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Social Marketing to B2B vs B2C: What's the Difference?
Social Marketing to B2B vs B2C: What's the Difference?
Social Marketing to B2B vs B2C: What's the Difference?
Social Marketing to B2B vs B2C: What's the Difference?
Social Marketing to B2B vs B2C: What's the Difference?
Social Marketing to B2B vs B2C: What's the Difference?
Social Marketing to B2B vs B2C: What's the Difference?
Social Marketing to B2B vs B2C: What's the Difference?
Social Marketing to B2B vs B2C: What's the Difference?
Social Marketing to B2B vs B2C: What's the Difference?
Social Marketing to B2B vs B2C: What's the Difference?
Social Marketing to B2B vs B2C: What's the Difference?
Social Marketing to B2B vs B2C: What's the Difference?
Social Marketing to B2B vs B2C: What's the Difference?
Social Marketing to B2B vs B2C: What's the Difference?
Social Marketing to B2B vs B2C: What's the Difference?
Social Marketing to B2B vs B2C: What's the Difference?
Social Marketing to B2B vs B2C: What's the Difference?
Social Marketing to B2B vs B2C: What's the Difference?
Social Marketing to B2B vs B2C: What's the Difference?
Social Marketing to B2B vs B2C: What's the Difference?
Social Marketing to B2B vs B2C: What's the Difference?
Social Marketing to B2B vs B2C: What's the Difference?
Social Marketing to B2B vs B2C: What's the Difference?
Social Marketing to B2B vs B2C: What's the Difference?
Social Marketing to B2B vs B2C: What's the Difference?
Social Marketing to B2B vs B2C: What's the Difference?
Social Marketing to B2B vs B2C: What's the Difference?
Social Marketing to B2B vs B2C: What's the Difference?
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Social Marketing to B2B vs B2C: What's the Difference?

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A quirky look at some differences between B2B and B2C Social Marketing, and opportunities to enhance touch-points along the Customer Decision Journey. Presented at Social Media Marketing in Feb/2012.

A quirky look at some differences between B2B and B2C Social Marketing, and opportunities to enhance touch-points along the Customer Decision Journey. Presented at Social Media Marketing in Feb/2012.

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  • http://www.istockphoto.com/stock-photo-13315539-two-men-walking-along-sidewalk.php?st=35ca471http://www.istockphoto.com/stock-photo-13317038-family-at-bowling-alley.php?st=8fbf77d
  • Introduction
  • Example – Pinterest
  • Source: quaero.csgi.com/writable/files/mapping_customer_journey.pdfGreat example!This is an example of the output after a couple of steps; showing an approach to design a WOW experience for a flight to NYC. Here are some of the reasons that I really like this tool:It’s great to have a formal approach to describing/designing experiencesIt starts with the description of a specific customer (in the center)It recognizes the life cycle of experiences: before, during, and afterIt’s easy to use and simple to understandhttp://experiencematters.wordpress.com/2009/03/03/legos-building-block-for-good-experiences/
  • What experiences will resonate with your target audience? What will engage them and anchor them to your brand.Let’s look at an online wine tasting strategy we used for Sopexa Beaujolais… dead simple in concept- hugely successful in execution. Wine lovers love drinking wine, and are happy to do so in front of their computers, and talk about it with other who enjoy the same activity.The Discovering Beaujolais: Holiday Wines and Food Pairing tasting was a 90-minute online event organized and tracked through the #beaujolaishashtagRodolphe Boulanger guided the group through the tasting of the four selected wines providing insights on their provenance and flavor profilesThe event fostered an interesting discussion from the experts who shared their opinions on the selected wines and Beaujolais in general
  • Context of Shared Content, by IndustryAcross four key industries, most shared content is informational—consisting of general news, announcements, product information, and how-to exchanges.Even so, tech-related informational content is most likely to be shared (74%), as is commentary and opinion related to the financial sector (28%).Read more: http://www.marketingprofs.com/charts/2011/4972/content-fuels-social-media-interaction#ixzz1ajFMDisA
  • Through search, of course! If you can’t find it, it doesn’t exist…
  • Basically, Google is starting to personalize results based not just on what I’m typing in, but who I know and what they think is important, meaning that you, as a brand, will have to understand your market in a much more sophisticated way in order to maintain your relevance. I’d suggest that level of sophistication can only be based on large amounts of data – and the question I’ll ask you to think about is who would have that data? (GOOGLE)- Narrowing circles of increasing relevance, lead to increasing relevance… serendipity or discoveryhttp://www.readwriteweb.com/archives/google_adds_more_social_seo_with_1d_news_articles.php
  • So “What is “out of the park” going to look like for social marketers?Stuff that gets shared gets higher search rankings. That tends to be good stuff. Google will now be providing a wonderful feedback loop to help you understand what content is resonating and what content is not – in the form of enhanced search results – Search Plus Your World."Building an audience on Google+ may be the smartest thing you do as a content marketer when it comes to improved search rankings. You still need to understand the language of your audience and reflect it back in your content, but Google will now have direct indications that you’re putting out quality stuff.
  • So “What is “out of the park” going to look like for social marketers?
  • So “What is “out of the park” going to look like for social marketers?
  • So “What is “out of the park” going to look like for social marketers?
  • Transcript

