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B2B & Social Media
B2B & Social Media
B2B & Social Media
B2B & Social Media
B2B & Social Media
B2B & Social Media
B2B & Social Media
B2B & Social Media
B2B & Social Media
B2B & Social Media
B2B & Social Media
B2B & Social Media
B2B & Social Media
B2B & Social Media
B2B & Social Media
B2B & Social Media
B2B & Social Media
B2B & Social Media
B2B & Social Media
B2B & Social Media
B2B & Social Media
B2B & Social Media
B2B & Social Media
B2B & Social Media
B2B & Social Media
B2B & Social Media
B2B & Social Media
B2B & Social Media
B2B & Social Media
B2B & Social Media
B2B & Social Media
B2B & Social Media
B2B & Social Media
B2B & Social Media
B2B & Social Media
B2B & Social Media
B2B & Social Media
B2B & Social Media
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B2B & Social Media

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This presentation was delivered at the Calgary Marketing Club to provide an introduction to the topic of how to use social media to market a B2B company.

This presentation was delivered at the Calgary Marketing Club to provide an introduction to the topic of how to use social media to market a B2B company.

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  • Transcript

    1. Social Media & Business to Business Marketing Presented by: Sandor Kiss April 14, 2009 TeamThink Inc. [email_address] (E) www.teamthink.ca (W) 403.809.3488 (M)
    2. I hope I can trigger one idea that helps you get better results using social media. <ul><li>Overview of Social Media </li></ul><ul><li>Examining the Social Media Toolbox </li></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><li>Case Study </li></ul><ul><li>Closing Thoughts </li></ul>
    3. Social Media Overview What is it Really? Using the Web the way it was meant to be used.
    4. Social media is characterized by user/ customer centric principles. <ul><li>Make it easy for users to interact. </li></ul><ul><li>Limit the information requirements to begin the relationship. </li></ul><ul><li>Give away for free, or a whole lot less (Hulu, Epinions). </li></ul>
    5. Democracy reigns. <ul><li>Amateurs can beat the pros. </li></ul><ul><ul><li>Wikipedia </li></ul></ul><ul><li>Anyone can create content. </li></ul><ul><ul><li>Blogs </li></ul></ul><ul><li>The audience decides what matters. </li></ul><ul><ul><li>Digg </li></ul></ul><ul><ul><li>Cambrian House </li></ul></ul>
    6. Once you remove constraints NETWORKS form …
    7. … in fact crazy amount of NETWORKS.
    8. Low cost technology accelerates the formation of networks. <ul><li>Go to Vivalogo.com and you can see a list of the top 40 Free downloadable social networking software </li></ul><ul><li>No developers on your team – try Small World Labs. </li></ul><ul><ul><li>$30,000 will get you a social networking site. </li></ul></ul>
    9. The social media equation = Community. <ul><li>User Centered Principles </li></ul><ul><li>+ </li></ul><ul><li>Democratic Underpinnings </li></ul><ul><li>+ </li></ul><ul><li>Networks </li></ul><ul><li>+ </li></ul><ul><li>Enabling Technology </li></ul><ul><li>= </li></ul><ul><li>Community </li></ul>
    10. The web used to be “restrictive”. Enabling Technology User Centered Principles Democratic Underpinnings Social Networks Skill Required Barriers Censorship/Editing Not Pervasive
    11. Anyone can now create an online presence that forms into a true community. Enabling Technology User Centered Principles Democratic Underpinnings Social Networks Less Skill Required Must Have The Crowd is In Control Pervasive
    12. Social media cannot be ignored by marketers. <ul><li>“ Nearly 3 out of 4 adults currently participate </li></ul><ul><li>on the social web compared to 57% in 2007.” </li></ul>
    13. Social media should not be confused with social networks. <ul><li>Social media relies on information created by people using popular, low cost technologies </li></ul><ul><li>Often referred to as user generated content (UGC) </li></ul><ul><li>Popular tools include: </li></ul><ul><ul><li>Wiki’s </li></ul></ul><ul><ul><li>Podcasts </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Video & photo sharing </li></ul></ul><ul><ul><li>Tag Sharing </li></ul></ul><ul><ul><li>Social networks </li></ul></ul>
    14. Today’s Social Media Toolkit Discussion <ul><li>Blogs </li></ul><ul><li>LinkedIn </li></ul><ul><li>Twitter </li></ul>
    15. “The blog is the Swiss Army knife of social media.” <ul><li>Demonstrate thought leadership using text, video, audio, images, presentations </li></ul><ul><li>Blogs can be the focal point of your marketing activity </li></ul>Twitter Email RSS Facebook LinkedIn Blog
    16. If you think blogs are passé think again. They are not even mainstream. <ul><li>Hurdles </li></ul><ul><li>Conservatism </li></ul><ul><li>Companies cutting costs </li></ul><ul><li>Unsure how to measure ROI </li></ul>
    17. Blogs may not seem that sexy– but they carry a lot of weight. <ul><li>Credible among business and IT professionals </li></ul><ul><li>Can improve natural search results </li></ul><ul><li>Generate insights for corporations </li></ul><ul><li>Creates communities of interest – buyers more willing to listen to peers than sales reps </li></ul><ul><li>Shortens sales cycles & generates leads </li></ul>57% of business and IT professionals rated blogs equally or more credible that vendor white papers, news outlets, industry associations and analyst reports. 32% of 273 decision makers said that blogs were 1 of 3 top resources to support decisions.
    18. Best Practices: Creating a “Reader Centric” experience. <ul><li>Demonstrate thought leadership & offer relevant content </li></ul><ul><li>Create a sustained conversation </li></ul><ul><li>Blogs should not read like white papers, press releases or resemble a sales pitch </li></ul><ul><li>Add search capability to your blog </li></ul><ul><li>Include an email sign up </li></ul><ul><li>Provide easy access to contact information </li></ul>
    19. Case Study: Network Appliance <ul><li>Industry: Data Storage </li></ul><ul><li>Competition: HP, EMC </li></ul><ul><li>Challenge: Seeking non-traditional methods for PR </li></ul><ul><li>Solution : </li></ul><ul><li>C-Level Blog </li></ul><ul><li>Sought strong communicator & respected technologist (EVP) </li></ul><ul><li>Visitors could not publish to blog but could email the executive </li></ul><ul><li>Presented thought leadership & “controversy” </li></ul><ul><li>Marketing gave executive 5 blogs as homework to prepare </li></ul><ul><li>Didn’t promote blog </li></ul><ul><li>Results </li></ul><ul><li>4600 visitors during first month of blog launch </li></ul><ul><li>19,000 visitors in Month 2 </li></ul><ul><li>Typical monthly visits: 17,000 to 19,000/month </li></ul>
    20. Social networks cannot be ignored by marketers. <ul><li>“ 35% of adult Americans now use a social </li></ul><ul><li>network such as LinkedIn or Facebook.” </li></ul>
    21.  
    22. LinkedIn is not an overnight phenomenon. <ul><li>2004 </li></ul><ul><li>840,000 members. </li></ul><ul><li>10,000 are venture capitalists. </li></ul><ul><li>Bay Area is the densest concentration of users, with 120,000 members there. </li></ul><ul><li>2009 </li></ul><ul><li>38 million members in 200 countries </li></ul><ul><li>New member is joining every second </li></ul><ul><li>Executives from all Fortune 500 companies are members </li></ul>
    23. Most sources point out that success on LinkedIn stems from creating effective groups. <ul><li>Groups provide a top permission based prospect gathering service </li></ul><ul><li>Seed discussions with quality content on topics that matter </li></ul><ul><ul><li>Talk to analysts </li></ul></ul><ul><ul><li>Scan customer/prospect discussions </li></ul></ul><ul><li>How to seed the groups with members </li></ul><ul><ul><li>Encourage employees, alumni, partners and even customers to join a group </li></ul></ul><ul><ul><li>Provide time for employee to spend on the tool </li></ul></ul><ul><ul><li>Coach your employees to answer questions and offer input </li></ul></ul><ul><li>Every event is an opportunity to create a new group </li></ul>
    24. Shameless self promotion doesn’t go over well anywhere except at this function.
    25.  
    26. Twitter is an “overnight” phenomenon. <ul><li>Launched in March 2006. </li></ul><ul><li>January 2008: 500,000 unique visitors </li></ul><ul><li>December 2008: 4.43 million unique visitors (An increase of 752% compared to the previous year) </li></ul>
    27. Many large brands are failing at using Twitter to their benefit. <ul><li>Twitter squatters are camped on their domain </li></ul><ul><li>No clear strategy on how to add value </li></ul><ul><li>Too personal or not personal enough </li></ul><ul><li>It feels a little “freaky” when a brand starts following you </li></ul><ul><li>Cannot demonstrate ROI or cannot agree on how to measure ROI </li></ul><ul><li>No one cares about the brand </li></ul><ul><li>No due diligence to determine if their customers use Twitter </li></ul>
    28. Case Study: Dell Computers <ul><li>Approach </li></ul><ul><li>Set up multiple Twitter addresses </li></ul><ul><li>Identified an individual who is Dell’s “face” for social media </li></ul><ul><li>Pace communications: @DellOutlet about 2 tweets/week </li></ul><ul><li>Tweet during peak business hours </li></ul><ul><li>Not driven by building followers and volume of content published </li></ul><ul><li>Low key approach – build 1 to 1 relationships with consumers and bloggers </li></ul><ul><li>Results </li></ul><ul><li>50,000 followers </li></ul><ul><li>Attributed $1 million in sales to Twitter </li></ul><ul><li>Intercept online conversations/ comments that are/can be detrimental to brand </li></ul>
