Are	
  there	
  (Replicable)	
  Rules	
  	
  
for	
  Using	
  Social	
  Media	
  for	
  B2B	
  Marke=ng?	
  	
  
	
  

N...
Connec'ng	
  People	
  for	
  Business	
  Impact.	
  
Natascha	
  Thomson	
  

NaThomson@Marke;ngXLerator.com	
  	
  
@NaT...
 
	
  

B2B	
  Social	
  Media	
  
Rule	
  #1:	
  

BREAK	
  THE	
  RULES	
  

MarketingXLerator

Cnfidential

3	
  
 
	
  

Rule	
  #2:	
  
IT’S	
  PERSONAL	
  

MarketingXLerator

Cnfidential

4	
  
 

	
  
Your	
  Social	
  Media	
  Profile	
  =	
  
Your	
  Virtual	
  Business	
  Card	
  	
  
	
  
	
  

MarketingXLerato...
 
	
  

WIIFM?	
  

MarketingXLerator

Cnfidential

6	
  
 
	
  

	
  
Approximately	
  46%	
  of	
  online	
  users	
  
count	
  on	
  social	
  media	
  
when	
  making	
  a	
  p...
 
	
  

Rule	
  #3:	
  
KNOW	
  YOUR	
  
OBJECTIVES	
  

MarketingXLerator

Cnfidential

8	
  
You	
  Need	
  the	
  Right	
  Key	
  To	
  Unlock	
  
Forrester:	
  The	
  Key	
  to	
  Successful	
  Social	
  Adver;sin...
 
	
  

Rule	
  #4:	
  
KNOW	
  WHAT	
  
SUCCESS	
  LOOKS	
  LIKE	
  

MarketingXLerator

Cnfidential

10	
  
 
	
  

Rule	
  #5:	
  
MARKETING	
  IS	
  
STILL	
  MARKETING	
  
MarketingXLerator

Cnfidential

11	
  
The 3 Marketing Pillars
Brand
	
  
Portray:	
  Who	
  is	
  Your	
  Company?	
  
n  Iden;ty	
  
n  Promise/Differen;ator	...
 
	
  

Rule	
  #6:	
  
EXPECTATIONS	
  ARE	
  
HIGHER	
  
	
  

MarketingXLerator

Cnfidential

13	
  
Source:	
  Danielle	
  Herzberg,	
  Hubspot	
  
MarketingXLerator

Cnfidential

14	
  
 
	
  

Rule	
  #7:	
  
KNOW	
  YOUR	
  
AUDIENCE	
  
	
  

MarketingXLerator

Cnfidential

15	
  
MarketingXLerator

Cnfidential

16	
  
Today’s	
  B2B	
  Buyer	
  
	
  
On	
  average,	
  60%	
  through	
  sales	
  cycle	
  before	
  engaging	
  with	
  sales...
What	
  is	
  Your	
  Unique	
  Value	
  
Proposi;on?	
  	
  

MarketingXLerator

Cnfidential

18	
  
 
	
  

Rule	
  #8:	
  
B2B	
  SOCIAL	
  MEDIA	
  
WORKS	
  
	
  

MarketingXLerator

Cnfidential

19	
  
 

85%	
  of	
  business	
  decision-­‐makers	
  said	
  
at	
  least	
  one	
  social	
  media	
  channel	
  is	
  import...
 
	
  
	
  
	
  

59%	
  of	
  Twiaer	
  users	
  
have	
  visited	
  B2B	
  tech	
  brand	
  sites,	
  	
  
compared	
  t...
Engage the customer in a collaborative conversation
in order to provide mutually beneficial value
in a trusted and transpa...
hop://techcrunch.com/2014/01/21/instagram-­‐is-­‐the-­‐fastest-­‐growing-­‐social-­‐site-­‐
globally-­‐mobile-­‐devices-­‐...
 
