B-to-B Social Media: A Quiet Giant

Social Media for B-to-B Commerce
Paul Gillin
Author, The New Influencers
Secrets of Social Media Marketing

Mainframe: Art of the Sale
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
Screened at Chief Sales Officer summit, Price Waterhouse sales training and other venues
Source: Tim Washer, IBM

http://bit.ly/7hk9iO
"You gotta see this video….IBM is re-positioning the mainframe as a back-to-the-future alternative. The tone of Hoey's spoof training video is in keeping with the kinder, humbler image IBM now seeks to project.”

Chaos Theory
Small Is the New Big
Less Marketing is More Marketing
Gain Control By Giving Up Control
Publication Is a Beginning, Not an End

The Media in Collapse
US Magazine Circulations
Decline in circulation of top 10 newspapers in 2008: 635,000
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

New Media Facts
Teens watch 60% less TV than their parents. They spend 600% more time online (Arthur W. Page report)
Twitter membership up 1,900% last year (Nielsen)
If Facebook was a country, it would be world’s fourth largest
% of Americans under 33 on social networking sites: 67
% over 55: 9
Word-of-mouth marketing spending to hit $3B by 2013
One-third of Americans under 40 say the Daily Show and Colbert Report are replacing traditional news outlets.

The New Media Landscape
Marathon schedule http://bit.ly/waCMc
I can't find my good black pants.
Shared bread pudding w/ @skydiver at Mother's. My life is now complete.
I'm at Palm Beach International Airport (PBI, West Palm Beach). http://4sq.com/4GeLz0
Best press photos of 2009 http://om.ly/fNhW
How to Write a 1 Minute Video Marketing Script http://ow.ly/17xJE
Comparing Top Chef Masters Restaurants #topchef http://is.gd/8q4hN
How To Get Well Prepared For The Website Creation. http://bit.ly/aTitVC

Influence
Inversion

A Case Study: Motrin Moms

Influence Inversion
Courtesy Digitas

Customer at the Center

Experience Shapes Perception
IBM Market Research, 2008

The Keyword Economy
Transition from browse to search
The click is both validation and action
Inbound vs. outbound marketing
SEO is critical to all marketing

Credibility Through Validation
Source: Elliance, Inc.

Influencer
Relations

Types of Influence
Source: Barbara French

New Influencers are…
Passionate
Opinionated
Focused
Active
Sharing

Self-Appointed Celebrities

Assessing Influence
Tags
voip, telecom, telephony, AndyAbramson, WiFi, FMC, Fixed Mobile, Convergence, CallVantage, Vonage, Skype, GizmoProject, SightSpeed, Video Conferencing, Web Conferencing, Mobivox, Truphone

Assessing Influence

Tools to Measure Influence
Bookmarking and RSS
Social Media Search
Professional networks

Influencer Relations
In B2C market, influencer relations successes include:
Molson Beer
Toro Lawnmowers
Zarafina Tea
PBS
Parents magazine
“Since 2002, this annual event has evolved into the cornerstone of SAP's influencer programs, now serving as a key event to validate SAP's transformational market strategy.”

You Are The Media

IT Pros Are Interactive
Source: Forrester Research

Match Tools to Buying Stage
Source: TechTarget

Types Of Financial Impact
Leads
Orders
Subscriptions
Upgrades
Cost avoidance
Upsells
Coupon redemptions
Investment
Cost reduction

Many Ways to Measure
Customer complaints
Website Visitors
Impressions
Positive press
Click-throughs
YouTube views
Retweets
Coupons distributed
Visitors to a brick & mortar store
Positive WOM
Delivered emails
Negative press
Negative WOM
Employment applications
Blog comments
FaceBook friends
Social mention
Twitter followers
Source: BrandBuilder

A Four-Step Process
Using Tools Without Strategy is Like Buying a Hammer and Looking for Nails
Business Goal
Measurement
Tactics
Tools
Blog
Hire PR Agency
Join Trade Groups
Video Podcasts
Customer Self-Service Site
SEO
TV Advertising
Newsletter
Hire Speaker Bureau
Facebook Fan Page
Online Customer Community
Increase Sales
Generate Leads
Improve Awareness
Create Thought Leadership
Launch Product
Counter Negative Perception
Test Ideas
Create Channels
Reduce Support Costs
Contact More Prospects
Media Relations
Educate Customers
Meet Prospective Channel Partners
Publicize Reference Accts
Move Customer Service Online
Form Trade Association
Advertise
Leads
Media Mentions
Speaking Opps
Positive Sentiment
Net Promoter Score
Customer Satisfaction
Share of Market
Service Calls
Time to Market
Channel Sales

