5 Things B2B Marketers Need to Fear with Social Media


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Social media is rapidly shifting the way B2B marketers focus on demand generation, and stories of extraordinary successes have created something of a gold rush mentality. However, marketing professionals looking to expand their use of social media should proceed with caution – there are significant downsides to be aware of.

This presentation outlines the most common B2B social media pitfalls...

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5 Things B2B Marketers Need to Fear with Social Media

  1. 1. 5 Things B2B Marketers Needto Fear about Social MediaA RevenueEngines™ WebinarSteven Lewis, VP Marketing ServicesFebruary 16th
  2. 2. MarketBridge Overview Deep expertise and experience working closely with senior leadership teams and their Marketing and Sales leaders to solve their toughest business challenges and measurably drive revenue growth Customers Differentiators 18 of the top 50 global B2B brands Go-to-market focus Global Fortune 1000 corporations and emerging Integration of marketing and sales growth companies Strategy through market execution “Considered-Purchase” Products Analytic core competency Enterprise, Mid-Market and SMB Business Performance driven Customers Go-to-Market through Direct and Partner Sales Channels Sample Clients across Technology, Financial and Business Services, and Healthcare –2– ©2012 MarketBridge Corp.
  3. 3. Agenda B2B Social Media in 2012 5 Things B2B Marketers Need to Fear about Social Media How to Get Started Thank You and Wrap-Up –3– ©2012 MarketBridge Corp.
  4. 4. Poll Question #1 On a scale of 1-5, where do you see your company’s success in Social Media today? Luddite – Do not recognize the value of social media and do not currently use it Apprentice – Just beginning to leverage social media as a valuable tool in the marketing channel Advocate – Utilizing social media as a tool to help generate leads and make sales Expert – Effectively leverage social media to gain insight , build and participate in communities Visionary – Successfully leveraging social media across multiple sales and marketing channels with measureable results –4– ©2012 MarketBridge Corp.
  5. 5. B2B Social Media Today Three waves of B2B social media show progression in use towards leveraging the tools across multiple sales and marketing channels Early: Discovery Present: Understanding Future: Integration • Sporadic use by B2B • Most B2B companies • Success stories companies driven by have a presence on encourage greater curiosity, but field major social media numbers of B2B dominated by B2C platforms companies to expand industries social media through • Successful companies the buyer cycle – • Successful companies able to measure value sales, customer able to leverage social and influence of social retention, etc. media alongside media on marketing online marketing efforts, begin to see • Successful companies efforts to develop and more proactive use operationalizing social support a consistent (monitoring, media and measuring brand presence prospecting) and analyzing results B2B marketers spent $20 million on social marketing in 2011, and that number will increase to $54 million in 2014 –5– ©2012 MarketBridge Corp.
  6. 6. Poll Question #2 Of the following common risks, which most align with your concerns in 2012? Getting left behind – Fear of not capitalizing on opportunity, or being passed by competitors Lengthening the leash – Employees doing/saying/sharing misinformation or inappropriate remarks that can land the company in hot water Weakening of the brand – Audience confusion of marketing and product/service messaging Balancing privacy with publicity – Finding a way to share the right information, but keep other B2B conversations private Operationalizing – Difficulty connecting the various parts of the organization from strategy through execution –6– ©2012 MarketBridge Corp.
  7. 7. 5 Things B2B Marketers Need to Fear about Social Media 1 Value of a Sale Social Media presents excellent opportunities, so every interaction online now counts 2 Rogue Agents Well-intentioned or rogue, employees can do serious damage to your company’s reputation 3 Brand Inconsistency Losing control of messaging across all channels of communication can cause buyer confusion Finding the balance between sharing information 4 Privacy vs. Publicity publicly or privately becomes a barrier to taking social media to the next level Operationalizing 5 Social Media Integrating social media across other channels and areas of the organization causes rifts –7– ©2012 MarketBridge Corp.
