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Twitter Chat: B2B Social Media Marketing - Tips & Best Practise for Success - Transcript & Summary

Twitter Chat: B2B Social Media Marketing - Tips & Best Practise for Success - Transcript & Summary featured image

Thanks to all who participated in the ManageFlitter #SocialROI Twitter Chat on Tuesday, 17th January 2017.

Madalyn Sklar hosted a Twitter Chat with Mindi Rosser around the topic of “B2B Social Media Marketing – Tips & Best Practise for Success“.

Details of our next Twitter Chat:

Topic: Does Twitter Still Matter in 2017?
Guest: Jon Westenberg – Founder of Creatomic & CMO at Speedlancer
Date & Time: Tuesday, 24th January 2017, 4.00pm EST

Click here for more information about our Twitter Chats.

Below is a curated version of the Twitter Chat with Mindi Rosser.

Questions

  1. How does an organisation achieve positive ROI (Return on Investment) from their B2B social media activities?
  2. How can an organisation make their brand stand out on social media?
  3. How can an individual or an organisation maintain authenticity whilst implementing social selling strategies and techniques?
  4. Which tools do you regularly use to assist with your social media marketing?
  5. What is a social media employee advocacy program and should I consider implementing one?
  6. What are the benefits of influencer marketing?
  7. What tools do you use to identify influencers?
  8. How can a run-of-the-mill organisation create social media content that is cool and exciting for their target audience?
  9. Why is it important for an organisation to have a clear, written plan for their social media strategy?
  10. How can an organisation measure ROI with respect to their social media activities?

Q1: How does an organisation achieve positive ROI (Return on Investment) from their B2B social media activities? #SocialROI pic.twitter.com/sVv7NtAX4K
— ManageFlitter (@ManageFlitter) January 17, 2017

Guest Answers

A1: ROI Steps – Set/Track conversions—>Assign $ value to conversions—>Measure benefits per channel—>Add up costs—>Analyze/Improve #socialroi
— Mindi Rosser (@MindiRRosser) January 17, 2017

A1: Justifying ROI is tricky. Numbers don’t tell the whole story. A mix of quantitative measures & qualitative sentiment is good. #socialroi
— Mindi Rosser (@MindiRRosser) January 17, 2017

Other Answers

A1 Commitment to consistent effort in social #SocialROI
— Kevin Garber (@Ke_Ga) January 17, 2017

A1-understanding pain points/opportunity areas is the game. B2B selling often doesn’t close on social, but it sure starts there! #socialROI
— Andrew Peron (@andrew_peron) January 17, 2017

A1: When you make every post intentional, those efforts are never wasted. Posting just to post can get you negative ROI. #SocialROI
— Jessica Krysinska (@strngstrategist) January 17, 2017

A1 True interaction and interest in people would be the basics. How engaged we are with our followers is key. #socialroi
— Lucy Hansen (@hansenbeach) January 17, 2017

A1: 1) WOW! Customer service/experience. 2) Great storytelling. 3) Stunning visuals. #SocialROI
— Scott Allen (@ScottAllen) January 17, 2017

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Q2: How can an organisation make their brand stand out on social media? #SocialROI pic.twitter.com/0vQT63lHC0
— ManageFlitter (@ManageFlitter) January 17, 2017

Guest Answers

A2: Be authentic. Too many brands come across as self-centered and try to push a product or service down consumers’ throats. #socialroi
— Mindi Rosser (@MindiRRosser) January 17, 2017

A2: Be genuinely helpful. Social fans like to be listened to. Answer their questions & interact w/ them on social. They remember. #socialroi
— Mindi Rosser (@MindiRRosser) January 17, 2017

A2: Don’t broadcast too much. Instead of making your social channel all about you, make it a/b them. They notice the difference. #socialroi
— Mindi Rosser (@MindiRRosser) January 17, 2017

A2: Start interacting in real-time, rather than when it’s convenient for you. Allow social pop-ups on your devices. Engage now. #socialroi
— Mindi Rosser (@MindiRRosser) January 17, 2017

Other Answers

A2: By offering their unique voice within the industry and by providing valuable content to their audience! @ManageFlitter #SocialROI
— JMatt (@JMattMke) January 17, 2017

A2: It’s all about TAGFEE (Transparent, Authentic, Generous, Fun, Empathetic, Exceptional) thats from @buffer #socialROI
— Roslyn Wertheimer (@RE_Wertheimer) January 17, 2017

A2: Simple. Love what you do. Let it show. #SocialROI
— Backe (@BackeMarketing) January 17, 2017

A2 Using what I have coined LEAP – listen, engage, aid and last, promote… #socialroi
— Sue Duris (@SueDuris) January 17, 2017

