Harnessing the Power of Social Media

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

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  • 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 />

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