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Social Media B2B Marketing: Adhesives and Sealants Industry
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Social Media B2B Marketing: Adhesives and Sealants Industry


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Social Media Revolution - Creating value for your B2B business in the Adhesive and Sealant Industry. A presentation by Ira Kaufman and Patsy Stewart with Entwine Inc., at the 2010 ASC Spring …

Social Media Revolution - Creating value for your B2B business in the Adhesive and Sealant Industry. A presentation by Ira Kaufman and Patsy Stewart with Entwine Inc., at the 2010 ASC Spring Conference.

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  • 1. Social Media Revolution: Creating Value for your B2B Business Presented at Ira Kaufman President Patsy Stewart Director Social Media ©2010
  • 2. About the Presenters Ira Kaufman, President, Ira challenges owners and senior executives to clarify their goals and translate them into a consistent Brand and Integrated Media Marketing Strategy. He combines 30 years of rich experiences with businesses and nonprofits to guide them to leverage the power of social media for marketing, recruitment and organizational development . Ira collaborates with a team of experts to design interactive environments to create long term business value by integrating traditional advertising, online marketing, public relations and social media. His strong values and sensitivity to organization innovation and change are the foundation of his work. Ira has a PhD in Marketing and serves as a consultant, public speaker, and lecturer for companies and Senior Executive programs . Patsy Stewart, Director Social Media and Training, Patsy is responsible for designing and implementing social media strategies as part of an Integrated Media Marketing plan. She specializes in working with clients to generate conversations that create relationships. Patsy is well known throughout Virginia as a speaker, trainer and thought leader in Social Media. She manages a recruitment team that was recognized as one of the top 50 recruiters nationally using Twitter/social media. She is a national speaker, contributor to business publications and she authored the ebook, "How to Grow Your Digital Footprint".
  • 3. Will B2B Companies Embrace Social Media? • B2C outpaces B2B on social media adoption • B2B Magazine's "2010" outlook – 6 of 10 B2B companies will increase social media
  • 4. Social Media Marketing Strategic Imperative 1. Provide Roadmap to navigate the world of digital media 2. Ask the right questions 3. Develop a mindset that integrates marketing efforts instead of seeing each as a silo
  • 5. Three Parts Part 1: Social Media Revolution – the Case Part 2: The Integrated Strategy Part 3: Social Media Marketing Tactics
  • 6. Social Media Marketing is a Business Reality, its Beyond the Revolution How are your preparing to maintain your competitive position?
  • 7. Are You Leveraging Social Media Marketing Opportunities?
  • 8. Social Media Revolution
  • 9. What are Your Leaders Saying? “There will be a huge change over the next year for… American Chemistry Council and chemical firms in the way we engage in debates and communicate our message… We will be de-emphasizing TV and billboards and focus more on advocacy and social media.” Randy Dearth CEO, LANXESS
  • 10. ASI E-News Survey • Adhesives and Sealants industry is tracking social media trends – More than 60% use LinkedIn – Nearly 40% use Facebook • “Adhesives and Sealant Industry interest in social media is growing. Social media presents a great opportunity for companies to market their products in new ways.. It is not going away!” ASI Magazine editor, Teresa McPherson
  • 11. Social Media Emerging Power • 80% Adult Internet Users have used Social Media • 72% been using Social Media < 90 days • Demographics +10hrs/wk: 30-39yrs (45%), 50-59 yr(39%) Social Media Industry Report 2009 by Michael Stelzner • Total US minutes devoted to social media surged 210% >2008 • 80% female Internet users are a fan of a product or brand on a social network • 60% of Ad Agencies support clients with social media • 76% small business not found social media useful in generating business. (Citi Survey) • 82% US Executives use social media for brand building, 60% for networking, 32% for customer service and 25% for competitive monitoring. www, • Facebook 400+ million active users • Twitter 105+ million users • LinkedIn 65 million users
  • 12. Social Media Live Update Clicking this link will show you how social media has been embraced. Notice the elapsed time.
