There is no doubt that the growth of Slideshare has got B2B marketers excited about using social media again. It has become the world’s largest content sharing community. Combine this with the reach of Twitter and LinkedIn and the platform has become a vital part of the best B2B social media strategies. The site has seen dramatic growth amassing more than 60 million visitors and 3 billion slide views a month.

For those in the B2B arena it is clear that certain social media platforms just do not facilitate engagement with the right target market. Are you really going to engage a key business decision maker or Managing Director in and around the topic of advanced web analytics on Facebook? More often than not B2B marketing involves the creation of thought leading content, traditionally this would have been in the form of case studies, reports, factsheets and brochures. In the digital age, users are looking for digestible content that they can use within their own presentations as well as research into new products and services.

Presentations by their definition look to condense key information into a series of impactful slides, a perfect social object for distribution as part of a content strategy. 71% of B2B companies are doing more content marketing than last year and in some cases are estimated to be spending a quarter of their marketing budgets on content marketing.

Here are some nice little tips if you are developing a Slideshare presentation as part of your B2B social media campaign or ongoing content strategy;

The Slideshare sweet spot is between 10 & 30 slides! Keep it succinct, it is not a numbers game!

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19 images is the average per Slideshare presentation, equivalent to one per page.

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Average number of words per Slideshare presentation is 24! Don’t dribble on and stick to the point

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Slideshare Infographic

Sources: Infographic by Column Five.  Column Five infograhic sources: Content Marketing Institute, Slideshare.net, Quantcast, Comscore

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If so, you are not alone. New research from econsultancy shows a whopping 85% of brands believe increased social media marketing by competitors will have a significant impact on their social media plans in 2012.

With all innovation, there is an adoption curve (see below) – it looks like the social media laggards are worried they might be losing competitive advantage. For good reason – there is growing empirical evidence that investment in social media has financial benefit. For example, McKinsey showed a correlation between a ‘social business’ and higher profit margins and market share.

Where are you on the social media adoption curve?

So how scared should you be? Before you panic, work out how you are actually doing versus your competitors. Using various tools, you can benchmark some key indicators such as:

Social share of voice

What proportion of the consumer conversation in your market place is your brand or company getting? This can be shown simply as a percentage and tracked over time. Even if you are not doing proactive social media activity – you may be surprised how many consumers are actually talking about your products, services or staff.

Reach

All the research shows (understandably) that the C-Suite tend to focus on the top-line numbers. So you need to compare Facebook fan numbers and Twitter followers so you can get a gauge on the potential reach of rival brands.

Engagement and sentiment

But the big numbers don’t tell the whole story. You need to dig a bit deeper –who is actually engaging with the brand – is it the sort of consumers you would like to be talking to? Are they talking positively or negatively about your rivals?

Once you have all this information, it’s time to work out a social strategy for your business. Convene a cross-functional team (ideally HR, marketing, PR and customer service) to decide on priorities and focus.

If you need help, give us a call and we can help you refine your social media strategy.

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Whether you’re planning your tactical social media campaign or reengineering your business for the social consumer, social media research is invaluable in setting benchmarks.  They help you manage expectations, isolate priorities and best of all, define KPIs that set the evaluation bar.

But there is a dearth of UK and European focused research resources.  Apart from econsultancy’s marvellous internet stats compendium, it can be quite difficult to find individual studies without scouring Google for days!

So to make it easy, below are highlights of the latest social media research, with links to original studies. Better still, they are in 140 characters or less,  and very tweetable, if you fancy sharing a few insights.

1. During 2011 there were 228 billion UK Internet visits to websites and 28 billion hours spent online
Source: Experian Hitwise Dec 2011 http://bit.ly/uMRrri
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2. 87% of UK businesses will invest more in social media in 2012
Source: Royal Bank Of Scotland (RBS), Dec 2011. Reported in The Scotsman http://bit.ly/th7heE
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3. Almost two thirds (64%) of companies say they are now beyond the experimental phase compared to 54% a year ago
Source: econsultancy Nov 2011 http://bit.ly/to9Je7
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4. Only 48% of UK companies use social media, compared to 72% in the US and 83% in China
Source: KPMG, May 2011 http://bit.ly/sD194p
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5. Only 6% of business owners are monitoring social media to better understand their customers
Source: Sage UK Dec 2011 http://bit.ly/w0hXfS
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6. 60% of organisations have not yet implemented internal social media training and governance models
Source: econsultancy Nov 2011 http://bit.ly/to9Je7
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7. 25% of marketers regard social signals as ‘very important’ for search rankings, but 57% think it will be important in 3 years
Source: Quarterly Digital Intelligence Briefing Dec 2011 http://bit.ly/umrYAO
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8. 43% of UK women agreed that they often find out about new breaking stories first via social networks; compared to 27% of men
Source: Ofcom Dec 2011 http://bit.ly/sIjKCm
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And on the media front….

