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

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B2B digital_social_media_research_buyer_behaviour

  1. 1. Joel Harrison John Bottom Editor Head of Content & Communications B2B Marketing Base One Group
  2. 2. Changing times, changingchannels: B2B marketingin the digital ageJohn Bottom, Base One
  3. 3. Research can bea little boringsometimes...
  4. 4. ...but it helps usto see what workswith real people.
  5. 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. 6. Social Media Benchmark Survey
  7. 7. Are you using social media? Source: B2B Marketing/Base 2011
  8. 8. Do you have a social mediastrategy? Source: B2B Marketing/Base 2011
  9. 9. How do you decide on a socialmedia strategy? Source: B2B Marketing/Base 2011
  10. 10. How do you prove ROI? Source: B2B Marketing/Base 2011
  11. 11. We’re doing all the easy thingsWe’re skimming the surface
  12. 12. We’re doing all the easy thingsWe’re skimming the surfaceIf you want a competitiveadvantage, the opportunity isthere NOW
  13. 13. How is social media being used? Source: B2B Marketing/Base 2011
  14. 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. 15. How is social media being used? Source: B2B Marketing/Base 2011
  16. 16. Community PlatformJuniper J-Central
  17. 17. Community PlatformJuniper J-Central
  18. 18. Community PlatformJuniper J-Central
  19. 19. How is social media being used? Source: B2B Marketing/Base 2011
  20. 20. Real life: the tumbleweed effect
  21. 21. Real life: the nightclub theory
  22. 22. How will marketers’ view ofchannels change? Source: B2B Marketing/Base 2011
  23. 23. How will marketers’ view ofchannels change? Source: B2B Marketing/Base 2011
  24. 24. How do you compare on Twitter? Source: B2B Marketing/Base 2011
  25. 25. You are notJustin Bieber
  26. 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. 27. You are a B2BbrandMeasure interestand investment oftime:downloadscommentsshares
  28. 28. What are the biggest challenges? Source: B2B Marketing/ Base 2011
  29. 29. Seeking approval
  30. 30. Seeking approvalBase it on customerShow planSmall steps/risksWhat if you don’t?
  31. 31. What are the biggest challenges? Source: B2B Marketing/ Base 2011
  32. 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. 33. What are the biggest challenges? Source: B2B Marketing/Base 2011
  34. 34. The Buyersphere Report 2011
  35. 35. >1,000 business buyersPurchase over £20,000 Behaviour directly linked to purchase
  36. 36. How do buyers informtheir purchases?
  37. 37. Which information channelsdo B2B buyers use? Source: B2B Marketing/ Base 2011
  38. 38. Which information channelsdo B2B buyers use? Source: B2B Marketing/ Base 2011
  39. 39. Which information channelsdo B2B buyers use? Source: B2B Marketing/ Base 2011
  40. 40. The Generation Gap FB BLOGS 18% 15% FB BLOGS 7% 5% under 30s over 30s Source: B2B Marketing/ Base 2011
  41. 41. A growing thirst for information Source: B2B Marketing/ Base 2011
  42. 42. A growing thirst for information
  43. 43. A growing thirst for informationSocial media is coming,but slowlySeparate “content” from “socialmedia”Use your website to the full
  44. 44. What are the biggest challenges? Source: B2B Marketing/Base 2011
  45. 45. The time/resource issue
  46. 46. The time/resource issueCentralised contentStructured planHire contentcreatorsAudit yourexpertise
  47. 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. 48. A growing thirst for information Source: B2B Marketing/ Base 2011
  49. 49. The changing world of live events Source: B2B Marketing/ Base 2011
  50. 50. Think hardabout the way you use live events
  51. 51. Influence v usage
  52. 52. Influence v usage
  53. 53. Influence v usage
  54. 54. The data capture debate Source: B2B Marketing/Base 2011
  55. 55. More than halfof buyers reallydon’t want totalk aboutthemselves... Lead gen v brand build
  56. 56. How do users share data? Source: B2B Marketing/Base 2011
  57. 57. Sharinginformation
  58. 58. SharinginformationDon’t forgetintranetsOr emailThink aboutformatting
  59. 59. Attitudes towards social media
  60. 60. Love social Hate socialmedia? media?
  61. 61. Social mediais here. Dealwith it.
  62. 62. ConclusionsSocial media is not the answer. It is a new option.
  63. 63. ConclusionsSocial media has not made your life easier.It has made it more complicated.
  64. 64. ConclusionsThirst for information, but this does not necessarily meancurrent high use of social media among buyers
  65. 65. Constructive advice? Separate content from socialmedia: one supports the other.But they are not the same thing.
  66. 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. 67. Constructive advice? Assess audience, messages, resources.Only then choose the channels in line with your capacity/goals
  68. 68. Constructive advice?Don’t get left behind.
  69. 69. Constructive advice?Don’t get left behind. Don’t over-commit.
  70. 70. Constructive advice? Don’t get left behind. Don’t over-commit.Don’t listen to Justin Bieber
  71. 71. Q A Type question here Joel Harrison John Bottom Editor Head of Content & Communications B2B Marketing Base One Group
  72. 72. great Reasonsto fill out the exit survey
  73. 73. 3 great Reasons to fill out the exit surveyReason 1You can request the FREE report summaries
  74. 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. 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. 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. 77. This webinar was brought to you by TRY IT FREE Complete the exit survey or email UK@citrixonline.com
  78. 78. How’d we do?Fill out the survey that opens after you leave the webinar.

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