B2B Social Media: Strategies That Pack A Punch Sponsored by

Upcoming Webinars/Panels: November 3 rd @ 6pm GMT/1 PM ET/ 10am PT: “ Social Media ROI: Defining, Analyzing and Measuring” w/Sally Falkow from Expansion Plus November 19 th @ 6pm GMT/1 PM ET/ 10am PT: “ Developing Corporate Policy/Governance for Social Media” w/Chris Boudreaux of First in the Room and author of Social Media Governance

November 3 rd @ 6pm GMT/1 PM ET/ 10am PT:

“ Social Media ROI: Defining, Analyzing and Measuring” w/Sally Falkow from Expansion Plus

November 19 th @ 6pm GMT/1 PM ET/ 10am PT:

“ Developing Corporate Policy/Governance for Social Media” w/Chris Boudreaux of First in the Room and author of Social Media Governance

Speaker Bios David King is Director of Social Media for Gutenberg Communications. In his role at Gutenberg, he leads the development and execution of social media strategies for B2B brands. Previously he served as resident Wikipedia guru and account executive at The Hoffman Agency, where he helped clients create, write, and gain readership for their blogs and energize their brand on Wikipedia in addition to traditional PR work. Prior to The Hoffman Agency, David held PR positions at Lutchansky Communications and Edelman, working with clients such as TSMC, Synopsys, Samsung, and IBM (formerly ILOG). He is a regular speaker, writer, and commentator on social media marketing, and has written op-eds, and guest blogs for Fortune Magazine and T he San Jose Mercury News and has placed clients in The Wall Street Journal, USA Today, The New York Times , Channel 2 News, and Fortune, among others. Ari Newman is a passionate entrepreneur who excels in creating value in ideas and technology and thrives on the challenges and opportunities that define early stage companies. He is President and Founder of Filtrbox, a real-time social media monitoring service that helps companies listen to and engage in online conversations. In the year since launch, Filtrbox has grown to over 10,000 users and hundreds of customers. Previously Ari was Founder and Principal of Newman Venture Advisors, VP of Product Management at CreekPath Systems and Director of Operations at Volera. Ari’s expertise includes SaaS, consumer internet, enterprise application software, IP networks, enterprise storage, and social media marketing. He lives in Boulder, CO with his wife and two children, where his happiest moments are when his 5 year old daughter agrees to watch cycling races with him..

Presentation Outline The growth of business’ use of social media What’s the difference between social media for B2C and B2B The focus of B2B: moving from listening to active engagement Best places for business to engage in social media Tools of the trade Risks of not engaging Content Marketing: IBM Benchmarking Building Communities: Facebook, LinkedIn, Wikipedia Business Intelligence Best practices Q&A

The growth of business’ use of social media

What’s the difference between social media for B2C and B2B

The focus of B2B: moving from listening to active engagement

Best places for business to engage in social media

Tools of the trade

Risks of not engaging

Content Marketing: IBM

Benchmarking

Building Communities: Facebook, LinkedIn, Wikipedia

Business Intelligence

Best practices

Q&A

Business use of Facebook is gaining speed 35-54 demo growing at 276% over 2B pieces of content per week source: iStrategyLabs, Facebook

There are over 400,000 tweets a day about brands and sources: socialmediatoday.com, eMarketer, QuantCast Twitter adoption grew 800% over the last 6 months

Social Media: B2C vs. B2B Business to Consumer Business to Business

Business to Consumer

Business to Business

From Listening to Active Engagement Listen Engage Measure Lead

Listen

Engage

Measure

Lead

Best Places for Business to Engage in Social Media Your customers and prospects research your products and services on-line and are being influenced by other users of your products. Besides your company website they will go to wikis, blogs, check out reviews, and do the same for your competitor’s products. Know where your customers are talking Listen to your customers tell your story Make sure you have good/relevant content – it needs to be at a very high level in order to get cited/referenced throughout the Web Leverage keywords to see what resonates and what’s being searched

Your customers and prospects research your products and services on-line and are being influenced by other users of your products. Besides your company website they will go to wikis, blogs, check out reviews, and do the same for your competitor’s products.

Know where your customers are talking

Listen to your customers tell your story

Make sure you have good/relevant content – it needs to be at a very high level in order to get cited/referenced throughout the Web

Leverage keywords to see what resonates and what’s being searched

Tools of the Trade Free Do it yourself Analyst-based solutions Enterprise solutions

Free

Do it yourself

Analyst-based solutions

Enterprise solutions

Risks of Not Engaging No monitoring of social media = no response to damaging commentary No engagement in social media = lost opportunity for additional mindshare Lost opportunity to find customers, get insight into customer satisfaction, engage in proactive communication, miss out on community, and much more No presence on social media = a brand that lacks “cool”

No monitoring of social media = no response to damaging commentary

No engagement in social media = lost opportunity for additional mindshare

Lost opportunity to find customers, get insight into customer satisfaction, engage in proactive communication, miss out on community, and much more

No presence on social media = a brand that lacks “cool”

Solution – Content Marketing Independent Social Media Brand

Content Marketing – Independent Brand Example DeveloperWorks (dw) is the brand IBM uses for branded communications with developers across the website, YouTube, Twitter, and more . Case studies Whitepapers Video Comments Responses Articles Retweets Events Personalities People Unique content

Typical 1 Year Benchmarks 1,000 customer, employee, partner and investor, followers 5% click-through rate on Tweeted links 50 additional targeted company stakeholders read each case- study, whitepaper, article, blog At least one comment per post Blog is quoted in other blogs and in the media Internal teams with direct contact to stakeholders say people are reading it.

