How can a B2B software company use social media to convert visitors into prospect (and more...)?
Upcoming SlideShare
Loading in...5
×
 

How can a B2B software company use social media to convert visitors into prospect (and more...)?

on

  • 985 views

Presentation done in front of Brussels Enterprise Agency: roundtable " Digital marketing for B2B software editors". October 18th. 2012. This content is about general consideration regarding Social ...

Presentation done in front of Brussels Enterprise Agency: roundtable " Digital marketing for B2B software editors". October 18th. 2012. This content is about general consideration regarding Social media marketing, introduction du content marketing and some best practices about social media marketing & brand content.
Feel free to contact me for more questions. glaloux@synaptic.be

Statistics

Views

Total Views
985
Views on SlideShare
918
Embed Views
67

Actions

Likes
0
Downloads
4
Comments
0

2 Embeds 67

http://www.synaptic.be 62
http://www.linkedin.com 5

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

How can a B2B software company use social media to convert visitors into prospect (and more...)? How can a B2B software company use social media to convert visitors into prospect (and more...)? Presentation Transcript

  • 18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be A workshop dedicated to B2B software editors 18 October 2012 How can a B2B software company use social media to convert visitors into prospect (and more...)? L’Agence Synaptic Stratégie et Marketing Digital Cross Média
  • 18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be Foreword The basic characteristics of any Social Media Bi directional Communication Synchronous Communication Brand Generated Content User Generated Content L’Agence Synaptic Stratégie et Marketing Digital Cross Média
  • 18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be So we will include in “Social Media” • Facebook, Google+, Twitter, Foursquare, Pinterest, Instagram etc. • Linkedin, Viadeo, Xing But also • Forums and Blogs. And even • Rating and comments sites L’Agence Synaptic Stratégie et Marketing Digital Cross Média
  • 18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be L’Agence Synaptic Stratégie et Marketing Digital Cross Média
  • 18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be L’Agence Synaptic Stratégie et Marketing Digital Cross Média
  • 18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be Do you NEED to use SoMe ? The answer is simple: NOWe have not waited Social Media to make business… L’Agence Synaptic Stratégie et Marketing Digital Cross Média
  • 18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be Is there an interest to use SoME ? The answer is simple: YES L’Agence Synaptic Stratégie et Marketing Digital Cross Média
  • 18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be Why should you use SoMe ? • Social Media are about MARKETING + CUSTOMER RELATIONSHIP MANAGEMENT Off course you can perform Marketing and CRM with others tools and channels than Social Media. But SoMe are (often) cheaper and more measurable. L’Agence Synaptic Stratégie et Marketing Digital Cross Média
  • 18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be Why should you use SoMe ? • 81% of online adults use social media. • 86% of business technology decision makers use social media for professional reasons. • 58% of users find that social media are a great source of information about new products, brands and trends. It is people who ultimately make the purchasing decisions… (As B2B player) L’Agence Synaptic Stratégie et Marketing Digital Cross Média
  • 18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be So i can sell via Social Media ! Well… not really in fact. 100 successful online sales 30 Emails & Newsletters (Direct Marketing) 30 Direct URL www.yourcompany.com 21 SEA 18 SEO 1 Social Medias L’Agence Synaptic Stratégie et Marketing Digital Cross Média
  • 18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be So i can sell via Social Media ! Social media are directly responsible for only 1% of online sales Efficiency of Facebook Ads is called into questions Social Commerce is still a theory(*) (*) But things are moving fast ! L’Agence Synaptic Stratégie et Marketing Digital Cross Média
  • 18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be So i can’t sell via Social Media ? In fact… Yes, but indirectly Interactions on social media supports Brand Awareness Brand Awareness helps to get your URL on top of mind 30% of Sales L’Agence Synaptic Stratégie et Marketing Digital Cross Média
  • 18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be So i can’t sell via Social Media ? In fact… Yes, but indirectly Social media helps to get Customers insights and Data Customers insights and Data are necessary to build efficient Direct Marketing Campaign 30% of Sales L’Agence Synaptic Stratégie et Marketing Digital Cross Média
