B2B Social Media Made Easy

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B2B Social Media Made Easy

  1. 1. The  problem  
  2. 2. B2B BUDGETSHAVE TRADITIONALLYBEEN FOCUSED ONshort term lead gen.
  3. 3. 40%   OF B2B MARKETER’S BUDGETS IN 2011 WERESPENT ON TRADE SHOWS.
  4. 4. What this means: NARROW AUDIENCE, NOT SCALABLE1 LIMITED INFLUENCE IN THE ACTUAL2 (NOT PERCEIVED) DECSION MAKING PROCESS NO LONG TERM ENGAGEMENT3
  5. 5. Social  is  for  consumer  brands  -­‐   WRONG  
  6. 6. PERCENTAGE OF B2B MARKETERS WHO USE VARIOUS SOCIAL MEDIA SITES TO DISTRIBUTE CONTENT LINKEDIN 83% 71% TWITER 80% 74% FACEBOOK 80% 70% YOUTUBE 61% 56% GOOGLE + 39% 13% PINTEREST 26% N/A SLIDESHARE 23% 20% VIMEO 12% N/A FLICKR 10% 10% STUMBLE UPON 10% N/A FOURSQUARE 8% N/A INSTAGRAM 7% N/A TUMBLR 7% N/A QUORA 6% 2012 N/A 2011 0 20 40 60 80 100 2013 B2B CONTENT MARKETING BENCHMARKS – NORTH AMERICA: CMI/MARKETINGPROFS
  7. 7. Think  your  sales  people  have  the  most   influence  on  your  customers?  
  8. 8. WHAT INFLUENCES B2B PURCHASE DECISIONS WOM 84% SALESPERSON 60% WEBSITES 59%PRINT PUBLICATIONS 58% VARS 55% IN-PERSON EVENTS 45% ANALYSTS 48% SOCIAL MEDIA 46% EMAIL 41% WEB EVENTS 40%INTERACTIVE MEDIA 30% BLOGS 24% SOURCE: FORRESTER RESEARCH
  9. 9. WOM  is  social  
  10. 10. Your audiences are social100%90% 91%80%70% 70%60% 59%50% 55% 58% 48%40% 43% 37%30%20% 24% 20%10% 17% 0% 5% CREATORS CRITICS COLLECTORS JOINERS SPEC TATORS INACTIVES B2B BUYERS US ONLINE ADULTS SOURCE: FORRESTER RESEARCH
  11. 11. And if they’re not, theirinfluencers are CEO INFLUENCER INFLUENCER INFLUENCER SOCIAL
  12. 12. 87%OF B2B BUYERS ARE ACTIVELYUSING SUPPLIER-PRODUCEDCONTENT & SOCIAL MEDIA INORDER TO SPEED UP THEIRPURCHASING DECISIONS. Lead Creation, Australia’s Social Media Presence 2012
  13. 13. 93%OF BUSINESS BUYERS BELIEVE ALLCOMPANIES SHOULD HAVE ASOCIAL MEDIA PRESENCE. THEINTERNET IS THE C-SUITE’S TOPINFORMATION RESOURCE(74% OF C-LEVEL EXECUTIVES SAY IT’S VERY VALUABLE)
  14. 14. 53%OF C-LEVEL EXECUTIVES SAIDTHEY PREFER TO LOCATEINFORMATION THEMSELVES
  15. 15. MOST DECISIONSARE MADEBefore acustomer evenContacts you(OR COMES TO YOUR TRADE SHOW)
  16. 16. 78%START THE BUYING PROCESS ONTHE WEB Lead Creation, Australia’s Social Media Presence 2012
  17. 17. 50%TURN TO PEER REVIEWS ANDSOCIAL MEDIA(74% OF C-LEVEL EXECUTIVES SAY IT’S VERY VALUABLE)
  18. 18. 51%DON’T CONTACT A SOLUTIONPROVIDER UNTIL AFTERESTABLISHING A LIST OFPREFERRED VENDORS VIA ONLINERESEARCH
  19. 19. CROWDSOURCING:GROWING ROLE OF SOCIAL
  20. 20. 54%FOLLOWED GROUP DISCUSSIONSTO LEARN ABOUT A TOPIC http://www.slideshare.net/G3Com/2012-b2b-buyer-behavior-survey-report
  21. 21. 24%CONNECTED WITH THOUGHTLEADERS THROUGH SOCIALNETWORKS
  22. 22. 22%POSTED QUESTIONS ON SOCIALNETWORKING WEBSITES
  23. 23. SOCIAL CANINFLUENCE THEDECISION MAKINGPROCESS
  24. 24. SOCIAL WORKS BECAUSERELATIONSHIPSSocial  works  because  relaBonships  are  ARE BETWEEN PEOPLE between  people,  not  businesses    Not businesses  
  25. 25. PERSONB2B P2p TO PERSON  
  26. 26. OK, I’MCONVINCEDSHOW MEHOW!
  27. 27. 1CONTENT STRATEGY DEVELOP A
  28. 28. THE MEDIUM ISN’T THE MESSAGETHE MESSAGE IS THE CONTENT
  29. 29. content explosionTHE content  explosion  is  upon  us   The   ISUPON US
