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Channelnext West Banff Sales Vs Marketing



Channelnext Social Media and B2B presentation in Banff, October 25-26, 2010

Channelnext Social Media and B2B presentation in Banff, October 25-26, 2010



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  • THINGS TO THINK ABOUT – B2C or B2B marketing, B2B or B2C sales? This requires training of different group of stakeholders within the organization to use a variety of tools. Frequently this means that there needs to be a coordinated social media strategy and sustainable staffing/job descriptions in place to handle a sustained SM initiative

Channelnext West Banff Sales Vs Marketing Channelnext West Banff Sales Vs Marketing Presentation Transcript

  • Social Media Sales vs. Marketing
    Channelnext West
    Presented by Humphrey Ho – Principal Digital Strategist
    Agile Dudes Inc.
  • Submit a Question!
  • Principal Social Media Strategist
    60 Dudes and Dudettes based in T.O
    Speaking | Bootcamps | Consulting
    Humphrey Ho
    CAPM | MBA | H.BSc.
  • Strategy and Services
    Whitelabel Social Networks
    Managed IT Services
    Mobile Strategy & Development
  • Did you know?
    72%of Internet users are part of one social network – that’s 940 million users! (Insites Consulting)
    57%of US workers use social media once a week for business purposes
    (IDC State of Social Business 2009)
    18%increasein revenue for companies using social media
    6%decreasein revenue for companies NOT using social media
    (Eric Qualmann, 2009)
    33%of adults use social networks for professional purposes
    (Forrester Research – Conversations Get Onto the Ladder 2010)
  • The Way We Communicate
    All generations agree - the line between professional and personal life is blurring
    Lexis Nexis Technology Gap Survey April 09
  • General Rules of B2B and Social Media
    Social media tools are just that...tools
    It’s all in the strategy and implementation
    B2C and B2B tools are the same!
    B2B: Few customers drive majority of revenue
    Encourage client-vendor collaboration using SM
    B2B cost of acquisition 3-5x that of retention
    Use SM to reduce costs of brand exposure
    Target decision makers of prospective accounts
  • Marketing and social media
    American Red Cross - $5 million dollars for Haiti in less than 72 hours
    Ford – 2010 marketing budget = 25%on social media
    Lenovo – Reduced call centre activity 20% with Lenovo Support Community
    VW – Launches VW GTI solelyusing social media
    EBay – Users of online community spend 54% more
    Burger King’s Delete 10 Friends – investment = <$50,000 impressions = $32M , press/media value = $400,000
    Sources: Respective company news releases
  • Social Media Tools At-A-Glance
    Corporate, Individual, Public (Ulitzer)
    Product/Solution Enabling
    Social Networks
    Linkedin, Facebook, MySpace
    Twitter, FriendFeed
    Google Groups, open knowledge sharing
    Online Video
    YouTube, blip.tv, Vimeo
    File Sharing / Podcasting
    Scribd, Slideshare
    User Community
    Private knowledge sharing
    Digg, Delicious, Reddit
    WOM (Word of Mouth)
  • Relationship Building
    Extend Relationships
    Two-way, real-time nature of social media enable highly personal brand experience
    B2B executives can interact directly with prospects and customers
  • Expand your Network
    Expand Reach
    Identify new business leads and partners who pull your content
    Monitor online conversations, trending topics
    Use social media as an outpost
  • Tap Professional Communities
    Build professional communities, or join an existing one!
    Share insights, answer questions, provide third-party referrals
    Knowledge-sharing...good place to build thought leadership!
    Professional Communities
  • Increase Third-Party Influence
    Encourage Word-of-Mouth feedback
    Build referral programs by providing a platform for interaction
    Find brand advocates and monitor positive endorsements
    Increase WOM
  • Provide Thought Leadership
    Leverage multimedia channels to give expertise
    Gain exposure through exchanging knowledge with other professionals
    Repurpose existing content for new social media platforms
    Thought Leadership
  • B2B Sales and Social Media
    Safenet – $1 million in direct revenue from LinkedIn IT Security Community
    Vocus - $500,000 revenue
    B2B support via @vocus
    LinkedIn participation
    Lenovo – 20% reduction in call center activity using Lenovo Community
    SUN – 3000 employees blog about projects – Ranked #451 website
  • Things to Consider in Social Media (and how we can help...)
    Readiness Audit
    Social Media Monitoring
    Online Community Management
    Social Media Bootcamps
    Public/Private Social Networks
    Social Ready Websites
    Multimedia Channels
    Social Media Blueprint
  • Social Media Best Practices
    Useful content – helpful and knowledgeable
    Comment and reply
    KISS (Keep it Simple...)
    Linkback and Trackbacks to others
    Be consistent – schedule updates
    Develop a Social Media Policy
    Have a sustainable strategy
    Make sure you’re “social-ready”
  • Twitter Tips
    Expand Reach
    74 million Tweeple, 50 million tweets
    Use as an outpost
    Re-tweet others that have similar content
    Setup a tweet schedule
    Integrate with other social media properties
    Thought Leadership
    Increase WOM
  • Extend Relationships
    Facebook Tips
    Expand Reach
    Reduce Marketing Spend
    400 million users, 30% activity about brands
    Understand your fan base
    Focus groups, surveying, technographics
    Run incentive promotions
    Integrate into other web properties
  • LinkedIn Tips
    Expand Reach
    100 million members, 33% over 45
    Build Thought Leadership – Answer questions, post discussions, join groups
    Share! Take advantage of LinkedIn Widgets
    Cross-promote your profile elsewhere
    Host “exclusive” content and seminars
    Thought Leadership
    Professional Communities
  • Social Media Strategy – The Pre-List
  • Agile Dudes Inc.
    60 Adelaide Street East
    Toronto, Ontario M5C 3E4
  • Join us @ the Speed Introductions for a Demo of:
    • Managed IT Services
    • Remote PC + Mac Maintenance
    • End-user PC Management
    • 24/7 call-in support
    • Used by: