B2B Social Media: Why Do Business Professionals Use Social Media?

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Overview of the key points of why business professionals use social media--and how B2Bs can leverage those reasons to advance their ROI. More info at: www.ck-blog.com

Overview of the key points of why business professionals use social media--and how B2Bs can leverage those reasons to advance their ROI. More info at: www.ck-blog.com

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  • 1. B2BSocial Media Marketing
    Why Do
    Business
    Professionals
    Use
    Social Media?
    Christina “CK” Kerley
    www.CKBlog.com
    ©2010 Christina Kerley/ckEpiphany, Inc.
  • 2. Don’t be fooled:
    “Social”
    Media
    Is
    Business
    Media
  • 3. How Do
    Consumers
    And Professionals Differ In Their
    Use of Social Media?
  • 4. Consumers engage in the
    Social Web to
    enhance their personal lives.
  • 5. But Professionals engage in
    the Social Web to
    advance their livelihoods.
  • 6. Highly Engaged Audience:
    57% of U.S. workers
    use social media for business purposes
    at least once per week.
    Source:  IDC State of Social Business: 2009 Survey Results (Pub. Jan. 2010)
  • 7. Used By Executives
    With Purcha$ing Authority.
    While marketers are the earliest and largest adopters of social media, these tools are now gaining DEEPER penetration into the enterprise with use by EXECUTIVE MANAGERS and IT.
    Source:  IDC State of Social Business: 2009 Survey Results (Pub. Jan. 2010)
  • 8. Social Media =
    Knowledge Advancement.
    The NUMBER ONE reason cited by U.S. workers for using social tools for business purposes was to “acquire knowledge and ask questions from a community”.
    Source:  IDC State of Social Business: 2009 Survey Results (Pub. Jan. 2010)
  • 9. HowDo
    B2B Buyers
    Use
    Social Media In Their Purchasing Process?
  • 10. Today’s B2B Buyers
    59%
    Engaged with peers online who addressed their challenges.
    Followed industry conversations
    on topics.
    48%
    Followed discussions to learn
    more about topics.
    41%
    Source: Inside The Mind of The New B2B Buyer/Feb. 2010
  • 11. Today’s B2B Buyers
    37%
    Posted questions on social networking sites looking for suggestions and feedback.
    Connected directly with potential solution providers via social networking channels.
    20%
    Shared learnings from their research and buying process with others—individual discussions, blog postings, discussion forums and tweets.
    59%
    Source: Inside The Mind of The New B2B Buyer/Feb. 2010
  • 12. WHY
    Do
    Business Professionals
    Use
    Social Media?
  • 13. The answers are found through
    understanding their:
    NEEDS,
    MOTIVATIONS,
    AND
    CHALLENGES.
  • 14. Professionals Must Lower Risk.
    Business professionals buy big-ticket items that not only affect them, but other departments and their overall organizations. And their jobs depend upon these purchasing decisions, and how well they
    spend their budgets.
    Ri
    sk
    How does Social Media Help?
    Professionals use social media to research third-party referrals, recommendations and information (WOM) from fellow professionals—not just company representatives—BEFORE
    making purchases in order to decrease risk to their companies, and themselves.
  • 15. Knowl
    edge
    Professionals Must Increase Their Knowledge.
    In order to keep their jobs, and to find better jobs,
    business professionals must increase their knowledge to stay up-to-date, competitive and relevant.
    How does Social Media Help?
    Through social media tools that enable the free, easy and timely share of information and advice, professionals significantly increase their knowledge and expertise.
  • 16. S
    o
    l
    ut
    i
    o
    n
    s
    Professionals Must Identify Solutions.
    In their jobs, business professionals face many challenges and “pain points”… and must constantly learn new methods and identify solutions to more effectively run their businesses.
    How does Social Media Help?
    Social media tools give professionals a convenient, effective outlet for researching solutions, as well as
    posting their questions and communicating directly
    with others.
  • 17. Network
    ing
    Professionals Must Grow Their Networks.
    In order to advance their careers, professionals
    must grow their contacts and business networks.
    How does Social Media Help?
    Social media tools provide a tremendous vehicle to
    meet, build and develop professional relationships, and dramatically grow
    their business networks.
  • 18. What
    Is The
    BIG
    Action Point
    For
    B2Bs?
    !
  • 19. By developing social-media programs that enable professionals to:
    • Solve their business problems
    • 20. Increase their knowledge and expertise
    • 21. Lower their
    purchasing risk
    • Grow their
    professional networks
  • 22. Provides a powerful incentive for professionals to engage with
    YOUR B2B brand . . .
    and
    advances
    YOUR
    B2B’s
    ROI.
  • 23. Want to
    learn more
    About B2B Social Media
    AND
    B2B Mobile
    Marketing?
  • 24. Many B2Bs relegate social media as a consumer tool—but that mindset is costing them potential revenues, new customer relationships, unparalleled reach and, quite possibly, their relevance.
    This slideshow details the top 10 social media benefits that build a strong business case for B2Bs.
    Click here to view slideshow
  • 25. With 4.6 billion current mobile subscriptions projected to surge to
    6.5 billion mobile connections by 2014, there's no denying it: 
    Mobile has arrived—and it's changing how (and where) professionals communicate with each other, and how (and why) audiences interact with B2B brands.
    Learn the many benefits, business-centric value and rationale of B2B mobile marketing.
    Slideshow can be accessed here.
  • 26. A slideshow featuring links to 20 helpful B2B social media posts, presentations and series to help B2B marketers integrate social media into their marketing mix.
    The information helps B2Bs transition their marketing (and their mindsets!) to the Web 2.0 environment, and improve their rates of social-media success.
    Click here to view slideshow
  • 27. This 10-Step Starter Guide walks B2B marketers through the 10 key steps entailing:
    • WHAT they need to know to get started in mobile marketing.
    • 28. HOW to approach mobile audiences and environments.
    • 29. WHICH tools they can implement to add impact to their existing programs—as well as key questions for assessing mobile ROI.
    Click here to view slideshow
  • 30. CK’s Consultancy
    www.CKB2B.com
    CK’s Blog:
    www.CKBlog.com
    email CK:
    CK@CKB2B.com
    ©2010 Christina Kerley/ckEpiphany, Inc.