Social media in b2 b marketing 2012 dec 18 96p3

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Workshop met Antony Slabinck, LBi, voor het DM Institute van Erik Van Vooren

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Social media in b2 b marketing 2012 dec 18 96p3

  1. 1.    Social  Media  in  B2B   18  December  2012  
  2. 2. Dank  aan  onze  Support  Partners  
  3. 3.    Social  Media:  B2B  versus  B2C  
  4. 4. 1.  Marke)ng  is  Dead    
  5. 5. People  are  fed  up  with   unwanted  &     irrelevant  interrup3ons…  
  6. 6. Marke:ng  1.0  –  Consumer  1.0   •  efficient   •  predictable   •  mo6vated  by  the  best  deals   •  mostly  ra6onal  in  buying  decisions    
  7. 7.  Those  were  the  days…  
  8. 8. Today’s  consumer       has  changed  
  9. 9. Consumer  2.0  Meet  the  new  “Homo  Feelgoodonicus”:      •   is  inefficient  &  unpredictable  •   is  mo:vated  by  what  makes  him/her  happy  •   ignores  most  of  the  marke:ng  messages  •   can  decide  &  buy  en:rely  based  on  emo:ons  •   likes  to  be  social  and  be  part  of  a  community  
  10. 10. The  consumer  has  changed…  h=p://www.youtube.com/watch?v=heSudg-­‐FIk  
  11. 11. People  2.0  are  “interconnected”  The  average  “interconnected”  consumer  has  +150  followers  
  12. 12. Only  14%  trust  …       online  ads  
  13. 13. >85%  trust  …      Word  of  Mouth  
  14. 14. a  Wor(l)d  of  Mouth    Lots  of  media  tools  at  their  fingertops  
  15. 15. Consumer  2.0   •  Emo:onal  buyers   •  Interconnected   •  World  of  Media   •  >82%  internet  penetra:on     •  Rise  of  mobile  
  16. 16. You  can’t  solve      problems  of  today    
  17. 17. with  the  answers       of  yesterday  
  18. 18. Technology  is  changing  fast…  CdRom    h=p://www.youtube.com/watch?v=7eAaNI6bfI8  
  19. 19. Time  to  get  started  1)  Who  is  ac:vely  (7/week)  using  Foursquare?  2)  Who  is  ac:vely  using  TwiXer?  3)  Who  is  ac:vely  using  Facebook?    4)  Who  is  ac:vely  using  other  Social  Media?    
  20. 20. Technology  is  changing  fast…  TypeWriter    h=p://www.youtube.com/watch?v=eB3TuLM-­‐6ys  
  21. 21. 2.  Who  says  so?    
  22. 22. Antony  Slabinck  CEO  @  LBi  Belgium  Head  of  Social  Media  Task  Force  @  IAB  
  23. 23.  
  24. 24.  
  25. 25. The  Changing  Consumer  
  26. 26. The  Changing  Consumer  
  27. 27. The  Changing  Consumer  
  28. 28. The  Changing  Business  
  29. 29. The  Changing  Business  
  30. 30. The  Changing  Business  
  31. 31. Technology  is  changing  fast…  Google    h=p://www.youtube.com/watch?v=cdgQpa1pUUE  
  32. 32. The  Changing  Agency  
  33. 33. The  Changing  Agency  
  34. 34. The  Changing  Agency  
  35. 35. The  changing  media    landscape  
  36. 36. The  changing  media    landscape  
  37. 37.  Doing  this  well  is  difficult  and  absolutely  needs  the  best     available  skills  
  38. 38. The  answer  is  in  tto  achieve  It  is  very  difficult  he  blend  
  39. 39. We  don’t  have    all  the  answers  …  
  40. 40.    …  but  we  know  how  to  brew!  
