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Study Are B2 B Companies Getting It
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Study Are B2 B Companies Getting It

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Presentations from the breakfast seminar organised by Munier-BBN, Ad Nova and the International Association of Business Communicators (IABC) France with: …

Presentations from the breakfast seminar organised by Munier-BBN, Ad Nova and the International Association of Business Communicators (IABC) France with:
Stephane Munier - Director, Munier-BBN
Yann Gourvennec - Head of Internet & Digital Media, Orange Business Services
Tom Scott - Communications Manager, GE Transportation
Xavier Guepet - Head of Multimedia, Veolia Environnement

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  • 1. The Web, B-to-B & the power of 2.0 International survey results Paris, 18th of February 2010 18/02/2010
  • 2. Web 2.0 is a tsunami… Facebook celebrating 6th birthday with 400 million month active users worldwide – Mashable More than 600 millions will be logged onto social network by 2012 - Matthew Fraser & Soumitra Dutta Not using social media has dropped from 43% now to only 9% within Fortune 500 companies - E-Marketers 18/02/2010 2
  • 3. Web 2.0 impact on business By 2011, 1/3 of purchases (online and offline) will be influenced by Web communities – Gartner 80% of US companies are using Linkedin as main tool for hiring people–Forrester UGC (User Generated Content) represents 25% of search results for the worlds top 20 largest brands are links – Socialnomics 18/02/2010 3
  • 4. Social media are dramatically reshaping relationships… Something should be happening in BtoB…? With some specificities… ? 4 18/02/2010 4
  • 5. International BtoB survey 112 Companies Accor hotels, Air Liquide Industrie, American standard brands, APEM, Aster Group, Auto Clover CSC, Belin Stenbeck AB, BNP Paribas Assurance, Bostik, Bouygues Telecom, Burgmann Industries, CALS, Card Crawford and ABS, CBRE, CDW, Cegedim dc, CEMA AG, Cessna, Coperion GmbH, Corus Colors, Dassault Systèmes, Dell France, DHL Global Mail, DORMA, Dow AgroSciencesLLC, Eastman Chemical Company, EDF Pro, Electrabel, Elekta, EuroShell, Facom, FirstAssist Legal Protection, Forensic Science Service, GDF Suez, Generali, Groupama, Groupe Nmpp, Guardian, Henkel AG, HK Systems, HL Display, Höganäs AB, Hydro International, Ibstock, INEO GDF Suez, INVIVO, John Deere France, John Deere US, JS Corporation, JunjinCSM, KM ink, Koelnmesse GmbH, KWS SAAT AG, Lafarge, LCL, LG CNS, Manitou, Mannheimer Morgen, Medi-Future, Merial, Mölnlycke Healthcare, Mono Pumps Ltd, Munters AB, NACCO Materials Handling Group, Natixis Assurances, NatureTech, NCC, Nexans France, Novell Gmbh, Office Depot, PBS Software, Pilkington's Tiles, Pixmania Pro, Puratos Group, Saab, Sage Software, Same Deutz Fahr, Samkwang Glass, Sandvik Coromant, SATA, Scafftag, SD Worx, Securitas, Seifert & Partners, SGD, Sindoricoh, SK Chemicals, SKF Lubrication Systems Germany AG, Sodexo, Solvay Pharma, SOPEXA, Spacesaver Corporation, Streamson, Thales Group, Trelleborg Offshore, TTS GmbH, TÜV SÜD AG, Veolia, Werner Enterprises, Weg, Merial, Gerdau, Scotia Homes 5 18/02/2010 Benchmark Group & BBN 5
  • 6. 50% increase to be expected in BtoB digital budget Digital budget compared to total marketing and communication budget 20% 14% 15% 15% 13% 12% 12% 12% 9% 10% 10% 7% 5% 0% 2008 2009 2010 (f) Total France Foreign countries 18/02/2010 Source: Benchmark Group / Munier-BBN – October 2009 6
  • 7. The marketing & communication mix is changing Internet (display, ad words…) 75% 20% “Please rate the following media used in promoting your brand in 2009”… Web 2.0 tools (social 53% 13% 32% media, blogs…) Professional events 22% 44% 29% 5% (seminars, tradeshows…) Printed mailing 10% 48% 34% 3%5% Newspapers and 10% 44% 30% 6% 9% magazines Sponsoring, patronage… 6% 40% 28% 23% More and more Unchanged Less and less Abandoned in 2009 Unused Broadcast (radio, TV…) 2% 25% 17% 55% 0% 20% 40% 60% 80% 100% 18/02/2010 7
  • 8. Economic crisis is boosting the decision for mark/com activities with easy ROI measurement “What is the impact of the current economic slow down on your B to B communication strategy?” Opportunity to drive innovative and The economic slow differentiating down is campaigns accelerating a No impact yet 9% process that 26% already started years ago 23% We drive web 2.0 Choose media with marketing in the easy ROI context of limited assesment budget 29% 13% 18/02/2010 8
