PR junior Hiwot Wolde-Senbet shares her learning experiences on managing social media channels in B2B.
Most of us in this game know how to use the main social media platforms; along with some measurement tools such as Sprout and Hootsuit. If your target audience is the average Joe and you are doing social media for B2C, you can share something a bit witty with a fairly attractive photo of your favorite product to generate likes and build up your followers.Growing up as a part of the social media generation, I have seen many of my PR and marketing counterparts adopt different practices. And of course, some are better than others and some are simply laughable. We all know those that send out mass messages to their families and friends on Facebook asking them to like and follow a certain company. Sure, it could work if your company sells milkshake that appeals to everyone. However, in B2B, your friend’s aunt that works at Asda isn’t really going to help you spread the word about the merits of enterprise wide trading systems. In B2B you must know your audience and really understand their issues.
However, I’ve learned that you have to work that bit harder with social media management in B2B. You have to demonstrate understanding of your market and its needs and most importantly – interact with your niche.
Your objectives in B2B must go beyond creating a buzz for your business and need to work towards creating a platform that is credible and attracts the power brokers and the influencers. It is also important to remember, social media is more than a communication platform; it is part of your marketing, PR, customer services, business development and sales. Therefore, managing it in a way that reaches the right people and shares appropriate insights is vital.
Since clients have to find you relevant and interesting to follow and engage, here’s some tips that I have picked up along the way to make sure your social media comms don’t sound like a broken record but resonates with those that will affect your business’s performance.
- Clear messaging: Identify and clarify what you want to say about your company and how you want to say it. This can help promote the services or the products you provide along with your company’s values and mission.
- A targeted audience: Know who your industry’s leaders are, who your current and potential clients are, anybody who is anybody in your industry that is relevant to you and ensure you connect with them.
- Relevant talking points: Identify issues, trends and regulations that impact your audience’s business and share relevant news.
- Platform consistency: Ensure your platforms are up to date and consistent.
- Listen as well as talk: They say the best way to lead is to listen more and talk less, so tune into what your followers are discussing and participate when relevant.
Subsequently, you need to put some performance measurements in place, regularly track your progress and re-evaluate. By following the steps above, you are on a road to growing your B2B social media platforms in an organic and sustainable way and ensuring ROI.
Eria Odhuba, resident analyst relations lead reviews the ‘dos and don’ts’ for getting the best out of the mighty trade show.
|Sibos – comes round quicker than Christmas|
So I’ve just been to a couple of big industry events, and it got me thinking about the preparation exhibitors need to do to make them worthwhile. I am going to use Sibos 2014, this year in Boston, as an example here as I have shed so many tears getting clients Sibos-ready over the years.
Obviously there are many exhibitors who have got Sibos running through their veins and if they had time, could write this post with their eyes shut, but here’s a guide for Sibos newbies, or a useful checklist for the seasoned salts.
What are some of the issues with events like Sibos 2014?
- ROI – if you’re going to exhibit, you want to make sure you recoup your costs and some! It’s a very expensive line item, the return needs to be quantifiable and equally impressive.
- Poor preparation before the event – If you don’t plan your communications and resources properly, you will look amateurish and it will show compared to those companies that have this event down pat.
- Being heard above the white noise – if you don’t know your key message, if it’s not relevant, fresh and exciting, then you won’t get heard.
- Thinking lead generation begins at the event – People come to Sibos to continue conversations, not to start them, Sibos needs to be the culmination of a campaign that results in a face to face meeting.
- Recruitment consultants – not much you can do about this. I remember a consultant at Sibos who told me, at a party, that he had received or processed CVs for about 25 people in the room. The recession is over; it’s a seller’s market.
What should you NOT do before Sibos 2014?
- Panic (!) i.e. wait until it is too late before preparing for the event.
- Keep your head in the sand and ignore industry trends leading up to the event – you need to know what pain delegates are feeling so you know what your products and services best address it.
- Miss the opportunity to try and connect with signed-up delegates before the event (more on this later).
- Prepare conference material that is bland or off topic.
How should you prepare for Sibos 2014?
- First of all, you need a three-month activity timeline with specific actions and deadlines, allocating responsibility for each action. So, with Sibos 2014 in October, you need to start planning now, July.
