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Social media in b2 b marketing


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seminar with Antony Slabinck, at DM Insititute

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Social media in b2 b marketing

  1. 1. Dank aan onze Support Partners
  2. 2. Social Media inB2B Marketing Ghent – 24 April 2012
  3. 3. 1. Marketing is Dead
  4. 4. Peopleare fed up with unwanted & irrelevantinterruptions…
  5. 5. Marketing 1.0 – Consumer 1.0 • efficient • predictable • motivated by the best deals • mostly rational in buying decisions
  6. 6. Those were the Days…
  7. 7. Today’s consumer has changed
  8. 8. Consumer 2.0Meet the new “Homo Feelgoodonicus”:• is inefficient & unpredictable• is motivated by what makes him/her happy• ignores most of the marketing messages• can decide & buy entirely based on emotions• likes to be social and be part of a community
  9. 9. People 2.0 are “interconnected”he average “interconnected” consumer has +150 followers
  10. 10. Only 14% trust … online ads
  11. 11. >85% trust …Word of Mouth
  12. 12. a Wor(l)d of MouthLots of media tools at their fingertops
  13. 13. Consumer 2.0 • Emotional buyers • Interconnected • World of Media • >82% penetration • Rise of mobile
  14. 14. You can’t solveproblems of today
  15. 15. with the answers of yesterday
  16. 16. Time to get started1) Who is actively (7/week) using Foursquare?2) Who is actively using Twitter?3) Who is actively using Facebook?4) Who is actively using other Social Media?
  17. 17. 2. Who says so?
  18. 18. Antony SlabinckCEO @ LBi BelgiumHead of Social Media Task Force @ IAB
  19. 19. The Changing Consumer
  20. 20. The Changing Business
  21. 21. The Changing Agency
  22. 22. The changing media landscape
  23. 23. The changing media landscape
  24. 24. Doing this well is difficultand absolutely needs the best available skills
  25. 25. It is very difficult to achieveThe answer is in the blend
  26. 26. That’s why we built one company
  27. 27. Strong global footprint
  28. 28. BuildingBelievable Brands
  29. 29. 3. So … what‘sSocial Media?
  30. 30. Social Media is… • Interconnected People • having Conversations • using all available Media=> a shift in how people discover, read and share News & Information
  31. 31. Social media is just like real life!But with larger networks, 24/24, archived > 2
  32. 32. It no longer matters what YOU say!Today, your brand will be determined by: what you do who you are and what THEY say!
  33. 33. ocial Media Tools RSS Microblogs Social networks Blogs Wiki ‘s Social Bookmarking Virtual Worlds Podcast Vodcast Widgets Mobile Augmented Reality …
  34. 34. RSS PodcastMicroblogs VodcastSocial networks WidgetsBlogs MobileWiki ‘s Augmented RealitySocial Bookmarking …Virtual WorldsI couldn’t care less!
  35. 35. This is NOT about media nor about technology!
  36. 36. It’s all about:•People being interconnected•having Conversations•using all available Media
  37. 37. Key Principles to live by…1. Get connected. You will not fully grasp the potential if you are not connected.2. Think like your customers (and their customers). Get to know them and their agenda. Interact with them. Leverage your influencers.3. Strategy first, then technology. Don’t make Social a business priority. Make it an enabler of your existing business priorities.4. Get comfortable with change. It’s the new constant. Don’t be afraid to be an early adopter (or at least a fast follower).5. Watch. Listen. Learn. Interact. Repeat. Commit to ongoing learning, interaction and conversations with your customers.
  38. 38. hreats It’s probably just a Fad/Hype/Technology Communities are created without my consent We will not be in control anymore! Company processes are not ready Company/employee culture is not ready Our CEO doesn’t use Facebook… Campaigns without a strategy Starting too late All budget to campaign, not enough left for 1 year of “ongoing dialogue” …Social Media needs a new attitude from all stakeholders!
