Does B2B social media marketing really work? - Lara Ermacora - #pwes3

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Does B2B social media marketing really work? - Lara Ermacora
Presentato a Pane, Web & Salame 2012
http://panewebesalame.com

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Does B2B social media marketing really work? - Lara Ermacora - #pwes3

  1. 1. DOES B2B SOCIAL MEDIA MARKETING REALLY WORK?
  2. 2. Social Business Social Business non significa solamente aggiungere pagine facebook, twitter o linkedin alle normali tecniche di marketing.
  3. 3. Social Business Customer Experience Continuum “An organization that has put in place the strategies, technologies and processes to systematically engage all the individuals of its ecosystem (employees, customers, partners, suppliers) to maximize the co-created value” - Emanuele Quintarelli -
  4. 4. What happens today? 55% delle aziende ignora i clienti che comunicano attraverso i canali sociali : 69% delle aziende B2B e il 42% delle 67% delle aziende non misura o aziende B2C. quantifica i dati provenienti dai social media – nelle aziende B2B si sale al 75. 60% delle aziende non ha una strategia integrata con i social media - Research published by Satmetrix and Netpromoter software company -
  5. 5. Why B2B is better for Social Media than B2C? CHIARA COMPRENSIONE DEI CLIENTI From: The B2B Social Meida Book
  6. 6. Why B2B is better for Social Media than B2C? PROFONDA CONOSCENZA DEGLI ARGOMENTI TRATTATI From: The B2B Social Meida Book
  7. 7. Why B2B is better for Social Media than B2C? GENERARE RICAVI MAGGIORI CON RISORSE E BUDGET RIDOTTI From: The B2B Social Meida Book
  8. 8. Why B2B is better for Social Media than B2C? VENDITE BASATE SULLE RELAZIONI From: The B2B Social Meida Book
  9. 9. Why B2B is better for Social Media than B2C? I B2B MARKETER CONOSCONO GIÀ LE TECNICHE From: The B2B Social Meida Book
  10. 10. Why B2B is better for Social Media than B2C? 1.  ESPERTI INTERNI 2.  TEAM DEDICATO 3.  STRATEGIA SUL LUNGO PERIODO 4.  CONTENUTI ADEGUATI 5.  PRONTI ALLA CONVERSAZIONE
  11. 11. IL CASO THE SOCIAL MEDIA B2B ENGAGEMENT LIFECYCLE
  12. 12. The success is in the Engagement life cycle Who? Oh you! Tell me Sign me I’m a more! up! fan! Conversat Unknow Aware ion Customer Advocate LISTEN NURTURE GENERATE
  13. 13. Listen Every good conversation starts with good listening -Unknown-
  14. 14. Listen
  15. 15. Nurture “Weve got this gift of love, but love is like a precious plant. You cant just accept it and leave it in the cupboard or just think its going to get on by itself. Youve got to keep watering it. Youve got to really look after it and nurture it.” -John Lennon-
  16. 16. Nurture CLIENTI CLIENTI CREAZIONE TEAM INTERNO MAIN TOPICS BRAINSTORMING DELLA E BISOGNI DEL STRUTTURATO CLIENTE COMMUNITY E AGENCY NURTURING TEAM AGENCY INTERNO Prima dell’evento Durante l’evento Dopo l’evento Setup Engage Nurturing
  17. 17. Generate (Return - Investment) Investment I social Media ci permettono di conoscere meglio i bisogni dei nostri prospects.
  18. 18. Generate EVENT Monitoring delle conversazioni in atto ed Ingaggio dei contatti e di informazioni utili per l’evento Lead raccolta dei main topics COMMUNITY
  19. 19. Lynden – Case Study Lynden è un’azienda di trasporti e logistica che opera in Alaska ha fatto leva su blogging, SEO e landing page. Ha avviato un proprio Blog nel 2008 e una pagina Facebook Lynden ha incrementato del 270% le richieste di preventivi usando Social media e inbound marketing
  20. 20. About me Lara Ermacora Social Media Specialist @OpenKnoweldge @arallara

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