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How to leverage B2B  social networking with standard users seattle 2010
 

How to leverage B2B social networking with standard users seattle 2010

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    How to leverage B2B  social networking with standard users seattle 2010 How to leverage B2B social networking with standard users seattle 2010 Presentation Transcript

    • How to Leverage B2B Social media to Standards Users in the Digital Age Presentation to 13th IFAN International conference Challenges of the Future Haim Oren, Global Chief Marketing Officer - TBK consult October 12 th , 2010
    • Some facts about Social media
      • Facebook has more than 500 million members, and more than 50% use the site daily.
      • The fastest growing segment are users over 30 years old.
      • In August 2009, Americans watched 10 billion videos on YouTube. That same month, Americans conducted 9 billion searches on Google.
      • More than 80% of online users are active in either creating, participating in or reading some form of social content at least once a month
      • Twitter attracts 190 million visitors per month and generate 65 million Tweets a day
      • Source: Ogilvy Worldwide
    • The proliferation of social media
      • “ Markets are conversations”
        • Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed.
        • As a direct result, markets are getting smarter—and getting smarter faster than most companies."
      • The cluetrain manifesto-1999
    • Social media is changing B2B marketing communications for good…
      • According to Gartner forecast:
      • By 2014, for 20 percent of business users, social networking services will replace e - mail as the primary vehicle for interpersonal communications .
      • Those 20% of business users would make a social network the hub of their business communications both inside and outside their organization’s firewall.
      • During the next 3 years, most companies will be building out internal social networks and/or allowing business use of personal social network accounts.
    • Social media is becoming a marketing standard
      • 87% of B2B marketers agree that
      • “ social media will become a standard tactic like email ”
      • Nearly 75% of B2B tech buyers consult social media before making a decision
      • Source; MarketingSherpa, 2009
    • Social media is becoming a B2B marketing standard-cont’d
      • A recent Information Week survey indicates:
      • 78% of businesses surveyed use social media tools, with businesses having active accounts. most often with Facebook ( 70% ) , followed by Twitter ( 44% ) , YouTube ( 32% ) , and LinkedIn ( 23% ).
      • Companies used social media for;
        • Competitive intelligence
        • Customer service
        • Marketing
        • Sales
      • Source: Information Week, August 2010
    • Social Media as a marketing communications standard
        • In 2008, only 33% of InformationWeek 500 companies used social media tools like; wikis, social networking and blogs to reach out to customers, suppliers, and partners.
        • In 2009, the number increased to 42%
        • This year, that figure shot up to 72%, in one of the most dramatic one-year moves we've ever seen in our InformationWeek 500 data.
        • Source: Information Week 500 survey, 2010
    • Social media represents a paradigm shift
      • Web 1.0
      • Read-Only Web
      • Static content
      • Company driven content
      • Monolog
      • Company’s Knowledge
      • Social Web 2.0
      • Collaborative web
      • Dynamic content
      • Network driven content
      • Conversation
      • Crowd sourcing
    • The top influencers on B2B decision making
    • B2B social networking is now a part of the marketing mix
    • Spending levels on B2B Social Networking
      • in 2010, close to 40% of B2B firms indicate they plan to increase spending on social media
      • 40% spend the same as 2009
      • 20% don’t know
      • Source: Forrester Research:2009 North American companies with 100 or more employees :
    • The realized impact of social media on business
      • 4 out of 5 respondents said social media had a positive impact on organizational innovation ,
      • 78% believed it helped the organization provide better customer service .
      • 70% of IT personnel viewed social media as having a beneficial impact on their organization's productivity
      • Source; Forrester Research, survey of 303 IT personnel in North America and Europe who use social media, conducted in January 2010 .
    • A review of Effective Social media tools
      • Gated social Community website
      • Online video
      • Virtual events
    • Typical weaknesses of B2B websites
      • Rely too heavily on public social networks (“The twitter strategy”, “the Facebook Strategy”)
      • Company's content on public social networks is different than on one’s website
      • Content is “brochureware’ oriented
      • ‘ Un- social’ website design
      • Don’t enable conversations
    • Benefits of a gated community approach
      • Satisfy the needs of your target audience
      • Create high engagement by enabling interaction among customers, companies, service providers, consultants and industry organizations
      • Encourage sharing of information by users
      • Expose existing content from your web out
      • by using RSS, widgets etc.
    • Recommended Social media strategy-the Hub
    • Turn your corporate website into a hub-The Natural Geographic case Mobile Video Widgets Social Bookmarks Feeds and Content Syndication Social Networks Blogs & Micro-blogging
    • Social Network in action Complianceonline.com
      • MetricStream provides GRC consulting & advisory services
