Social Media in the B-to-B World, Part 1

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-What is social media?: Busting social myths
-Putting the right social media strategy into context
-Implementation: Putting Strategy into Action

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Social Media in the B-to-B World, Part 1

  1. 1. Understanding B2B’s Role in Social Media building trust builds customers
  2. 2. Steve Krull CEO & Founder of Be Found Online Internet Marketing and Social Media Expert
  3. 3. Agenda • Social Stats: Social Media in 2012 • What is Social Media?: Busting Social Myths • A Social Media Story: All About Bob • Implementation: Putting Strategy into Action
  4. 4. 48 percent of consumers combine social media and search engines in their buying process. Source: Group M Search
  5. 5. In 2011, 23.1 million people discovered new brands or products through social media. Source: The Faces of Social Media
  6. 6. 66% of B2B Marketers have implemented a social media strategy, or will in the next year. Source: Penton Marketing Services' 2011 B-to-B Marketing Needs Survey
  7. 7. Most try their hand at Facebook, Twitter, and LinkedIn. Source: Penton Marketing Services' 2011 B-to-B Marketing Needs Survey
  8. 8. Source: Penton Marketing Services' 2011 B-to-B Marketing Needs Survey ½ of these companies are not satisfied with their social media strategy!
  9. 9. BECAUSE THEY ARE USING THE WRONG STRATEGY WHY?
  10. 10. WHAT EXACTLY IS SOCIAL MEDIA? Busting Social Myths
  11. 11. Social Media is not about public relations…
  12. 12. Social Media is not about sales …
  13. 13. Social Media is not about business to business…
  14. 14. It’s about creating one-on-one relationships!
  15. 15. Reach the consumer at all touch points!
  16. 16. PUTTING THE RIGHT SOCIAL MEDIA STRATEGY INTO CONTEXT All About Bob
  17. 17. Bob has questions about electrical circuits and needs advice quickly.
  18. 18. He visits the Control Engineering Group on LinkedIn to ask his question.
  19. 19. Joe from Circuits R Us answers Bob’s question with exactly the information that Bob needed – and didn’t try to sell him a thing.
  20. 20. Joe directs Bob to a video on YouTube that his company produced. It shows Bob how to wire the circuits.
  21. 21. Joe shares the URL of the Circuits R Us company blog.
  22. 22. Bob follows Joe on Twitter so he can get breaking news and helpful tips about electrical engineering.
  23. 23. Joe did more than answer Bob’s question. As an individual, he became a trusted source of information representing Circuits R Us.
  24. 24. Over time, Bob and Joe get to know each other and form a friendly relationship. It turns out they have a lot in common – Phillies Fans, Craft Beer, and StarCraft.
  25. 25. The next time Bob needs to purchase electrical components, he orders from Circuits R Us.
  26. 26. His friends do too! Sharing good info builds your customer base.
  27. 27. PUTTING THE STRATEGY INTO ACTION Implementation
  28. 28. So you shout at 100 people. 30 of them turn around. What do you do next?
  29. 29. Plan, Strategize, Act (Repeat as needed)
  30. 30. Listen to your audience
  31. 31. Give your users useful information, not sales pitches
  32. 32. Engage your audience and share info that is relevant to the conversation
  33. 33. Tweet engaging information. Find & follow
  34. 34. Frequently participate in group discussions (esp. on CFE Groups!). Ask and answer questions
  35. 35. Produce videos that teach your audience. No commercials!
  36. 36. Remember! No gimmicks!
  37. 37. Blogs and Guest Blogging – Post consistently about interesting and cutting-edge information
  38. 38. Plan, Strategize, Act (Repeat as needed)
  39. 39. Social Media Coaching & Management Social Customer Service & Reputation Management Paid Search Advertising (SEM) Search Engine Optimization (SEO)
  40. 40. For more information, contact: Natalie Sowards Digital Strategist natalie@befoundonline.com 773-904-1220
  41. 41. Twitter: @BeFoundOnline http://www.linkedin.com/pub/natalie-sowards/0/535/3b1 Twitter: @SteveKrull http://www.linkedin.com/in/stevekrull

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