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6 Reasons Why B2B Marketers should use social media<br />Presented by Mason Zimbler & Spredfast<br />
Introductions<br />Jon Sander <br />Planner/Social Media Strategist<br />Mason Zimbler<br />Twitter: @thejonsander<br />Ji...
Who is Mason Zimbler?<br />Technology Agency Arm of Harte-Hanks, Inc. <br />Extensive demand and lead generation experienc...
Setting the Scene<br />B2C<br />B2B<br />vs.<br />
In a Nutshell<br />Social media has quickly become one of the best ways to reach large audiences who are hungry for inform...
Yes.<br />
Top 6 Reasons Why B2B Marketers should use social media<br />Unmatched Listening<br />Leveraging existing digital content<...
A new social listening and/or analytics tool pops up<br />every day!<br />Unmatched Listening<br />
Broad Market<br /><ul><li>Who
Channels
Topics
Keywords
Volume
Trending</li></ul>Competitive<br /><ul><li>Channels
Content
Keywords
Formats
Influencers
One way?</li></ul>Influencer<br /><ul><li>Scoring
Volume
Keywords
Channels
Relationship</li></ul>Content<br /><ul><li>Formats
Velocity
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Top 6 Reasons B2B Marketers Should Use Social Media

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A presentation from Spredfast and Mason Zimbler that discusses the top six reasons why social media should be part of the B2B marketing mix.

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Transcript of "Top 6 Reasons B2B Marketers Should Use Social Media"

  1. 1. 6 Reasons Why B2B Marketers should use social media<br />Presented by Mason Zimbler & Spredfast<br />
  2. 2. Introductions<br />Jon Sander <br />Planner/Social Media Strategist<br />Mason Zimbler<br />Twitter: @thejonsander<br />Jim Rudden<br />CMO<br />Spredfast<br />Twitter: @jimrudden<br />Tweet #B2Bsocial with questions and comments<br />
  3. 3. Who is Mason Zimbler?<br />Technology Agency Arm of Harte-Hanks, Inc. <br />Extensive demand and lead generation experience<br />6thlargest direct marketing agency (AdAge)<br />Hundreds of dedicated digital team members, cross-discipline / geo<br />B2B marketing expertise<br />The Aberdeen Group, Mason Zimbler, Harte-Hanks Market Intelligence, Trillium Software, Information Arts, Postfuture<br />
  4. 4. Setting the Scene<br />B2C<br />B2B<br />vs.<br />
  5. 5. In a Nutshell<br />Social media has quickly become one of the best ways to reach large audiences who are hungry for information and conversation.<br />But is it the right fit for B2B marketers like yourselves?<br />
  6. 6. Yes.<br />
  7. 7. Top 6 Reasons Why B2B Marketers should use social media<br />Unmatched Listening<br />Leveraging existing digital content<br />Build a social profile of your audience<br />Quality over Quantity<br />Increased ability to track conversions<br />Cost effective<br />
  8. 8. A new social listening and/or analytics tool pops up<br />every day!<br />Unmatched Listening<br />
  9. 9.
  10. 10. Broad Market<br /><ul><li>Who
  11. 11. Channels
  12. 12. Topics
  13. 13. Keywords
  14. 14. Volume
  15. 15. Trending</li></ul>Competitive<br /><ul><li>Channels
  16. 16. Content
  17. 17. Keywords
  18. 18. Formats
  19. 19. Influencers
  20. 20. One way?</li></ul>Influencer<br /><ul><li>Scoring
  21. 21. Volume
  22. 22. Keywords
  23. 23. Channels
  24. 24. Relationship</li></ul>Content<br /><ul><li>Formats
  25. 25. Velocity
  26. 26. Topics
  27. 27. Search </li></ul>Internal<br /><ul><li>Tools
  28. 28. Voices
  29. 29. Cadence
  30. 30. Funnel</li></ul>Metrics<br /><ul><li>KPIs
  31. 31. Benchmarks
  32. 32. Targets
  33. 33. Growth rate</li></li></ul><li>Your existing digital assets are just sitting around waiting to take a social trip. <br />Be kind and send them!<br />Leveraging existing digital content<br />
  34. 34. Infographics<br />Widgets<br />Whitepapers<br />Analyst reports<br />Assessment tools<br />Interactive demos<br />Photos<br />Case studies<br />Online game<br />Customer videos<br />Webinars<br />Viral videos<br />
  35. 35. Your audience is voluntarily telling you more about themselves = more insight into your target audience.<br />Build a social profile of your audience<br />Enhance current database with richer data<br />Connect new data with CRM<br />
  36. 36. What you can learn through social media data....<br />General things you know...<br /><ul><li> Name
  37. 37. Company
  38. 38. Title
  39. 39. Email
  40. 40. Telephone
  41. 41. Preferred social networks
  42. 42. Network size and influence
  43. 43. Social “frequency”
  44. 44. Personal Interests
  45. 45. Brand affinity
  46. 46. Favorite topics to discuss
  47. 47. “Real” title
  48. 48. And more!</li></ul>And you might also know...<br /><ul><li> Age
  49. 49. Gender
  50. 50. HH income</li></ul>Your target audience<br />
  51. 51. The B2B social media environment is completely different than B2C<br />Your social community may be smaller...but it’s higher quality and very targeted <br />B2B social communities are engaged and “opted-in” socially<br />Clearer picture of industry influencers in social<br />Quality over Quantity<br />
  52. 52. B2C = High volume and high noise<br />
  53. 53. B2B = lower volume, more relevant<br />
  54. 54. Industry Influencers in Social<br />Clear<br />B2C<br /><ul><li> Who is a social influencer for McDonalds or Coca Cola?
  55. 55. How influential are they in a purchase decision?</li></ul>B2B<br /><ul><li> Industry thought leaders
  56. 56. Market analysts
  57. 57. Professionals/experts active in social media
  58. 58. Top online sources
  59. 59. Industry events and speakers</li></ul>Fuzzy<br />Long-lived<br />Short-lived<br />
  60. 60. Prospect. Pipeline. MQL. SQL. Sale. <br />Conversion can be much clearer in B2B than B2C due to environment and what is being marketed<br />Social media is driving traffic to site/locations where lead conversions happen <br />You already have the tools in place, it just takes appropriate planning<br />Increased ability to track conversions<br />
  61. 61. Email promotes social, webinar and and high value content on landing page<br />Webinar promotes high value content on landing page and social <br />Social points to high value content on landing page<br />Tracking Social Conversions<br />
  62. 62. Social advertising to B2B audiences is 1/10 the cost of traditional advertisements <br />More bang for your buckbecause your audience is more targeted<br />Measurable R.O.I. <br />Cost effective<br />
  63. 63. More targeted audience<br />
  64. 64. Broader reach<br />Tweets<br />Retweeted by...<br />134K Retweet Audience!<br />
  65. 65. Review<br />Unmatched Listening<br />Leveraging existing digital content<br />Build a social profile of your audience<br />Quality over Quantity<br />Increased ability to track conversions<br />Cost effective<br />
  66. 66. Thank you for your time<br />
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