Date post: | 26-Jun-2015 |
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T H R E E K E Y S
T O S O C I A L M E D I A S U C C E S S I N
B 2 B C O M M U N I C AT I O N S
Jenn Quader
Vice President, Client Services
Brower, Miller & Cole
@jennquader
Jenn Quader
h e l l o !
3 Things To Know About Jenn
1) Started my career as a TV journalist
2) “Big Agency” credentials
3) Hold an MA in Global Communications
from the American University of Paris
h e l l o !
Jenn Quader
Vice President, Client Services
Brower, Miller & Cole
@jennquader
Jenn Quader
Is
Business-To-Business really
a “social media” industry?
RELATIONSHIPS
Social media is all about building
trust, rapport, and relationships
beyond the services or products we
sell.
--Social Media Examiner
“ ”
• Increase Brand Awareness
H O W C A N S O C I A L M E D I A H E L P
B 2 B C O M PA N I E S ?
• Increase Brand Awareness
• Humanize the company
H O W C A N S O C I A L M E D I A H E L P
C R E C O M PA N I E S ?
• Increase Brand Awareness
• Humanize the company
• Establish Thought Leadership
H O W C A N S O C I A L M E D I A H E L P
C R E C O M PA N I E S ?
• Increase Brand Awareness
• Humanize the company
• Establish Thought Leadership
• Connect with clients,
prospects and industry
influencers
H O W C A N S O C I A L M E D I A H E L P
C R E C O M PA N I E S ?
The pr inc ip les are the
same for
per sona l brands .
• Stand out in your industry
A S A N I N D I V I D U A L , Y O U C A N
U S E S O C I A L M E D I A T O :
• Stand out in your industry
• Demonstrate your expertise
A S A N I N D I V I D U A L , Y O U C A N
U S E S O C I A L M E D I A T O :
• Stand out in your industry
• Demonstrate your expertise
• Attract referrals and new clients
A S A N I N D I V I D U A L , Y O U C A N
U S E S O C I A L M E D I A T O :
QUICK SUCCESS STORY
Coy Davidson
Q U I C K S U C C E S S S T O RY
Coy Davidson
Leasing Broker –
Colliers Houston
Q U I C K S U C C E S S S T O RY
Coy started using
social media as a
personal branding
tool.
Q U I C K S U C C E S S S T O RY
Coy started using
social media as a
personal branding
tool.
Q U I C K S U C C E S S S T O RY
Last year, Coy
reported that he had
more than doubled
the volume of his
referrals.
Q U I C K S U C C E S S S T O RY
Real estate has always been a
social business, and using the speed
and reach of online social tools to
expand your network will only
become increasingly important.”
--Coy Davidson
Colliers Houston
“
”
How To Do i t ?
1) Create a Content Strategy
2) Share Content Strategically
3) Understand (and Use) Specific Platforms
3 K E Y S T O S O C I A L M E D I A S U C C E S S
What Do I Mean By
CONTENT?
K E Y # 1 :
C r e a t e a C o n t e n t S t r a t e g y
Step 1: Positioning - decide on your message
C R E A T E A C O N T E N T S T R A T E G Y
M E E T J O E
• Joe is the same guy
M E E T J O E
• Joe is the same guy
….at the gym
M E E T J O E
• Joe is the same guy
….at the gym
….at the office
M E E T J O E
• Joe is the same guy
….at the gym
….at the office
….on vacation
M E E T J O E
• That means Bank of America is the same
….on its website
….on social media
….in its branches
M E E T J O E
• That means Bank of America is the same
….on its website
….on social media
….in its branches
Be sure your personal brand has the same
positioning on all channels.
M E E T J O E
Step 1: Positioning - decide on your message
Step 2: Strategic Selection – choose your
distribution tools
C R E A T E A C O N T E N T S T R A T E G Y
I t ’s a Jungle Out There
K E Y # 2 :
S h a r e C o n t e n t S t r a t e g i c a l l y
-39- 39
Your
Message
Blog
Twitter Vimeo /
YouTube
Emails
Website
Publicity
C O N T E N T 3 6 0 U T I L I Z AT I O N
K E Y # 3 :
U s e h e l p f u l t o o l s t o s h a r e
c o n t e n t s t r a t e g i c a l l y
Two S p e c i f i c
S o c i a l M e d i a P l a t f o r m s
(Other good social media platforms to consider)
• More than 259 million users
• Most popular social network for professionals
• Extremely powerful as a credible and business-focused social
networking tool
W H Y L I N K E D I N ?
