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Best practices b2b social media marketing #marcom12
Best practices b2b social media marketing #marcom12
Best practices b2b social media marketing #marcom12
Best practices b2b social media marketing #marcom12
Best practices b2b social media marketing #marcom12
Best practices b2b social media marketing #marcom12
Best practices b2b social media marketing #marcom12
Best practices b2b social media marketing #marcom12
Best practices b2b social media marketing #marcom12
Best practices b2b social media marketing #marcom12
Best practices b2b social media marketing #marcom12
Best practices b2b social media marketing #marcom12
Best practices b2b social media marketing #marcom12
Best practices b2b social media marketing #marcom12
Best practices b2b social media marketing #marcom12
Best practices b2b social media marketing #marcom12
Best practices b2b social media marketing #marcom12
Best practices b2b social media marketing #marcom12
Best practices b2b social media marketing #marcom12
Best practices b2b social media marketing #marcom12
Best practices b2b social media marketing #marcom12
Best practices b2b social media marketing #marcom12
Best practices b2b social media marketing #marcom12
Best practices b2b social media marketing #marcom12
Best practices b2b social media marketing #marcom12
Best practices b2b social media marketing #marcom12
Best practices b2b social media marketing #marcom12
Best practices b2b social media marketing #marcom12
Best practices b2b social media marketing #marcom12
Best practices b2b social media marketing #marcom12
Best practices b2b social media marketing #marcom12
Best practices b2b social media marketing #marcom12
Best practices b2b social media marketing #marcom12
Best practices b2b social media marketing #marcom12
Best practices b2b social media marketing #marcom12
Best practices b2b social media marketing #marcom12
Best practices b2b social media marketing #marcom12
Best practices b2b social media marketing #marcom12
Best practices b2b social media marketing #marcom12
Best practices b2b social media marketing #marcom12
Best practices b2b social media marketing #marcom12
Best practices b2b social media marketing #marcom12
Best practices b2b social media marketing #marcom12
Best practices b2b social media marketing #marcom12
Best practices b2b social media marketing #marcom12
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Best practices b2b social media marketing #marcom12

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Best practices over B2B Social Media Marketing met o.a. MCB Nederland, Kinaxis, Louis E. Page en Colt International. …

Best practices over B2B Social Media Marketing met o.a. MCB Nederland, Kinaxis, Louis E. Page en Colt International.