A2: For us, it’s beautiful visuals, helpful tips, good content and a real person behind it all. #socialroi
— Maureen Jann (@MaureenOnPoint) January 17, 2017

A2. Offer what your audience wants. Deal with their pain points. #socialroi
— Ai Zhang (@aiaddysonzhang) January 17, 2017

A2- be authentic, don’t try too hard, & for the love of god don’t post just for the sake of posting! don’t fatigue your audience. #socialROI
— Andrew Peron (@andrew_peron) January 17, 2017

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Q3: How can an individual or an organisation maintain authenticity whilst implementing social selling strategies and techniques? #SocialROI pic.twitter.com/qz52sFOLSY
— ManageFlitter (@ManageFlitter) January 17, 2017

Guest Answers

A3: #SocialSelling & authenticity go hand-in-hand. Emphasize the “social” above the “selling.” It all comes back 2 relationships. #socialroi
— Mindi Rosser (@MindiRRosser) January 17, 2017

A3: Customers now expect to be sold to on social, as long it’s done in a way authentic to your brand. Need a good sales process. #socialroi
— Mindi Rosser (@MindiRRosser) January 17, 2017

A3: Sales & marketing teams should be aligned on #socialselling tactics. Get your heads together, collaborate to see what works. #socialroi
— Mindi Rosser (@MindiRRosser) January 17, 2017

A3: And, let your fans know who’s behind social posts, when appropriate. Real people are more memorable than brand logos. #socialroi
— Mindi Rosser (@MindiRRosser) January 17, 2017

Other Answers

Remembering that the user’s experience isn’t segmented between departments, for them it should be seamless. #socialroi
— Maureen Jann (@MaureenOnPoint) January 17, 2017

@ManageFlitter A3: Important to let personality show. The last thing that people want to experience on social is robotic content. #socialroi
— Dave Zoradi (@davezoradi) January 17, 2017

A3- honesty is the best policy. don’t try & hide your intentions. if you’re going to sell on social, be deliberate & transparent. #socialROI
— Andrew Peron (@andrew_peron) January 17, 2017

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Q4: Which tools do you regularly use to assist with your social media marketing? #SocialROI pic.twitter.com/W7CXqNUTnn
— ManageFlitter (@ManageFlitter) January 17, 2017

Guest Answers

A4: Fave #socialmarketing tools- @CoSchedule (requeue), @buffer (scheduling), @BuzzSumo (influencers), @BuzzStream (nurturing)… #socialroi
— Mindi Rosser (@MindiRRosser) January 17, 2017

A4: I couldn’t live w/o @Tweetdeck because that’s where I monitor online conversations. Tinkered with @mention & like it a lot. #socialroi
— Mindi Rosser (@MindiRRosser) January 17, 2017

A4: @AudienseCo is a great tool for in-depth Twitter analytics and segmentation. @TweetChat is great for Twitter Chats, of course #socialroi
— Mindi Rosser (@MindiRRosser) January 17, 2017

Other Answers

A4: @recurpost and @ManageFlitter and @TweetDeck !!! #SocialROI
— Roslyn Wertheimer (@RE_Wertheimer) January 17, 2017

A4: Notifications for re-engagement when on the run 😉 #SocialROI
— Alex Harris ❤ (@iamspeedyalex) January 17, 2017

A4: Lots of good tools out there. I use @buffer the most. Use @canva for image creation. #socialroi
— Tim @ Stoneham Press (@StonehamPress) January 17, 2017

A4: @Tweetdeck is a must have, We also love @SproutSocial‘s social image tool Landscape! https://t.co/fyldzdWUWN #socialroi
— Maureen Jann (@MaureenOnPoint) January 17, 2017

A4.
Yay for:
-Buffer.
-Google Analytics
-FB insights
-Twitter Analytics
-BuzzSumo#socialroi https://t.co/zEZunHtkdu
— Gabriela Cardoza (@CardozaGab) January 17, 2017

A4: My faves! @hootsuite for #Twitter and #LinkedIn scheduling. @latermedia for #Instagram. @buffer for my personal brand. #socialROI
— Jessica Krysinska (@strngstrategist) January 17, 2017

A4 – so many tools.
-Buffer
-StreamScience
-ManageFlitter
-Hootsuite
-BuzzSumo
and a laundry list more. #socialROI
— Andrew Peron (@andrew_peron) January 17, 2017

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Q5: What is a social media employee advocacy program and should I consider implementing one? #SocialROI pic.twitter.com/eeh4kL9TlJ
— ManageFlitter (@ManageFlitter) January 17, 2017

