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Social Media Has Changed the Game for Marketing Professionals. Have You Changed Yours?
Social Media Has Changed the Game for Marketing Professionals. Have You Changed Yours?
Social Media Has Changed the Game for Marketing Professionals. Have You Changed Yours?
Social Media Has Changed the Game for Marketing Professionals. Have You Changed Yours?
Social Media Has Changed the Game for Marketing Professionals. Have You Changed Yours?
Social Media Has Changed the Game for Marketing Professionals. Have You Changed Yours?
Social Media Has Changed the Game for Marketing Professionals. Have You Changed Yours?
Social Media Has Changed the Game for Marketing Professionals. Have You Changed Yours?
Social Media Has Changed the Game for Marketing Professionals. Have You Changed Yours?
Social Media Has Changed the Game for Marketing Professionals. Have You Changed Yours?
Social Media Has Changed the Game for Marketing Professionals. Have You Changed Yours?
Social Media Has Changed the Game for Marketing Professionals. Have You Changed Yours?
Social Media Has Changed the Game for Marketing Professionals. Have You Changed Yours?
Social Media Has Changed the Game for Marketing Professionals. Have You Changed Yours?
Social Media Has Changed the Game for Marketing Professionals. Have You Changed Yours?
Social Media Has Changed the Game for Marketing Professionals. Have You Changed Yours?
Social Media Has Changed the Game for Marketing Professionals. Have You Changed Yours?
Social Media Has Changed the Game for Marketing Professionals. Have You Changed Yours?
Social Media Has Changed the Game for Marketing Professionals. Have You Changed Yours?
Social Media Has Changed the Game for Marketing Professionals. Have You Changed Yours?
Social Media Has Changed the Game for Marketing Professionals. Have You Changed Yours?
Social Media Has Changed the Game for Marketing Professionals. Have You Changed Yours?
Social Media Has Changed the Game for Marketing Professionals. Have You Changed Yours?
Social Media Has Changed the Game for Marketing Professionals. Have You Changed Yours?
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Social Media Has Changed the Game for Marketing Professionals. Have You Changed Yours?

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The authors of “42 Rules for B2B Social Media Marketing” will discuss the latest trends in social media and how to use it to advance your company’s goals -- and your career. With over 20 years of …

The authors of “42 Rules for B2B Social Media Marketing” will discuss the latest trends in social media and how to use it to advance your company’s goals -- and your career. With over 20 years of combined experience in social media, the authors will share success stories and best practices for mixing social media into your marketing plan, leveraging the top social media channels, and generating leads.

In this webinar, you will learn:
• The key differences between B2B and B2C social media and how to use this information to your advantage
• How to engage more effectively with your customers, partners, and prospects
• How to build a “social-first” approach to marketing that increases effectiveness and reduces costs

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  • Hello! My name is Natascha Thomson and I am  excited to be presenting to you today The weather here is…. But let us get to the big question: Social media has changed the game for marketing professionals. Have you changed yours? In the next 45 minutes my co-authors and I will give you insights into how social media marketing done right can help companies reach their goals, and in particular – we will share best practices to enable you- as a marketer – to add social into your own marketing mix. And if you are already using social media, we hope you will pick up some tips & tricks that will make you even more effective.   But let’s get started with a poll!
  • The question is: “ How much has social media changed your marketing game”? Thank you for participating. <Summarize the results>
  • Pause I am going to kick it off in a moment with social media trends, Followed by a best practice on engagement. Then I will hand it over to Michael Procopio to fill you in on the differences between B2B and B2C social media marketing and why it matters. He will also talk about how to integrate social and then illustrate his points with a comparison of LinkedIn and Facebook. Finally, Peter Spielvogel will take you through the game changing nature of social media in marketing, and why you should put social first. Ready?
  • Fact: According to NielsenWire, “ Consumers continue to spend more time on social networks than on any other category of sites. ” As marketers, we cannot ignore this fact, as we have to take our message to where our target audience is. Nielseny add that, 20% of time spent online is on a PC and 30% via mobile.
  • Pause I collected a list of 2012 Buzz words. They come from my own observations but also the many 2012 wrap up articles that are coming out now. Read bullets I think there is no doubt that all of these areas will remain important to marketing in 2013. The question you have to ask yourself is: Where am I on my social media journey? How many of these tactics have you been able to integrate into you own marketing mix? How much catching up do you have to do in 2013? I want to give a shout out to Pinterest as it has been one of the fastest growing channels this year. Also - as the acquisition of Instagramm by Facebook, and Twitter’s recent launch of their own photo tool have demonstrated, people are putting their money on pictures in social media.
