WELCOMESOCIAL MEDIA FOR B2B
introducing top floor               creating the hub of your marketing efforts15 years experience in digital marketingFull...
YOUR WEBSITE AS A MARKETING PORTAL
what is social media?                                    some definitions             SOCIAL                              ...
what is social media?                      some definitions                      SOCIAL MEDIAA set of technologies being u...
digital marketing trends & what we’ve been doing   the top 10 most effective B2B marketing channels
what is social media?                              channels and tactics         CHANNELS                                  ...
what is social media?                          channels and tacticsSocial Networks - focus on building online communities ...
what is social media?                             channels and tacticsSyndication - formats used to publish frequently upd...
what is social media?                            channels and tacticsWikis - a series of web pages that allow user contrib...
what is social media?                          channels and tacticsRich Media Sharing - video, photo and audio sharing sit...
what is social media?                            channels and tacticsMashups - combinations of social channels or informat...
facebook                                   the big three•   Facebook page with timeline posts feed to those that have like...
facebook                        key metrics•   Likes•   Posts•   Reposts (shares)•   People are talking about this•   Enga...
twitterthe big three
twitter                                the big three• Twitter is the water cooler for B2B marketers: It’s a vibrantcommuni...
twitter                       tips for following and being followed• Identify Twitter accounts that will be relevant and i...
twitter                          tips for following and being followed• Find people to follow by importing your contact da...
twitter                          tips for following and being followed• Use Twitter to promote and support events• Use @ t...
twitter                          key metrics• Followers• Mentions• Retweets• Retweet/reply reach• Number of lists• Social ...
linked in                            content is king here• Create a robust company profile aimed at your targetdemographic...
linked in                                content is king here• Linked In provides many opportunities to populate content a...
linked in                         key metrics•   Followers•   Referring Traffic•   References•   Group Members•   Discussi...
comparing b2b with b2cBoth want to drive brand awareness, build online traffic and connect with currentand potential custo...
everyone has statisticsSocial is now the preferred method of engagement across allsegments and generations:     Facebook: ...
everyone has statisticsSocial is now the preferred media of users, far exceedingtelevision.Social is the leading source of...
MOBILE DEVELOPMENT
MOBILE DEVELOPMENT
everyone has statistics•70% of online adults say they use Facebook•16% of online adults say they use Twitter•20% of online...
everyone has statistics• 93% of B2B marketers use social marketing to market theirbusiness• 85% of marketers reported that...
COMPOUND ANNUAL GROWTH OF B2B SPENDING
everyone has statistics
SOURCE OF Traffic FOR B2B WEBSITES
SOURCE OF LEADS FOR B2B WEBSITES
SOCIAL MEDIA SITES THAT ARE SOURCES OF visits                 TO WEBSITETwitterFacebook           Linked In
SOCIAL MEDIA SITES THAT ARE SOURCES OF              LEADS TO WEBSITETwitter      Facebook      Linked In
COMPARING VISITS TO LEADS FROM SOCIAL MEDIA Facebook        Linked In        Twitter
social has changed B2b marketing70 percent of the buying process in a complex sale is alreadycomplete before clients are w...
social has changed B2b marketingSocial media has changed customers’ expectations of responsetimes. But as we have moved to...
social has changed B2b marketingSocial media has changed negative and positive impact to thebrand and the speed at which t...
Frequently asked questions• What can we do on Facebook?• Should we use Twitter?• What platforms can I use to spread conten...
Frequently asked questions                           the right questions• How do we increase sales and market share?• How ...
relationshipsCUSTOMER                                 EMPLOYEE    S Marketing                              S         Sales...
marketing                     business value affected by social media•   Market intelligence•   Identifying market trends•...