1,000 customer, employee,

partner and investor, followers

Typical First Year Benchmarks “ Cool” factor, responding to negative commentary, greater mindshare and exposure, and overcoming misconceptions improve sales leads and retention. Evaluate Customer turnover Number of leads Closing rate Investor confidence Employee satisfaction Feedback from teams

“ Cool” factor, responding to negative commentary, greater mindshare and exposure, and overcoming misconceptions improve sales leads and retention. Evaluate

Customer turnover

Number of leads

Closing rate

Investor confidence

Employee satisfaction

Feedback from teams

Building Communities Businesses want to build communities Community starts with your closest relationships and expands from there Figure out how you are fitting in with your community Listen to what your customers are saying and how they are telling your story With different audiences, different communities - connect your different communities Ensure consistent messaging throughout all your communities and build credibility

Businesses want to build communities

Community starts with your closest relationships and expands from there

Figure out how you are fitting in with your community

Listen to what your customers are saying and how they are telling your story

With different audiences, different communities - connect your different communities

Ensure consistent messaging throughout all your communities and build credibility

Communities - Facebook The largest social network Not used to discuss or resolve business problems Problem statement: There is no sense of community among employees, which is causing high turnover. Morale is low. Solution: Build a Facebook community where employees can share their thoughts, network, and be notified of company news and events. Outcome: Greater bonds between employees improve teamwork, job satisfaction, morale and turnover. 1 Year Benchmark: Reduced employee turnover. Better responses to employee surveys. Positive feedback from employees.

The largest social network

Not used to discuss or resolve business problems

Problem statement: There is no sense of community among employees, which is causing high turnover. Morale is low.

Solution: Build a Facebook community where employees can share their thoughts, network, and be notified of company news and events.

Outcome: Greater bonds between employees improve teamwork, job satisfaction, morale and turnover.

1 Year Benchmark: Reduced employee turnover. Better responses to employee surveys. Positive feedback from employees.

Communities - LinkedIn The largest business network Customer prospects often solicit for product recommendations Problem statement: I need to connect with businesses that are experiencing the problem our products solve. Solution: Monitor LinkedIn Answers and groups and respond to people asking for help and/or consider creating your own group. Outcome: More sales leads. Greater mindshare among people experiencing the problem your product resolves. 1 Year Benchmark: Close sales deals equal to 10x the estimated cost of supporting the program.

The largest business network

Customer prospects often solicit for product recommendations

Problem statement: I need to connect with businesses that are experiencing the problem our products solve.

Solution: Monitor LinkedIn Answers and groups and respond to people asking for help and/or consider creating your own group.

Outcome: More sales leads. Greater mindshare among people experiencing the problem your product resolves.

1 Year Benchmark: Close sales deals equal to 10x the estimated cost of supporting the program.

Wikipedia 10 billion monthly page views Top’s most search engine searches Problem statement: Current and prospective investors, customers, employees, and partners are reading the company Wiki to learn more about who they’re partnering with. The Wiki poorly represents the company Solution: Following Wikipedia’s complex guidelines, craft a new company Wiki that energizes the brand and creates excitement among company stakeholders.

10 billion monthly page views

Top’s most search engine searches

Problem statement: Current and prospective investors, customers, employees, and partners are reading the company Wiki to learn more about who they’re partnering with.

The Wiki poorly represents the company

Solution: Following Wikipedia’s complex guidelines, craft a new company Wiki that energizes the brand and creates excitement among company stakeholders.

Start small. Win big. Don’t wait

Business Intelligence Social media redefines “business intelligence” – giving it a new dimension Organizations are just now beginning to understand the need to integrate social media into their existing BI and measurement platforms It’s all about getting real-time (credible) information into the hands of your sales team, marketing team, and the c-level suite It’s important to monitor all the product and business feedback found in social conversations The challenge is changing the inner corporate cultures and educating on how to sort through the “noise” to move on the actionable intelligence quickly

Social media redefines “business intelligence” – giving it a new dimension

Organizations are just now beginning to understand the need to integrate social media into their existing BI and measurement platforms

It’s all about getting real-time (credible) information into the hands of your sales team, marketing team, and the c-level suite

It’s important to monitor all the product and business feedback found in social conversations

The challenge is changing the inner corporate cultures and educating on how to sort through the “noise” to move on the actionable intelligence quickly

Best Practices Have a strategy and owners (which level are you?) Ensure there is an organizational commitment to sustained participation (don’t show up, then leave!) Start simple, then widen the net Lots of people talk about social media engagement online. Search for it. Learn what others are doing. Essential items to track: company name, key mgmt., product name, key competitors, industry terms

Have a strategy and owners (which level are you?)

Ensure there is an organizational commitment to sustained participation (don’t show up, then leave!)

Start simple, then widen the net

Lots of people talk about social media engagement online. Search for it. Learn what others are doing.

Essential items to track: company name, key mgmt., product name, key competitors, industry terms

Questions? Ari Newman, Founder and President, Filtrbox, Inc. @arinewman or @filtrbox, [email_address] Speaker Contact Info: David King, Director of Social Media @david44357 @TheGutes [email_address]

Ari Newman, Founder and President, Filtrbox, Inc.

@arinewman or @filtrbox, [email_address]