Trusight - Social Media for B2B Organizations

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  • Missouri School of JournalismEmpowered
  • NGOs – Non-Government Organizations
  • ----- Meeting Notes (7/29/13 20:29) -----Add a slide recapping the 5 issues on one slide.
  • Good stats to know on B2B and the BORING WAY most B2B companies display them. The more interesting thing to think about is new ways to make this content digestible…. 140 Charecters or less. That is how you have to think about using your content as currency.----- Meeting Notes (7/29/13 20:29) -----Call out two talking points on the 2nd graphic.
  • BI = Business Insurance – One of the largest B2B publications out there in the insurance spaceGreen logo – RIMS.org
  • Transition - Listening can happen anywhere
  • Jared Wade is the name of the person’s account who started it but it represents Risk management website and publication.
  • We also know Marsh has a very strong presence at RIMS each year sending over 250 employees. You’ve created an FYI guide for all attendees, have one of the largest booths at the conference and you’ve even created your own mobile app.
  • Data
  • Opportunities to engage.
  • Interests – Sunday Night Football, Jonny Cash and Miranda LambertSo how might you build out an enriched profile on individuals like Jeff Stege
  • Events are a very small segment in time. Let’s shift gears into the day to day opportunities. Here’s a look at your site and you guys do a great job of consolidating your content by <advance> industries, <advance>, by products and <advance> risks. Each one of these areas outline where Marsh can help and list insights and content for all these areas. We wanted to take a look at one of these areas and we choose <advance> Cyber Risk. Depending on your priorities we could do a deep dive on any of these topics.
  • When looking at Cyber Risk, we found <advance> some large communities.And, we also found some very passionate communities for Cyber Risk. While they may seem small, this is a very specific group interested in Cyber Risk.
  • A lot of people ask, can B2B companies be successful in social specifically on Facebook. Here’s a B2B community with over 100,000 likes. Here’s Cisco talking about the different types of security risks companies should be on the lookout for. This page has over 170,000 likes on it and that means as they post new content it has the opportunity to be seen by 170K people once they post it. Why type of content do they post? <advance through talking about the different types of content>.<advance through the different posts>
  • Trusight - Social Media for B2B Organizations

