B2B Social Media

723 views

Published on

Steve Thomas covers social media for B2B during his session at the 2010 MarketSTL Conference

Published in: Technology
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
723
On SlideShare
0
From Embeds
0
Number of Embeds
36
Actions
Shares
0
Downloads
10
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

B2B Social Media

  1. 1. Social Media what it means for B2B<br />Steve Thomas<br />@TNIMAN<br />#MarketSTL<br />
  2. 2. Social Media. Now the Norm!<br />
  3. 3. my reference point: The Net Impact<br />Web Development - Internet Marketing Agency<br />What we do…<br />Develop online strategies<br />Execute marketing tactics<br />Measure, report, confer and revise<br />AKA: test – test – test – test – test – test….<br />Great team of 44 people 5 miles from here<br />
  4. 4. Statistics, Statistics & More Statistics <br />4<br /><ul><li>54% (112MM) of US Internet users are now on Facebook
  5. 5. 25% of all US based page views occurred on a social media site</li></ul>ComScore- Jan 2010<br /><ul><li>90% of consumers trust recommendations from people they know.
  6. 6. Only 41% trust sponsored ads on web pages. </li></ul>Nielsen – Dec 2009<br /><ul><li>In December 2009, there were 248M unique monthly users on the top eight social networks in the US, an increase of 41% from January 2009.</li></ul>Mintel–Jan 2010<br /><ul><li>Social networking now accounts for 11% of all time spent online in the US. IDG NEWS - Feb 10
  7. 7. “Over the past year, network has seen a significant amount of growth, especially internationally. As of last December, the network had 55 million members. LinkedIn’s network’s CEO, Jeff Weiner</li></ul>What does this mean?<br />
  8. 8.
  9. 9.
  10. 10. B2B + Social Media = Search Results<br />“If you are following a best practice that dates back to 2008 or earlier, toss it away. It’s now wrong”. <br />SES Chicago 2009<br />“Search will be customized, personalized, and targeted to us and our contexts: who we are and where and when we are asking for something.” Jeff Jarvis, author of What Would Google Do<br />
  11. 11. 8<br />Traffic based design™<br />TRAFFIC<br />TRAFFIC<br />Home Page<br />Social Sites<br />Pathways<br />1<br />2<br />3<br />4<br />5<br />Landing<br />Page<br />Landing<br />Page<br />Info Page<br />TRAFFIC<br />Goal Page<br />Info Page<br />Goal Page<br />Info Page<br />Goal Page<br />Conversion strategy and testing <br />Invite-Connect-Engage®<br />Goal Page<br />
  12. 12. “I don’t have the advertising budget to get our message to, for instance, Java developers working on handset applications for the medical industry. But one of our developers, just by taking time to write a blog, can do a great job getting our message out to a fanatic readership.”<br />Sun CEO Jonathan Schwartz<br />- <br />
  13. 13. How Organizations Perform Social Marketing Practices<br />
  14. 14. “We know our current customers might not be using Twitter and Facebook, but we know that the next generation is, and we want to be there and ready for it,” <br />Tim Madel, Manger, Global Ebusiness, Kennametal<br />
  15. 15. Defining a strategy<br />Determine audiences<br />Define unique needs<br />Define unique activities (Java developers working on…)<br />Plan unique calls-to-action<br />Define goals (also… what to measure)<br />Brand impressions<br />Traffic to a target <br />Generate leads / sales<br />Reinforce brand identity <br />Determine assets for engagement<br />www.mybrand.com<br />Social media<br />Blended offline and online approaches<br />
  16. 16. 13<br />Engagement = reach + relevancy<br />
  17. 17. Social Media Lifts Your Brand<br />