Guest Answers

A5: Social media employee advocacy is a custom-built system to get employees involved in a company’s sales and marketing efforts. #socialroi
— Mindi Rosser (@MindiRRosser) January 17, 2017

A5: Invite employees to share your social messages & their own as part of your social program. Increase reach & brand awareness. #socialroi
— Mindi Rosser (@MindiRRosser) January 17, 2017

A5: To me, it’s a no-brainer that every company should have an #employeeadvocacy program. If you’re on social, employees are too. #socialroi
— Mindi Rosser (@MindiRRosser) January 17, 2017

A5: Key to launching great #employeeadvocacy programs is having one internal champion to run the program and keep people excited. #socialroi
— Mindi Rosser (@MindiRRosser) January 17, 2017

Other Answers

A5: Employee advocacy is essential. People won’t be consistent & compliant on their own. Make it easy on them w/ proper tools. #SocialROI
— Scott Allen (@ScottAllen) January 17, 2017

A5.
Inviting employees to be brand ambassadors online, in particular #SocialMedia. #SocialROI
— Gabriela Cardoza (@CardozaGab) January 17, 2017

A5. Employees are the most credible ppl to do PR and word-of-mouth advertising for an org. #socialroi
— Ai Zhang (@aiaddysonzhang) January 17, 2017

A5: and yes, yes you should have one. Having your friendlies RT or share content will increase your authority and reach. #socialroi
— Maureen Jann (@MaureenOnPoint) January 17, 2017

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Q6: What are the benefits of influencer marketing? #SocialROI pic.twitter.com/mhCaujuDHo
— ManageFlitter (@ManageFlitter) January 17, 2017

Guest Answers

A6: #InfluencerMarketing benefits – increased brand awareness, established credibility, improved SEO & leverage other marketing. #socialroi
— Mindi Rosser (@MindiRRosser) January 17, 2017

A6: Influencer marketing allows you to leverage other’s social influence to share your message w/ a different audience. #socialroi
— Mindi Rosser (@MindiRRosser) January 17, 2017

A6: Influencer marketing too often feels one-sided. Goal is to make the relationship a win for you and a win for the influencer. #socialroi
— Mindi Rosser (@MindiRRosser) January 17, 2017

A6: When you build the right relationships w/ influencers, you will gain a good reputation. They will be more apt to work w/you. #socialroi
— Mindi Rosser (@MindiRRosser) January 17, 2017

Other Answers

A6: There are a lot of influencers whose “voice” closely matches your organisation’s voice. If the fit is there can benefit both. #SocialROI
— Kevin Garber (@Ke_Ga) January 17, 2017

A6: Influencers are individuals that have established trust w/ an audience; using them can boost your brand awareness/engagement! #SocialROI
— JMatt (@JMattMke) January 17, 2017

A6
Influencers are sought out by community to define what’s relevant/valuable
This helps brand visibility, reputation, etc#socialroi
— Gabriela Cardoza (@CardozaGab) January 17, 2017

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Q7: What tools do you use to identify influencers? #SocialROI pic.twitter.com/QFO2Vt1WmO
— ManageFlitter (@ManageFlitter) January 17, 2017

Guest Answers

A7: I use a one-two combo for influencer marketing programs. @BuzzSumo is how I often identify influencers for most industries. #socialroi
— Mindi Rosser (@MindiRRosser) January 17, 2017

A7: If your influencers are not on Twitter, BuzzSumo might not be the best identification tool. Try Google searches – old school. #socialroi
— Mindi Rosser (@MindiRRosser) January 17, 2017

A7: My 2nd tool is @BuzzStream. They have an influencer discovery tool, which I haven’t played with. I use it more for nurturing. #socialroi
— Mindi Rosser (@MindiRRosser) January 17, 2017

Other Answers

A7. The best influencers are those who have the most brand loyalty. Identifying them in current social channels works well. #socialroi
— Sarah Stahl (@Mrsdstahl) January 17, 2017

A7. Join twitter chats such as #socialroi, #twittersmarter, #hootchat, #chatsnap.
— Ai Zhang (@aiaddysonzhang) January 17, 2017

A7: Buzzsumo, stalking Facebook and LinkedIn groups looking for them. Conferences. #socialroi
— Tim @ Stoneham Press (@StonehamPress) January 17, 2017

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Q8: How can a run-of-the-mill organisation create social media content that is cool and exciting for their target audience? #SocialROI pic.twitter.com/YDDT5oDMSU
— ManageFlitter (@ManageFlitter) January 17, 2017

