B2B Social Media:Lead Generation and ROI for Brands        Hashtag: #SMWNY   Follow @teamaffectSandra Fathi               ...
What is PR?                      Why Social Media is PR                Why Social Media is Relevant to B2B            How ...
Social Media = Bi-directional     Communications           Searching for InformationConnecting with People, Organizations ...
Knock, Knock   Who’s There?Your Target Audience
Social Media Reach
• 875 million active users• Approximately 80% of FB users outside of U.S.• 50% of users log on to FB each day• Average use...
• Largest professional network on the Internet• More than 150 million members in over 200  countries and territories• More...
• 100 million active users, 50 million are active• everyday  34% of marketers have generated leads using Twitter          ...
Facebook & TwitterNearly Half of Users are 35+
• #2 search engine after Google• 35 hours of video uploaded per minute in 2011• 800 million unique users visit YouTube eac...
Online Video ViewsGrowing by Leaps and Bounds
• More than 12 million American adults maintain a  blog• More than 57 million Americans read blogs• Technorati is currentl...
PR Goes Social• 37% of journalists are required to maintain Twitter  accounts – PRWeek 2010• 52% of reporters now use Twit...
Website                FacebookMarketing                BlogAdvertisin                        Twitter   g   PR        Mess...
In order to measure success, you must            identify your goal.In order to reach the goal, you must plan             ...
30% of B2B marketers are spending millions           of dollars each year  Nearly 30% of them are not tracking the        ...
Simple Social Media Measurement Matrix
Revenue Generation•   Sales•   Memberships•   Registrations•   Downloads•   Participation
Cost Deflection•   Reducing Product Quality Defects•   Decrease R&D Expense•   Decrease Time to Market•   Decrease Marketi...
Conversation Reach  Share of Voice                   Source: Altimeter Group
Sentiment  Source: Womma Metrics Best Practices Guidebook
UPS Woos & Wins SMBs Through Social Media
Cisco Cuts $100,000+ Off Product LaunchCisco SM Stats:• Blog: 22 external, 475K views/quarter• Twitter: 108 Cisco feeds wi...
Bug Labs’ Customers Drive Product          Development
Top External (or Customer-Facing) Social      Strategy Objectives in 2011
B2B Social Media:Omni Hotels & ResortsFebruary 2012                PROPRIETARY & CONFIDENTIAL
OMNI CASE STUDYCURRENT SITUATION    Omni Hotels & Resorts offers luxury hotels and    resorts throughout North America.   ...
OMNI CASE STUDYCURRENT SITUATION    Omni wanted to significantly increase brand    awareness and recognition among meeting...
OMNI CASE STUDYTHE ASSIGNMENT    Create brand awareness and buzz within the    meeting and event planner community about O...
OMNI CASE STUDYSTRATEGIES    Use social media as a platform for engaging in meaningful    conversations with meeting and e...
OMNI CASE STUDY                                                www.omniunderstands.comOMNI UNDERSTANDSLANDING PAGE     


...
OMNI CASE STUDYTWITTER: @OMNIMEETINGS                                www.twitter.com/omnimeetings     


                 ...
OMNI CASE STUDYLinkedIn    Omni participated in 3-4 discussions per week on LinkedIn Groups that                        ar...
OMNI CASE STUDYBLOG COMMENTING    Omni commented on 2-3 industry blogs and online publications each                       ...
OMNI CASE STUDYFACEBOOK FAN PAGE                                  www.facebook.com/omnimeetings     


