B2B strategies that pack a punch - Filtrbox & Gutenberg


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Slide deck from the Oct 22nd Webinar "B2B Social Media: Strategies that Pack a Punch"

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  • this demo is doubling every two months over 10M users become fans of pages each day, many of which are company or event pages transition - “what does all of this mean?”
  • companies and brands have woken up Twitter has proven to be a powerful tool for companies like Comcast, JetBlue, Starbucks and others Growth is expected to continue as more and more brands and customers get onto the platform
  • Case Study of Warburg Pincus
  • B2B strategies that pack a punch - Filtrbox & Gutenberg

    1. 1. B2B Social Media: Strategies That Pack A Punch Sponsored by
    2. 2. Upcoming Webinars/Panels: <ul><ul><li>November 3 rd @ 6pm GMT/1 PM ET/ 10am PT: </li></ul></ul><ul><ul><li>“ Social Media ROI: Defining, Analyzing and Measuring” w/Sally Falkow from Expansion Plus </li></ul></ul><ul><ul><li>November 19 th @ 6pm GMT/1 PM ET/ 10am PT: </li></ul></ul><ul><ul><li>“ Developing Corporate Policy/Governance for Social Media” w/Chris Boudreaux of First in the Room and author of Social Media Governance </li></ul></ul>
    3. 3. 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..
    4. 4. Presentation Outline <ul><li>The growth of business’ use of social media </li></ul><ul><li>What’s the difference between social media for B2C and B2B </li></ul><ul><li>The focus of B2B: moving from listening to active engagement </li></ul><ul><li>Best places for business to engage in social media </li></ul><ul><li>Tools of the trade </li></ul><ul><li>Risks of not engaging </li></ul><ul><li>Content Marketing: IBM </li></ul><ul><li>Benchmarking </li></ul><ul><li>Building Communities: Facebook, LinkedIn, Wikipedia </li></ul><ul><li>Business Intelligence </li></ul><ul><li>Best practices </li></ul><ul><li>Q&A </li></ul>
    5. 5. Business use of Facebook is gaining speed 35-54 demo growing at 276% over 2B pieces of content per week source: iStrategyLabs, Facebook
    6. 6. 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
    7. 7. Social Media: B2C vs. B2B <ul><li>Business to Consumer </li></ul><ul><li>Business to Business </li></ul>
    8. 8. From Listening to Active Engagement <ul><ul><li>Listen </li></ul></ul><ul><ul><li>Engage </li></ul></ul><ul><ul><li>Measure </li></ul></ul><ul><ul><li>Lead </li></ul></ul>
    9. 9. Best Places for Business to Engage in Social Media <ul><li>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. </li></ul><ul><li>Know where your customers are talking </li></ul><ul><li>Listen to your customers tell your story </li></ul><ul><li>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 </li></ul><ul><li>Leverage keywords to see what resonates and what’s being searched </li></ul>
    10. 10. Tools of the Trade <ul><li>Free </li></ul><ul><li>Do it yourself </li></ul><ul><li>Analyst-based solutions </li></ul><ul><li>Enterprise solutions </li></ul>
    11. 11. Risks of Not Engaging <ul><li>No monitoring of social media = no response to damaging commentary </li></ul><ul><li>No engagement in social media = lost opportunity for additional mindshare </li></ul><ul><ul><li>Lost opportunity to find customers, get insight into customer satisfaction, engage in proactive communication, miss out on community, and much more </li></ul></ul><ul><li>No presence on social media = a brand that lacks “cool” </li></ul>
    12. 12. Solution – Content Marketing Independent Social Media Brand
    13. 13. 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
    14. 14. Typical 1 Year Benchmarks <ul><li>1,000 customer, employee, </li></ul><ul><li>partner and investor, followers </li></ul>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.
    15. 15. Typical First Year Benchmarks <ul><li>“ Cool” factor, responding to negative commentary, greater mindshare and exposure, and overcoming misconceptions improve sales leads and retention. Evaluate </li></ul><ul><ul><li>Customer turnover </li></ul></ul><ul><ul><li>Number of leads </li></ul></ul><ul><ul><li>Closing rate </li></ul></ul><ul><ul><li>Investor confidence </li></ul></ul><ul><ul><li>Employee satisfaction </li></ul></ul><ul><ul><li>Feedback from teams </li></ul></ul>