  41. 41. It’s  all  in  the  blend  
  42. 42. Digital  Mastery  
  43. 43. That’s  why  we  built  one  company    
  44. 44. Strong  global  footprint  
  45. 45. Lost  Boys  Interna3onal  Building  Believable  Brands    
  46. 46. 3.  So  …  what‘s      Social  Media?  
  47. 47. Social  Media  is…   •  Interconnected  People   •  having  Conversa)ons   •  using  all  available  Media  =>  a  shi`  in  how  people  discover,  read  and  share  News  &  Informa3on  
  48. 48. Social  media  is  just  like  real  life!  But  with  larger  networks,  24/24,  archived  >  2  years  
  49. 49. It  no  longer  ma=ers  what  YOU  say!    Today,  your  brand  will  be  determined  by:     what  you  do         who  you  are and  what  THEY  say!    
  50. 50. Social  Media  Tools   RSS     Microblogs   Social  networks     Blogs     Wiki  ‘s   Social  Bookmarking   Virtual  Worlds   Podcast   Vodcast     Widgets   Mobile     Augmented  Reality   …  
  51. 51. RSS     Podcast  Microblogs   Vodcast    Social  networks     Widgets  Blogs     Mobile    Wiki  ‘s   Augmented  Reality  Social  Bookmarking   …  Virtual  Worlds       I  couldn’t  care  less!    
  52. 52. This  is  NOT  about  media     nor  about  technology!  
  53. 53. It’s  all  about:    •  People  being  interconnected      •  having  Conversa6ons  •  using  all  available  Media    
  54. 54. 5  Key  Principles  to  live  by…  1.  Get  connected.  You  will  not  fully  grasp  the  poten6al  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  exis6ng  business  priori6es.    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,   interac6on  and  conversa6ons  with  your  customers.    
  55. 55. Threats  §  It’s  probably  just  a  Fad/Hype/Technology  §  Communi6es  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  §  Star6ng  too  late  §  All  budget  to  campaign,  not  enough  leq  for  1  year    of  “ongoing  dialogue”  §  …  Social  Media  needs  a  new  artude  from  all  stakeholders!  
  56. 56. Opportuni6es  §  Market  research  –  Authen6c  Customer  Insights  §  Customer  Support  §  Contextual  marke6ng  /  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,  Conversa6on  Managers,  …)  
  57. 57. Put  your      customers  first!  
  58. 58. Engage  customers  on  their  terms  
  59. 59. You  have  to  understand  the  basics  of:    •  Social  Communi:es    •  Brand  Advocates  •  When  Social  Meets  Mobile  •  Loca:on  Based  Services  
  60. 60. 4.  Social  Communi)es    
  61. 61. How  do  communi:es  get  started?    
  62. 62. How  do  communi6es  get  started?  1.  You  need  a  fool  to  start  ,  he  needs  the  guts  to  stand  alone  and  look  ridicolous  2.  Must  be  easy  to  follow  3.  First  follower  transforms  the  fool  into  a  leader  4.  Leader  shows  how  to  follow  5.  It’s  now  about  them  6.  Second  follower  changes  two  nuts  into  a  crowd  7.  New  followers  need  to  see  the  followers  as  they  want  to  emulate  them  8.  A  movement  is  started!  9.  It’s  no  longer  risky  to  join  the  movement  10.  Those  who  didn’t  join  became  the  fools        
  63. 63. Case:  Obama  –  Yes  We  can  –  Hope.Act.Change    h=p://www.youtube.com/watch?v=jjXyqcx-­‐mYY&feature=related  
  64. 64. Case:  Obama  –  Yes  We  can  –  Hope.Act.Change    
  65. 65. Your  Checklist  for  a  succesfull  case:   ü Fun  experience   ü Added  Value  You  should  offer:   ü Par6cipa6on   ü Collabora6on/Sharing   ü Dialogue/Tool     ü Authen6c   ü Relevant  You  should  be:   ü Posi6ve   ü Honest   ü Trustworthy  
  66. 66.  Pick  up  user  generated  stories    Enhance  them  
  67. 67. 5.  Brand  Advocates     Basics  
  68. 68.    What’s  a  Brand  Advocate?   A  customer…     •   who  has  an  outspoken  posi:ve  percep:on  of  a  brand     •   who  will  talk  favorably  about  a  brand  to  their  friends     •   who  can  help  generate  brand  awareness     •   who  can  influence  purchase  inten:ons    They  have  always  been  there  …    BUT  never  had  much  chance  to  be  heard.  DIGITAL  is  their  tool    
  69. 69. Customers  as  Brand  Advocates   Brand  Advocates:   They  like  to  convert  peers   Oqen  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)  
  70. 70.  Why  are  Brand  Avocates  so  interes:ng?   Promo:onal  offers  sent  by   Advocates  convert  5  :mes  more     (than  offers  sent  by  brands)   ACTION:  Iden3fy  and  mobilize  your  Advocates!  