  • So what is going to be new in 2013? While I did a lot of research, I followed Alan Kay’s advice and drew some of my own conclusions….
  • Reality Check For many it will slowly start to sync in: Social media marketing is just marketing! The same rules apply: You need clear objectives, a strategy and resources. And, no, social media is not free. I see 3 types of social media marketers: new to social media, catching up, and advanced. I see a a 40%/40%/20% split. As the learning curve is steep and people seem busier than ever, there will be a huge opportunity for social media service providers in 2013 to help corporations. Think integrated marketing where you cross-promote your message via all of your channels – traditional & social. More and more marketers will be implementing marketing automation & CRM solutions, integrated with social media, to manage cross-channel campaigns & lead funnels. And, I almost don ’t have to mention it, do I? Mobile rules! Consolidation Can you imagine a world without Facebook? I had been luke warm on G+ all year, but now that Google announced their Communities functionality, I see the sky as their limit. Think about it: Community, email, analytics, document hosting, pictures, video sharing with YT and more – and all of it accessible with a single password & login, connected to the most powerful search engine in the world. And while FB charges brands to reach 100% of their audience (Keyword here is: EdgeRank), while Google is free (at least for now). For B2C, look at Amazon, they just offered Amazon Pages, Posts & Analytics. All for free to their vendors. And while we are talking about analytics… Of course a big trend is BIG DATA. As mentioned above, marketing automation and CRM integrations will help with analytics and decision making, often combined with business intelligence solutions. Sophistication As marketers are increasingly forced to take on responsibility for the content posted on their channels, legal disputes will be on the rise. Consequently, social media etiquette will become more rigid, with brands enforcing their community guidelines more often. As users became more sophisticated, they want less fluff and more help in cutting through the information overload. They want to use tools that get them to the content they want fast and reliably. I believe there will be new solutions we are not even thinking about yet, driven by vendors to dominate when it comes to their pull marketing. As Social media marketers are becoming more sophisticated they are moving from phase 1, amplification, into phase 2, increasing engagement. With improved tools to measure social media outcomes, there is now doubt engagement will emerge as a key ingredient to a successful community.
  • Let me give you one example of engagement that many brands using social media still need to master: Effectively engaging influencers. Influencers can be a great asset when it comes to reaching your social media objectives. You need to understand what they are most interested in and provide them this information via social media, so that they can share your information with their own followers. Advocates are people who love your offering, often customers or partners. Influencer are third parties who have influence in your market, often professionally. A good approach is to try and turn your influencers into your advocates and your advocates into influencers by providing an Influencer Program. Step one is to keep this Advocate/Influencer group informed. Make sure to provide exclusive benefits, like meetings with executives and other thought leaders, previews of upcoming technologies, or special access to events. Don ’t try to sell but build trusted relationships. Generally a combination of online & offline works best. At least once a year, have an in-person get-together. This could be as part of a user conference or another large event, a Tweetup, or special event. From my Silicon Valley social media network, it is clear that a good influencer program requires a hands-on approach. Most large companies have a dedicated in-house resource to service this important group. The program could be part of blogger relation or even PR, as this function is evolving in the age of social. What matters is that you engage with them on what matters to them! If you up your influencer engagement in 2013, you are certain to see a greater reach AND IMPACT of your marketing message. Let me pass on to Michael….
  • Speaker: Michael Overview In this live webinar, the authors of “42 Rules for B2B Social Media Marketing” will discuss the latest trends in social media and how to use it to advance your company’s goals — and your career. With over 20 years of combined experience in social media, the authors will share success stories and best practices for mixing social media into your marketing plan, leveraging the top social media channels, and generating leads. Key Take-Always The key differences between B2B and B2C social media and how to use this information to your advantage How to engage more effectively with your customers, partners, and prospects How to build a “social-first” approach to marketing that increases effectiveness and reduces costs
  • Michael
  • Michael
  • Michael – this is for audience to read later Now I ’ll turn it over to Peter
  • Thank you Michael.   My name is Peter Spielvogel and I lead marketing for SAP ’s Imagineering group, a customer-focused development team. For those of you not familiar with SAP, we are an enterprise software company that focuses on business applications and analytics solutions delivered either on premise, via the cloud, or on mobile devices. My team and I use social media to learn more about our customer’s needs, solicit feedback during beta programs, and promote new products we develop.