9. MySpace slips out of top 10 of leading social networks in UK
Source: Metro http://bit.ly/rGT5Pa
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10. 60% of UK online population now use Facebook more than once a day
Source: YouGov Dec 2011 http://bit.ly/uAhCm3
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11. 71% with a social networking profile visit a networking sites at least once a day; 20% visit 5 times a day or more
Source: Ofcom Dec 2011 http://bit.ly/sIjKCm
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12. The Daily Mail and the Guardian websites are the most popular newspaper websites in Europe
Source: Ofcom Dec 2011 http://bit.ly/sIjKCm
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13. 2.6m people joined the top 20 Facebook retail pages in the last 6 months
Source: eDigitalResearch Dec 2011 http://bit.ly/uLhLwH
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And just because…

14. Nearly half (47 per cent) of teenage smartphone users admitted using or answering their handset in the bathroom or toilet
Source: Ofcom Dec 2010 http://bit.ly/sbkdwd
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If you would like to keep up with the latest social media research and stats then please do follow us on twitter
Follow @iftweeter

 
 
Images with thanks to:
Image: jannoon028 / FreeDigitalPhotos.net
Image: Nutdanai Apikhomboonwaroot / FreeDigitalPhotos.net

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There is a perception in the industry that B2B “doesn’t do social”. I have often been asked if B2Bs “should use Social Media?” as part of their marketing mix and if “B2Bs can utilise Facebook?”

GlobalWebIndex – B2B Social Media Strategy – Research Report – 2011

However the results from our recent analysis of GlobalWebIndex data that was published as “Social Strategy for B2B Marketing” could not be more different from this perception. B2B decision makers are the most socially active consumers for all markets and demographics. If anything B2B marketing is a more obvious fit with social media than consumer marketing.

In addition GlobalWebIndex trend data shows that activities such as profile updating and microblogging are expanding quicker among business users than your average consumer. This underlines how B2B decision makers have used social media to develop personal brand and drive their influence.

Interestingly this difference is most marked in developed internet markets where B2B decision makers stand out most from consumer behaviour and usage of social media platforms. In growth markets such as China they are still more active than the norm, but the gap is significantly smaller. This means businesses that operate and sell in the US, UK, Germany or any other high penetration internet market need to focus marketing and sales through social media.

Crucially it’s not just B2B decision makers’ behaviour that leads the way in social media; marketing communications via social channels are also perceived as having an impact on purchasing decisions for products and services they buy for business.

At a global level, social media communications outranked even face-to-face meetings, conferences, client entertaining or traditional trade advertising in most markets, as an influential communication channel. Based on data fielded in June 2011, global decision makers said “Conversations with people from a company/organisation on a social network” was their leading influence scoring 15%; the second ranked motivation was “direct mail”, scoring 13%. Among senior decision makers – those at senior manager level and above – conversations were level with “sales presentations”, both scoring 16%.

The fact that a virtual conversation is seen as more influential than a real life one shows how social media has permeated their lives and importantly for our industry, underlines the importance of empowering all employees (not just sales people) to be active, visible and representing the business online. This fact alone would highlight the need for a radical shift of budget from traditional B2B marketing activities into proactive social media engagement.

In addition “branded communities created by a company or organisation” are seen as more influential than corporate events and entertainment. This prompts the question, is social media changing the way business operates?

One note of caution, company blogs and branded Twitter profiles rank last. This we believe is not necessarily bad news, but very telling in terms of how social media works in B2B. Buyers want to interact online with people and companies need to create structures that enable this. This shows that the true value of social media lies in people, not the platform.

To succeed in this new era of socially enabled B2B communication, firms will have to empower staff to act on a company’s behalf and give them the platform to build a profile, content and relationships in this space.

Tom Smith is MD of Trendstream, a consultancy dedicated to understanding trends in technology adoption and what they mean for consumer behaviour, marketing communications, media and content

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Creating a branded Facebook page can be daunting for any business; doing so without a robust moderation policy in place can be disastrous.

