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

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

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

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