  • [alternate idea #1 – use this or the following, but not both] In the past decade, there has been a massive shift in the way marketing gets done, largely triggered by social media. I ’ll contrast some of the old-school techniques with their modern social replacements.   Let me tell you a story about how a press release went bad and triggered a massive social media program at a large tech company.   The director of marketing put together a great press release about an exciting new product. Since the larger company was issuing a press release about a broader topic, the plan was to shrink our press release into a paragraph. Days and weeks went by as it went through all the various departments and approval cycles. Finally, the big day arrived. The corporate press release went out. We were all excited to get the broad exposure for our new product.   We read the document and realized that in the course of all the reviews, our paragraph had turned into a fraction of a sentence. Missing was all the new functionality, differentiation and everything that the development team had worked on for over a year to roll out. The marketing director ’s head just about exploded.
  • But, as a result of this event, the department embarked on a massive social media program. The main drive was to eliminate all the people and processes that stood between the product team and our customers. All content we created could then go out to our target audience unfiltered, generally through a blog. No delays for corporate review cycles, web administrators, or any administrative overhead.   Of course, this also created a new level of accountability. Each person was responsible for ensuring that the content they posted was accurate, complete, and correct. Everyone ’s individual reputation was on the line, as their name was attached to each item they posted. No more throwing it over the wall hoping someone else would take it from 90 to 95 to 99% complete.   We were able to use this approach for a variety of different materials, both technical and marketing. This included new product announcements, customer success stories, technical tips and tricks, announcements for webinars and conferences, and even updates to marketing collateral.
  • This approach changed everything. We were much more able to respond quickly to changes in the market, either from new technologies or from competitors. We were able to reach new audiences as they could subscribe to our blog or receive alerts through the personal networks of everyone associated with the solution. We created new processes to publicize new information through LinkedIn, Twitter, and our branded communities.   Another benefit was gaining deeper insights into what content was most interesting and appealing to our audience. Beyond the basic page view stats, we could measure the level of engagement by looking at the number of comments, re-tweets, and other mentions, along with reader ratings for every item that we posted. As you might expect, for a technical solution, the content that had the most positive scores was technical in nature. Posts from developers, product managers, and technical marketing generally received the highest scores and most page views.   We were also able to see at a very granular level how each social channel performed in terms of generating leads to different events. We used identical landing pages with different URLs and used a unique shortcut for each channel. In one case, we were able to fill over a hundred seats for a webinar in only a few days using social media.
  • Now, when I get ready to release new products, the launch plan follows a social-first methodology. For a recent launch, we had very little budget for the usual marketing activities, not even enough to pay an external writer to create a brochure. But, we did have lots of creative ideas and a very talented and motivated team that wanted to evangelize this new solution. We created an extensive internal wiki for sales training. As account executives and pre-sales engineers met with customers, they posted new questions that came up. We also created an internal community. People share demos, ask questions about the product and discuss use cases. Best of all, most of the interactions are peer-to-peer; the product team only needs to answer the most challenging questions.   Externally, we started posting on an external community. That site is very active and there were many questions and comments as we started previewing the solution at our customer events. Often, people will tweet about what they are seeing. Internal people respond as needed. Any time I present to an external audience, I post the slides on SlideShare. This allows people to spread the word. We create quick demos and promotional videos and post them on YouTube. I ’m talking Flip cam or iPhone quality here, not professional-grade. Everyone involved with the product helps build buzz by posting on their personas Twitter and LinkedIn accounts. Some people even post on Facebook or Google+. I don’t as I generally keep Facebook for dialogue with family and friends.   In summary, go social first. You can reach your customers directly and build excitement around whatever product or service you are selling. Now, let me turn it back over to Natascha for the wrap-up.
  • Natascha In a nutshell. Let me sum up the key take ways from this webinar before we get to the Q&A: The is a widening gap between those who are getting more and more sophisticated in social media usage and those who have not even started. This gap could get even bigger with the increasing adoption of marketing automation and CRM tools that help leverage social media information for closed loop marketing. While some are still trying to figure out how to send a Tweet, others are realizing that engagement with influencers and ones target audience is the key to success. Social media is as relevant to B2B as to B2C marketing. They key is to know where your target audience gets information and to reach them at these “watering holes”. While LinkedIn is focused on insights, news, and product information, Facebook is the place for discounts, incentives, and rewards. Last, Peter turnd the traditional wisdom - to use traditional content and repurpose it for social – in its head. Instead, he suggested, think social first. Then, decide how you can re-purpose social-media ready content for more traditional marketing uses. THANK YOU!
