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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
    Paul Gillin, Author
    The New Influencers
    Secrets of Social Media Marketing
    Social Marketing to the Business Customer
  • 2. The Media in Collapse
    Average age of US daily newspaper reader: 57
    Reduction in US newsroom staffs since 2001: 45%
    US Magazine Circulation
    Growth in NBC prime time audience, 2008: -14.3%
    Age of average network evening news viewer: 63
  • 3. New Media Facts
    • 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
    Survey of 105 Marketers, April, 2010
  • 9. The Way It Was
  • 10. The Way It’s Going
  • 11. 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?
  • 12. If You’re Not Helping,
    They’re Not Listening
  • 13. Share Everywhere: Clickable Gurus
  • 14.
    • 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
    How is B2B Different?
  • 20. Calling All Stakeholders
  • 21. Let’s Define Our Terms
    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:
    Survey of 105 Marketers, April, 2010
  • 32. New World Prospecting
    OUTBOUND
    Bottom-up lead gen
    Enhanced lead qualification
    Multiple points of engagement
    INBOUND
    SEO
    Blogs
    Twitter
    Content Premiums
    Word of Mouth
  • 33. Tools for the Funnel
    Impression
    White paper | eBook
    Analyst report | Publication
    Blog | Article | Tweet | Podcast
    Sales
    Lead
    Quality Contact
    Case study | Video testimonial
    Guided tour | Product demo
    Webinar | Press coverage
    Glossary | ROI calculator
    Prospect
    Free trial/Consultation
    Help desk | Chat | Forum
    Training | Usage tips
    Contact information
    Customer
    Source: NowSpeed Marketing, Inc.
  • 34. But is the Funnel Still Valid?
    Source: Monitor
  • 35. 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
  • 36. Mainstays of Social Media
    BtoB Magazine Survey of 387 Marketers, April, 2010
  • 37. Social Media Adoption by Year, All Platforms
    Survey of 105 Marketers, April, 2010
  • 38. Start With the Business
    Tactics
    Tools
    Measurement
    Business Goal
    • 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
    Generate 30% More Leads
    • 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%
    Review and Revise
  • 53. Use Social Media To…
  • Customer & Competitive Intelligence
    TweetMeme
    TwitScoop
    Google Trends
    Social Tools Can Help You Choose Topics for Your Communications
    Most E-mailed
    Survey of 105 Marketers, April, 2010
  • 59. Gather Feedback
    • Test messages to a community
    • 60. Limited offers
    • 61. Private or closed-group discussion
    • 62. Brand ambassador programs
    • 63. Competitive intelligence
  • Other Ways to Generate Content
    • 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
    Survey of 105 Marketers, April, 2010
  • 70. Thought Leadership
  • 71. Advise and Inform
  • 72. Generate Content
    “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.”
    --BazaarVoice Case Study
  • 73. Humanize Interactions
    Trust Equation: People Relate Differently to Humans Than They Do To Brands
    (So Let Your People Go)
  • 74. Survey of 105 Marketers, April, 2010
  • 75. 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
  • 76. Link Love
  • 77. Customize Message to Members
    Hey, Bobby:
    Dear Robert:
    Duuuuude!
    @bob:
  • 78. Generate Leads
    Use Every Available Channel to Promote
  • 79. Use It or Lose It
    Are You Satisfied With Twitter’s ROI?
    Respondents Who Use Twitter
    At Least Daily
    All Respondents
    BtoB Magazine Survey of 387 Marketers, April, 2010
  • 80. On the Back End…
    • 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
  • Integration Is a Top Priority
    37% of marketers already use e-mail to promote social networks and another 31% are planning to (Econsultancy and Adestra).
    55% of retailers who use Twitter link to their Twitter account in their e-mail campaigns (Email Data Source and Goodmail).
    Business executives say integrating the two channels is the fourth-most-important e-mail marketing initiative for 2010, (StrongMail)
    Source: EMarketer
  • 84. Social Media Press Room
    Elements May Include:
  • March 30
    Prospect reaches website through search query "small business accounting," views four pages and subscribes to newsletter.
    April 4
    Prospect responds to e-mail invitation for "Choosing Small Business Accounting Software" webcast 30 minutes after e-mail is sent.
    April 9
    Prospect attends webcast, stays 45 minutes and submits a question related to legal practices.
    April 10
    Prospect clicks link in webcast summary e-mail to visit product description page. He downloads PDF of product brochure about software for legal practices.