Guest Answers

A8: Work on your brand voice. If it sounds boring – nobody will pay attention. Spend time honing it and learning from others. #socialroi
— Mindi Rosser (@MindiRRosser) January 17, 2017

A8: One great example of engaging social media content within a “boring” industry is @generalelectric. Notice the tone, imagery. #socialroi
— Mindi Rosser (@MindiRRosser) January 17, 2017

A8: Use your social channels to speak the language of your customers. What you think is run-of-the-mill could excite them. #socialroi
— Mindi Rosser (@MindiRRosser) January 17, 2017

Other Answers

A8: Check out what their target audience engages the most with. Use what they are focused on. #SocialROI
— Alex Harris ❤ (@iamspeedyalex) January 17, 2017

A8 “boring” industries are never “boring” to those that need their services or work for them, good content rules the same #SocialRoi
— Kevin Garber (@Ke_Ga) January 17, 2017

@ManageFlitter A8: Try to find an organization that embodies the type of voice that is preferred & emulate aspects you like. #socialroi
— Dave Zoradi (@davezoradi) January 17, 2017

A8: Begin by not thinking of your organization as run-of-the-mill. Something exciting can be found anywhere/everywhere. #SocialROI
— Backe (@BackeMarketing) January 17, 2017

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Q9: Why is it important for an organisation to have a clear, written plan for their social media strategy? #SocialROI pic.twitter.com/F3hk2fblIx
— ManageFlitter (@ManageFlitter) January 17, 2017

Guest Answers

A9: You must be clear about your “why” for being on social media. Is it to gain customers? Raise visibility? Get followers? #socialroi
— Mindi Rosser (@MindiRRosser) January 17, 2017

A9: You can’t improve what you aren’t measuring. If you don’t have a written plan, you’re shooting in the dark, hoping it sticks. #socialroi
— Mindi Rosser (@MindiRRosser) January 17, 2017

A9: Whether you’re a small, medium or enterprise organization, you must lay out a social strategy and adjust monthly/quarterly. #socialroi
— Mindi Rosser (@MindiRRosser) January 17, 2017

A9: There are plenty of resources to DIY, but a great social media consultant can streamline the process if you’re struggling. #socialroi
— Mindi Rosser (@MindiRRosser) January 17, 2017

Other Answers

A9.
It allows for consistency!
Consistency is KEY for
-Brand reputation & awareness
-Trust
-Community building
-Adding value#socialroi https://t.co/Ihv1YUyD9f
— Gabriela Cardoza (@CardozaGab) January 17, 2017

A9 The plan is your roadmap and where you focus so your comms are clear, concise, consistent and you build community. #socialroi
— Sue Duris (@SueDuris) January 17, 2017

A9: Lack of action could occur if left to the head. Distractions win for a reason. #SocialROI
— Alex Harris ❤ (@iamspeedyalex) January 17, 2017

A9 honestly how can you ask for ROI if you don’t know what you’re looking for #SocialROI pic.twitter.com/hgpoM2DsiI
— Tony Stephan (@OmnipoTony) January 17, 2017

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Q10 (last question): How can an organisation measure ROI with respect to their social media activities? #SocialROI pic.twitter.com/8VcHN4oktP
— ManageFlitter (@ManageFlitter) January 17, 2017

Guest Answers

A10: In a nutshell, find out what works for your company. Keep doing those activities. Ditch the things that don’t work. #socialroi
— Mindi Rosser (@MindiRRosser) January 17, 2017

A10: You’ve got to measure each activity, or you will have no idea what is making the needle move for you on social media. #socialroi
— Mindi Rosser (@MindiRRosser) January 17, 2017

A10: Remember not all social activities are easily quantified, like brand sentiment. Looking good on social can be valuable. #socialroi
— Mindi Rosser (@MindiRRosser) January 17, 2017

A10: If you need a few simple templates to help you measure ROI, I’d check out @buffer‘s spreadsheets: https://t.co/ItfGWFlhmK #socialroi
— Mindi Rosser (@MindiRRosser) January 17, 2017

Other Answers

A10 understand your goals and create KPI’s and assoc metrics to support. ABT – always be tweaking through metrics monitoring!! #socialroi
— Sue Duris (@SueDuris) January 17, 2017

A10 sometimes just noticing what content is leading to more engagement and comparing it to the ones that aren’t #SocialROI
— Tony Stephan (@OmnipoTony) January 17, 2017

A10: Assuming you know your goals, you can use analytics to measure the results; did you achieve the intended results? #SocialROI
— JMatt (@JMattMke) January 17, 2017

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We hope the above has provided some useful information.
Join our next #SocialROI Chat next week on
Tuesday, 24th January 2017, 4.00pm EST.

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