B2B Social Media Marketing

Overview

Join tutor, Sydney based Tom Skotidas, founder and director of Skotidas, the first agency in Asia Pacific to specialise in B2B Social Media Lead Generation.

This B2B Social Media Marketing short course will teach you the strategy, planning, and execution you need to create an end-to-end social media marketing program for your team, division, or company specific to the B2B environment.

Topics Covered

DAY 1: Strategy & Tactical Planning

Part 1: Strategy

Segmentation

• Conducting market segmentation
• What is your segmentation strategy?
• Mapping this to social networks
• Using Boolean search
• Case studies

Content

• Content formats for social media
• Articles
• Video
• Infographics
• Sourcing fresh, relevant content every day
• Internal sourcing
• Agency sourcing
• 3rd Party sourcing
• Creating a Content Calendar
• What does a content calendar look like?
• How to optimise as you go
• Content Management
• Determining financial costs
• Determining human resource costs
• Case Studies

Social Ambassadors

• Choosing social ambassadors (social sellers)
• Who qualifies?
• Managing the process
• Effect of social ambassadors on the company brand
• Case studies

Policy

• Principles of effective social media policies
• What does a social media policy look like?
• What are the key components
• Case studies
• Writing a social media policy for your organisation

Part 2: Tactical Planning

Measurement

• URL Shorteners
• Introduction
• How to use them
• Google Analytics
• Integrating with URL shorteners
• How to track clicks, conversions, and ROI
• Case studies

Integrating Social Media with Technology

• Integrating with Marketing Automation tools
• Integrating with CRM tools
• Case studies

Budget Allocation

• Allocating human resource between social networks
• Allocating budget between social networks

Integration into Digital Strategy

• Integrating B2B Social Media into your Digital program
• SEO
• Email
• SEM
• Landing Pages

Who should attend

Marketing Managers, Marketing Directors, and Heads of Marketing in B2B companies or divisions, who are responsible for demand generation, brand building, and sales lead generation.

Sales Directors, Business Development Directors, and Heads of Sales in B2B companies or divisions, who are interested in using social media to grow their personal and company brand, and generate leads.

Outcomes

If you are a Marketing or Business Development professional in a B2B environment, and you are responsible for demand generation, growing your company's brand awareness, and generating qualified B2B leads for your sales team, then this course has been designed for you.

B2B Social Media will teach you the Strategy, Planning, and Execution that you need to create an end-to-end social media program for your team, division, or company.

By the end of this course you will know how to:

• Apply market segmentation to social networks
• Create a working content strategy
• Write a working social media policy
• Set up a measurement framework for your social media program
• Integrate backend tools into your social media
• Integrating social media into your digital programs
• Set up profiles on the Big 3 (LinkedIn, Twitter, and Facebook)
• Grow your connections, followers, and fans on the big 3 networks
• Source high-quality, relevant content for brand building and lead generation
• Identify and engage prospects and influencers within your target market
• Grow your brand awareness within your target market
• Generate qualified sales leads, on an ongoing basis