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The Case for B2B Social Media: Turning Engagement into Leads

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Presented at Counselors Academy Conference on May 13th, 2011, Las Vegas. …

Presented at Counselors Academy Conference on May 13th, 2011, Las Vegas.
#CAPRSA

Published in: Business, Technology

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  • 1. Turning Engagements into Leads:The Case for B2B Social MediaCounselors Academy ConferenceMay 13th, Lake Las Vegas#CAPRSA Sandra Fathi President, Affect President, PRSA New York Chapter sfathi@affect.com @sandrafathi
  • 2. What is PR? Why  Social  Media  is  PR   Why  Social  Media  is  Relevant  to  B2B     How  to  Fuse  Tradi5onal  PR  with  Social  Media   Measurement  &  Key  Performance  Indicators  for  Social  Media  Using  Social  Media  to  Change  Percep5ons  &  Behaviors  to  Increase  ROI    
  • 3. “Public relations helps an organization and its publics adapt mutually to each other.” -  PRSA Assembly 1982
  • 4. “Public relations helps an organization and its publics adapt mutually to each other.” -  PRSA Assembly 1982 Huh?
  • 5. “The practice of managing communication between an organization and its publics.”“...Common activities include speaking at conferences, working with the media, crisis communications, social media engagement, and employee communication.” - Wikipedia (Dec. 2010)
  • 6. Social Media = Bi-directional Communications Searching for InformationConnecting with People, Organizations & Brands Networking with Business Colleagues Finding & Sharing Interests Recommending & Reviewing Products Researching & Educating Purchasing
  • 7. Knock, Knock Who’s There?Your Target Audience
  • 8. Social Media Reach
  • 9. •  500 million active users•  Approximately 70% of FB users outside of U.S.•  50% of users log on to FB each day•  Average user has 130 friends•  700 billion minutes per month spent of FB•  Average user connected to 80 community pages, groups and events•  More than 250 million active users access FB through mobile devices Source: Facebook, May 2011
  • 10. •  Largest professional network on the Internet•  More than 100 million members in over 200 countries and territories•  More than half of LinkedIn members are outside of the U.S.•  Executives from all of the 2010 Fortune 500 companies•  More than 2 million companies have LinkedIn Pages Source: LinkedIn May 2011•  45% of B2B Companies have gained a customer from LinkedIn Source: B2B Social Media Guide
  • 11. •  500 million active users
  • 12. Facebook & TwierNearly Half of Users are 35+
  • 13. •  35 hours of video uploaded per minute in 2010•  700 billion playbacks in 2010•  70% of YouTube traffic from outside the U.S.•  Demographic is broad: 18-54•  100+ million YouTube Mobile views per day•  YouTube is monetizing over 2 billion video views per week globally•  Number of advertisers using display ads on YouTube increased 10-fold in the last year Source: YouTube, May 2011
  • 14. Online Video ViewsGrowing by Leaps and Bounds
  • 15. •  More than 12 million American adults maintain a blog•  More than 57 million Americans read blogs•  Technorati is currently tracking more than 70 million blogs•  Over 120 thousand blogs are created every day•  22 of the 100 most popular websites are blogs•  51% of blog readers shop online Source: Blog World Expo
  • 16. Media Goes Social•  37% of journalists are required to maintain Twier accounts – PRWeek 2010•  52% of reporters now use Twier as part of their jobs – Cision/GSPM 2010•  65% of journalists use Facebook for their work – Cision/GSPM 2010
  • 17. Wire  Service   Media Press  Release   Outreach Post  on   Website  Message   SMT   Strategic   RMT   Placements   Byline   Ar5cles  
  • 18. Facebook Blog TwierMessage YouTube Slideshare Blog Comments LinkedIn
  • 19. In order to measure success, you must identify your goal. In order to reach the goal, you must plan your path.
