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Social Media, Digital, Content Marketing: B2B Office Furniture Dealers

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This was a presentation for National Dealer Alliance on behalf of BSI (Building Service Inc.) http://buildingservice.com/. BSI designs, builds and furnishes offices in the greater Milwaukee area. The content of this presentation includes the state of digital/social and the benefits of social media for B2B companies. Content marketing examples are included for best practice on reaching a B2B audience.

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Social Media, Digital, Content Marketing: B2B Office Furniture Dealers

  1. 1. SOCIAL MEDIA, Inspire and transform. DIGITAL + CONTENT MARKETING Inspire and transform. 10.24.14 Inspire and transform.
  2. 2. TABLE OF CONTENTS @SARAHVANELZEN STATE OF SOCIAL/DIGITAL CHOOSING YOUR CHANNELS (FACEBOOK, TWITTER, GOOGLE+, ETC.) CONTENT MARKETING EXAMPLES ©2014, Hanson Dodge Creative. All rights reserved. 2 HDC / Inspire and transform
  3. 3. @SARAHVANELZEN
  4. 4. STATE OF SOCIAL/DIGITAL
  5. 5. “The key for B2B organizations is to transform the customer’s online journey into an omni-channel experience that emphasizes digital channels, especially since younger, tech-savvy generations will soon make up the majority of corporate procurement departments.” Acquity Group’s annual State of B2B Procurement Study ©2014, Hanson Dodge Creative. All rights reserved. 5 HDC / Inspire and transform
  6. 6. Omni-channel, digital experience Ads Mobile Web Email Data Games Social Online TV Sites CRM Remarket Analytics Web based Channels Online radio SMS Apps Distribute Loyalty Social Content SEM Apps Content Educate Social Branded Relationships DOOH Coupons Blog Convert Biz objective Educational Reviews Digital ads Geotargeted Press CRM Location Social ads Blog Mobile ads Video Display ads WOM Native ads Affiliate ©2014, Hanson Dodge Creative. All rights reserved. 6 HDC / Inspire and transform
  7. 7. There is no B2B in social. It’s P2P. PEOPLE TO PEOPLE. ©2014, Hanson Dodge Creative. All rights reserved. 7 HDC / Inspire and transform
  8. 8. Executive social media use Reaching the C-suite ~60% of executives use social media one hour or less per week. LinkedIn is most frequently used, followed by Facebook and Twitter. 90% of executives claim they would use social media more if it were helpful to their business. Forbes, April 2013 ©2014, Hanson Dodge Creative. All rights reserved. 8 HDC / Inspire and transform
  9. 9. Social media supporting sales Purchase path for products over $1,000 Home/furniture purchases are mostly made in store. Pre-qualification happens online. 54% of people did online research before making a purchase. And of those, 74% visited multiple sites. The biggest influencer for large purchases is third party reviews. ©2014, Hanson Dodge Creative. All rights reserved. 9 HDC / Inspire and transform
  10. 10. CHOOSING YOUR CHANNELS
  11. 11. So many channels… Facebook Produce creative, informative content that will engage a vast audience. A well-integrated experience will tell a story through a mix of visual content (photos and graphics), videos and custom applications. Google+ Community engagement is not yet robust but the SEO benefits and connections with YouTube and Gmail make this platform a necessity for publishing. Twitter, Vine Best used for content publishing and customer service. Use Twitter to listen, respond and create community activity. Vine for 6 second video. Instagram Publish photographic, inspirational imagery. LinkedIn Manage professional conversations, partnerships, career opportunities and B2B relationships. Participating in groups and frequent activity is recommended. YouTube Host video content in one consistent, branded destination that allows for publishing, sharing and adds SEO value. Blogs Produce long form and informative content to create depth in your social/content marketing strategy. Pinterest Share product, infographic, motivational and inspirational imagery. ©2014, Hanson Dodge Creative. All rights reserved. 11 HDC / Inspire and transform
  12. 12. ©2014, Hanson Dodge Creative. All rights reserved. 12 HDC / Inspire and transform
  13. 13. Facebook, Twitter Customer service + timing These channels are polarizing. Many users come to brand pages for customer service needs. Or incentive-driven content. 37% of people want companies to respond to their comments and feedback, whether positive or negative. In order to receive the highest engagement, test your timing. ©2014, Hanson Dodge Creative. All rights reserved. 13 HDC / Inspire and transform
  14. 14. Fast Company ©2014, Hanson Dodge Creative. All rights reserved. 14 HDC / Inspire and transform
