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SOCIAL MEDIA IN A
BUSINESS-TO-BUSINESS CONTEXT
Examples and recommendations
Robin Young
robin.young@firstpointcommunicatio...
SOCIAL MEDIA INTRODUCTION
Social media is everywhere
If Facebook were a country, it
would have twice the U.S.
population
Social Media has overtaken ...
Source: MEDIAVIS10N
Source: MEDIAVIS10N
Everyone is on social media
In 2005 it was
just an under-
30s thing.
Since 2010, the
majority of
internet users,
in all ag...
Source: Leverage New Age Media
SOCIAL MEDIA STATISTICS
12
USA CANADA UK AUSTRALIA
N°1 FACEBOOK 42% FACEBOOK 47% FACEBOOK 43% FACEBOOK 40%
N°2 FB MESS 20% TWITTER 23% FB MESS 23%...
13
MEXICO ARGENTINA
UNITED
ARAB
EMIRATES
SAUDI
ARABIA
N°1 WHATSAPP 28% WHATSAPP 44% WHATSAPP 49% WHATSAPP 22%
N°2 FACEBOOK...
14
CHINA HONG KONG JAPAN SOUTH
KOREA
N°1 WECHAT 30% WHATSAPP 41% TWITTER 16% KAKAO TALK 39%
N°2 SINA WEIBO 25% FACEBOOK 33...
MAJOR EVENTS VIA SOCIAL MEDIA
The most retweeted tweet
During the Academy Awards, host Ellen DeGeneres pulled
together Oscar winners, nominees and other...
#WorldCup2014
The World Cup was the biggest sports
story of 2014 on both Twitter and
Facebook.
Twitter users sent 618,725 ...
#blackout
#JeSuisCharlie
http://srogers.cartodb.com/viz/123be814-96bb-11e4-aec1-0e9d821ea90d/embed_map
A SELECTION OF OTHER WAYS FOR
BRANDS TO GET NOTICED
Instagram
Fedex
Maersk Line
Mailchimp
Facebook
GROUP DISCUSSION
What do you think are some of the key points that make social media
marketing campaigns successful?
SOCIAL MEDIA FOR BUSINESS
Social media means business
• Every second 2 new members join LinkedIn
• 53% of people on Twitter recommend products in th...
Social media is a serious business
Social media provides
opportunities for B2B
organizations to identify leads, to
increas...
Quotes from the marketing world
• “We don’t have a choice on whether we DO social media, the
question is how well we DO it...
EXAMPLES OF TOOLS
SlideShare from Degrémont
Pinterest from GE
Flipboard from Veolia Water Tech
Videos of aerial site visits from GE
Sponsored LinkedIn updates from Dell
GE on Tumblr
#LivingCircular and Vine from Veolia
GROUP DISCUSSION
What do you think are the major differences between this business to
business approach and the mainstream...
For GE, social media success isn’t measured in sales, but rather in awareness and affinity.
The challenge GE faces is maki...
From "Lessons in Science" on Facebook to "Badass Machines" on Pinterest, GE combines
lightweight science and technology-re...
CMO Beth Comstock
”We get 30 percent extra value for every dollar spent.”
"I think social media has played a big part beca...
What else we can learn from these
examples?
• People prefer to connect with other people to find
information, share experi...
What changes are coming?
• B2B Brands need to move on from image building to develop
“social CRM” and “social selling”
– L...
WORKING GROUPS
DEVELOP YOUR SOCIAL MEDIA PLAN FOR YOUR COMPANY
Planning B2B social media
Understand your brand positioning. Know where the brand sits to know in which
environment it is ...
CEOS AND SOCIAL MEDIA
Are CEOs interested and involved?
Only 69% of
CEOs who
have
Twitter
accounts
are actually
tweeting.
Source: CEO.com
If CEOs
are active,
it is on
LinkedIn.
Are CEOs interested and involved?
Source: CEO.com
Are CEOs interested and involved?
