Harnessing the Power of Social Media


Published on

Presentation given to the members of the Ontario Trucking Association 03.02.11. Deep dive into three primary social media tools for B2B organizations.

Published in: Business
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • You need to communicate and interact where they do
  • Social Media is not Facebook or YouTube or mySpace - these are the TOOLS
  • Between you and your customers. It’s been around for a very long time – it used to be called Word of Mouth – now, it’s just done online. #1reason for using social tools for business purposes: to acquire knowledge and ask questions from a community
  • Harnessing the Power of Social Media

    1. 1. Harnessing the Power of Social Media to Achieve Your Organizational Goals<br />Kim McWatt, Senior Consultant<br />Peter Petch, Account Executive<br />JAN Kelley Marketing<br />Marco Beghetto, Senior Editor<br />Today’s Trucking<br />
    2. 2. Today’s Agenda<br />Reality Check<br />Social Media Landscape<br />Getting Started<br />Measurement<br />Examples / Case Study<br />Media Perspective<br />Closing Thoughts<br />2<br />Image source: http://www.flickr.com/photos/metaroll/3029246583/<br />
    3. 3. Reality Check<br />3<br />
    4. 4. Reality Check<br />Buyers have changed...<br />Information is free, and being accessed online<br />Your sales team is no longer the only information conduit<br />Sales can’t read the digital body language of customers.<br />The challenge:<br />How to read and understand the digital customer<br />4<br />
    5. 5. Reality check<br />5<br />Today’s B2B Buyer<br />59% are engaged with peers online who addressed their challenges<br />48% follow online industry conversations<br />59% share info from their research and purchases with others (blogs, discussion forums, tweets)<br />Source: Inside the Mind of the New B2B Buyer / Feb 2010<br />
    6. 6. Reality Check<br />B2B decision makers <br />spend 1% of the time buying<br />They spend the other 99% <br />researching & talking to each other.<br />Source: Executive’s Guide to Social Media for B2B, Oglvy Public Relations Worldwide<br />6<br />1%<br />99%<br />
    7. 7. Reality Check<br />When making purchasing decisions, B2B buyers are heavily influenced by 3rd party feedback: <br />To identify solutions & limit risk to their organizations<br />7<br />
    8. 8. Reality Check<br />75% of B2B purchasers use social media for business purposes at least once a week<br />Social media tools are being used by<br />individuals who make purchasing decisions<br />8<br />
    9. 9. Reality Check<br />One final thought...<br />9<br />
    10. 10. Reality Check<br />Gen Y<br />(Born between approx. 1976 and 2000)<br />10<br />
    11. 11. Reality Check<br />Gen Yers (Millenials) now outnumber Baby Boomers <br />80 million to 77 million<br />96% have joined a social network<br />Gen Y individuals:<br />Speak their mind<br />Impatient<br />Sceptical<br />Tech Savvy<br />High Expectations<br />11<br />
    12. 12. Reality Check<br />These are your future customers<br />12<br />
    13. 13. Social Media Landscape<br />13<br />
    14. 14. Social Media Landscape<br />So....what is Social Media?<br />14<br />
    15. 15. Social Media Landscape<br />15<br />These are the TOOLS<br />Source: Brian Solis and Jesse Thomas, The Conversation Prism, 2009<br />
    16. 16. Social Media Landscape<br />Social media is...<br />...a conversation<br />16<br />
    17. 17. Social Media Landscape<br />Top three benefits for using social media in any B2B organization are:<br />Extending branding and relationship building efforts<br />Expanding reach<br />Tapping into professional communities<br />17<br />Source: Building the B2B Business Case for Social Media, Christina Kerley<br />
    18. 18. Social Media Landscape<br />Top Social Media Applications for B2B<br />LinkedIn – Professional<br />Twitter – Professional / Personal<br />Facebook - Personal<br />18<br />
    19. 19. Social Media Landscape<br />LinkedIn Facts (From LinkedIn)<br />It’s the world’s largest professional network on the Internet members in over 200 countries and territories.<br />There were nearly two billion people searches on LinkedIn in 2010.<br />Worldwide Membership <br />90m+ professionals around the world as of January 2011<br />45m in the U.S.<br />3m+ members in Canada<br />LinkedIn and Business<br />As of January 2011, LinkedIn counts executives from all 2010 Fortune 500 companies as members; its hiring solutions were used by 69 of the Fortune 100 companies as of December 31, 2010.<br />More than one million companies have LinkedIn Company Pages<br />19<br />
    20. 20. Social Media Landscape<br />Benefits of LinkedIn<br />“Findability”<br />“Searchability”<br />Showcase Expertise<br />Promotion<br />20<br />
    21. 21. Social Media Landscape<br />Best Practices: Individual Profile<br />Complete your profile<br />Customize your website listings<br />Network<br />Join groups<br />Include applications that highlight your expertise<br />Include your LinkedIn url in your email signature<br />21<br />