                   ...
OMNI CASE STUDYRESULTS SNAPSHOT   Enhanced brand awareness                            Strong community                    ...
OMNI CASE STUDYRESULTS: MEDIA COVERAGE     Interactions on Twitter have led to media coverage for Omni                    ...
OMNI CASE STUDYRESULTS: LEADS GENERATED        Online engagement has generated known leads for Omni                       ...
OMNI CASE STUDYRESULTS: LEADS GENERATED      LinkedIn commenting lead to 8 known leads within the first 2                 ...
OMNI CASE STUDYRESULTS: MEDIA COVERAGE         Interactions on Facebook have secured positive media                    cov...
OMNI CASE STUDYRESULTS: BLOGCOMMENTING                  PROPRIETARY & CONFIDENTIAL
OMNI CASE STUDYRESULTS: BLOGCOMMENTING                  PROPRIETARY & CONFIDENTIAL
2010 AWARD WINS             Social Media Marketing Awards             Best Integrated Campaign (non-tech)             PRSA...
B2B Social Media:Regus         PROPRIETARY & CONFIDENTIAL
REGUS CASE STUDYCURRENT SITUATION    Regus provides flexible office arrangements for businesspeople    worldwide.    Regus...
REGUS CASE STUDYCURRENT SITUATION    1,000+ business centers    450 cities in 75 countries    Serving 200,000 clients dail...
REGUS CASE STUDYTHE ASSIGNMENT    Generate 350 sales leads for Regus’ 18 locations in Manhattan.    Could highly targeted,...
REGUS CASE STUDYBRAND POSITIONING                                                Regus’ current brand                     ...
REGUS CASE STUDYTARGET AUDIENCERESEARCH                                      “Yes, I have heard about Regus. “            ...
REGUS CASE STUDYCAMPAIGN POSITIONING    We tapped into the elements of Regus’ brand essence that made    sense for New Yor...
REGUS CASE STUDYOLD CREATIVE                   PROPRIETARY & CONFIDENTIAL
REGUS CASE STUDYNEW CREATIVE                   PROPRIETARY & CONFIDENTIAL
REGUS CASE STUDYPUBLIC RELATIONS  Press Releases    Radio Media Tour  Media Relations   Satellite Media Tour  Byline Artic...
REGUS CASE STUDYMARKETING  Regus Hosted Events  Sponsored Events  Online Advertising &  SEM  Email Sponsorships  Partner M...
REGUS CASE STUDYSOCIAL MEDIA  Facebook  LinkedIn  Twitter  Flickr  Blog Commenting  Campaign  Viral Video                 ...
REGUS CASE STUDYPROJECT TIMELINE                   PROPRIETARY & CONFIDENTIAL
REGUS CASE STUDYMEASUREMENT  Track activities,  but measure by results.                       PROPRIETARY & CONFIDENTIAL
REGUS CASE STUDYRESULTSThe Q4 2009 New York City campaign generated:723 sales leads900+ sweeps leads$1,067,000 in revenue ...
REGUS CASE STUDYNEXT STEPSQ1 2010 Priority Market CampaignsNew York City, Chicago, Atlanta, San Francisco, PhoenixPublic R...
AGENCY OVERVIEW2010 AWARD WINS                  Gold Award: Social Media                  Gold Award: Video/Marketing Serv...
B2B Social Media:Lead Generation and ROI for Brands        Hashtag: #SMWNY   Follow @teamaffectSandra Fathi               ...
The Case for B2B Social Media - Social Media Week 2012
Upcoming SlideShare
Loading in...5
×

The Case for B2B Social Media - Social Media Week 2012

614

Published on

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
614
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
6
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Introduction to myself. Introduction to Affect. Introduction to Audience. Agency vs. CorporateSM converts vs. doubtersSM users (for personal) vs. users for businessWhat SM has done for Affect
  • This is the journey. I like to know where I’m going. Already Social Media Curious?This is the logic to share with clients. Or the non-believers in your organization. Most objections come from lack of understanding. They haven’t been there. They haven’t done that. They don’t use it. Therefore, no one else is. They don’t know what they are missing – and you can’t blame them. They also don’t understand how to calculate ROI. We do. And many other marketing activities are not accountable in the way they want SM to be.
  • Twitter understands the power of their communityIn beta now with business offerings – Promoted Tweets, Promoted Trends and Promoted AccountsAlso, a business dashboard.
  • With traditional media coverage, there are clear indicators of ‘success’ and some ambiguous indicators. In social media, there are measurable, indisputable signs. However, you must put in tripwires, milestones and other markers along the path to prove the route to ROI.
  • With traditional media coverage, there are clear indicators of ‘success’ and some ambiguous indicators. In social media, there are measurable, indisputable signs. However, you must put in tripwires, milestones and other markers along the path to prove the route to ROI.
  • Whatever the company’s currency is – that’s revenue. Eyeballs for a publisher to hard currency for goods and services.
  • Introduction to myself. Introduction to Affect. Introduction to Audience. Agency vs. CorporateSM converts vs. doubtersSM users (for personal) vs. users for businessWhat SM has done for Affect
  • The Case for B2B Social Media - Social Media Week 2012