Source: CEO.com
Source: GROOVE Digital Marketing
Source: GROOVE Digital Marketing
Source: GROOVE Digital Marketing
Source: GROOVE Digital Marketing
Source: GROOVE Digital Marketing
Source: GROOVE Digital Marketing
Robin Young
robin.young@firstpointcommunications.com
firstpointcommunications.com
@FirstPointMktg
Social media for Business to Business - Examples and recommendations
Social media for Business to Business - Examples and recommendations
Social media for Business to Business - Examples and recommendations
Social media for Business to Business - Examples and recommendations
Social media for Business to Business - Examples and recommendations
Social media for Business to Business - Examples and recommendations
Social media for Business to Business - Examples and recommendations
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Social media for Business to Business - Examples and recommendations

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An review of successful social media campaign in a B2B context.

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Social media for Business to Business - Examples and recommendations

  1. 1. SOCIAL MEDIA IN A BUSINESS-TO-BUSINESS CONTEXT Examples and recommendations Robin Young robin.young@firstpointcommunications.com
  2. 2. SOCIAL MEDIA INTRODUCTION
  3. 3. Social media is everywhere If Facebook were a country, it would have twice the U.S. population Social Media has overtaken porn as the #1 Web activity Over Facebook 1 billion users 92% of children in the US have a digital footprint/shadow
  4. 4. Source: MEDIAVIS10N
  5. 5. Source: MEDIAVIS10N
  6. 6. Everyone is on social media In 2005 it was just an under- 30s thing. Since 2010, the majority of internet users, in all age groups up to 64, use social media.
  7. 7. Source: Leverage New Age Media
  8. 8. SOCIAL MEDIA STATISTICS
  9. 9. 12 USA CANADA UK AUSTRALIA N°1 FACEBOOK 42% FACEBOOK 47% FACEBOOK 43% FACEBOOK 40% N°2 FB MESS 20% TWITTER 23% FB MESS 23% FB MESS 18% N°3 TWITTER 19% FB MESS 19% TWITTER 19% TWITTER 14% N°4 PINTEREST 17% PINTEREST 16% WHATSAPP 18% GOOGLE+ 13% N°5 GOOGLE+ 14% GOOGLE+ 15% GOOGLE+ 12% INSTAGRAM 10% N°6 INSTAGRAM 13% INSTAGRAM 12% LINKEDIN 9% PINTEREST 10% N°7 LINKEDIN 11% LINKEDIN 12% PINTEREST 9% LINKEDIN 9% N°8 TUMBLR 8% TUMBL’R 8% INSTAGRAM 8% WHATSAPP 8% N°9 SNAPCHAT 7% SNAPCHAT 7% SNAPCHAT 6% TUMBLR 6% Source: We Are Social 2014 FRANCE GERMANY FACEBOOK 32% FACEBOOK 28% GOOGLE + 10% WHATSAPP 26% TWITTER 9% FB MESS 15% FB MESS 7% TWITTER 7% LINKEDIN 5% GOOGLE + 7% COPAINS D’AVANT 4% SHAZAM 4% INSTAGRAM 4% INSTAGRAM 4% BADOO 3% LINKEDIN 4% VIADEO 3% TUMBLR 4%
  10. 10. 13 MEXICO ARGENTINA UNITED ARAB EMIRATES SAUDI ARABIA N°1 WHATSAPP 28% WHATSAPP 44% WHATSAPP 49% WHATSAPP 22% N°2 FACEBOOK 26% FACEBOOK 35% FB MESS 43% FACEBOOK 21% N°3 FB MESS 24% FB MESS 32% FACEBOOK 39% TWITTER 19% N°4 GOOGLE+ 17% GOOGLE+ 21% GOOGLE+ 27% GOOGLE + 15% N°5 TWITTER 15% TWITTER 16% TWITTER 27% FB MESS 13% N°6 INSTAGRAM 9% LINKEDIN 9% LINKEDIN 24% INSTAGRAM 13% N°7 PINTEREST 8% INSTAGRAM 9% VIBER 22% PINTEREST 10% N°8 LINKEDIN 8% PINTEREST 7% PINTEREST 21% LINKEDIN 10% N°9 LINE 6% BADOO 7% INSTAGRAM 18% BADOO 8% Source: We Are Social 2014
