The tools that help #ABM socialise
Our blog post when #ABM gets social introduced how ABM marketing teams are connecting with an increasingly socially savvy customer base.
Over the last 12 months we’ve seen a variety of new social sites emerge. But for the time being, it’s still the giants of Facebook, LinkedIn, Twitter and SlideShare that dominate social media for business communications.
Momentum work with clients to help them build a representative and interactive presence on these main social networking sites.
Here’s just a few of our key learning points:
1. Go mobile
Our most effective ABM strategies help customers spend time where their customers spend time. Increasingly, this is on social channels via mobile.
A recent study showed that the average adult checks a mobile device over 150 times a day, with most of these visits to check favourite social media channels.
We advise clients to maximise this opportunity by choosing social tools that are optimised for mobile. These are platforms such as LinkedIn and Twitter, often accessed via mobile specific aggregator sites such as Hootsuite and Evernote.
2. Get hyper-personalised
We’re experimenting with different ways to use social to reach decision makers within large enterprise accounts.
We’re doing this through a combination of paid-for and organic social campaigns - across both public and members-only forums. This seeds content into social conversations and also integrates with offline activities, such as events or tender invitations.
For example, one client has started to use social to demonstrate thought leadership in a topic we know is top of mind for a customer. By sprinkling insight across targeted groups we’ve increased our client’s reach within the account.
Another client has started to use Twitter for microblogging about a specialist subject. With the right combination of hashtags, follows and re-tweets we’ve increased the number of customer ‘touches’ to keep engagement alive and kicking.
3. Imagery and visual storytelling
We’re all now comfortable with sharing information visually about our personal lives, as demonstrated by the incredible rise of the selfie and sites like Instogram or Pinterest.
This reliance on visual story telling is now infiltrating all aspects of business communications - with platforms such as Instavid, Vine, Snapchat and Hyperlapse making a real impact on the social media world.
We’ve found that ABM can use the ‘visual web’ to bring content to life in a lively and engaging way.
For example, if you’ve spent the time and effort to create an eBook, then why not spin off parts or all of it on SlideShare site and share snippets via Twitter? Tweets with images get more clicks and you give your audience at-a-glance access to relevant content.
4. Measure, measure, measure!
Of all the social media platforms that are available, the most important help you understand and measure the impact of your ABM social interactions.
This makes sure you can respond quickly to your customers’ social conversations – sharing the right content at just the right time to react to social influences.
Social metrics also form an important input to customer insights – the heartland of ABM. For example, they can give you an up-to-the-minute snapshot for an exec profile, spot the latest industry trends or help you find an account’s key influencers.
Social media is constantly evolving and we want to actively collaborate and experiment with our customers and partners. Just get in touch @MomentumABM if you have a Social ABM concept you’d like to explore further.
View our slideshare on the topic here