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

1. Social Media Sales vs. Marketing
Channelnext West
Presented by Humphrey Ho – Principal Digital Strategist
Agile Dudes Inc.

2. @itshumphrey
Submit a Question!

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. Strategy and Services Products
Managed IT Services
Whitelabel Social Networks
Mobile Strategy & Development

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. 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. 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. 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. 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)

11. B2B & Social
Media – Key
Benefits
Extend
Relationships
Expand Reach
Professional
Communities
Increase
WOM
Thought
Leadership
Reduce
Marketing
Spend

12. 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

13. 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

14. • 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

15. 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

16. 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

17. 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

18. 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

19. 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”

20. 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

21. 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

22. 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

23. 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

24. Agile Dudes Inc.
60 Adelaide Street East
Toronto, Ontario M5C 3E4
416-203-3380
www.agiledudes.com
@agiledudes
agiledudes.com/thoughts

25. Join us @ the Speed
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