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PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
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PRSA Seminar, 10/17/10

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Conventional wisdom says that social media is not appropriate for B-to-B marketing —conventional wisdom is wrong. Across the corporate landscape, businesses ranging from banks to high-tech firms to …

Conventional wisdom says that social media is not appropriate for B-to-B 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.

In this seminar, you will learn about:
* Sophisticated applications, such as social networks and customer co-creation.
* B-to-B social media marketing, beyond blogs.
* What innovators are doing to effect results in the B-to-B space.

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  • 1. B2B Social Media: The Quiet Giant<br />Paul Gillin, Author<br />The New Influencers<br />Secrets of Social Media Marketing<br />Social Marketing to the Business Customer<br />
  • 2. The Media in Collapse<br />Average age of US daily newspaper reader: 57<br />Reduction in US newsroom staffs since 2001: 45%<br />US Magazine Circulation<br />Growth in NBC prime time audience, 2008: -14.3%<br />Age of average network evening news viewer: 63<br />
  • 3. New Media Facts<br /><ul><li>Facebook is the fastest growing consumer product in history
  • 4. Word-of-mouth marketing spending will hit $3B by 2013
  • 5. 93% of B2B buyers use search to begin the buying process
  • 6. Direct-mail spending is expected to decline nearly 40% by 2014
  • 7. 80% of IT decision-makers say word of mouth is their most important source when making buying decisions
  • 8. Google Processes 38,000 search queries every second</li></ul>Survey of 105 Marketers, April, 2010<br />
  • 9. The Way It Was<br />
  • 10. The Way It’s Going<br />
  • 11. Cut Out the Middleman<br />Today, you can take your message directly to your constituents without relying upon media intermediaries<br />And why would you not want to do that?<br />
  • 12. If You’re Not Helping, <br />They’re Not Listening<br />
  • 13. Share Everywhere: Clickable Gurus<br />
  • 14. <ul><li>Value-drive decision-making
  • 15. Group consensus
  • 16. “Bet the business”
  • 17. Long-term relationships
  • 18. Audience is knowledgeable, engaged, serious
  • 19. Intense need for information</li></ul>How is B2B Different?<br />
  • 20. Calling All Stakeholders<br />
  • 21. Let’s Define Our Terms<br />Social Media is a set of online tools that your constituents use to communicate with groups of friends or people with similar interests. They include:<br /><ul><li>Blogs
  • 22. Microblogs
  • 23. Social Networks
  • 24. Media-Sharing
  • 25. Forums
  • 26. Shared Workspaces
  • 27. Multi-user games
  • 28. Social news
  • 29. Virtual worlds
  • 30. Community reviews
  • 31. Social bookmarking</li></ul>Survey of 105 Marketers, April, 2010<br />
  • 32. New World Prospecting<br />OUTBOUND <br />Bottom-up lead gen<br />Enhanced lead qualification<br />Multiple points of engagement<br />INBOUND <br />SEO<br />Blogs<br />Twitter<br />Content Premiums<br />Word of Mouth<br />
  • 33. Tools for the Funnel<br />Impression<br />White paper | eBook<br />Analyst report | Publication<br />Blog | Article | Tweet | Podcast<br />Sales<br />Lead<br />Quality Contact<br />Case study | Video testimonial<br />Guided tour | Product demo<br />Webinar | Press coverage<br />Glossary | ROI calculator<br />Prospect<br />Free trial/Consultation<br />Help desk | Chat | Forum<br />Training | Usage tips <br />Contact information<br />Customer<br />Source: NowSpeed Marketing, Inc.<br />
  • 34. But is the Funnel Still Valid?<br />Source: Monitor<br />
  • 35. Just One Guy<br />Estimated monthly traffic: 73,000<br />Google Indexed pages: 6,490<br />Alexis ranking: Top .12%<br />Inbound links: 850,771<br />Del.icio.us bookmarks: 1,776<br />New York Times citations: 115<br />Computerworld citations: 146<br />InformationWeek citations: 89<br />Newsletter subscribers: 150,000<br />
  • 36. Mainstays of Social Media<br />BtoB Magazine Survey of 387 Marketers, April, 2010<br />
  • 37. Social Media Adoption by Year, All Platforms <br />Survey of 105 Marketers, April, 2010<br />
  • 38. Start With the Business<br />Tactics<br />Tools<br />Measurement<br />Business Goal<br /><ul><li>Hire Tech Freelancers
  • 39. List Rentals
  • 40. Create CoTweet Account
  • 41. Increase PR Budget
  • 42. Hire E-mail Marketing Firm
  • 43. Initiate Blogger Relations Program</li></ul>Generate 30% More Leads<br /><ul><li>Publish Six New White Papers
  • 44. Initiate Monthly Webcasts
  • 45. Sponsor Microsite on TechTarget
  • 46. Build Targeted Twitter List (500)
