Social B2B Jeannette Liendo Microsoft Inside Knowledge Seminars June 2010

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Presented at Fox Parrack Singapour's Inside Knowledge Seminar, 17th June 2010

At Microsoft, Jeannette has been heavily involved in digital and new media marketing for many years. In this session she will cover the latest macro trends in Social Media, social’s value proposition for B2B, and how Microsoft has leveraged the latest social wave to engage its B2B audiences. Jeannette will also examine how the market is using media today and, consequently, how marketers can capitalise on social strategically, not just as a tactical add-on.

The speakers have agreed to share their presentations on the basis that if you use any element of these presentations, please reference them as the source.

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  • 192BWell beyond 2.0: Cust expectation, so at the very least, use banner reach and traditional search wisely
  • chatty
  • Social B2B Jeannette Liendo Microsoft Inside Knowledge Seminars June 2010

    1. 1. Social B2B<br />How Microsoft leverages social to engage B2B<br />Jeannette Liendo<br />Corporate Marketing<br />Microsoft <br />
    2. 2. Agenda<br />Media Now<br />Customers Today<br />Microsoft Practice<br />
    3. 3. 3 Billion Reached<br />
    4. 4. CSS “Listening System”<br />What We Heard:<br />10 M beta testers<br />6.5 M blog posts<br />250 K tweets <br />7 K pre-sales calls<br />What We Changed:<br />108 design changes <br />40 K solutions shared <br />12 M page views: 80% customer questions <br /> resolved peer-to-peer<br />
    5. 5. media now<br />
    6. 6. State of Media Industry<br />Spend down<br />Aggregate traditional $ not back to ’08 levels<br />Consumption up<br />Digital shift: <br />Reach traded in for opt in engagements<br />Content contextualized & personalized<br />
    7. 7. Social Media Defined <br />Social <br />Sites<br />2.0 customers conversation ‘Engines’:<br />Requires resources. Reward is loyalty.<br />Media<br />Sharing<br />Blogging<br />Forums<br />Micro <br />Blogging<br />Search<br />
    8. 8. B2B Social Media<br />What Works<br />What Doesn’t <br />Stand alone tactics, even if they are free/cheap<br />Lack of Exec Commitment: B2B 30%* harder <br />Underestimate resources, training -> governance<br />Engagement doesn’t end with campaign -> CRM<br />Not measuring against specific business outcomes <br />Base strategy on customerinsights<br />‘Social’ B2B value prop key: ID and target Influencers <br />Plan carefully – clarify objectives, measurement<br />Stimulate participation, Engage selectively<br />Integrate with traditional, digital & other functions<br />Source: eMarketer May 2010. <br />
    9. 9.
    10. 10. Customers today<br />
    11. 11. UK over indexes on social networking<br />France over indexes on Blogging <br />Source: Forrester’s ECTAS Media, Marketing, and Retail Study Survey<br />
    12. 12.
    13. 13. UK B2B Values Online<br />Penetration<br />53%<br />22%<br />25%<br />53%<br />33%<br />35%<br />27%<br />25%<br />22%<br />43%<br />22%<br />31%<br />29%<br />39%<br />31%<br />59%<br />53%<br />55%<br />31%<br />22%<br />25%<br />14%<br />Source: UM Wave 5 2010, Active Internet Users, UK 1029, B2B UK Audience 49<br />
    14. 14. UK B2B Influenced Online<br />Penetration<br />55%<br />61%<br />57%<br />35%<br />35%<br />55%<br />37%<br />37%<br />33%<br />57%<br />31%<br />35%<br />33%<br />49%<br />74%<br />39%<br />31%<br />41%<br />59%<br />53%<br />65%<br />45%<br />47%<br />35%<br />35%<br />29%<br />29%<br />31%<br />31%<br />35%<br />Source: UM Wave 5 2010, Active Internet Users, UK 1029, B2B UK Audience 49<br />