  11. 11. 14 CHINA HONG KONG JAPAN SOUTH KOREA N°1 WECHAT 30% WHATSAPP 41% TWITTER 16% KAKAO TALK 39% N°2 SINA WEIBO 25% FACEBOOK 33% FACEBOOK 13% FACEBOOK 26% N°3 QZONE 25% FB MESS 23% MIXI 4% FB MESS 17% N°4 TENCENT WEIBO 21% WECHAT 23% LINE 3% TWITTER 13% N°5 YOUKU 19% LINE 14% GOOGLE+ 2% LINE 9% N°6 TUDOU 15% GOOGLE+ 12% SKYPE 2% GOOGLE+ 8% N°7 RENREN 12% INSTAGRAM 11% MOBAGE 1% PINTEREST 7% N°8 GOOGLE+ 10% TWITTER 10% GREE 1% INSTAGRAM 6% N°9 FACEBOOK 9% SINA WEIBO 6% INSTAGRAM 1% LINKEDIN 6% Source: We Are Social 2014
  12. 12. MAJOR EVENTS VIA SOCIAL MEDIA
  13. 13. The most retweeted tweet During the Academy Awards, host Ellen DeGeneres pulled together Oscar winners, nominees and other celebrities to take a “selfie.” She challenged viewers to make it the most shared tweet of all time. It didn’t take long for that to happen. Within hours, the tweet had eclipsed the previous record holder, a tweet sent by Barack Obama’s account after he won re-election in 2012. The Oscar selfie has been retweeted more than 3.3 million times – more than four times as many as the Election Night tweet. After the Academy Awards, the WSJ published a story revealing that while the “selfie” felt spontaneous, it wasn’t completely unplanned. Sources said Samsung, a sponsor, had negotiated to have its Galaxy smartphone integrated into the show.
  14. 14. #WorldCup2014 The World Cup was the biggest sports story of 2014 on both Twitter and Facebook. Twitter users sent 618,725 tweets per minute when Germany defeated Argentina to win the championship – the largest peak Twitter measured this year. This celebratory tweet was sent by German player Lukas Podolski.
  15. 15. #blackout
  16. 16. #JeSuisCharlie http://srogers.cartodb.com/viz/123be814-96bb-11e4-aec1-0e9d821ea90d/embed_map
  17. 17. A SELECTION OF OTHER WAYS FOR BRANDS TO GET NOTICED
  18. 18. Instagram Fedex Maersk Line Mailchimp
  19. 19. Facebook
  20. 20. GROUP DISCUSSION What do you think are some of the key points that make social media marketing campaigns successful?
  21. 21. SOCIAL MEDIA FOR BUSINESS
  22. 22. Social media means business • Every second 2 new members join LinkedIn • 53% of people on Twitter recommend products in their tweets • 93% of marketers use social media for business • A majority of UK businesses (64%) are using social media as a marketing tool – for brand awareness (83%), – to encourage social sharing (56%) – to gain trust and followers (55%).
  23. 23. Social media is a serious business Social media provides opportunities for B2B organizations to identify leads, to increase brand awareness, to sustain and develop relationships, to enter new markets and to innovate products and business processes.
  24. 24. Quotes from the marketing world • “We don’t have a choice on whether we DO social media, the question is how well we DO it.” • “We will no longer search for products and services, they will find us via social media.” • “Social Media isn’t a fad, it’s a fundamental shift in the way we communicate.” Erik Qualman
  25. 25. EXAMPLES OF TOOLS
  26. 26. SlideShare from Degrémont
  27. 27. Pinterest from GE
  28. 28. Flipboard from Veolia Water Tech
  29. 29. Videos of aerial site visits from GE
  30. 30. Sponsored LinkedIn updates from Dell
  31. 31. GE on Tumblr
  32. 32. #LivingCircular and Vine from Veolia
  33. 33. GROUP DISCUSSION What do you think are the major differences between this business to business approach and the mainstream social media examples we saw previously?
