B2B Social Media

Social Media what it means for B2B
Steve Thomas
@TNIMAN
#MarketSTL

Social Media. Now the Norm!

my reference point: The Net Impact
Web Development - Internet Marketing Agency
What we do…
Develop online strategies
Execute marketing tactics
Measure, report, confer and revise
AKA: test – test – test – test – test – test….
Great team of 44 people 5 miles from here

Statistics, Statistics & More Statistics
4
54% (112MM) of US Internet users are now on Facebook
25% of all US based page views occurred on a social media site
ComScore- Jan 2010
90% of consumers trust recommendations from people they know.
Only 41% trust sponsored ads on web pages.
Nielsen – Dec 2009
In December 2009, there were 248M unique monthly users on the top eight social networks in the US, an increase of 41% from January 2009.
Mintel–Jan 2010
Social networking now accounts for 11% of all time spent online in the US. IDG NEWS - Feb 10
“Over the past year, network has seen a significant amount of growth, especially internationally. As of last December, the network had 55 million members. LinkedIn’s network’s CEO, Jeff Weiner
What does this mean?

B2B + Social Media = Search Results
“If you are following a best practice that dates back to 2008 or earlier, toss it away. It’s now wrong”.
SES Chicago 2009
“Search will be customized, personalized, and targeted to us and our contexts: who we are and where and when we are asking for something.” Jeff Jarvis, author of What Would Google Do

8
Traffic based design™
TRAFFIC
TRAFFIC
Home Page
Social Sites
Pathways
1
2
3
4
5
Landing
Page
Landing
Page
Info Page
TRAFFIC
Goal Page
Info Page
Goal Page
Info Page
Goal Page
Conversion strategy and testing
Invite-Connect-Engage®
Goal Page

“I don’t have the advertising budget to get our message to, for instance, Java developers working on handset applications for the medical industry. But one of our developers, just by taking time to write a blog, can do a great job getting our message out to a fanatic readership.”
Sun CEO Jonathan Schwartz
-

How Organizations Perform Social Marketing Practices

“We know our current customers might not be using Twitter and Facebook, but we know that the next generation is, and we want to be there and ready for it,”
Tim Madel, Manger, Global Ebusiness, Kennametal

Defining a strategy
Determine audiences
Define unique needs
Define unique activities (Java developers working on…)
Plan unique calls-to-action
Define goals (also… what to measure)
Brand impressions
Traffic to a target
Generate leads / sales
Reinforce brand identity
Determine assets for engagement
www.mybrand.com
Social media
Blended offline and online approaches

13
Engagement = reach + relevancy

Social Media Lifts Your Brand

TNI Web Assets
15
°Brand flagship
°Main reference
°CMS dominates
°Contact Us
°Casual voice
°Unique by visitor interest
°Topics are very engaging
°Comments & guest posts
°Very casual
° Profile page
° Contests
° Get fans
°Updates & likes
°Twitter
°Flickr
°You Tube
°Linked In
°Networks
° Tags & Micro-posts

ROHO Medical Web Assets
16
°Brand flagship
°Main reference
°CMS dominates
°Contact Us
°Casual voice
°Very casual
° Profile page
° Contests
° Get fans
°Updates
& likes
°Twitter
°Flickr
°You Tube
°Linked In
°Networks

Sigma Aldrich Web Assets
17
°Brand flagship
°Main reference
°CMS dominates
°Contact Us
°Professional
°Informative
°Topics are very focused
°Email lists
°High value
°Very casual
° Profile page
° Contests
° Get fans
°Updates
& likes
°Twitter
°Flickr
°You Tube
°Linked In
°Networks

18
Engagement = reach + relevancy
Marketing
PR

Tricor Braun Web Assets
21
°Brand flagship
°Main reference
°CMS dominates
°Contact Us
°Casual voice
°Very casual
° Viral
° Good SEO
° Followers
°What’s happening?
°Flickr
°You Tube
°Linked In
°Networks

Find a Role Model

What to Measure?

1. Traffic
2. Community
3. Exposure
4. Engagement
http://www.marketingsherpa.com/1news/chartofweek-02-23-10-lp.htm

26
Trends in B2B Social Media
Metrics used to track 2010 performance by “mature” social media marketers.
Increase traffic 88%
Increase leads 75%
Increase revenue 71%
Improve search engine rankings 69%
Improve brand exposure 54%
Improve brand / product reputation 54%

27
Facebook Analytics

Press Release Good Stuff
Important Press Release Facts
PRs add links
PRs add SERP pages
PRs attract UGC - rewrites
PRs attract a different audience
PRs are inexpensive
PRs are quick and easy to execute

Two quick content thoughts
Authenticity is critical
Identify the source
Claim your own work
Give credit where due
Site topics belong to fans and followers
Listen before you engage
Hard to program “viral content” – Guide
Check your facts

The two biggest social media fallacies of the year:
1. Managers who won’t allow direct interaction with customers because they’re afraid of what they’ll say.
2. Marketers who think customers will sell their products for them on social networks.
MaryLou Roberts, diy-marketing

New Web + Social Media = New Model
“Marketers tell us they define and manage their brand…Bull…Your brand is whatever your customers say it is. “
Groundswell Li and Bernoff p.78

Steve Thomas
Steve.Thomas@TheNetImpact.comwww.TheNetImpact.com@TNIMAN

http://www.mijn-seo-tips.nl	27
http://www.slideshare.net	3
http://www.marketstl.com	1

B2B Social Media

by Market Saint Louis on Apr 05, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

3 Embeds 31

Statistics

B2B Social Media — Presentation Transcript