    22. 22. Social Media Landscape<br />Best Practices: Company Pages<br />Company Overview<br />Services/Product Description<br />Your network<br />Blog and Twitter Feeds<br />22<br />
    23. 23. Social Media Landscape<br />23<br />Twitter Facts (updated 09.14.2010)<br />175 million registered users.<br />95M tweets are written per day.<br />What is Twitter?<br />Twitter is a real-time information network <br />Messages are formatted as small bursts of information called Tweets<br />Each Tweet is 140 characters in length<br />
    24. 24. Social Media Landscape<br />24<br />According to Exact Target’s 2010 research, Twitter has the power to influence image, reputation, brand awareness across all interactive channels<br />Active Twitter users want to influence others – daily Twitter users are continually looking for ways to increase their level of influence<br />Followers represent the most influential online consumers – these consumers are 3x more likely than the average consumers to publish a blog at least once a month, submit product reviews, or comment on news stories in discussion forums<br />Twitter’s reach is almost double its active user base – 23% of online consumers have created a profile in order to participate on Twitter, another 11% say they read other people’s Tweets even though they haven’t created their own account - Tweets now show up on search results on Google<br />
    25. 25. Social Media Landscape<br />25<br />Build relationships on Twitter<br />Listen for comments about the company or yourself<br />Respond to comments and queries<br />Ask questions<br />Post links to things people would find interesting<br />Retweet messages you would like to share<br />Use a friendly, casual tone<br />Don’t spam<br />Add a Twitter button to a home page and encourage people to follow<br />Include your Twitter feed in your personal or company LinkedIn profile<br />
    26. 26. Social Media Landscape<br />26<br />Leverage the real-time nature of Twitter<br />Get feedback - ask questions, float ideas, create a poll<br />Search Twitter for comments if launching a product, new store or new campaign<br />Respond to customer service issues quickly<br />Discuss public issues the company is dealing with<br />
    27. 27. Social Media Landscape<br />27<br />Measure the value of Twitter<br />Focus on the quality of your engagement: do a gut-check of how things are going<br />Monitor the quality of feedback and topics of discussion which can change over time<br />Monitor questions answered, customer problems resolved and positive exchanges held<br />Use specific coupon codes for deals through Twitter<br />Review your followers to determine if there are any key influencers in the mix<br />
    28. 28. Social Media Landscape<br />28<br />Facebook Facts<br />Is a social utility that helps people communicate more efficiently with their friends, family and coworkers<br />Has more than 500 million active users<br />About 70% of Facebook users are outside the United States <br />50% of active users log on to Facebook in any given day<br />Average user has 130 friends<br />People spend over 700 billion minutes per month on Facebook<br />There are over 900 million objects that people interact with (pages, groups, events and community pages) – the average user is connected to 80 community pages, groups and events <br />Average user creates 90 pieces of content each month<br />More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month. <br />
    29. 29. Social Media Landscape<br />29<br />Facebook Pages<br />A Facebook Page is a customizable online presence for an organization, product, or service to join the conversation with Facebook users<br />The Page focuses on content posted by the Page administrators and Fans<br />By leveraging the real connections between friends on Facebook, a Page lets Fans become brand advocates<br />Posts will appear in the News Feed, giving Pages a stronger voice to reach Fans<br />Monitor engagement using the Facebook Pages Insights tool<br />To get started, download the Facebook Pages Product Guide:<br />http://www.facebook.com/advertising/FacebookPagesProductGuide.pdf<br />
    30. 30. Social Media Landscape<br />30<br />Facebook Pages Best Practices<br />Set community expectations<br />Provide cohesive branding<br />Be up-to-date<br />Be authentic<br />Participate in dialog<br />Enable peer-to-peer interactions<br />Solicit a call to action<br />
    31. 31. Social Media Landscape<br />31<br />Provide real value to followers<br />Follow the 80/20 rule<br />80% - focus on knowledge transfer and customer engagement<br />20% - shameless self promotion<br />
    32. 32. Getting Started<br />32<br />
