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Social Media Marketing for B2B: A Primer

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    Social Media Marketing for B2B: A Primer - Presentation Transcript

    1. Primer to Integrated Social Media Marketing for B2B
    2. Hello, I’m Drew Mehl
      • Creative Director/Principal for Binary Pulse
      • Interactive marketing firm for technology companies
      • Writer/blogger since 2005
      • Sci-fi geek
      • Laissez-faire capitalist
      • Family man
      • binarypulse.com
      • facebook.com/people/ Andrew-Mehl/1667740822
      • linkedin.com/in/drewmehl
      • twitter.com/drewmehl
    3. Some of the Clients We Serve
    4. Four-Part Series
      • Primer to Integrated Social Media Marketing for B2B.
      • Social Networking. Join the Conversation
      • Corporate Blogging. Feed the Need for Information
      • Multimedia. Appealing to the Visual Learner in Us All
    5. Common Questions & Concerns
      • Does Social Media work for B2B?
      • What tools should we use?
      • We’re afraid of bad feedback!
      • How can we monitor it?
      • We don’t have the time to do it!
    6. Topic One Agenda
      • Why social media? Why now?
      • How does social media fit into the conventional marketing mix?
      • B2B social media believers
      • Considerations for getting started
      • Q&A
    7. It’s a Different World
      • There is a fundamental shift in the way people communicate, research and buy on the Web
      • Emphasis is on engaging in more granular, personalized conversations
      • Instead of solely going outbound and trawling for customers, you need to make it easy and worthwhile for them to find you
      • Information and speed are critical determinants of success
    8. Why Social Media? Why Now?
    9. A Brief History
    10. A Brief History
    11. A Brief History
    12. A Brief History
    13. A Brief History
    14. A Brief History
    15. People do business with people
    16. Power to the People
      • 91% of US adults regularly or occasionally seek advice about products or services. (BIGresearch)
      • "Person like themselves" still most trusted source for information about a company and, therefore, products. (Edelman Trust Barometer, November 2007)
      • Online social network users were three times more likely to trust their peers' opinions over advertising when making purchase decisions. (Jupiter Research, March 2007)
      • By 2020, 84% of marketers agree that building customer trust will become marketing's primary objective (1to1 Media, April, 2008)
      • In a study of online UK retailers, 59% reported that the consumer-generated activity leads to better search engine optimization . (eMarketer, 2007)
      • 26% of search results link to user-generated content . (Nielsen BuzzMetrics)
    17. Overarching Objectives for SMM
      • Humanize your company. Communicate to prospects in engaging, intuitive ways to simplify understanding.
      • Grow your digital footprint. Make your company, products and services more findable on the Web.
      • Become a trusted advisor. Increase your credibility and influence by providing real value to prospects.
    18. Social Media - the Corporate Side 93% of organizations surveyed are using some sort of unpaid social media as part of their marketing mix. - Awareness & New Marketing Labs, 2009 survey of 623 marketing executives at mid-to-large sized organizations
    19. Social Media - the Customer Side
      • 57% of Internet users are members of a social network
      • 93% of social media users believe a company should have a presence in social media
      • 85% believe a company should go further than just having a presence and should also interact with its consumers via social media
      Cone Business in Social Media Study (September 2008)
      • Social media is very appealing in light of the economy
      • Low economic barriers to entry vs. traditional media
      • Traditional media is suffering in the economy
      Economic Inspiration
    21. Message to Marketers
      • “ For companies, resistance to social media is futile. Millions of people are creating content for the social Web. Your competitors are already there. Your customers have been there for a long time. If your business isn’t putting itself out there, it ought to be.” – February 19, 2009
    22. How Does Social Media Fit Into the Marketing Mix?
    23. Enter the Conversation
      • Content is no longer king. Conversation is .
