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B2B Social MediaBest Practices & Next Steps
The State of B2B Social Media• 31% Annual Growth Rate• Business Alignment• Lean & Agile• B2B Benchmarking• Challenges
Stages of Social Business MaturityPLANNING PRESENCE ENGAGEMENT FORMALIZED STRATEGIC CONVERGEDListen & Learn Establish Foot...
Social Listening Best Practices• Characteristics• KPIs & ToolsACTION ITEM:• Move Beyond the Brand– Customer Service, Produ...
XO CommunicationsAdvanced SentimentAnalysis andPredictiveAnalytics provideCustomer IntelligenceBottom-Line BusinessResults...
Optimizing Value of Social ListeningDefine specific objectives for listeningSelect metrics based on business goalsSelect [...
Establishing Social Presence Best Practices• Characteristics• Benchmarks• KPIs & ToolsACTION ITEM:• Tap into Influencer Ma...
Emerson ClimateTechnologiesSub-Brand LoyaltyPR CampaignBottom-Line BusinessResults:Goal of 1,000 votes135,000+ votesSocial...
Optimizing Value of Establishing PresenceUpsell proof-of-concept resultsReview alignment of metrics to businessobjectivesS...
Community Engagement Best Practices• Characteristics• KPIs & Tools
Role in Consideration Phase of Purchasing• Mind the Gap• Content Bedrock60%of the sales cycle isover before a buyertalks t...
Community Engagement Best PracticesACTION ITEMS:• Mature Content Strategy– Solving Before Selling– Reimagine, not Recycle–...
Real-Time Marketing v Newsjacking
Community Engagement Case StudyAgilent TechnologiesIntegrated LeadGeneration CampaignSophisticated ContentEngagement Strat...
KinaxisMature ContentStrategyBottom-Line BusinessResults:2,534 registeredcommunity members,only 25% existingcustomers3.2x ...
Optimizing Value of EngagementDefine rules and processes for engagementUnderstand value creationInternal PR for social mat...
Management Reporting Best Practices• Characteristics• KPIs & ToolsACTION ITEM:• Start Dashboarding
Management Reporting Best PracticesRainBird CorporationDashboardingAggregating campaigndata to enable agilecampaign optimi...
Journey to Becoming a Social Enterprise
If you don’t get social integratedthroughout your enterprise andinfused in your culture ASAP,no other advice will matter.“...
Confidential © 2012 Canyon Communications, Inc. All Rights ReservedQuestions?
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The State of B2B Social Media 2013

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The State of B2B Social Media 2013

  1. 1. B2B Social MediaBest Practices & Next Steps
  2. 2. The State of B2B Social Media• 31% Annual Growth Rate• Business Alignment• Lean & Agile• B2B Benchmarking• Challenges
  3. 3. Stages of Social Business MaturityPLANNING PRESENCE ENGAGEMENT FORMALIZED STRATEGIC CONVERGEDListen & Learn Establish Footprint Build Relationships Organize for ScaleBecoming aSocial BusinessBusinessis Socialbasic customer expectationdifferentiating brand experiences
  4. 4. Social Listening Best Practices• Characteristics• KPIs & ToolsACTION ITEM:• Move Beyond the Brand– Customer Service, Product Development, HR– Mitigating Risk– Sales Engagement
  5. 5. XO CommunicationsAdvanced SentimentAnalysis andPredictiveAnalytics provideCustomer IntelligenceBottom-Line BusinessResults:23% decrease incustomer churn within18 monthsMulti-million $$$savings in 1st year ofapplicationIncrease revenueSocial Listening Case Study
  6. 6. Optimizing Value of Social ListeningDefine specific objectives for listeningSelect metrics based on business goalsSelect [and evolve] a monitoring platformCommunicate resultsIdentify growth opportunities
  7. 7. Establishing Social Presence Best Practices• Characteristics• Benchmarks• KPIs & ToolsACTION ITEM:• Tap into Influencer Marketing
  8. 8. Emerson ClimateTechnologiesSub-Brand LoyaltyPR CampaignBottom-Line BusinessResults:Goal of 1,000 votes135,000+ votesSocial referral trafficRevenue exceededprojectionsEstablishing Social Presence Case Study
  9. 9. Optimizing Value of Establishing PresenceUpsell proof-of-concept resultsReview alignment of metrics to businessobjectivesShareable content masteryEstablish governance, define boundaries
  10. 10. Community Engagement Best Practices• Characteristics• KPIs & Tools
  11. 11. Role in Consideration Phase of Purchasing• Mind the Gap• Content Bedrock60%of the sales cycle isover before a buyertalks to yoursalesperson
  12. 12. Community Engagement Best PracticesACTION ITEMS:• Mature Content Strategy– Solving Before Selling– Reimagine, not Recycle– Embrace Real-Time Marketing• Master Social Conversionsocial proof + strong ties = socialconversion
  13. 13. Real-Time Marketing v Newsjacking
  14. 14. Community Engagement Case StudyAgilent TechnologiesIntegrated LeadGeneration CampaignSophisticated ContentEngagement StrategyBottom-Line BusinessResults:Increased referraltrafficSignificantly higherconversion ratesMeasurable revenueattribution
  15. 15. KinaxisMature ContentStrategyBottom-Line BusinessResults:2,534 registeredcommunity members,only 25% existingcustomers3.2x increase in leadgen volume35-40% of all leadscome from webCommunity Engagement Case Study
  16. 16. Optimizing Value of EngagementDefine rules and processes for engagementUnderstand value creationInternal PR for social maturationEvaluate social ecosystem tools for scaleOngoing audit and interventions
  17. 17. Management Reporting Best Practices• Characteristics• KPIs & ToolsACTION ITEM:• Start Dashboarding
  18. 18. Management Reporting Best PracticesRainBird CorporationDashboardingAggregating campaigndata to enable agilecampaign optimizationBottom-Line BusinessResults:Enabled quickbusiness decisionsImproved reachROI optimization
  19. 19. Journey to Becoming a Social Enterprise
  20. 20. If you don’t get social integratedthroughout your enterprise andinfused in your culture ASAP,no other advice will matter.“”The Social and The ExtinctTed CoineThe Forecast for Social Business
  21. 21. Confidential © 2012 Canyon Communications, Inc. All Rights ReservedQuestions?

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