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B2B Social Media Made Easy

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Presentation created by Shaun Rowland ( @shaunrowland ) and delivered at Reading Room event in Melbourne on 11th April. …

Presentation created by Shaun Rowland ( @shaunrowland ) and delivered at Reading Room event in Melbourne on 11th April.
www.readingroom.com.au

More in: Business , Technology
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Transcript

  • 1. The problem
  • 2. HAVE TRADITIONALLYBEEN FOCUSED ON
  • 3. OF B2B MARKETER’S BUDGETS IN 2011 WERE
  • 4. NARROW AUDIENCE, NOT SCALABLELIMITED INFLUENCE IN THE ACTUAL(NOT PERCEIVED) DECSION MAKINGPROCESSNO LONG TERM ENGAGEMENT
  • 5. Social is for consumer brands - WRONG
  • 6. PERCENTAGE OF B2B MARKETERS WHO USE VARIOUS SOCIAL MEDIA SITES TO DISTRIBUTE CONTENT LINKEDIN 83% 71% TWITER 80% 74% FACEBOOK 80% 70% YOUTUBE 61% 56% GOOGLE + 39% 13% PINTEREST 26% N/A SLIDESHARE 23% 20% VIMEO 12% N/A FLICKR 10% 10% STUMBLE UPON 10% N/A FOURSQUARE 8% N/A INSTAGRAM 7% N/A TUMBLR 7% N/A QUORA 6% 2012 N/A 2011 0 20 40 60 80 100 2013 B2B CONTENT MARKETING BENCHMARKS – NORTH AMERICA: CMI/MARKETINGPROFS
  • 7. Think your sales people have the most influence on your customers?
  • 8. WHAT INFLUENCES B2B PURCHASE DECISIONS WOM 84% SALESPERSON 60% WEBSITES 59%PRINT PUBLICATIONS 58% VARS 55% IN-PERSON EVENTS 45% ANALYSTS 48% SOCIAL MEDIA 46% EMAIL 41% WEB EVENTS 40%INTERACTIVE MEDIA 30% BLOGS 24% SOURCE: FORRESTER RESEARCH
  • 9. WOM is social
  • 10. 100%90% 91%80%70% 70%60% 59%50% 55% 58% 48%40% 43% 37%30%20% 24% 20%10% 17% 0% 5% CREATORS CRITICS COLLECTORS JOINERS SPEC TATORS INACTIVES B2B BUYERS US ONLINE ADULTS SOURCE: FORRESTER RESEARCH
  • 11. CEOINFLUENCER INFLUENCER INFLUENCER SOCIAL
  • 12. OF B2B BUYERS ARE ACTIVELYUSING SUPPLIER-PRODUCEDCONTENT & SOCIAL MEDIA INORDER TO SPEED UP THEIRPURCHASING DECISIONS. Lead Creation, Australia’s Social Media Presence 2012
  • 13. OF BUSINESS BUYERS BELIEVE ALLCOMPANIES SHOULD HAVE ASOCIAL MEDIA PRESENCE. THEINTERNET IS THE C-SUITE’S TOPINFORMATION RESOURCE(74% OF C-LEVEL EXECUTIVES SAY IT’S VERY VALUABLE)
  • 14. OF C-LEVEL EXECUTIVES SAIDTHEY PREFER TO LOCATEINFORMATION THEMSELVES
  • 15. MOST DECISIONSARE MADE(OR COMES TO YOUR TRADE SHOW)
  • 16. START THE BUYING PROCESS ONTHE WEB Lead Creation, Australia’s Social Media Presence 2012
  • 17. TURN TO PEER REVIEWS ANDSOCIAL MEDIA(74% OF C-LEVEL EXECUTIVES SAY IT’S VERY VALUABLE)
  • 18. DON’T CONTACT A SOLUTIONPROVIDER UNTIL AFTERESTABLISHING A LIST OFPREFERRED VENDORS VIA ONLINERESEARCH
  • 19. GROWING ROLE OF SOCIAL
  • 20. FOLLOWED GROUP DISCUSSIONSTO LEARN ABOUT A TOPIC http://www.slideshare.net/G3Com/2012-b2b-buyer-behavior-survey-report
  • 21. CONNECTED WITH THOUGHTLEADERS THROUGH SOCIALNETWORKS
  • 22. POSTED QUESTIONS ON SOCIALNETWORKING WEBSITES
  • 23. SOCIAL CAN
