B2B digital_social_media_research_buyer_behaviour

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Webcast presentation given in November 2011 in London by John Bottom of Base One in association with B2B Marketing

Webcast presentation given in November 2011 in London by John Bottom of Base One in association with B2B Marketing

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  • 1. Joel Harrison John Bottom Editor Head of Content & Communications B2B Marketing Base One Group
  • 2. Changing times, changingchannels: B2B marketingin the digital ageJohn Bottom, Base One
  • 3. Research can bea little boringsometimes...
  • 4. ...but it helps usto see what workswith real people.
  • 5. Two important surveys:The Social Media Benchmark ReportWe asked 248 B2B marketers how their organisations were using socialmedia in order to engage buyers during the buying cycleThe Buyersphere Report 2011We asked 500 UK B2B buyers how they actually used social mediachannels during the buying cycle
  • 6. Social Media Benchmark Survey
  • 7. Are you using social media? Source: B2B Marketing/Base 2011
  • 8. Do you have a social mediastrategy? Source: B2B Marketing/Base 2011
  • 9. How do you decide on a socialmedia strategy? Source: B2B Marketing/Base 2011
  • 10. How do you prove ROI? Source: B2B Marketing/Base 2011
  • 11. We’re doing all the easy thingsWe’re skimming the surface
  • 12. We’re doing all the easy thingsWe’re skimming the surfaceIf you want a competitiveadvantage, the opportunity isthere NOW
  • 13. How is social media being used? Source: B2B Marketing/Base 2011
  • 14. Poll #1: Twitter usage.What is your main reason for using Twitter?1. To broadcast sales messages/offers2. To broadcast non-sales content3. To engage in two-way conversation4. Just to listen5. We don’t use Twitter Source: B2B Marketing/Base 2011
  • 15. How is social media being used? Source: B2B Marketing/Base 2011
  • 16. Community PlatformJuniper J-Central
  • 17. Community PlatformJuniper J-Central
  • 18. Community PlatformJuniper J-Central
  • 19. How is social media being used? Source: B2B Marketing/Base 2011
  • 20. Real life: the tumbleweed effect
  • 21. Real life: the nightclub theory
  • 22. How will marketers’ view ofchannels change? Source: B2B Marketing/Base 2011
  • 23. How will marketers’ view ofchannels change? Source: B2B Marketing/Base 2011
  • 24. How do you compare on Twitter? Source: B2B Marketing/Base 2011
  • 25. You are notJustin Bieber
  • 26. You are not Justin Bieber 14,595,388 followers Low B2B buying powerLittle influence in decision-making process Source: Justin Bieber and several million teenage girls
  • 27. You are a B2BbrandMeasure interestand investment oftime:downloadscommentsshares
  • 28. What are the biggest challenges? Source: B2B Marketing/ Base 2011
  • 29. Seeking approval
  • 30. Seeking approvalBase it on customerShow planSmall steps/risksWhat if you don’t?
  • 31. What are the biggest challenges? Source: B2B Marketing/ Base 2011
  • 32. Poll# 2: a matter of timeHow long do you spend on social media (planning/research/execution)1. Less than 5% of your time2. Between 5% and 10% of your time3. More than 10% of your time
  • 33. What are the biggest challenges? Source: B2B Marketing/Base 2011
  • 34. The Buyersphere Report 2011
  • 35. >1,000 business buyersPurchase over £20,000 Behaviour directly linked to purchase
  • 36. How do buyers informtheir purchases?
  • 37. Which information channelsdo B2B buyers use? Source: B2B Marketing/ Base 2011
  • 38. Which information channelsdo B2B buyers use? Source: B2B Marketing/ Base 2011
  • 39. Which information channelsdo B2B buyers use? Source: B2B Marketing/ Base 2011
  • 40. The Generation Gap FB BLOGS 18% 15% FB BLOGS 7% 5% under 30s over 30s Source: B2B Marketing/ Base 2011
  • 41. A growing thirst for information Source: B2B Marketing/ Base 2011
  • 42. A growing thirst for information
  • 43. A growing thirst for informationSocial media is coming,but slowlySeparate “content” from “socialmedia”Use your website to the full
  • 44. What are the biggest challenges? Source: B2B Marketing/Base 2011
  • 45. The time/resource issue
  • 46. The time/resource issueCentralised contentStructured planHire contentcreatorsAudit yourexpertise
  • 47. Poll #3: webinars v seminarsWhat percentage of the events that you organise are online?1. We don’t do online events2. Less than 33%3. Between 33 and 66%4. Over 66%
  • 48. A growing thirst for information Source: B2B Marketing/ Base 2011
  • 49. The changing world of live events Source: B2B Marketing/ Base 2011
  • 50. Think hardabout the way you use live events
  • 51. Influence v usage
  • 52. Influence v usage
  • 53. Influence v usage
  • 54. The data capture debate Source: B2B Marketing/Base 2011
  • 55. More than halfof buyers reallydon’t want totalk aboutthemselves... Lead gen v brand build
  • 56. How do users share data? Source: B2B Marketing/Base 2011
  • 57. Sharinginformation
  • 58. SharinginformationDon’t forgetintranetsOr emailThink aboutformatting
  • 59. Attitudes towards social media
  • 60. Love social Hate socialmedia? media?
  • 61. Social mediais here. Dealwith it.
  • 62. ConclusionsSocial media is not the answer. It is a new option.
  • 63. ConclusionsSocial media has not made your life easier.It has made it more complicated.
  • 64. ConclusionsThirst for information, but this does not necessarily meancurrent high use of social media among buyers
  • 65. Constructive advice? Separate content from socialmedia: one supports the other.But they are not the same thing.
  • 66. Constructive advice?Centralise and plan your content. It’s too time-consuming to do otherwise. And if your content is good, you’re halfway there.
  • 67. Constructive advice? Assess audience, messages, resources.Only then choose the channels in line with your capacity/goals
  • 68. Constructive advice?Don’t get left behind.
  • 69. Constructive advice?Don’t get left behind. Don’t over-commit.
  • 70. Constructive advice? Don’t get left behind. Don’t over-commit.Don’t listen to Justin Bieber
  • 71. Q A Type question here Joel Harrison John Bottom Editor Head of Content & Communications B2B Marketing Base One Group
  • 72. great Reasonsto fill out the exit survey
  • 73. 3 great Reasons to fill out the exit surveyReason 1You can request the FREE report summaries
  • 74. 3 great Reasons to fill out the exit surveyReason 1You can request the FREE report summariesReason 2You can request a FREE trial of GoToWebinar
  • 75. 3 great Reasons to fill out the exit surveyReason 1You can request the FREE report summariesReason 2You can request a FREE trial of GoToWebinarReason 3You can request the slides from today’s presentation
  • 76. 3 great Reasons to fill out the exit surveyReason 1You can request the FREE report summariesReason 2You can request a FREE trial of GoToWebinarReason 3You can request the slides from today’s presentation “GoToWebinar offered a range of functions to enable interactive learning that could fully engage participants in an effective and enjoyable experience.” Mike Booth Cable&Wireless Worldwide www.cw.com
  • 77. This webinar was brought to you by TRY IT FREE Complete the exit survey or email UK@citrixonline.com
  • 78. How’d we do?Fill out the survey that opens after you leave the webinar.