  • 9. Web 2.0: BtoB marketers are jumping on the band wagon Broadcast of contents on user-generated content 34% 24% 41% In communicating your brand, what interactive platform platforms do you use or plan to use? Information sharing 32% 27% 41% communities Consumer voicing their opinions on blogs and 22% 12% 66% social media Micro-blogging actions 20% 5% 76% Make influent bloggers 15% 17% 68% test my products Web TV 12% 5% 83% Product evaluation 7% 20% 73% platform Yes, already No, but planned for late 2009/10 Not planned Conduct special 2% 98% operations on Second Life 0% 20% 40% 60% 80% 100% 18/02/2010 Source: Benchmark Group / Munier-BBN – October 2009 9
  • 10. Videocast on YouTube 18/02/2010 10
  • 11. Sodexo Careers events on flickr 18/02/2010 11
  • 12. Community management: blog, forum 12 18/02/2010 12
  • 13. Community management: blog, forum 13 18/02/2010 13
  • 14. Social media presence 14 18/02/2010 14
  • 15. Professional networks: Fedex ad on LinkedIn 15 18/02/2010 15
  • 16. Microblogging 16 18/02/2010 16
  • 17. Community platforms 17 18/02/2010 17
  • 18. Different perception of constraints between France and ROW… What are the main difficulties in setting interactive services using web 2.0 solutions? Animation/moderating 71% cost 45% 26% Lack of expertise 49% Risk of poor quality 13% content 51% 19% Development cost France 45% Etranger Management of online 32% reputation 32% 0% 20% 40% 60% 80% 18/02/2010 Source: Benchmark Group / Munier-BBN – October 2009 18
  • 19. Maturity varies between Services and Industry What are the main difficulties in setting interactive services using web 2.0 solutions? Animation/moderating 51% cost 59% 43% Lack of expertise 29% Risk of poor quality 46% content 29% 27% Development cost Services 46% Industry Management of online 38% reputation 29% 0% 20% 40% 60% 80% 18/02/2010 Source: Benchmark Group / Munier-BBN – October 2009 19
  • 20. Improve brand image 64% Increase website traffic 63% BtoB marketers do not 55% Build customer loyalty fully appreciate ye the Promote innovative brand 53% benefits of using web 2.0 image tools & techniques Create dialog between 50% brand and clients Provide users with “Why do you use or plan to use Web 40% customised alerts 2.0 solutions?” Collect insights 38% Extend messages on to 22% mobile devices Facilitate customers 19% decision Training 18% Identify new concepts 15% 0% 20% 40% 60% 80% 18/02/2010 Source: Benchmark Group / Munier-BBN – October 2009 20
  • 21. E-reputation : a major issue for BtoB companies “How do you currently manage online consumers opinions” e-reputation (1) 46% 19% 35% Brand community (2) 19% 29% 52% Digital influence (3) 11% 29% 59% 0% 20% 40% 60% 80% 100% Currently used Planned for late 2010 Not planned for now 18/02/2010 21
  • 22. Three major trends for web 2.0 in BtoB marketing The adoption of web 2.0 tools will speed up in 2010 The perception of web 2.0 is moving from low cost marketing to significant (but necessary) investment with substantial ROI BtoB companies need to fully integrate web 2.0 in their business model in order to harvest its full potential 18/02/2010 22
  • 23. How should brands and marketers prepare for the future? 18/02/2010 23
  • 24. BtoB dilemma Harvest benefits of Maintain tight collective intelligence organisational controls 18/02/2010 24
  • 25. To harvest the benefit of social media, Marketers will have to reinvent themselves Marketing strategy • Long-term relationship and transparency with your customers • Value content & personalization vs intrusive advertising • Earned media vs paid media • Real time / iteration vs yearly marketing planning Marketing resources • Balance online and offline budget • Allocate money to produce value content • Hire community managers • Change your way to consider market survey: use online communities to generate insights and test products or services concepts 18/02/2010 25
  • 26. Regarding control, companies have to adapt… E-reputation management strategy • e-reputation measurement tool is not enough • Companies should plan specific actions to manage bad buzz and get more of positive buzz Social media guidelines • Employees have major responsibilities in the e-reputation management • Companies should train them to use social media without damaging the brand image • See Coca Cola and DELL online social media principles examples 18/02/2010 26
  • 27. The B2B website of the future Capable of adapting content and experiences to reflect customer’s preferences Serve dynamically generated images and messages, based on user’s online behavior and user profile. This will allow communication to become highly personal 18/02/2010 27
  • 28. So, to conclude… 18/02/2010 28
  • 29. In ten years, most of us will communicate directly with consumers, employees and the broader community through blogs…If you’re not part of the conversation, others will speak on your behalf. Jonathan Schwartz, president of Sun Microsystems 18/02/2010 30
  • 30. Two last words… Thank you! 18/02/2010 31