Top 6 Reasons B2B Marketers Should Use Social Media
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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.

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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  • 1. 6 Reasons Why B2B Marketers should use social media
    Presented by Mason Zimbler & Spredfast
  • 2. Introductions
    Jon Sander
    Planner/Social Media Strategist
    Mason Zimbler
    Twitter: @thejonsander
    Jim Rudden
    CMO
    Spredfast
    Twitter: @jimrudden
    Tweet #B2Bsocial with questions and comments
  • 3. 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
  • 4. Setting the Scene
    B2C
    B2B
    vs.
  • 5. 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?
  • 6. Yes.
  • 7. 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
  • 8. A new social listening and/or analytics tool pops up
    every day!
    Unmatched Listening
  • 9.
  • 10. Broad Market
    Competitive
    Influencer
    Content
    Internal
    Metrics
  • Your existing digital assets are just sitting around waiting to take a social trip.
    Be kind and send them!
    Leveraging existing digital content
  • 34. Infographics
    Widgets
    Whitepapers
    Analyst reports
    Assessment tools
    Interactive demos
    Photos
    Case studies
    Online game
    Customer videos
    Webinars
    Viral videos
  • 35. Your audience is voluntarily telling you more about themselves = more insight into your target audience.
    Build a social profile of your audience
    Enhance current database with richer data
    Connect new data with CRM
  • 36. What you can learn through social media data....
    General things you know...
    And you might also know...
    Your target audience
  • 51. 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
    Quality over Quantity
  • 52. B2C = High volume and high noise
  • 53. B2B = lower volume, more relevant
  • 54. Industry Influencers in Social
    Clear
    B2C
    • Who is a social influencer for McDonalds or Coca Cola?
    • 55. How influential are they in a purchase decision?
    B2B
    • Industry thought leaders
    • 56. Market analysts
    • 57. Professionals/experts active in social media
    • 58. Top online sources
    • 59. Industry events and speakers
    Fuzzy
    Long-lived
    Short-lived
  • 60. 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
    Increased ability to track conversions
  • 61. 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
  • 62. 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
  • 63. More targeted audience
  • 64. Broader reach
    Tweets
    Retweeted by...
    134K Retweet Audience!
  • 65. Review
    Unmatched Listening
    Leveraging existing digital content
    Build a social profile of your audience
    Quality over Quantity
    Increased ability to track conversions
    Cost effective
  • 66. Thank you for your time