Your SlideShare is downloading. ×
0
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Social Media for B2B
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Social Media for B2B

918

Published on

How and why B2B companies should engage in social media, with a bunch of case studies.

How and why B2B companies should engage in social media, with a bunch of case studies.

Published in: Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
918
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
33
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Use same keywords tool
  • Use same keywords tool
  • North America business owners This the how slide
  • No different then B2C motivations are the same… more emphasis on Reputation/Authority This is the why
  • Still imature, web traffic is the easiest metric but not the most useful… all brands want to measure revenue
  • Guys is having more fun then everyone else
  • Regardless of if you are B2B / B2C, you gotta be listening… before you contribute, you should try
  • Regardless of if you are B2B / B2C, you gotta be listening… before you contribute, you should try
  • Use same keywords tool
  • sentiment
  • Regardless of if you are B2B / B2C, you gotta be listening… before you contribute, you should try to identify the
  • More expensive tools provide more analysis in determining importance of mentions, sentiment and trends If you’re dell you can’t listen to the 50k mentions daily
  • If you’re dell you can’t listen to the 50k mentions daily
  • More expensive tools provide more analysis in determining importance of mentions, sentiment and trends
  • More expensive tools provide more analysis in determining importance of mentions, sentiment and trends
  • Webchutney – Indian digital outlook report
  • More expensive tools provide more analysis in determining importance of mentions, sentiment and trends
  • More expensive tools provide more analysis in determining importance of mentions, sentiment and trends
  • More expensive tools provide more analysis in determining importance of mentions, sentiment and trends
  • Crazy targeted No one’s gonna join Sandeep’s Rug Shop fan page… come up with soemthing wider then your audience
  • More expensive tools provide more analysis in determining importance of mentions, sentiment and trends
  • Human interest Talking to people
  • Capturing leads
  • Amex Open forum Poll quizzes Slight branding Why do they do this?
  • Amex Open forum Poll quizzes Slight branding Why do they do this?
  • Gaurav Mishra – use branded communities to ignight passion, use Twitter/FB to scale
  • More expensive tools provide more analysis in determining importance of mentions, sentiment and trends
  • Branded pages , Leadsher
  • Basically an RFP, even if you don’t recommend yourself give a good answer, this guy will remember you in the future, other peple with similar problems will find your answers… does the best answer thing help? Maybe…
  • Crazy targeted No one’s gonna join Sandeep’s Rug Shop fan page… come up with soemthing wider then your audience
  • Basically an RFP, even if you don’t recommend yourself give a good answer, this guy will remember you in the future, other peple with similar problems will find your answers… does the best answer thing help? Maybe…
  • More expensive tools provide more analysis in determining importance of mentions, sentiment and trends
  • Best hotel in mumbai Should I go to business school What kind of camera should I buy What do I get my girlfriend for valentines day
  • What camera should I but
  • What camera should I but
  • What camera should I but
  • Regardless of if you are B2B / B2C, you gotta be listening… before you contribute, you should try
  • No different then B2C motivations are the same… more emphasis on Reputation/Authority
  • No different then B2C motivations are the same… more emphasis on Reputation/Authority
  • Transcript