- If you’re reading this and you haven’t booked your hotels and flights yet, suggest you stop reading right now and get on it 🙂
- To stay ahead of the game, read the Sibos 2013 summary by Aite Group here and other post-event summaries.
- Read Sibos Issues and other news to understand what people will be talking about this year. Don’t repeat the last year’s messages or themes – find something new and relevant to attract attention in the lead up to the event. If you can’t figure out how to articulate your value proposition, get help.
- Think how this event falls into your sales funnel. Identify key prospects from the delegate list, and plan multi-step communications or lead generation activities to get them to want to talk to you at the event. Each step should add value to the relationship, so use content to increase interest. Get delegates to self-select themselves to contact you for a meeting based on the content you have provided BEFORE the event.
- Plan your press and industry analyst engagements now. Influencers don’t have time to speak to everyone so make sure you know how and what to pitch to them. If you don’t know how, get an expert in. Don’t be unprofessional about this and ignore the value of great influencer meetings.
- Focus on meeting influencers you rarely see, rather than those that are down the road from you who you can catch up with any time.
- Go for feature opportunities that get you in the news the week of Sibos, and make sure whatever news announcement you have is actually informative and not simply white noise.
- Contribute or link to pre-event social media communications to help build your profile before the event.
- Plan your post-Sibos steps now – what content or steps will you follow up with and who will be responsible for these steps? What you do after the event is even more important if you want to convert prospects into sales?
What to do at Sibos 2014?
- Make sure you set time and proper spaces aside to speak to delegates you have meetings planned with.
- Document your meetings and make someone responsible for managing follow up actions.
- Plan how each contact will be communicated with after the event and when.
- Get someone to walk the floor to see what other exhibitors are displaying. You need to understand what competitors are saying and how they might be getting their message across.
- Have content that is sharp and precise enough for someone to read in two minutes that would make them want to ask questions.
- Enjoy yourself; ergo no rest for the wicked!
If your’re a software compnay thinking of doing PR, this one is for you:
Tips for entering Tech Awards
Last week, BJSS, a CommsCrowd client, won the TechWorld Award for Best Public Sector project. It’s a genuinely cool project, re-engineering a very big data warehouse, bringing it in house, fully automating it and helping the NHS to save on human resource and money – both scarce commodities in the public sector these days.
|if you had to guess which one of us was not an
award-winning software engineer, who would you pick?
The awards themselves were also impressive, in a transparently objective kind of way, projects were free to enter, award ceremony free to attend and they even gave an award to a company that couldn’t make it – in all my days I’ve never seen that before – fair play.
So I am very pleased for my client, it’s a huge validation of the great work they are doing and I’m pretty pleased for us too. I didn’t write the award-winning software but I did have a hand in writing the award-winning entry.
Here’s some tips for drafting those perfect 1,000 words:
- Get buy in – you can’t do these on your own, work as close as you can with the client ping pong the entry back and forth until it’s perfect.
- Allow enough time – we think it takes about a day and a half on average to draft and edit a standard 1.000 word award entry and that’s assuming you already know the story.
- Start early – it at least three weeks before – get information from source, ie the people that worked on the project.
- Answer the question – every award has a bias so be sure to answer the questions exactly as asked.
- Word count – keep it tight and don’t waffle.
- Before and after stats demonstrating ROI – without these don’t bother to enter.
- Have a heart – think of the poor judges and how many submission they have to read, do make an effort to tell a darn good yarn, keep the narrative sparkly and fluid.
Post Script: other award winning entries include:
- 15/04/2013 Caplin wins Best Web Implemntation at the Sell Side Technology Awards
- 02/12/2013 BJSS wins Best Big Data Project at the Tech Success Awards.
- 15/04/2014 Caplin wins Best Web Development Platform at the Sell Side Technology Awards.
- 14/06/2014 BJSS wins Best Information Technology at the Best Business Awards
- 14/07/2014 BJSS ranked fourth for International Growth in Sunday Times Tech Track 200
- 15/07/2014 Caplin wins Best Trading Technology Vendor at the FX Week Awards
|Gonna need a bigger banner|
Because B2B commercial copy is for intelligent business consumption, it’s tempting to make it sound grand, but this inevitably makes consumption so much more painful.
Here’s my top tips for edible copy:
- Who are you writing for? Write for one person. Assess their motivation for reading your copy. Will it enlighten, inform, entertain, motivate them to act? Think what’s in it for them. Assess the time they have to read it, their knowledge level.
