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Using Social media in b2b marketing


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Join SalesFUSION for an in-depth look at the trends driving the use of Social Media in b2b marketing and lead generation. Explore how companies are putting social media networks to use for their …

Join SalesFUSION for an in-depth look at the trends driving the use of Social Media in b2b marketing and lead generation. Explore how companies are putting social media networks to use for their demand generation efforts, resulting in higher inbound lead flow.

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  • 1. Social Media sanity tour
    Presented by:
    Kevin Miller – EVP Marketing/Sales – SalesFUSION
    Session Audio Starts at 2PM EST
  • 2. Prevailing social media strategy in b2b…
    I tweet
    You tweet
    We all tweet for
    …..who knows what?
  • 3. About SalesFUSION
    • SaaS Marketing Automation Solution
    • 4. Support B2B and retail customers
    • 5. Platform for driving all lead/demand generation
    • 6. HQ – Atlanta GA – Offices in PA/CA
    • 7. Focus on integrating marketing/sales
    • 8. Embedded demand generation for CRM
    • 9. Customers/partners operating in 11 countries
  • Speaker
    Kevin Miller – EVP Marketing & Sales – SalesFUSION
    • 17 Years database/direct marketing & CRM
    • 10. Retail & B2B
    • 11. Principle at SalesFUSION
  • What we’ll cover today
    • Properly defining social media
    • 12. Trends in the expansion of social media use
    • 13. Social for Retail versus Social for B2B
    • 14. Social Sanity – the value of social activities
    • 15. Social CRM introduction & discussion
  • Twitter…..OMG….WTH? HDIGAVOOTH?
    (Translation…Oh My Gosh..What the Heck? How do I get any value out of this thing?)
    So what does Twitter do for businesses?
    Twitter is a communication platform that helps businesses stay connected to their customers. As a business, you can use it to quickly share information with people interested in your company, gather real-time market intelligence and feedback, and build relationships with customers, partners and other people who care about your company. As an individual user, you can use Twitter to tell a company (or anyone else) that you've had a great—or disappointing—experience with their business, offer product ideas, and learn about great offers.
  • 16. You can’t make this stuff up!
  • 17. The Numbers
    The stats…yeah we know…this is important
    • Fastest growing sector for Internet use is communities (5.4% in a year)
    • 18. Member communities reach more internet users (66.8%) than email (65.1%) (Nielsen “Global Faces on Networked Places”)
    • 19. By 2010 over 60% of Fortune 1000 companies will have some form of online community deployed for CRM purposes (Gartner Group – “Business Impact of Social Computing on CRM)
  • Which of the following tactics does your marketing organization use?
    Base: 249 B2B marketers at companies with 50 or more employees
    (multiple responses accepted, does not include “other”)
  • 20.
  • 21. Different subsets of Social CRM on the adoption curve
    © 2010 Altimeter Group
    Attribution-Noncommercial-Share Alike 3.0 United States
  • 22. Consumer versus B2B
    • Manage the brand
    • 23. Engage with consumers in a social atmosphere – Facebook, Twitter, Communities
    • 24. Protect the brand
    • 25. Respond to crisis
    • 26. Then – New Coke– (days and weeks)
    • 27. Now – GAP Logo – (hours and days)
    • 28. The end-result is the same
    • 29. Consumers “owning the brand” is not a result of social media – it only accelerates the result
    • 30. Focus groups
    • 31. Viral Marketing – YouTube
    • Manage the brand
    • 32. Engage with buyers – LinkedIn, Communities & Blogs
    • 33. Empower employees to socially prospect (their own FB, Twitter, LinkedIn)
    • 34. Applicability of many social outlets still unclear
    • 35. Social publishing of b2b content
    • 36. Apply sharing widgets to content
    • 37. Identify “sharing advocates”
    • 38. Data appending
    • 39. CRM Record – linking to social profiles
    • 40. Targeted advertising – LinkedIn, Facebook – Same model as PPC
    • 41. Monitor customer service issues
  • Now the Sanity Part!
    How do we actually USE social media and make it pay off?
  • 42. The low down….what’s useful to you?
    The UF rating system (yes, I made this up)
    1-star = don’t tell your boss your doing it
    2-stars = moderately useful – ROI is a pipedream but still work experimenting
    3-stars = useful – ROI and lead tracking is probable over time
    4-stars = don’t tell your boss your NOT doing this
  • 43. Practical application of b2b social media marketing
    Social monitoring – what it does
    • Monitor what is being said about your company
    • 44. Monitor re-tweets
    • 45. Monitor blog posts
    Who does it?
    How can I use it to help B2B Sales/Marketing?
    • Find people blogging about you – reach out and provide more content
    • 49. Find out who’s tweeting about you – follow and push additional content
    • 50. Measure the pervasiveness of your publishing effots
  • Social Media Posting – Twitter/Facebook/LinkedIn
    Who should do it?
    • Sales?
    • 51. Marketing?
    • 52. Individuals or corporate or both?
    What should you post and where?
    • Events (webinars/trade shows)
    • 53. Press
    • 54. Website updates
    How can I use it to help B2B Sales/Marketing?
    • Drive attendance to webinars with group-relevant posts in LinkedIn
    • 55. Use tweets to create a relevant following within your industry – provide regular updates
    • 56. Create a Facebook company page for customers
    • 57. Create a LinkedIn group for prospects/customers to share ideas
  • 58. Social Sharing Widgets
    What are they?
    • Widgets (code) affixed to outbound or inbound content such as email campaigns, landing pages, web pages, blogs
    How are they used?
    • Allow marketing campaign recipients to share your content
