6 Reasons Why B2B Marketers                     should use social media                       Presented by Mason Zimbler &...
Introductions                       Jon Sander                        Jim Rudden                       Planner/Social Medi...
Who is Mason Zimbler?      • Technology Agency Arm of Harte-Hanks, Inc.      • Extensive demand and lead generation experi...
Setting the Scene                       B2C         B2B                             vs.© 2012 Mason Zimbler
In a Nutshell      • Social media has quickly become one of        the best ways to reach large audiences        who are h...
Yes.© 2012 Mason Zimbler
Top 6 Reasons Why B2B Marketers             should use social media                       Unmatched Listening             ...
Unmatched Listening      A new social listening and/or analytics tool pops up      every day!© 2012 Mason Zimbler
© 2012 Mason Zimbler
Broad Market   Competitive     Influencer                       • Who          • Channels      • Scoring                  ...
Leveraging existing digital content      • Your existing digital assets are just        sitting around waiting to take a s...
Widgets        Infographics                                            Whitepapers                           Analyst      ...
Build a social profile of your audience      • Your audience is voluntarily telling        you more about themselves = mor...
What you can      General things                          learn through      you know...                             socia...
Quality over Quantity      • The B2B social media environment is completely        different than B2C      • Your social c...
B2C = High    volume and    high noise© 2012 Mason Zimbler
B2B =    lower    volume, mo    re relevant© 2012 Mason Zimbler
Industry Influencers in Social      Clear                           B2C                        • Who is a social          ...
Increased ability to track conversions      • Prospect. Pipeline. MQL. SQL. Sale.      • Conversion can be much clearer in...
Tracking Social Conversions                       Email promotes social, webinar and and high                       value ...
Cost effective      • Social advertising to B2B audiences        is 1/10 the cost of traditional        advertisements    ...
More targeted audience© 2012 Mason Zimbler
Broader reach           Tweets         Retweeted by...                       134K Retweet Audience!© 2012 Mason Zimbler
Review                       Unmatched Listening                       Leveraging existing digital content                ...
Thank you for your time.© 2012 Mason Zimbler
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Top 6 reasons why B2B marketers should use social media

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A presentation from Mason Zimbler and Spredfast that discusses the top six reasons why social media should be part of the B2B marketing mix.

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Top 6 reasons why B2B marketers should use social media

  1. 1. 6 Reasons Why B2B Marketers should use social media Presented by Mason Zimbler & Spredfast© 2012 Mason Zimbler
  2. 2. Introductions Jon Sander Jim Rudden Planner/Social Media Strategist CMO Mason Zimbler Spredfast Twitter: @thejonsander Twitter: @jimrudden Tweet #B2Bsocial with questions and comments© 2012 Mason Zimbler
  3. 3. Who is Mason Zimbler? • Technology Agency Arm of Harte-Hanks, Inc. • Extensive demand and lead generation experience • 6th largest direct marketing agency (AdAge) – Hundreds of dedicated digital team members, cross-discipline / geo • B2B marketing expertise – The Aberdeen Group, Mason Zimbler, Harte-Hanks Market Intelligence, Trillium Software, Information Arts, Postfuture© 2012 Mason Zimbler
  4. 4. Setting the Scene B2C B2B vs.© 2012 Mason Zimbler
  5. 5. In a Nutshell • Social media has quickly become one of the best ways to reach large audiences who are hungry for information and conversation. But is it the right fit for B2B marketers like yourselves?© 2012 Mason Zimbler
  6. 6. Yes.© 2012 Mason Zimbler
  7. 7. Top 6 Reasons Why B2B Marketers should use social media Unmatched Listening Leveraging existing digital content Build a social profile of your audience Quality over Quantity Increased ability to track conversions Cost effective© 2012 Mason Zimbler
  8. 8. Unmatched Listening A new social listening and/or analytics tool pops up every day!© 2012 Mason Zimbler
  9. 9. © 2012 Mason Zimbler
  10. 10. Broad Market Competitive Influencer • Who • Channels • Scoring • Channels • Content • Volume • Topics • Keywords • Keywords • Keywords • Formats • Channels • Volume • Influencers • Relationship • Trending • One way? Content Internal Metrics • Formats • Tools • KPIs • Velocity • Voices • Benchmarks • Topics • Cadence • Targets • Search • Funnel • Growth rate© 2012 Mason Zimbler
  11. 11. Leveraging existing digital content • Your existing digital assets are just sitting around waiting to take a social trip. • Be kind and send them!© 2012 Mason Zimbler
  12. 12. Widgets Infographics Whitepapers Analyst reports Assessment tools Interactive demos Photos Case studies Online game Customer videos Webinars Viral videos© 2012 Mason Zimbler
  13. 13. Build a social profile of your audience • Your audience is voluntarily telling you more about themselves = more insight into your target audience. Connect new Enhance current database data with CRM with richer data© 2012 Mason Zimbler
  14. 14. What you can General things learn through you know... social media data.... • Name • Company • Preferred social • Title networks • Email • Network size and • Telephone influence • Social “frequency” And you might • Personal Interests also know... • Brand affinity • Favorite topics to • Age discuss • Gender • “Real” title • HH income • And more! Your target audience© 2012 Mason Zimbler
  15. 15. Quality over Quantity • The B2B social media environment is completely different than B2C • Your social community may be smaller...but it’s higher quality and very targeted • B2B social communities are engaged and “opted- in” socially • Clearer picture of industry influencers in social© 2012 Mason Zimbler
  16. 16. B2C = High volume and high noise© 2012 Mason Zimbler
  17. 17. B2B = lower volume, mo re relevant© 2012 Mason Zimbler
  18. 18. Industry Influencers in Social Clear B2C • Who is a social influencer for McDonalds or Coca Cola? • How influential are they in a purchase decision? B2B • Industry thought leaders • Market analysts • Professionals/experts active in social media • Top online sources Fuzzy • Industry events and speakers Short-lived Long-lived© 2012 Mason Zimbler
  19. 19. Increased ability to track conversions • Prospect. Pipeline. MQL. SQL. Sale. • Conversion can be much clearer in B2B than B2C due to environment and what is being marketed • Social media is driving traffic to site/locations where lead conversions happen • You already have the tools in place, it just takes appropriate planning© 2012 Mason Zimbler
  20. 20. Tracking Social Conversions Email promotes social, webinar and and high value content on landing page Webinar promotes high value content on landing page and Social points to social high value content on landing page© 2012 Mason Zimbler
  21. 21. Cost effective • Social advertising to B2B audiences is 1/10 the cost of traditional advertisements • More bang for your buck because your audience is more targeted • Measurable R.O.I.© 2012 Mason Zimbler
  22. 22. More targeted audience© 2012 Mason Zimbler
  23. 23. Broader reach Tweets Retweeted by... 134K Retweet Audience!© 2012 Mason Zimbler
  24. 24. Review Unmatched Listening Leveraging existing digital content Build a social profile of your audience Quality over Quantity Increased ability to track conversions Cost effective© 2012 Mason Zimbler
  25. 25. Thank you for your time.© 2012 Mason Zimbler

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