  71. 71. 53  percent  of  advocates  (vs  33  percent  for  consumers)  want  to   be  recognized  as  an   individual.     DeloiXe  study    
  72. 72. Support  their  crea:ve  conversa:on  
  73. 73. Help!        We  have  a  disaster  on   our  hands!  
  74. 74. Do  brands  monitor  their  reputa:on  today?*  *Source:  2008  WebKnow  Study,  Cologne  University  
  75. 75. Case:  Kryptonite  -­‐  Consumer  in  control     h=p://www.youtube.com/watch?v=t8XxcOj3Seo  
  76. 76. Case:  Kryptonite  -­‐  Consumer  in  control    
  77. 77. Case:  Toyota  -­‐  Boosted  Conversa6ons     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.  
  78. 78. Toyota  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  communi6es  of  enthusiasts  with  whom   we  engage,  as  they’re  authen6c  brand     advocates.”   “ROI  is  certainly  important  to  us  in  the  long  run,  however  we  don’t  plan  to  wait  to   define  it  before  advancing  ini6a6ves  we  know  are  important.    Over  6me  we  will   definitely  evaluate  our  efforts  in  order  to  determine  how  they  are  impac6ng  key   metrics.  Those  results  will  become  the  new  benchmarks  for  future  ini6a6ves,  and   ul6mately  the  founda6on  for  measuring  ROI.”  hXp://www.toyotaconversa:ons.com/  hXp://ad-­‐tech.blogs.imediaconnec:on.com/2010/03/30/370/  
  79. 79. Ooops  ...    We  forgot  to  talk  about  your  most  valuable   brand  influencers       …  as  many  companies  tend  to  forget.     Big  mistake,  sorry!    
  80. 80. Your  employees!    The  most  overlooked  segment  of  poten:al   brand    building     are  your  employees!      They  are  out  there  in  the  world  interac:ng   with  people  every  day      (Ogilvy  &  Mather)
  81. 81. 6.  Brand    Ambassadors  
  82. 82. Brand  Advocates  &  Brand  Ambassadors   Brand  Ambassadors:   Brand  Advocates:  Paid  employees  or  receive  kind  of   They  like  to  convert  peers   financial  award  to  promote  a   Oqen  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)  
  83. 83.  Case        Best  Buy  -­‐  Twelpforce   Checklist  OFFER:   q   Fun  Experience   q   Added  Value   q   Collabora6on     q   Par6cipa6on   q   Dialogue/Tool     Checklist  BE:   q   Authen6c   q   Relevant   q   Posi6ve   q   Honest   q   Trustworthy  
  84. 84. Case:  Twelpforce  (Best  Buy)    
  85. 85. We  found  our  Ambassador  ...  hope  you  have  too!  
