Integra Workshop Kirstie Heneghan November 2012

1. Integra WorkshopKirstieHeneghan November 2012 The Potential of Social Media in B2B

2. People have always wanted to share their experiences, opinions and recommendations with family, friends and colleagues as well as seeking advice and opinions from others…

3. Integra Workshop • Practical social business strategy • How to choose your social channel • How to create moderation guidelines • How to develop a social calendar • Collaborate with your network • Simple steps to begin with...

4. Research your audience • What do your target audience talk about online? • Where do they hang out and talk about your products? • Do they talk about ‘office life’ more than ‘office products’? • Follow them, and share what they do when it’s relevant.

5. Establish the primary objective • Sharing product knowledge and offers • Getting feedback from the consumer • Listening to the needs of your customers • Providing good customer service at all times Remember to keep the audience front of mind

6. Define your core values

7. Measure in new ways Facebook Engagement = (Likes+Comments+Shares) Audience Size

8. Integra Workshop • Practical social business strategy • How to choose your social channel • How to create moderation guidelines • How to develop a social calendar • Collaborate with your network • Simple steps to begin with...

9. Social channels Which is most suited to your objectives? Where is your audience already? Which can give you the most benefits? How much do you have time for?

10. Social channels

11. Social channels

12. Facebook.com/Scotch UK

13. Integra Workshop • Practical social business strategy • How to choose your social channel • How to create moderation guidelines • How to develop a social calendar • Collaborate with your network • Simple steps to begin with...

14. Establish some ground rules • Create a timetable for the community managers with light monitoring required outside of office hours (keep an eye through smart phones) • Make sure you are very clear, if the page is only to be monitored 9 to 5 • List possible topics and their severity and establish a back up plan for a crisis, advice may need to be sought from PR or management • Always try to resolve any issues and never remove those posts • You can remove posts that break the rules i.e. poor conduct • Remove entirely inappropriate content • Comment before doing so if you think it was an honest mistake, and ask them to repost without the *@#^ • Always communicate with members in a kind and respectful manner • Always be honest and responsive

15. What would you do? Use your Post-it Notes in this exercise! • Try to predict what you would do in a given situation...

16. Publish your rules • Moderation document for internal process management • Page terms and conditions that set the rules for the community

17. Integra Workshop • Practical social business strategy • How to choose your social channel • How to create moderation guidelines • How to develop a social calendar • Collaborate with your network • Simple steps to begin with...

18. Plan your content calendar • What do you want to tell people about? Offers, promotions, new products, advice... • What content have you got? Videos / Images • What content can you create? ‘In use’ shots! • What can you share from the brands you sell? • What can you share from the areas of interest they have? • Think about your other channels – do you have a new website to tell people about, an in store promotion that you know about, do you send out an email and could use that content in your posts? • Mix it up – themes, comps, offers, polls, general, news • And remember, have a bit of fun and get creative!

19. Plot out your content calendar What else could you talk about or share? Format a calendar with fields for day, date, topic, copy, links, creative, notes, approval Plot out seasonal / promotional events Work out what content you could create or re-use from other communications (use wisely!) Write your copy for the post, thinking about your audience and the call to action. Have you reflected your core values? What are you asking them to do?

20. Be spontaneous with the rest... • Respond to something people are talking about • Create content that relates to a popular theme • Share a popular topic with your audience Get savvy! • Keep it short and sweet, end with a question or call to action • Be conversational, think about your community core values • Test and learn your peak days and times for post engagement • Don’t just regurgitate old content, create new multimedia content • Make your audience informed about your industry • Entertain them with clever communications • Reward their loyalty and engagement

22. Integra Workshop • Practical social business strategy • How to choose your social channel • How to create moderation guidelines • How to develop a social calendar • Collaborate with your network • Simple steps to begin with...

23. “Share and share alike” • Ask your suppliers to share with you • Content for you to use • Share directly on page • Tag in a tweet i.e. @3M_UK • Follow and share what they do • Share with each other in your network • Help each other, share content • Follow and share what they do • Pool resources on strategy and moderation guidelines work? • Talk to each other about it • Try messages out on each other!

24. Integra Workshop • Practical social business strategy • How to choose your social channel • How to create moderation guidelines • How to develop a social calendar • Collaborate with your network • Simple steps to begin with...

25. Don’t try to do too much • You are better to do one well, than lots badly • Facebook requires a lot of time to perform well • “Managing four communities is a full-time job” • Get the plan and content right - the rest will follow • Keep it simple, fresh and new - don’t complicate it • Work with your suppliers – ask for content to share Any questions? Ask me now or you can tweet me at @kjhen2010

26. KirstieHeneghan @kjhen2010 Social is part of the fabric of business