  39. 39. pportunities Market research – Authentic Customer Insights Customer Support Contextual marketing / Social CRM Product Design Natural SEO Human Resources Developing new business models Sales …You can already start a dialogue for less than 0,2 FTE (Social Media Managers, Conversation Managers, …)
  40. 40. Put yourcustomers first!
  41. 41. Engage customers on their terms
  42. 42. You have to understand the basics of:3.Social Communities4.Brand Advocates5.When Social Meets Mobile6.Location Based Services
  43. 43. 4. Social Communities
  44. 44. How do communities get started?
  45. 45. How do communities get started? ou need a fool to start , he needs the guts to stand alone and look ridicolous ust be easy to follow irst follower transforms the fool into a leader eader shows how to follow t’s now about them econd follower changes two nuts into a crowd ew followers need to see the followers as they want to emulate them movement is started!
  46. 46. Your Checklist for a succesfull case: Fun experienceYou should offer: Added Value Participation Collaboration/Sharing Dialogue/Tool AuthenticYou should be: Relevant Positive Honest Trustworthy
  47. 47. Pick up user generated storiesEnhance them
  48. 48. 5. Brand Advocates Basics
  49. 49. What’s a Brand Advocate? customer…who has an outspoken positive perception of a brandwho will talk favorably about a brand to their friendshey have help generate brand awarenesswho can always been there …UT never influence purchase intentionswho can had much chance to be heard.DIGITAL is their tool
  50. 50. Customers as Brand Advocates Brand Advocates: They like to convert peers Often as well Innovators (2%) & Early Adopters (13%) They express their love for your brand to others (but are not trying to convert others, typically Facebook Fans)
  51. 51. Why are Brand Avocates so interesting? Promotional offers sent by Advocates convert 5 times more (than offers sent by brands) ACTION: Identify and mobilize your Advocates!
  52. 52. 53 percent of advocates(vs 33 percent for consumers) want to be recognized as an individual. Deloitte study
  53. 53. Support their creative conversation
  54. 54. Help!We have a disaster on our hands!
  55. 55. Do brands monitor their reputation today?**Source: 2008 WebKnow Study, Cologne University
  56. 56. Case: Kryptonite - Consumer in control
  57. 57. Case: Kryptonite - Consumer in control
  58. 58. ase: Toyota - Boosted Conversations They turned up the volume of their response level and created a social media war room that’s staffed with 6 to 8 responders during the crisis.
  59. 59. oyota case: Some Facts In the first 5 days, over a million people viewed the Digg Dialogg video interview with president, Jim Lentz: “Some of our models, such as Prius, have entrenched communities of enthusiasts with whom we engage, as they’re authentic brand advocates.” “ROI is certainly important to us in the long run, however we don’t plan to wait to define it before advancing initiatives we know are important. Over time we will definitely evaluate our efforts in order to determine how they are impacting key metrics. Those results will become the new benchmarks for future initiatives, and ultimately the foundation for measuring ROI.”
  60. 60. Ooops ...We forgot to talk about your most valuable brand influencers … as many companies tend to forget. Big mistake, sorry!
  61. 61. Your employees!The most overlooked segment of potential brand building are your employees!They are out there in the world interacting with people every day (Ogilvy & Mather)
  62. 62. 6. BrandAmbassadors
  63. 63. Brand Advocates & Brand Ambassadors Brand Ambassadors: Brand Advocates:Paid employees or receive kind of They like to convert peers financial award to promote a Often as well Innovators (2%) & Early Adopters (13%) brand They express their love for your brand to others (but are not trying to convert others, typically Facebook Fans)
  64. 64. Case Best Buy - Twelpforce Checklist OFFER:  Fun Experience  Added Value  Collaboration  Participation  Dialogue/Tool Checklist BE:  Authentic  Relevant  Positive  Honest  Trustworthy
  65. 65. Case: Twelpforce (Best Buy)
  66. 66. We found our Ambassador... hope you have too!