  86. 86. 7.  When  Social    meets  Mobile    
  87. 87.  What  is  makes  Mobile  so  special?   QUESTION:  Can  you  please  show  your  mobile?   1.  Mobile  is  personal   2.  Mobile  is  always  carried  –  the  world  in  my  pocket   3.  Mobile  is  always  on   4.  Mobile  has  a  built  in  payment  mechanism   5.  Mobile  is  there  at  the  point  of  crea3ve  impulse  (instant)  
  88. 88. What’s  the  sum  of  Social  +  Mobile  +  Loyalty?   Loyalty   €        Social   Mobile  
  89. 89. 8.  Loca)on  Based   Marke)ng       It’s  all  about   relevance  
  90. 90. The  boom  today:  Loca:on  Based  Services   •  People-­‐  and  business-­‐driven   •  De-­‐centralized  models   •  Bo=om-­‐up   •  Rich  experience   •  Rela6onship,  engagement,  loyalty   •  Social   •  Incen6ve-­‐based  (badges,  coupons,  ...)   €  
  91. 91. Case  Thomas  Cook  –  Loca:on  Based  Service   •  World  Travel  Conference   •  2000  a=endees   Checklist  OFFER:   q   Fun  Experience   q   Added  Value   •  How  to  interact  with  a=endees?   •  How  to  manage?   q   Collabora6on   •  Fast  and  efficient   q   Par6cipa6on   q   Dialogue/Tool     Checklist  BE:   •  Welcome  messages   q   Authen6c   •  Timed  announcements    Relevant   q  •  Departure  messages   q   Posi6ve   €   q   Honest   •  4  interac6ve  zones   q   Trustworthy   •  Targeted  announcements   •  Real  Time  Sta6s6cs  =>  adapta6ons  
  92. 92.  
  93. 93. 9.  Some  B2B  cases    
  94. 94. B2B  Case:  Accenture  –  Linkedin  Group   Accenture  focused  on  building  out  their     LinkedIn  group  to  run  their   recruitment  campaign.   They  focused  ini:ally  on  building  up   their  company  LinkedIn  group  in  what   became  a  very  ac:ve  community  with   more  than  21.400  members.  This  has   grown  to  generate  13    subgroups  which   are  represented  by  different  specialists   within  Accenture.  Their  LinkedIn  ac:vity   has  resulted  in  employments  for  the   business.  hXp://www.linkedin.com/groups?about=&gid=2301607&trk=anet_ug_grppro  
  95. 95. B2B  Case:  SCANIA  –  Social  Newsroom  SCANIA  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  types  of  content,  including  a  blog  and  an  embedded  Flickr  gallery,    gives  something  to  their  users  that  you  wouldn’t  normally  expect  from  a  company  of  their  type  or  industry.    Based  on  how  people  are  discovering  content  nowadays,  by  offering  a   hXp://www.scanianewsroom.com/  completely  social  experience.        
  96. 96. B2B  Case:  CISCO  –  ASR  Launch  h=p://www.youtube.com/watch?v=90W5hWsYV3Q&feauture=player_embedded  
  97. 97. B2B  Case:  CISCO  –  ASR  Launch  
  98. 98. B2B  Case:  Dymo  –  Dealer  Portal  DYMO  Corpora:on  is  the  leading  manufacturer  of  handheld  label  makers  &  label  printers  and  wanted  to  build  a  direct  &  regular  contact  with  their  resellers.    They  developed  an  extranet  based  dealer  portal  using  different  Loyalty  &  Social  func:onali:es.      Main  focus  is  on  crea:ng  real  added  value  for  the  resellers  through  providing  all  Marke:ng  &  Campaign  Materials,  very  easy  E-­‐Learning  Modules,  linking  the  monthly  sales  out  data  with  a  Loyalty  Program  &  internal  compe::on.   hXp://www.dymoconnect.com  
  99. 99. Social  media  shouldn’t  be   100%  of  1  person’s  job,      but  1%  of  100  people’s  jobs  
  100. 100. B2B  Case:  IBM  –  The  Art  of  Sale  h=p://www.youtube.com/watch?v=90W5hWsYV3Q&feauture=player_embedded  
  101. 101. B2B  Case:  IBM  –  The  Art  of  Sale  What  Works:  IBM’s  Culture  for  Social  Media  Innova)on  1.  Stand  back  -­‐  Have  guidelines,  but  don’t  police  from  above.  Employees  tend  to   self-­‐regulate.  2.  Involve  employees  in  SM  planning  -­‐  Let  employees  write  the  guidelines  and   they’ll  feel  empowered.  3.  Give  them  the  tools—and  a  green  light  -­‐  Not  every  company  can  create  their   own  tools.  Look  for  powerful  social  media  tools  and  encourage  employees  to   use  them  to  do  their  jobs  be=er.  4.  Use  crowd-­‐sourcing  -­‐  Bring  together  employees,  clients,  partners  and  friends   for  powerful  idea-­‐sharing.  