- Get the knowledge: Sounds obvious, but you need to know/understand at least as much as your reader. If you don’t have the knowledge go and get it. Research it, ask questions, find an expert, get them to draft it if necessary.
- Get it all out: If you find yourself staring at a blank screen then just write anything and everything down to do with what you are trying to say, from this you can create structure, and extract key facts.
- Ask questions which can provide the structure: Ask yourself some basic questions like, Who, Why, When, Where, What and answer them in bullet format. Leave the questions as subheads for now. Arrange the questions into a structure that will form the basis of your logical/persuasive argument.
- Does it serve your purpose as well as theirs? Your copy must add value to the reader but does it also support your company messages, make sure your copy always underlines a key value proposition. If it doesn’t why are you writing it?
- So what? Then read it through, anything missing? Ask yourself, ‘Why do I care?’, ‘So what?’ and, ‘What’s so exciting about that?’ If you’re bored by your own copy, imagine how everyone else feels. (At this stage this might be the longest your copy gets, from here on in we are cutting it back).
- Show not tell: De fluff: Use objective observation and facts to show. Not subjective adjectives and opinion to tell. You are not penning a love letter, but presenting the facts in a compelling fashion. Imagine the building is on fire and you cannot leave the office until you have shouted the story from the window. This exercise will ensure you only use the words you need, to say what has to be said and no more. When it comes to strong copy, a couple of carefully crafted sentences are more effective than a whole paragraph of jumbled thoughts.
- Every time you review it, cut it: Aim to reduce word count every time you review the copy (3- 5 times) with decent breaks in between sessions to allow the creative brain to mull over the project, find the right phrase, the most perfect word.
- Don’t force it: Could you sneak your copy into conversation, would it sound natural, or would people think you had gone crazy/swallowed a dictionary/been indoctrinated by brand Y. Be kind to your reader, make your copy easy to read!
- Read final draft out loud: Now print off the copy and read it out loud. This really helps spot the ‘silly’ mistakes that your eyes haven’t seen but your tongue will trip over. It will also help you with punctuation.
You can download these tips in a handy pdf if you like to keep on your desk and front of mind.
In fintech Sam Howard asks can comms people add value or are they the weakest link?
I’m a comms person in b2b tech, primarily fintech. Fintech – that’s software geeks creating awesome stuff for banking geeks.And all fintech comms people have to do is wrap their pretty little heads around how the the global markets work, how a financial institution works and how it makes its money; then evaluate the opportunities and obstacles created by the latest market conditions and regulations that might help or hinder it making that money and just piece together how their client’s technology taps into those opportunities/overcomes those obstacles, so that a bank might want to buy it.
Anyone got a PHD in anything at all they are not using right now?
Dear software geeks, we understand your fear of getting us comms people involved, we share your fear. We have reoccurring nightmares where Anne Robinson is sufficiently underwhelmed by our efforts. But Einstein once said if you can’t explain it to a six year old, you can’t explain it. Let’s assume all the people in the room are clever, it is the common denominator, so there is no need to posture on that. Don’t be tempted to use content as an opportunity to show off how much you know – they know you know.The key then is to add some value to the debate, to explain the complex lucidly, to ensure that overarching points are not lost in the minutiae of the detail and that those points stack up to a logical argument leading to an insightful conclusion.
It’s not as ‘easy’ as it looks, I can tell ya, getting the people with the PHDs to look up not down, out not in. And if in so doing we tend to simplify things, rather than wonder if we haven’t dumbed down your whole reason d’etre, just trust, you know how to build software, we know how to build reputations.
In the kingdom of the big and the clever, it’s the six year old kid you need to impress.
Sam Howard advises on how tech companies can give better interviews.
Media training – that’s a terrible phrase isn’t it? Makes you think of all those awful politicians that enunciate every syllable emphatically, use all their fingers to underline each phrase and talk at you as if you were Jeremy Paxman. So let’s not go there. But there is still much you can do to make sure your conversations with journalists go well. Key, is to remember the journalist has very little time to create a very good story, and it’s your job to help them with that.
Some sensible tips for sensible interviews:
1) The Press as a whole are more concerned with business arguments than technology methodologies so the WHY needs to be answered way before the HOW and this is where many tech companies need to lift up their heads. The WHO is pretty interesting too, so whatever you do, don’t tone down your colourful characters.
