LinkedIn: B2B Social Opportunity, Social Matters HK 2014

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B2B social opportunity: The ROI of B2B content marketing - How can brands better segment and understand audience content preferences on social in Asia? - How do I ensure my organisation is creating content to drive the business and my brand’s reputation forward? - How do we accelerate and automate content creation and amplification? Speaker: Billy Sountornsorn, Insights Lead, Asia-Pacific & Japan Marketing Solutions, LinkedIn

Social Media

The B2B Social Opportunity
Being Different in the
Social Content Economy

5
4 out of 10
Who Influence B2B tech purchase
decisions sit in functions outside of IT

4.3 M
AVERAGE 1ST
DEGREE NETWORK
OF EMPLOYEES

1 2 3 4 5
Buyers need to be exposed to over 5 pieces
of content prior to purchase

Audiences engaging with mobile marketing in Asia
High-Tech
IT Managers
Sales
IT/Engineering/IT Committee
Ex-Pats
LinkedIn Engagement Index
Source: LinkedIn Trending Content, Organic Updates, 6 October 2014.

Changing topics: social media marketing in Asia
Marketing
Small Business Owners
High-Tech
IT Decision Makers
CXOs (CEO, CMO, etc.)
LinkedIn Engagement Index
Source: LinkedIn Trending Content, Organic Updates, 6 October 2014.

Go deeper… social media marketing in Asia
Source: LinkedIn Trending Content, Organic Updates, 6 October 2014.
IT & Services
Internet
Fin
Serv
Computer
Software
Marketing
&
Advertising
Entry
Manager
VP
Senior
Individuals
Director
Sales
Media
Ops
IT Marketing
Industry Seniority Function

22
Higher awareness for
Toshiba with new
customers acquired across
Asia and North America
LinkedIn and SlideShare
generated the most social
media converted leads
Toshiba ranked the most
influential Japanese
company on LinkedIn

94%
Use LinkedIn for B2B
content marketing. LinkedIn
is used most often.
Average number of social
media sites used: 6
63%
Rated LinkedIn effective for
B2B content marketing
LinkedIn rated most effective

linkedin.com/in/billysountornsorn
@ausbilly
au.linkedin.com/in/benrus
@eveningespresso

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LinkedIn: B2B Social Opportunity, Social Matters HK 2014

1. The B2B Social Opportunity Being Different in the Social Content Economy

3. Reach Differently

4. #1 GO BROAD OR GO HOME

5. 5 4 out of 10 Who Influence B2B tech purchase decisions sit in functions outside of IT

6. #2 DON’T FORGET YOUR EMPLOYEES

7. 7

8. 4.3 M AVERAGE 1ST DEGREE NETWORK OF EMPLOYEES

9. Nurture Differently

10. #3 CONTENT IS THE NEW SALES CALL

11. 1 2 3 4 5 Buyers need to be exposed to over 5 pieces of content prior to purchase

12. #4 RETHINK WHO YOU TARGET

13. Audiences engaging with mobile marketing in Asia High-Tech IT Managers Sales IT/Engineering/IT Committee Ex-Pats LinkedIn Engagement Index Source: LinkedIn Trending Content, Organic Updates, 6 October 2014.

14. Changing topics: social media marketing in Asia Marketing Small Business Owners High-Tech IT Decision Makers CXOs (CEO, CMO, etc.) LinkedIn Engagement Index Source: LinkedIn Trending Content, Organic Updates, 6 October 2014.

15. Go deeper… social media marketing in Asia Source: LinkedIn Trending Content, Organic Updates, 6 October 2014. IT & Services Internet Fin Serv Computer Software Marketing & Advertising Entry Manager VP Senior Individuals Director Sales Media Ops IT Marketing Industry Seniority Function

16. Brand’s engagement by audience and publisher IT Decision Makers High-Tech Small Business Owners Managers+ C-Suite Company engagement rate vs. LinkedIn average engagement Data is blinded for demonstration purposes. Source: LinkedIn Trending Content, Organic Updates, 6 October 2014. 1. 2. 3. 4.

17. Measure Differently

18. #5 NEW MEASURE FOR CONTENT SUCCESS

19.

20. #6 SOCIAL CONTENT DRIVES LEADS

21. 21

22. 22 Higher awareness for Toshiba with new customers acquired across Asia and North America LinkedIn and SlideShare generated the most social media converted leads Toshiba ranked the most influential Japanese company on LinkedIn

23. 94% Use LinkedIn for B2B content marketing. LinkedIn is used most often. Average number of social media sites used: 6 63% Rated LinkedIn effective for B2B content marketing LinkedIn rated most effective

24. I ♥ B2B

25. linkedin.com/in/billysountornsorn @ausbilly au.linkedin.com/in/benrus @eveningespresso

LinkedIn: B2B Social Opportunity, Social Matters HK 2014

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