Social Demand Generation Kevin Kerner Managing Director Mason Zimbler, US

What we’ll cover Why Social in B2B Demand Generation? What we’ve learned An integrated view Mason Zimbler / Harte-Hanks offering

Why Social in B2B Demand Generation?

What we’ve learned

An integrated view

Mason Zimbler / Harte-Hanks offering

How B2B Buys Recognize problem or opportunity Investigate potential solutions Define needs and/or specifications Find qualified solutions Evaluate and select solutions Make purchase and evaluate performance

Trust

Where social fits Recognize problem or opportunity Investigate potential solutions Define needs and/or specifications Find qualified solutions Evaluate and select solutions Make purchase and evaluate performance Peers / Community / Industry Resources

Where social fits Recognize problem or opportunity Investigate potential solutions Define needs and/or specifications Find qualified solutions Evaluate and select solutions Make purchase and evaluate performance Vendor Resources

Trusted Sources Changing WOM now taking place on line

Trusted Sources Changing Buyers will increasingly view online sources as the most convenient way to find trusted information

Some basic social “truths” You’re customers are already there. Increasingly, they prefer to be there. If you aren’t there, it will be increasingly hard to be found… or seen as credible .

You’re customers are already there.

Increasingly, they prefer to be there.

If you aren’t there, it will be increasingly hard to be found… or seen as credible .

Best in class trends 68% have process for monitoring social media / conversations 50% have dedicated resources devoted to social media marketing 61% have online community platforms

68% have process for monitoring social media / conversations

50% have dedicated resources devoted to social media marketing

61% have online community platforms

Listen Engage Monitor

Listening Context What’s the extent of existing market conversations? Who is doing the talking? Who are the authorities in the conversation? Where are the conversations? Blogs/forums/social networks/ review sites etc.? What is the volume of comments generated? How has it changed/ is it changing? How networked are our audiences? Content What can we learn about attitudes towards particular brands/products/topics? Is sentiment positive, negative or neutral? Do our target audiences express a need? Is there an absence of discussion around certain topics or themes? What is the scope to affect the influencers?

Context

What’s the extent of existing market conversations?

Who is doing the talking? Who are the authorities in the conversation?

Where are the conversations? Blogs/forums/social networks/ review sites etc.?

What is the volume of comments generated?

How has it changed/ is it changing?

How networked are our audiences?

Content

What can we learn about attitudes towards particular brands/products/topics?

Is sentiment positive, negative or neutral?

Do our target audiences express a need?

Is there an absence of discussion around certain topics or themes?

What is the scope to affect the influencers?

Engage – What we’ve learned Channel, End-Users, Influencers… Know social platforms and social media Integrate and leverage internal and external content Acknowledge how users consume information along the sales process Don’t ignore SEO Connect to lead generation mechanism

Channel, End-Users, Influencers…

Know social platforms and social media

Integrate and leverage internal and external content

Acknowledge how users consume information along the sales process

Don’t ignore SEO

Connect to lead generation mechanism

Connecting Social Efforts Mobile app linking to vendor community portal Webinar with industry insider speaker / tweetup Facebook app linking to exclusive online content Third party, sponsored articles linking to vendor site Thought leadership and events promotion linking back to vendor site Targeted advertising to promote industry event Linking industry influencers /ratings to prospects via communities

Microsoft Social Example Social Monitoring Targeted Email Social Ads / Seeding Camp Network Listening Platform

Microsoft Social Example Unique open rate: 33%; unique click-through rate: 8.5% Total views: 6000+ 591,200 MPN visits; 193,959 MPN page views; 13,629 MPN site visitors 300% increase in Partner Network Members Camp Network

Unique open rate: 33%; unique click-through rate: 8.5%

Total views: 6000+

591,200 MPN visits; 193,959 MPN page views; 13,629 MPN site visitors

300% increase in Partner Network Members

What we do Listen Engage Monitor Design of B2B social objectives, strategies and tactics Creation and production of online and offline programs / lead management processes Ongoing monitoring and management of integrated / social programs

What we do Listen Engage Monitor Global Technology / B2B Data Content Marketing and Research Global Response / Lead Management Practice

Kevin Kerner @kjkaustin www.mzl.com Thank You