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© 2015 Brandwatch.com
Webinar/B2B Social Strategies: Best Practices by Leading Brands
Dave ArmonCommunity Manager
PhilA@brandwatch.com
CMO, 3BL Media
darmon@3blmedia.com
Phillip AgnewContent Manager
Natalie@brandwatch.com
Natalie Meehan
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© 2015 Brandwatch.com2
Don’t be shy/We’d love your participation
• Ask questions in the session chat
• Tweet about our discussion
@brandwatch
#brandwatchtips
A download and recording of the webinar will be made available after the event
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© 2015 Brandwatch.com
Coming Up
• B2B State of Social
• Best Practices
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© 2015 Brandwatch.com
A Pivotal Moment
31 million mentions per year
3,690 thousand posts an hour
One new postevery second
Yet 42% of B2B brands have no presence on social
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© 2015 Brandwatch.com
The State of Social
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© 2015 Brandwatch.com
The State of Social
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© 2015 Brandwatch.com
The State of Social
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© 2015 Brandwatch.com© 2015 Brandwatch.com
Best Practices
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© 2015 Brandwatch.com
1. Communicate where your audience communicates
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© 2015 Brandwatch.com
Leading on Instagram
GE - /generalelectric1,430 LIKES | 28 COMMENTS
MailChimp - /mailchimp231 LIKES | 14 COMMENTS
Sprout Social - /sproutsocial42 LIKES | 3 COMMENTS
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© 2015 Brandwatch.com
Instagram trumps Twitter for engagement120,000 earned mentions / 3,000 owned mentions – per year
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© 2015 Brandwatch.com
Forums1,038,000 earned mentions / 1,140 owned mentions – per year
84% of consumers take action based
on reviews and recommendations
above all other forms of
advertising
Nielsen
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© 2015 Brandwatch.com
How many customers are lost on forums?
30,971 unanswered
negative mentions
619,420 impressions
84% of which lose brand
faith
Over 500,000 consumers lost on forums
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© 2015 Brandwatch.com
2. Communicate using the same social language
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© 2015 Brandwatch.com
How different industries communicate
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© 2015 Brandwatch.com
Hashtag Hitchhiking Use a trending hashtag to engage a large audience
Is the hashtag about something
your brand should connect to?
Can your brand add a valuable
contribution to the conversation?
Is the hashtag generating a
significant amount of conversation
online?
1 2 3
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© 2015 Brandwatch.com
Hashtag Hitchhiking Examples
Brandwatch React @BW_React421 RETWEETS | 174FAVORITES
#Eurovision2015: Which country
tweeted most about #Eurovision … the UK with 280,000
tweets
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© 2015 Brandwatch.com
Hashtag Hitchhiking Examples
Brandwatch React @BW_React298 RETWEETS | 172 FAVORITES
#LeadersDebate: And the winner is …
Nicola Sturgeon, with the highest
volume of neutral and positive mentions.
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© 2015 Brandwatch.com
3. Learn the best time to post
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© 2015 Brandwatch.com
A common problemRetail and Aerospace
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© 2015 Brandwatch.com
4. Capitalize on specific conversation
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© 2015 Brandwatch.com
Intent to purchase mentions and customer service mentions
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© 2015 Brandwatch.com
A Convergys Corp. Studyfound that one negative online
review can cost a business an average loss of 30
customers
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© 2015 Brandwatch.com
B2B examples
@senorpedro97 Peter, plz try installing again
using this link intel.ly/1lzH4hc. Feel free to contact us for further
assistance.
Salesforce Support @asksalesforce
8,127 FOLLOWERS
Intel Support @IntelSupport
1,051 FOLLOWERS
Vmware Cares @VMwareCares38,200 FOLLOWERS
@bandit_hat_ Hi, were you able to update in the end? Can we help you with anything?
@CaptainPalapa Will, sounds like you could use some help! What
can I do for you today?
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© 2015 Brandwatch.com
BT have calculated the annual net
cost savings of delivering customer
service via social = £2 million
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© 2015 Brandwatch.com
A Pivotal Moment
31 million mentions per year
3,690 thousand posts an hour
One new postevery second
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© 2015 Brandwatch.com
A Pivotal Moment
3,000 negative
mentions per brand each
year
500,000 potentialcustomers lost
on forums
One new social lead each day
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© 2015 Brandwatch.com© 2015 Brandwatch.com
Q & A
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© 2015 Brandwatch.com
Download the report:brandwatch.com/b2b-report
contact@brandwatch.com
facebook.com/brandwatch
@brandwatch
plus.google.com/+brandwatch1
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