Nick Robinson, SAP, 5 Tips for Executing Your B2B Social Media Strategy

© 2014 SAP AG or an SAP affiliate company. All rights reserved. 1

Last revised on October 20, 2014

GamePlan 2014

5 Tips … and 5 Extra Points For

Executing Your B2B Marketing StrategyNick Robinson

2

Happy fans, wins, or to make money?

3

Set The Right Goals To Achieve The Right Results

Reach Engage

Convert

• New audience

• Impressions

• Targeted audience

• Social shares

• Clicks to drive

social referral

• Favoriting your

content

• Commenting on

your content

• Conversations

started

• Following you back

• Checking out your

reputation

• Landing page visit

• Content consumption

• Form completion

• Identified lead

• 1st appointment secured

• Closed sale

4© 2014 SAP AG or an SAP affiliate company. All rights reserved.

You need to calculate your ROSI

5

Don’t Focus On Counts. Focus On Activity.

Every social media

activity can be

monetized to show a

return on social impact.”

“1. Reach / CPM

2. Web Site Referrals

3. Customer Service Issue Resolved

4. Sales Opportunity Identified

5. Lead Form Completion

5 Activities To Monetize

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Fans fill your seats. Followers don’t.

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Play 3: Do Not Focus On Social Media Follower Counts

More relevant followers

is better than relevant

followers.”

“

1. Follow people you want to

follow you back

2. Mention key people and brands in

your posting

3. Share social posts

4. Fish where the fish are

5. Post more content that gets more

shares and comments

5 Tips To Increase Fan Base

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Come up with a crazy play sometimes.

9

Expand Your Social Focus Beyond The Obvious

Most teams would be in

trouble if they only

knew one plan, so have

make sure you have

more than one play!”

“1. Master the social channels on which

your customers engage

2. Find the watering holes

3. Use more pictures

4. Blog and syndicate

5. YouTube, SlideShare, Pinterest,

Instagram

5 Tips To Think Outside The Box

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Watch the film. Learn. Optimize.

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Develop Insights From Your Social Media Performance

Money ball works for

sports coaches and

social media strategy.”

“

1. Understand how each share,

comment, etc. maps to your goals

2. Identify the gaps between your goals

and performance

3. Understand what each metric

indicates

4. Understand how to improve each

metric to help you close the gaps

4 Ways To Use Social Insights

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Optimize your online touch points.

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Audit & Optimize Your Online Customer Touch Points

Putting yourself in front

of the right people at the

right time on the right

social media channel will

help you build your solid

relationships ”

“1. Email signatures

2. Websites

3. Prominent “Follow Us”

4. Links and cross-channel mentions in

blogs

4 Key Online Touch Points

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Optimize your offline touch points

15

Audit & Optimize Your Offline Customer Touch Points

Tell customers how you

want them to engage with

you on social media.

Make it easy!”

“1. Hashtags

2. Bit.ly links (bit.ly/HeadlineHere)

3. Add your name to your channels

(Facebook/YourCompanyName)

3 Key Offline Touch Points

16© 2014 SAP AG or an SAP affiliate company. All rights reserved.

Get your coworkers to participate.

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Enable Your Employees To Spread the Word

Your biggest evangelists

are your employees. So,

spend some time showing

them what to say and how

to say it!”

“1. Social Media Office Hours

2. Internal training sessions

3. Set up governance

4. Gamify the activity

5. Use a tool like EveryoneSocial

5 Enablement Ideas

18© 2014 SAP AG or an SAP affiliate company. All rights reserved.

Engage and converse with your fans.

19

Have A Social Conversation With Your Customer Base

You can’t have a

conversation unless

someone starts it. So,

start a social one with your

customer base.”

“1. Respond to customer inquiries as

soon as possible

2. Master social media conversation –

Twitter, LinkedIn, blogging

3. Amplify content, listen, and respond

3 Enablement Ideas

20© 2014 SAP AG or an SAP affiliate company. All rights reserved.

Listen to your fans and followers.

21

Listen For The Customer Buzz

You can’t create relevant

messaging or marketing.

Until you listen first to what

others are saying.”

“1. Set up Google Alerts

2. Use Feedly to set up RSS feeds

3. Use HooteSuite to listen to keyword-,

hashtag- and mention-based buzz

4. Use Twitter lists for companies and

influencers

5. Read your social media feeds

5 Listening Tips

© 2014 SAP AG or an SAP affiliate company. All rights reserved.

Thank you

Nick Robinson

Digital Channels, SAP North America| @socialrobinson