2) The old truism,’ no-one is that interested in you’ is – erm – true. They are interested in issues though, so if you can help solve them, then that’s the angle to go in on.
3) Journalists are very busy people, so PLEASE get to the point. Work out how your issue-based messages can be delivered top down, so if you’ve struck a chord you can drill down with more insight or leave it as a one liner if it gets no traction.
4) It sounds obvious, but actively listen to the question and genuinely try to answer it.You need to answer questions as best you can and weave in your messaging where appropriate and leave it out where it isn’t. It’s critical to be seen as someone who understands the market and how it ticks. This is more important than getting all your messages across in each and every interview, euch! You may manage it the first time, but I doubt if anyone will want to talk to you a second time. However if you can establish yourself as a credible and trusted source, then the journalist is more likely to make time to talk to you when you do have relevant news.
5) The journalist is looking to create a compelling story from a mixture of background information, intelligent argument and quotes, so if you want to be quoted you need to have a view and be incisive; otherwise you find most of your effort gets swallowed up in unattributed body copy or as background information. Answers can be your own thoughts based on experience or theory, statistically or anecdotally-based or ideally a mixture of the lot.
6) Spokespeople should be reading a weekly digest of relevant hot stories, remember head up!
7) It should go without saying but follow the publication and the journalists you are hoping to meet, so you can assess what messaging will resonate best for that particular journalist.
8) Be courteous, Allow time for the journalist to finish their note taking and prepare their next question, do not dictate or just talk into the silence. Offer sustenance, and DO NOT look at your phones.
9) Remember this is a two way conversation, ask what the journalist is seeing and hearing in the market and future story ideas he is working on.
10) Every interview is different but you should be able to answer the following fundamental questions:
. In these cash strapped times, where are your customers spending their IT budget in your sector?
. What are the drivers behind this (i.e. sticks and carrots)?
. So where do you fit in?
. Other companies do what you do why are you better?
. What tech Holy Grail are you customers chasing right now?
. What’s preventing organisations from achieving it?
. What are the key trends in your technology sector right now?
. What’s your sector going to look like in five years’ time?
You can download these tips in a handy pdf if you like to keep on your desk and front of mind.
Sam Howard wonders do we really need tech PRs?
A recent survey by Careers Cast suggested that the life of a PR was second only to being a pilot in terms of stress.
“It’s not rocket science!” blasted journos all over twitter.
Very true, but PR can be a trite fraught on occasion. To illustrate my point lets imagine a world where there were no PRs, because everyone in The World of Tech was just so good at connecting and communicating…
Once upon a time, there was an incredibly enthusiastic and irrepressible young journalist, to him the glass was always half full, not that he was much of a drinker, mind! One day he had to catch a bus into the village to buy more type writer ribbon. He planned to use this time on the bus to fact and spell check his work before submitting it to his editor. “You are such a perfectionist!” The wise, old gentleman would kindly chide him, whenever he handed in his copy just a little late.
In the next village there lived the most charming and charismatic inventor you could ever hope to meet. She also had to catch the bus to visit the local ironmonger, who she had commissioned to make some more phalangees, a critical component in her latest invention.
Well, it must have been fate, for on that day, these two jovial people just happened to sit next to each other. Both of them being out-going types, in possession of exceptional social skills, they soon fell into a happy rapport. In no time at all the earnest inventor was telling the curious journalist all about phalangees and their properties in an extraordinarily level of detail. The journalist had all the time in the world to listen to the long list of features that each permutation of phalangees delivered; indeed he was gripped. Having both missed their stops, they were now walking companionably back into the village together and the journalist used his psychic skills to ascertain the unique business benefits that phalangee-based engineering could deliver to his readers.
And so with a great shout of excitement the journalist stopped in the lane and cried, “I believe this to be the singularly most important technological discovery of our time! And even though my beat is actually musical theatre, I’m sure my editor will give me the cover story to tell the world all about it.”
Well, the inventor was somewhat overcome and demurred, “Golly that’s terribly decent of you, but do you think you might wait a while before you write anything as I now realise I’m not quite geared up for discovery just yet?”
The journalist nodded solemnly, and true to his word the story was published quite some time later, once the inventor had taken her suit to the cleaners, decided on her company logo and got the phalangee-based product range to stop blowing up.