  8. 8. Value of a B2B SaleA single sale or incident can have a significant impact on an organization Why should you be afraid? B2B sales have 1 Value of a Sale a higher dollar amount than a retail consumer transaction, so every single interaction counts In the Market: Avaya What happened: A 55 letter Tweet made a $250,000 sale “shoretel or avaya? Time for a new phone system very soon.” Avaya saw this and responded within 15 minutes, and 13 days later, an Avaya partner closed the sale How they addressed it: A team of Avaya employees monitor between 1,000 and 2,500 mentions of Avaya online every week Proactively intercept support issues before the customer ever logs a formal support request Positive word of mouth and timeliness of response means they identify, and are able to respond to, more opportunities –8– ©2012 MarketBridge Corp.
  9. 9. Value of a SaleBest PracticesDevelop an education and training program for the social media team and broader socially-enabled staff Train on how to communicate with customers across different communications mediums (Twitter vs. product forum)Choose a technology that fits Define requirements, stakeholders, scope and create a tailored platform evaluation process ING Direct uses Radian6 to monitor and engage with THRiVE Chequing customers (40,000 to date) When deployed, ING built infrastructure to support the platform - human and technical resources that can grow in scale to be prepares to meet expectations in timeliness and responsiveness Evaluate tools based on company functionality and capability requirements before making a strategic investment, and educate and train staff on value of social media –9– ©2012 MarketBridge Corp.
  10. 10. Rogue AgentsWell-intentioned or rogue, employees can do serious damage Why should you be afraid? Even well-intentioned2 Rogue Agents employees can cause a surprising amount of damage without knowing the consequences In the Market: Chrysler What happened: An employee at Chrysler’s social media agency posted a Tweet over the official “ChryslerAutos” handle that was not only off-brand but contained an expletive “I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to ________ drive.” This happened not long after Chrysler was re-launching itself as a success story with its “Imported From Detroit” campaign that made a big splash during the Super Bowl How they addressed it: Quickly Apologized to the public Made sure the employee who sent this Tweet was reprimanded and dismissed their social media agency – 10 – ©2012 MarketBridge Corp.
  11. 11. Rogue AgentsBest PracticesInstall and enforce a clear and comprehensive social media process, policy and guidelines To protect your company’s brand image and reputation To minimize confusion about potential legal issues To help employees understand how they can use social media to accomplish business goals Intel’s social media guidelines are all about engagement. The document includes: • Social media “How Tos” • Examples of appropriate content and engagements • General guiding principles Rather than posting strict rules about what employees can or cannot do within social media networks, offer guidance on advisable interactions, behaviors and involvement – 11 – ©2012 MarketBridge Corp.
  12. 12. Brand InconsistencyLosing control of your messaging across all channels of communication Why should you be afraid? Inability to control3 Brand Inconsistency marketing messaging over social media can weaken brand presence and confuse audiences In the Market: HP Labs What happened: Discussions about HP’s products and services were visible on multiple social media outlets Not all discussions were depicting truisms about HP products and services How they addressed it: HP brought unfettered social media discussions onto their corporate site becoming the source of both “official” company information and authentic peer-to- peer sharing HP’s new approach has made the company site a primary destination for those who are ready to buy – 12 – ©2012 MarketBridge Corp.
  13. 13. Brand InconsistencyBest PracticesExtend your brand guidelines and messaging Define your tone over social media presence – it’s a more casual interaction, but shouldn’t stray far Tie marketing campaigns and social media campaigns as one – avoid posting on social media for the sake of posting and sharing ideas that do not highlight overall brand promise or image Plan for social media interactions on the web – engage product teams, sales and HR to ensure they are equipped with playbooks and sales enablement tools to create value and distill and negativity Leverages social media in product launches by using tools to engage audience in interactive way: • Planned and built cohesive messaging and content strategy to encompass blogs, online forums, social media platforms • An extension of traditional product launch methods Clearly define presence and messaging to deliver an accurate perception of identity, improve customer confidence in your business and enhance competitive advantage – 13 – ©2012 MarketBridge Corp.