  34. 34. For GE, social media success isn’t measured in sales, but rather in awareness and affinity. The challenge GE faces is making primarily-B2B products and services, such as jet engines and big data sensors, relatable to consumers. By championing science and innovation in general, the brand is able to change their public perception from “makers of appliances” to “thought-leaders in advanced technology.” GE’s social media objectives are to improve GE's relevancy and humanize the brand through positive consumer engagement. The brand’s strategy is to create engaging content each day, feature innovative user- generated campaigns each month, and experiment with exciting new emerging platforms year-round. Feedback from GE
  35. 35. From "Lessons in Science" on Facebook to "Badass Machines" on Pinterest, GE combines lightweight science and technology-related content with stimulating visuals to stand out from the crowd. To celebrate the world’s first 3D Printing Day and own social media conversation around 3D printing, GE assembled a team of 10 influencers from a variety of industries and paired them with CAD artists to design a suite of 3D-printed holiday gifts. GE was one of the first brands to share content on Vine, launching just one day after the platform was made available to the public. GE was also one of the exclusive launch partners for Tapestry, creating an interactive slideshow that took users through blueprints showing how GE jet engines work. The brand partnered with the popular mobile game Dots to introduce a new game mode to support GE’s #GravityDay campaign. Feedback from GE
  36. 36. CMO Beth Comstock ”We get 30 percent extra value for every dollar spent.” "I think social media has played a big part because it makes us relevant in a lot of new ways,” “The business strategy has had more focus, and social media has helped channel it.” "Make big data small and have fun with it," "Sometimes you might want to connect with 4 million people. But sometimes maybe you really only want 4,000...or 400. It's about getting it right with the right audience." Some quotes from interviews with GE
  37. 37. What else we can learn from these examples? • People prefer to connect with other people to find information, share experiences and form social bonds • Currently brands are concentrating not on sales, but on awareness and building an image of trustworthiness and experience • These brands need to engage and interest people beyond the B2B target group
  38. 38. What changes are coming? • B2B Brands need to move on from image building to develop “social CRM” and “social selling” – LinkedIn has enormous potential for this • Companies need to quantify the ROI of social media – GE says it gets 30% better returns through “content marketing” • Brands need to become thought-leaders in their sectors
  39. 39. WORKING GROUPS DEVELOP YOUR SOCIAL MEDIA PLAN FOR YOUR COMPANY
  40. 40. Planning B2B social media Understand your brand positioning. Know where the brand sits to know in which environment it is most comfortable and credible. Decide on the best platform for your business. Let your business strategies and goals guide your decision. The platform must be aligned with the brand strategies. Identify your objectives. Decide what you intend to accomplish with each social media platform. Having a presence on a platform because “everyone is on it” is not a good reason. Create your plan. Set realistic plans and expectations. Monitor your results. Identify the most meaningful metrics to track. Evaluate at the end of each month and make the necessary adjustments in your plan to bring you closer to your goals.
  41. 41. CEOS AND SOCIAL MEDIA
  42. 42. Are CEOs interested and involved? Only 69% of CEOs who have Twitter accounts are actually tweeting. Source: CEO.com
  43. 43. If CEOs are active, it is on LinkedIn. Are CEOs interested and involved? Source: CEO.com
  44. 44. Are CEOs interested and involved? Source: CEO.com
  45. 45. Source: GROOVE Digital Marketing
  46. 46. Source: GROOVE Digital Marketing
  47. 47. Source: GROOVE Digital Marketing
  48. 48. Source: GROOVE Digital Marketing
  49. 49. Source: GROOVE Digital Marketing
  50. 50. Source: GROOVE Digital Marketing
  51. 51. Robin Young robin.young@firstpointcommunications.com firstpointcommunications.com @FirstPointMktg

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