Public relations                    business value affected by social media•   Monitoring & Engaging•   Online reputation ...
customer support                   business value affected by social media• Consistent support• Reduce incoming support ca...
sales                       business value affected by social media•   Create awareness of the brand•   Lead generation•  ...
product development                     business value affected by social media•   Align innovation with market demand•   ...
human resources                    business value affected by social media•   Employee acquisition - finding talent•   Les...
measurement                      measuring the effect of social media efforts• Referral traffic back to a brand’s website ...
measurement                    measuring the effect of social media efforts•   Radian 6 (salesforce)•   Adobe Sitecatalys ...
SOURCE OF LEADS FOR B2B WEBSITES
INCREASING TRAFFIC AND CONVERSION            social media
INCREASING CONVERSION                    effects on the bottom line    Budget                 1,000,000             1,000,...
THANK YOUSOCIAL MEDIA FOR B2B
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Social Media for B2B Marketing

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  • What’s beyond? Building a great website provides you with the most valuable marketing measurement tool available. Makes up to date information available to both users and the company.
  • Google statistics
  • EdgeRank is Facebook's algorithm that personalizes users’ newsfeeds and inserts posts it thinks will interest them. In very simplified terms, if users (or their friends) are interacting with your company/brand on a fairly frequent basis, you show up; if not, you get dropped. Unique, vibrant, and interesting photos and videos • Offers (still in beta) • Exclusive events or news • Questions
  • EdgeRank is Facebook's algorithm that personalizes users’ newsfeeds and inserts posts it thinks will interest them. In very simplified terms, if users (or their friends) are interacting with your company/brand on a fairly frequent basis, you show up; if not, you get dropped. Unique, vibrant, and interesting photos and videos • Offers (still in beta) • Exclusive events or news • Questions
  • Dell’s paltry 3M in sales attributed Twitter
  • Pew research 2012
  • Top activity conducted on mobile devices is social
  • Pew research 2012
  • Marketo
  • AMR International, “Online B2B Marketing in the United States: Assessment and Forecast to 2013
  • The study, which parsed over 62 million site visits, 215 million page views and 350,000 leads in 2012
  • The study, which parsed over 62 million site visits, 215 million page views and 350,000 leads in 2012
  • The study, which parsed over 62 million site visits, 215 million page views and 350,000 leads in 2012
  • The study, which parsed over 62 million site visits, 215 million page views and 350,000 leads in 2012
  • Email was another tactic that paid dividends, accounting for less than 1% of traffic but a substantial 9% of leads. Organic traffic, by contrast, accounted for 40% of site traffic but delivered a much smaller comparative share of leads: 26.5% of the total.
  • This reinforces the importance of a social presence. Most powerful recommendations are closest to you - friends. Social media is the perfect tool for staying top of mind during this decision making process.
  • When people sent letters, they expected a response within 10 days. This has profound implications on how business operations are run. Similarly, social is 24/7, yet few companies have back offices that can cope with this type of demand and few are prepared for the process reengineering that would be required for their business.
  • Business is made up of stakeholders. Relationships with those stakeholders are influenced by various parts of your organization. Social media can add value to those relationships. The key to success in a social media plan is to have it serve these relationships and be well integrated into other efforts. Stand-alone efforts will not work well.
  • Live support can be very expensive.
  • Enable employees to access key assets whenever needed through social media. As a result they can the right people and information to generate better and faster results.
  • The study, which parsed over 62 million site visits, 215 million page views and 350,000 leads in 2012
  • Fictitious numbers based on a real study done by gap.com showing how only a 2% increase in conversions can impact your bottom line.
  • Social Media for B2B Marketing

    1. 1. WELCOMESOCIAL MEDIA FOR B2B
    2. 2. introducing top floor creating the hub of your marketing efforts15 years experience in digital marketingFull-service includes:• Marketing strategy - including integration• Website design & development• Web analytics includingsearchconversionsocial• Social media marketing• Email marketing• Branding and rebranding• Event support• Offline marketing
    3. 3. YOUR WEBSITE AS A MARKETING PORTAL
    4. 4. what is social media? some definitions SOCIAL MEDIARelating to human society and its The storage and transmissionmembers; of and pertaining to the tools used to accumulate and life, welfare and relations of distribute information or data. human beings in a community.
