Building the Case for B2B Social Media

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As presented at the Apple Expo Canada 2010 at my social media bootcamp. Check it out!

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Building the Case for B2B Social Media

  1. 1. Building the Case for B2B Social Media<br />AppleExpo<br />Presented by Humphrey Ho – Agile Dudes Inc.<br />
  2. 2. Principal Social Media Strategist @ Agile Dudes Inc<br />Clients:<br />Social Media & Digital Strategy<br />Online Community Management<br />Brand Eminence and Monitoring<br />Humphrey Ho<br />CAPM | MBA | H.BSc.<br />@itshumphrey<br />Agiledudes.com/thoughts<br />
  3. 3. Did you know?<br />72%of Internet users are part of one social network – that’s 940 million users! (Insites Consulting)<br />57%of US workers use social media once a week for business purposes <br />(IDC State of Social Business 2009)<br />18%increasein revenue for companies using social media<br />6%decreasein revenue for companies NOT using social media<br />(Eric Qualmann, 2009)<br />33%of adults use social networks for professional purposes<br />(Forrester Research – Conversations Get Onto the Ladder 2010) <br />The Apple Reseller Summit and AppleExpo have a Twitter Account and Blog?<br />Follow: @appleexpoHashtag: #appleexpoBlog: Appleexpo.ca/blog<br />
  4. 4. The Way We Communicate<br />All generations agree - the line between professional and personal life is blurring<br />Lexis Nexis Technology Gap Survey April 09<br />
  5. 5. General Rules of B2B and Social Media<br />Social media tools are just that...tools<br />It’s all in the strategy and implementation of such tools. B2C and B2B tools are the same!<br />B2B: Few customers drive majority of revenue<br />Encourage client-vendor collaboration using SM<br />B2B cost of acquisition 3-5x that of retention<br />Use SM to reduce costs of brand exposure<br />Target decision makers of prospective accounts<br />
  6. 6.
  7. 7. Notable companies and social media<br />American Red Cross - $5 million dollars for Haiti in less than 72 hours<br />Ford – 2010 marketing budget = 25% on social media<br />Lenovo – Reduced call centre activity 20% with Lenovo Support Community<br />VW – Launches VW GTI solelyusing social media <br />EBay – Users of online community spend 54% more<br />Burger King’s Delete 10 Friends – investment = <$50,000 impressions = $32M , press/media value = $400,000<br />Sources: Respective company news releases<br />
  8. 8. Social Media Strategy – The Pre-List<br />
  9. 9. Twitter Tips<br />Expand Reach<br />74 million Tweeple, 50 million tweets<br />Use as an outpost <br />Re-tweet others that have similar content<br />#hashtags!<br />Setup a tweet schedule<br />Integrate with other social media properties<br />Thought Leadership<br />Increase WOM<br />
  10. 10. Extend Relationships<br />Facebook Tips<br />Expand Reach<br />Reduce Marketing Spend<br />400 million users, 30% activity about brands<br />Understand your fan base<br />Focus groups, surveying, technographics<br />Run incentive promotions<br />Integrate into other web properties<br />
  11. 11. LinkedIn Tips<br />Expand Reach<br />100 million members, 33% over 45<br />Build Thought Leadership – Answer questions, post discussions, join groups<br />Share! Take advantage of LinkedIn Widgets<br />Cross-promote your profile elsewhere<br />Host “exclusive” content and seminars<br />Thought Leadership<br />Professional Communities<br />
  12. 12. Social Media Tools At-A-Glance<br />Blogs<br />Corporate, Individual, Public (Ulitzer)<br />Wikis<br />Product/Solution Enabling<br />Social Networks<br />Linkedin, Facebook, MySpace<br />Microblogging<br />Twitter, FriendFeed<br />Forums/Groups<br />Google Groups, open knowledge sharing<br />Online Video<br />YouTube, blip.tv, Vimeo<br />File Sharing / Podcasting<br />Scribd, Slideshare<br />User Community<br />Private knowledge sharing<br />Bookmarking<br />Digg, Delicious, Reddit<br />WOM (Word of Mouth)<br />
  13. 13.
  14. 14. Relationship Building<br />Extend Relationships<br />Two-way, real-time nature of social media enable highly personal brand experience<br />B2B executives can interact directly with prospects and customers<br />
  15. 15. Expand your Network<br />Expand Reach<br />Identify new business leads and partners who pull your content<br />Monitor online conversations, trending topics<br />Use social media as an outpost<br />
  16. 16. Tap Professional Communities<br />Build professional communities, or join an existing one!<br />Share insights, answer questions, provide third-party referrals<br />Knowledge-sharing...good place to build thought leadership!<br />Professional Communities<br />
  17. 17. Increase Third-Party Influence<br />Encourage Word-of-Mouth feedback<br />Build referral programs by providing a platform for interaction<br />Find brand advocates and monitor positive endorsements<br />Increase WOM<br />
  18. 18. Provide Thought Leadership<br />Leverage multimedia channels to give expertise<br />Gain exposure through exchanging knowledge with other professionals<br />Repurpose existing content for new social media platforms<br />Thought Leadership<br />
  19. 19. Reduce Marketing Spend<br />Reduce Marketing Spend<br />Safenet – $1 million in direct revenue from LinkedIn IT Security Community<br />Vocus - $500,000 revenue<br />B2B support via @vocus<br />LinkedIn participation<br />Lenovo – 20% reduction in call center activity using Lenovo Community<br />SUN – 3000 employees blog about projects – Ranked #451 website<br />
  20. 20. Things to Consider in Social Media (and how we can help...)<br />Social Media Monitoring<br />Online Community Management<br />Social Media Bootcamps<br />Public/Private Social Networks<br />Social Ready Websites<br />Mobile<br />Multimedia Channels <br />Social Media Blueprint<br />
  21. 21. Social Media Best Practices<br />Useful content – helpful and knowledgeable<br />Comment and reply<br />KISS (Keep it Simple...)<br />Linkback and Trackbacks to others<br />Be consistent – schedule updates<br />Develop a Social Media Policy<br />Have a sustainable strategy<br />Make sure you’re “social-ready”<br />
  22. 22. Agile Dudes Inc.<br />60 Adelaide Street East<br />Toronto, Ontario M5C 3E4<br />416-203-3380<br />www.agiledudes.com <br /> @agiledudes<br /> agiledudes.com/thoughts<br />

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