  102. 102. B2B  Case:  IBM  –  The  Art  of  Sale  
  103. 103. B2B  Case:  IBM  –  The  Art  of  Sale  
  104. 104. 10.  And  now  it’s  )me   you  start  building     your  case!  
  105. 105. Start  early!  So  you  can  …     fail  sooner  
  106. 106. LBi’s  Social  Media  Roadmap   Low   Aien)on  span   High   Aien)on   2  months   12  months   Aien)on   2  years   2  weeks   Low     control   .crowd  sourcing   .brand  advocates   empower .1:1  marke6ng   .loyalty  program   engage   .microblog   .1:1  emails   .shared  experiences   .enriched  profiles   .social  bookmarking   .podcast   .personalized  folders     .visual  DNA   Control dialogue   .1:1  booklets   .reputa6on  management   .1:1  lab   .online  media  campaign   .wiki   .surveys   listen  .twi=er   .hire  conversa6on  Manager   .employees   .email  marke6ng   .blog   .facebook   .tes6monials   .PR   .website   publish   .print   .monitoring   .TV   .folder   High   Control   .radio   .magazine   1.0   .direct  marke6ng   2.0   3.0   Low   High   Interac)on   Interac)on   Interac)on  
  107. 107. Prepare  for  engagement  (Part  1/3)   1.  Where  are  your  target  groups  (Listen)?     2.  Do  we  have  Social  Media  believers  within  our  company?     3.  Can  we  group  the  Brand  Ambassadors  (employees)  
  108. 108. Prepare  for  engagement  (Part  2/3)   4.  Can  we  locate  Brand  Advocates  (Consumers)   5.  Can  we  get  support  &  buy-­‐in  from  management   6.  Is  our  organisa)on  &  processes  ready?(SM  Guidelines)  
  109. 109. Prepare  for  engagement  (Part  3/3)   7.  Define  your  marke)ng  objec)ve  +  KPI’s  (Awareness,  Fidelisa6on,  ...)   8.  Set  up  more  professional  Monitoring  of  your  MicroSegments   9.  Allocate  6me,  resources  and  budget  
  110. 110. Henry  Ford:    If  Id  asked  my  customers     what  they  wanted…  
  111. 111. If  Id  asked  my  customers   what  they  wanted…    theyd  said  a  faster  horse.     (Henry  Ford)
  112. 112. Monitoring  Measuring  the  Impact  
  113. 113. 1.  Listen   Microblogging   •   Many  free  tools   • Aggregate  brand  men:ons  in  open          content  sources,  e.g.   Blogs   • Blogs  and  forums   • Tweets   • News  feeds   •   Requires  :me,  resources  and     Aggregators          pa:ence,  due  to  the  manual  work            associated  to  it  
  114. 114. h=p://www.socialmen6on.com  
  115. 115.  Monitor    &  Find  Common  Ground  
  116. 116. 2.  Monitor  •   To  listen  ac:vely,  report  and  analyse  •   Measure  results,  changes  and  trends  •   Iden:fy  poten:al  crises  •   Enterprise  tools  specialise  in  tracking          and  measurement  •   Iden:fy  where  your  target  groups  are  •   Learn  their  language  
  117. 117. 3.  Engage   •   Set  up  a  conversa:on  team   •   Set  up  conversa:on  guidelines   •   Microsegment   •   Define  your  objec:ves   •   Different  strategies/segment   •   Define  ac:on  and  reac:on  based          on  the  analysis  of  data   •   Respond  on  ques:ons  and  complaints   •  Use  customer  insight    for  improvement  and   innova:on   •   Adapt  your  roadmap   Back    
