The true ROI of social media for B2B #b2bnl

The true ROI of social media Clo Willaerts Amsterdam, 15 March 2011

Business book
Versions:
“ The Conversity Model” / “Het Conversity Model”
ePub, Kindle
Publishers:
Lannoo Campus (BE)
Spectrum (NL)

OBSERVATION CONVERSATION CONVERSION INNOVATION

Objectives B2B online marketers focus on lead generation (38%), retention (34%) and awareness (28%). Source: http://www.emarketer.com/Article.aspx?R=1007546

Lead generation: Shipserv whitepapers

Lead generation: Slideshare

Branding & awareness

Social media mix
LinkedIn has been the most popular social media platform for B2B, thanks to its professional focus
Source: http://www.emarketer.com/Article.aspx?R=1008243

LinkedIn & B2B

B2B vs B2B

Social media mix: Cisco

Social media mix: Getronics & FITagency

B2B customer communities

Private B2B communities

Why so serious?

More from Kinaxis

Conversation starters: AR experiments
Asia’s IT Service Provider Datacraft tried augmented reality solutions for their marketing
Source: http://www.b2bento.com/2011/02/augmented-reality-in-b2b-marketing-%E2%80%93-a-case-study/

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/

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

Social Media are changing the way we live our lives and do business

“ Being open should not be a mantra or philosophy, but a considered, rigorous approach to strategy and leadership that yields real results ."
Innovation vs openness

Innovation vs IT
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 ."

Innovation vs customer care
“ To succeed with empowered customers, you must empower your employees to solve customer problems .”

Every employee is first line
“ 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 .”
March 2010 Altimeter report
More here: http://www.slideshare.net/bnox/roi-of-social-media

Innovation vs recruiting

Innovation vs CRM

Innovation vs Sales
“ 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.”
(“ The New Handshake”, by Joan C. Curtis, Barbara Giamanco 2010)

Questions? @bnox [email_address]

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The true ROI of social media for B2B #b2bnl

by Clo Willaerts on Mar 16, 2011

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