  • Michael
  • Michael
  • Transcript

    • 1. #B2Conline
    • 2. #B2ConlineSocial Media has changed the Game for Marketing Professionals. Have You Changed Yours? Michael Procopio @MichaelProcopio Peter Spielvogel @PeterSpielvogel Natascha Thomson @NaThomson December 17, 2012
    • 3. Poll: How much has Social Media Changed Your Marketing Game? #B2Conline • Not at all • Somewhat • A lotNov-2012 © 2012 MarketingXLerator 3
    • 4. Agenda #B2Conline• Social Media Trends• Use Case: Engagement• B2C vs. B2B• Integrating Social• LinkedIn vs. Facebook• Game Changers• Social FirstDec-2012 © 2012 MarketingXLerator 4
    • 5. #B2Conline @NaThomsonNov-2012 © 2012 MarketingXLerator 5
    • 6. #B2Conline “Consumers continue to spend more time on social networks than on any other category of sites.” Social Media Report 2012, NielsenNov-2012 © 2012 MarketingXLerator 6
    • 7. Buzz Words in 2012 #B2Conline• Pull Marketing• SEO• Content• Story Telling• Video• Images• Blogging• Local• PinterestNov-2012 © 2012 MarketingXLerator 7
    • 8. #B2ConlineDec -2012 © 2012 MarketingXLerator 8
    • 9. Trends 2013: Trends 2013: 2013 Trends #B2Conline Reality Check Reality Check Consolidation Consolidation Sophistication SophisticationNov-2012 © 2012 MarketingXLerator 9
    • 10. Use Case: Engagement #B2Conline Use Case: Engagement Use Case: EngagementNov-2012 © 2012 MarketingXLerator 10
    • 11. #B2Conline @MichaelProcopio LinkedIn.com/in/MichaelProcopioDec -2012 © 2012 MarketingXLerator 11
    • 12. B2C vs. B2B #B2Conline SUV > $1M VS $20K Social SoftwareDec -2012 © 2012 MarketingXLerator 12
    • 13. Integrating Social #B2Conline Courtesy of: Marketing Interactions, Inc.Dec -2012 © 2012 MarketingXLerator 13
    • 14. LinkedIn vs Facebook #B2Conline Follow for news, insights, and Follow for incentives, rewards, product information.5 or discounts.4 LinkedIn Facebook Top shared articles, 2011 Top shared articles, 2011 1. Satellite Photos of Japan, Before and 1. 9 Things that Motivate Employees After the Quake and Tsunami More than Money 2. What Teachers Really Want to Tell 2. Steve Jobs and the Seven Rules of Parents Success 3. No, Your Zodiac Sign Hasn’t Changed 3. Steve Jobs: How to Live Before You Die 4. Parent’s, Don’t Dress Your Girls Like Tramps 4. The World at Seven Billion 5. Father-Daughter Dance Medley 5. Four Destructive Myths Most (Video) Companies Still Live By 6. At Funeral, Dog Mourns the Death of 6. 5 Things to Do Every Day for Navy SEAL Killed in Afghanistan SuccessSource/s: LinkedIn Follower Analysis, January 20124, eMarketer (Lab42 study, August 2011)5
    • 15. No Marketing Speak #B2ConlineAn blog post excerpt edited to remove marketingspeak and use a social and personal voice. Nov-2012 © 2012 MarketingXLerator 15
    • 16. #B2Conline @PeterSpielvogelDec -2012 © 2012 MarketingXLerator 16
    • 17. Marketing is Changing… Fast #B2Conline Traditional Marketing Social Media Press release Blog/ Twitter/ LinkedIn White paper Series of blog posts Datasheet (printed) Wiki or web page Roadshow Webinars Highly produced video YouTubeNov-2012 © 2012 MarketingXLerator 17
    • 18. Go Directly to Your Audience #B2Conline        Product Corporate Public External Marketing Marketing Relations Agency  Product MarketingNov-2012 © 2012 MarketingXLerator 18
    • 19. Social is better #B2Conline Agility Reach Cost Cycle TimeNov-2012 © 2012 MarketingXLerator 19
    • 20. Think Social First #B2ConlineNov-2012 © 2012 MarketingXLerator 20
    • 21. #B2ConlineNov-2012 © 2012 MarketingXLerator 21
    • 22. #B2Conlinehttp://www.amazon.com/Rules-B2B-Social-Media-Marketing/dp/1607731134Dec -2012 © 2012 MarketingXLerator 22
    • 23. Thank You! #B2Conline Contact us on Twitter: @MichaelProcopio @PeterSpielvogel @NaThomsonNov-2012 © 2012 MarketingXLerator 23
    • 24. Bibliography #B2Conline• 42 Rules for B2B Social Media Marketing• Google+ Communities: The Last Nail in Facebooks Coffin?• The Social Media Report 2012 (by Nielsen)Nov-2012 © 2012 MarketingXLerator 24

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