Facebook is a huge topic of interest to B2B marketers, so we wanted to share two examples of stellar B2B Facebook Pages, as a follow-up to How to Build a Great B2B Community on Facebook. That post was the first part of a MarketingProfs B2B Forum presentation and here are the case studies from the second part.
Examples of Interaction on Facebook
At a high level, Corey outlined the following goals for their Facebook initiatives:
- Map goals – MarketingProfs does engage in sales via Facebook but had examples for effective integration throughout the presentation
- Create content
- Get feedback
- Drive membership
- Show personality
Corey shared a series of examples from the MarketingProfs Facebook page, walking the audience from Facebook update through impact in overall content marketing initiative.
Example: 15 Marketing Buzzwords to Stop Using
A question, discussion, and response from this update, poking fun at marketing buzzwords turned into a Slideshare presentation, blog post, and follow up series.
The presentation hit the hot spot on Slideshare three different times and could be traced back to 500 new members.
Example: 8 Misconceptions About a Remote Workforce
Newsjacking Yahoo’s announcement eliminating their remote workforce, MarketingProfs (who’s workforce is completely remote) used a similar strategy, leveraging the actively participated in Facebook discussion to generate a presentation, which now has over 80,000 views on Slideshare.
A few other ideas to consider:
- Fill-in-the-blanks are great for developing discussion
- Negative updates tend to do better than positive ones, but use them judiciously
- Updates can be great for getting feedback for challenges or issues (Corey cited an example of understanding their lack of pickup on mobile marketing events even though broader interests seemed so high)
- Doodles and images work and MarketingProfs is lucky to have such a talented artist on their team
From a sales perspective, Corey showed an example of a creative brand-based selling action / promotion. The key is to be creative in communication and execution. The end result was that even though the update itself had very little engagement, they still sold five passes to this event.
Content Makes Your Boring B2B Business Less Boring
Kristen Curtiss is the social media specialist who takes on the daily challenge of making sure Constant Contact customers stay engaged with the business through social media. Believe it or not, email is not very exciting without a bit of valuable content to keep things moving.
High level results of Constant Contact’s Facebook initiatives:
- Over 91,000 Facebook Likes
- 59,000+ fans (likes) gained in a two year period
- 13% of fans have connected (interacted) with the page
Constant Contact uses a mixture of posts and updates to develop reach and engagement. Some of their best practices include:
- Custom images work – they started by just using photos but found that adding “thought bubbles” and other customizations worked better for engagement
- Remember marketing objective – Constant Contact consistently queries their audience to find out what they are most concerned with
- Text only posts tend to get more reach from fans; even more so than images. Constant Contact uses a 50/50 mix of image and text updates to keep things balanced
- They only post links to the site once a week because they get the least engagement (as opposed to images and text)
- Constant Contact uses Facebook chats. They created a custom image that points to a chat on Facebook, which in turn helps develop customer understanding
- Customer feedback is very important – Facebook is an important tool for them to message customers about issues / service and feedback on new functionality and development
- Kristen recommends running social campaigns via tabs on Facebook and make certain to cross pollinate efforts (for example, their Facebook initiatives are embedded through other marketing channels like email distribution)
Lastly and most importantly, HAVE FUN! Remember that the key to getting good engagement rates is to keep things lively and conversational.