Creating an Effective Facebook Brand Presence in a B2B Environment
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Recently, I read an interesting report by Melissa Parrish from Forrester Research entitled “How to Create an Effective Brand Presence on Facebook.” Melissa’s best practices for successful Facebook promotion all made sense. Among them, Melissa spoke about the importance of creating multiple fan pages and cross-promoting them; using a customized vanity URL; and promoting a Company’s fan pages on its main Web site(s). In terms of engagement best practices, Melissa’s report talks about frequent posts; creating video and pictures exclusively available on Facebook; and asking visitors direct questions and/or taking polls.
It’s clear from Melissa’s research, and other reports by Forrester, that marketers are flocking to Facebook. And the key to success is having a well thought out plan for promotion and engagement. But do the best practices summarized above apply to B2B as well as B2C? As a B2B services company, I am still trying to understand what will work for a company like MindTree.
Yet these questions haven’t stopped us from moving forward with our own brand strategy for Facebook. MindTree recently introduced two fan pages that I would like your opinion on: MindTree and MindTree: Event Calendar. It is through these two pages that we want to keep the world updated on MindTree news and industry events we will have a presence.
Here is where you can help us: What level of engagement would you like to have with MindTree? What different mechanisms—video, pictures, poll, other–should we be considering? And how do your expectations differ between a B2B company and B2C company? I look forward to hearing from you.
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praneeth says:
What engagement level of engagement would you like to have with MindTree? –
It differs according to your stakeholders and how receptive are they with your brand and content
Prospective employees – (the most active group) – would like to see latest openings and clarify queries (refer HCL /accenture career pages)
clients – content and networking opportunities (something like live tweeting/blogging will help in building this user base)
Coders and software companies – Networking opportunities , share best practices, knowledge and build/leverage properties(yahoo hack days, google code jam, twitter code swarm) which help them showcase their codeing skills and network with likeminded peers..you can build properties to make this happen
Press- Hopes to get quick access and responses for their stories using twitter/fb
Finance – Can engage during financial results
What different mechanisms—video, pictures, poll, other–should we be considering?
IMHO, a Fan page for events wont help. Integrate it in main fan page with a custom tab.
You can build one for careers and may be empower “real employees” to respond to potential hires about mindtree.
You can also try ‘Work For Us’ app which allows you collect potential hires’ information from fan page
how do your expectations differ between a B2B company and B2C company
At a macro level, consumers prefer brands have authentic voice and dont treat social media as yet another media vehicle. COnsumerx expect brands to participate in social media and not use it(like we use traditional media)
P.S- Check out this ppt I made on how Mindtree can leverage digital marketing http://www.slideshare.net/secret/iJkPSVjhOZSMF7
Joseph King says:
Great points….thanks for sharing