A branded Facebook page can be an open-invitation for foul-mouthed detractors to fill the page with expletives and abuse.

Perhaps less obvious are the implications of a well-meaning, but misguided employee jumping in and publicly defending the company against said detractor. Or worse, a recently redundant employee joining in and publicly attacking the company out of frustration.

Before creating a branded presence on Facebook, it is therefore important to consider the Three R’s – Resourcing, Redundancies and Restrictions.

Resourcing

Consider who will moderate the page and the hours the moderator(s) will be active for. Weekdays and work hours moderation is commonplace, but clearly state this on the page. For larger branded community pages, automated moderation packages, such as Crisp Certified, can be purchased, to automatically remove negative or abusive posts; while software such as the Digital Recognition Moderation Engine (DRME) can be used to moderate user generated images and video.

Do ensure all employees, from the boardroom to the shop floor, have been fully briefed on the page and its rules of engagement; a solid social media policy will provide employees with the confidence to know when and how to respond to customers as well as outlining the necessity for employees to transparently state their relationship with a brand when engaging online.

Redundancies

During sensitive times, such as mass redundancies, a branded Facebook page – or indeed the social web in general – can present itself as the perfect place to vent feelings of injustice. Employ a monitoring system, such as Radian 6 or Sysomos, to proactively search for any online conversations surrounding this. Ensure an escalation process is in place should the online conversation spread and fully brief the page moderator to watch for potential negativity on the page. Page guidelines should state that profanity and abuse can be removed and blocked, to enable the moderator to quickly deal with abusive or aggressive Wall posts and comments.

Restrictions

Consider sensitivities surrounding data protection. While automated moderation services can be employed to block specific words and profanities, moderation becomes more difficult when it isn’t a specific word that needs to be blocked, but a reference to something or someone. Ensure the page guidelines clearly state what can and cannot be referenced on the page, this ensures the moderator can remove or block users who ignore these guidelines. The General Medical Council is a good example of an organisation finding a balance between protecting data and driving discussion.

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Twitter has launched new brand pages with a new look and some useful functionality.

Coca Cola getting in early on Twitter

For those companies already on Twitter, this news is worth your attention.  Twitter’s new brand pages will better promote your brand in 4 ways:

1. A large header image gives greater prominence to your logo and/or tagline.  The Coke brand page is a great example.  Formerly, companies had to put up with an odd design which meant that brand images were concealed as wallpapers, hidden behind the Twitter timeline.  That has changed now.
2. Brands can highlight their best content.  Above the timeline is now a “promoted tweet”, which shows off a company’s best content.
3. Photos and video content can be expanded.  An example is Heineken’s promoted tweet, which shows off a photo of its newly-designed bottles.  Alternatively a video advertisement can be embedded there, simply by inserting a link to YouTube.  Disney Pixar makes great use of this and posts a trailer of its latest film there.
4. Replies and mentions may be separated.  Brands articulated a desire to see replies –i.e. customer interaction – in a separate list to mentions – i.e. tweets that have expressed an opinion on your product.  This will make it easier to do two separate things: engage with your consumers and see what people are saying about your brand.

Twitter liaised with chief marketing officers and found that what companies wanted was brand pages.  So that is what they have given them.  If you are one of the 5% of companies still not on Twitter, now might be a good time to start.

The bad news is that UK brands will have to wait until 2012 before the new pages are available. Something for the New Year then!

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So in the first blog in this series, we established that Reddit is significant online social movement, but what exactly can it offer a brand or business?

Monitoring:

Businesses can utilise the platform as a go-to for cutting edge news and content. Monitoring the platform for relevant industry or brand mentions can also yield interesting results. A search for ‘Coca Cola’ on Reddit reveals an interesting and perhaps surprising variety of conversations taking place around the global leader.

Engagement:

Businesses can actively participate in discussions or initiate new conversations. It may be worth considering potential CSR opportunities – is there a particular cause that is important to your business that you would like to talk about with the community?

A word of warning: tread carefully and be transparent about who you are. If you act in an underhand manner, you run the risk of the community turning on you.

The IAmA or “I am a” subreddit is another opportunity for business or brand ambassadors to engage with the Reddit community and answer their questions. Recently the intrepid explorer, Bear Grylls engaged in an IAmA, sponsored by Degree Men, the US version of the Sure antiperspirant brand. He answered redditors’ questions with text and video responses. His presence on the platform resulted in some gentle teasing from the community…

Sponsored links:

Reddit also offers sponsored link opportunities, allowing brands and business to target views according to their interests. As with a typical Reddit post, sponsored links can be commented on and are subject to the Up and Down vote system. They appear at the top of the Reddit feed and are clearly marked as a sponsored link. A savvy brand can get in the eyeline of a very targeted and motivated audience.