  • 18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be So i can’t sell via Social Media ? In fact… Yes, but indirectly Content and backlinks from Social media help to optimize Search Engine findability Search engine Optimization 18 % of Sales L’Agence Synaptic Stratégie et Marketing Digital Cross Média
  • 18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be So i can’t sell via Social Media ? In fact… Yes, but indirectly The content of social media can influence up to 78 % of online sales 79 % of Sales L’Agence Synaptic Stratégie et Marketing Digital Cross Média
  • 18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be Now I understand I can indirectly increase my online sales thanks to Social Media • What is the next step ? • Is it sufficient to open a Facebook page on behalf of my company with LoL cats or employees party pictures to increase my sales or brand awareness ? L’Agence Synaptic Stratégie et Marketing Digital Cross Média
  • 18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be You need a Content Strategy What is a Content Strategy ? The creation and sharing of content in order to attract, acquire and engage clearly defined and understood current and potential consumer bases with the objective of driving profitable customer action. The content produced must be: qualitative, free, relevant, branded and targeted. L’Agence Synaptic Stratégie et Marketing Digital Cross Média
  • 18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be Building a Content Strategy Why do you need a content strategy ? • To increase your brand awareness . • To appear as a reliable and useful source of information. (Brand equity) • To make the demonstration of your know how and to increase your credibility • To build a qualitative relationship with prospects and customers L’Agence Synaptic Stratégie et Marketing Digital Cross Média
  • 18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be Building a Content Strategy Why do you need to plan the content production & diffusion ? • To propose added value to each channel you use. • To constantly adapt the content, context and target • To optimize your investment in content creation • To set the right KPI and measurement tools. • To assure leads follow up and transformation L’Agence Synaptic Stratégie et Marketing Digital Cross Média
  • 18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be How to build a Content Strategy ? You must define first: • Who do you want to reach ? = Consumer • What is the goal ? = Context • How do you plan to deliver the message ? = Content L’Agence Synaptic Stratégie et Marketing Digital Cross Média
  • 18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be Who, What, How = Consumer, Context, Content CONTEXT CONTENTCONSUMER = The messageThe Audience = The Goal = L’Agence Synaptic Stratégie et Marketing Digital Cross Média
  • 18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be Context, Consumer, Content ? • What is the goal ? Attention  Brand Awareness  Driving traffic to shop/websites Interest  Product Information Collect emails, questions etc. Desire  Presales support  Get test requests, trial period Action  Sales  Add to basket Satisfaction  After Sales  Loyalty, Retention etc. What are my expectations ? goals must be defined and measured by S.M.A.R.T KPI L’Agence Synaptic Stratégie et Marketing Digital Cross Média
  • 18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be Context, Consumer, Content ? • Who do you want to reach ? • Buyers  They are not necessary the users • (end) Users  They may be targeted directly • (future) Employees  HR recruitment • Vendors  Knowledge sharing, business intelligence • Journalists, KOL  … • Lobbyist, Stakeholders etc.  … Who are your targets ? Target is defined by several characteristics like age, function, industry, CSP etc. L’Agence Synaptic Stratégie et Marketing Digital Cross Média
  • 18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be Context, Consumer, Content ? • How do you plan to deliver the message ? • Values, Vision  No commercial message • Call to action  Commercial message • (Serious) game  To entertain • Product Sheets  Knowledge sharing, business intelligence • Case studies  To convince • Blog  To educate / inform What is my message, my “Call to action” ? The content is also dependent from the communication channel used. L’Agence Synaptic Stratégie et Marketing Digital Cross Média
  • 18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be Emotional Rational Awareness Purchase Attention Desire ActionInterest • Virals • Games • Competition • Video • Endorsements • Forums • Reviews • Ratings • Product sheet • Webinars • Price Guide • Demos • Trial period • Press release • Infographics • Blog • Guide • White paper L’Agence Synaptic Stratégie et Marketing Digital Cross Média