    April 12
    Prospect downloads trial version of your small business accounting software for legal practices.
    Oh, the Things That You Know!
  • 92. What is Social CRM?
    “Traditional CRM grew out of this need to store, track, and report on critical information about customers and prospects.
    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.“
    --Brent Leary in Inc. magazine
  • 93. About Me
    About Others
    Connections
    Social Network Essentials
    Survey of 105 Marketers, April, 2010
  • 94. The Power of 130
    The average Facebook member has 130 friends, who each receive notifications of their network’s Facebook activities
  • 95. Facebook Fan Pages
    • 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
    Survey of 105 Marketers, April, 2010
  • 101. Facebook Fans
    Repurpose media
    Announcements
    Feedback/testing
    Mailing List
  • 102. LinkedIn for Business
    Active Groups…
    …and a Distinctive Approach to Company Profiles
  • 103. Many Uses for Twitter
  • 104. $
    Source: Sirona Consulting
    Uses For Twitter in Business
  • 116. Don’t Just Say “Follow Us On Twitter”
    Promote benefits of membership
    Describe content
    Offer multiple topical destinations
    Embed widgets to keep people on site
  • 117. Enable Conversation: Spiceworks
    1M members
    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
  • 118. Be Useful: Element 14
    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
  • 119. Spread the Message
    Corporate website
    Feed Aggregator
    Partner website
    Email Newsletter
  • 120. Make Content Easy to Share
    Promote Subscriptions Everywhere
  • 121. Put Everything on Your Site
    Always Use Your Own Domain!
  • 122. ROI
  • 123. Simple Equation
    (GAIN FROM INVESTMENT - COST OF INVESTMENT)
    ROI =
    COST OF INVESTMENT
  • 124. These are NOT ROI
    Press coverage
    Impressions
    Website Visitors
    Video views
    Click-throughs
    Retweets
    Coupons distributed
    Store visits
    “Buzz”
    Friends
    Blog comments
    Employmentapplications
    FaceBook friends
    Twitter followers
    But if you can quantify their financial impact, you have ROI!
  • 125. Types Of Financial Impact
    B. Costs Avoided
    A. Revenue
    Anything that leads to A or B,
    But only if you can directly equate its value
  • 126. What You Need
    Historical Metrics
    Excellent CRM Tools and Practices
    Clearly Understood and Applied Web Analytics
  • 127. CRM Essentials
    Must be used by everyone who touches the customer
    Must document online, offline and landline communications
    Must span the engagement lifecycle
    Must enable segmentation and grouping
  • 128. Web Analytics
    Must track individual visitors
    Must document paths to desired destinations
    Must identify referring sources
    You must use them
  • 129. Basic Business Metrics
    Lifetime Value of a Customer = (Longevity * Revenue) * Margin
    𝐂𝐨𝐧𝐯𝐞𝐫𝐬𝐢𝐨𝐧 𝐑𝐚𝐭𝐞=𝐍𝐞𝐰 𝐂𝐮𝐬𝐭𝐨𝐦𝐞𝐫𝐬𝐕𝐢𝐬𝐢𝐭𝐬/𝐋𝐞𝐚𝐝𝐬
     
    Value of a Lead/Visitor =
    Visitor * Conversion Rate * Lifetime Value
  • 130. Measuring the Immeasurable
    Headline Counts
    Lift Studies
    Store visits
    Speaking Invitations
    Net Promoter Score
    Coupons redeemed
    Employment applications
    If You Can Measure It,
    You Can Calculate Its ROI
  • 131. Okay, Let’s Make it Real
    Typical customer Moe spends $10,000/year with you
    Moe is with you for five years
    Your profit margin is 10%
    Lifetime value of Moe is
    ($10,000 * 5) * .1 = $5,000
  • 132. Applying ROI: Value of a Visitor
  • 133. Value of a Blog
  • 134. Value of a Tweet
    You send 50 tweets a month
    This generates 1,000 visitors to your website
    2% of your website visitors become leads
    5% of your leads become customers
    Therefore, the value of a tweet is:
    (1,000 * .02 * .05 * 5000)/50 = $100
  • 135. Cumulative ROI
    • 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
  • Thank you!
    Site: gillin.com
    Blog: paulgillin.com
    Twitter: pgillin
    Paul Gillin
    508-656-0734
    paul@gillin.com

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