      • The strategy : create a gated social network for governance, risk, compliance and quality
      • Who: GRC professionals
      • What : Provide education, training and best practice info’ on GRC issues via a social community
      • How ; Becomes a mini University for GRC professional by Offering online courses, articles, & templates, books, published industry standards and training kits.
    • Compliance Online courses
      • -
    • Compliance online Best Practices database
    • Complianceonline.com deliverables
      • Community: with 500,000 registered users it is considered the largest online community for compliance professionals
      • Online Training : hosts 1000 online training programs expert trainers and compliance specialists for regulatory and compliance professionals through
      • Best Practices: has established 1 million article database and library service that aggregates best practices, articles, & whitepapers
      • Store: is one of the largest database of 25,000 compliance related products - from published industry standards and training kits to tools, templates, and books
    • Complianceonline.com marketing metrics…
      • 2 million unique visitors per year
      • 500,000 registered users
      • Profitable after first 6 months
      • Provides 30% of MetricStream annual leads
    • Intel communities
      • .
    • Dell Social media marketing
    • Dell Social media marketing
    • Online video
      • Online video provide dynamic and engaging experience that connects with buyers
      • Over 30% of B2B marketers are not using online video at all
      • 33% use it only to market or demonstrate products
      • 11% for customer testimonials
      • 10% for Internal communications/training
      • 9% for customer support
      • Source: Forrester 2009 survey of B2B marketers
    • Online Video benefits to B2B marketers
      • Builds engagement with prospects & buyers
      • Helps to build excitement around physical events before and after ( user conference, trade show etc.,)
      • Viral video helps build awareness and interest w/o the high cost of broadcast adverting
      • Demonstrate intangible product/service attributes
      • Builds creditability with prospects
    • IBM use of online video
      • “ The video segments have to be more than a commercial – we have to offer content with value, information of how our solutions will help our customer’s business, and tips for using particular solutions . ”
      • Mark Leaser- IBM Worldwide Offerings Manager for IBM Software Services
    • IBM use of social media
    • IBM use of social media
      • Each IBM operational area includes;
      • Video clips
      • A link to LinkedIn discussion groups
      • Link to Face Book, Delicious, Dig, LinkedIn & Twitter
      • RSS feeds
      • Conversations with IBM managers
    • ISO
    • HP ‘You Tube’ enterprise TV
    • Virtual events
      • B2B virtual event is defined as;
      • “ Online interactive meeting using a broad range of rich media tools for communications, collaboration and networking among hosts, sponsors and event participants.”
      • It includes; webcasts, web conferences and full blown conferences
      • The range of tools can include: online video, online spokespeople, collateral downloads and the look-and-feel of different venues and environment.
      • Collaboration tools might include: chats, share business cards, share desktop or application.
    • Why virtual events make sense in the current economy?
      • According to B-B magazine nearly 60% of marketers cut their marketing budgets in response to the economy in 2009 and
      • Over 40% of the companies are expecting to further reductions in marketing budgets in 2010
      • Result: # of virtual events increased by 37% in the 1 st half of 2009 while budget cuts led to 30% reduction in face-to-face meetings.
      • (Source: Marketing Sherpa )
    • Virtual events benefits
      • Providing immediate and sustainable global reach
      • Cost effective for both attendees and organizers by eliminating travel & venue cost, Logistics, etc)
      • Enable easy sharing of information
      • Enables tracking attendees’ activity & engagement
      • Shorten sales cycles
    • Virtual events metrics
      • Standard metrics include;
      • Attendees’ profile ; interests, attendance rates)
      • Engagement metrics ; duration of participation, downloads, dialogs)
      • Performance metrics ; lead ranking and qualifications and ROI
    • Cisco Live Virtual
      • Cisco launched Cisco Live Virtual , a virtual
      • Platform which is an extension of its Int’l Networkers Conferences .
      • After the physical conference takes place, a virtual version went live featuring:
      • Video taped executive keynotes and seminars presentations
      • Session Pdfs
      • Blogs and discussion groups
      • Chat rooms to network with the exhibitors
    • Cisco Live Virtual
    • Cisco Live Virtual
    • Cisco use of social media
    • Cisco use of social media
      • Cisco use of social media
    • Cisco use of social media
    • Cisco use of social media
    • Cisco Live Virtual
    • Concluding remarks…
      • Position Social media as a marketing communication standard, to your organization
      • Define your company’ social media activities as a part of the marketing mix
      • Invest for continuous social media involvement
      • Include resourcing & budgeting that reflect strategic commitment
      • Have in place a well defined management structure
      • Provide parameters for the employees to engage
      • Determine key social metrics to track
      • Conduct ongoing research with stakeholders to evaluate social media fit with brand image
    • Thank You.
      • Haim Oren
      • Global Chief Marketing officer
      • TBK consult
      • [email_address]