    33. 33. Getting Started<br />33<br />Set Objectives<br />What do you want to achieve?<br />Are your goals measurable?<br />Whatever your strategy, make sure it integrates with your existing communications channels<br />Start Listening<br />Use Hootsuite to find out what customers are saying about your brand / service / products (if anything)<br />Use Google Reader to get the latest buzz<br />Use Google Alerts to monitor keywords for your brand / service / products<br />Find out who the key influencers are in your industry - who are the people that come up the most?<br />It’s WITH not INSTEAD OF<br />~Mitch Joel, Twist Image<br />
    34. 34. Getting Started<br />34<br />Pick the Channels<br />Based on where the conversation is, select the channels that make the most sense. You don’t need to be everywhere!<br />Engage with Customers<br />Follow influential bloggers, make commentary<br />Showcase your expertise – use multimedia (text, podcasts, webinars, graphics, photos)<br />Get the conversation started – and keep it going!<br />Monitor<br />Use various tools to track your progress<br />Be prepared to respond in real time<br />Adjust your strategy based on the flow of the conversation<br />
    35. 35. Getting Started<br />35<br />Monitor where customers are in the sales funnel<br />Your Blog<br />Your Website<br />Encourage Downloads/Signups<br />Capture Customer Data<br />Keep the Conversation Going<br />
    36. 36. Measurement<br />36<br />
    37. 37. Measurement<br />37<br />With any communications strategy, metrics need to be defined to track performance. <br />You need to identify what success looks like. <br />How are you going to measure success? <br />What constitutes a failure?<br />
    38. 38. Measurement<br />Set Up Your Measurement Tools<br />Facebook – Facebook Pages Insights<br />Twitter – Hootsuite, Tweetdeck, Twitter Analyzer, Klout<br />LinkedIn – analytics tied to your Company page<br />Other<br />Listening – Google Alerts, Google Reader<br />Web traffic – Google Analytics<br />Monitoring (volume, voice, influencers, brand references, content tone) – Radian 6, Alterian (these are paid services)<br />38<br />
    39. 39. Measurement<br />Sample performance metrics :<br />Number of followers, fans, favourites, etc. <br />Number of interactions (comments, posts, retweets, etc.) <br />Post or article ratings<br />Click-through rate (CTR) <br />Conversion rate<br />Percent of active contributors<br />Time spent on site<br />Bookmarks<br />Feedback<br />39<br />
    40. 40. Examples / Case Study<br />40<br />
    41. 41. Examples - LinkedIn<br />
    42. 42. Examples – Twitter / Facebook<br />
    43. 43. Examples – Facebook / YouTube<br />
    44. 44. Case Study - SHIPSERV<br />
    45. 45. Case Study - SHIPSERV<br />Background<br />Image of being an impersonal software company<br />Limited marketing budget and employee resources<br />Low awareness of eCommerce as a shipping solution<br />Customer base not early technology adopters<br />Objectives<br />Drive 50% more traffic to website in 3 months<br />Raise awareness of brand in shipping industry<br />Attract new sales leads<br />Change focus from “shouting” at customers to “listening, engaging and inspiring”<br />
    46. 46. Case Study - SHIPSERV<br />Actions<br />Conducted research<br />Revamped website<br />Created a blog<br />Established a CRM scorecard<br />Developed quarterly content plan<br />Promoted original content through social media<br />Created and promoted white papers through social media<br />Created an online community group on LinkedIn<br />Search Engine Optimization campaign<br />
    47. 47. Case Study - SHIPSERV<br />Results<br />Website<br />Website visitors increased by 59%<br />Page views increased by 70%<br />Average time on site increased by 25%<br />Generated 1000 downloads of a white paper<br />Community<br />378 members in LinkedIn group (today they are at 1206)<br />300 visitors to the blog<br />600+ views of company video<br />LinkedIn and Twitter have gone to top 20 traffic sources<br />Business Stats<br />Increased contact to lead by 150%<br />Increased lead-to-opportunity conversions by 50%<br />Increased number of sales-ready leads by 400%<br />Measurable increase in brand awareness<br />
    48. 48. Media Perspective<br />Marco Beghetto, Today’s Trucking<br />48<br />
    49. 49. Closing Thoughts<br />49<br />
    50. 50. Closing Thoughts<br />Do:<br />Set guidelines<br />Keep profiles updated<br />Be transparent & authentic<br />Be informative<br />Show respect<br />Have a crisis plan<br />50<br />Don’t:<br /><ul><li>Spam / Auto replies
    51. 51. Be boring
    52. 52. Post too infrequently / frequently
    53. 53. Underestimate time commitment
    54. 54. Neglect replies
    55. 55. Use blatant marketing tactics</li></li></ul><li>Closing Thoughts<br />51<br />Remember<br />What happens on the Internet... ...stays on the Internet<br />
    56. 56. Thank you!<br />52<br />Contact Info:<br />Kim McWatt: kmcwatt@jankelley.com<br />Peter Petch:ppetch@jankelley.com<br />Marco Beghetto: marco@newcom.ca<br />