1) Ensure your profile reflects your personal brand
2) Establish your expertise
– Post status updates
– Use Pulse to follow and comment on relevant news
3) Build your business network
– Join Groups
– Use Advanced Search to identify potential new connections
4) Nurture your business network
– Make your profile easy to find and share
– Export emails
U S I N G L I N K E D I N S T R A T E G I C A L L Y
E N S U R E YO U R P R O F I L E
R E F L E C T S YO U R
P E R S O N A L B R A N D
1) Professional Profile Photo
2) Complete Your Profile
3) Customize your public profile URL
– Make your profile look more professional (and easier to share)
– Instead of a URL with bunch of numbers at the end, can look like
this: http://www.linkedin.com/in/jennquader.
– Customize your URL by going here and clicking Customize your public
profile URL down on the right-hand side.
E N S U R E Y O U R P R O F I L E R E F L E C T S
Y O U R P E R S O N A L B R A N D
E S TA B L I S H YO U R E X P E R T I S E
E S T A B L I S H Y O U R E X P E R T I S E :
P O S T Y O U R C O N T E N T
• Keep it focused on your message
• Answer questions
• Build on other people’s content
• Don’t be boring!
S T R A T E G I C P O S T I N G
Use Pulse to keep track of industry news
• Follow specific Influencer contributors, publishers, or topic-related
channels to stay on top of news and stories in your industry
• Sign up for daily or weekly email summary notifications of Pulse
news
• Sign up for instant notifications when Influencers you're following post
something new
• Use all of the above as fuel for your content – comments, discussions,
etc.
E S T A B L I S H Y O U R E X P E R T I S E
Experiment with LinkedIn's publishing platform
• You don't have to be an influencer to publish a new article
to LinkedIn Pulse.
• Publishing is now available to all users
• Experiment with how this feature can support your personal
brand. Hubspot has a good article about how to do it here.
E S T A B L I S H Y O U R E X P E R T I S E
BU I L D YO U R
BU S I N E S S N E T WO R K
Use Advanced Search options
• Use Advanced Search to find prospects
B U I L D Y O U R B U S I N E S S N E T W O R K
Make New Connections
• Take the time to be personal and real
B U I L D Y O U R B U S I N E S S N E T W O R K
Join Relevant Groups and Leverage Connections
• Join relevant groups to enable more messaging and profile
viewership capabilities
• Group members can:
– Bypass the need to be a first-degree connection in order to
message someone
– View profiles of other members of the same group without
being connected
B U I L D Y O U R B U S I N E S S N E T W O R K
N U R T U R E YO U R
BU S I N E S S N E T WO R K
Connect via email by exporting connections
• Under Connections in
LinkedIn's top navigation,
just click on Keep in Touch,
click the settings gear icon
on the top right, and click
Export LinkedIn
Connections under
Advanced Settings on the
right.
You'll have the option of either exporting as a .CSV or .VCF
file.
N U R T U R E Y O U R B U S I N E S S N E T W O R K
Leverage @mentions in your status updates
• You can tag or @mention other users and companies in status
updates (like Twitter and Facebook)
• If you want another LinkedIn user or company to see your status
update, include the @ symbol immediately followed by the
user's/company's name in your update.
• As a result, that user/company will get alerted that you
mentioned them, and their name will also link to their
profile/page in the status update itself.
N U R T U R E Y O U R B U S I N E S S N E T W O R K
• Huge potential audience - Over 550 million
registered users
• Growing in popularity - Fastest growing
network with a 44% growth from 2012-2013
• It’s easy – tweet as you go
W H Y T W E E T ?
• Position yourself as an expert
– Distribute LinkedIn commentary, company news, and
other content.
– Share industry news and other interesting curated
content
• Practice Smart Targeting
– Make a list of the people you want to meet
– Follow them, Re-Tweet them – support them
S T R A T E G I C T W E E T I N G
• Use Hootsuite to cut through the clutter
https://hootsuite.com/
T I P S & T R I C K S : T W I T T E R
• Use Hootlet to share things while you browse
https://hootsuite.com/features/extensions
T I P S & T R I C K S : T W I T T E R
1) Create a Content Strategy
– Define your message
– Choose your social media channels
2) Share Content Strategically
3) Understand (and Use) Specific Platforms
T O W R A P I T U P
-71- 71
Your
Message
Blog
Twitter Vimeo /
YouTube
Emails
Website
Publicity
C O N T E N T 3 6 0 U T I L I Z AT I O N
T h a n k Yo u .
Jenn Quader, VP, Client Services
Brower, Miller & Cole
@jennquader
Jenn Quader