  118. 118. Engage  &  Empower  (Part  1/3)   1.  Analyse  your  listening  &  monitoring  results     2.  Build  a  strategy  &  roadmap  based  on  the  objec6ve/microsegment   3.  Build  a  presence  on  the  main  applica6on  of  your  targetgroup  
  119. 119. Engage  &  Empower  (Part  2/3)   4.  Pick  up  user  generated  stories   5.  Create  Added  Value  content,  applica6ons  or  widgets   6.  Boost  these  stories  through  communi)es  &  networks  
  120. 120. Engage  &  Empower  (Part  3/3)   7.  Empower  Brand  Ambassadors  (Employees)   8.  Empower  Brand  Advocates  (Consumers)   9.  Consistent    360  degrees  presence  (Perfect  Media  Mix)  
  121. 121. Yes  you  can  …  solve  problems  of  today         with  the  answers     of  yesterday  TODAY  
  122. 122. Marke:ng  is  alive!    
  123. 123. 10  Social  Media  Guidelines  (Phase1:  Basic)   1.  Start  with  social  media  in  a  very  early  stage  (Listen)   2.  Locate  your  target  groups   3.  Locate  the  SM  believers  within  your  company  (employees)   4.  Group  the  Brand  Ambassadors  (employees)   5.  Locate  Brand  Advocates  (Consumers)   6.  Get  support/buy-­‐in  from  management   7.  Check  your  organisa)on  &  processes  (SM  Guidelines)   8.  Define  your  marke)ng  objec)ve  +  KPI’s  (Awareness,  Fidelisa6on,  ...)   9.  Set  up  more  professional  Monitoring  of  your  MicroSegments   10. Allocate  6me,  resources  and  budget  
  124. 124. 10  Social  Media  Guidelines  (Phase2:  Advanced)   Once  you  are  ready  to  ENGAGE  &  EMPOWER     1.  Analyse  your  listening  &  monitoring  results     2.  Build  a  strategy  &  roadmap  based  on  the  objec6ve/microsegment   3.  Build  a  presence  on  the  main  applica6on  of  your  targetgroup   4.  Pick  up  user  generated  stories   5.  Create  Added  Value  content,  applica6ons  or  widgets   6.  Boost  these  stories  through  communi)es  &  networks   7.  Empower  Brand  Ambassadors  (Employees)   8.  Empower  Brand  Advocates  (Consumers)   9.  Consistent    360  degrees  presence  (Perfect  Media  Mix)   10. It’s  not  about  you,  it’s  about  them!  
  125. 125. It’s  up  to  you  to   judge  if  this    presenta)on  was  ...  
  126. 126.  Authen)c  
  127. 127.  Relevant  
  128. 128.  Posi)ve  
  129. 129.  Honest  
  130. 130.  Trustworthy  
  131. 131. But  I  certainly    hope  that  you      appreciated  ...  
  132. 132.  Dialogue  
  133. 133.  Sharing  
  134. 134.  Par)pa)on  
  135. 135. And  that  it    brought  to  you         ...
  136. 136.  Added  Value  
  137. 137.  Fun  
  138. 138. Marke)ng  is  alive!       But  we’ll  have  to  respect  the  voices  of  millions!Antony  Slabinck   LBi  Belgium  antony.slabinck@lbi.com   www.lbi.com  www.twiXer.com/antonyslabinck   www.twiXer.com/lbi_belgium  

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