  • 24. SOCIAL WORKS BECAUSESocial works because relationships are between people, not businesses
  • 25. PERSON TOPERSON
  • 26. OK, I’MCONVINCED
  • 27. DEVELOP A
  • 28. THE MEDIUM ISN’T THE MESSAGE
  • 29. THE content explosion is upon us The ISUPON US
  • 30. PERSONALITYUSEFULNESSRELEVANCEFORMAT
  • 31. DEVELOP EDITORIAL CALENDARSTHAT ALIGN WITH YOUR OTHERMARKETING ACTIVITY
  • 32. CONTENT IS NO GOOD IN AGIVE YOUR AUDIENCES THEABILITY TO
  • 33. INTEGRATE
  • 34. WE GIVE YOU AMAZINGCONTENT.YOU GIVE US YOUR EMAILADDRESS, FOLLOW US ORLIKE US
  • 35. MAKE YOUR
  • 36. STOP GIVING RESPONSIBILITY FORSOCIAL TO THE PA AND ADMIN TEAM.IDENTIFYGIVE THEM CONTROL, HELP THEMSPREAD THEIR ENTHUSIASM.
  • 37. SENIOR
  • 38. PEOPLE LISTEN TO AUTHORITY. CEOSWANT TO SPEAK TO CEOS. (EVEN IN SOCIAL)IDENTIFY SENIOR SOCIALCHAMPIONS. PROMOTE THEM.
  • 39. REASSIGN THE
  • 40. ON SOCIAL AND CONTENTON SHORT TERM LEAD GEN ACTIVITIES
  • 41. INFLUENCE THE
  • 42. SENIOR EXECS DON’T HAVE TIME FORSOCIAL, BUTTARGET THEM WITH
  • 43. CHANNEL
  • 44. WHERE DO YOUR AUDIENCES LIVE?WHAT CONTENT IS APPROPRIATE FORWHICH CHANNEL?(AND MOBILE SITE) IS STILL VITALLYIMPORTANT.
  • 45. 3 EXAMPLES
  • 46. @shaunrowlandwww.readingroom.com.au
  • 47. http://www.flickr.com/photos/thinkgeoenergy/455402277 http://www.sxc.hu/photo/10950724/ http://www.flickr.com/photos/mayoi/2725187070/http://www.flickr.com/photos/seeminglee/3969199420/ http://www.flickr.com/photos/booleansplit/8482641188/http://www.flickr.com/photos/jdhancock/6023780563/ http://www.flickr.com/photos/42931449@N07/681248163http://www.flickr.com/photos/ajourneyroundmyskull/5641 5/424634/ http://www.flickr.com/photos/ben_grey/4582294721/http://www.flickr.com/photos/benhosking/5076568979/ http://www.flickr.com/photos/evanblaser/5489246278/http://www.flickr.com/photos/darwinbell/313220327/ http://www.flickr.com/photos/seier/2348583304/http://www.flickr.com/photos/flatworldsedge/5204343926 http://www.sxc.hu/photo/314542/ http://www.flickr.com/photos/foxypar4/913591946/http://www.flickr.com/photos/x- http://www.flickr.com/photos/proimos/4045973322/ray_delta_one/4042346885/ http://www.flickr.com/photos/peasap/935756569/http://www.flickr.com/photos/lyza/49545547/ http://www.flickr.com/photos/68751915@N05/673617082http://www.flickr.com/photos/dyrkwyst/5319624060/ 7/http://www.sxc.hu/photo/1206728 http://www.sxc.hu/photo/432895http://www.sxc.hu/photo/1215912 http://www.sxc.hu/photo/546229http://www.flickr.com/photos/zigazou76/4482734462/size http://www.flickr.com/photos/nostri-imago/3137422976/s/o/in/photostream/ http://www.flickr.com/photos/tanaka_juuyohhttp://www.sxc.hu/photo/1070609 6820481598/http://www.flickr.com/photos/veryveryquiet/4231240019/ http://www.flickr.com/photos/walkingsf/6159680639/http://www.flickr.com/photos/waltstoneburner/79465815 http://www.flickr.com/photos/jdhancock/3574716051/22/http://www.flickr.com/photos/gozalewis/3351035736/http://www.flickr.com/photos/waltstoneburner/7946581522/