  15. 15. Instagram and Pinterest What’s all the rage? Instagram is not only the fastest growing social channel, it is also the most engaging. Visuals absorb 50x faster than words. Visuals show your products without telling people about them. This allows viewers to make decisions about your product/brand without feeling pressure from your business. ©2014, Hanson Dodge Creative. All rights reserved. 15 HDC / Inspire and transform
  16. 16. Google+ and its SEO benefits Local listings, that are properly managed, can rank Content posted on your Google+ page is indexed immediately. Meaning, your Google Plus pages can rank in search. Links on your Google+ About Us section are followed by search engines and pass on “link juice” Information on your Google+ business page shows up in Google Maps, Google Places and other Google programs such as the Knowledge Graph Google Authorship can affect SEO Click-Through-Rates in a positive way and is only available via a Google+ account. ©2014, Hanson Dodge Creative. All rights reserved. 16 HDC / Inspire and transform
  17. 17. Google+ and its SEO benefits Local listings with reviews and G+ links ©2014, Hanson Dodge Creative. All rights reserved. 17 HDC / Inspire and transform
  18. 18. Google+ and its SEO benefits Google+ Page local listing with photos and reviews ©2014, Hanson Dodge Creative. All rights reserved. 18 HDC / Inspire and transform
  19. 19. Google+ and its SEO benefits Knowledge graph ©2014, Hanson Dodge Creative. All rights reserved. 19 HDC / Inspire and transform
  20. 20. Google+ and its SEO benefits Authorship ©2014, Hanson Dodge Creative. All rights reserved. 20 HDC / Inspire and transform
  21. 21. Social + digital Is it really worth it? Only 12% of survey respondents said they want to meet in person with a sales presentation. 71% of buyers will switch suppliers if the overall digital experience is better with a competitor, and 53% will switch suppliers for an easier electronic search process. For corporate purchases of $5000 or more, 34% said they spent more than three hours researching before making a purchase. Acquity Group’s annual State of B2B Procurement Study ©2014, Hanson Dodge Creative. All rights reserved. 21 HDC / Inspire and transform
  22. 22. CONTENT MARKETING
  23. 23. Content marketing What is content marketing? Creating and promoting content that is valuable, unique and engaging. Targeting a known audience with the goal that they perform a desired action. Visit your website Share your content with people in their network Call a representative ©2014, Hanson Dodge Creative. All rights reserved. 23 HDC / Inspire and transform
  24. 24. Social Media = Content Marketing? ©2014, Hanson Dodge Creative. All rights reserved. 24 HDC / Inspire and transform
  25. 25. Successful social marketing programs are impacted by multiple engagement strategies, including mobile marketing, content marketing and commerce experiences. Sustained engagement with consumers also requires incorporation of emerging technologies into social marketing plans. ©2014, Hanson Dodge Creative. All rights reserved. 25 HDC / Inspire and transform
  26. 26. Elements of content marketing SEO Organizes, prioritizes and optimizes content. Helps organic ranking and traffic will naturally generate from new audiences via social media. Social media Content is key. All forms of content. Understanding, organizing and developing assets requires organizational buy in. The more content we have, the more there is to post. Evergreen content can be repurposed as the audience builds. Public relations Content marketing strengthens PR strategies and enhances media outreach opportunities. PPC Content can be used for paid advertising campaign landing pages. Brand Always meet brand standards to increase influence and authority. ©2014, Hanson Dodge Creative. All rights reserved. 26 HDC / Inspire and transform
  27. 27. Social marketing gives your customers more power to shape perceptions of your company and enables you to engage them in more meaningful ways. It also gives you more insight into their thoughts, perceptions and preferences. ©2014, Hanson Dodge Creative. All rights reserved. 27 HDC / Inspire and transform
  28. 28. ©2014, Hanson Dodge Creative. All rights reserved. 28 HDC / Inspire and transform
  29. 29. ©2014, Hanson Dodge Creative. All rights reserved. 29 HDC / Inspire and transform
  30. 30. Principles of Good Content #1 Informative Educational, provides facts, tips or details ©2014, Hanson Dodge Creative. All rights reserved. 30 HDC / Inspire and transform
  31. 31. ©2014, Hanson Dodge Creative. All rights reserved. 31 HDC / Inspire and transform
  32. 32. ©2014, Hanson Dodge Creative. All rights reserved. 32 HDC / Inspire and transform
