It’s Super Bowl time. The big day to watch all of those commercials we’ve been waiting for, oh, and there is that football game.
While I enjoy my wings and microbrew, it gives me a moment to think about what we as B2B Social Sellers can learn from the Super Bowl. Big Brands and their agencies spend many hours and thousands (if not millions) of dollars planning their social media around the Big Game. Many have special social media command centers or “Social War Rooms” to monitor social activity and identify opportunities to capitalize on the moment, and hopefully “go viral”. One of the most famous examples of this is Oreo Cookies’ “you can still dunk in the dark” Tweet during the 2013 stadium power blackout (est. over 525,000,000 impressions from one tweet). Other big names with NASA-like command centers for monitoring and data visualization include Dell, Jaguar, Gatorade, and Nestle. Read Brandwatch’s article.
While this level of effort is beyond the average B2B enterprise sales rep, there is still much to be learned from the Big Brand approach as we plan for our own “big” events, perhaps a product launch, a trade show, an industry report release, or even a Google On Air Hangout. Any of these deserve special preparation and planning to take advantage of the communications channels available to all of us, not just the Big Brands. Here are just some of the things we can do.
Plan in Advance
- Hashtag Strategy—What hashtags keywords will you use in your blogs, tweets and other online content to support this specific event. I see a lot of people miss out because they didn’t create a special, hashtag for their event. Make sure it’s short so it doesn’t take up too much of your post.
- Blog Posts—Create an editorial calendar for yourself with a plan for pre- and post-event posts. Having a plan keeps you on target and consistent with your posts and you can easily load them up in advance.
- Create Events pages—Facebook and Google+ have excellent Events posts and Google+ can drive extra traffic to your web page.
- Schedule Your Tweets—You should have an account with Hootsuite or Buffer. Schedule your tweets and posts in advance so you don’t have to worry about them. Schedule them for maximum Retweets and Likes by your audience, using tools like Followerwonk to find out when your followers are most engaged.
Listen and Monitor
You don’t need a room full of 40” screens to monitor your engagement. Here are some tools that you can use for free:
- Hootsuite for monitoring hashtags, RTs and MTs
- Look at your Twitter analytics to see what impact you are having
- Social Mention scans for mentions of people or bands across platforms
- I use Topsy for showing me what topics are hot that I can join in
For a little bit more:
- If you are on LinkedIn, you can see Shares and Comments, and if you have a Premium level account, you get detailed reports on who is looking at your profile.
- Want to get a little deeper? Social Media Today lists their Top 8.
Now that you’ve got everything scheduled, you don’t just get to eat chips and kick back. Social Media as well Social Selling require a mix of the scheduled and the reactive. You need to have your mobile device at hand to retweet memorable stats or quotes, or to capture a picture of the award acceptance, or to provide live comments. I’ve met really interesting people who were in an audience with me and my live tweeting caught their eye.
There you go! With a little bit of planning, you are all set with your own B2B Social Selling Command Center. Touchdown!
Sellwith.Social is brought to you by Oinkodomeo, The Sales and Marketing Agency. We are passionate about bringing together the best of sales and marketing for a new focus on the buyer. We offer strategy and support for Social Selling initiatives including blog development, content marketing, CRM and sales enablement tool integration, as well as inhouse workshops and team training for inside sales and account executives on how to leverage Social Selling in the B2B sales process. For more #SocialSelling tips, follow our blog or engage with us on Twitter @SellWithSocial.