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Social Media Sales vs. Marketing
Channelnext West
Presented by Humphrey Ho – Principal Digital Strategist
Agile Dudes Inc.
@itshumphrey
Submit a Question!
Principal Social Media Strategist
Clients:
60 Dudes and Dudettes based in T.O
Speaking | Bootcamps | Consulting
Humphrey H...
Strategy and Services Products
Managed IT Services
Whitelabel Social Networks
Mobile Strategy & Development
Did you know?
72% of Internet users are
part of one social network
– that’s 940 million users!
(Insites Consulting)
18% in...
The Way We Communicate
Baby Boomers
(1964 or earlier)
•7 hours a day on a PC
•1.1 hours a day on an
iPhone or Blackberry
•...
General Rules of B2B and Social Media
• Social media tools are just that...tools
– It’s all in the strategy and implementa...
Marketing and social media
• American Red Cross - $5 million dollars for Haiti in less than
72 hours
• Ford – 2010 marketi...
Social Media Tools At-A-Glance
• Blogs
– Corporate, Individual, Public (Ulitzer)
• Wikis
– Product/Solution Enabling
• Soc...
B2B & Social
Media – Key
Benefits
Extend
Relationships
Expand Reach
Professional
Communities
Increase
WOM
Thought
Leadersh...
Relationship Building
• Two-way, real-time nature of social media
enable highly personal brand experience
• B2B executives...
Expand your Network
• Identify new business
leads and partners who
pull your content
• Monitor online
conversations, trend...
• Build professional
communities, or join
an existing one!
• Share insights, answer
questions, provide
third-party referra...
Increase Third-Party Influence
• Encourage Word-of-Mouth
feedback
• Build referral programs by
providing a platform for
in...
Provide Thought Leadership
• Leverage multimedia
channels to give
expertise
• Gain exposure through
exchanging knowledge
w...
B2B Sales and Social Media
• Safenet – $1 million in direct revenue
from LinkedIn IT Security Community
• Vocus - $500,000...
Things to Consider in Social Media
(and how we can help...)
• Readiness Audit
• Social Media Monitoring
• Online Community...
Social Media Best Practices
• Useful content – helpful and knowledgeable
• Comment and reply
• KISS (Keep it Simple...)
• ...
Twitter Tips
• 74 million Tweeple, 50 million tweets
• Use as an outpost
• Re-tweet others that have similar content
• #ha...
Expand ReachFacebook Tips
• 400 million users, 30% activity about brands
• Understand your fan base
• Focus groups, survey...
Expand Reach
Thought
LeadershipLinkedIn Tips
• 100 million members, 33% over 45
• Build Thought Leadership – Answer questi...
Social Media Strategy – The Pre-List
Standardize Nomenclature
Centralize Assets
Purpose of each social media tool
Identify...
Agile Dudes Inc.
60 Adelaide Street East
Toronto, Ontario M5C 3E4
416-203-3380
www.agiledudes.com
@agiledudes
agiledudes.c...
Join us @ the Speed
Introductions for a Demo of:
•Managed IT Services
•Remote PC + Mac
Maintenance
•End-user PC Management...
Channelnext West Banff Sales Vs Marketing
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Channelnext West Banff Sales Vs Marketing

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

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  • Insert logos!
  • 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
  • Transcript of "Channelnext West Banff Sales Vs Marketing"

    1. 1. Social Media Sales vs. Marketing Channelnext West Presented by Humphrey Ho – Principal Digital Strategist Agile Dudes Inc.
    2. 2. @itshumphrey Submit a Question!
    3. 3. Principal Social Media Strategist Clients: 60 Dudes and Dudettes based in T.O Speaking | Bootcamps | Consulting Humphrey Ho CAPM | MBA | H.BSc. @itshumphrey Agiledudes.com/thoughts Linkedin.com/in/humphreyho
    4. 4. Strategy and Services Products Managed IT Services Whitelabel Social Networks Mobile Strategy & Development
    5. 5. Did you know? 72% of Internet users are part of one social network – that’s 940 million users! (Insites Consulting) 18% increase in revenue for companies using social media 6% decrease in revenue for companies NOT using social media (Eric Qualmann, 2009) 57% of US workers use social media once a week for business purposes (IDC State of Social Business 2009) 33% of adults use social networks for professional purposes (Forrester Research – Conversations Get Onto the Ladder 2010)
    6. 6. The Way We Communicate Baby Boomers (1964 or earlier) •7 hours a day on a PC •1.1 hours a day on an iPhone or Blackberry • Receive 69 emails a day •24% befriend clients on social networking sites •28% are likely to blog about work •14% access social networking sites from work Generation X (1965 – 1979) •7.8 hours a day on a PC •1.7 hours a day on an iPhone or Blackberry •Receive 63 emails a day •44% befriend clients on social networking sites •42% are likely to blog about work •39% access social networking sites from work Generation Y (1980 or later) •8.5 hours a day on a PC •4 hours a day on an iPhone or Blackberry •Receive 40 emails a day •47% befriend clients on social networking sites •43% are likely to blog about work •62% access social networking sites from work Lexis Nexis Technology Gap Survey April 09 All generations agree - the line between professional and personal life is blurring
    7. 7. 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
    8. 8. 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 solely using 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
    9. 9. Social Media Tools At-A-Glance • Blogs – Corporate, Individual, Public (Ulitzer) • Wikis – Product/Solution Enabling • Social Networks – Linkedin, Facebook, MySpace • Microblogging – Twitter, FriendFeed • Forums/Groups – Google Groups, open knowledge sharing • Online Video – YouTube, blip.tv, Vimeo • File Sharing / Podcasting – Scribd, Slideshare • User Community – Private knowledge sharing • Bookmarking – Digg, Delicious, Reddit • WOM (Word of Mouth)
    10. 10. B2B & Social Media – Key Benefits Extend Relationships Expand Reach Professional Communities Increase WOM Thought Leadership Reduce Marketing Spend
    11. 11. Relationship Building • Two-way, real-time nature of social media enable highly personal brand experience • B2B executives can interact directly with prospects and customers Extend Relationships
    12. 12. Expand your Network • Identify new business leads and partners who pull your content • Monitor online conversations, trending topics • Use social media as an outpost Expand Reach
    13. 13. • Build professional communities, or join an existing one! • Share insights, answer questions, provide third-party referrals • Knowledge- sharing...good place to build thought leadership! Tap Professional CommunitiesProfessional Communities
    14. 14. 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
    15. 15. 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
    16. 16. 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
    17. 17. 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 • Mobile • Multimedia Channels • Social Media Blueprint
    18. 18. 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”
    19. 19. Twitter Tips • 74 million Tweeple, 50 million tweets • Use as an outpost • Re-tweet others that have similar content • #hashtags! • Setup a tweet schedule • Integrate with other social media properties Expand Reach Thought Leadership Increase WOM
    20. 20. Expand ReachFacebook Tips • 400 million users, 30% activity about brands • Understand your fan base • Focus groups, surveying, technographics • Run incentive promotions • Integrate into other web properties Reduce Marketing Spend Extend Relationships
    21. 21. Expand Reach Thought LeadershipLinkedIn Tips • 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 Professional Communities
    22. 22. Social Media Strategy – The Pre-List Standardize Nomenclature Centralize Assets Purpose of each social media tool Identify internal/external resources Time/Schedules? Policies/Rules of Engagement Business Objectives
    23. 23. Agile Dudes Inc. 60 Adelaide Street East Toronto, Ontario M5C 3E4 416-203-3380 www.agiledudes.com @agiledudes agiledudes.com/thoughts
    24. 24. 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:
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