    1. 1. B2B Social Media:Lead Generation and ROI for Brands Hashtag: #SMWNY Follow @teamaffectSandra Fathi Katie CreaserPresident, Affect Account Director, Affectsfathi@affect.com kcreaser@affect.com@sandrafathi @ksafrey
    2. 2. What is PR? Why Social Media is PR Why Social Media is Relevant to B2B How to Fuse Traditional PR with Social Media Measurement & Key Performance Indicators for Social MediaUsing Social Media to Change Perceptions & Behaviors to Increase ROI
    3. 3. 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
    4. 4. Knock, Knock Who’s There?Your Target Audience
    5. 5. Social Media Reach
    6. 6. • 875 million active users• Approximately 80% 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• 56% of users say that they are more likely to recommend a brand after becoming a fan Source: Facebook, February 2012
    7. 7. • Largest professional network on the Internet• More than 150 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 2011 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
    8. 8. • 100 million active users, 50 million are active• everyday 34% of marketers have generated leads using Twitter Source: mediabistro 2012
    9. 9. Facebook & TwitterNearly Half of Users are 35+
    10. 10. • #2 search engine after Google• 35 hours of video uploaded per minute in 2011• 800 million unique users visit YouTube each month• 700 billion playbacks in 2010• 70% of YouTube traffic from outside the U.S.• Demographic is broad: 18-54• 400+ million YouTube Mobile views per day• YouTube is monetizing over 3 billion video views per week globally• Number of advertisers using display ads on YouTube increased 10-fold in the last year• More video is uploaded to YouTube in one month than the 3 major US networks created in 60 years Source: YouTube, February 2012
    11. 11. Online Video ViewsGrowing by Leaps and Bounds
    12. 12. • 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• Blog readers average 23 hours online each week Source: Blog World Expo
    13. 13. PR Goes Social• 37% of journalists are required to maintain Twitter accounts – PRWeek 2010• 52% of reporters now use Twitter as part of their jobs – Cision/GSPM 2010• 65% of journalists use Facebook for their work – Cision/GSPM 2010
    14. 14. Website FacebookMarketing BlogAdvertisin Twitter g PR Message YouTube Sales Slideshare Blog Comments LinkedIn
    15. 15. In order to measure success, you must identify your goal.In order to reach the goal, you must plan your path.
    16. 16. 30% of B2B marketers are spending millions of dollars each year Nearly 30% of them are not tracking the impact of this marketing Source: mediabistro 2012
    17. 17. Simple Social Media Measurement Matrix
    18. 18. Revenue Generation• Sales• Memberships• Registrations• Downloads• Participation
    19. 19. 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
    20. 20. Conversation Reach Share of Voice Source: Altimeter Group
    21. 21. Sentiment Source: Womma Metrics Best Practices Guidebook
    22. 22. UPS Woos & Wins SMBs Through Social Media
    23. 23. Cisco Cuts $100,000+ Off Product LaunchCisco SM Stats:• Blog: 22 external, 475K views/quarter• Twitter: 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 attendees 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
    24. 24. Bug Labs’ Customers Drive Product Development
    25. 25. Top External (or Customer-Facing) Social Strategy Objectives in 2011
    26. 26. B2B Social Media:Omni Hotels & ResortsFebruary 2012 PROPRIETARY & CONFIDENTIAL
    27. 27. 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. PROPRIETARY & CONFIDENTIAL
    28. 28. 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. PROPRIETARY & CONFIDENTIAL
    29. 29. 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. Generate groups sales leads using social media platforms.
 PROPRIETARY & CONFIDENTIAL
    30. 30. 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 Twitter and Facebook as platforms for Omni to address the needs and interests of meeting planners across the United States. Use LinkedIn to engage groups of planners in conversation, position Omni executives as thought leaders and answer their questions about meeting venues. Use a blog commenting campaign to create a dialogue between Omni and industry influencers.PROPRIETARY & CONFIDENTIAL
    31. 31. OMNI CASE STUDY www.omniunderstands.comOMNI UNDERSTANDSLANDING PAGE 


 PROPRIETARY & CONFIDENTIAL
    32. 32. OMNI CASE STUDYTWITTER: @OMNIMEETINGS www.twitter.com/omnimeetings 


 PROPRIETARY & CONFIDENTIAL
    33. 33. OMNI CASE STUDYLinkedIn Omni participated in 3-4 discussions per week on LinkedIn Groups that are specific to meeting planners 


 PROPRIETARY & CONFIDENTIAL
    34. 34. OMNI CASE STUDYBLOG COMMENTING Omni commented on 2-3 industry blogs and online publications each week 


 PROPRIETARY & CONFIDENTIAL
    35. 35. OMNI CASE STUDYFACEBOOK FAN PAGE www.facebook.com/omnimeetings 