  • 13. REVOLUTION WAS FUELED Changes in the Marketplace … Customer’s Mindset • Globalization… Interdependence • Control of media; consumer is publisher • Conversations generate exposure, sales • Transparency –open source • Collaboration rules • Innovation compressed • People use technologies to get things that they need from each other, rather from corporations
  • 14. Old 4Ps Marketing 1.0 Value Creator Customer 4Ps
  • 15. Marketing 2.0 Value Builder as User - Company - Employer Product (WEB2.0 Brand) Job Seeker - Partner Place (online, offline) Price ($, time, ease) 5Ps Promotion (Integrated Marketing) Participation (Conversations) Publisher Thought Leaders
  • 16. Marketing Rules are Changing It was It’s now Pushing message to client Pulling client to the message One way message Interactive conversation Business generated content User generated content Interrupt client- direct immediate Engage, build relationship action Attention economy Attraction economy Hard to measure results Real time metrics Coveting information Sharing information Charging for entry – block entry Giving free ebooks, product
  • 17. Social Media Benefits B2B • Anticipate market trends • Identify alliances • Increase touchpoints • Feedback on innovation • Develop company as thought leader • Company chatter- warning of innovation within/outside your industry
  • 18. Arizona Chemical Company position: We have a “sustainable alternative to petro chemicals “ Social Media Marketing Approach • Establish Arizona Chemical as Thought Leader • Transfer PR and case studies to blog posts • Increase current one position in top 20 in Google Search to 3+ positions on first page
  • 19. Social Media Provides Value We are tripling social media spending over the past three years and experiencing "great returns on this investment.” COO “Our head of Social Media is the customer” “We achieved cost savings by a 20% reduction in call center activity as customers go to community website for answers “
  • 20. Clearly Social Media is a Valued Channel The Adhesives and Sealants Industry is a late comer to social media. Your keys to success are: Strategy - Integration - ROI
  • 21. The Choice is Yours ! The Question is not IF your company will adopt Social media But WHEN Competitive Landscape is OPEN; many opportunities Will you position your company as a Innovator/Early Adopter or Laggard?
  • 22. Strategy… not an Option Pres. Obama’s team used Integrated Media Marketing quite successfully! Their conclusion “>50% of new media campaigns fail without a strategy!”
  • 23. Integrated Media Marketing Strategy Five Steps • BASELINE (Assessment) • WHAT (Branding) • WHO (Strategic Positioning) • HOW (Marketing Mix) • ROI (Evaluation, Metrics)
  • 24. Let’s Start Where You Are ! • Are your current marketing efforts producing results? • What are your metrics in each media channel? • Are you engaging your target markets? • How are you measuring success?
  • 25. How do you touch your business ecosystem?
  • 26. Cytec Industries Touchpoints Objectives: Promote innovation, partners Tactics: technical articles; PR; webcasts Increase Touchpoints using – Blog articles, PR, webcasts – Youtube Channel – LinkedIn – Video – Facebook – Search engine optimization
  • 27. Branding • Develop Value Proposition • Finding your Sweet Spot • Determine Voice (with authority) and Personality (logo, tagline)
  • 28. 5000 Coke Mentions/Day – Here is a taste… CONVERSATION CLOUD FOR TOP TERMS MENTIONED ON FB COCA-COLA FAN PAGE (SEPTEMBER 2009) N = 1,276 posts* *non-english language posts removed Source: Analysis of Facebook for Sept 1st – 30th 2009
  • 29. Evans Adhesives New Product Introduction “Low temp, hot melt adhesives” • Create value proposition • Generate Brand from feedback from user base in packaging, outdoor advertising, beverage, labeling industries • Promote via – Video – Blog – LinkedIn
  • 30. Strategic Positioning • Market Intelligence- integrated into product life cycle • Touchpoint Conversion Analysis • Integrated Media Marketing Strategy
  • 31. Touchpoint Lifecycle
  • 32. H.M. Royal Positioning Solutions for Adhesives, Sealants “Source Globally, Sell Nationally. Service Locally” Require Integrated Media Marketing Strategy: • Build Thought Leadership • Blog articles, case Studies • LinkedIn • Video
  • 33. Marketing Mix • Develop Powerful Call to Action • Choose Tactics • Design Integrated Blueprint
  • 34. B2B Integrated Media Marketing Synergize … Build on each other traditional online advertising marketing social public social relations media
  • 35. Track - Evaluate - ROI Webstats - Google Analytics – Demographics – Site activity and analysis Track results/call to action – Tracking URLS Evaluate – Benchmark-competition vs projections vs goals
  • 36. Sustaining Your Edge  Measurement  Monitoring  Evaluation Resources Brand Power Time RGV Sales $ Resources Mentions Generating Value Search positions Thought leadership
  • 37. Integrated Media Marketing Best Practices • Review your corporate legal framework • Design a strategy reflecting customer touchpoints • Integrate and synergize your media • Monitor competition’s digital footprint • Develop social media employee policy • Design a proactive crisis strategy • Incorporate links as metrics sm • Evaluate RGV (Resources Generating Value)
  • 38. If you think and operate with new models, you will realize new results • In 2010 businesses will Integrate Marketing Strategies to realize a powerful edge • If you don’t respond, your competitive advantage will be vulnerable • You are about to change how your company relates to its customers
  • 39. What is Social Media? Social media is a means to generate conversations Stop thinking campaigns Start thinking conversations Engage… Translate conversations into Results
  • 40. Your Digital Footprint…
  • 41. What is a Digital Footprint • Traces left by someone’s activity in a digital environment • Passive – “Data collected about an action without any client activation” (e.g., IP information collected by a web server) • Active – “Created when personal data is released deliberately by the user for the purpose of sharing information about oneself” 20 Aug 2009.
