Getting to Grips with Social Media in B-to-B Marketing Co-presenters: Mairi Burns, Director of Client Services Dunthorpe Marketing Group Ryan Lewis, President Bonfire Social Media Web Seminar: June 18, 2009

Agenda Setting context Definition What your peers think The direct marketer’s dilemma Social media and B-to-B When social media Why social media What is social media Blogs Social networks Microblogging Where to use it Who’s using it and how: case studies and samples Questions

Setting context

Definition

What your peers think

The direct marketer’s dilemma

Social media and B-to-B

When social media

Why social media

What is social media

Blogs

Social networks

Microblogging

Where to use it

Who’s using it and how: case studies and samples

Questions

Social Media Marketing Definition ‘ Social Media ’ is the practice of facilitating a dialogue and sharing content between companies, influencers, prospects and customers, using various online platforms including blogs, professional and social networks, video and photo sharing, wikis, forums and related Web 2.0 technologies ‘ Social Media Marketing ’ is about engaging the prospect or customer in conversation in a way that provides mutual value. It is about collaboration between people; everyone participating and sharing information Source: MarketingSherpa 2009 Social Media Marketing and PR Benchmark Guide

‘ Social Media ’ is the practice of facilitating a dialogue and sharing content between companies, influencers, prospects and customers, using various online platforms including blogs, professional and social networks, video and photo sharing, wikis, forums and related Web 2.0 technologies

‘ Social Media Marketing ’ is about engaging the prospect or customer in conversation in a way that provides mutual value. It is about collaboration between people; everyone participating and sharing information

Source: MarketingSherpa 2009 Social Media Marketing and PR Benchmark Guide

What your peers think Social media provoking change Nearly 70% of marketing and PR professionals agree that social media is changing the way their company will communicate in 2009 Social media gets the biggest increase in marketing spend in 2009 Half of the market will be increasing their social media marketing spend (Only social media and email to in-house lists get the biggest vote for increases) Real cost is the time it takes to implement activity: whether that means outsourced labor or in-house salaries Source: MarketingSherpa 2009 Social Media Marketing and PR Benchmark Guide

Social media provoking change

Nearly 70% of marketing and PR professionals agree that social media is changing the way their company will communicate in 2009

Social media gets the biggest increase in marketing spend in 2009

Half of the market will be increasing their social media marketing spend (Only social media and email to in-house lists get the biggest vote for increases)

Real cost is the time it takes to implement activity: whether that means outsourced labor or in-house salaries

Source: MarketingSherpa 2009 Social Media Marketing and PR Benchmark Guide

Adoption by B-to-B technology decision makers 90% participate in Video 80% participate in Blogs 80% participate in Wikis 69% participate in Social Networks "primarily for business networking and development“ 53% participate in Podcasts Source:KnowledgeStorm

90% participate in Video

80% participate in Blogs

80% participate in Wikis

69% participate in Social Networks "primarily for business networking and development“

53% participate in Podcasts

Source:KnowledgeStorm

What your marketing peers think What’s stopping companies adopting social media tactics? Lack of knowledgeable staff (46%) Inability to measure ROI (43%) Lack of budget funding (33%) Management resistance (32%) Technical complexity (18%) Not relevant to market (14%) Source: MarketingSherpa 2009 Social Media Marketing and PR Benchmark Guide

What’s stopping companies adopting social media tactics?

Lack of knowledgeable staff (46%)

Inability to measure ROI (43%)

Lack of budget funding (33%)

Management resistance (32%)

Technical complexity (18%)

Not relevant to market (14%)

Source: MarketingSherpa 2009 Social Media Marketing and PR Benchmark Guide

The Direct Marketer’s Dilemma The most effective tactics are the hardest to measure

Social When to Use Media

Social Media and B-to-B Marketing Digital and traditional tactics are being mixed into integrated marketing programs (augmenting traditional media rather than replacing it) as another ‘touch point’ Some traditional tactics are still highly effective for lead generation: executive events and telemarketing (Source: B-to-B Marketing in 2009, Forrester) Social media marketing works well to engage in a dialogue with prospects – to establish your voice and share valuable, neutral educational information There’s no doubt social media marketing supports brand awareness, increases SEO rankings and website traffic. But all these activities impact demand generation either directly or indirectly. Brand awareness and demand generation are not mutually exclusive. Its application for lead generation is still evolving