 PROPRIETARY & CONFIDENTIAL
    36. 36. OMNI CASE STUDYRESULTS SNAPSHOT Enhanced brand awareness Strong community engagement Gained more than 1,454 followers of Omni’s Twitter handle Conducted more than 1000 conversations on Twitter and Secured media coverage for Omni Facebook with meeting planners in top outlets read by meeting & and influencers event planners via social media efforts Following and engaging with more meeting planners on social Web traffic and lead generation media than any of Omni’s competitors Generated more than 25 leads for meetings involving more than 150 attendees Increased monthly traffic to Omni Understands landing page by 25% PROPRIETARY & CONFIDENTIAL
    37. 37. OMNI CASE STUDYRESULTS: MEDIA COVERAGE Interactions on Twitter have led to media coverage for Omni PROPRIETARY & CONFIDENTIAL
    38. 38. OMNI CASE STUDYRESULTS: LEADS GENERATED Online engagement has generated known leads for Omni PROPRIETARY & CONFIDENTIAL
    39. 39. OMNI CASE STUDYRESULTS: LEADS GENERATED LinkedIn commenting lead to 8 known leads within the first 2 months of engagement PROPRIETARY & CONFIDENTIAL
    40. 40. OMNI CASE STUDYRESULTS: MEDIA COVERAGE Interactions on Facebook have secured positive media coverage for Omni on About.com PROPRIETARY & CONFIDENTIAL
    41. 41. OMNI CASE STUDYRESULTS: BLOGCOMMENTING PROPRIETARY & CONFIDENTIAL
    42. 42. OMNI CASE STUDYRESULTS: BLOGCOMMENTING PROPRIETARY & CONFIDENTIAL
    43. 43. 2010 AWARD WINS Social Media Marketing Awards Best Integrated Campaign (non-tech) PRSA Big Apple Award New Media/Social Media Campaign: B2B PROPRIETARY & CONFIDENTIAL
    44. 44. B2B Social Media:Regus PROPRIETARY & CONFIDENTIAL
    45. 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. PROPRIETARY & CONFIDENTIAL
    46. 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. PROPRIETARY & CONFIDENTIAL
    47. 47. REGUS CASE STUDYTHE ASSIGNMENT Generate 350 sales leads for Regus’ 18 locations in Manhattan. Could highly targeted, local programs perform better than a single, national campaign? PROPRIETARY & CONFIDENTIAL
    48. 48. REGUS CASE STUDYBRAND POSITIONING Regus’ current brand positioning is global, not local. It also speaks to two target audiences. PROPRIETARY & CONFIDENTIAL
    49. 49. REGUS CASE STUDYTARGET AUDIENCERESEARCH “Yes, I have heard about Regus. “ “My three main concerns when choosing an office are affordability, light and noise.” “I know very little about Regus, but yes, Id consider it because I William Scheckel presume Regus’ shared office Marketing Consultant space is flexible and affordable and things like tables, chairs, printers and such are there already. Thats less for me to think about.” PROPRIETARY & CONFIDENTIAL
    50. 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 “Gotta be affordable” (business & NYC) “Just give me the facts” Tech-skewed “Do anything for my business” PROPRIETARY & CONFIDENTIAL
    51. 51. REGUS CASE STUDYOLD CREATIVE PROPRIETARY & CONFIDENTIAL
    52. 52. REGUS CASE STUDYNEW CREATIVE PROPRIETARY & CONFIDENTIAL
    53. 53. REGUS CASE STUDYPUBLIC RELATIONS Press Releases Radio Media Tour Media Relations Satellite Media Tour Byline Articles PROPRIETARY & CONFIDENTIAL
    54. 54. REGUS CASE STUDYMARKETING Regus Hosted Events Sponsored Events Online Advertising & SEM Email Sponsorships Partner Marketing Taxi TV Cinema Placements PROPRIETARY & CONFIDENTIAL
    55. 55. REGUS CASE STUDYSOCIAL MEDIA Facebook LinkedIn Twitter Flickr Blog Commenting Campaign Viral Video PROPRIETARY & CONFIDENTIAL
    56. 56. REGUS CASE STUDYPROJECT TIMELINE PROPRIETARY & CONFIDENTIAL
    57. 57. REGUS CASE STUDYMEASUREMENT Track activities, but measure by results. PROPRIETARY & CONFIDENTIAL
    58. 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) PROPRIETARY & CONFIDENTIAL
    59. 59. REGUS CASE STUDYNEXT STEPSQ1 2010 Priority Market CampaignsNew York City, Chicago, Atlanta, San Francisco, PhoenixPublic Relations Agency of RecordSocial Media Agency of Record PROPRIETARY & CONFIDENTIAL
    60. 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 PROPRIETARY & CONFIDENTIAL
    61. 61. B2B Social Media:Lead Generation and ROI for Brands Hashtag: #SMWNY Follow @teamaffectSandra Fathi Katie CreaserPresident, Affect Account Director, Affectsfathi@affect.com kcreaser@affect.com@sandrafathi @ksafrey
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×