Sample Engagement Metrics
% increase or decrease in unique visits
In the past month, what % of sessions were >5 page views
% of sessions >5 minutes in duration
% of visitors that return for more than 5 sessions
% of sessions that arrive at your site from a Google search/referral/link from your web site
% of visitors that subscribe
% of visitors that download content
% of visitors that provide an email address
Ratio of posts to comments
Source: KD Paine & Partners,
Eric Peterson

For Example…
Business Goal
Measurement
Tactics
Tools
Hire Tech Freelancers
List Rentals
Create CoTweet Account
Increase PR Budget
Hire E-mail Marketing Firm
Initiate Blogger Relations Program
Generate 30% More Leads
Publish Six New White Papers
Initiate Monthly Webcasts
Sponsor Microsite on TechTarget
Build Targeted Twitter List (500)
Dedicated Monthly E-mail Blast
Promote To Trade Publications
List in Tech Directories
Increase Webcast/White Paper Reg’s by 60%
Increase Traffic to WP Landing Pages 120%
Increase 800-Number Calls by 80%
Review and Revise

So Now the Fun Begins

Open Up
"Your goal should be to have as many people as possible be public voices of the company. Scary? If you answered yes, you don't have the right people."
Brian Kalma
Director of User Experience, Zappos
“It is the responsibility of corporate communications to support each employee’s capability and desire to be an honest, knowledgeable ambassador to customers, friends, shareowners and public officials.”
--From The Authentic Enterprise: Relationships,
Values And The Evolution Of Corporate Communications
Arthur W. Page Society, Dec., 2007

Case Study: Clickable Gurus

Blog:
Social Media’s Swiss Army Knife

The Low-Risk Option
Cheap and easy to create and update
Have distinct personal voice
Can quickly build reciprocal traffic
Excellent search engine performance
Ability to control discussion
Fast, low-cost alternative to press releases

Blogging for Business
CEO

Employee

Group

Advise and Inform

Promote

Advocate

Blogging Success Factors
A clear, preferably narrow focus
Frequent updates
Mix of short, long, light, heavy content
Aggressive links to other bloggers
Comments and trackbacks
Mixed media
Educate and discover
Personality
Prompt for comments

Have Some Fun!
OK Labs uses "social objects," or distinct icons, to create a memorable association. “It’s been a way for people to feel that they know the company before doing business with the company,” says Marti Konstant, VP of marketing

Social
Networks

360° Of Value
Needs Definition
Peer Support
Product lifecycle
Viral Marketing
Product Architecture
Iterative Development
Field Testing

About Me
About Others
Connections
Social Network Essentials

Facebook Fans
Repurpose media
Announcements
Feedback/testing
Mailing List

Facebook Fan Pages
Great way to connect enthusiasts to each other
Can be about any topic
99% are dead; they require care and feeding
Can be restricted or open
Can be visible or invisible to search engines
Admins have permission to message members

LinkedIn for Business
Active Groups…
…and a Distinctive Approach to Company Profiles

Spiceworks Community
800,000 registered users
National user conference; multiple regional conferences
Points system rewards participation without payments
“What’s always amazed me is how much people are willing to give back.”
Tabrez Syed, Director of Products, Spiceworks

Element14
Document and information exchange for electronics engineers
Anyone can become a designated “expert” by delivering value
More than 10,000 documents contributed and indexed in first six months

Microblogging

Many Uses for Twitter

Engage Popular People
1.7 million followers
473,000 followers
980,000 followers

Twitter Success Factors
Twitter can promote all your other SM activities
Share broad range of information
Make it personal
Be remarkable
Mix it up
Respond and retweet
Coordinate with others in your organization
Repeat important messages
Link!

Promoting Your Content

Social Media Press Room
Elements May Include:
News Releases
Video
Photos
Audio
RSS
Comments
Embeds
Downloads

New Publishing Lifecycle
Begins as a tweet
Becomes a blog entry
Feeds a podcast
Stokes a white paper
That gets tweeted!

Publish Everywhere
44 million members
32 million members
300 million members
1 billion daily views
1 million daily visitors
6 million daily visitors
1.5 million daily visitors
10 million members
50 million members

Secrets of Engagement
Be comfortable
Be distinctive
Be brief
Be kind
Be honest
Be offbeat
Be genuine
Be shareable
Be generous
Be funny

Thank you!
Paul Gillin
508-656-0734
paul@gillin.com
www.gillin.com
Twitter: pgillin
Subscribe to my free weekly newsletter at gillin.com
Available on Amazon or at NewInfluencers.com
Available on Amazon or at SSMMbook.com
Coming late 2010: Social Marketing to the Business Customer
By Paul Gillin & Eric Schwartzman

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B-to-B Social Media: A Quiet Giant

by Paul Gillin on Feb 16, 2010

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B-to-B Social Media: A Quiet Giant — Presentation Transcript