  33. 33. Principles of Good Content #2 Emotional Inspirational, joyful, heartwarming ©2014, Hanson Dodge Creative. All rights reserved. 33 HDC / Inspire and transform
  34. 34. ©2014, Hanson Dodge Creative. All rights reserved. 34 HDC / Inspire and transform
  35. 35. ©2014, Hanson Dodge Creative. All rights reserved. 35 HDC / Inspire and transform
  36. 36. ©2014, Hanson Dodge Creative. All rights reserved. 36 HDC / Inspire and transform
  37. 37. ©2014, Hanson Dodge Creative. All rights reserved. 37 HDC / Inspire and transform
  38. 38. Principles of Good Content #3 Transparent Honest and open, easy to understand ©2014, Hanson Dodge Creative. All rights reserved. 38 HDC / Inspire and transform
  39. 39. ©2014, Hanson Dodge Creative. All rights reserved. 39 HDC / Inspire and transform
  40. 40. ©2014, Hanson Dodge Creative. All rights reserved. 40 HDC / Inspire and transform
  41. 41. ©2014, Hanson Dodge Creative. All rights reserved. 41 HDC / Inspire and transform
  42. 42. Principles of Good Content #4 Useful Designed for a practical purpose, solves problems, productive ©2014, Hanson Dodge Creative. All rights reserved. 42 HDC / Inspire and transform
  43. 43. ©2014, Hanson Dodge Creative. All rights reserved. 43 HDC / Inspire and transform
  44. 44. BOXED comes with a small pouch of ash tree seeds so that its new owner can replant and replenish the materials used to make the furniture. ©2014, Hanson Dodge Creative. All rights reserved. 44 HDC / Inspire and transform
  45. 45. ©2014, Hanson Dodge Creative. All rights reserved. 45 HDC / Inspire and transform
  46. 46. Principles of Good Content #5 Amusing Causes laughter, happiness, enjoyment ©2014, Hanson Dodge Creative. All rights reserved. 46 HDC / Inspire and transform
  47. 47. ©2014, Hanson Dodge Creative. All rights reserved. 47 HDC / Inspire and transform
  48. 48. ©2014, Hanson Dodge Creative. All rights reserved. 48 HDC / Inspire and transform
  49. 49. 50% of people talk with friends after watching a video Source: Google Think ©2014, Hanson Dodge Creative. All rights reserved. 49 HDC / Inspire and transform
  50. 50. ©2014, Hanson Dodge Creative. All rights reserved. 50 HDC / Inspire and transform
  51. 51. Principles of Good Content #6 Transactional Leads to a business deal, conversion or sale ©2014, Hanson Dodge Creative. All rights reserved. 51 HDC / Inspire and transform
  52. 52. ©2014, Hanson Dodge Creative. All rights reserved. 52 HDC / Inspire and transform
  53. 53. ©2014, Hanson Dodge Creative. All rights reserved. 53 HDC / Inspire and transform
  54. 54. ©2014, Hanson Dodge Creative. All rights reserved. 54 HDC / Inspire and transform
  55. 55. Principles of Good Content #7 Optimized Searchable, targeted, result provides expected outcome ©2014, Hanson Dodge Creative. All rights reserved. 55 HDC / Inspire and transform
  56. 56. ©2014, Hanson Dodge Creative. All rights reserved. 56 HDC / Inspire and transform
  57. 57. ©2014, Hanson Dodge Creative. All rights reserved. 57 HDC / Inspire and transform
  58. 58. Principles of Good Content #8 Relevant Relates to the audience, specific, personal ©2014, Hanson Dodge Creative. All rights reserved. 58 HDC / Inspire and transform
  59. 59. ©2014, Hanson Dodge Creative. All rights reserved. 59 HDC / Inspire and transform
  60. 60. ©2014, Hanson Dodge Creative. All rights reserved. 60 HDC / Inspire and transform
  61. 61. Principles of Good Content #9 Agile Smart, clever and able to move quickly. Also known as “newsjacking” ©2014, Hanson Dodge Creative. All rights reserved. 61 HDC / Inspire and transform
  62. 62. ©2014, Hanson Dodge Creative. All rights reserved. 62 HDC / Inspire and transform
  63. 63. ©2014, Hanson Dodge Creative. All rights reserved. 63 HDC / Inspire and transform
  64. 64. ©2014, Hanson Dodge Creative. All rights reserved. 64 HDC / Inspire and transform
  65. 65. Principles of Good Content #10 Brand Driven Upholds brand position, values and voice ©2014, Hanson Dodge Creative. All rights reserved. 65 HDC / Inspire and transform
  66. 66. ©2014, Hanson Dodge Creative. All rights reserved. 66 HDC / Inspire and transform
  67. 67. ©2014, Hanson Dodge Creative. All rights reserved. 67 HDC / Inspire and transform
  68. 68. ©2014, Hanson Dodge Creative. All rights reserved. 68 HDC / Inspire and transform
  69. 69. ©2014, Hanson Dodge Creative. All rights reserved. 69 HDC / Inspire and transform
  70. 70. ©2014, Hanson Dodge Creative. All rights reserved. 70 HDC / Inspire and transform
  71. 71. ©2014, Hanson Dodge Creative. All rights reserved. 71 HDC / Inspire and transform
  72. 72. THANK YOU! ©2014, Hanson Dodge Creative. All rights reserved. HDC / Inspire and transform 72

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