    • 1. Social Marketing toBusiness vs Consumers:What’s the difference? Ruth Bastedo Group Head, Director, Client Strategy and Innovation r uth.bastedo@socialmediagroup.com
    • 2. What is the overlap between a B2Bapproach and B2C approach to socialmarketing ?Is it as simple as LinkedIn vs Facebook?What about influencer outreach ?Why is content marketing so hot?And what is “out of the park” going tolook like in the near future?
    • 3. B2B vs B2CCirca 2012What does thisshoe symbolize toyou- fashionor power? Check out shoe on Bluefly
    • 4. Is it fish or fowl?“Many firms youd typicallythink of as B2C actually haveB2B efforts in place as well…running in parallel, using manyof the same tools andcapabilities they have in placefor their B2C efforts.” Paul’s Post
    • 5. B2B Marketing B2C MarketingTend to be smaller, more Tend to be larger targetspecialized target markets marketsComplex solution- more More product oriented, less“consultative” selling “consultative”Generally smaller above the Larger “above the line”line advertising/marketing advertising budgets= morebudgets= well known brandsLess well known brandsLonger sales cycle Shorter sales cycleCan be very relationship Relationship tends to be withoriented- longstanding sales the product- not sales person!relationshipsLess personal, more “value Very personal, ties intodriven” personal ideas of status, self image, peer group etc.
    • 6. B2B vs B2CWhat is the same? Both B2B andB2C customers go through atough decision journey
    • 7. This might look like this…Harvard Business Review, Spotlight on Social Media and The New Rules of Branding: “Branding in a Digital Age” by David C. Edeleman
    • 8. Both B2B and B2C Customers Consider/BuyEvaluate/Advocate Bond
    • 9. The fact is,A CustomerIs Always APerson
    • 10. This is what is going to workbest with a “Person”:To market to him or her, inaccordance with his/her ownworldview, tastes, interests,life stage, unique set of needsand life experiences.
    • 11. ExampleThis is a green stove that I “like”,among other things…
    • 12. How would I use thisinformation, if I weremarketing a B2B product?Some B2B companies arestarting to actively segmentcustomers. Check out thiswomen’s business eventhosted by Dell- I attended lastweek…
    • 13. There are more potentialtouch-points than ever beforealong the Customer DecisionJourney.And ways to deliver an almost1:1 marketing message, offerand customer experience.
    • 14. So what does this mean to ALL social marketers?
    • 15. Point 1Emerging Reality: It’s going to beincreasingly helpful to understandyour Customer Decision Journey.And how it is expressed in thedigital environment.A map will be a valuable tool.
    • 16. quaero.csgi.com/writable/files/mapping_customer_journey.pdfhttp://experiencematters.wordpress.com/2009/03/03/legos-building-block-for-good experiences/
    • 17. Point 2Understand who your customersare as people: Invest in tools thatwill help you deeply understandyour customer segments. http://microstrategy.com/Social-Intelligence/Enterprise/
    • 18. Point 3Focus on relevant touch-points:Where will they emerge?Facebook? LinkedIn? Google Plus?Twitter? Microblogs?Will the touch points be on paidchannels? Blogs?Try to understand this.
    • 19. Point 4Develop a content marketingstrategy: Base this on the right mixof touch-points, contenttypes, formats and channels.And develop great content assets.
    • 20. http://www.marketingprofs.com/charts/2011/4972/content-fuels-social-media- interaction#ixzz1ajFMDisA
    • 21. Point 5Make it a point this year to try andunderstand what Google is doing:Remember, if your customer can’tfind it, it doesn’t exist.
    • 22. “Google is insisting upon making its new social layer a pervasive, personaliz ed filter for the whole Google experience” Jon Mitchell, ReadWriteWeb.comhttp://www.readwriteweb.com/archives/google_adds_more_social_seo_with_1d_new s_articles.php
    • 23. So what is “out ofthe park” going tolook like for SocialMarketers in thefuture?
    • 24. It’s going to meanreally, trulyunderstanding thelanguage andmindset of youraudience.
    • 25. It’s going to meanfiguring out whatthis shoe means toeach of the womenin your targetaudience. Check out shoe on Bluefly
    • 26. And using thatknowledge to selleach of thosewomen, yourproduct.And have them feelgood about it.
    • 27. To me, the Power thingtrumps the Fashion thing.Just for the record.But it is also just a greatshoe.
    • 28. Thank you!Social Marketing toBusiness vs Consumers:What’s the difference? Ruth Bastedo Group Head, Director, Client Strategy and Innovation r uth.bastedo@socialmediagroup.com

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