©2015 EarthLink. All rights reserved.

Social Media Engagement for Sales & B2B Partner Channels

Skeeter HarrisApril 13, 2015

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©2015 EarthLink. All rights reserved.

EarthLink snapshotWe build and manage networks and technology that help you deliver great customer experiences.

• Managed network, security, and cloud solutions for multi-location retail and service businesses• Founded in 1994• Nearly 1 million customer

relationships• Over $1 billion in revenue

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©2015 EarthLink. All rights reserved.

Social Media at @EarthlinkChannel Followers Post/Day Growth

Twitter 1,787 4-6 54.4 %

LinkedIn 25,960 2 11.8 %

Facebook 31,520 1-2 13.75 %

Google+ 626 1-2 45.48 %

Blog n/a 1/week

GaggleAMP 177 2-3

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©2015 EarthLink. All rights reserved.

Hub and spoke content strategy

• Create thought leadership content that provides value and establishes trust

• Cross promote content from blog/website on social to drive awareness and SEO

• Evangelize social within EarthLink to build social equity and diversity

• Proactively engage in conversations online

• Share updates on product campaigns, events, trends, EarthLink news, Support

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©2015 EarthLink. All rights reserved.

Service levels – Product campaigns

• What’s needed before launch• Logistics• Messaging• Assets

• Delivering to the organization• Before Launch• After Launch

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©2015 EarthLink. All rights reserved.

Service levels – Events

• What’s needed before launch• Logistics• Messaging• Assets

• Promoting the event• Getting ready• During the event• Post event

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©2015 EarthLink. All rights reserved.

Evangelizing Sales with social selling

• Meet with sales teams and leaders• Why me?• Avoid Draconian social media policy• Train on basics and best practices• Tools and techniques

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©2015 EarthLink. All rights reserved.

Content marketing for B2B Partners• Cross promote• Steady stream of content• Hashtags• Guest Blogging

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©2015 EarthLink. All rights reserved.

Employee Advocacy Tool• Keep content interesting• Diversity• Tailor posts to their audience• Crowd source content• Share best practices

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©2015 EarthLink. All rights reserved.

Managing the Gaggle & Success• Pay attention to your members• Watch for overload• Prune and grow• Leverage actions• Share success stories

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©2015 EarthLink. All rights reserved.

‘Love the ability to schedule posts to my partners & agents’

‘Agents are linking and adding our content to their web presence’

‘Prospects engage with me more frequently based on my posts’

‘One tweet and Agent RT, turned into 75 location Retailer opportunity!’