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Social Media & Influence in B2B Marketing

by Ryan Boyles

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Presented in the Business Technology Zone at the IBM Impact 2012 conference by Centerline Creative Director John Lane and IBM Social Media Strategist Ryan Boyles.

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Thanks for coming!\n\nIntroduce...\n- Who we are\n- What we do\n- What we’re talking about, and why\n- And who is going to be sharing what\n
The AWARENESS of social media is larger than it’s use. \n- 98% aware of Facebook & Twitter.\n- 46% & 8% regular users, respectively.\n\nThe tech is getting better, yes. But it’s so much more than tech. \n\nThe tech is just an enabler for people to do what they want to do naturally. Social media is the digital universe catching up with human behaviors we’ve had for thousands of years.\n\nAnd it’s very important to understand why this creates a new marketing paradigm: People don’t really hate marketing. They hate being interrupted by marketing that doesn’t matter to them. Think about traffic... or the line at the grocery store... you only think your stuck all the time, because those times stand out to you.\n\nPeople want something that FEELS a lot more like a conversation.\n\nBut...\n
The AWARENESS of social media is larger than it’s use. \n- 98% aware of Facebook & Twitter.\n- 46% & 8% regular users, respectively.\n\nThe tech is getting better, yes. But it’s so much more than tech. \n\nThe tech is just an enabler for people to do what they want to do naturally. Social media is the digital universe catching up with human behaviors we’ve had for thousands of years.\n\nAnd it’s very important to understand why this creates a new marketing paradigm: People don’t really hate marketing. They hate being interrupted by marketing that doesn’t matter to them. Think about traffic... or the line at the grocery store... you only think your stuck all the time, because those times stand out to you.\n\nPeople want something that FEELS a lot more like a conversation.\n\nBut...\n
Social media for marketing — It’s not a field of dreams.\n\n“Conversation” is often bandied about in regard to social media. \n\nBut that’s not necessarily the big thing. \n\nThe big thing is being able to match the right content with the right context.\n\nYou can better find and empower your customer/client/target WHEN THEY ARE READY TO ENGAGE IN THAT CONVERSATION.\n\nTo get it right, it takes time. It takes strategy. And, just like anything else, you need to prove it works... or its not worth doing.\n
If you haven’t used it or heard of it yet... \n- Instagram is essentially a way to turn your iPhone into a Polaroid camera... \n- and immediately share your shots with the world.\n\nInstagram has 2 million users. \n- They got them in less than 2 years.\n\nIt took them 10 months to hit 1 million. \n- It took Twitter 2 years to do so.\n\nThey don’t even have a website.\n
On the surface, Instrgram may not feel fundamentally different than Twitter, Facebook and Google+ \n- A social channel in which people share short posts about life.\n- They all have the same image posting capabilities.\n\nThe difference is in specificity. \n\nIt’s all about seeing how others are exploring the world.\n
So... how did ABC decide whether they should use the Lomo-Fi, Apollo or 1977 filter? \n\nThis doesn’t feel so “fun and quirky.” But it does feel “right.”\n\nABC World News has around 83,000 followers on Instagram.\n3.5% of total population.\n\nThey have 304,447 fans on Facebook.\nApx .03% of total population.\n\nIt’s about a natural flow of information vs making people find a destination.\n- How do you find your news?\n- Go to a news website? See it in a feed?\n
How other brands are using the platform. \n\nOther things go into this, but you can look at how some are using it versus others to learn the right way to enter the stream. \n“Successes.” Red Bull - 72k following - a lifestyle stream \n“Failures.” Sharpie - 2,300 following - a product catalog\n- Why not feature “user” art?\n- Dipika Kohli — Sharpie art showings...\n\nGucci, CNN, GE, Threadless.\n\nAll have taken different tacks to using Instagram, some with more success than others...\n- Because they understand what people are looking for there.\n
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Both marketers and consumers are empowered by social media.\n\nHow one is capable of influencing the other — and to what extent — is still being discovered.\n\nBut it’s very safe to say that use will continue to increase...\n... so building networks is what should be happening now to ensure the opportunity of influence.\n
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Social Media & Influence in B2B Marketing Presentation Transcript

Social Media& Influence in B2B Marketing # ibmimpactMonday, April 30, 2012
Why are we here? What do we know? # ibmimpactMonday, April 30, 2012
We’re in the midst of a behavioral shift to social sharing. Flickr Photo by easylocum # ibmimpactMonday, April 30, 2012
Social media is not a field of dreams. If I build it, they will come! Maybe. But probably not. # ibmimpactMonday, April 30, 2012
# ibmimpactMonday, April 30, 2012
One of these things is not like the others... # ibmimpactMonday, April 30, 2012
# ibmimpactMonday, April 30, 2012
# ibmimpactMonday, April 30, 2012
Context is king. Content is the Kingdom. # ibmimpactMonday, April 30, 2012
Content discovery is the 800lb. gorilla. # ibmimpactMonday, April 30, 2012
Honda + Leap Lists # ibmimpactMonday, April 30, 2012
Humans want/need/like stories. (Curation is story telling) # ibmimpactMonday, April 30, 2012
People and Brands need each other. Flickr Photo by squeaks2569 # ibmimpactMonday, April 30, 2012
Thank you! Learn more here: centerline.net And here: ibm.co/ibmimpactsoc Connect here: twitter.com/johnvlane And here, too: twitter.com/therab # ibmimpactMonday, April 30, 2012

Social Media & Influence in B2B Marketing

by Ryan Boyles

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Social Media & Influence in B2B Marketing Presentation Transcript