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Social Media for B2B
What Works – and What Doesn’t –
In The Tech Sector
David Smith
2
Creative Director, McClenahan Bruer
david@mcbru.com
@davidtweets
McClenahan Bruer, or McBru to our
friends, ...
@davidtweets at #PRSADIconf
Social Media for Tech B2B Buyers
oWHAT DO THEY WANT?
• Tech B2B content needs
oHOW SHOULD YOU ...
@davidtweets at #PRSADIconf
B2C vs. B2B
4
Social
contact
Awareness Intent Action Satisfaction
One decision maker
Seconds, ...
@davidtweets at #PRSADIconf
Why join the conversation early?
5
Digital Evolution of B2B Marketing, CEB 2012
We’re in the information business.
6
Be in the right place
At the right time
With the right information.
@davidtweets at #...
What do tech B2B
professionals want?
7
Don’t market to me
8
@davidtweets at #PRSADIconf
Tech pros look to other tech pros
9
UBM Tech Mind of the Engineer, North America, 2012
@davidtweets at #PRSADIconf
Tech B2B turning to social media
10
UBM Tech Mind of the Engineer, North America, 2012
@davidtweets at #PRSADIconf
B2B buyers are searching for information
11
The Demand Gen 2012 “Inside The Mind Of the B2B Bu...
@davidtweets at #PRSADIconf
What B2B buyers want via social media
12
IDG Echo Effect Study, 2012
#1. Respond to questions
...
@davidtweets at #PRSADIconf
B2B buyers want lots of information
13
2013 B2B Content Preferences Survey, Demand Gen Report
...
@davidtweets at #PRSADIconf
Ask them what they want
14
@davidtweets at #PRSADIconf
B2B audiences like video
15
IDG Echo Effect Study, 2012
How should you engage
with them?
16
@davidtweets at #PRSADIconf
Tech B2B pros favor LinkedIn
17
40%
53%
46%
26%
11%
11%
14%
23%
0% 20% 40% 60%
Google+
Twitter...
@davidtweets at #PRSADIconf
B2B marketers use LI, FB, Twitter
18
Content Marketing Institute and MarketingProfs, 2012
@davidtweets at #PRSADIconf
Build a network of tech B2B stars
YOUR CUSTOMERS
YOUR PROSPECTS
YOUR COWORKERS
YOUR BUSINESS P...
Example: Little Bird
20
21
Example: Little Bird
22
Example: Little Bird
Example: Little Bird
23
@davidtweets at #PRSADIconf
Let’s give them something to talk about
24
IDG 2013 Tech B2B Lead Generation Report
@davidtweets at #PRSADIconf
Content that B2B marketers offer
25
Top Tactics
Social media (other than blogs)
Articles on ow...
@davidtweets at #PRSADIconf
Monitor what works and do more
26
oGOO.GL
oBIT.LY
oGOOGLE
ANALYTICS
oSPROUT
oRADIAN6
oETC.
@davidtweets at #PRSADIconf
B2B buyers share content
27
2013 B2B Content Preferences Survey, Demand Gen Report
@davidtweets at #PRSADIconf
Facilitate “peer power”
28
“The primary barrier to finding credible information is ITDMs’ perc...
@davidtweets at #PRSADIconf
Help buyers find answers and each other
29
McClenahanBruer.Tumblr.com
@davidtweets at #PRSADIconf
A high-quality peer-peer network
30
@davidtweets at #PRSADIconf
Encourage conversation with content
31
@davidtweets at #PRSADIconf
Let the conversation evolve
32
What should happen?
33
@davidtweets at #PRSADIconf
Measuring impact
34
Reach
Impressions
Brand
awareness
study
Demos
Contacts
Leads
Demo accounts...
Objective Definition Q113 Goal
Q113
Actual
Q213 Goal
Q213 QTD
Actual
2013 Goal Q313 Q413
Social Media
Community
Aggregate ...
Another example dashboard
36
blog.gleanster.com
Trending performance
37
Relative performance
38
Key dedacted
Key dedacted
@davidtweets at #PRSADIconf
Absolute performance
39
60%
Revenue increase
2012, N.A.