    • 1. B2B Social Media Usage Amit Klein Jan ‘10
    • 2. Group Discussion: Social Media is more effective for B2C then B2B companies
    • 3. B2B vs. B2C
      • Longer sales cycles
      • Multiple people involved in decision making
      • Longer / stronger relationships
      • Fewer customers
      • More $$$
    • 4. Grasshopper.com - Awareness
    • 5. Grasshopper – Generating Awareness
      • Provides phone services for small business
      • Targeted 5,000 influential business leaders, bloggers, politicians
      • Sent each a package with chocolate covered grasshoppers and a link to a video
    • 6.  
    • 7.  
    • 8.  
    • 9. Grasshopper - Effects
    • 10. Cree Lighting – Leads
    • 11.  
    • 12. Cree – Generating Leads
    • 13. Cree – Generating Leads
    • 14. B2B By the Numbers
    • 15. Maintained company-related profiles on social networks: B2B: 81% B2C: 67% Participate in Twitter: B2B: 75% B2C: 49% Host blog: B2B: 74% B2C: 55% Monitor brand mentions: B2B: 73% B2C: 55% Engage in discussions: B2B: 66% B2C: 43% Participate in Q&A sites such as Yahoo Answers, LinkedIn, forums: B2B: 59% B2C: 44% Upload content (social objects) to Social Networks: B2B: 50% B2C: 32% Manage a community dedicated to customers or prospects: B2B: 49% B2C: 51% Monitor/support user ratings and reviews: B2B: 49% B2C: 51% Produce Webinars or podcasts: B2B: 46% B2C: 22% Source: business.com
    • 16. Why engage in Social Media?
      • Use social media to:
      • Improve Reputation / Authority
      • Increase Brand Awareness / Reach
      • Build Relationships / Engagement
      • While achieving business objectives:
      • Sales
      • Advertising
      • PR
      • Customer Service
      • Market Research
      • HR
      • Communication / Collaboration
    • 17.  
    • 18.  
    • 19. Agenda
      • How to Listen
      • Creating content
      • Becoming an authority
      • The future
      • First steps
    • 20. Listening
    • 21. What should you listen to?
      • From Radian6:
      • Who’s talking about us and what are they saying?
      • Is our brand being reflected on the web the way we’d like it to be?
      • Are we keeping up with and aware of our competition?
      • Who are the influential voices in our industry?
      • Where is our community hanging out online?
    • 22. What should you listen to? 1. Your company 2. Your products / names of key people 3. Your competitors 4. Keywords related to your industries
    • 23. What should you listen to? 1. ResellerClub, Reseller Club, R Club, Directi 2. Supersite, Shridhar Luthria, Bhavin Turakhia 3. Tucows, OpenSRS, eNom, GoDaddy, Wild West 4. Domain reseller, bulk hosting, web hosting reseller, bulk domains, wholesale domains, etc…
    • 24. How
      • Free
      • SocialMention, Trendrr, Google Blog Search, Google Alerts, Twitter Search, etc…
      • Paid
      • - Radian6, Visible Technologies,
    • 25.  
    • 26. Listening Tools
      • Free
      • Google Blog Search, Google Alerts, Twitter Search, SocialMention, Trendrr, etc…
      • Paid (cheapish – tens USD/month)
      • - SocialSeek, ViralHeat, Trackle
      • Paid (expensive – hundreds USD/month)
      • - Radian6, Techrigy, Scout Labs, Visible Technologies, SentimentMetrics
    • 27. Listening Tools - SocialMention
    • 28. Listening Tools - Trendrr
    • 29. Listening Tools - Trendrr
    • 30. Listening Tools - Paid
      • Source indexing
      • Real time
      • Segmentation (region, keyword, source)
      • Influencer analysis
      • Workflow
      • Export to CRM
      • Combine with traditional analytics tools
    • 31. Listening Tools – Radian6
    • 32. Listening Tools – ScoutLabs
    • 33. But what if no one’s talking?
    • 34. Create Content
      • Blog Posts
      • Tutorials
      • Presentations
      • White Paper
      • Tweets
      • Ask questions
      • Create groups
      • Branded Communities
    • 35. Razorfish
    • 36. Creating Content
    • 37. Creating Content - Whitepapers
    • 38. Creating Content - Blogs
    • 39. Creating Content - Twitter
    • 40. Creating Content - Video
    • 41. Establishing Authority
      • Appeal to a wider audience then just your customers
      • Become a destination for anyone looking to learn more about your niche/industry
      • No one wants to join Sandeep’s Rug Store fan page, create “I love Persian Rugs” page on FB
      • 70% content about the industry, 30% info about your products
      • Be transparent on who you are, be human, be likable, admit mistakes
      • Leads / sales will follow
    • 42. Tools
      • The tools might change over time. Today you can use these tools to achieve your business objectives:
      • Twitter
      • Facebook
      • Branded Communities
      • Youtube
      • SlideShare
      • LinkedIn
    • 43. Twitter
    • 44. Facebook
    • 45. Branded Communities
    • 46. Branded Communities
    • 47. Group Discussion: What are the pros & cons of using FB/Twitter vs. a branded community
    • 48. Youtube
    • 49. SlideShare
    • 50. LinkedIn - Search
    • 51. LinkedIn - Groups
      • Very targeted
      • Don’t need huge numbers
      • Find out what people are talkin’ about: pain points in industry, competitors, key people, etc…
    • 52. LinkedIn - Questions
    • 53. Purchasing Ads
    • 54. Purchasing ads
      • Targeting based on Demographic / Profile info
      • LinkedIn / FB
    • 55. The Future – Social Search
    • 56. Social Search
      • There are certain searches where Google Fails:
        • Best hotel in Mumbai
        • Should I go to business school?
        • Which DSLR camera should I buy?
    • 57. Social Search
    • 58.  
    • 59. Social Search
      • Moving away from static search
      • More and more the pages we visit on the web are dictated by recommendation
      • Twitter / Aardvark / Google (social) / LinkedIn
      • Conversations & recommendations will play an increasing important role
      • Critical to have conversations around your brand / leave a footprint
    • 60. Conclusion
    • 61.  
    • 62. First Steps
    • 63. First steps all businesses could take
      • Find out where the conversations are happening (forums, blogs, twitter, etc…)
      • Find out who are the biggest influencers
      • Jump in but don’t spread yourself to thin… pick one or two channels
      • Join the conversation, ask questions, retweet, highlight other people
      • Be yourself - inject your own personality
      • Be human, give your real name, bio, photo
    • 64. First steps all businesses could take
      • Have a section on your website, FB, twitter, Greader/Buzz: “Links [company name is reading]”
        • Allow anyone to post
        • Aggregate news from other sites on to your site
        • Give your short opinion / analysis
      • Create a corporate blog
        • Allow anyone in the company to post
        • Discuss what’s going on in your organization (30%), wider industry news (70%)
      • Comment on blogs (leave a footprint)
      • Answer / ask LinkedIn questions
    • 65. Resources
      • socialmediab2b.com
      • briansolis.com
      • business.com
      • blogs.forrester.com
    • 66. Questions?

    ×