    5. 5. what is social media? some definitions SOCIAL MEDIAA set of technologies being used to accumulate anddistribute information to members of a community thathave congealed around a common purpose. • The closer that common purpose is, the more powerful these tools become.
    6. 6. digital marketing trends & what we’ve been doing the top 10 most effective B2B marketing channels
    7. 7. what is social media? channels and tactics CHANNELS TACTICSFacebook BloggingTwitter CommentingLinkedIn BookmarkingGoogle+ PodcastingYouTube Content PlacementPresentation and Document Rich Media PlacementSharingPhoto and Image SharingQ&A SitesInfluence tracking sites
    8. 8. what is social media? channels and tacticsSocial Networks - focus on building online communities unitedby common purpose• Facebook• LinkedIn• Pinterest• Google+• Community Forums
    9. 9. what is social media? channels and tacticsSyndication - formats used to publish frequently updatedinformation and that allow users to control the intake of thatinformation.• Blogs• RSS News Feeds• Content
    10. 10. what is social media? channels and tacticsWikis - a series of web pages that allow user contribution.• Businesses can use wikis as an important part of communityforums to: • create collaboration • user input • product innovation and development • share customer support services with contributors
    11. 11. what is social media? channels and tacticsRich Media Sharing - video, photo and audio sharing sites• YouTube• Flickr • Provides additional search performance
    12. 12. what is social media? channels and tacticsMashups - combinations of social channels or information• A google map that plots photos•A map application that plots business locations as well as video content from t
    13. 13. facebook the big three• Facebook page with timeline posts feed to those that have liked yourpage• Custom tabbed sections of your page allow for flexible promotional space and can replica• Ads can target a very defined group, more defined than any otherchannel• Sponsored Ads or posts will feed to friends of friends or chosendemographic groups• Using Facebook as your brand allows you to friend others, commentelsewhere, and place content.• Facebook groups provide another place for content and engagement• Promoted posts show up to all of your friends as well as all of theirfriends• Powerful targeting provides excellent platform for careers
    14. 14. facebook key metrics• Likes• Posts• Reposts (shares)• People are talking about this• Engagement rate• Ad click-through• Engagement/conversion from custom tabs
    15. 15. twitterthe big three
    16. 16. twitter the big three• Twitter is the water cooler for B2B marketers: It’s a vibrantcommunity where businesses can prospect leads andcongregate as thought leaders to discuss relevant industrytopics.• Provides real-time engagement via short Tweets and viralspreading via Re-Tweets• Use it to get the word out to customers about specific productofferings and as a forum for potential customers to discover andlearn more about you and what you offer• The main behavior in Twitter is Following
    17. 17. twitter tips for following and being followed• Identify Twitter accounts that will be relevant and interesting toyou, your organization and your industry.• Let people know that you’re on Twitter, and encourage them tofollow you back.• You associate yourself with a specific group of industryexperts and thought leaders, and demonstrate your interest inthe space.• Twitter is a great platform for engagement, so once you followsomeone on Twitter you can work on starting a conversation.
    18. 18. twitter tips for following and being followed• Find people to follow by importing your contact databases using tools thatTwitter provides. Then, broaden this action by following those that yourfollowers are following – where relevant.• Follow people that your competitors are following and that follow yourcompetitors.• Do a search for experts in the field who are tweeting. You can find people tofollow on sites like Wefollow.com or Twibes.com.• Follow back relevant people and companies that are following you.• Twitter provides easy search functionality so that you can find people thatare talking about your company and your industry. Spend some time trying outdifferent searches and hashtags that are relevant to your business. Once youfind the people who are contributing most to the conversation, start followingthem.• Use Twitter lists to zero in on top prospects and other classes.