  • 47. Dedicated Monthly E-mail Blast
  • 48. Promote To Trade Publications
  • 49. List in Tech Directories
  • 50. Increase Webcast/White Paper Reg’s by 60%
  • 51. Increase Traffic to WP Landing Pages 120%
  • 52. Increase 800-Number Calls by 80%</li></ul>Review and Revise<br />
  • 53. Use Social Media To…<br /><ul><li>Test Messages
  • 54. Capture Leads
  • 55. Strengthen Relationships
  • 56. Identify Topics
  • 57. Generate Content
  • 58. Gather Feedback</li></li></ul><li>Customer & Competitive Intelligence<br />TweetMeme<br />TwitScoop<br />Google Trends<br />Social Tools Can Help You Choose Topics for Your Communications<br />Most E-mailed<br />Survey of 105 Marketers, April, 2010<br />
  • 59. Gather Feedback<br /><ul><li>Test messages to a community
  • 60. Limited offers
  • 61. Private or closed-group discussion
  • 62. Brand ambassador programs
  • 63. Competitive intelligence</li></li></ul><li>Other Ways to Generate Content<br /><ul><li>Barter blogger posts
  • 64. Ask a question, feature best answers
  • 65. Bookmark and republish favorite tweets
  • 66. Invite photos, videos and stories
  • 67. Poll and promote
  • 68. Ask feedback and cherry pick
  • 69. Plant seed questions and invite debate</li></ul>Survey of 105 Marketers, April, 2010<br />
  • 70. Thought Leadership<br />
  • 71. Advise and Inform<br />
  • 72. Generate Content<br />“Rubbermaid saw a 5% incremental increase in conversion for review readers, compared to those who do not read reviews. In addition, review readers are 62% more likely to continue to engage.”<br />--BazaarVoice Case Study<br />
  • 73. Humanize Interactions<br />Trust Equation: People Relate Differently to Humans Than They Do To Brands<br />(So Let Your People Go)<br />
  • 74. Survey of 105 Marketers, April, 2010<br />
  • 75. Blogging for Business<br />73 blogs<br />17 bloggers<br />600% jump in leads<br />Top quality<br />“Get engineers talking to engineers and get everyone else out of the middle.”<br />Rick Short, Marcom Director<br />
  • 76. Link Love<br />
  • 77. Customize Message to Members<br />Hey, Bobby:<br />Dear Robert:<br />Duuuuude!<br />@bob:<br />
  • 78. Generate Leads<br />Use Every Available Channel to Promote<br />
  • 79. Use It or Lose It<br />Are You Satisfied With Twitter’s ROI?<br />Respondents Who Use Twitter<br />At Least Daily<br />All Respondents<br />BtoB Magazine Survey of 387 Marketers, April, 2010<br />
  • 80. On the Back End…<br /><ul><li>Use unique URLs in each venue
  • 81. Customize landing pages to audience
  • 82. Gather social contact information from subscribers
  • 83. Tag social content for e-mail customization</li></li></ul><li>Integration Is a Top Priority<br />37% of marketers already use e-mail to promote social networks and another 31% are planning to (Econsultancy and Adestra).<br />55% of retailers who use Twitter link to their Twitter account in their e-mail campaigns (Email Data Source and Goodmail).<br />Business executives say integrating the two channels is the fourth-most-important e-mail marketing initiative for 2010, (StrongMail) <br />Source: EMarketer<br />
  • 84. Social Media Press Room<br />Elements May Include:<br /><ul><li>Releases
  • 85. Video
  • 86. Photos
  • 87. Audio
  • 88. RSS
  • 89. Comments
  • 90. Embeds
  • 91. Downloads</li></li></ul><li>March 30<br />Prospect reaches website through search query "small business accounting," views four pages and subscribes to newsletter.<br />April 4<br />Prospect responds to e-mail invitation for "Choosing Small Business Accounting Software" webcast 30 minutes after e-mail is sent.<br />April 9<br />Prospect attends webcast, stays 45 minutes and submits a question related to legal practices.<br />April 10<br />Prospect clicks link in webcast summary e-mail to visit product description page. He downloads PDF of product brochure about software for legal practices.<br />April 12<br />Prospect downloads trial version of your small business accounting software for legal practices.<br />Oh, the Things That You Know!<br />
  • 92. What is Social CRM?<br />“Traditional CRM grew out of this need to store, track, and report on critical information about customers and prospects.<br />Social CRM is growing out of a completely different need -- the need to attract the attention of those using the Internet to find answers to business challenges they are trying to overcome.“<br />--Brent Leary in Inc. magazine<br />
  • 93. About Me<br />About Others<br />Connections<br />Social Network Essentials<br />Survey of 105 Marketers, April, 2010<br />
  • 94. The Power of 130<br />The average Facebook member has 130 friends, who each receive notifications of their network’s Facebook activities<br />