@davidtweets at #PRSADIconf
Outputs vs outcomes
40
Tactic Output Outcome
Blog 2X weekly Page views
Comments
Requests
Twitt...
@davidtweets at #PRSADIconf
Planning for outputs
oEDITORIAL CALENDAR
o+ EVENTS
o+ PARTNER AND CUSTOMER ACTIVITY
o+ INDUSTR...
@davidtweets at #PRSADIconf
Being Social Pays Off
42
IDG Echo Effect Study, 2012
@davidtweets at #PRSADIconf
Start With a Social Media 360
43
Assess
Analyze
Recommend
Social Media for B2B
What Works – and What Doesn’t – In The
Tech Sector
David Smith, david@mcbru.com
@davidtweets
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Social Media for B2B Tech at PRSA 2013 Digital Impact Conference

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A look at use of social media stats and practices in B2B, with a special focus on technology markets.

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  • B2B marketing remains the same.Long sales cycle, lots of decision makers, lots of informationEvidence says B2B buyers want even more information, before they ever talk to you
  • That hasn’t changed for a long time.We’re in the information business.We need to be in the right place, at the right time, with the right information.Use mobile and social technologies to keep your brand useful to buyers, no matter where they are, or when they need you.
  • http://www.demandgenreport.com/industry-resources/research/1782-the-2012-b2b-buyer-behavior-survey.html#.UZ02YoKzoYsContrary to what you might hear, B2B buyers do use social media.’Most do some searching. More than half follow discussions, and more and more are connecting.So of course, you need to build out your Twitter, LinkedIn and Facebook networks.
  • But what kind of content do they look for? Answers to questions.So a broadcast mentality – let’s repost our announcements – is not enough.You need to respond with real answers.Now, if you look at 4, 5, and 6, I think you see a bigger opportunity.
  • http://www.demandgenreport.com/industry-topics/content-strategies/2087-2013-b2b-content-survey-trust-is-a-make-or-break-issue-for-todays-buyers.html#.UZ0O5oKzoYs
  • While we’re on the subject of videos, research and experience is proving that video is a very effective way to educate B2B buyers suffering from information overload.They watch them, they learn and – very important – they share them.Sharing content is one of the keys to B2B social media success, as we’lll see.
  • Discovering Additional Related CommunitiesWho is Talking About What and Where
  • Who is Talking About What and Where
  • Connecting the Dots Between Content and Sales, IDG EnterpriseThere’sa simple way to do this: monitor what types of contentITDMs are sharing—by topic or format—andcreate more of it. Our
  • B2B buyers are starting to sharing content with their networks.Peer-peer sharing and recommendation has been consistently shown to be the most trustworthy content.Look there’s email! We already covered that.Now, over 70% share content on LinkedIn, and 50% on Twitter.Your strategy – help them share your content better.
  • On average, ITDMs needto consume five pieces of content before they areready to be contacted by a sales rep.
  • Here’s an example: we set up a LinkedIn Group for a software client. And then very carefully built and controlled membership to only real users and buyers. We feed high-quality topics and questions. Now they interact with each other, and our client, and get their answers.
  • blog.gleanster.com/2012/08/23/measuring-social-media-roi-for-b2b-marketers/
  • theywill welcome vendors into a conversation—as longas they add value through their expertise andknowledge of the topic at hand.
