05:54
I was humbled by the response to our webinar about B2B Social Media, hosted by Dave Thomas. Kipp Bodnar of Hubspot and I presented some of the key ideas from our new book, The B2B Social Media Book: Become a Marketing Superstar by Generating Leads with Blogging, LinkedIn, Twitter, Facebook, Email, and More. The participants from around the world kept the conversation flowing in chat and on Twitter at such a rapid pace that our Community team was typing and workflowing furiously to keep up. With the help of Gwen McIntyre from our Marketing team, and Amanda Nelson and Melanie Thompsonfrom our Community team, we were able to respond to questions, capture questions for later and even run a contest for a free copy of the Kindle version of the book.
If you missed it, here are links to the presentation and webinar recording.
We asked attendees to share their biggest challenges using social media for their B2B companies. Below are the top 10 responses, as judged by me, and each person will be contacted about receiving their copy of the book. I have answered them briefly below. There were so many great responses, I will look to all of these for future blog post topics. There is a chapter in the book about overcoming roadblocks, so if you are looking for specific help, you might find it in that chapter.
HERE ARE THE 10 BIGGEST B2B SOCIAL MEDIA CHALLENGES:
1. How do we change perceptions from Old School to social media ways? It is hard to get buy-in when we still utilize fax machines. (Teri Schoepski)
A fax machine is not very social, so this is quite a challenge. Arrange a series of one-to-one sessions with your executive to show them some examples of the value of social media. Keeping up with industry news and trends by reviewing a regular list of Twitter sources is one example.
A fax machine is not very social, so this is quite a challenge. Arrange a series of one-to-one sessions with your executive to show them some examples of the value of social media. Keeping up with industry news and trends by reviewing a regular list of Twitter sources is one example.
2. How do we use social media for slow sales cycle which features expensive products? (Adrienne Nienow)
Create content that can support the different stages of the buying cycle. Make sure the sales people have access to this information and know when to share it. Create some custom content, for example a short video interview with a product engineer, that addresses your prospect’s specific pain points. There is minimal investment, but provides a high touch value for an expensive product.
Create content that can support the different stages of the buying cycle. Make sure the sales people have access to this information and know when to share it. Create some custom content, for example a short video interview with a product engineer, that addresses your prospect’s specific pain points. There is minimal investment, but provides a high touch value for an expensive product.
3. How do you make a non-sexy product socially cool and engaging? (Whitney Porter)
This is a great question because it goes the wrong way. B2B buyers don’t make purchase decisions because a product is cool. While it is still an emotional decision, especially if it is part of critical business infrastructure, that decision needs to be based on trust and confidence in your team. Your people and how they connect with customers, online and off, ultimately reflects the values of your company.
This is a great question because it goes the wrong way. B2B buyers don’t make purchase decisions because a product is cool. While it is still an emotional decision, especially if it is part of critical business infrastructure, that decision needs to be based on trust and confidence in your team. Your people and how they connect with customers, online and off, ultimately reflects the values of your company.
4. The decisionmakers of the companies we’re talking to aren’t on social media. How do we increase our reach? (Aazia Mickens-Dessaso)
Even though your prospects are not talking and sharing on social platforms, a big benefit to a robust social presence is that it can improve search results. Many B2B companies have found that connections on LinkedIn have paid off. Encourage your employees to connect to each other, existing customers and partners. Consider connecting to prospects, but be wary of competitors watching those connections and swooping in before the deal is done. Join targeted industry groups on LinkedIn to learn about relevant issues, even if your specific prospects are not there.
Even though your prospects are not talking and sharing on social platforms, a big benefit to a robust social presence is that it can improve search results. Many B2B companies have found that connections on LinkedIn have paid off. Encourage your employees to connect to each other, existing customers and partners. Consider connecting to prospects, but be wary of competitors watching those connections and swooping in before the deal is done. Join targeted industry groups on LinkedIn to learn about relevant issues, even if your specific prospects are not there.
5. How do we encourage the entire company to participate in social media? Things get busy and it’s hard for everyone to keep up and see that is worth their time, especially since they are doing it on behalf of the company not for personal benefit. (Lauren Easby)
The benefit of encouraging everyone to participate is that not everyone will be able to do it all the time. If most people can read, share and connect some, that starts creating some momentum. Use some data to capture a small success that was helped by employee participation. People will continue to find the time if they understand the benefit.
The benefit of encouraging everyone to participate is that not everyone will be able to do it all the time. If most people can read, share and connect some, that starts creating some momentum. Use some data to capture a small success that was helped by employee participation. People will continue to find the time if they understand the benefit.
6. How do we figure out how much money you should allocate toward campaigns and which campaigns we should focus on? (Jessika Ondrick)
Start with a small campaign and set a clear goal. The best part of social media is that when it is conducted with a plan and with measurable goals, you can determine if it is worth the resources.
Start with a small campaign and set a clear goal. The best part of social media is that when it is conducted with a plan and with measurable goals, you can determine if it is worth the resources.
7. Building our social media channels with really good lead prospects is our biggest social media challenge. It’s easy to get followers, but how do we convert followers into customers. (Brandy Wilson)
You need to provide your followers value as your build the online relationships. If you can create an educational ebook or conduct a webinar that provides relevant information that helps them in their business, they will exchange that for their contact information.
You need to provide your followers value as your build the online relationships. If you can create an educational ebook or conduct a webinar that provides relevant information that helps them in their business, they will exchange that for their contact information.
8. How do you filter tremendous amount of data to make informed decisions? (Ashraf M.)
The tremendous amount of social media data is huge challenge that must be handled by people or technology. You can through a bunch of people at it, which sometimes means interns, to wrangle the data, but someone still needs to analyze it. Or you can approach it from a technology standpoint and put the right tools in place so you can focus on the analysis.
The tremendous amount of social media data is huge challenge that must be handled by people or technology. You can through a bunch of people at it, which sometimes means interns, to wrangle the data, but someone still needs to analyze it. Or you can approach it from a technology standpoint and put the right tools in place so you can focus on the analysis.
9. How do we prove the ROI if the social media is used for internal community? (Madhusudhanan Varadarajan)
The key to measure ROI is that you have determine what your costs are and what your return is. You can start with what are the costs for implementation of the system, maintenance, moderation. The return would be based on productivity. You need to determine how much time is saved (which can be multiplied by an average hourly rate, including overhead) by giving employees quick and easy access to each other and resources.
The key to measure ROI is that you have determine what your costs are and what your return is. You can start with what are the costs for implementation of the system, maintenance, moderation. The return would be based on productivity. You need to determine how much time is saved (which can be multiplied by an average hourly rate, including overhead) by giving employees quick and easy access to each other and resources.
10. How do we target multiple verticals using one Twitter handle to share content? (Sharon C. Harper)
One approach to targeting verticals is have individuals focus on the verticals and have the corporate Twitter handle share broader information. The vertical specialists can interact and share with the vertical community, as our Community Engagement Specialists do at Radian6, and the corporate account can retweet information that might be relevant to a larger group, or just curate the best vertical content.
One approach to targeting verticals is have individuals focus on the verticals and have the corporate Twitter handle share broader information. The vertical specialists can interact and share with the vertical community, as our Community Engagement Specialists do at Radian6, and the corporate account can retweet information that might be relevant to a larger group, or just curate the best vertical content.
Thanks again to everyone for participating. If you have other B2B social media challenges that you would like to add, so I can address them in a future post, the comment section awaits. It is ready to accept your challenges. Here are links to the presentation and webinar recording. And be sure to check out my ebook, Social Media for B2B: A Beginner’s Guide.
0 التعليقات:
Post a Comment