	
  

Rule	
  #9:	
  
FOCUS	
  
	
  

MarketingXLerator

Cnfidential

24	
  
Owned	
  vs.	
  Earned	
  vs.	
  Paid	
  
•  Owned	
  
–  Channels	
  you	
  “run”;	
  your	
  strategy	
  

•  Earned	
  ...
26	
  

MarketingXLerator

Cnfidential
 
	
  

Rule	
  #10:	
  
KNOW	
  “Your	
  Stuff”	
  
	
  

MarketingXLerator

Cnfidential

27	
  
BLOGS	
  
	
  
•  Fresh	
  Content	
  Helps	
  
with	
  SEO	
  
•  Builds	
  Thought	
  
Leadership	
  
•  Content	
  for	...
Good Content is the Best Recipe

MarketingXLerator

To	
  maximize	
  engagement	
  with	
  your	
  brand,	
  
you	
  need...
“A	
  B	
  strategy	
  	
  
well	
  executed	
  is	
  be-er	
  	
  
than	
  an	
  A	
  strategy	
  	
  
poorly	
  executed...
Social	
  Media	
  E;queoe	
  
1. 
2. 
3. 
4. 
5. 

Never	
  blatantly	
  pitch	
  your	
  company	
  or	
  product	
  
Li...
What	
  to	
  Measure:	
  Example	
  
REACH	
  

ENGAGE	
  

ACT	
  

(how	
  many	
  interac;ons?)	
  

AWARENESS	
  

Vo...
Social	
  Media	
  Resources	
  

MarketingXLerator

Cnfidential

33	
  
MarketingXLerator

Cnfidential

34	
  
Connec'ng	
  People	
  for	
  Business	
  Impact.	
  
Natascha	
  Thomson	
  

NaThomson@Marke;ngXLerator.com	
  	
  
@NaT...
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Are there (replicable) rules for using social media for b2 b marketing

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This is a set of slides that I put together for a Meetup on Feb 19, 2014 at Sheppard Mullin, hosted by Mario Herger. The group is called "Socialize". The deck talks about 10 rules for B2B social media marketing.

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Are there (replicable) rules for using social media for b2 b marketing