  • Transcript of "Social Media for B2B Tech at PRSA 2013 Digital Impact Conference"

    1. 1. Social Media for B2B What Works – and What Doesn’t – In The Tech Sector
    2. 2. David Smith 2 Creative Director, McClenahan Bruer david@mcbru.com @davidtweets McClenahan Bruer, or McBru to our friends, is a full-service, integrated tech B2B marketing agency. It’s all we do, so we do it extremely well. We sharpen strategy. We build, deploy and ride herd on programs. We scrutinize results to build a springboard to even better results. Strategy + creativity + innovation. That’s how we add up. www.mcbru.com
    3. 3. @davidtweets at #PRSADIconf Social Media for Tech B2B Buyers oWHAT DO THEY WANT? • Tech B2B content needs oHOW SHOULD YOU ENGAGE WITH THEM? • Tools and tactics to address the needs oWHAT SHOULD HAPPEN? • Defining analytics, goals and KPIs 3
    4. 4. @davidtweets at #PRSADIconf B2C vs. B2B 4 Social contact Awareness Intent Action Satisfaction One decision maker Seconds, minutes, days B2C Many influencers and decision makers Days, weeks, months B2B
    5. 5. @davidtweets at #PRSADIconf Why join the conversation early? 5 Digital Evolution of B2B Marketing, CEB 2012
    6. 6. We’re in the information business. 6 Be in the right place At the right time With the right information. @davidtweets at #PRSADIconf
    7. 7. What do tech B2B professionals want? 7
    8. 8. Don’t market to me 8
    9. 9. @davidtweets at #PRSADIconf Tech pros look to other tech pros 9 UBM Tech Mind of the Engineer, North America, 2012
    10. 10. @davidtweets at #PRSADIconf Tech B2B turning to social media 10 UBM Tech Mind of the Engineer, North America, 2012
    11. 11. @davidtweets at #PRSADIconf B2B buyers are searching for information 11 The Demand Gen 2012 “Inside The Mind Of the B2B Buyer” Survey 72% research solution purchase 54% follow discussions to learn more about a topic 24% connected to topic thought leaders
    12. 12. @davidtweets at #PRSADIconf What B2B buyers want via social media 12 IDG Echo Effect Study, 2012 #1. Respond to questions #2. Resolve issues #3. Provide specs #4. Share reviews/rankings #5. Let them review products #6. Take their feedback and opinions
    13. 13. @davidtweets at #PRSADIconf B2B buyers want lots of information 13 2013 B2B Content Preferences Survey, Demand Gen Report “When asked about overall value, three formats stand out in 2013: white papers, E-books and webinars.”
    14. 14. @davidtweets at #PRSADIconf Ask them what they want 14
    15. 15. @davidtweets at #PRSADIconf B2B audiences like video 15 IDG Echo Effect Study, 2012
    16. 16. How should you engage with them? 16
    17. 17. @davidtweets at #PRSADIconf Tech B2B pros favor LinkedIn 17 40% 53% 46% 26% 11% 11% 14% 23% 0% 20% 40% 60% Google+ Twitter Facebook LinkedIn Use All The Time For Work Never Use For Work IDG Connect, based on Global IT and Business Respondents “LinkedIn and YouTube are the most popular social networking services [for engineers].” - UBM Tech Mind of the Engineer, 2012
    18. 18. @davidtweets at #PRSADIconf B2B marketers use LI, FB, Twitter 18 Content Marketing Institute and MarketingProfs, 2012
    19. 19. @davidtweets at #PRSADIconf Build a network of tech B2B stars YOUR CUSTOMERS YOUR PROSPECTS YOUR COWORKERS YOUR BUSINESS PARTNERS YOUR COMPETITORS NOW, WHAT ABOUT THE REST OF THE WORLD? FIND THE TOP INFLUENCERS WITH TOOLS: LITTLE BIRD, TELLAGENCE, ETC. 19
    20. 20. Example: Little Bird 20
    21. 21. 21 Example: Little Bird
    22. 22. 22 Example: Little Bird
    23. 23. Example: Little Bird 23
    24. 24. @davidtweets at #PRSADIconf Let’s give them something to talk about 24 IDG 2013 Tech B2B Lead Generation Report
    25. 25. @davidtweets at #PRSADIconf Content that B2B marketers offer 25 Top Tactics Social media (other than blogs) Articles on own website eNewsletters Blogs Important Tactics Case studies Videos Articles on other websites In Person Events White Papers 2013 Content Marketing Benchmarks, CMI and MarketingProfs
    26. 26. @davidtweets at #PRSADIconf Monitor what works and do more 26 oGOO.GL oBIT.LY oGOOGLE ANALYTICS oSPROUT oRADIAN6 oETC.
