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How to make the most of social media as a b2 b marketing tool redd marketing - sept 2011

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  • 1. How to Make the Most of Social Media as a Marketing ToolLeigh HopwoodB2B Technology Marketing Consultant21 September 2011
    Website www.reddmarketing.co.uk
    Email leigh@reddmarketing.co.uk
    Call 07746 249132
    LinkedIn /leighhopwood
    Twitter @leighhopwood
    Facebook ReddMarketing
    Skype leighhopwood
  • 2. Why it matters to us…
    69% of B2B buyers use social networks “primarily for business networking and development.”*1
    90% of B2B companies are using LinkedIn or Facebook*2
    88% of B2B companies have a Twitter presence; 77% display a LinkedIn page*3
    21% of B2B companies can consistently demonstrate ROI from social media investment*4
    46% of companies using Twitter, LinkedIn, Facebook or a company blog acquired a customer from that channel in 2010*5
    23% of technology purchasers are active content contributors on social media*6
    *1Source: KnowledgeStorm
    *2,3,4Source: B2B Marketing Social Media Benchmarking Report 2011
    *5Source: HubSpot’s The State of Inbound Marketing 2010
    *6Source: IDG Knowledge Hub
  • 3. Why it matters to us…
  • 4. Why it matters to us…
  • 5. Examples
  • 6. Why it matters to us…
    Direct interaction with your target audience
    Potential to build your network and beneficial relationships
    Real time delivery of communications
    Message amplification
    Opportunity for a B2B technology company to be humanised
    Your business can win business, improve customer relations, improve brand reputation, increase operational efficiencies...
  • 7. How to make social media work
    Understand the platforms
    What’s available; Blog, LinkedIn, Twitter, Facebook, YouTube…
    Where is your audience engaged?
    Have a clear reason
    Brand awareness and/or positioning
    Thought leadership
    Interaction with audience
    Lead generation
    Driving website traffic
    SEO
    Building communities; internal and/or external
  • 8. How to make social media work
    Publish a social media policy
    Who is authorised to publish content?
    What are the guidelines?
    Approval processes
    Persona’s; corporate and individuals
    Consequences of unauthorised activity
    Plan for the long term
    Ensure consistent and continued use of the platform
    The right people onboard; CXO’s, Directors and experts
    Processes in place to write and deliver content
    Integrate social media into your marketing
    Align marketing messages
    Plan it
  • 9. How to make social media work
    Tell your audience
    Promote your platforms on email signatures, adverts, other social media sites, newsletters, emails, PR
    Measure platform effectiveness
    Is each platform delivering on its objective?
    Fine tune, keep up to date
    Build internal confidence
    Encourage sharing of content
    New customers from social media channels
    Number of followers
    Impact on the market/audience
  • 10. Winning formula
  • 11. Q
    A
    &