  1. 1.   Are  there  (Replicable)  Rules     for  Using  Social  Media  for  B2B  Marke=ng?       Natascha  Thomson   February  19,  2014   MarketingXLerator Cnfidential
  2. 2. Connec'ng  People  for  Business  Impact.   Natascha  Thomson   NaThomson@Marke;ngXLerator.com     @NaThomson   +1  (925)  519-­‐8111     Over  15  years  of  B2B  marke'ng  experience  in   Global  2000  and  startup  companies.     Customers  include  SAP,  EMC,  Matrix  Precise,     Cen;gon  Solu;ons,  EV  Technologies.   MarketingXLerator Cnfidential
  3. 3.     B2B  Social  Media   Rule  #1:   BREAK  THE  RULES   MarketingXLerator Cnfidential 3  
  4. 4.     Rule  #2:   IT’S  PERSONAL   MarketingXLerator Cnfidential 4  
  5. 5.     Your  Social  Media  Profile  =   Your  Virtual  Business  Card         MarketingXLerator Cnfidential 5  
  6. 6.     WIIFM?   MarketingXLerator Cnfidential 6  
  7. 7.       Approximately  46%  of  online  users   count  on  social  media   when  making  a  purchase  decision.     Source:  Nielsen   MarketingXLerator Cnfidential 7  
  8. 8.     Rule  #3:   KNOW  YOUR   OBJECTIVES   MarketingXLerator Cnfidential 8  
  9. 9. You  Need  the  Right  Key  To  Unlock   Forrester:  The  Key  to  Successful  Social  Adver;sing*     •  •    •  •  Promoted  content  most  effec;ve  for  awareness     Paid  adver;sing  most  effec;ve  for  sales   DO:  Branded  Pages  (free)   DO:  Ads  (paid)       *Note:  Results  are  from  brands  who  spent  $100,000  +  on  ads       MarketingXLerator Cnfidential 9  
  10. 10.     Rule  #4:   KNOW  WHAT   SUCCESS  LOOKS  LIKE   MarketingXLerator Cnfidential 10  
  11. 11.     Rule  #5:   MARKETING  IS   STILL  MARKETING   MarketingXLerator Cnfidential 11  
  12. 12. The 3 Marketing Pillars Brand   Portray:  Who  is  Your  Company?   n  Iden;ty   n  Promise/Differen;ator   Deliverables:   Crea;ve  Brief  For   n  Look  &  Feel   n  Style   n  Colors   n  Fonts   n  Pictures   Posi'oning  /  Message   Convince:  Why  does  it  maaer?   n  Clear  understanding  of  target   audience  and  needs   n  Unique  Selling  Point   n  Differen;ators      n  Products  &  Services   Deliverables:   n  Copy   n  Assets     Promo'on   Impact:  Spread  the  word   n  Iden;fy  channels   ̶  ̶  n  Define  tac;cs   ̶  ̶  n      Email   Social  Media   Webinars   SEO   Create  Content  (Calendar)   ̶  ̶  Blogs   Videos     Deliverables:     -  -  Detailed  Plan   Execu;on     Awareness, Engagement, Conversion MarketingXLerator Cnfidential 12  
  13. 13.     Rule  #6:   EXPECTATIONS  ARE   HIGHER     MarketingXLerator Cnfidential 13  
  14. 14. Source:  Danielle  Herzberg,  Hubspot   MarketingXLerator Cnfidential 14  
  15. 15.     Rule  #7:   KNOW  YOUR   AUDIENCE     MarketingXLerator Cnfidential 15  
  16. 16. MarketingXLerator Cnfidential 16  
  17. 17. Today’s  B2B  Buyer     On  average,  60%  through  sales  cycle  before  engaging  with  sales.                 Marketer  moves  buyer  through  buying  process,  not  sales.             Source:  Chao;c  Flow,  The  New  Breed  of  B2B  Buyer   MarketingXLerator Cnfidential 17  
  18. 18. What  is  Your  Unique  Value   Proposi;on?     MarketingXLerator Cnfidential 18  
  19. 19.     Rule  #8:   B2B  SOCIAL  MEDIA   WORKS     MarketingXLerator Cnfidential 19  
  20. 20.   85%  of  business  decision-­‐makers  said   at  least  one  social  media  channel  is  important     when  making  technology  purchase  decisions     “How  important  are  the  following  sources  when  researching  and   evalua'ng  technologies  and  services  to  purchase?”       •  •  •  •  •  •  •  •      Support  forums  or  discussion  forums  (63%)   Virtual  events  or  virtual  trade  shows  (47%)   Online  videos  (46%)   LinkedIn  (40%)   Blogs  (36%)   Professional  social  networking  sites  (35%)   Twioer  (19%)   Facebook  (19%)     Source:  Forrester  Research     MarketingXLerator Cnfidential 20  
  21. 21.         59%  of  Twiaer  users   have  visited  B2B  tech  brand  sites,     compared  to  40%   for  the  average  Internet  popula'on.     Source:  Compete  and  Twioer     MarketingXLerator Cnfidential 21  