  30. 30. What will make yourContent stand out? 1 PERSONALITY 2 USEFULNESS 3 RELEVANCE 4 FORMAT
  31. 31. Plan, plan, planDEVELOP EDITORIAL CALENDARSTHAT ALIGN WITH YOUR OTHERMARKETING ACTIVITY
  32. 32. 2 make it shareable
  33. 33. CONTENT IS NO GOOD IN AVACUUMGIVE YOUR AUDIENCES THEABILITY TOSHARE WITH THEIRNETWORKS  
  34. 34. 3 LEAD GEN CAPTURE POINTS INTEGRATE
  35. 35. Give and take.WE GIVE YOU AMAZINGCONTENT.YOU GIVE US YOUR EMAILADDRESS, FOLLOW US ORLIKE US
  36. 36. 4 STAFF ACCOUNTABLE MAKE YOUR
  37. 37. STOP GIVING RESPONSIBILITY FORSOCIAL TO THE PA AND ADMIN TEAM.IDENTIFYSOCIAL CHAMPIONSGIVE THEM CONTROL, HELP THEMSPREAD THEIR ENTHUSIASM.
  38. 38. 5 LEADERSHIP SENIOR
  39. 39. PEOPLE LISTEN TO AUTHORITY. CEOSWANT TO SPEAK TO CEOS.PEOPLE WANTLEADERSHIP (EVEN IN SOCIAL)IDENTIFY SENIOR SOCIALCHAMPIONS. PROMOTE THEM.
  40. 40. 6 BUDGET REASSIGN THE
  41. 41. INCREASE SPENDON SOCIAL AND CONTENTDECREASE SPENDON SHORT TERM LEAD GEN ACTIVITIES
  42. 42. 7 INFLUENCERS INFLUENCE THE
  43. 43. SENIOR EXECS DON’T HAVE TIME FORSOCIAL, BUTTHEIR STAFF DO.TARGET THEM WITHCONTENT THEY CANTAKE TO THE CEO.  
  44. 44. 8 STRATEGY CHANNEL
  45. 45. WHERE DO YOUR AUDIENCES LIVE?THINK CONTEXTWHAT CONTENT IS APPROPRIATE FORWHICH CHANNEL?YOUR WEBSITE(AND MOBILE SITE) IS STILL VITALLYIMPORTANT.
  46. 46. PROOF OF THEPUDDING   3 EXAMPLES
  47. 47. Maresk line
  48. 48. AMERICAN EXPRESS OPEN FORUM
  49. 49. UPS - Logisitics
  50. 50. Thanks!@shaunrowland
  51. 51. IMAGE CREDITS  hEp://www.flickr.com/photos/thinkgeoenergy/ hEp://www.sxc.hu/photo/1095072  4554022774/   hEp://www.flickr.com/photos/mayoi/2725187070/  hEp://www.flickr.com/photos/seeminglee/3969199420/   hEp://www.flickr.com/photos/booleansplit/8482641188/  hEp://www.flickr.com/photos/jdhancock/6023780563/   hEp://www.flickr.com/photos/hEp://www.flickr.com/photos/ajourneyroundmyskull/ 42931449@N07/6812481635/  5641424634/   hEp://www.flickr.com/photos/ben_grey/4582294721/  hEp://www.flickr.com/photos/benhosking/5076568979/   hEp://www.flickr.com/photos/evanblaser/5489246278/  hEp://www.flickr.com/photos/darwinbell/313220327/   hEp://www.flickr.com/photos/seier/2348583304/  hEp://www.flickr.com/photos/flatworldsedge/ hEp://www.sxc.hu/photo/314542  5204343926/   hEp://www.flickr.com/photos/foxypar4/913591946/  hEp://www.flickr.com/photos/x-­‐ray_delta_one/ hEp://www.flickr.com/photos/proimos/4045973322/  4042346885/   hEp://www.flickr.com/photos/peasap/935756569/  hEp://www.flickr.com/photos/lyza/49545547/   hEp://www.flickr.com/photos/hEp://www.flickr.com/photos/dyrkwyst/5319624060/   68751915@N05/6736170827/  hEp://www.sxc.hu/photo/1206728   hEp://www.sxc.hu/photo/432895  hEp://www.sxc.hu/photo/1215912   hEp://www.sxc.hu/photo/546229  hEp://www.flickr.com/photos/zigazou76/4482734462/ hEp://www.flickr.com/photos/nostri-­‐imago/3137422976/  sizes/o/in/photostream/   hEp://www.flickr.com/photos/tanaka_juuyoh  hEp://www.sxc.hu/photo/1070609   6820481598/  hEp://www.flickr.com/photos/veryveryquiet/4231240019/   hEp://www.flickr.com/photos/walkingsf/6159680639/  hEp://www.flickr.com/photos/waltstoneburner/ hEp://www.flickr.com/photos/jdhancock/3574716051/  7946581522/  hEp://www.flickr.com/photos/gozalewis/3351035736/  hEp://www.flickr.com/photos/waltstoneburner/7946581522/  

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