      • Move from a one-to-many approach to as close to one-on-one as you can
      • Recruit influencers and advocates to your cause, let them carry your flag
    24. The Marketing Mix
    25. The Essential Social Exchange
      • Content
      • Conversation
      • It’s a two-way exchange
    26. Social Media Landscape
    27. Social Networks
      • Facebook.com
      • Ning.com
      • Myspace.com
      • Hi5.com
      • Friendster.com
      • Skyrock.com
      • Orkut.com
      • Netlog.com
      • Bebo.com
      • Tagged.com
      • Imeem.com
      • Badoo.com
      • Xanga.com
      • Myyearbook.com
      • Classmates.com
      Online communities for people with similar interests and/or for general networking and socializing #1 social network w/175 million users (50 million 1 year ago; growing at 5 million per week
    28. B2B Social Networks
      • LinkedIn.com
      • Slideshare.net
      • Xing.com
      • Plaxo.com
      • Networkingforprofessionals.com
      • Ecademy.com
      • Ryze.com
      • My.wallst.net
      • Yammer.com
      Business-oriented online communities for people looking to network and find partners, information 30 million users; 36% of members claim to have direct responsibility over business purchase decisions
    29. Video Sites
      • Youtube.com
      • Video.google.com
      • Video.msn.com
      • Hulu.com
      • Video.aol.com
      • Dailymotion.com
      • Viddler.com
      • Veoh.com
      • Metacafe.com
      • Break.com
      • Revver.com
      • Stickam.com
      • Blip.tv
      Video and multimedia sharing sites that allow people to post and comment on videos December 2008: 14.9 billion online video views in US; YouTube had more than 5.8 billion of those; in October 2008, it surpassed Yahoo to become #2 search engine
    30. Blogs
      • Blogger.com
      • Wordpress.com
      • Wordpress.org
      • Vox.com
      • Blogsearch.google.com
      • Technorati.com
      Individual, organization and corporate-sponsored Web logs that enable anyone to easily publish content Somewhere between 112 and 188 million blogs being tracked by Technorati in 2008
    31. Micro Blogging/Texting
      • Twitter.com
      • Twitpic.com
      • Twitxr.com
      • Mocospace.com
      • Tumblr.com
      • Friendfeed.com
      • Plurk.com
      • Jaiku.com
      • Lifestream.fm
      • Jott.com
      • Socialthing.com
      • Swurl.com
      • Brightkite.com
      • Pinger.com
      • Utterli.com
      Services that feature short messaging communications and distribute via Web and mobile applications 752% growth in 2008; (up 1 million in December 08 alone); approx. 5-6 million users now; future search play
    32. Photo Sites
      • Flickr.com
      • Photobucket.com
      • Imageshack.us
      • Fotolog.com
      • Multiply.com
      • Webshots.com
      • Snapfish.com
      • Fotki.com
      • Smugmug.com
      • Zoomr.com
      • Picasa.google.com
      • Zoto.com
      Community sites for the storage and sharing of photos and videos 3 billion images as of November 2008
    33. Wikis
      • Wikipedia.org
      • Recipes.wikia.com
      • Wikihow.com
      • Wikimapia.org
      • Wetpaint.com
      • En.wikiwix.com
      • Uncyclopedia.wikia.com
      • En.wikibooks.org
      • Pbwiki.com
      • Wikitravel.org
      • Lyricwiki.org
      • Qwika.com
      Websites that allow for the collaborative creation, review and editing of subject matter 10.5 billion page views in February 2009; Wikipedia pages frequently achieve Page 1 Google organic ranks
    34. Social Bookmarking
      • Digg.com
      • Ma.gnolia.com
      • Mixx.com
      • Stumbleupon.com
      • Kaboodle.com
      • Propeller.com
      • Del.icio.us
      • Newsvine.com
      • Boingboing.net
      • Fark.com
      • Reddit.com
      • Slashdot.com
      • Furl.com
      • Buzz.Yahoo.com
      Sites that allow users to store, organize and search bookmarks with the help of metadata and tags that become a folksonomy (or “social tagging”) #1 social bookmarking site with ~33 million unique visitors per month & 560 million inbound links (March 2009)
    35. Forums
      • Hobbies/interests
      • Gaming
      • Socializing
      • Classifieds
      • Peer support
      • Events
      • Loyalty
      • Innovation
      An online discussion site; the modern equivalent of a traditional bulletin board. Forums or boards are web applications managing user-generated content
    36. Search Engines
      • Google.com
      • YouTube.com
      • Yahoo.com
      • MSN.com
      • Aol.com
      • Baidu.com
      • Ask.com
      • Search.comcast.net
      • My.att.net
      • Nextag.com
      • Business.com
      • Dogpile.com
      • Lycos.com
