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Social Sales for B2B Organisations

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Tired of social media buzz? Learn about the strategic application of social media for B2B organisations. Understand how to converting traditional marketing techniques to social ones; Use social to gain insight about your customers to aid the sales process; Learn tactics to generate more, and better qualified, leads from your online audience. DEER digital offer a no nonsense lesson in how to take social activity from ‘likes’ to sales.

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Social Sales for B2B Organisations

  1. 1. Social sales for B2B organisations.Copyright Deer Digital Ltd. 2012
  2. 2. MYTH: “Social only works for B2C”Copyright Deer Digital Ltd. 2012
  3. 3. 2012 B2B buyer behaviour has changed.Copyright Deer Digital Ltd. 2012
  4. 4. 2012 Supplier websites 68% Web searches 65% Industry press (print) 45% Supplier emails 40% Word of mouth 33% Direct mail 31% Press advertising 27%Online events/webinars 21%Offline events/seminars 18% Traditional online 88% Facebook 15% Blogs 12% Any offline 74% Twitter 10% New online/social Other Social Media 10% media 40% 0 17.5 35 52.5 70 Online sources are top for research - social impacts traditional online tools Copyright Deer Digital Ltd. 2012 Source: Buyersphere Report 2011
  5. 5. 2012 Convince your boss.Copyright Deer Digital Ltd. 2012
  6. 6. 2012 “I think it’s time 1. Learn more about your prospects & customers we started using social media to reach our customers.” 2. Build/protect brand reputation 3. Increase search engine visibility 4. Recruit the best talent “Social, what? Where’s the ROI?” 5. Measure resultsCopyright Deer Digital Ltd. 2012
  7. 7. Traditional marketing rules, updated.Copyright Deer Digital Ltd. 2012
  8. 8. 2012 The new metrics.Copyright Deer Digital Ltd. 2012
  9. 9. 2012 Traditional Media Digital Media Audience size Measurable audience size Time of day Targeted messaging Ratings Engagement (Clicks, Views, Shares) Related content ConversionsCopyright Deer Digital Ltd. 2012
  10. 10. 2012 From broadcast to interaction.Copyright Deer Digital Ltd. 2012
  11. 11. 2012 BROADCAST INTERACTIONCopyright Deer Digital Ltd. 2012
  12. 12. 2012 Word of mouth in the digital age.Copyright Deer Digital Ltd. 2012
  13. 13. 2012Copyright Deer Digital Ltd. 2012
  14. 14. 2012Copyright Deer Digital Ltd. 2012
  15. 15. Use social to close business: 8 point framework.Copyright Deer Digital Ltd. 2012
  16. 16. 2012 Step 1: Understand your target audience.Copyright Deer Digital Ltd. 2012
  17. 17. 2012 Who are your customers? Who influences your customers? Audiences outside purchasers? Demographics Behaviour PreferencesCopyright Deer Digital Ltd. 2012
  18. 18. 2012 Step 2: Set goals.Copyright Deer Digital Ltd. 2012
  19. 19. 2012 Business Objectives How to achieve this: eg. Grow brand awareness eg. Drive £1,000,000 in sales eg. Build brand reputation eg. Get closer to existing customers eg. Increase market share eg. Become recognised as thought leader by 25% eg. Attract and retain the best staff eg. Website referral traffic eg. Sales value eg. Search engine page rankingsKPIs eg. Social engagement data eg. No. of customers eg. Social audience size eg. Competitor analysisCopyright Deer Digital Ltd. 2012
  20. 20. 2012 Step 3: Choose your channels.Copyright Deer Digital Ltd. 2012
  21. 21. 2012 Social Media Social Share Networks Blog Discuss Micro-blogCopyright Deer Digital Ltd. 2012
  22. 22. 2012 Step 4: Develop a content strategy.Copyright Deer Digital Ltd. 2012
  23. 23. 2012 1. Content audit 2. Map your processes 3. Develop an editorial calendarCopyright Deer Digital Ltd. 2012
  24. 24. 2012 EXPLAN APHICS ATORY V IDEOS IN FOGR PO STS CUR ATE BLOG D LISTS WEBINA RS PAP ERS W HITE REPORTS DEMO VI DEOS IDES OOK S/GU eB CASE STUDIES UCT ONS PROD ARIS C OMPROI PRICING TIONS SHEETSCA LCULA R ATORS RF P GENECopyright Deer Digital Ltd. 2012
  25. 25. 2012 High frequency Medium Frequency Low FrequencyCopyright Deer Digital Ltd. 2012
  26. 26. 2012 Frequency? Channel? Responsibility? Tip! Repu rpose contentCopyright Deer Digital Ltd. 2012
  27. 27. 2012 Step 5: Protect your business and staff.Copyright Deer Digital Ltd. 2012
  28. 28. 2012 Step 6: Be prepared for social crises.Copyright Deer Digital Ltd. 2012
  29. 29. 2012 Step 7: Train your team.Copyright Deer Digital Ltd. 2012
  30. 30. 2012 Step 8: Measure and improve.Copyright Deer Digital Ltd. 2012
  31. 31. Examples we love.Copyright Deer Digital Ltd. 2012
  32. 32. 2012 ✓ Social links on every pageCopyright Deer Digital Ltd. 2012
  33. 33. 2012 ✓ Social links ✓ Audience needdriven contentCopyright Deer Digital Ltd. 2012
  34. 34. 2012 AIM: Get closer to our customersCopyright Deer Digital Ltd. 2012
  35. 35. 2012✓ Product demos✓ TestimonialsCopyright Deer Digital Ltd. 2012
  36. 36. 2012 ✓ Building brand reputation online ✓ Social integrationCopyright Deer Digital Ltd. 2012
  37. 37. becky@deerdigital.com 01224 583821 @BeckyDee

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