  • 20. Revenue Generation•  Sales•  Memberships•  Registrations•  Downloads•  Participation
  • 21. Cost Deflection•  Reducing Product Quality Defects•  Decrease R&D Expense•  Decrease Time to Market•  Decrease Marketing Expenses•  Customer Service & Support Savings Resources: Womma Metrics Best Practices Guidebook
  • 22. Conversation Reach Share of Voice Source: Altimeter Group
  • 23. Sentiment Source: Womma Metrics Best Practices Guidebook
  • 24. UPS Woos & Wins SMBs Through Social Media
  • 25. Cisco Cuts $100,000+ Off Product LaunchCisco SM Stats:•  Blog: 22 external, 475K views/quarter•  Twier: 108 Cisco feeds with 2 million followers•  Facebook: 79 groups with 100k+ fans•  YouTube: 300+ channels, 2,000+ videos, 4 million viewsCisco SM Product Launch:•  9,000 aendees vs. 100 traditional•  Triple the number of press articles•  More than 1,000 blog posts and 40 million online impressions•  Cost one-sixth of a traditional Cisco product launch Source: Social Media Examiner
  • 26. Bug Labs’ Customers Drive Product Development
  • 27. Top External (or Customer-Facing) Social Strategy Objectives in 2011
  • 28. B2B Social Media:Omni Hotels & ResortsApril 2011 Affect Strategies PROPRIETARY & CONFIDENTIAL March 4, 2010
  • 29. OMNI CASE STUDYCURRENT SITUATION Omni Hotels & Resorts offers luxury hotels and resorts throughout North America. Omni has a large portfolio of meeting venue options to meet business event planning needs. Affect PROPRIETARY & CONFIDENTIAL April 2011
  • 30. OMNI CASE STUDYCURRENT SITUATION Omni wanted to significantly increase brand awareness and recognition among meeting planners across the United States. Omni tapped Affect to create a social media presence that would allow it to engage with event planners and their influencers. Affect PROPRIETARY & CONFIDENTIAL April 2011
  • 31. OMNI CASE STUDYTHE ASSIGNMENT Create brand awareness and buzz within the meeting and event planner community about Omni locations, meeting options and specific promotions. Motivate meeting planners to take action and choose Omni for their events. Affect PROPRIETARY & CONFIDENTIAL April 2011
  • 32. OMNI CASE STUDYSTRATEGIES Use social media as a platform for engaging in meaningful conversations with meeting and event planners and providing them with expertise and resources. Create the Omni Understands landing page – a one-stop shop for meeting planners with information and resources that makes their jobs easier. Use Twier as a platform for Omni to address the needs and interests of meeting planners across the United States. Create Omni Meeting & Event Planners Forum on Facebook for planners to stay abreast of industry news and network with other planners. Use a blog commenting campaign to create a dialogue between Omni and industry influencers. Affect PROPRIETARY & CONFIDENTIAL April 2011
  • 33. OMNI CASE STUDY www.omniunderstands.comOMNI UNDERSTANDS LANDINGPAGE Affect PROPRIETARY & CONFIDENTIAL April 2011
  • 34. OMNI CASE STUDY www.twier.com/omnimeetingsTWITTER: @OMNIMEETINGS Affect PROPRIETARY & CONFIDENTIAL April 2011
  • 35. OMNI CASE STUDY www.facebook.com/omnimeetingsFACEBOOK FAN PAGE Affect PROPRIETARY & CONFIDENTIAL April 2011
  • 36. OMNI CASE STUDYBLOG COMMENTING Omni commented on 2-3 industry blogs and online publications each week Affect PROPRIETARY & CONFIDENTIAL April 2011
  • 37. OMNI CASE STUDYRESULTS SNAPSHOT Enhanced brand awareness Strong community engagement Gained more than 800 followers of Omni’s Twier handle Conducted more than 300 conversation on Twier and Secured media coverage for Omni in Facebook with meeting planners top outlets read by meeting & event and influencers planners via social media efforts Following and engaging with more Web traffic and lead generation meeting planners on social media than any of Omni’s competitors Generated at least 7 leads for meetings involving more than 150 aendees Increased monthly traffic to Omni Understands landing page by 23% Affect PROPRIETARY & CONFIDENTIAL April 2011
  • 38. OMNI CASE STUDYRESULTS: MEDIA COVERAGE Interactions on Twier have led to media coverage for Omni Affect PROPRIETARY & CONFIDENTIAL April 2011
  • 39. OMNI CASE STUDYRESULTS: LEADS GENERATED Online engagement has generated known leads for Omni Affect PROPRIETARY & CONFIDENTIAL April 2011
  • 40. OMNI CASE STUDYRESULTS: FACEBOOKIMPRESSIONS Planners Forum Facebook Impressions Numbers are not cumulative 35000 32,000 30000 27,086 25000 22,489 20000 15000 12,373 10000 5000 3,422 No Insights 0 October November December January February March Affect PROPRIETARY & CONFIDENTIAL April 2011
  • 41. OMNI CASE STUDYRESULTS: MEDIA COVERAGE Interactions on Facebook have secured positive media coverage for Omni on About.com Affect PROPRIETARY & CONFIDENTIAL April 2011
