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Jos veldwijk best practices social media dml 2012 eng

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  • 1. EnglishBest Practices in VersionB2B Social Media Marketing Best Practices B2B Social Media Marketing
  • 2. Jos Veldwijk 100% Social Media in B2B Entrepreneur & Consultant Twitter: @josveldwijk Mail: jos@veldmerk.nlBest Practices B2B Social Media Marketing
  • 3. Let’s talk about…• Best Practices in B2B• Risks and Keys to Success• Social Strategy Basics Best Practices B2B Social Media Marketing
  • 4. #1 SIDN: Crowd Sourcing Best Practices B2B Social Media Marketing
  • 5. #1 SIDN: Crowd Sourcing Challenges Facts• Input needed for • LI Groep > 200 members software product • Lower costs than regular development R&D program• Just a few experts • Unique access to specific available in The knowlegde Netherlands • Creating new demand Best Practices B2B Social Media Marketing
  • 6. #1 SIDN: Crowd Sourcing Best Practices B2B Social Media Marketing
  • 7. #2 Avaya: Lead Scoring Communication Provider Industries: Education, Financial Services, Healthcare, SMBs Social Media: Twitter, Facebook, YouTube, Linkedin, Flickr, Blog Best Practices B2B Social Media Marketing
  • 8. #2 Avaya: Lead Scoring Challenges Facts• Competitive market • Prospect mentions to• Identify customer needs switch provider • After 19 days new deal closure at $ 250.000  Bottom line: Monitoring and speed gave competitive advantage Best Practices B2B Social Media Marketing
  • 9. #2 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
  • 10. #3 SteelMaster op Facebook Best Practices B2B Social Media Marketing
  • 11. #3 SteelMaster on Facebook Challenges Facts• Can we use Social Media • Twitter for promotion in our business of steel purposes buildings? • Facebook for engagement (photo’s) • Gained new customers from unknown markets Best Practices B2B Social Media Marketing
  • 12. #3 SteelMaster on Facebook Quote request via Facebook Business Page Best Practices B2B Social Media Marketing
  • 13. #3 SteelMaster on Facebook From content to leads Best Practices B2B Social Media Marketing
  • 14. #4 Blog by Louis E. Page Best Practices B2B Social Media Marketing
  • 15. #4 Blog by Louis E. Page Challenges Facts• Show passion for • Facebook, Linkedin, everything about fences Twitter, Flickr and blog• Business growth via • > 1.500 downloads Social Media Marketing • Revenue growth 850% • Bottom line: investing in (blog) content pays off Best Practices B2B Social Media Marketing
  • 16. #4 Blog by Louis E. Page Conversion Best Practices B2B Social Media Marketing
  • 17. #5 Fujitsu: Branding via Slideshare Best Practices B2B Social Media Marketing
  • 18. #5 Fujitsu: Branding via Slideshare Challenges Facts• Fullfill information need • Own branded channel of B2B buyers • > 130 content files i.e.• Gain insights in B2B Cases and Whitepapers buyer preferences • Online lead generation• Integration Corporate • Linkedin, Facebook, ‘LIFEBOOK’ campaign Twitter and Blog Best Practices B2B Social Media Marketing
  • 19. #5 Fujitsu: Branding op Slideshare Best Practices B2B Social Media Marketing
  • 20. #6 John Deere goes All the Way Best Practices B2B Social Media Marketing
  • 21. #6 John Deere goes All the Way Challenges Facts• Strengthen customers • > 4.000 subscribers for brand loyalty YouTube channel• Creating content • > 1 million Fans on• First Mover Advantage Facebook • > 24.000 Followers on Linkedin • > 17.000 Followers op Twitter Best Practices B2B Social Media Marketing
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  • 29. #7 Kinaxis: Business Blog Best Practices B2B Social Media Marketing
  • 30. #7 Kinaxis: Business Blog Challenges Facts• Thought Leadership • Blog since 2005• Online community • 15 employee bloggers • Community > 6.000 members • Twitter, RSS, E-Mail, Linkedin and Video • > 42.000 leads Best Practices B2B Social Media Marketing
  • 31. Best Practices B2B Social Media Marketing
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  • 36. #8 Colt & Lead Generation Best Practices B2B Social Media Marketing
  • 37. #8 Colt & Lead Generation Challenges Facts• Less effect by traditional • Building industry marketing • 350 employees• Positioning as Thought • Locations > 75 landen Leader • More website traffic• More and better leads • Within 9 months 82 from Marketing leads via Social Media Best Practices B2B Social Media Marketing
  • 38. #8 Colt & Lead Generation • Blog • White Papers • LinkedIn • Twitter • Facebook • YouTube • Flickr • SlideShare Best Practices B2B Social Media Marketing
  • 39. #8 Colt & Lead Generation Best Practices B2B Social Media Marketing
  • 40. #7 Colt & Lead Generation Best Practices B2B Social Media Marketing
  • 41. #7 Colt & Lead Generation 82 Leads via Social Media Best Practices B2B Social Media Marketing
  • 42. Why Social Projects Fail• Lack of Strategy• Low response speed• Lack of customer Insights• Focus on short term• Legal department hinders project• Wrong expectations• Comparison with traditional marketing• Dealing with negative feedback• Lessons learned never shared Best Practices B2B Social Media Marketing
  • 43. Keys to Success Fully integrated into Marketing and Innovation Use at least 5 Social channels (not just a few) Dedicated team has focus on Social Media Company culture about dialoque and participation Best Practices B2B Social Media Marketing
  • 44. Social Strategy Basics Audit Optimization GoalsExecution Persona’s Planning Content Organization Channels Best Practices B2B Social Media Marketing
  • 45. Best Practices B2B Social Media Marketing
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  • 47. Get in touchE: jos@veldmerk.nlT: www.twitter.com/josveldwijkM: +31 (0)6 18 28 38 65VeldMerk is a Dutch consultancy company 100% dedicated to Social Media formedium and large seized companies in Business to Business. VeldMerk offersspecific services in Strategy, Training and Project Management.VeldMerk closely ooperates with professionals for supplemental services such asOnline Video, Websites, Text & Design and SEO. Clients from several industriesleverage our expertise suiting their needs and possibilities. Best Practices B2B Social Media Marketing