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Integrating social media in b2b marketing and pr


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A presentation given by Rene to Social Media Academy's conference in Manchester on 24 March 2011 focusing on the importance of sound strategy and good content and information in b2b social media.

Published in: Business, Technology
  • Very interesting insights about social media and marketing. The way you present your ideas is fantastic. Thank you for sharing the top 10 B2B social media tips, they will be of great help to others who are planning to engage in social media marketing.
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Integrating social media in b2b marketing and pr

  1. 1. Applying social media to business marketing & PR René Power presentation to Social Media Academy Thursday 24 March 2011
  2. 2. The b2b marketing social media challenge Everyone is doing it, I need to But where do I start? Social media is social not business Business buyers remain motivated by supplier websites B2b buyers are influenced differently I don’t have time I don’t have resource It’s not measurable It’s just not relevant to my business
  3. 3. Understanding the influence funnel Source: 2010 BUYERsphere survey 2010
  4. 4. Business uptake of social media Source latest B2B social media benchmarking survey (2009) 50%
  5. 5. The b2b social media challenge refined
  6. 6. What social media isn’t...
  7. 7. What social media is
  8. 8. <ul><ul><li>It’s social </li></ul></ul><ul><ul><li>Brands are broadcasting not engaging </li></ul></ul><ul><ul><li>Brands are broadcasting / engaging with the wrong people </li></ul></ul>Reasons for a b2b social media #fail
  9. 9. <ul><ul><li>Brands are not using the right tools </li></ul></ul><ul><ul><li>Brands compound this by not integrating the wrong tools </li></ul></ul><ul><li>Brands don’t engage with prospects in the right places </li></ul>Reasons for a b2b social media #fail
  10. 10. Is it a question of semantics? Q: Isn’t it all just marketing?
  11. 11. Twin track social media strategies
  12. 12. <ul><li>The objective must be to: </li></ul><ul><li>Provide actionable information that </li></ul><ul><ul><li>showcases expertise </li></ul></ul><ul><ul><li>brings products, services and companies to life </li></ul></ul><ul><li>and ultimately leads to interest or a referral </li></ul>Optimal social media and PR for b2b
  13. 13. And they say it can’t be measured <ul><li>Buzz by no of posts buzz by impressions shift in buzz channel buzz asset popularity buzz by customer type mainstream media mentions growth rate of fans follows friends contacts no of pass alongs recommends embeds bookmarks subscriptions page views clickthroughs changes in search ranking type reach channel geography volume of posts impressions time spent clicks contributions by bloggers chatrooms wikis online sales offline sales savings change in share AEV event response event attendance satisfaction feedback </li></ul><ul><li>buzz by time of day seasonal buzz competitive buzz category/topic buzz </li></ul><ul><li>buzz by stage in DM process mainstream media mentions installs downloads </li></ul><ul><li>uploads favourites likes comments ratings </li></ul><ul><li>increase in searches %of buzz with links no of views/interactions polls virtual gifts </li></ul><ul><li>tags popularity contest entries leads generated </li></ul><ul><li>products sampled store visits trials </li></ul><ul><li>customer acquisition & retention </li></ul><ul><li>complaint handling </li></ul>
  14. 15. <ul><li>Something tangible </li></ul><ul><ul><li>not just how many fans, followers, visitors </li></ul></ul><ul><ul><li>let’s talk conversion metrics and funnels and look at downloads, email addresses, calls, visits, tenders, contract wins </li></ul></ul>1. Write SMART objectives
  15. 16. <ul><li>Action: set digital marketing objectives that can be measured after a period of activity </li></ul>
  16. 17. <ul><li>Profile your audience </li></ul><ul><ul><li>not just by company, turnover, or job title </li></ul></ul><ul><ul><li>if you’re seeking to engage them online, they need to be reachable, proficient and active themselves </li></ul></ul>2. Know your audience
  17. 18. <ul><li>Action: create profiles and research a wish list </li></ul>
  18. 19. <ul><li>Know where your audience congregates </li></ul><ul><ul><li>where they go for information </li></ul></ul><ul><ul><li>discussion </li></ul></ul><ul><ul><li>and what they need to do their job </li></ul></ul>3. Watering holes
  19. 20. <ul><li>Action: target sector portals, trade associations and Linkedin groups </li></ul>
  20. 21. <ul><li>Social media implemented well is a finely balanced cocktail of original content and relationship management </li></ul><ul><li>No PR = no content to make a start with </li></ul>4. Operate a PR programme first
  21. 22. <ul><li>Action: create a PR plan which can back into an online content marketing campaign </li></ul>
  22. 23. <ul><li>To endure, social media for b2b marketers means providing useful and useable information to customers seeking business solutions </li></ul>5. Provide useful, usable information
  23. 24. <ul><li>Action: understand what the issues are, the problems that need solving or the pain that needs taking away </li></ul>
  24. 25. <ul><li>Killer content should be </li></ul><ul><ul><li>Interesting </li></ul></ul><ul><ul><li>Relevant </li></ul></ul><ul><ul><li>Targeted </li></ul></ul><ul><ul><li>Creative </li></ul></ul><ul><ul><li>Easily shared </li></ul></ul><ul><ul><li>Actionable </li></ul></ul><ul><li>An ongoing PR campaign makes this so much easier </li></ul>6. Killer content
  25. 26. <ul><li>Action: review existing and available material before creating new content </li></ul>
  26. 27. <ul><li>If you can’t develop, comment on industry blogs and news items </li></ul><ul><li>Your hyperlinked responses will drive traffic </li></ul><ul><li>This a valid entry level social media strategy </li></ul>7. Comment
  27. 28. <ul><li>Action: use Google Alerts and Google Reader to monitor key search terms, websites and blogs </li></ul>
  28. 29. <ul><li>If you can’t comment, share </li></ul><ul><li>Build your profile by driving traffic to other people’s content and as a facilitator </li></ul>8. Share
  29. 30. <ul><li>Action: follow industry leaders and publishers on Twitter and share good content you find </li></ul>
  30. 31. <ul><li>If you can’t develop, share or comment, find a specialist who can do it for you </li></ul>9. Ask
  31. 32. <ul><li>Action: using outside help doesn’t mean giving over control and responsibility </li></ul>
  32. 33. <ul><li>Remember, people still buy people and the coldest, most demanding customer is still a person </li></ul>10. Be yourself
  33. 34. <ul><li>Action : provide information to help customers – remember it’s the information age! </li></ul>
  34. 35. Takeaways Social media affords huge reach and choice for business Refine, repurpose and repackage your existing material 1. Content drives social media interaction and engagement 2. What press material. brochures, presentations, video, and audio can I repackage now? 3. What can I create that will add value and drive inbound inquiry? Actionable information positions experts and builds trust Research where your audience goes and what they are looking for
  35. 36. More? <ul><li> </li></ul><ul><li>0161 925 4700 </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>@