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B2B Social Media Marketing - Really!

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Conventional wisdom says that social media isn’t appropriate for business-to-business marketing. Conventional wisdom is wrong. Across the corporate landscape,businesses ranging from banks to high-tech …

Conventional wisdom says that social media isn’t appropriate for business-to-business marketing. Conventional wisdom is wrong. Across the corporate landscape,businesses ranging from banks to high-tech firms to plumbing supplies are successfully applying social media tools to connect with customers, channel partners and suppliers. As they grow more confident with the tools, they’re experimenting with sophisticated applications like social networks and customer co-creation. Learn what the innovators are doing and how you can apply the techniques in your communication programs.

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  • Thanks. Glad you like the profile. Once you really think through how B2B differs from B2C, the contrasts are striking.
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  • Great presentation, Paul. The section on 'How is B2B Different' definitely resonates with us, e.g. a knowledgeable audience that has an intense need for information.
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  • 1. B2B Social Media Marketing – Really! Paul Gillin, Author The New Influencers Secrets of Social Media Marketing Social Marketing to the Business Customer
  • 2.  Objectives ◦ Create awareness for new mainframe value proposition ◦ Increase mainframe awareness with college students  Results ◦ >250,000 views of first episode ◦ Blog traffic increased 25x ◦ Analyst, press, blogger coverage
  • 3. Page 3 The Media in Collapse 2001 2009 Change Woman’s Day 1.61M 410,000 -74% Redbook 556,300 154,600 -72% Playboy 522,800 203,200 -71% Country Living 380,200 134,900 -64% Nati Enquirer 1.65M 591,300 -64% Reader’s Digest 750,000 270,000 -64% ESPN Magazine 54,350 25,200 -63% US Magazine Circulation 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 1994 1997 2000 2003 2006 2009 US Newspaper Business Circulation (000) Revenues Average age of US daily newspaper reader: 57 Reduction in US newsroom staffs since 2001: 45% Growth in NBC prime time audience, 2008: -14.3% Age of average network evening news viewer: 63
  • 4. Page 4 Half of Facebook members log on every day, after which, they they:  Post 60 million status updates  Upload 3 million photos  Stay for 55 minutes Over on YouTube:  2 billion viewers stop by every day  And upload 24 hours of video each minute  While using as much bandwidth as the entire Internet used in 2000 On Twitter:  There are 600 million searches daily  300,000 new members sign up each day  50,000 third-party applications ahve been developedGoogle New Media Facts Somewhat negative 2% Neutral 16% Somewhat positive 46% Very positive 36% Perceived ROI of the Company's Social Media Activities Survey of 105 Marketers, April, 2010
  • 5. Influence Inversion
  • 6. The New Media Landscape Marathon schedule http://bit.ly/w aCMc Shared bread pudding w/ @skydiver at Mother's. My life is now complete. How to Write a 1 Minute Video Marketing Script http://ow.ly/17 xJE I'm at Palm Beach International Airport (PBI, West Palm Beach). http://4sq.com/4GeL z0 Best press photos of 2009 http://om.ly/f NhW I can't find my good black pants. Comparing Top Chef Masters Restaurants #topchef http://is.gd/8q4hN How To Get Well Prepared For The Website Creation. http://bit.ly/aTitVC
  • 7. Page 7 Just One Guy Estimated monthly traffic: 73,000 Google Indexed pages: 6,490 Alexis ranking: Top .12% Inbound links: 850,771 Del.icio.us bookmarks: 1,776 New York Times citations: 115 Computerworld citations: 146 InformationWeek citations: 89 Newsletter subscribers: 150,000
  • 8. Page 8 The Way It Was
  • 9. Page 9 The Way It’s Going
  • 10. Page 10
  • 11. Page 11 • Value-drive decision-making • Group consensus • “Bet the business” • Long-term relationships • Audience is knowledgeable, engaged, serious • Intense need for information How is B2B Different?
  • 12. Page 12 If You’re Not Helping, They’re Not Listening
  • 13. Page 14 Cut Out the Middleman Today, you can take your message directly to your constituents without relying upon media intermediaries And why would you not want to do that?
  • 14. Page 15 Thought Leadership
  • 15. Page 16 Advise and Inform
  • 16. Page 18 Blogging for Business 73 blogs 17 bloggers 600% jump in leads Top quality “Get engineers talking to engineers and get everyone else out of the middle.” Rick Short, Marcom Director
  • 17. Page 19 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Facebook Twitter YouTube LinkedIn Blogging Value of Each Social Media Platform Least important 2 3 4 Most important Mainstays of Social Media BtoB Magazine Survey of 387 Marketers, April, 2010
  • 18. Page 20 Today, You Must Be Everywhere 0 25 50 75 100 Value of Specific Marketing Communications Programs – Video Games Public Relations Internet Word of Mouth/Viral In-store/ Point of Sale Direct response advertising Social Networking Mobile Marketing General Advertising Search Engine Marketing Sales Promotion Event Marketing Sponsorship Branded Entertainment 10 of 14 Tactics Valued Higher Than 50%
  • 19. Page 21 0 100 200 300 400 500 600 700 800 900 1000 Before 2006 2007 2008 2009 New Cumulative Survey of 105 Marketers, April, 2010 Social Media Adoption by Year, All Platforms
  • 20. Page 22 Source: Monitor Prepared For Anything
  • 21. Page 23 Link Love
  • 22. Page 24 Spread the Message Corporate website Feed Aggregator Partner website Email Newsletter
  • 23. Page 25 Spread the Message Elements May Include: • News Releases • Video • Photos • Audio • RSS • Comments • Embeds • Downloads
  • 24. Page 26 AskPatty’s Syndication Wizardry  10M quarterly impressions  100-fold amplification of blog/Web content  CEO developing side business as automotive social media consultant “My inbox is overflowing every day with people who want speakers, partnerships, training and certifications.” -Jody DeVere, CEO • Syndication partners include TwitterMoms, BlogHer, Parenthood.com, SheKnows • Articles automatically posted to bookmarking sites, multiple Facebook fan pages • Spokesperson for Rain-X Division of Shell Oil, Mobil1 division of Exxon/Mobil • Hired for 12-part video series on AutoNet TV
  • 25. Page 27 • Branding • Hiring • Traffic building • Professional networking • Publicity • News • Prospecting • Feedback • Peer relations • Competitive tracking • Search engine optimization • Mobile visibility Source: Sirona Consulting Uses For Twitter in Business
  • 26. Page 28 Share Everywhere: Clickable Gurus Goal Generate Leads Tactic Build awareness by sharing domain knowledge Metric s Unique visits; Online mentions; Referrals; Conversions Result s 2,000% increase in site visitors 300% improvement in buzz index 50% increase in customers 400% increase in ad billings
  • 27. Page 29 Thank you! Paul Gillin 508-656-0734 paul@gillin.com Site: gillin.com Blog: paulgillin.com Twitter: pgillin

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