  14. 14. Privacy vs. PublicityGetting overwhelmed with the publicity of social media and retreating Why should you be afraid? Diving into social 4 Privacy vs. Publicity media without establishing what company information is private vs. public In the Market: Citibank What happened: Citibank was having an issue with their social media strategy – their marketing engine turned into a customer complaint forum so they were forced to change their twitter handle: “@Citibank is no longer active. Get news, deals & more by following @Citi!” How they addressed it: Since Citibank still had the opportunity to assume the @Citi handle, they were able to begin a new marketing engine that lead them to promote Citibank news, promotions, discounts and reach their users without bringing to light the prior customer satisfaction issues – 14 – ©2012 MarketBridge Corp.
  15. 15. Privacy vs. PublicityBest PracticesDon’t back out – be transparent but with a defined strategy and permission Leverage all necessary PR and communications departments at your disposal Just because you go dark does not mean your customers will stop discussing your business, products or services Make sure you have a social presence so you can determine the content and information about your company that goes to market Chase developed the Chase’s Facebook Community Giving charity campaign which helped them get more than 2.5 million people to follow them on Facebook • Able to increase brand awareness and position events • Build community outreach and establish the bank as a socially responsible leader Find a way to connect with your audience through engaging content and leveraging the channels that best meet important business criteria – 15 – ©2012 MarketBridge Corp.
  16. 16. Operationalizing Social MediaGrowing disconnect with the use of social media across multiple departments Why should you be afraid? Internal Operationalizing5 Social Media obstacles can derail effective strategies while integrating across multiple departments In the Market: Adobe What happened: Adobe wanted to take better advantage of what was being said about them via social media After a company-wide audit, Adobe found they lacked: Knowledge Sharing Standard Metrics Common Policies Overarching Social Media Strategy How they addressed it: Adobe assembled a Social Media Center of Excellence Adopted the Hub and Spoke model and launched its cross- functional Center of Excellence, which supports/coordinates between corporate functions and business units – 16 – ©2012 MarketBridge Corp.
  17. 17. Operationalizing Social MediaBest PracticesFind evangelists and drivers outside of marketing to ensure that all stakeholders have a say in and are accountable for the organization’s social media strategy Involve leadership from other arms of the organization – sales, HR, PR, product teams – and develop a strategy that can grow use of social media holistically in the organization Reassess current processes throughout the year to ensure needs are communicated and addressed Dell launched their very own Social Media Listening Command Center: • Monitors more than 22,000 Dell-related topic posts on average and growing • Reacts to customers quickly and globally by monitoring the web in 11 languages with over 5,000 trained employees Implement a strategy throughout your organization that communicates clear process, escalation and methods for handling all social media-related activity – 17 – ©2012 MarketBridge Corp.
  18. 18. Summary and How to Get Started 1. Recognize inconsistencies in your current social media sales approach preventing you from achieving optimal performance 2. Identify the primary social media channels in which we should actively participate 3. Educate and train the organization on how to best utilize these channels 4. Develop brand guidelines that your organization should observe when utilizing social media tools 5. Determine governance policies that frame the actions and behaviors of employees when engaging in social media activities on your company’s behalf 6. Leverage key technologies within your social media sales approach and ascertain how to implement these 7. Employ measurement tools and reporting methods to evaluate your successes and areas of improvement – 18 – ©2012 MarketBridge Corp.
  19. 19. RevenueEnginesTM Methodology | Integrate, Activate, Accelerate – 19 – ©2012 MarketBridge Corp.
  20. 20. Thank You!Steven LewisVice President(415) 343-8717slewis@market-bridge.comLearn more:Web: www.Market-Bridge.comTwitter: @MarketBridge – 20 – ©2012 MarketBridge Corp.
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