    29. Putting it all together. <ul><li>“ Think about integrating social media campaigns into your marketing mix – not just experimenting with tactics in a one-off manner.” </li></ul>
    30. Social Media Case Study: Breaking Point <ul><li>Industry: IT (Networking Equipment) Start Up Company </li></ul><ul><li>Challenge: </li></ul><ul><ul><li>Limited Budget </li></ul></ul><ul><ul><li>Target market skeptical of marketing </li></ul></ul><ul><ul><li>Niche market of hard to find professionals </li></ul></ul><ul><li>6 Point Solution : </li></ul><ul><li>Created a blog to start conversations and steer traffic towards </li></ul><ul><li>Created a Twitter account </li></ul><ul><li>Created a LinkedIn group </li></ul><ul><li>Modified press release strategy to obtain blogger coverage </li></ul><ul><li>Promote social media channels on web site </li></ul><ul><li>Measured growth of social media accounts and traffic </li></ul>
    31. The company’s social media strategy showed a correlation between the use of social media and the company’s web traffic and leads. <ul><li>Campaign Results </li></ul><ul><li>10,230 unique blog page views in months 4-6 </li></ul><ul><li>280 Twitter followers </li></ul><ul><li>141 members in their LinkedIn Group </li></ul><ul><li>155% increase in unique web site visitors </li></ul>Seminars Email Trade Shows Web 4% 1.5% 17% 20.5% 4% 23% 75% 55% Pipeline Influencer Leads by Source
    32. Breaking Point used a targeted approach to starting conversations. <ul><li>#1: Created a blog to start and join conversations. </li></ul><ul><li>Set up a blog to attract an audience </li></ul><ul><li>Used tools to scan the web to locate conversations relevant to their industry </li></ul><ul><ul><li>Tweetscan </li></ul></ul><ul><ul><li>Google Alerts </li></ul></ul><ul><ul><li>Boardtracker.com </li></ul></ul><ul><li>If a relevant conversation was located, team members weighed in </li></ul>
    33. Breaking Point sought to add value with their tweets. <ul><li>#2: Created a Twitter account. </li></ul><ul><li>Posted notices of new blogs, webinars, polls, trivia and informal group questions </li></ul><ul><li>Used Tweetscan to locate professionals looking for advice on equipment testing </li></ul><ul><li>Retweeted interesting information their audience would find useful </li></ul>
    34. Breaking Point quickly found that LinkedIn provided a better vehicle than Facebook to reach its audience. <ul><li>#3: Created a LinkedIn group. </li></ul><ul><li>Established a group related to network test equipment and security – not the company products or services </li></ul><ul><li>Group members led conversations and added value by: </li></ul><ul><ul><li>Providing vendor advice </li></ul></ul><ul><ul><li>Reviews/suggestions for industry events </li></ul></ul><ul><ul><li>Feedback on testing approaches/programs </li></ul></ul><ul><li>Ongoing moderation and contributions </li></ul>
    35. Breaking Point was more strategic with online press release efforts. <ul><li>#4: Modified press release strategy to obtain blogger coverage. </li></ul><ul><li>Increased frequency of releases to 1x/week </li></ul><ul><li>Shortened releases and included many links to specific portions of the web site </li></ul><ul><li>Changed release time from 8AM to early afternoon to target West Coast bloggers </li></ul><ul><li>Plugged releases using Twitter, LinkedIn group and PitchEngine </li></ul>
    36. Simple tactics were used to increase connection to the brand. <ul><li>#5: Promote social media on web site and email. </li></ul><ul><li>Email signatures included links to Twitter, blog and LinkedIn group </li></ul><ul><li>News section included “Join Us” links to set up Twitter feed and join the LinkedIn group </li></ul>
    37. Breaking Point measured results to assess effectiveness. <ul><li>#6: Measure growth of social media accounts and web traffic. </li></ul><ul><li>Social Media Channel Growth </li></ul><ul><ul><li>Blog page views </li></ul></ul><ul><ul><li>Twitter followers </li></ul></ul><ul><ul><li>LinkedIn group members </li></ul></ul><ul><li>Compared marketing metrics </li></ul><ul><ul><li>Unique site visitors </li></ul></ul><ul><ul><li>Leads </li></ul></ul><ul><ul><li>Leads by source </li></ul></ul><ul><ul><li>Marketing influenced pipeline activity </li></ul></ul>
    38. Closing Thoughts <ul><li>I Have a Marketing Department </li></ul><ul><li>Get buy in to develop a campaign </li></ul><ul><li>Identify core blogging team </li></ul><ul><li>Make a commitment </li></ul><ul><li>Integrate social media into your marketing arsenal </li></ul><ul><li>I Am the Marketing Department </li></ul><ul><li>You cannot do it all </li></ul><ul><li>Share you knowledge: Consider contributing versus creating </li></ul><ul><li>Focus on Using LinkedIn as your primary social network tool </li></ul>

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