  18. 18. TNI Web Assets<br />15<br />°Brand flagship <br />°Main reference<br />°CMS dominates<br />°Contact Us<br />°Casual voice<br />°Unique by visitor interest<br />°Topics are very engaging<br />°Comments & guest posts<br />°Very casual<br />° Profile page<br />° Contests<br />° Get fans<br />°Updates & likes<br />°Twitter<br />°Flickr<br />°You Tube<br />°Linked In<br />°Networks<br />° Tags & Micro-posts<br />
  19. 19. ROHO Medical Web Assets<br />16<br />°Brand flagship <br />°Main reference<br />°CMS dominates<br />°Contact Us<br />°Casual voice<br />°Unique by visitor interest<br />°Topics are very engaging<br />°Comments & guest posts<br />°Very casual<br />° Profile page<br />° Contests<br />° Get fans<br />°Updates <br />& likes<br />°Twitter<br />°Flickr<br />°You Tube<br />°Linked In<br />°Networks<br />° Tags & Micro-posts<br />
  20. 20. Sigma Aldrich Web Assets<br />17<br />°Brand flagship <br />°Main reference<br />°CMS dominates<br />°Contact Us<br />°Professional<br />°Informative<br />°Topics are very focused<br />°Email lists<br />°High value<br />°Very casual<br />° Profile page<br />° Contests<br />° Get fans<br />°Updates <br />& likes<br />°Twitter<br />°Flickr<br />°You Tube<br />°Linked In<br />°Networks<br />° Tags & Micro-posts<br />
  21. 21. 18<br />Engagement = reach + relevancy<br />Marketing<br />PR<br />
  22. 22. 19<br />
  23. 23.
  24. 24. Tricor Braun Web Assets<br />21<br />°Brand flagship <br />°Main reference<br />°CMS dominates<br />°Contact Us<br />°Casual voice<br />°Unique by visitor interest<br />°Topics are very engaging<br />°Comments & guest posts<br />°Very casual<br />° Viral<br />° Good SEO<br />° Followers<br />°What’s happening?<br />°Flickr<br />°You Tube<br />°Linked In<br />°Networks<br />° Tags & Micro-posts<br />
  25. 25. 22<br />
  26. 26. Find a Role Model<br />
  27. 27. What to Measure?<br />
  28. 28. 1. Traffic<br />2. Community<br />3. Exposure<br />4. Engagement <br />http://www.marketingsherpa.com/1news/chartofweek-02-23-10-lp.htm <br />
  29. 29. 26<br />Trends in B2B Social Media<br />Metrics used to track 2010 performance by “mature” social media marketers. <br />Increase traffic 88%<br />Increase leads 75%<br />Increase revenue 71%<br />Improve search engine rankings 69%<br />Improve brand exposure 54%<br />Improve brand / product reputation 54%<br />
  30. 30. 27<br />Facebook Analytics<br />
  31. 31.
  32. 32. Press Release Good Stuff<br />Important Press Release Facts<br /><ul><li>PRs add links
  33. 33. PRs add SERP pages
  34. 34. PRs attract UGC - rewrites
  35. 35. PRs attract a different audience
  36. 36. PRs are inexpensive
  37. 37. PRs are quick and easy to execute</li></li></ul><li>
  38. 38. Two quick content thoughts<br />Authenticity is critical<br /><ul><li>Identify the source
  39. 39. Claim your own work
  40. 40. Give credit where due</li></ul>Site topics belong to fans and followers<br /><ul><li>Listen before you engage
  41. 41. Hard to program “viral content” – Guide
  42. 42. Check your facts</li></li></ul><li>The two biggest social media fallacies of the year: <br />1. Managers who won’t allow direct interaction with customers because they’re afraid of what they’ll say. <br />2. Marketers who think customers will sell their products for them on social networks. <br />MaryLou Roberts, diy-marketing<br />
  43. 43. New Web + Social Media = New Model<br />“Marketers tell us they define and manage their brand…Bull…Your brand is whatever your customers say it is. “ <br />Groundswell Li and Bernoff p.78<br />
  44. 44. Steve Thomas<br />Steve.Thomas@TheNetImpact.comwww.TheNetImpact.com@TNIMAN<br />

×