  • 42. OMNI CASE STUDYRESULTS: BLOG COMMENTING Affect PROPRIETARY & CONFIDENTIAL April 2011
  • 43. OMNI CASE STUDYRESULTS: BLOG COMMENTING Affect PROPRIETARY & CONFIDENTIAL April 2011
  • 44. B2B Social Media:RegusDecember 2010 Affect Strategies PROPRIETARY & CONFIDENTIAL March 4, 2010
  • 45. REGUS CASE STUDYCURRENT SITUATION Regus provides flexible office arrangements for businesspeople worldwide. Regus maintains fully furnished and equipped offices, meeting rooms, receptionists and videoconferencing suites available to rent by the hour, day, week or month. Affect Strategies PROPRIETARY & CONFIDENTIAL Presented to Pitney Bowes | May 24, 2010
  • 46. REGUS CASE STUDYCURRENT SITUATION 1,000+ business centers 450 cities in 75 countries Serving 200,000 clients daily Clients can even opt for a “global membership” with the BusinessWorld pass, or open a virtual office anywhere in the world. Affect Strategies PROPRIETARY & CONFIDENTIAL Presented to Pitney Bowes | May 24, 2010
  • 47. REGUS CASE STUDYTHE ASSIGNMENT Generate 350 sales leads for Regus’ 18 locations in Manhaan. Could highly targeted, local programs perform beer than a single, national campaign? Affect Strategies PROPRIETARY & CONFIDENTIAL Presented to Pitney Bowes | May 24, 2010
  • 48. REGUS CASE STUDYBRAND POSITIONING Regus’ current brand positioning is global, not local. It also speaks to two target audiences. Image: Regus Sales Personas brief Affect Strategies PROPRIETARY & CONFIDENTIAL Presented to Pitney Bowes | May 24, 2010
  • 49. REGUS CASE STUDYTARGET AUDIENCE RESEARCH “Yes, I have heard about Regus. “ “My three main concerns when choosing an office are affordability, light and noise.” “I know very lile about Regus, but yes, Id consider it because I presume William Scheckel Regus’ shared office space is flexible Marketing Consultant and affordable and things like tables, chairs, printers and such are there already. Thats less for me to think about.” Affect Strategies PROPRIETARY & CONFIDENTIAL Presented to Pitney Bowes | May 24, 2010
  • 50. REGUS CASE STUDYCAMPAIGN POSITIONING We tapped into the elements of Regus’ brand essence that made sense for New York City-based prospects. Entrepreneurs “Make it easy” Young (25 – 45) “Make it fast” 1 -5 employees, but growing “Put my best foot forward” Fast business trajectory “Sick of working from home” Heavy networkers “Look the part” Sense of community “Goa be affordable” (business & NYC) “Just give me the facts” Tech-skewed “Do anything for my business” Affect Strategies PROPRIETARY & CONFIDENTIAL Presented to Pitney Bowes | May 24, 2010
  • 51. REGUS CASE STUDYOLD CREATIVE Affect Strategies PROPRIETARY & CONFIDENTIAL Presented to Pitney Bowes | May 24, 2010
  • 52. REGUS CASE STUDYNEW CREATIVE Affect Strategies PROPRIETARY & CONFIDENTIAL Presented to Pitney Bowes | May 24, 2010
  • 53. REGUS CASE STUDYPUBLIC RELATIONS Press Releases Radio Media Tour Media Relations Satellite Media Tour Byline Articles Affect Strategies PROPRIETARY & CONFIDENTIAL Presented to Pitney Bowes | May 24, 2010
  • 54. REGUS CASE STUDYMARKETING Regus Hosted Events Sponsored Events Online Advertising & SEM Email Sponsorships Partner Marketing Taxi TV Cinema Placements Affect Strategies PROPRIETARY & CONFIDENTIAL Presented to Pitney Bowes | May 24, 2010
  • 55. REGUS CASE STUDYSOCIAL MEDIA Facebook LinkedIn Twier Flickr Blog Commenting Campaign Viral Video Affect Strategies PROPRIETARY & CONFIDENTIAL Presented to Pitney Bowes | May 24, 2010
  • 56. REGUS CASE STUDYPROJECT TIMELINE Affect Strategies PROPRIETARY & CONFIDENTIAL Presented to Pitney Bowes | May 24, 2010
  • 57. REGUS CASE STUDYMEASUREMENT Track activities, but measure by results. Affect Strategies PROPRIETARY & CONFIDENTIAL Presented to Pitney Bowes | May 24, 2010
  • 58. REGUS CASE STUDYRESULTSThe Q4 2009 New York City campaign generated:723 sales leads900+ sweeps leads$1,067,000 in revenue (by close of Q4 2009)a 114% year-over-year increase from Q4 2008 revenue Affect Strategies PROPRIETARY & CONFIDENTIAL Presented to Pitney Bowes | May 24, 2010
  • 59. REGUS CASE STUDYNEXT STEPSQ1 2010 Priority Market CampaignsNew York City, Chicago, Atlanta, San Francisco, PhoenixPublic Relations Agency of RecordSocial Media Agency of Record Affect Strategies PROPRIETARY & CONFIDENTIAL Presented to Pitney Bowes | May 24, 2010
  • 60. AGENCY OVERVIEW2010 AWARD WINS Gold Award: Social Media Gold Award: Video/Marketing Service Platinum Award: Integrated Marketing Campaign Integrated Communications for Business-to- Business Public Relations Agency Professional of the Year Affect Strategies PROPRIETARY & CONFIDENTIAL Presented to Pitney Bowes | May 24, 2010
  • 61. Sandra FathiPresident, AffectPresident, PRSA New York ChapterWeb: affect.comBlog: techaffect.comEmail: sfathi@affect.comTwier: @sandrafathiSlideshare.net/sfathi