    19. 19. twitter tips for following and being followed• Use Twitter to promote and support events• Use @ tags to direct messages wisely• Do not use automated posts. They will look like spam and you will losefollowers• Use Twitter lists to segment users into interest groups, prospects, etc.• Be sure to mix original tweets, re-tweets and @comments• Use promoted tweets to get in people’s timelines• Use the 4-1-1 rule: for ever original tweet, @-tweet one and re-tweet fourrelevant pieces of information
    20. 20. twitter key metrics• Followers• Mentions• Retweets• Retweet/reply reach• Number of lists• Social Capital – influence of twitter followers• Number of potential prospects sent to sales
    21. 21. linked in content is king here• Create a robust company profile aimed at your targetdemographics including but not limited to careers• Populate video content• Join as many groups that are relevant and contribute content tothem.• Build a LinkedIn group around your company’s competencies• Encourage your employees to contribute• Use LinkedIn ads, which are highly targetable• One of two top methods, together with company blogs, toestablish company reputation as an expert.
    22. 22. linked in content is king here• Linked In provides many opportunities to populate content and have thatcontent repurposed by others with attribution to you• Use recommendations - make it easy for others to recommend you byincluding that as a call to action
    23. 23. linked in key metrics• Followers• Referring Traffic• References• Group Members• Discussions Created• Shares of your content
    24. 24. comparing b2b with b2cBoth want to drive brand awareness, build online traffic and connect with currentand potential customers.The difference between the two marketing efforts lies in the tactics that eachmarketer uses to get this job done.The Target ConsumerB2B companies’ target consumer, in most cases, is a business with industry-savvyprofessionals making the decisions for a whole company. These decisionmakersare going to weigh all of their options and perform extensive research beforemaking an important purchasing decision that will affect all of the people withintheir company - that research provides opportunity via social media.Company’s Position in the MarketplaceAsk yourself how you want your company to be perceived in the businessmarketplace. In most cases, B2B marketers strive to be known as experts in theirfield. Social media is an excellent platform to position your company in themarketplace as an industry leader and expert.
    25. 25. everyone has statisticsSocial is now the preferred method of engagement across allsegments and generations: Facebook: 300 Million unique monthly visitors 1.1 billion users Twitter: 13 million unique monthly visitors 500 million users LinkedIn: 15 million visitors 45 million users Pinterest: 28 million visitors 45 million usersYouTube: 80 million visitors180 million reg usersThe second most used search engine
    26. 26. everyone has statisticsSocial is now the preferred media of users, far exceedingtelevision.Social is the leading source of news for users and overall leaderof news leads.67% of all adults use social media.Social is the most common activity on a mobile devices whichnow exceed desktop access to the Internet.
    27. 27. MOBILE DEVELOPMENT
    28. 28. MOBILE DEVELOPMENT
    29. 29. everyone has statistics•70% of online adults say they use Facebook•16% of online adults say they use Twitter•20% of online adults say they use LinkedIn•15% of online adults say they use Pinterest
    30. 30. everyone has statistics• 93% of B2B marketers use social marketing to market theirbusiness• 85% of marketers reported that the number one benefit ofsocial marketing is generating more business exposure• 74% of marketers reported that social marketing has increasedtheir site traffic• 59% of marketers are using social marketing for 6 hours ormore per week
    31. 31. COMPOUND ANNUAL GROWTH OF B2B SPENDING
    32. 32. everyone has statistics
    33. 33. SOURCE OF Traffic FOR B2B WEBSITES
    34. 34. SOURCE OF LEADS FOR B2B WEBSITES
    35. 35. SOCIAL MEDIA SITES THAT ARE SOURCES OF visits TO WEBSITETwitterFacebook Linked In
    36. 36. SOCIAL MEDIA SITES THAT ARE SOURCES OF LEADS TO WEBSITETwitter Facebook Linked In
    37. 37. COMPARING VISITS TO LEADS FROM SOCIAL MEDIA Facebook Linked In Twitter
    38. 38. social has changed B2b marketing70 percent of the buying process in a complex sale is alreadycomplete before clients are willing to talk with a sales person.Along with Google searches for product information, buyers andprospective clients are also searching for and encounteringinformation inside of social networks.In addition they are increasingly asking their peers forrecommendations and advice across social media.