  67. 67. 7. When Social meets Mobile
  68. 68. What is makes Mobile so special?QUESTION: Can you please show your mobile?2. Mobile is personal3. Mobile is always carried – the world in my pocket4. Mobile is always on5. Mobile has a built in payment mechanism6. Mobile is there at the point of creative impulse (instant)
  69. 69. What’s the sum of Social + Mobile + Loyalty? Loyalty € Social Mobile
  70. 70. 8. Location Based Marketing It’s all about relevance
  71. 71. The boom today: Location Based Services • People- and business-driven • De-centralized models • Bottom-up • Rich experience • Relationship, engagement, loyalty • Social • Incentive-based (badges, coupons, ...) €
  72. 72. Case Thomas Cook – Location Based Service • World Travel Conference • 2000 attendees Checklist OFFER:  Fun Experience • How to interact with Added Value attendees? • How to manage?  Collaboration • Fast and efficient  Participation  Dialogue/Tool Checklist BE: • Welcome messages Authentic  • Timed announcements  Relevant • Departure messages Positive €   Honest • 4 interactive zones  Trustworthy • Targeted announcements • Real Time Statistics => adaptations
  73. 73. 9. Some B2B cases
  74. 74. 2B Case: KINAXIS – BlogKinaxis is a supply chain management company and used a range of social media tools toeffectively raise awareness of their services. They decided to take a humorous approach totheir campaign, such as their video series ‘Suitemates, The Late Night Supply Chain Show’and their blog, ‘The 21st Century Supply Chain blog’.Their integrated social mediacampaign combines video,blogging, LinkedIn, Twitter andonline communities to combinetheir fun approach with a realbusiness focus. Kinaxis claimthey received 42,000 leadsfrom the initiative and a 2.7%increase in traffic to their site.
  75. 75. 2B Case: Ernst & Young – FacebookErnst & Young invested in a new method for recruitment, turning to Facebook with thelaunch of their Ernst & Young Careers page. Facebook was the ideal platform for this, as therecruitment initiative was primarily aimed at college students, who are arguably the mostproficient and active Facebook users. They’ve amassed an impressive 66.000 Likes on thepage since it was started. Attracting new employees through a platform that resonates withthem instead of trying to attract people to their website through a traditional ad campaign.
  76. 76. B2B Case: CISCO – ASR900
  77. 77. 2B Case: Dymo – Dealer PortalDYMO Corporation is the leadingmanufacturer of handheld labelmakers & label printers and wanted tobuild a direct & regular contact withtheir resellers.They developed an extranet baseddealer portal using different Loyalty &Social functionalities.Main focus is on creating real addedvalue for the resellers throughproviding all Marketing & CampaignMaterials, very easy E-LearningModules, linking the monthly sales outdata with a Loyalty Program & internalcompetition.
  78. 78. 2B Case: CREE – Website, Facebook, ...CREE, manufacturer of LED technology developed a microsite: “Cree LED revolution”. The sitefeatures competitions for users, Facebook & Twitter integration and the company blog. Theuser generated content section ‘cry for help’ features users who submit photos of theirpoorly lit working and living environments. Cree then select a monthly winner who wins freelighting. The microsite design shows how Cree are approaching this.Despite being a B2B brand, thesite has none of the expectedcorporate look and feel and justlooks like a fun place to hangout, while being branded all thetime of course. Their Facebookpage became very active andengaged, commenting andLiking on posts. The photocontest section on their site is agreat example of how they’veopened up the community andare raising awareness of theirproduct to new audiences.
  79. 79. B2B Case: IBM – The Art of Sale
  80. 80. 2B Case: SCANIA – Social NewsroomSCANIA wanted to look at what they could offer their consumers in a branded online space.Their social newsroom features original content focused within their industry. Different typesof content, including a blog and an embedded Flickr gallery, gives something to their usersthat you wouldn’t normally expect from a company of their type or industry.Based on how people are discovering content nowadays, by offering a completely socialexperience.
  81. 81. 2B Case: Accenture – Linkedin GroupAccenture focused on building out their LinkedIn group to run their recruitment campaign.They focused initially on building up their company LinkedIn group to amass over 6.800 members in what became a very active community. This has grown to generate subgroups which are represented by different specialists within Accenture. Their LinkedIn activity has resulted in employments for the business.
