How to reach business decision makers with social media?

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Presentation slide deck of a talk about how B2B marketing should be done on social media, where everything fits in the different strategies and what the future will bring. Includes a top 5 of best …

Presentation slide deck of a talk about how B2B marketing should be done on social media, where everything fits in the different strategies and what the future will bring. Includes a top 5 of best practices.

Created for Microsoft's Community Lync Meeting

Find the audio recording here:
https://soundcloud.com/coolz0r/microsoft-cleverwood-wavelab

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  • 1. How to reach business decision makers with social media24/06/2013Miel Van Opstal – miel.vanopstal@cleverwood.be – +32 472 675 692
  • 2. Summary of the story Social Media Today• Where are we, what counts, who’s using it? What matters for B2B?• Benefits, strategies, function and context Social Media Tomorrow• What to expect, how to prepare?2
  • 3. The connected human3
  • 4. The social landscape4
  • 5. Users (potential reach)5
  • 6. Population6
  • 7. Population7
  • 8. Population8
  • 9. One, two, three strategiesContent strategyConversation strategyConversion strategyE-mail marketing strategy9
  • 10. TOP REASONS FOR B2B TO LOOK AT SOCIAL MEDIAIMG SOURCE:http://media-cache-ec4.pinimg.com/originals/69/bc/18/69bc18532a652395babaaca2d31dd214.jpg
  • 11. TOP REASONS FOR B2B TO LOOK AT SOCIAL MEDIAIMG SOURCE:http://media-cache-ec4.pinimg.com/originals/69/bc/18/69bc18532a652395babaaca2d31dd214.jpg
  • 12. OBJECTIVES OF SOCIAL MEDIA USEIMG SOURCE:http://media-cache-ec4.pinimg.com/originals/69/bc/18/69bc18532a652395babaaca2d31dd214.jpg
  • 13. Buying process completionIn a recent study, CEB’s MarketingLeadership Council and Google found that57% of the buying process is completebefore a B2B buyer ever contacts asalesperson.(source: http://www.executiveboard.com/exbd-resources/content/digital-evolution/pdf/Digital-Evolution-in-B2B-Marketing.pdf)13
  • 14. Engagement levels14
  • 15. How to organize social media?15
  • 16. Importance of mobile content1664%of decision-makersread their emailvia mobile devices.http://www.toprankblog.com/2012/10/b2b-lead-generation-manifesto-infographic/
  • 17. Origin of web traffic17Time spent online. (comScore, Dec. 2012)
  • 18. Social media influences behaviour18
  • 19. Good examples: AmEx Open Forum19https://www.openforum.com/
  • 20. Good Examples: Geeks On A Plane20http://geeksonaplane.com/By:AmazonGoogleQualcommMSFT BizsparkPayPal
  • 21. Good Examples: Intel Museum of Me21http://www.intel.com/museumofme/l/index.htm
  • 22. Good Examples: LinkedIn DocuSign22http://www.marketingsherpa.com/article/case-study/b2b-linkedin-webinar-strategy
  • 23. Good examples: IBM Social Business23http://www.ibm.com/social-business/us/en/
  • 24. Good examples: Maersk Line24https://www.facebook.com/MaerskLine
  • 25. ConclusionAs a brand, you need to delivermeaningful contentat the right time, in the right placeto your audience;to engage with them and contributeto their daily livesin order to claim a signification positionin their minds and heartsand to be able to talk abouta solid consumer relationship.25
  • 26. Painful truth26http://www.marketingtechblog.com/mobile-appeal/
  • 27. 27Questions?
  • 28. Thank you !28Miel Van OpstalSenior Consultant – Digital, Social and MobileDirect: +32 2 888 79 34Mobile: +32 472 675 692Miel.vanopstal@cleverwood.be@coolz0rCleverwood – Rue des Pères Blancs, 4 –1040 Brussels – Belgiumwww.cleverwood.be