    1. 1. MAKING SENSE OF SOCIAL MEDIA FOR B2B COMPANIES JOSH KIMBER @JOSHKIMBER ABOUT.ME/JOSHKIMBER
    2. 2. Social Media “Web sites and other online means of communication that are used by large groups of people to share information.”
    3. 3. 6 ISSUES DRIVING CHANGE
    4. 4. ISSUE #1 – AUDIENCES ARE EVERYWHERE
    5. 5. ISSUE 2 – EVERYONE IS AN AUTHOR
    6. 6. ISSUE 2 – ANYONE CAN AUTHOR NEWS
    7. 7. ISSUE #3 – WE DON’T TRUST BUSINESSES
    8. 8. ISSUE #4 – MARKETING NO LONGER CREATES DEMAND
    9. 9. ISSUE #4 – MARKETING NO LONGER CREATES DEMAND
    10. 10. ISSUE #5 – PERSONAL AND PROFESSIONAL RELATIONSHIPS HAVE CONVERGED
    11. 11. #6 – TIMING IS EVERYTHING
    12. 12. #6 – TIMING IS EVERYTHING
    13. 13. #6 – TIMING IS EVERYTHING
    14. 14. #6 – TIMING IS EVERYTHING
    15. 15. 6 ISSUES DRIVING CHANGE • #1 – Audiences are everywhere. • #2 – Everyone can be an author/creator of content. • #3 – People don’t trust business anymore. • #4 – Marketing no longers creates demand. • #5 – Personal and Professional relationships are no longer exclusive. • #6 – Timing is everything.
    16. 16. DOES B2B BELONG IN SOCIAL?
    17. 17. A LOOK AHEAD IT’S NOT B2B. IT’S BECOMING P2P.
    18. 18. SOCIAL MATURITY FRAMEWORK 2 – Developing • Marketing interacts • Direct consumer engagement • Paid/owned/earned presences are born 1 – Initial • PR and Communications • Simple monitoring • Report on Sentiment and Influence 3 – Defined • Marketing promotions take form • Customer service engages • Social graph aggregation 4 – Managed • Global coordination • Governance and social incident response plans • Paid/owned/earned is optimized 5 – Optimized • Social embedded into products, services and events • Links to customer service, sales, HR, IT Functionality ExtensiveLimited BusinessImpactHighLow
    19. 19. “The only sustainable competitive advantage is knowledge of and engagement with customers.” Josh Bernoff, Forrester Analyst Competitive Strategy in the Age of the Customer, June 2011
    20. 20. UNDERSTANDING CUSTOMERS – MEET ASHLEY  Life Time Fitness member at Crosstown since December. • 400 club visits since she joined. • Over fifty visits between September through October. • Current membership – Jr. Executive
    21. 21. SOCIAL DATA - IT’S ASHLEY’S BIRTHDAY Whoa. She bought a Groupon for CorePower Yoga? Possible attrition. She loves yoga and Caribou Coffee Past tweets and check-ins confirm this.
    22. 22. CAMPAIGN – HAPPY BIRTHDAY FROM LIFE TIME Life Time responds with a card wishing her a happy 27th birthday from @lifetimefitness and @lifepoweryoga. Included a Caribou Coffee gift card for $27. Total cost = $31 7/30/2013 // Life Time – The Healthy Way of Life Company℠
    23. 23. HER REPLY 7/30/2013 // Life Time – The Healthy Way of Life Company℠
    24. 24. AND IT DIDN’T STOP THERE 7/30/2013 // Life Time – The Healthy Way of Life Company℠ Standard mention Referral Strong Referral Retweet
    25. 25. THE RESULT • 17 @lifetimefitness mentions between November- January to over 1,000 followers. • 1 Referral join via twitter and 3 total November-January. Average Annual member spend = $1,400 Return = $4,200 for $31 • The best part, when asked, she never activated her CorePower Yoga pass she purchased from Groupon. Whoa! What just happened?
    26. 26. SOCIAL NETWORKS ERP CRM EMAIL LOYALTY COMMUNITY MARKETING ACTIVITIES SOCIAL DATABUSINESS DATA ACQUISITION RETENTION Engagement Quadrants
    27. 27. 4Magnify Word of Mouth ATTRACT 1 Centralize Profile Data NURTURE 2Connect to Social Channels INFLUENCE 3Surprise & Delight! ADVOCACY Customer Profile Engagement Quadrants
    28. 28. How Social can drive incremental business in B2B. • Social Listening – Identify new leads and current customer opportunities • Social Engagement – Driving incremental visitors to existing content • Create A Community – Enable collaboration and access to exclusive content
    29. 29. SOCIAL LISTENING
    30. 30. LISTEN FOR ENGAGEMENT OPPORTUNITIES ACROSS THE ENTERPRISE Strategic Planning Sales Marketing Innovation Customer Service • Industry • Competitors • Hot topics • Trends • Purchase intent • Lead gen • Funnel analysis • Brand perception • Brand reach • Content strategy • Product Development • New opportunities • Desired features • Issue resolution • Product performance • Support trends Insights Business Value LISTENING OPPORTUNITIES
    31. 31. RIMS 2012 Conference MediaConversation Cloud Topic Trends 3,617 Conversations between 4/1-5/31/12
    32. 32. Mentions from RIMS
    33. 33. /pub//jeff-stege- arm/20/923/2a7 288 connections Jeff Stege kellertxdad@gmail.com /Keller.tx.dad 316 Friends Career: Title – Dir Risk Management 4+ years Interests: Brands: Life Stage: Married 2 kids@KellerTXDad 170 followers 2,532 Tweets
    34. 34. SOCIAL ENGAGEMENT
    35. 35. CYBER RISK Gender Conversation Cloud Media Age 35,936 Conversations in Past 90 Days Cyber Risk
    36. 36. CYBER RISK COMMUNITIES Large/Business Communities Small/Niche Communities
    37. 37. We’ve been tracking threats for 2013 and what this could mean to cyber risk policies as well. More here… CTA - Campaign Engagement can also mean proactive communication.
    38. 38. MOZ – FORMERLY SEOMOZ.COM
    39. 39. WHITEBOARD FRIDAY’S
    40. 40. MOZ BLOG
    41. 41. CREATE A COMMUNITY
    42. 42. MORE MOZ
    43. 43. MARSH COMMUNITIES
    44. 44. BRINGING IT HOME
    45. 45. SOCIAL LISTENING • Identify what areas of your organization could benefit from social listening. – Marketing? Sales? Product Development? • Determine where your community is. • Outline the goals of listening. • Capture benchmarks/KPI to measure success.
    46. 46. SOCIAL ENGAGEMENT • Reactive Communication – How will you respond to specific situations? – Who will reply to certain mentions/posts? – Create a Social Playbook and Social Media Policy. • Proactive Communication – What content does your community need to be successful? – Develop/define a content strategy.
    47. 47. CREATE A COMMUNITY • Do you have exclusive content that would require an email/login? • Are your customers asking to connect to other customers?
    48. 48. TODAY’S TOPIC • Making Sense of Social Media for B2B companies. – What is driving the change to Social Media? – Is Social Media the right place for B2B companies? • Social Listening • Engagement • Communities • Next Steps for your organization.
    49. 49. THANK YOU - Q &A JOSH KIMBER @JOSHKIMBER ABOUT.ME/JOSHKIMBER
    50. 50. PEOPLE TO FOLLOW • Gary Vaynerchuk - @garyvee – 25 minute video - http://youtu.be/WGTpp2mWW64 – Author of Crush It, The Thank You Economy and Jab, Jab, Jab, Right Hook • Jay Baer - @jaybaer – Author of YOUtility – Host of Social Pros Podcast • Jerimiah Owyang - @jowyang – Altimeter Group Analyist • Brian Solis - @briansolis – Author of The End of Business as Usual and WTF
    51. 51. COMPANIES TO FOLLOW • Altimeter Group - @AltimeterGroup • Salesforce Marketing Cloud - @MarketingCloud • Hubspot - @Hubspot • Spredfast - @spredfast • Moz - @Moz

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