    15. 15. UK B2B (SW) Customers want..<br />43%<br />35%<br />35%<br />69%<br />42%<br />57%<br />66%<br />28%<br />34%<br />Source: UM Wave 5 2010, Active Internet Users, B2B (UK &US) Audience 199, B2B Content Creators (UK & US) 65<br />
    16. 16. Over index in IT Forum Participation<br />21%<br />21%<br />13%<br />11%<br />8%<br />8%<br />11%<br />13%<br />11%<br />3%<br />3%<br />5%<br />5%<br />5%<br />3%<br />5%<br />5%<br />3%<br />3%<br />Source: UM Wave 5 2010, Active Internet Users, UK 1029, B2B UK Audience 49<br />
    17. 17. UK B2B Community Dynamics <br />Source: UM Wave 5 2010, Active Internet Users, UK 1029, B2B UK Audience 49<br />
    18. 18.
    19. 19. B2B value opinion over branding<br />Penetration<br />40%<br />42%<br />37%<br />48%<br />27%<br />23%<br />25%<br />39%<br />58%<br />71%<br />29%<br />37%<br />33%<br />60%<br />12%<br />21%<br />17%<br />10%<br />8%<br />8%<br />8%<br />8%<br />14%<br />Source: UM Wave 5 2010, Active Internet Users, France 1025, B2B France Audience 52<br />
    20. 20. FR B2B state less influence<br />Penetration<br />69%<br />60%<br />35%<br />31%<br />40%<br />33%<br />21%<br />31%<br />21%<br />23%<br />29%<br />27%<br />19%<br />15%<br />15%<br />31%<br />15%<br />13%<br />23%<br />12%<br />12%<br />14%<br />21%<br />14%<br />13%<br />10%<br />8%<br />10%<br />8%<br />8%<br />Source: UM Wave 5 2010, Active Internet Users, France 1025, B2B France Audience 52<br />
    21. 21. They want to develop and talk with others<br />Penetration<br />64%<br />31%<br />60%<br />27%<br />18%<br />38%<br />18%<br />24%<br />31%<br />13%<br />Source: UM Wave 5 2010, Active Internet Users, France 1025, B2B France Audience 52<br />
    22. 22. Over index in IT Forum Participation<br />Penetration<br />41%<br />16%<br />9%<br />25%<br />11%<br />9%<br />9%<br />9%<br />7%<br />2%<br />7%<br />9%<br />5%<br />5%<br />5%<br />2%<br />5%<br />0%<br />0%<br />Source: UM Wave 5 2010, Active Internet Users, France 1025, B2B France Audience 52<br />
    23. 23. France B2B Community Dynamics <br />Source: UM Wave 5 2010, Active Internet Users, France 1025, B2B France Audience 52<br />
    24. 24.
    25. 25. German B2B value online content<br />Penetration<br />31%<br />31%<br />21%<br />21%<br />26%<br />21%<br />36%<br />23%<br />33%<br />15%<br />23%<br />15%<br />64%<br />21%<br />31%<br />15%<br />10%<br />13%<br />44%<br />15%<br />10%<br />31%<br />14%<br />Source: UM Wave 5 2010, Active Internet Users, Germany 1015, B2B Germany Audience 39<br />
    26. 26. Are Influenced by Online Adverts<br />Penetration<br />18%<br />18%<br />15%<br />15%<br />18%<br />15%<br />15%<br />31%<br />15%<br />15%<br />15%<br />26%<br />31%<br />13%<br />23%<br />28%<br />51%<br />59%<br />13%<br />13%<br />18%<br />23%<br />18%<br />26%<br />28%<br />21%<br />13%<br />18%<br />10%<br />15%<br />Source: UM Wave 5 2010, Active Internet Users, Germany 1015, B2B Germany Audience 39<br />
    27. 27. They Want to Share & Learn<br />52%<br />26%<br />39%<br />52%<br />23%<br />19%<br />45%<br />13%<br />19%<br />19%<br />Source: UM Wave 5 2010, Active Internet Users, Germany 1015, B2B Germany Audience 39<br />
    28. 28. Over index in IT Forum Participation<br />Penetration<br />43%<br />14%<br />39%<br />14%<br />7%<br />18%<br />11%<br />11%<br />7%<br />11%<br />7%<br />7%<br />4%<br />4%<br />4%<br />0%<br />0%<br />0%<br />0%<br />Source: UM Wave 5 2010, Active Internet Users, Germany 1015, B2B Germany Audience 39<br />
    29. 29. German B2B Community Dynamics <br />Source: UM Wave 5 2010, Active Internet Users, Germany 1015, B2B Germany Audience 39<br />
    30. 30. jliendo@microsoft.com<br />

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