Actueel blog over B2B Social Media Marketing: http://www.veldmerk.nl

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  • 1. #komdelenBest Practices inB2B Social Media Marketing
  • 2. Jos Veldwijk 100% Social Media in B2B Ondernemer & freelance docent Twitter: @josveldwijk Mail: jos@veldmerk.nlBest Practices B2B Social Media Marketing @ Marcom 2012 – Amsterdam RAI
  • 3. Let’s talk about…• Best Practices in B2B• Risico’s en succesfactoren• Basis voor een strategie Best Practices B2B Social Media Marketing @ Marcom 2012 – Amsterdam RAI
  • 4. #1 MCB | Walk the talk Best Practices B2B Social Media Marketing @ Marcom 2012 – Amsterdam RAI
  • 5. #1 MCB | Walk the talk Uitdagingen Facts• Anonieme organisatie • Klanten & prospects een gezicht geven vinden medewerkers• Thought Leadership • Multi-channel: Facebook, LinkedIn, Yammer, YouTube, Twitter en Slideshare Best Practices B2B Social Media Marketing @ Marcom 2012 – Amsterdam RAI
  • 6. #1 MCB | Walk the talk Best Practices B2B Social Media Marketing @ Marcom 2012 – Amsterdam RAI
  • 7. #1 MCB | Walk the talk Best Practices B2B Social Media Marketing @ Marcom 2012 – Amsterdam RAI
  • 8. #1 MCB | Walk the talk Best Practices B2B Social Media Marketing @ Marcom 2012 – Amsterdam RAI
  • 9. #1 MCB | Walk the talk E-mailings Social Media Campagnes EventsWebsite DrukwerkWebshop Best Practices B2B Social Media Marketing @ Marcom 2012 – Amsterdam RAI
  • 10. #1 MCB | Walk the talk E-mailings Campagnes Website Drukwerk Events Webshop Social Media Best Practices B2B Social Media Marketing @ Marcom 2012 – Amsterdam RAI
  • 11. #2 SIDN | Crowd Sourcing Best Practices B2B Social Media Marketing @ Marcom 2012 – Amsterdam RAI
  • 12. #2 SIDN | Crowd Sourcing Uitdagingen Facts• Input voor ontwikkeling • LI Groep > 200 members nieuw software product • Lagere kosten dan• Beperkt aantal experts in regulier R&D programma Nederland te vinden • Unieke toegang tot specifieke kennis • Direct nieuwe afzetmarkt Best Practices B2B Social Media Marketing @ Marcom 2012 – Amsterdam RAI
  • 13. #2 SIDN | Crowd Sourcing Best Practices B2B Social Media Marketing @ Marcom 2012 – Amsterdam RAI
  • 14. #3 Avaya | Lead Scoring Provider in communicatie Branches o.a. onderwijs, financiële dienstverlening, gezondheidszorg en MKB Social Media: Twitter, Facebook, YouTube, Linkedin, Flickr, Blog Best Practices B2B Social Media Marketing @ Marcom 2012 – Amsterdam RAI
  • 15. #3 Avaya | Lead Scoring Uitdagingen Facts• Competitieve markt • Prospect wil switchen• Identificeren van van telefoon provider klantbehoefte • Na 19 dagen deal ter waarde van $ 250.000  Bottom line: Monitoring en snelheid zorgen voor concurrentievoordeel Best Practices B2B Social Media Marketing @ Marcom 2012 – Amsterdam RAI
  • 16. #3 Avaya | Lead Scoring[prospect] … or Avaya? Time for a new phone system very soon.@[prospect] – Let me know if we can help you – we have some Strategic Consultants that can help you assess your needs. Best Practices B2B Social Media Marketing @ Marcom 2012 – Amsterdam RAI
  • 17. #4 SteelMaster | Facebook Best Practices B2B Social Media Marketing @ Marcom 2012 – Amsterdam RAI
  • 18. #4 SteelMaster | Facebook Uitdagingen Facts• Stalen constructies & • Twitter voor promotie Social Media? doeleinden • Facebook voor engagement (foto’s) • Nieuwe klanten uit andere segmenten Best Practices B2B Social Media Marketing @ Marcom 2012 – Amsterdam RAI
  • 19. #4 SteelMaster | Facebook Offerte aanvragen via Facebook pagina Best Practices B2B Social Media Marketing
  • 20. #4 SteelMaster | Facebook Van content naar leads Best Practices B2B Social Media Marketing @ Marcom 2012 – Amsterdam RAI
  • 21. #5 Louis E. Page | Blog Best Practices B2B Social Media Marketing @ Marcom 2012 – Amsterdam RAI
  • 22. #5 Louis E. Page | Blog Uitdaging Facts• Passie voor producten • Facebook, Linkedin, laten zien Twitter, Flickr en blog• Meer groei door Social • > 1.500 downloads Media Marketing • Omzetgroei van 850% • Bottom line: Investeren in (blog) content loont Best Practices B2B Social Media Marketing @ Marcom 2012 – Amsterdam RAI
