The true ROI of social media Clo Willaerts Amsterdam, 15 March 2011
 
Business book <ul><li>Versions: </li></ul><ul><li>“ The Conversity Model” / “Het Conversity Model” </li></ul><ul><li>ePub,...
OBSERVATION CONVERSATION CONVERSION INNOVATION
OBSERVATION CONVERSATION CONVERSION INNOVATION
Objectives B2B online marketers focus on  lead generation  (38%),  retention  (34%) and  awareness  (28%). Source:  http:/...
Lead generation: Shipserv whitepapers
Lead generation: Slideshare
Branding & awareness
Social media mix <ul><li>LinkedIn has been the most popular social media platform for B2B, thanks to its professional focu...
LinkedIn & B2B
B2B vs B2B
Social media mix: Cisco
Social media mix:  Getronics & FITagency
OBSERVATION CONVERSATION CONVERSION INNOVATION
B2B customer communities
B2B customer communities
Private B2B  communities
Private B2B  communities
Why so serious?
More from Kinaxis
More from Kinaxis
Conversation starters: AR experiments <ul><li>Asia’s IT Service Provider Datacraft tried   augmented reality solutions  fo...
OBSERVATION CONVERSATION CONVERSION INNOVATION
 
Pre-purchase evaluation: information over 90% of B2B buyers are using social media to  research  and  execute  purchases. ...
Pre-purchase evaluation: opinions B2B buyers are heavily influenced by  third-party feedback  in their purchasing decision...
OBSERVATION CONVERSATION CONVERSION INNOVATION
Social Media are changing the way we live our lives and do business
<ul><li>“ Being open  should not be a mantra or philosophy, but a considered, rigorous approach to strategy and leadership...
Innovation vs IT  <ul><li>It means your staff are going to be coming up with solutions on their own. [...] The technology ...
Innovation vs customer care  <ul><li>“ To succeed with empowered customers, you must empower your employees to  solve cust...
Every employee is first line <ul><li>“ Companies are  unable to scale  to keep up with the social phenomenon.  We know tha...
Innovation vs recruiting
Innovation vs CRM
Innovation vs CRM
Innovation vs Sales <ul><li>“ Cold calling  [...] will become less prominent. Rather than pick up the telephone and call s...
Questions? @bnox [email_address]
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The true ROI of social media for B2B #b2bnl

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My slides for B2B Marketing Forum 2011 in Amsterdam.
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Your company’s efforts in social media inevitably cost time, money, and resources. But how do you measure success? And how can you avoid that social media becomes nothing more than a cost center? Don’t worry: even though social media metrics tend to be, as Jim Sterne wrote, “a little fuzzy”, it is still possible to define clear, measurable objectives and KPIs that link directly to your business targets. Clo’s presentation concludes with proven tactics that add true value to the conversation – even if you’re in B2B.

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  • + data security, intellectual property sharing
  • + average time of resolution, customer satisfaction index
  • candidate sourcing, cost per hire
  • candidate sourcing, cost per hire
  • candidate sourcing, cost per hire
  • The true ROI of social media for B2B #b2bnl

    1. 1. The true ROI of social media Clo Willaerts Amsterdam, 15 March 2011
    2. 3. Business book <ul><li>Versions: </li></ul><ul><li>“ The Conversity Model” / “Het Conversity Model” </li></ul><ul><li>ePub, Kindle </li></ul><ul><li>Publishers: </li></ul><ul><li>Lannoo Campus (BE) </li></ul><ul><li>Spectrum (NL) </li></ul>
    3. 4. OBSERVATION CONVERSATION CONVERSION INNOVATION
    4. 5. OBSERVATION CONVERSATION CONVERSION INNOVATION
    5. 6. Objectives B2B online marketers focus on lead generation (38%), retention (34%) and awareness (28%). Source: http://www.emarketer.com/Article.aspx?R=1007546
    6. 7. Lead generation: Shipserv whitepapers
    7. 8. Lead generation: Slideshare
    8. 9. Branding & awareness
    9. 10. Social media mix <ul><li>LinkedIn has been the most popular social media platform for B2B, thanks to its professional focus </li></ul><ul><li>Source: http://www.emarketer.com/Article.aspx?R=1008243 </li></ul>
    10. 11. LinkedIn & B2B
    11. 12. B2B vs B2B
    12. 13. Social media mix: Cisco
    13. 14. Social media mix: Getronics & FITagency
    14. 15. OBSERVATION CONVERSATION CONVERSION INNOVATION
    15. 16. B2B customer communities
    16. 17. B2B customer communities
    17. 18. Private B2B communities
    18. 19. Private B2B communities
    19. 20. Why so serious?
    20. 21. More from Kinaxis
    21. 22. More from Kinaxis
    22. 23. Conversation starters: AR experiments <ul><li>Asia’s IT Service Provider Datacraft tried augmented reality solutions for their marketing </li></ul><ul><li>Source: http://www.b2bento.com/2011/02/augmented-reality-in-b2b-marketing-%E2%80%93-a-case-study/ </li></ul>
    23. 24. OBSERVATION CONVERSATION CONVERSION INNOVATION
    24. 26. Pre-purchase evaluation: information over 90% of B2B buyers are using social media to research and execute purchases. Source: http://www.b2bento.com/2010/01/social-media-for-b2b-marketing-free-whitepaper/
    25. 27. Pre-purchase evaluation: opinions B2B buyers are heavily influenced by third-party feedback in their purchasing decisions—both to identify solutions and to limit risk to their organizations. Source: http://www.slideshare.net/ckEpiphany/b2-b-social-media-business-case-ck-0909
    26. 28. OBSERVATION CONVERSATION CONVERSION INNOVATION
    27. 29. Social Media are changing the way we live our lives and do business
    28. 30. <ul><li>“ Being open should not be a mantra or philosophy, but a considered, rigorous approach to strategy and leadership that yields real results .&quot; </li></ul>Innovation vs openness
    29. 31. Innovation vs IT <ul><li>It means your staff are going to be coming up with solutions on their own. [...] The technology doesn’t come from the information technology department; IT’s new job is to support and encourage employees .&quot; </li></ul>
    30. 32. Innovation vs customer care <ul><li>“ To succeed with empowered customers, you must empower your employees to solve customer problems .” </li></ul>
    31. 33. Every employee is first line <ul><li>“ Companies are unable to scale to keep up with the social phenomenon. We know that customers are using these social technologies to share their voices, and companies are having a very difficult time to keep up. [...] Customers don’t care what department you’re in they just want their problem fixed .” </li></ul><ul><li>March 2010 Altimeter report </li></ul><ul><li>More here: http://www.slideshare.net/bnox/roi-of-social-media </li></ul>
    32. 34. Innovation vs recruiting
    33. 35. Innovation vs CRM
    34. 36. Innovation vs CRM
    35. 37. Innovation vs Sales <ul><li>“ Cold calling [...] will become less prominent. Rather than pick up the telephone and call someone we have never contacted, we will pick up the telephone and call someone with whom we have had an established relationship via Twitter or Linkedln.” </li></ul><ul><li>(“ The New Handshake”, by Joan C. Curtis, Barbara Giamanco 2010) </li></ul>
    36. 38. Questions? @bnox [email_address]
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