How to reach business decision makers with social media24/06/2013Miel Van Opstal – miel.vanopstal@cleverwood.be – +32 472 ...
Summary of the story Social Media Today• Where are we, what counts, who’s using it? What matters for B2B?• Benefits, str...
The connected human3
The social landscape4
Users (potential reach)5
Population6
Population7
Population8
One, two, three strategiesContent strategyConversation strategyConversion strategyE-mail marketing strategy9
TOP REASONS FOR B2B TO LOOK AT SOCIAL MEDIAIMG SOURCE:http://media-cache-ec4.pinimg.com/originals/69/bc/18/69bc18532a65239...
TOP REASONS FOR B2B TO LOOK AT SOCIAL MEDIAIMG SOURCE:http://media-cache-ec4.pinimg.com/originals/69/bc/18/69bc18532a65239...
OBJECTIVES OF SOCIAL MEDIA USEIMG SOURCE:http://media-cache-ec4.pinimg.com/originals/69/bc/18/69bc18532a652395babaaca2d31d...
Buying process completionIn a recent study, CEB’s MarketingLeadership Council and Google found that57% of the buying proce...
Engagement levels14
How to organize social media?15
Importance of mobile content1664%of decision-makersread their emailvia mobile devices.http://www.toprankblog.com/2012/10/b...
Origin of web traffic17Time spent online. (comScore, Dec. 2012)
Social media influences behaviour18
Good examples: AmEx Open Forum19https://www.openforum.com/
Good Examples: Geeks On A Plane20http://geeksonaplane.com/By:AmazonGoogleQualcommMSFT BizsparkPayPal
Good Examples: Intel Museum of Me21http://www.intel.com/museumofme/l/index.htm
Good Examples: LinkedIn DocuSign22http://www.marketingsherpa.com/article/case-study/b2b-linkedin-webinar-strategy
Good examples: IBM Social Business23http://www.ibm.com/social-business/us/en/
Good examples: Maersk Line24https://www.facebook.com/MaerskLine
ConclusionAs a brand, you need to delivermeaningful contentat the right time, in the right placeto your audience;to engage...
Painful truth26http://www.marketingtechblog.com/mobile-appeal/
27Questions?
Thank you !28Miel Van OpstalSenior Consultant – Digital, Social and MobileDirect: +32 2 888 79 34Mobile: +32 472 675 692Mi...
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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 practices.

Created for Microsoft's Community Lync Meeting

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

Published in: Business, News & Politics
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Transcript of "How to reach business decision makers with social media?"

  1. 1. How to reach business decision makers with social media24/06/2013Miel Van Opstal – miel.vanopstal@cleverwood.be – +32 472 675 692
  2. 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. 3. The connected human3
  4. 4. The social landscape4
  5. 5. Users (potential reach)5
  6. 6. Population6
  7. 7. Population7
  8. 8. Population8
  9. 9. One, two, three strategiesContent strategyConversation strategyConversion strategyE-mail marketing strategy9
  10. 10. TOP REASONS FOR B2B TO LOOK AT SOCIAL MEDIAIMG SOURCE:http://media-cache-ec4.pinimg.com/originals/69/bc/18/69bc18532a652395babaaca2d31dd214.jpg
  11. 11. TOP REASONS FOR B2B TO LOOK AT SOCIAL MEDIAIMG SOURCE:http://media-cache-ec4.pinimg.com/originals/69/bc/18/69bc18532a652395babaaca2d31dd214.jpg
  12. 12. OBJECTIVES OF SOCIAL MEDIA USEIMG SOURCE:http://media-cache-ec4.pinimg.com/originals/69/bc/18/69bc18532a652395babaaca2d31dd214.jpg
  13. 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. 14. Engagement levels14
  15. 15. How to organize social media?15
  16. 16. Importance of mobile content1664%of decision-makersread their emailvia mobile devices.http://www.toprankblog.com/2012/10/b2b-lead-generation-manifesto-infographic/
  17. 17. Origin of web traffic17Time spent online. (comScore, Dec. 2012)
  18. 18. Social media influences behaviour18
  19. 19. Good examples: AmEx Open Forum19https://www.openforum.com/
  20. 20. Good Examples: Geeks On A Plane20http://geeksonaplane.com/By:AmazonGoogleQualcommMSFT BizsparkPayPal
  21. 21. Good Examples: Intel Museum of Me21http://www.intel.com/museumofme/l/index.htm
  22. 22. Good Examples: LinkedIn DocuSign22http://www.marketingsherpa.com/article/case-study/b2b-linkedin-webinar-strategy
  23. 23. Good examples: IBM Social Business23http://www.ibm.com/social-business/us/en/
  24. 24. Good examples: Maersk Line24https://www.facebook.com/MaerskLine
  25. 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. 26. Painful truth26http://www.marketingtechblog.com/mobile-appeal/
  27. 27. 27Questions?
  28. 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
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