  • 18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be Efficient formats 4 examples of efficient content marketing for Software editors • Info graphic: • To demystify a complex subject • Pay attention to the quality of graphic • Don’t forget sources • Don’t forget to put you logo & url • Good viral potential • Easy to spread on various SoMe L’Agence Synaptic Stratégie et Marketing Digital Cross Média
  • 18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be Efficient formats 4 examples of efficient content marketing for Software editors • Business Case or Survey: • Detailed and complete case • Preferable one of your own case • You must give facts & figures • The case is free, but ask for emails or pay per tweet or G+ affiliation etc. L’Agence Synaptic Stratégie et Marketing Digital Cross Média
  • 18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be Efficient formats 4 examples of efficient content marketing for Software editors • Rating & Reviews • “How to choose” guide • Review your own software among competitors • This will help you to discard “out of scope” prospects • Don’t hesitate to check / correct reviews achieved by others (Reputation Monitoring) • Reviews can be splited in2 parts: one “free” the second with registration L’Agence Synaptic Stratégie et Marketing Digital Cross Média
  • 18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be Efficient formats 4 examples of efficient content marketing for Software editors • Video Demo • Explain benefits of your software • Explain how to use majors functions • Appropriate to make the demonstration of usability • Far more attractive than user manual of fact sheet (but complementary) L’Agence Synaptic Stratégie et Marketing Digital Cross Média
  • 18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be What Social Media to choose ? • A wide choice: • Based on content type  Picture Marketing, Video etc. • Based on users  Linkedin, Viadeo, Xing etc. • Based on features  Foursquare, LBS, google Circle • Based on popularity  FB, Twitter • Based on geography  Hi5 in asia, Orkut in Brazil • Based on “niche”  MySpace, Netlog • Owned or third party  FB vs Ning, Blog or Forum Because you can’t be everywhere and some media are less suitable. Content, Context and Consumer are driving the choice of support (media) not the inverse ! L’Agence Synaptic Stratégie et Marketing Digital Cross Média
  • 18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be Minimal presence required ? • The essentials: • Corporate Website  Reassurance. • Blog  To raise interest • Forum  If you provide support • Google +  To raise Interest, Attention and Desire • Twitter  If you produce a lot of content and / or you aggregate content from different sources • Newsletter  To keep contact and leads transformation My personal choice L’Agence Synaptic Stratégie et Marketing Digital Cross Média
  • 18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be What do you need to start content marketing ? • The starting kit: • Content  Something to share. • Goal  Something to reach. • Community Manager  To make it alive • Rules of engagement  Know what to do if... • Editorial Calendar  Know what to publish, when, where • KPI  To know if you doing it right L’Agence Synaptic Stratégie et Marketing Digital Cross Média
  • 18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be How to maximize the probability of success ? DO • Be Professional • Stick to your goals • Be constant • Produce quality • Share • React, Interact, post etc. DON’T • Mix private and business (*) • Focus on wrong KPI • Abandon after 6 months • Jump of every new “hype” media (**) • Produce same content as others • Sell • “push” only (*) Unless if you are your own brand. (**) Unless if you have unlimited budget Don’t do Social, Be Social L’Agence Synaptic Stratégie et Marketing Digital Cross Média
  • 18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be The key point to remember It is not mandatory to be present on Social Media But if you decide to do it, do it well. L’Agence Synaptic Stratégie et Marketing Digital Cross Média
  • 18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be The key point to remember • No (or few) direct sales thru Social Media. • But important indirect influence • Context, Content, Consumer • You must have something to tell, to share. • You must be prepared, you must have a strategy L’Agence Synaptic Stratégie et Marketing Digital Cross Média
  • 18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be L’Agence Synaptic Stratégie et Marketing Digital Cross Média Contact SYNAPTIC sprl Karel Moonens 28. 1200 Brussels Belgium www.Synaptic.be www.synaptic.be/blog (in french) Point de contact: Geoffrey Laloux glaloux@synaptic.be +32.495.55.97.98 BE 0807 812 634