Digital and traditional tactics are being mixed into integrated marketing programs (augmenting traditional media rather than replacing it) as another ‘touch point’

Some traditional tactics are still highly effective for lead generation: executive events and telemarketing (Source: B-to-B Marketing in 2009, Forrester)

Social media marketing works well to engage in a dialogue with prospects – to establish your voice and share valuable, neutral educational information

There’s no doubt social media marketing supports brand awareness, increases SEO rankings and website traffic. But all these activities impact demand generation either directly or indirectly. Brand awareness and demand generation are not mutually exclusive.

Its application for lead generation is still evolving

When Compelling content builds thought leadership Response immediacy 2 way conversations and tapping the customer knowledge Enables customers to help customers Engages prospects through customer evangelism Turn a cold call into a warm call (target research) Activity translates into a perception of vibrancy

Compelling content builds thought leadership

Response immediacy

2 way conversations and tapping the customer knowledge

Enables customers to help customers

Engages prospects through customer evangelism

Turn a cold call into a warm call (target research)

Activity translates into a perception of vibrancy

Social Why Media

Why? The Rise Of Online and Social Media Number of internet devices in 2008: 1 billion (1,000 in 1984) 60% of Americans use social media Of that 60% another 59% interact with businesses on their sites 41% said businesses should solicit feedback on products and services 37% said businesses should develop new ways for consumers to interact with their brand 25% said businesses should market to clients 93% of social media users feel a business should have a presence in social media because they are better served with direct contact. More people use Social Media than email as of March 2009 Facebook has over 200,000,000 active members (5 th largest country) Twitter has over 32,000,000 active members

The Rise Of Online and Social Media

Number of internet devices in 2008: 1 billion (1,000 in 1984)

60% of Americans use social media

Of that 60% another 59% interact with businesses on their sites

41% said businesses should solicit feedback on products and services

37% said businesses should develop new ways for consumers to interact with their brand

25% said businesses should market to clients

93% of social media users feel a business should have a presence in social media because they are better served with direct contact.

More people use Social Media than email as of March 2009

Facebook has over 200,000,000 active members (5 th largest country)

Twitter has over 32,000,000 active members

Social What is Media

Company hosted Blog or Blogger, Wordpress, Etc. Controlled content Company knowledge bank Lead generator (reserved release) SEO Thought leadership Tapping internal talent BLOGS

Company hosted Blog or Blogger, Wordpress, Etc.

Controlled content

Company knowledge bank

Lead generator (reserved release)

SEO

Thought leadership

Tapping internal talent

SOCIAL NETWORKS Insidefacebook: 45% of the social network’s U.S. users are ages 26 and older, and nearly 25% are over age 34 Average user has 120 friends Over 200,000,000 active users Integrates with Salesforce Countless free tools Average Age: 41 Household Income $109,703 College Grad: 80.1% Business Decision Maker 49% C-Level Executives 7.8% Purchased Computer Hardware or software for their business in the last year: 30%

Insidefacebook: 45% of the social network’s U.S. users are ages 26 and older, and nearly 25% are over age 34

Average user has 120 friends

Over 200,000,000 active users

Integrates with Salesforce

Countless free tools

Average Age: 41

Household Income $109,703

College Grad: 80.1%

Business Decision Maker 49%

C-Level Executives 7.8%

Purchased Computer Hardware or software for their business in the last year: 30%

MICROBLOGGING (in one word)... Business: Real Time Search Keyword Aggregation Customer Service “ 2” way broadcasting Casual: Celebrity Vanity Political Gaffs Personal Transparency IP Liability

Business:

Real Time Search

Keyword Aggregation

Customer Service

“ 2” way broadcasting

Casual:

Celebrity Vanity

Political Gaffs

Personal Transparency

IP Liability

Positive Example Twitter Response Advertisements Video Blog

Pitfalls

Social Where to Use Media

Where

Where (measurement-sales focus)

Where (measurement-service focus)

Social Who Uses Media

Case Study

ArcelorMittal key financials for 2007 show revenues of US$105.2 billion, with a crude steel production of 116 million tons, representing around 10% of world steel output. Video Blog Entries Brand Leadership Self Promotion Shareability Humanistic Personality Case Study

ArcelorMittal key financials for 2007 show revenues of US$105.2 billion, with a crude steel production of 116 million tons, representing around 10% of world steel output.

Video

Blog Entries

Brand Leadership

Self Promotion

Shareability

Humanistic Personality

Case Study

Case Study

Case Study As of 2007, The Dow Chemical Company is the second largest chemical manufacturer in the world by revenue. Dow is headquartered in Midland, Michigan and founded in 1897. Webcasts RSS Podcasts Dow TV YouTube

As of 2007, The Dow Chemical Company is the second largest chemical manufacturer in the world by revenue. Dow is headquartered in Midland, Michigan and founded in 1897.

Webcasts

RSS

Podcasts

Dow TV

YouTube

Case Study

3 Million in Sales Q1 2009 through Twitter Personalized Profile with Company Name YouTube Case Studies and Business advice Combustible Batteries Social Initiatives Case Study

3 Million in Sales Q1 2009 through Twitter

Personalized Profile with Company Name

YouTube Case Studies and Business advice

Combustible Batteries

Social Initiatives

How to get started 5 Basic Steps Listen and learn from the online conversation Find someone internally or someone outside the company to optimize your presence and build your profile Develop a strategy around what you have learned from listening Develop company best practices and policies Broadcast and communicate following your strategy

5 Basic Steps

Listen and learn from the online conversation

Find someone internally or someone outside the company to optimize your presence and build your profile

Develop a strategy around what you have learned from listening

Develop company best practices and policies

Broadcast and communicate following your strategy

References http:// www.americanbusinessmedia.com/abm/NewsBot.asp?MODE =VIEW&ID=2045&SnID=2016694 http://www.nytimes.com/2009/04/28/business/media/28paper.html http:// managementchords.blogspot.com http://www.techcrunch.com/2009/06/02/from-terrible-to-terrifying-newspaper-ad-sales-plummet-26-billion-in-first-quarter/

http:// www.americanbusinessmedia.com/abm/NewsBot.asp?MODE =VIEW&ID=2045&SnID=2016694

http://www.nytimes.com/2009/04/28/business/media/28paper.html

http:// managementchords.blogspot.com

http://www.techcrunch.com/2009/06/02/from-terrible-to-terrifying-newspaper-ad-sales-plummet-26-billion-in-first-quarter/

Questions?

Why Dunthorpe Marketing Group? Integrated B2B marketing program expertise Online Offline Specializes in lead generation and sales conversion programs Wide range of industry experience, with strong technology background Expertise in marketing programs supporting all stage of sales cycle Track record creating target databases Senior account and project managers Background as marketing executives at technology and financial services corporations Combine corporate experience with agency best practices Offer full range services from campaign planning and strategy through tactical execution We can plan and execute an entire marketing campaign We can plan and execute a part of your marketing campaign (p lug and play approach)

Integrated B2B marketing program expertise

Online

Offline

Specializes in lead generation and sales conversion programs

Wide range of industry experience, with strong technology background

Expertise in marketing programs supporting all stage of sales cycle

Track record creating target databases

Senior account and project managers

Background as marketing executives at technology and financial services corporations

Combine corporate experience with agency best practices

Offer full range services from campaign planning and strategy through tactical execution

We can plan and execute an entire marketing campaign

We can plan and execute a part of your marketing campaign (p lug and play approach)

