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B2b social media marketing
 

B2b social media marketing

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    B2b social media marketing B2b social media marketing Presentation Transcript

    • B2B social medie markedsføring - af Pernille Andersen Copyright © 2012 Pernille Andersen
    • Lidt om mig• Underviser• Medejer af FeedsFloor• I 2001 skrev om usability testing /brugervenlighed af hjemmesider i Japan
    • B2B trendsInformation overload …... Så vi holder os til de partnere, som vi kender eller dem som bliver anbefalet Et behov for adgang til gratis informationTingene skal gå stærkt GlobaliseringB2B indkøbere bruger 99% af deres tid påat undersøge og sammenligne og kun 1%på at købe Copyright © 2011 Pernille Andersen, FeedsFloor
    • B2B social media marketing IS important • 79% thinks that social media is relevant for B2B organizations • 69% of B2B companies have a social media strategy • 81% maintains the company’s related profiles on social media networks • Forrester predicts that B2B interactive marketing expenses will reach USD 4.800 million in 2014 – almost the double amount of the estimated number for 2009 (USD 2.300 million) • B2B social media marketing expenses will increase from USD 11 million in 2009 to USD 54 million in 2014 Copyright © 2011 PernilleSource: www.b2bbarometer.co.uk, www.business.com/info/b2b-social-media-benchmark-study, Andersen,http://socialmediab2b.com/2010/08/b2b-social-media-statistics/ #ixzz1MQ6ZgQFx, FeedsFloor
    • B2B social media marketing IS important • More than 80% of companies surveyed globally are using social media to communicate with potential business clients • “Most important” use of social media: • 26% communication of their company’s thought leadership • 23% communicate with clients • 20% communicate with potential clients • 60% of companies are also using social media to build a community as an extension of their website • 58% communicate with journalists • 50% communicate with potential employees or alumni CopyrightSource: www.worldcomgroup.com/about-worldcom/news-and-press/?nID=128 © 2011 Pernille Andersen, FeedsFloor
    • B2B social media marketing IS important • 57% of US workers use social media for business purposes at least once a week • Not only marketeers but also the rest of the organization is starting to use social media • US workers use primarily social media for business purposes in order to aquire knolwedge from a communitySource: IDC state of social business Copyright © 2011 Pernille Andersen, FeedsFloor
    • B2B social media marketing IS important • 59% engaged with peers online who addresssed their challenges • 48% followed online industry conversations on topics • 41% followed online discussions to learn more about topics • 37% posted questions of social networks to look for suggestions and feedback • 20% connected directly with potential solution providers via social networks • 59% shared their learnings from their research and puchasing process with others onlineSource: Inside the mind of new b2b buyer feb 2010 Copyright © 2011 Pernille Andersen, FeedsFloor
    • B2B social media marketing IS important • 56% of Danish companies expect to use social media to find new business partners • 57% of US workers use social media for business purposes at least once a week • B2B interactive marketing expenses will reach USD 4.800 million in 2014 – almost the double amount of the estimated number for 2009 (USD 2.300 million) • B2B social media marketing expenses will increase from USD 11 million in 2009 to USD 54 million in 2014 Copyright ©Source: www.b2bbarometer.co.uk, www.business.com/info/b2b-social-media-benchmark-study, 2011 Pernille Andersen,http://socialmediab2b.com/2010/08/b2b-social-media-statistics/ #ixzz1MQ6ZgQFx, FeedsFloor(http://socialsemantic.eu/ #download)
    • Formålet med brugen af sociale medier i b2b Employer Her er de danske b2b virksomheder virksomheder branding Rekruttering Markedsanalyse Branding Formål Fastholdelse af kunder Lead generering Videndeling Copyright © 2011 Pernille Andersen, FeedsFloor
    • Hvordan bruges de forskellige platforme fra b2b perspektiv:• LinkedIn – HR, grupper, events• Twitter – Kundeservice• Facebook – HR,• Youtube• Blogs
    • 2 strategiske tilgange til online markedsføring’Thought leadership’ Lead generering• På alle platforme - pull • Fokuserer på få, men relevante platforme –• http://www.youtube.com push /watch?v=UkMAS3KJRxU – Corning 15 mio. views • Lytte - interagere Copyright © 2011 Pernille Andersen, FeedsFloor
