Beyond Your Zapos Case Study: B2B Social Media Strategies for the Rest of Us

Beyond Your Zappos Case Study:B2B Social Media Strategies for the Rest of Us

Paul Furiga (@PaulFuriga) and Samantha Wannemacher (@shw72388)

PRSA Digital Impact Conference | May 5, 2011

DISCLAIMER: We love Zappos, actually

The “Big Brand” Impact of Social Media• A new study shows Audi has the most-engaged

Facebook fans — among pages with 100,000+ “Likes.”

• Zappos was one of first companies to embrace Twitter aggregation; today has 1,818,124 followers

• But what about the rest of us?

The “Big Brand” Lessons

• Learn from what they do best

• Everything is relative(are you Coca-Cola?)

• Set benchmarks that are right for your organization

Takeaway # 1

For SMB, B2B #SM success: learn from the big brands, but blaze your own path

#PRSADIConf

#WWB2Bsocial

Getting it Right in SMB, B2B Social Media• “Destroy Your Printer” YouTube contest• Expert Laser Services gave customers a way to vent their

anger on printers• Web traffic doubled; gained 100 new inbound links• Recycler Magazine did an internet TV special and wrote an

article about the contest• Picked up a new client

DIRECTLY from the social media campaign!

Where we’re going today• Strategies and tactics for getting started• Staying focused• Achieving and measuring results• Action items you can

take away today

You’ve sold social media: Now What?

• Listen first (search.twitter.com or Facebook search)

• Start with ONEsocial network first

• Walk before yourun

Keep friends close; enemies closer

• Is your competitionwinning or losing?

• Scour websites tosee what others say

• Positive? Note similartactics you can implement (just don’t be a copycat).

• Negative? Write down what not to do.

Apply the rule of thirds

• Keep your social media content valuable by following the 33/33/33 social media rule:

33% Promotional33% News33% Conversation

Stay True to Your Brand

• Establish your “voice” or personality• Yes, the same voice as in all your

existing marketing• Reflect the space

you hope to own

Takeaway # 2

• SMB, B2B #SM success requires you to be true to your brand

#PRSADIConf

#WWB2Bsocial

Our Planning Tool Kit• Annual “Social Media Calendars”

Our Planning Tool Kit

• Social Media Overviews

Staying regular

• Recurring, scheduled posts create consistency and provide audiences with a reason to check back

• “Fabulous Frames Friday”• “Facebook Fact Friday”• “Twitter Tip Tuesday”• “We Care Wednesday”

Start with what you’ve already got…

• …Your existing customers! • Draw from the existing network: e-mail

newsletter subscribers, blog readers, etc. (send updates/invites to your network)

• Send out an e-blast, add the Facebook logo to your Website, Blog, etc.

Takeaway # 3

For SMB, B2B #SM success: one channel first, plan your content, start with friends

#PRSADIConf

#WWB2Bsocial

Inform and Encourage Participation

• We’ve Gone Social!

Takeaway # 4

For SMB, B2B #SM success: encourage employees, empower advocates, engage newcomers

#PRSADIConf

#WWB2Bsocial

Measurement: Back to Benchmarks• “Our web company offers very positive feedback

on the traffic from the Facebook page, and our residents are constantly telling us that their kids/grandkids check out their photos on Facebook.” – Redstone Highlands

• “Let’s Talk About Social Media”-- Long Term Living

• Redstone for 30 campaign

Takeaway # 5

For SMB, B2B #SM success, measure what matters to you, don’t follow the rest

#PRSADIConf

#WWB2Bsocial

Build it and they will come: Facebook• Leverage Facebook’s viral nature – the news

feed

• Link to your page inyour e-mail signature

• Attract fans and KEEPTHEM with promotionsand contests!

• DON’T clog news feeds and DON’T talk about YOU all the time!

Build it and they will come: Twitter• Invite friends via e-mail, Facebook, Blog, newsletters, etc.

• Follow selectively – choose those related to your company

• Join industry and topic groups related to your business (www.wefollow.com)

• Participate in Twitter chats related to your business (#journchat. #u30pro, #HAPPO)

• Set your e-mail preferences to notify you of new followers

Takeaway # 6

For SMB, B2B #SM success: repeat your plan to add channels when you master your first

#PRSADIConf

#WWB2Bsocial

A bonus for you!

• Visithttp://www.wordwritepr.com/b2b-social-media-planning-and-execution-tools/to download samples of our:

Annual Social Media CalendarSocial Media Overview“We’ve Gone Social!”

communication document

Thank you! Questions? Comments?

Linked In:www.linkedin.com/in/paulfurigawww.linkedin.com/in/samanthawannemacherwww.linkedin.com/companies/wordwrite-communications

Twitter:@paulfuriga, @shw72388, @wordwritepr

Online:www.wordwritepr.comwww.wordwritepr.com/[email protected]@wordwritepr.com

Beyond Your Zapos Case Study: B2B Social Media Strategies for the Rest of Us

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