Dunthorpe Marketing Group Capabilities: Integrated Marketing Services Campaign Development Positioning & Messaging Competitive Analysis Target Audience Profile Online / Advertising, SEO, SMO, Sponsorships Webinars & Seminars Telemarketing Direct Mail & Email Trade Shows Brand and Image Programs Print & Online Advertising Collateral Development Web Development Training Materials and Presentations Mail House Services Database Development In-house Telemarketing              Marketing Strategy Marketing Communications Demand Generation Tactical Execution    

Campaign Development

Positioning & Messaging

Competitive Analysis

Target Audience Profile

Online / Advertising, SEO, SMO, Sponsorships

Webinars & Seminars

Telemarketing

Direct Mail & Email

Trade Shows

Brand and Image Programs

Print & Online Advertising

Collateral Development

Web Development

Training Materials and Presentations

Mail House Services

Database Development

In-house Telemarketing

Dunthorpe Marketing Group Capabilities: Sweet Spots Campaign Development Positioning & Messaging Competitive Analysis Online / Advertising, SEO, SMO, Sponsorships Seminars & Webinars Telemarketing Direct Mail & Email Trade Shows Brand and Image Programs Print & Online Advertising Collateral Development Web Development Training Materials and Presentations Mail House Services Database Development In-house Telemarketing             Marketing Strategy Marketing Communications Demand Generation Tactical Execution    

Campaign Development

Positioning & Messaging

Competitive Analysis

Online / Advertising, SEO, SMO, Sponsorships

Seminars & Webinars

Telemarketing

Direct Mail & Email

Trade Shows

Brand and Image Programs

Print & Online Advertising

Collateral Development

Web Development

Training Materials and Presentations

Mail House Services

Database Development

In-house Telemarketing

Bonfire Social Media Capabilities Best Practices and Social Norms Blog/RSS/Profile Automation Communication Tool Instruction Corporate Twitter Integration Analytics and Traffic Sourcing Broadcasting and Keyword Optimization Social Platform Customization Wiki Page Development Social Media Optimization Keyword Analysis Competition Analysis Link Placement/Influence Page Rank Sitemap/RSS Inclusion Authoritative Targeting Social Bookmark Optimization Press Releases Web Page Indexing Search Engine Optimization

Best Practices and Social Norms

Blog/RSS/Profile Automation

Communication Tool Instruction

Corporate Twitter Integration

Analytics and Traffic Sourcing

Broadcasting and Keyword Optimization

Social Platform Customization

Wiki Page Development

Keyword Analysis

Competition Analysis

Link Placement/Influence Page Rank

Sitemap/RSS Inclusion

Authoritative Targeting

Social Bookmark Optimization

Press Releases

Web Page Indexing

Bonfire Social Media Capabilities Twitter Keyword Analysis Competitive Keyword Monitoring Response Designation and Allocation Multi User Profile Integration Conversation Management Social Norm Training/Best Practices Twitter Optimization Real-Time Keyword Analysis Consumer Response Delegation Conversation Management Influence Measurement Real -Time Share of Voice Measurement Influencer Bio Reports Brand Management & Social Media Marketing

Twitter Keyword Analysis

Competitive Keyword Monitoring

Response Designation and Allocation

Multi User Profile Integration

Conversation Management

Social Norm Training/Best Practices

Real-Time Keyword Analysis

Consumer Response Delegation

Conversation Management

Influence Measurement

Real -Time Share of Voice Measurement

Influencer Bio Reports

Thank You Please complete our webinar evaluation form Would you like a copy of this slide deck or would you like this webinar presented within your company? Mark evaluation form or send email to Mairi Burns / [email_address] If you would like to contact Mairi Burns or Ryan Lewis directly: Call 503.236.4242 Send email to [email_address] Twitter @ryanjlewis Dunthorpe Marketing Group, Inc. 8825 SE 11th Avenue, Suite 100 Portland, OR 97202 503.236.4242 p

Please complete our webinar evaluation form

Would you like a copy of this slide deck or would you like this webinar presented within your company? Mark evaluation form or send email to

Mairi Burns / [email_address]

If you would like to contact Mairi Burns or Ryan Lewis directly:

Call 503.236.4242

Send email to [email_address]

Twitter @ryanjlewis