    • Hvorfor er der stadig mange b2b virksomheder, der ikke bruger sociale medier?? • Comfort with the status quo • No appetite for outsourcing the work • Conflicting opinions within management on how • No clear branding strategy to proceed • No clear sales plan • Discomfort with an informal communication • No distinct marketing function style • No examples of success within their industry • Discomfort with a less controlled • No in-house talent to do the work communication style • Fear of change • No process for ramping up new programs • No social media champion within the • • • • Der er MANGE Fear of divulging too much information Fear of exposing weakness Feeling that social media is frivolous General weakness in organizational consensus building and decision making • • • organization Old, outdated technology and IT support One or two vocal naysayers Prior attempts that went bad • undskyldninger... • Inability to connect social media engagement Other priorities taking precedence with sales and branding objectives • Refusal to see the connection between casual • Inadequate marketing budget online conversation and serious business • Internal focus – not paying enough attention to • Too much focus on where customers are or customer behavior and preferences were, rather than where they are going • Lack of precise ROI calculations • Uncertainty about how to begin • Leaders not understanding how and why social • Unwillingness to experiment media works Copyright ©Source: www.wordsellinc.com/blog/social-media/why-b2b-firms-dont-use-social-media-2/ 2011 Pernille Andersen, FeedsFloor
    • og MANGE platforme…
    • THE FUN IS OVER! NOW ITS TIME FOR BUSINESS…Tekst-TV for virksomhedsnyheder
    • Socialt medie og nyhedsnetværk for b2b virksomheder 1 2 3Gratis medlemskab Kommuniker Generer leads Publicer Del dine nyheder med Kun relevante leadsvirksomhedsnyheder på interessenter15 forskellige sprog Bedre resultat på Virksomheden søgemaskiner Bliv vist på lige fod kontrollerermed store anderkendte kommunikationenvirksomheder Følg alle industrinyheder på et Interager med leads i sted Gratis et neutralt, lukket, en-til- en miljø Bliv set af virksomheder som ikke kender dit navn i forvejen
    • FeedsFloor 2009 Google 1 mia USD 2020FeedsFloorAbout the company that produces and sells the donut
    • The Andersen-Elmasri Model ’Digital Brand Management model’ CorporateDevelopment Communication ImplementationStage Strategy Stage Flexibility Consumption Gap Design Gap Corporate Identity Corporate image Fit position cube Gap Consumption Zone Positioning facets Strategic Market position Dynamics Change Analysis Stage RationalValues Copyright © 2011 Pernille Andersen, FeedsFloor
    • The Andersen-Elmasri Model’DBM - Digital Brand Management’ Corporate Commu- nication Design GapFit Gap Consumption Gap Corporate Identity Strategic Market Position Dynamics Copyright © 2011 Pernille Andersen, FeedsFloor
    • Corporate Identity• The company’s ideal corporate identity• Mission, vission, values, marketing objectives Copyright © 2011 Pernille Andersen, FeedsFloor
    • Copyright © 2011 PernilleAndersen, FeedsFloor
    • Design Gap...• Appear if... – There is a gap between the company’s ideal corporate identity and the company’s digital communication strategy, online activities and selection of digital channels and platforms – What, where and how are you marketing yourself online? – Focus on content marketing to avoid the design gap Copyright © 2011 Pernille Andersen, FeedsFloor
    • Consumption Gap...• Appear if... – There is a gap between how business stakeholders consume and view the company’s brand online (prostomer) and the way the company communicates its brand and corporate identity online. This will lead to a identity-image gap. – What does your stakeholders say about your company online? – How do you deal with it? Copyright © 2011 Pernille Andersen, FeedsFloor
    • Copyright © 2011 PernilleAndersen, FeedsFloor
    • Fit Gap...• Appear if... – There is a gap in relation to the company’s ideal corporate identity and their corporate communication and the way the company’s competitors position and communicates their brand online in relation to the stakeholders – Who is the ’thought leader’ online? Copyright © 2011 Pernille Andersen, FeedsFloor
    • Gode råd• Tænk på din kundes perspektiv – ikke fra dit eget• Fokuser på lead genering eller ’thought leadership’• Aktiver tredje parter• Vis din ekspertise Copyright © 2011 Pernille Andersen, FeedsFloor
    • Fortrolighed og brugergeneret indhold – er det muligt?• Hvis ikke DU driver dit brand – så vil andre (eks. IBM)• Lav social medie politikker og strategier for hele virksomheden• Fokuser på indhold (ikke salgstaler)• Lav scenarier for hvad det værste der kan komme frem om virksomheden er Copyright © 2011 Pernille Andersen, FeedsFloor
    • Læs mere…• Gillin, P. & Schwartzman, E. (2011): Social Marketing to the Business Customer• www.socialmediab2b.com• www.feedsfloor.com• http://www.slideshare.net/FeedsFloor/b2b- social-media-marketing-examples