  • 95. Facebook Fan Pages<br /><ul><li>Great way to connect enthusiasts to each other
  • 96. Can be about any topic
  • 97. 99% are dead; they require care and feeding
  • 98. Can be restricted or open
  • 99. Can be visible or invisible to search engines
  • 100. Admins have permission to message members</li></ul>Survey of 105 Marketers, April, 2010<br />
  • 101. Facebook Fans<br />Repurpose media<br />Announcements<br />Feedback/testing<br />Mailing List<br />
  • 102. LinkedIn for Business<br />Active Groups…<br />…and a Distinctive Approach to Company Profiles<br />
  • 103. Many Uses for Twitter<br />
  • 104. <ul><li>Branding
  • 105. Hiring
  • 106. Traffic building
  • 107. Professional networking
  • 108. Publicity
  • 109. News
  • 110. Prospecting
  • 111. Feedback
  • 112. Peer relations
  • 113. Competitive tracking
  • 114. Search engine optimization
  • 115. Mobile visibility</li></ul>$<br />Source: Sirona Consulting<br />Uses For Twitter in Business<br />
  • 116. Don’t Just Say “Follow Us On Twitter”<br />Promote benefits of membership<br />Describe content<br />Offer multiple topical destinations<br />Embed widgets to keep people on site<br />
  • 117. Enable Conversation: Spiceworks<br />1M members<br />National user conference; multiple regional conferences<br />Points system rewards participation without payments<br />“What’s always amazed me is how much people are willing to give back.”<br />Tabrez Syed, Director of Products, Spiceworks<br />
  • 118. Be Useful: Element 14<br />Document and information exchange for electronics engineers<br />Anyone can become a designated “expert” by delivering value<br />More than 10,000 documents contributed and indexed in first six months<br />
  • 119. Spread the Message<br />Corporate website<br />Feed Aggregator<br />Partner website<br />Email Newsletter<br />
  • 120. Make Content Easy to Share<br />Promote Subscriptions Everywhere<br />
  • 121. Put Everything on Your Site<br />Always Use Your Own Domain!<br />
  • 122. ROI<br />
  • 123. Simple Equation<br />(GAIN FROM INVESTMENT - COST OF INVESTMENT)<br />ROI = <br />COST OF INVESTMENT<br />
  • 124. These are NOT ROI<br />Press coverage<br />Impressions<br />Website Visitors<br />Video views<br />Click-throughs<br />Retweets<br />Coupons distributed<br />Store visits<br />“Buzz”<br />Friends<br />Blog comments<br />Employmentapplications<br />FaceBook friends<br />Twitter followers<br />But if you can quantify their financial impact, you have ROI!<br />
  • 125. Types Of Financial Impact<br />B. Costs Avoided<br />A. Revenue<br />Anything that leads to A or B,<br />But only if you can directly equate its value<br />
  • 126. What You Need<br />Historical Metrics<br />Excellent CRM Tools and Practices<br />Clearly Understood and Applied Web Analytics<br />
  • 127. CRM Essentials<br />Must be used by everyone who touches the customer<br />Must document online, offline and landline communications<br />Must span the engagement lifecycle<br />Must enable segmentation and grouping<br />
  • 128. Web Analytics<br />Must track individual visitors<br />Must document paths to desired destinations<br />Must identify referring sources<br />You must use them<br />
  • 129. Basic Business Metrics<br />Lifetime Value of a Customer = (Longevity * Revenue) * Margin<br />𝐂𝐨𝐧𝐯𝐞𝐫𝐬𝐢𝐨𝐧 𝐑𝐚𝐭𝐞=𝐍𝐞𝐰 𝐂𝐮𝐬𝐭𝐨𝐦𝐞𝐫𝐬𝐕𝐢𝐬𝐢𝐭𝐬/𝐋𝐞𝐚𝐝𝐬<br /> <br />Value of a Lead/Visitor = <br />Visitor * Conversion Rate * Lifetime Value<br />
  • 130. Measuring the Immeasurable<br />Headline Counts<br />Lift Studies<br />Store visits<br />Speaking Invitations<br />Net Promoter Score<br />Coupons redeemed<br />Employment applications<br />If You Can Measure It, <br />You Can Calculate Its ROI<br />
  • 131. Okay, Let’s Make it Real<br />Typical customer Moe spends $10,000/year with you<br />Moe is with you for five years<br />Your profit margin is 10%<br />Lifetime value of Moe is<br />($10,000 * 5) * .1 = $5,000<br />
  • 132. Applying ROI: Value of a Visitor<br />
  • 133. Value of a Blog<br />
  • 134. Value of a Tweet<br />You send 50 tweets a month<br />This generates 1,000 visitors to your website<br />2% of your website visitors become leads<br />5% of your leads become customers<br />Therefore, the value of a tweet is: <br />(1,000 * .02 * .05 * 5000)/50 = $100<br />
  • 135. Cumulative ROI<br /><ul><li>You want to launch a customer support forum to reduce your costs of telephone support
  • 136. Estimated admin costs: ½ FTE yr 1, ¼ FTE yr 2 1/10 FTE yr 3
  • 137. Estimated savings: 1 FTE yr 1, 1.5 FTE yr 2, 2 FTE yr 3</li></li></ul><li>Thank you!<br />Site: gillin.com<br />Blog: paulgillin.com<br />Twitter: pgillin<br />Paul Gillin<br />508-656-0734<br />paul@gillin.com<br />

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