    16. 16. Building Communities <ul><li>Businesses want to build communities </li></ul><ul><li>Community starts with your closest relationships and expands from there </li></ul><ul><li>Figure out how you are fitting in with your community </li></ul><ul><li>Listen to what your customers are saying and how they are telling your story </li></ul><ul><li>With different audiences, different communities - connect your different communities </li></ul><ul><li>Ensure consistent messaging throughout all your communities and build credibility </li></ul>
    17. 17. Communities - Facebook <ul><li>The largest social network </li></ul><ul><li>Not used to discuss or resolve business problems </li></ul><ul><li>Problem statement: There is no sense of community among employees, which is causing high turnover. Morale is low. </li></ul><ul><li>Solution: Build a Facebook community where employees can share their thoughts, network, and be notified of company news and events. </li></ul><ul><li>Outcome: Greater bonds between employees improve teamwork, job satisfaction, morale and turnover. </li></ul><ul><li>1 Year Benchmark: Reduced employee turnover. Better responses to employee surveys. Positive feedback from employees. </li></ul>
    18. 18. Communities - LinkedIn <ul><li>The largest business network </li></ul><ul><li>Customer prospects often solicit for product recommendations </li></ul><ul><li>Problem statement: I need to connect with businesses that are experiencing the problem our products solve. </li></ul><ul><li>Solution: Monitor LinkedIn Answers and groups and respond to people asking for help and/or consider creating your own group. </li></ul><ul><li>Outcome: More sales leads. Greater mindshare among people experiencing the problem your product resolves. </li></ul><ul><li>1 Year Benchmark: Close sales deals equal to 10x the estimated cost of supporting the program. </li></ul>
    19. 19. Wikipedia <ul><li>10 billion monthly page views </li></ul><ul><li>Top’s most search engine searches </li></ul><ul><li>Problem statement: Current and prospective investors, customers, employees, and partners are reading the company Wiki to learn more about who they’re partnering with. </li></ul><ul><li>The Wiki poorly represents the company </li></ul><ul><li>Solution: Following Wikipedia’s complex guidelines, craft a new company Wiki that energizes the brand and creates excitement among company stakeholders. </li></ul>
    20. 20. Start small. Win big. Don’t wait
    21. 21. Business Intelligence <ul><li>Social media redefines “business intelligence” – giving it a new dimension </li></ul><ul><li>Organizations are just now beginning to understand the need to integrate social media into their existing BI and measurement platforms </li></ul><ul><li>It’s all about getting real-time (credible) information into the hands of your sales team, marketing team, and the c-level suite </li></ul><ul><li>It’s important to monitor all the product and business feedback found in social conversations </li></ul><ul><li>The challenge is changing the inner corporate cultures and educating on how to sort through the “noise” to move on the actionable intelligence quickly </li></ul>
    22. 22. Best Practices <ul><li>Have a strategy and owners (which level are you?) </li></ul><ul><li>Ensure there is an organizational commitment to sustained participation (don’t show up, then leave!) </li></ul><ul><li>Start simple, then widen the net </li></ul><ul><li>Lots of people talk about social media engagement online. Search for it. Learn what others are doing. </li></ul><ul><li>Essential items to track: company name, key mgmt., product name, key competitors, industry terms </li></ul>
    23. 23. Questions? <ul><li>Ari Newman, Founder and President, Filtrbox, Inc. </li></ul><ul><li>@arinewman or @filtrbox, [email_address] </li></ul>Speaker Contact Info: David King, Director of Social Media @david44357 @TheGutes [email_address]