      • Kellysearch.com
      • Globalspec.com
      Sites that enable keyword-based search of organic and pay-per-click Web site content, including video Google accounted for 72% of all Internet searches in the U.S. during February 2009 (Hitwise)
    37. Social Media Usage Worldwide
      • 83% watch video clips, up from 62% in June 07
      • 78% read blogs, up from 66%
      • 57% of Internet users are members of a social network
      • RSS consumption up from 15% to 39%
      • Podcasts are listened to by 48%
            • Universal McCann, April 2008
    38. B2B Buyers Are Online
      • 93.4% of B2B prospects use the Internet to research a purchase
      • 63.9% of them turn to a search engine first
      • Social media tools such as RSS feeds, podcasts, blogs, and video on demand have reached over 50% penetration in B2B usage
        • Marketing Sherpa, January 2007
    39. B2B & B2C - Social Symbiosis
    40. B2B Social Media Believers
      • “ The customers are in control”
      • IBM has the single largest community in LinkedIn at 175,000 members
      • 5,000+ communities on Facebook
      • Content-based websites are key for IBM. Abrams believes that IBM “must provide ongoing, consistent information about what is happening in the industry to be successful.”
        • Ed Abrams, VP of Marketing
        • Ed Abrams, VP of Marketing
      • 50% of Motorola’s revenues come from B2B
      • The two most important objectives for Motorola in getting new business:
        • Customers must trust Motorola first
        • Motorola must show the human element (not the technology) in order to sell products and services
      • 80% of technology buyers use the Web as their primary purchasing decision tool
      • 85% of business managers turn to search engines first
        • Eduardo Conrado, Corporate VP of Global Business & Technology
      • Thousands of Facebook members and fans; regularly uses YouTube, podcasts, hundreds of blogs, SecondLife
      • 1% increase in word of mouth advocacy equates to $16M extra sales for the average company
      • 1% reduction in negative word of mouth results in $49M in additional sales
      • Social media is the second most utilized resource for accessing information relating to purchasing decisions for IT Decision makers
        • LaSandra Brill Manager, Web & Social Media Marketing
    45. Considerations for Getting Started
    46. Steps to Getting Started with SMM
      • Establish business objectives
      • Pick the platform and venues
      • Build the team
      • Deploy and maintain
      • Measure performance and refine
    47. 1. Establish Business Objectives
      • Don’t start with the technology, start with the marketing outcome
        • Demand generation
          • Metrics: Visitors, conversions, prospects, opt-in signups
        • Branding
          • Visitors, popular content (based on votes or page views), content backlinks, user comments
        • Customer engagement/loyalty
          • Number of friends/followers, content backlinks
    48. 1. Establish Business Objectives (cont’d)
      • Isolate those keywords that best target your prospects
      • Perform a Social Audit; listen first
      • Make sure your campaign objectives sync with corporate objectives
    49. 2. Pick the Platform and Venues
      • Since you need content to share, start with your content engine (blog vs. published site)
      • Base your platform and venues on who you want to reach
        • General population tools vs. niche spaces; interest groups
        • Create your own vs. integrate with existing
      • Coordinate your IT resources/guidelines
    50. 3. Build the Team
      • It takes a team; divide and conquer
      • Someone should “own” the initiative
      • Pick message-centric champions
        • Social media favors identifiable individuals; thought leaders gain greater following
    51. 4. Deploy and Maintain
      • Support the launch of the initiative throughout marketing and PR
      • Commit the time and build a repeatable workflow; many are automatable via RSS
      • Have regular team meetings; share experiences; refine talking points
      • Be prepared for negative feedback; address it and embrace it
    52. 5. Measure Performance and Refine
      • Compare results to original objectives; adjust where necessary
      • Utilize monitoring tools to track performance and refocus efforts
      • Modify messaging; keep creating content
      • Be persistent; results won’t be immediate
      • Be flexible; improvise…be human!
    53. Crawl, Walk, Run
    54. Thank You www.binarypulse.com

    + Drew MehlDrew Mehl, 6 months ago

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