    • 59. Track and manage “advocates”
    • 60. Trigger nurture campaigns to high-value advocates
    How can I use it to help B2B Sales/Marketing?
    • Extend the reach of your campaigns
    • 61. Identify advocates of your content
    • 62. Identify viable networks to promote other stuff
    Zero effort
    Trackable metrics
  • 63. Social network advertising
    What is it?
    • PPC-Style campaigns on networks such as LinkedIn and Facebook
    • 64. Ads based on profile targeting
    • 65. Metrics tracking-very similar to AdWords
    How can I use it to help B2B Sales/Marketing?
    • This is probably the exclusive domain of retail-based ad targeting
    • 66. Limited to non-existent stats on who is seeing your ad based on profile metrics
    • 67. Do you click on ads in FB? LI?
    Un-baked cookie dough – first bite tastes good but eating too much makes you sick
  • 68. Social network publishing
    What is it?
    • Content publishing and tracking in social network sites and social b2b publishing sites
    • 69. Pushing of PDF and html-based content to relevant sites
    What sites?
    • PR Sites – Stumbleupon, technorati, Digg….etc
    • 70. Publishing sites – Focus, Customerthink (many more depending on your market)
    • 71. LinkedIn, Twitter, FB
    How will it help sales and marketing
    • Corporate exposure on key sites
    • 72. SEO
    • 73. Thought leadership
    • 74. Direct leads & trackable ROI with the right tools
  • Social network publishing continued
    What is it?
    • Re-purposing existing marketing collateral
    • 75. Put ppt and white papers to new (free) use
    • 76. Indexing in google and other search engines
  • Social network publishing continued
    Key points
    • Any content may be published
    • 77. Trackable – using web forensics
    • 78. Linked to future site visits
    • 79. Back-traced when suspects convert to leads to opportunities
    • 80. ROI-driven approach
  • Social Publishing
    A direct marketers version of social media
    • Data, Metrics, Response Rates, ROI…..if you don’t have it or can’t prove it….call the “branding department”
    • 81. Make any content available for publishing in networks
    • 82. Track in-bound traffic via network & referring domain
    • 83. Match traffic to leads – track through to CRM/Opportunity
    Track & convert
  • 84. Blogging
    What is it?
    • Separate page or site (blogger/word press) that is updated more frequently than your website with casual content
    How to use it?
    • Brief articles, 1000-3000 word blurbs
    • 85. Establish individual or corporate thought leadership
    • 86. Embedded inbound links
    • 87. Hub for other social publishing sites (FB, Twitter, LinkedIn)
    • SEO
    • 88. Direct leads
    • 89. Hub for other social publishing
    • 90. Guest blogging on other industry sites
    • 91. Blog pickups – your blog promoted in other blogs
    • 92. Create loyal following
  • Extending social media reach
    Microsoft Outlook Integration
    • Append/link to social networks via MS Outlook
    • 93. Native integration to Dynamics
    • 94. Connectors such as SalesFUSION – link web activity and social posting to Outlook
  • Establishing ROI for Social Media
    What is needed?
    • Web analytics and web visitor tracking
    • 95. Ability to track referring domains to web visits to leads/contacts in CRM
    • 96. Back-tracing of leads once they self-identify
    Measures to consider
    • Monthly web visits – establish pre-social baseline
    • 97. Visits by network/domain
    • 98. Self-identified leads with originating referring domain – trackable to CRM
    • 99. Social advocate tracking
    • 100. Leads by network – for discrete campaigns (webinars in LinkedIn)
    • You have to tie the original posting to inbound traffic – which is then tied to a self-identified lead in cases where no form is required
    • 101. What social assets should be tied to a lead capture form?
  • Building a model for consistent publishing/posting
    What and Where
    • Establish a baseline of sites where you will publish content
    • 102. Establish daily/weekly/monthly update schedule
    • 103. Frequency determined by your selected sites and amount of content
    • 104. Assign internal publishers (marketing, sales, technology, support, executive)
    Assigning publisher roles
    • Marketing – control and manage corporate-level posting (blog/twitter/FB…etc)
    • 105. Sales – option to post in twitter/LinkedIn ….Facebook?????
    • 106. Support – post in customer oriented groups
    • 107. Executive – Blog, Social publishing sites (Customer Think…etc)
    • 108. Content management and distribution – Marketing should control
    • Sales posting – determine personal versus business sites
    • 109. Policy establishment – HR/Legal
    • 110. Branding – control the message
    • 111. Training – develop a training program for all involved that reinforces policy
  • Visitor Tracking ties everything together
    • Beginning of social CRM
    • 112. Information gathered may be used for Trigger/Nurture campaigns
  • Social CRM – you thought you were confused before
    • What data goes in?
    • 113. Is the data relevant
    • 114. Sales and Service data delineation
    • 115. Data appending versus social activity
    • 116. Is there a plan for using the information
    • 117. Will the effort pay off?
    • 118. Should this be a priority?
  • Practical application of social media CRM integration
    iFrames for linking external data to lead/contact/account entities
    • Social marketing – Who is accessing our site, assets, blogs….and from where
    • 119. Social publishing – push marketing – assets sharing
    • 120. Social data appending – networking scraping/listening – profile capture, import
    • 121. Reputation monitoring
  • Social media sanity tour…continued
    Social CRM
    Practical application and implications for use
    Thursday, December 2 @ 2EST
  • 122. Questions?
    See a demonstration of IttyBitty
    Learn more about us online