Top 6 Reasons B2B Marketers Should Use Social Media

6 Reasons Why B2B Marketers should use social media
Presented by Mason Zimbler & Spredfast

Introductions
Jon Sander
Planner/Social Media Strategist
Mason Zimbler
Twitter: @thejonsander
Jim Rudden
CMO
Spredfast
Twitter: @jimrudden
Tweet #B2Bsocial with questions and comments

Who is Mason Zimbler?
Technology Agency Arm of Harte-Hanks, Inc.
Extensive demand and lead generation experience
6thlargest direct marketing agency (AdAge)
Hundreds of dedicated digital team members, cross-discipline / geo
B2B marketing expertise
The Aberdeen Group, Mason Zimbler, Harte-Hanks Market Intelligence, Trillium Software, Information Arts, Postfuture

Setting the Scene
B2C
B2B
vs.

In a Nutshell
Social media has quickly become one of the best ways to reach large audiences who are hungry for information and conversation.
But is it the right fit for B2B marketers like yourselves?

Top 6 Reasons Why B2B Marketers should use social media
Unmatched Listening
Leveraging existing digital content
Build a social profile of your audience
Quality over Quantity
Increased ability to track conversions
Cost effective

A new social listening and/or analytics tool pops up
every day!
Unmatched Listening

Broad Market
Who
Channels
Topics
Keywords
Volume
Trending
Competitive
Channels
Content
Keywords
Formats
Influencers
One way?
Influencer
Scoring
Volume
Keywords
Channels
Relationship
Content
Formats
Velocity
Topics
Search
Internal
Tools
Voices
Cadence
Funnel
Metrics
KPIs
Benchmarks
Targets
Growth rate

Your existing digital assets are just sitting around waiting to take a social trip.
Be kind and send them!

Infographics
Widgets
Whitepapers
Analyst reports
Assessment tools
Interactive demos
Photos
Case studies
Online game
Customer videos
Webinars
Viral videos

Your audience is voluntarily telling you more about themselves = more insight into your target audience.
Enhance current database with richer data
Connect new data with CRM

What you can learn through social media data....
General things you know...
Name
Company
Title
Email
Telephone
Preferred social networks
Network size and influence
Social “frequency”
Personal Interests
Brand affinity
Favorite topics to discuss
“Real” title
And more!
And you might also know...
Age
Gender
HH income
Your target audience

The B2B social media environment is completely different than B2C
Your social community may be smaller...but it’s higher quality and very targeted
B2B social communities are engaged and “opted-in” socially
Clearer picture of industry influencers in social

B2C = High volume and high noise

B2B = lower volume, more relevant

Industry Influencers in Social
Clear
B2C
Who is a social influencer for McDonalds or Coca Cola?
How influential are they in a purchase decision?
B2B
Industry thought leaders
Market analysts
Professionals/experts active in social media
Top online sources
Industry events and speakers
Fuzzy
Long-lived
Short-lived

Prospect. Pipeline. MQL. SQL. Sale.
Conversion can be much clearer in B2B than B2C due to environment and what is being marketed
Social media is driving traffic to site/locations where lead conversions happen
You already have the tools in place, it just takes appropriate planning

Email promotes social, webinar and and high value content on landing page
Webinar promotes high value content on landing page and social
Social points to high value content on landing page
Tracking Social Conversions

Social advertising to B2B audiences is 1/10 the cost of traditional advertisements
More bang for your buckbecause your audience is more targeted
Measurable R.O.I.
Cost effective

More targeted audience

Broader reach
Tweets
Retweeted by...
134K Retweet Audience!

Review
Unmatched Listening
Cost effective

Thank you for your time

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Top 6 Reasons B2B Marketers Should Use Social Media

by Spredfast on Jun 24, 2011

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Top 6 Reasons B2B Marketers Should Use Social Media — Presentation Transcript