    39. 39. social has changed B2b marketingSocial media has changed customers’ expectations of responsetimes. But as we have moved to e-mail, and increasingly Twitterand online chat, the customer expects an instant response.
    40. 40. social has changed B2b marketingSocial media has changed negative and positive impact to thebrand and the speed at which that impact can spread to others,including media outlets.
    41. 41. Frequently asked questions• What can we do on Facebook?• Should we use Twitter?• What platforms can I use to spread content?• How in the world do I use Twitter?• What is the relationship of social media to public relations?• If a question falls in the social media woods and we aren’t inthe woods to hear it... These are the wrong kinds of questions to start with.
    42. 42. Frequently asked questions the right questions• How do we increase sales and market share?• How can we better align innovation with market demand?• How can we provide a consistent customer support experienceat reduced cost?• How do we establish and maintain online reputation?• How can we increase customer retention?• How can we attract quality employees?• How do we position our brand as a thought leader?• How do we gather customer input and use it wisely? How can involvement in social media serve these types of goals?
    43. 43. relationshipsCUSTOMER EMPLOYEE S Marketing S Sales Recruiting Customer Service HR PR COMPANY Procurement C-Suite Legal Finance PR AccountingPARTNERS INVESTORS
    44. 44. marketing business value affected by social media• Market intelligence• Identifying market trends• Multiplying the effects of campaigns• Increase customer loyalty• Building a brand-centered community
    45. 45. Public relations business value affected by social media• Monitoring & Engaging• Online reputation management• Public messaging• Content marketing
    46. 46. customer support business value affected by social media• Consistent support• Reduce incoming support calls by using collective knowledge• Building customer loyalty and trust
    47. 47. sales business value affected by social media• Create awareness of the brand• Lead generation• Expertise identification and location• Pipeline development
    48. 48. product development business value affected by social media• Align innovation with market demand• Customer-driven product innovation• Accelerate time to revenue• Driving better results from R&D investments• Knowledge retention in central location
    49. 49. human resources business value affected by social media• Employee acquisition - finding talent• Less time to production• Training and education• Connecting and engaging the workforce• Team-building• Empowering individual productivity
    50. 50. measurement measuring the effect of social media efforts• Referral traffic back to a brand’s website using Google analytics andtrack conversions from these new visits.• Gated content using landing pages across social channels, including paidads.• Assign metrics to the overall engagement levels of social channels andmeasure the increase or decrease.• Tying your social efforts back to a marketing automation solution isanother easy way to measure the ROI from using social for leadgeneration. A solution that includes social applications can add a sociallayer to all of your campaigns giving them a measurable boost inengagement and overall reach.
    51. 51. measurement measuring the effect of social media efforts• Radian 6 (salesforce)• Adobe Sitecatalys (formerly Ominture)• Curalate• BitLy• Open Site Explorer (SEOmoz)• SysomosAnalytic tools perform best in the hands of experts prepared tomake recommendations based on data found.
    52. 52. SOURCE OF LEADS FOR B2B WEBSITES
    53. 53. INCREASING TRAFFIC AND CONVERSION social media
    54. 54. INCREASING CONVERSION effects on the bottom line Budget 1,000,000 1,000,000 Traffic 1,000,000 1,000,000 CPC $1.00 $1.00Conversion Rate 3% 5% Sales 30,000 50,000Average Revenue $100 $100 Per SaleTotal Web Sales $3,000,000 $5,000,000
    55. 55. THANK YOUSOCIAL MEDIA FOR B2B

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