  22. 22. Engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment. Paul Greenberg, Owner, The 56 Group MarketingXLerator Cnfidential 22  
  23. 23. hop://techcrunch.com/2014/01/21/instagram-­‐is-­‐the-­‐fastest-­‐growing-­‐social-­‐site-­‐ globally-­‐mobile-­‐devices-­‐rule-­‐over-­‐pcs-­‐for-­‐social-­‐access/?ncid=tcdaily   MarketingXLerator Cnfidential 23  
  24. 24.     Rule  #9:   FOCUS     MarketingXLerator Cnfidential 24  
  25. 25. Owned  vs.  Earned  vs.  Paid   •  Owned   –  Channels  you  “run”;  your  strategy   •  Earned  /  Organic     –  Channels  you  don’t  own  but  can   leverage,  e.g.  LinkedIn  Groups,  Blog   syndica;on,  comments  on  other’s   blogs.   •  Paid   –  Channels  you  don’t  own  &  have  to  pay   to  play  in.  E.g.  Forbes  advertorial,  LI  ad,   FB  promoted  story.   MarketingXLerator Source:  SmartInsights.com   Cnfidential
  26. 26. 26   MarketingXLerator Cnfidential
  27. 27.     Rule  #10:   KNOW  “Your  Stuff”     MarketingXLerator Cnfidential 27  
  28. 28. BLOGS     •  Fresh  Content  Helps   with  SEO   •  Builds  Thought   Leadership   •  Content  for  Social   Media     •  Enables  Calls  to   Ac;on     MarketingXLerator Cnfidential 28  
  29. 29. Good Content is the Best Recipe MarketingXLerator To  maximize  engagement  with  your  brand,   you  need  to  understand  what  informa;on   the  audience  wants  as  well  as  what  they  do   with  it  once  they  get  it.   Cnfidential 29  
  30. 30. “A  B  strategy     well  executed  is  be-er     than  an  A  strategy     poorly  executed.”     Source:  HBR.org   MarketingXLerator Cnfidential 30  
  31. 31. Social  Media  E;queoe   1.  2.  3.  4.  5.  Never  blatantly  pitch  your  company  or  product   Listen  to  “conversa;ons”  before  you  “talk”     Be  respectul,  kind,  and  add  value   Write  as  if  your  grandmother  will  see  it   If  somebody  gets  “nasty”,  don’t  engage  in  an  online  argument.   Ideally,  try  to  work  it  out  “off-­‐line”.   6.  Don’t  men;on  religion,  race,  poli;cs,  sex     MarketingXLerator Cnfidential 31  
  32. 32. What  to  Measure:  Example   REACH   ENGAGE   ACT   (how  many  interac;ons?)   AWARENESS   Volume  (e.g.,  #  of  fans,   followers)   Interac;on  (e.g.,  #  of   retweets  or  shares)   INTERACTION   Volume  (e.g.,  #  of  visits  to   company  blog)   Interac;on  (e.g.,  #  of   comments  per  post)   Conversion  (e.g.,  #  of   downloads  of  solu;on   whitepaper)   Referral  (e.g.,    #  of  referrals   to  friends)   INTENT   Contact    (e.g.,  #  opt-­‐ins  for   newsleoer)   Depth  (e.g.,  #  of   click-­‐thru  on  2nd  level   links)   Conversion  (#  of  leads   generated)   Reten;on  (e.g.,  #  of  inquiries   from  installed  base)   MarketingXLerator (response  to  call  to  ac;on)   ADVOCATE  &  SHARE   (how  many    poten;al  eyeballs?)   (sa;sfac;on  and  loyalty)   Click-­‐Thru  (  e.g.,  click-­‐thru  on   Shares  (e.g.,    #  of  shares  or  #   bit.ly  links)   of  repeat  visits)   Cnfidential
  33. 33. Social  Media  Resources   MarketingXLerator Cnfidential 33  
  34. 34. MarketingXLerator Cnfidential 34  
  35. 35. Connec'ng  People  for  Business  Impact.   Natascha  Thomson   NaThomson@Marke;ngXLerator.com     @NaThomson   +1  (925)  519-­‐8111     Over  15  years  of  B2B  marke'ng  experience  in   Global  2000  and  startup  companies.     Customers  include  SAP,  EMC,  Matrix  Precise,     Cen;gon  Solu;ons,  EV  Technologies.   (SOCIAL  MEDIA)  MARKETING  CONSULTING  SERVICES   •  •  •  •  •  •  Strategy  Development   Channel  Op;miza;on   Integrated  Campaigns  (Organic  &  Paid)   ROI  Repor;ng   Training  (1:1  &  Workshops)   Blogging  /  Wri;ng   MarketingXLerator Accolades   •  A  Top  Marke;ng  Author  on  Twioer Top  marke;ng  book  authors  on  Twioer   •  A  Top  Webinar  on  BrightTalk Top  5  marke;ng  webinars  on  BrightTalk   •  A  Woman  in  Social  Media  who  Rocks 25  social  media  rock  stars   Cnfidential

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