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Are you familiar with Reddit? Is the social news site incorporated into your social media monitoring and planning?

So, what is Reddit?

A dark horse of the online world, Reddit is a sharing platform that businesses and brands alike should be au fait with. It’s an online space where users or ‘redditors’ as they are known, share compelling content and breaking news, often front running the news agenda.

However, Reddit is much more than just a platform for sharing. Since its early days as an online space where liberal, left-wing citizens grouped together and shared opinions, it has spawned a widespread and dedicated community. The site has surpassed the boundaries of a traditional forum, evolving into a social movement and a force to be reckoned with.

Reddit and other comparable websites, such as 4chan, have endowed citizens with a whole new level of power, allowing individuals to come together and collaborate. ‘Anonymous’, the anarchic collective, which has its roots in 4chan is now an international operation. The “hactivist” group is well-known for a variety of illegal activities and most recently has played a significant role in the Occupy Wall Street movement, rallying members and creating buzz.

At present, there are 24,848 redditors subscribed to the ‘occupywallstreet’ sub-reddit, where active discussions and lively debates about the movement continuously take place. To cite another example of the Reddit community’s active engagement, members have only recently taken a stand against the Stop Online Piracy (SOPA), disputing the colossal risk that it poses to the way the internet is used today and government censorship.

Stay tuned for part II of this blog, where we will explain what Reddit has to offer brands and businesses.

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Are you, like us, constantly astounded by what people say in their Twitter biography?

You know what I mean – they range from the sublime to the ridiculous, from the disingenuous to the hilarious.

Well, as Twitter continues to grow we can only expect more of these bizarre and shameless 160 character profiles. So let’s celebrate them and have some fun!

We need your nominations for the most amazingly bad Twitter biography of 2011.

There are three categories

1. Worst spambot Twitter bio (the bio you know is so obviously the work of spammers)
2. Most laughable Twitter bio (the bio that makes you LOL)
3. Most cringeworthy self-promoting bio (is this person serious?)

Send in your entries to @iftweeter or as a comment at the end of this blog.

There will be a short-list and then a vote for the winners before Christmas.

Please screen-grab the entries or just copy them out and send to us.  We will black-out the Twitter profile name before publishing for privacy.

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Estate agents used to say, that if Pizza Express opens in a new area, it’s a sure sign property prices in said area are about to rise; and smart property investors should pay attention.

So I put it to you, if a meme spreads across YouTube, it’s a sure sign that a new trend is forming; and smart brands should pay attention.

Admittedly, there are vast differences between social memes and the property market, but there is also one clear similarity: they are both traded on currency.

Online memes carry social currency, content that can be traded, shared and associated with, as a means of improving – as Pierre Bourdieu put it – “one’s sense of community…helping to form one’s identity, and providing status and recognition.”

And if online social media memes carry social currency, then think of YouTube as The Royal Mint. A quick look at YouTube’s currently most viewed video today reveals that ‘Simon’s Cat in ‘Catnap’ is the top trending video.

With 922,292 views and 26,005 Likes on YouTube alone, the adorable cat cartoon, by animator, Simon Tofiled, has already reached 11,680 people via Twitter. A scan of YouTube also reveals that there are currently more than 1.6 million cat videos currently circulating across YouTube and a glance at the social media staples such as Mashable, will reveal that advertising agency, John St. in Toronto has, in the last two weeks, heralded the age of ‘catvertising’ – advertising that harnesses the cat’s current trading power as social currency.

So, if cat-related content is the latest social currency, should brands be chomping at the bit to invest in cat-related advertising and marketing campaigns?

Probably not. As PR Web wisely pointed out in a recent post, for a brand to adopt a meme, that meme needs to reflect an “image, idea, or phrase that best sums up your brand or product”. It also needs to “focus on the problem that your brand actually solves”.

Millions of memes circulate across the social web every day, as millions of consumers trade on the social currencies that help them form identities and feel included within their communities. When a brand hits upon a meme that bears relevance to their product or service, the result can be marketing gold.

Shoe-horning a brand into a meme that has no relevance to the brand promise or values is about as wise as purchasing a property on the promise that a Pizza Express is on its way to the area.

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