  82. 82. 10. And now it’s time you startbuilding your case!
  83. 83. Start early!So you can … fail sooner
  84. 84. LBi’s Social Media Roadmap Low Attention span High Attention 2 months 12 months Attention 2 years 2 weeks Lowcontrol .crowd sourcing .brand advocates empower .1:1 marketing .loyalty program engage .microblog .1:1 emails .shared experiences .enriched profiles .social bookmarking .podcast .personalized folders .visual DNA Control dialogue .1:1 booklets .reputation management .1:1 lab .online media campaign .wiki .surveys listen .twitter .hire conversation Manager .employees .email marketing .blog .facebook .testimonials .PR .website publish .print .monitoring .TV .folder HighControl .radio .magazine 1.0 .direct marketing 2.0 3.0 Low High Interaction Interaction Interaction
  85. 85. Social media shouldn’t be 100% of 1 person’s job,but 1% of 100 people’s jobs
  86. 86. Prepare for engagement (Part 1/3) • Where are your target groups (Listen)? 4. Do we have Social Media believers within our company? • Can we group the Brand Ambassadors (employees)
  87. 87. Prepare for engagement (Part 2/3) • Can we locate Brand Advocates (Consumers) • Can we get support & buy-in from management • Is our organisation & processes ready?(SM Guidelines)
  88. 88. Prepare for engagement (Part 3/3) • Define your marketing objective + KPI’s (Awareness, Fidelisation, ...) • Set up more professional Monitoring of your MicroSegments • Allocate time, resources and budget
  89. 89. onitoring
  90. 90. isten M ic r o b lo g g in g • Many free tools •Aggregate brand mentions in open content sources, e.g. B lo g s • Blogs and forums • Tweets • News feeds • Requires time, resources and A g g re g a to rs patience, due to the manual work associated to it
  91. 91.
  92. 92. Monitor& Find Common Ground
  93. 93. . Monitor• To listen actively, report and analyse• Measure results, changes and trends• Identify potential crises• Enterprise tools specialise in tracking and measurement• Identify where your target groups are• Learn their language
  94. 94. . Engage • Set up a conversation team • Set up conversation guidelines • Microsegment • Define your objectives • Different strategies/segment • Define action and reaction based on the analysis of data • Respond on questions and complaints • Use customer insight for improvement and innovation Back • Adapt your roadmap
  95. 95. Engage & Empower (Part 1/3) • Analyse your listening & monitoring results • Build a strategy & roadmap based on the objective/microsegment • Build a presence on the main application of your targetgroup
  96. 96. Engage & Empower (Part 2/3) • Pick up user generated stories • Create Added Value content, applications or widgets • Boost these stories through communities & networks
  97. 97. Engage & Empower (Part 3/3) • Empower Brand Ambassadors (Employees) • Empower Brand Advocates (Consumers) • Consistent 360 degrees presence (Perfect Media Mix)
  98. 98. Marketing is alive!
  99. 99. 10 Social Media Guidelines (Phase1: Basic) • Start with social media in a very early stage (Listen) • Locate your target groups • Locate the SM believers within your company (employees) • Group the Brand Ambassadors (employees) • Locate Brand Advocates (Consumers) • Get support/buy-in from management • Check your organisation & processes (SM Guidelines) • Define your marketing objective + KPI’s (Awareness, Fidelisation, ...) • Set up more professional Monitoring of your MicroSegments • Allocate time, resources and budget
  100. 100. 10 Social Media Guidelines (Phase2: Advanced) Once you are ready to ENGAGE & EMPOWER • Analyse your listening & monitoring results • Build a strategy & roadmap based on the objective/microsegment • Build a presence on the main application of your targetgroup • Pick up user generated stories • Create Added Value content, applications or widgets • Boost these stories through communities & networks • Empower Brand Ambassadors (Employees) • Empower Brand Advocates (Consumers) • Consistent 360 degrees presence (Perfect Media Mix) • It’s not about you, it’s about them!
  101. 101. Thanks for the ride. Let’s hit the road now…Antony Slabinck LBi www.lbigroup.be