  • 23. #5 Louis E. Page | Blog Conversie Best Practices B2B Social Media Marketing @ Marcom 2012 – Amsterdam RAI
  • 24. #6 Fujitsu | Slideshare Best Practices B2B Social Media Marketing @ Marcom 2012 – Amsterdam RAI
  • 25. #6 Fujitsu | Slideshare Uitdaging Facts• Inspelen op behoefte • Eigen branded channel van zakelijke inkopers • 138 documenten zoals• Inzicht in voorkeuren Cases en Whitepapers• Integratie met Corporate • Online leadgeneratie ‘LIFEBOOK’ campagne • Linkedin, Facebook, Twitter en Blog Best Practices B2B Social Media Marketing @ Marcom 2012 – Amsterdam RAI
  • 26. #6 Fujitsu | Slideshare Best Practices B2B Social Media Marketing @ Marcom 2012 – Amsterdam RAI
  • 27. #7 Kinaxis | Business blog Best Practices B2B Social Media Marketing @ Marcom 2012 – Amsterdam RAI
  • 28. #7 Kinaxis | Business blog Uitdaging Facts• Thought Leadership • Blog sinds 2005• Online community • 15 eigen bloggers • Community met > 6.000 members • Twitter, RSS, E-Mail, Linkedin en Video • Meer dan 42.000 leads Best Practices B2B Social Media Marketing @ Marcom 2012 – Amsterdam RAI
  • 29. Best Practices B2B Social Media Marketing @ Marcom 2012 – Amsterdam RAI
  • 30. Best Practices B2B Social Media Marketing @ Marcom 2012 – Amsterdam RAI
  • 31. Best Practices B2B Social Media Marketing @ Marcom 2012 – Amsterdam RAI
  • 32. Best Practices B2B Social Media Marketing @ Marcom 2012 – Amsterdam RAI
  • 33. Best Practices B2B Social Media Marketing @ Marcom 2012 – Amsterdam RAI
  • 34. #8 Colt | Leadgeneratie Best Practices B2B Social Media Marketing @ Marcom 2012 – Amsterdam RAI
  • 35. #8 Colt | Leadgeneratie Uitdaging Facts• Minder effect door • Bouw/Constructie traditionele marketing • 350 medewerkers• Positioneren als • Vestigingen > 75 landen kennisleider • Meer website traffic• Meer en kwalitatieve • Binnen 9 maanden 82 leads van Marketing leads via Social Media Best Practices B2B Social Media Marketing @ Marcom 2012 – Amsterdam RAI
  • 36. #8 Colt | Leadgeneratie • Blog • White Papers • LinkedIn • Twitter • Facebook • YouTube • Flickr • SlideShare Best Practices B2B Social Media Marketing @ Marcom 2012 – Amsterdam RAI
  • 37. #8 Colt | Leadgeneratie Best Practices B2B Social Media Marketing @ Marcom 2012 – Amsterdam RAI
  • 38. #8 Colt | Leadgeneratie Best Practices B2B Social Media Marketing @ Marcom 2012 – Amsterdam RAI
  • 39. #8 Colt | Leadgeneratie 82 Leads via Social Media Best Practices B2B Social Media Marketing @ Marcom 2012 – Amsterdam RAI
  • 40. Risico’s• Geen strategie• Lage reactie snelheid• Geen inzicht klantbehoefte• Focus op korte termijn• Interne tegenwerking• Verkeerde verwachtingen• Vergelijking met traditionele marketing• Omgaan met negatieve feedback• Geen lerende organisatie Best Practices B2B Social Media Marketing @ Marcom 2012 – Amsterdam RAI
  • 41. Succes Factoren Centraal onderdeel Marketing en Innovatie Niet één, maar verschillende kanalen Toegewijd team met focus op Social Media Bedrijfscultuur van dialoog en participatie Best Practices B2B Social Media Marketing @ Marcom 2012 – Amsterdam RAI
  • 42. Strategie | Basics Audit Optimalisatie Doelen Uitvoering Persona’ Planning Content Organisatie Kanalen Best Practices B2B Social Media Marketing @ Marcom 2012 – Amsterdam RAI
  • 43. Best Practices B2B Social Media Marketing @ Marcom 2012 – Amsterdam RAI
  • 44. Best Practices B2B Social Media Marketing @ Marcom 2012 – Amsterdam RAI
  • 45. Contact gegevensE: jos@veldmerk.nlT: www.twitter.com/josveldwijkM: +31 (0)6 18 28 38 65VeldMerk is een advies- en projectbureau gespecialiseerd in Social Media voor(middel)grote organisaties in Business to Business. VeldMerk biedt maatwerkoplossingen op het gebied van strategie, trainingen en implementatie.VeldMerk werkt samen met professionals op aanverwante gebieden zoals OnlineVideo, Websites, Tekst & Design en Zoekmachine optimalisatie. Opdrachtgeversprofiteren van gecombineerde expertise met behoud van één aanspreekpunt. Best Practices B2B Social Media Marketing @ Marcom 2012 – Amsterdam RAI

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