Christopher Hosford Presentation - BDI 3/15/12 B2B Social Communications Leadership Forum

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Christopher Hosford, East Coast Bureau Chief, BtoB

www.bdionline.com

Published in: Business, Technology
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Christopher Hosford Presentation - BDI 3/15/12 B2B Social Communications Leadership Forum

  1. 1. BDISocial Communications Leadership Forum March 15, 2012
  2. 2. Christopher Hosford,East Coast Bureau ChiefBtoB | BtoBonline.com |BtoB’s Media Business
  3. 3. BtoB essential research ‘B2B Social Communications: Insights from the Field’
  4. 4. Favorite sites and forums, Feb. 2012 Source: Experian Hitwise
  5. 5. B2B use of social channels LinkedIn - 72% Facebook – 71% Twitter – 67% YouTube – 48% Blogging – 44% Customer community – 22%
  6. 6. Favorite channel? LinkedIn LinkedIn – 26% Facebook – 20% Blogging – 19% Customer community – 14% Twitter – 13% YouTube – 7%
  7. 7. Best uses by platform? Lead Generation - 57% Branding - 75% Web site traffic-building - 69% Branding - 64% Branding - 72% Customer Feedback - 79%
  8. 8. Forrester Research: U.S. interactivemarketing spend, 2011-2016
  9. 9. Attunity: Quick Case Study Integrating social media with other marketing exigencies
  10. 10. Attunity: December 2011  Fairly Solid:  2 – 3 webinars per month  2 – 3 press releases per month  LinkedIn community – 1300 members  But Challenges Loomed:  Content – too little and IT focused  Website – complex, IT centric
  11. 11. Attunity: Content drives visitors  Whitepapers and eBooks  Augmented team with a contract writer  Six papers written since January 2012 (2/mo)  Each paper drives a 3 – 5 part blog series  New Blog  14 posts since mid-January  Increased from 1 to 2 per week  Consistent post days (Tue and Thu)
  12. 12. Attunity: An integrated approach  Social media  LinkedIn, Twitter, Facebook, YouTube  Website overhaul  Business messaging front and center  Better navigation and taxonomy  Calls to action  Landing pages
  13. 13. Attunity: February 2012Metric Dec 2011 Feb 2012 % ChangeVisitors 14,963 16,403 + 9.62%Unique visitors 12,136 13,067 + 7.67%Page views 32,887 37,933 + 15.34%Pages / visit 2.20 2.31 + 5.00%
  14. 14. Christopher HosfordEast Coast Bureau Chiefchosford@crain.com @cfhosford Thank you!

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