  • 42. Assess Your Digital Footprint Google your company name. Print out the first two pages of results and save them for later.
  • 43. Google Search is Getting More Social
  • 44. Getting Your Company Ready Source:
  • 45. Your Social Media Hub Online Environment
  • 46. H. B. Fuller
  • 47. Who are your What are they B2B Targets ? engaging with? • Customers • Partners • New alliances • Community/ • Government • NGOs • Employees (current, future)
  • 48. Prepare Social Networking Profiles Consistency • Avatar or photo • Keywords • 140 characters • 100 words • novel
  • 49. Who’s on LinkedIn? • 65 million Professionals • Avg income $109k • Avg age 37 - 52 • Executives from all Fortune 500 companies are LinkedIn members. • Entrepreneurs – 31% • Executives – 18% • Decision Makers – 42% *From Advertising
  • 50. Why Should You Be On Linkedin? • Acquire new customers • Locate vendors to outsource services • Build your industry network • Find peers in your respective industries • Share unique blog content • Keep an eye on your competition • Become thought leader of your industry
  • 51. How Do I Get Started? • Create Your Profile with keywords • Add connections • Set preferences • Invite friends and colleagues • Join groups with your prospects and competitors • Invite people from your Niche • Ask and answer questions 3 Degrees Separation (Kevin Bacon)
  • 52. Should I Be Marketing on Facebook? Yes! Facebook is the #1 social destination Surpassed Google as #1 Trafficked Site  More than 400 million active users  More than 1.5 million local businesses have pages on Facebook  More than 20 million users become fans of Pages each day  The Nielsen Company found the average time users spend using Facebook per month grew nearly 10%, topping seven hours
  • 53. What are they looking for? • Getting news or product updates (67%) • Having access to promotions (64%) • Viewing or downloading videos/music (41%) • Submitting opinions (36%) • Connecting with other consumers (33%) If your business has prospects on Facebook and they would find any of the above interesting, you should build a business fan page. SOURCE: Pace University study, 12/08
  • 54. Facebook Examples
  • 55. What is Twitter? Twitter is a free social networking and micro-blogging service that enables its users to send and read messages known as tweets. Tweets are text-based posts of up to 140 characters displayed on the author's profile page and delivered to the author's subscribers who are known as followers. … From Wikipedia
  • 56. Why Twitter? • Twitter has 105,779,710 registered users. New users are signing up at the rate of 300,000 per day. • 180 million unique visitors come to the site every month. • 75% of Twitter traffic comes from outside (i.e. via third party applications.) • Twitter gets a total of 3 billion requests a day via its API. • Twitter's search engine receives around 600 million search queries per day.
  • 57. Look and Listen • Monitor twitter for a few days • Add your first few tweets • Don’t sell • Engage in conversations • Use • Download twitter desk client (Seesmic, Tweetdeck, Twirl)
  • 58. Twitter Works
  • 59. Social Video • Use video for blogs and websites, facebook, twitter • Create a YouTube channel • Syndicate Your Videos • Use videos for events, special services, customer service, how-to
  • 60. Video Examples
  • 61. Video is Simple & Engaging One of the most powerful ways to reach mass audiences and engage them online is with video.
  • 62. Social Media Can Increase Your Customer Touchpoints