    27. 27. @davidtweets at #PRSADIconf B2B buyers share content 27 2013 B2B Content Preferences Survey, Demand Gen Report
    28. 28. @davidtweets at #PRSADIconf Facilitate “peer power” 28 “The primary barrier to finding credible information is ITDMs’ perception of vendor bias. Not surprisingly, they rely on more trusted sources— friends, business colleagues, and other people in their personal and professional networks—to help them cut through the clutter and gather what they see as trustworthy quality information. These decision-makers also use social media to share the content they find valuable.” Connecting the Dots Between Content and Sales, IDG Enterprise
    29. 29. @davidtweets at #PRSADIconf Help buyers find answers and each other 29 McClenahanBruer.Tumblr.com
    30. 30. @davidtweets at #PRSADIconf A high-quality peer-peer network 30
    31. 31. @davidtweets at #PRSADIconf Encourage conversation with content 31
    32. 32. @davidtweets at #PRSADIconf Let the conversation evolve 32
    33. 33. What should happen? 33
    34. 34. @davidtweets at #PRSADIconf Measuring impact 34 Reach Impressions Brand awareness study Demos Contacts Leads Demo accounts Sales Surveys Repeat sales Social contact Awareness Intent Action Satisfaction Views Likes Followers RTs Comments Survey results Trends Demos Contacts Leads Demo accounts Sales Surveys Sentiment Comments Recommend’s Built-in tools (FB insights) Social media monitoring tools (MOZ Analytics, Sprout, etc.) Dashboards Monitoring tools Google Analytics Survey tools Google Analytics Marketing automation CRM Marketing automation CRM Sales Monitoring tools Survey tools
    35. 35. Objective Definition Q113 Goal Q113 Actual Q213 Goal Q213 QTD Actual 2013 Goal Q313 Q413 Social Media Community Aggregate of new and unique members/followers/subscribers/fans/visito rs across all Product and Personal channels 650 649 500 609 1200 300 500 Broadcast Aggregate of total impressions (potential views) across all Product and Personal channels 5000 4,526 5000 215,000 23,500 6500 7000 Engagement Aggregate of individual social interactions (RTs, @mentions, shares, comments, likes, +1s and link clicks) 1000 1,171 1200 1630 5200 1400 1600 Influence Personal brand Goal is based on Personal Klout Score 48 46 50 48 55 52 55 Example scorecard for social contacts 35
    36. 36. Another example dashboard 36 blog.gleanster.com
    37. 37. Trending performance 37
    38. 38. Relative performance 38 Key dedacted Key dedacted
    39. 39. @davidtweets at #PRSADIconf Absolute performance 39 60% Revenue increase 2012, N.A.
    40. 40. @davidtweets at #PRSADIconf Outputs vs outcomes 40 Tactic Output Outcome Blog 2X weekly Page views Comments Requests Twitter 2-4 interactions/day New followers RTs Clicks to landing page LinkedIn 2X weekly Comments Followers YouTube As soon as available (at least 1 mo) Views Comments Clicks to site Slideshare As soon as available (at least 1/mo) Views Downloads Leads Google+ 2X weekly +1s Comments Followers KPIs
    41. 41. @davidtweets at #PRSADIconf Planning for outputs oEDITORIAL CALENDAR o+ EVENTS o+ PARTNER AND CUSTOMER ACTIVITY o+ INDUSTRY NEWS AND EVENTS o+ CHARITABLE CAUSES, PERSONNEL NEWS… oMIX IT UP – PROMOTION, THANKS, ENGAGEMENT oSOCIAL MEDIA IS “PEOPLE TO PEOPLE” 41
    42. 42. @davidtweets at #PRSADIconf Being Social Pays Off 42 IDG Echo Effect Study, 2012
    43. 43. @davidtweets at #PRSADIconf Start With a Social Media 360 43 Assess Analyze Recommend
    44. 44. Social Media for B2B What Works – and What Doesn’t – In The Tech Sector David Smith, david@mcbru.com @davidtweets
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