Within hours of that one story breaking, everybody was talking about it, and, Ashton Kutcher, Lady Gaga, Kanye West and Stephen Fry were all begging to be among the first to beta test it and the company share price shot up and overnight the inventor became a multi-millionaire.
As for the journalist, he was ever after regarded as a technology guru whose wise words would forever be commissioned throughout the land. And they all lived largely ever after…
Yeah, like that happens all the time!
If it did there might be no need for PRs to help companies articulate their offering in a coherent way that delivered compelling copy to the media. But it very rarely does and and making it so is sometimes a thankless task. But the second most stressful career?
OK if it wasn’t for us PRs the wheels of commerce might have to travel a road more pot holed, but no, it’s not rocket science, nor is it like flying a plane, or being a nurse, a fire fighter, a policeman, a prison warder, a teacher, a carer, or even a journalist…All jobs have a level of stress associated with them and in PR I think we might secretly like it, it’s nice to be needed.
Is a badly written press release down to the PR officer as journalists love to think, or all the layers of people it must go through to get sign off?
It’s too depressing to cite examples of dreadful press releases here, but editors still get them daily. This could be because the PRs can’t write, in which case don’t let them on the account until they can. Look at your training programme and your time investment in this, even the most clunky of junior writers can make great progress with some guidance and ground rules. But if you are paying someone to do your PR and it’s obvious they can write, then really I think you should just let them. But sadly that’s often not what happens.There is another reason why editors receive such toe-curling, bland brochure-ware – and it’s more common than you might think – and that’s thanks to all the people that contributed to its creation.
For the uninitiated, here’s a typical sign off cycle in a midsize tech company:
- The PR drafts the press release for a product launch, let’s assume it’s pretty good: it tells a story, makes a point, does it succinctly.
- Then the head of comms reviews it, make more of the key messages, it’s a bit more evangelical, but what can you do?
- Then the head of product reviews it, and adds a load of technical detail that probably no one is ever going to read cos it’s very boring.
- Then the head of sales gives it a quick once over, and just adds ‘world’s leading’ to the company descriptor, cos he’s read press releases before and they always have that.
- Then the head of the division takes forever to review it because he is so very important, and adds some outlandish testosterone-fueled statement that says more about him than it does about the product launch.
- Then the company lawyer reviews it, and she removes anything remotely interesting at all and what’s left is littered with trademark symbols.
- Then, and only then, can the PR send it out – obviously three weeks late and to howls of derision from the very same journalists that she really rather admires and would very much like to impress…
Another of Sam Howard’s pet
In PR you hear a lot about being ‘On Message’. This is very important isn’t it? Being On Message, having your people rehearsed and slick, so they can always be On Message? Oh pulllease.
If a journalist knows what you’re going to say before you open your mouth why would he/she bother to rock up for the interview? I mean seriously, what’s in it for them? If they just want the corporate spiel, they’ll check out your website. If they want to talk to you it’s cos there’s a vague hope that in and around the adaptable-scalable-innovative-flexible monologue you might actually have a view, say something interesting, topical, original, human even, and actually provide some decent copy.
The best view to have, I think, is one that runs contra to the stream. Back in the mid 90s when I laboured over my very first press release, I was super diligent about being fact-based and succinct, (I had been trained well, forever in debt Mr Springett) but I didn’t have the confidence to write the quote for my boss. So instead, I wrote, “Say something contentious here.” And he did, and it worked a treat. Mr Caplin, gotta love him and even if you don’t, he always makes great copy.
On occasion, it’s OK to fess up to that slightly dodgy implementation when your record is normally great, and you can demonstrate you have learned from it. Or to admit the recession might be taking its toll on you too, but you are gonna haul your weary backside out of it, or die trying.
You see the joy of sometimes wondering off message means that when you do get back on it, your audience might actually believe you. And isn’t that quite important? Besides, whoever wants to hear somebody else’s diet is going really really well?
When I work with my PR clients we work hard on looking at where we can first and foremost add some value/originality to the debate. You know not everything that comes out of your mouth is necessarily going to be that great and that’s where your trusted PR comes in – they can tell you what to run with and what not to bother banging on about, because it is irrelevant or just actually not that interesting. Sometimes it is all about the team singing from the same hymn sheet, but other times you just need to know a good tune.