53% of users follow brands) SOURCE: https://www.socialmediatoday.com/social-networks/top-social-network-demographics-2017-infographic
  23. 23. THE B2B GIANT • Ideal for targeting professionals • Generally higher income 
 (45% of users earn $75k or more) • Best for reaching millennials and Get X’ers 
 (Gen X spends nearly 7 hours per week on social) SOURCE: https://www.socialmediatoday.com/social-networks/top-social-network-demographics-2017-infographic
  24. 24. THE FRIEND OF COMMERCE SOURCE: https://www.socialmediatoday.com/social-networks/top-social-network-demographics-2017-infographic • Skews 30-something and female • Highest half-life for posts of any social platform • Great for commerce (lots of consumer intent)
  25. 25. • Second largest search engine (next to Google) • Great for “how to” and entertainment content • Audience is pretty much everyone (the new TV) • Comments drive interactions… still more of a distribution than a “social” play THE CUTTER OF CHORDS SOURCE: https://www.socialmediatoday.com/social-networks/top-social-network-demographics-2017-infographic
  26. 26. • Organic reach is non-existent unless you’re a big brand • 53% of users NEVER post • Users spend less than 3 minutes a day on the app • Best for social listening and customer care THE BRAND SOCIAL LISTENER SOURCE: https://www.socialmediatoday.com/social-networks/top-social-network-demographics-2017-infographic
  27. 27. • Skews very young • Worth getting in early if you have the resources • Jury is still out for B2B THE NEW KID SOURCE: https://www.socialmediatoday.com/social-networks/top-social-network-demographics-2017-infographic
  28. 28. STEP 2: DEVELOP YOUR CONTENT
  29. 29. SOCIAL CONTENT TYPES 1. Repurpose the Proven (recreate to fit the channel) 2. Answer their questions 3. In Case You Missed It Content (re-share high- performing content…yours or a related brand’s content)
  30. 30. CONTENT TYPE #1
 Repurpose the Proven
  31. 31. CASE STUDY: REPURPOSE THE PROVEN
  32. 32. CASE STUDY: REPURPOSE THE PROVEN 7 months later… …solid organic reach!
  33. 33. CASE STUDY: REPURPOSE THE PROVEN Interesting quotes from the blog…
  34. 34. CASE STUDY: REPURPOSE THE PROVEN …become an Instagram post.
  35. 35. CONTENT TYPE #2
 Answer Their Questions
  36. 36. SOURCE: http://nytimes.com/2013/02/28/business/smallbusiness/increasing-sales-by-answering-customers-questions.html
  37. 37. Blog Podcast Paid Membership Events VC Fund Co-Working Space
  38. 38. quora.com
  39. 39. Need more ideas?
  40. 40. answerthepublic.com
  41. 41. CONTENT TYPE #3
 In Case You Missed It
  42. 42. BuzzSumo.com
  43. 43. CONTENT 
 BEST PRACTICES DO repurpose across channels DO answer questions DO repost great content 
 (even if it isn’t “yours”) DO maintain a healthy content “mix”
 (Social loves diversity: video, long-form, short posts, images, polls, stories, etc.) DO use native tools
 (ex. Instagram Stories, FB Live, LinkedIn native video, etc.)
  44. 44. STEP 3: ENGAGE WITH YOUR AUDIENCE
  45. 45. DETERMINING YOUR “PRIME TIME” (HINT: Use FB and Instagram Insights)
  46. 46. MATCH YOUR POST TO THE CHANNEL This blog post…
  47. 47. …became these social posts.
  48. 48. ENGAGEMENT BEST PRACTICES DON’T beg for likes and shares DON’T optimize for clicks, alone DO optimize for conversations 
 (i.e. comments) DO customize your content 
 (every platform is different) DO monitor post times
 (FB Insights tell you high-engagement times) DO feed the beast! 
 (Frequency matters!)
  49. 49. STEP 4: MEASURE YOUR RESULTS
  50. 50. SOCIAL METRICS THAT MATTER • Post Engagement 
 (Comments are MUCH bigger than likes and shares.) • Average Reach Per Post 
 (If average is in decline, post less and focus on quality.) • Profile Page Views 
 (Shows people are directly seeking your brand and your content…social channels like to see people looking for your brand.) • Subscriber/Follower Count 
 (Should be growing, but focus on engaging who you have. Organic growth is difficult….hence the need for step 5.)
  51. 51. STEP 5: AMPLIFY THROUGH ADVERTISING
  52. 52. REMEMBER: POSTING AND PRAYING DOESN’T WORK… =
  53. 53. Once you have a winning post, ____ expand your reach.PAY IN OTHER WORDS…
  54. 54. CONTENT AMPLIFICATION
  55. 55. How Content Amplification Works… AWARE ENGAGE CONVERT
  56. 56. But what about the people who don’t convert right away? RETARGETING
  57. 57. How Retargeting Works…
  58. 58. How Content Amplification Works…
  59. 59. Goal #1 is to build a _________ audience.PIXELED
  60. 60. But how do you do it?
  61. 61. ANSWER: FACEBOOK CUSTOM AUDIENCES
  62. 62. AND IT’S NOT JUST FACEBOOK…
  63. 63. RETARGETING LINKS AND RESOURCES https://www.facebook.com/business/learn/ facebook-ads-website-custom-audiences https://www.facebook.com/business/a/ online-sales/custom-audiences-website http://www.digitalmarketer.com/facebook- new-pixel/ http://www.digitalmarketer.com/facebook- advertising-targeting-options-social/
  64. 64. WAIT!What should my ad say?
  65. 65. How Content Amplification Works…
  66. 66. THE AD GRID SOURCE: https://www.digitalmarketer.com/blog/build-traffic-campaigns/
  67. 67. How Content Amplification Works…
  68. 68. FINAL THOUGHT… Pure ______________ is ignored. Pure __________ is never seen. And that’s why YOU must do ______. ADVERTISING CONTENT BOTH
  69. 69. linkedin.com/in/ryandeiss/ @ryandeiss THANK YOU! :) @ryandeiss

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