Social Media
What’s in it for
B2B Marketeers
Presented by:
Shimon Ben Ayoun
&
Ingrid Archer
www.spotONvision.com

spotONvision July Webinars
Today -
Social Media Marketing: What is in it for B2B Marketeers
Friday 17th July 10:00 am -
Content Marketing: Why Marketeers Need to Think Like Publishers

spotONvision
Why B2B Marketing Managers work with spotONvision
Social Media strategy
Implementation/Blogs/
Innovative marketing Communities
Reputationmanagement online
Conversion-tools
Multimedia & Videomarketing
Lead generation
Campaigns online & offline
Landingspages
Results count
Search Engine Optimization
Adwords
Marketing strategy
Copy
Content Customer testimonials
Surveys
Whitepapers
24/7
Driven by content
Dedication Driven by dedication for our
clients

Any Questions/Comments
Use GoToWebinar “Chat” or “Ask a question”
OR
Twitter us with #spotONvision tag

Have you been using any form of Social Media?
No
37% 34% No, but I am planning to
Yes
29%

What is Social Media
“It’s media (content that is published) with a social component
(anyone can add to it).”
Like a business cocktail reception, but without constraints of
time & space
Social Media Marketing is the practice of using these media to
improve marketing effectiveness.

Types of Social Media
Publish Share
Network

Social Media - Publish
Everyone can publish anything for everyone
• Blogs
• Online Videos
• Micro Blogs
• Wikis
• Internet Forums
• Podcasts
• Pictures
• Presentations

Social Media - Share
Everyone can promote anything to everyone
• Social Network Aggregation
• Social Bookmarking
• Social News
• Opinion Sites
• Public generated news

Social Media - Network
Everyone can connect with everyone from anywhere
• Personal
• Professional
• Hybrid
• Music
• Gaming

Do you know that in the Netherlands:
- 68% of internet users read blogs, review sites, etc.
- 62% of internet users has at least one social network profile
- 46% of internet users share photos online
- 38% of internet users share video content online

Increasing Spend on Social Media Marketing

What’s driving social media & why is
it growing so fast?
Emotional need/desire to be heard
Desire to connect with one another
Need to create and make change
Evangelize for the things and people we love
Quest for authenticity
Ease of Use / Low Barriers to Entry
Better, Faster, Cheaper

Why is Social Media so Important
Social Media helps with SEO (traffic, links, Tagging and bookmarking)
Social Media is permission centric
The conversation has already started
Build relationship and trust with your customers (and prospects)
Social Media sites are the fastest-growing category on the web
Source: Social Media Marketing Industry report, Michael Stelzner

People Say That Everything is Changing...
Marketing
Brands
People
Behavior
Technology

People use more Social Media but are they using it
more for Business?
Publish a blog
Publish your own Web pages
Creators Upload video you created
Upload audio/music you created
Write articles or stories and post them
Post ratings/reviews of products/services
Comment on someone else’s blog
Critics Contribute to online forums
Contribute to/edit articles in a wiki
Use RSS feeds
Collectors Add “tags” to Web pages or photos
“Vote” for Web sites online
Maintain profile on a social networking site
Joiners Visit social networking sites
Read blogs
Watch video from other users
Spectators Listen to podcasts
Read online forums
Read customer ratings/reviews
Inactives None of the above

The Effect of Social Media
The old marketing model
Brands+ Press + Industry
Buyer Buyer Buyer Buyer Buyer

The Effect of Social Media
The new marketing model
Brands+ Press + Industry
Buyer Buyer Buyer Buyer
Buyer Buyer Buyer Buyer Buyer Buyer
Buyer Buyer Buyer Buyer
Buyer Buyer

The B2B potential of Social Media
A Low cost, easy, fast and extremely effective way to:
Conduct Research
Improve Customer Service
Raise your brand awareness

Four Things you should consider
1. Dip your toe in the water

Four Things you should consider
2. Build list of sites, blogs, channels which are relevant to your business
Where are
my customers
hanging out

A Word (140 Characters) about Twitter
Hottest social medium right now
Doubling each month
Potentially a great B2B marketing tool
Potentially an enormous waste of time

A Great Research Tool

A Great Customer Service Tool

A Great Waste of Time?

Four Things you should consider
3. Revisit Brand - is it well defined? is it accurate? is it consistent

Four Things you should consider
4. Who should speak for your brand
CEO
Marketing/PR
Sales
Support
Create a new role?

ROI
Metrics that management considers valuable (quantitative):
Google analytics traffic source
Unique visitors
Specific landing page conversions
Interaction rates(blog to comments ratio)
Links back to your site
15

ROI
Indirect benefits which are harder to measure (qualitative):
Authority
Loyalty
Interaction
Satisfaction
Feedback
These are all intangible benefits which likely to create sales, loyalty & brand
evangelism
16

Summary
Technology evolves fast but the fundamentals of B2B marketing remain the same
Brand is more important than ever
Go ahead and experiment
It is all about people, so harness the power of your people

To know more, please visit:
www.spotonvision.com
Follow us on Twitter @spotONvision
Shimon Ben Ayoun
eMail: shimon@spotonvision.com
LinkedIn: http://www.linkedin.com/in/shimonbenayoun
Twitter: @shimonbenayoun
Ingrid Archer
eMail: ingrid@spotonvision.com
LinkedIn: http://www.linkedin.com/in/ingridarcher
Twitter: @ingridarcher