Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
BA (Hons) Advertising B2B vs B2C Marketing
What are the main differences?
 
<ul><li>B2C marketing = business-to-consumer </li></ul><ul><ul><li>Product driven </li></ul></ul><ul><ul><li>Maximize the ...
<ul><li>B2B marketing = business-to-business </li></ul><ul><ul><li>Relationship driven </li></ul></ul><ul><ul><li>Maximize...
http://themarketingdirectors.files.wordpress.com/2010/02/b2b-vs-b2c.jpg
B2B Marketing Channels http://www.flatworldknowledge.com/node/66492#
B2C Marketing Channels http://www.flatworldknowledge.com/node/66492#
Think about the differences in a B2B and B2C email campaign
Aim  Encourage consumer to buy product immediately Target Consumers as appropriate to product Layout Designed to focus on ...
Aim  Drive prospects to website to learn more about product or service Target Businesses as appropriate to product or serv...
What kind of businesses use B2B marketing?
Which kinds of businesses use B2B marketing? <ul><li>Marketing, PR and Advertising Agencies </li></ul><ul><li>IT and Techn...
B2B Customers – Job Titles <ul><li>CEO </li></ul><ul><li>Marketing Manager </li></ul><ul><li>Operations Manager </li></ul>...
How does this fit in with social media??
B2B Marketing and Social Media <ul><li>Different approach  needed as aims for B2B marketing are different to B2C </li></ul...
Key Challenges for B2B Marketers http://www.marketingsherpa.com/1news/chartofweek-10-12-10-lp.htm
http://www.intersectionconsulting.com/2010/some-differences-between-b2b-b2c-marketing/
Same methodology & strategy process…
Social Media Strategy Process <ul><li>Initial Listening and Research </li></ul><ul><li>Define Aims and Objectives </li></u...
Forrester POST Method http://forrester.typepad.com/groundswell/2007/12/the-post-method.html
Common B2B Marketing Aims <ul><li>Increase awareness of product or service </li></ul><ul><li>Showcase features and benefit...
Examples of B2B Marketing Strategies <ul><li>Connect with key prospects and decision makers using social media </li></ul><...
Importance of Content Strategy for B2B Marketing <ul><li>Blog Posts </li></ul><ul><li>Podcasts </li></ul><ul><li>Whitepape...
<ul><li>LinkedIn </li></ul><ul><li>Company Blog </li></ul><ul><li>Twitter </li></ul><ul><li>Niche Forums </li></ul><ul><li...
https://eileenbrown.wordpress.com/2010/07/07/value-of-social-media-apps-to-b2b-and-b2c/
http://www.impactradius.com/blog/insight/2012marketing-challenge-9-acquiring-new-customers-via-social-media.html
And don’t forget to measure...
Need some juicy case studies? http://econsultancy.com/uk/blog/8148-25-business-tastic-b2b-social-media-case-studies
LinkedIn
http://www.youtube.com/watch?v=IzT3JVUGUzM http://www.youtube.com/watch?v=C1ofuNt6Abk
What is LinkedIn?? <ul><li>LinkedIn is a professional social network where you can: </li></ul><ul><ul><li>Create an online...
Advantages of LinkedIn <ul><li>Great B2B networking tool  </li></ul><ul><li>Gain excellent visibility for your ‘personal b...
LinkedIn Profile
Optimising Your Profile <ul><li>Fully complete your profile </li></ul><ul><li>Get vanity URL </li></ul><ul><li>Optimise yo...
LinkedIn Applications You can add applications that enable you to automatically update your LinkedIn profile with blog pos...
Other LinkedIn applications
Other LinkedIn applications
Other LinkedIn applications
Connecting Twitter and LinkedIn  <ul><li>‘ Tweets’ application connects your Twitter account with your LinkedIn profile - ...
LinkedIn Company Profile Enables you to create a profile for your organisation - includes the following information: <ul><...
Finding Contacts on LinkedIn <ul><li>You can find people on LinkedIn using the following:  </li></ul><ul><li>Importing Dat...
Quick LinkedIn Search <ul><li>Input keywords such as: </li></ul><ul><li>Name  </li></ul><ul><li>Job Title </li></ul><ul><l...
LinkedIn People Search <ul><li>Input keyword into quick search box then refine your search further by:  </li></ul><ul><li>...
Advanced LinkedIn People Search You can also save popular searches:  This can be used for more advanced search queries:
LinkedIn Groups <ul><li>LinkedIn groups are a great way to connect with those that share your interests or work in the sam...
LinkedIn Profile Organiser http://www.youtube.com/watch?v=sNAIA3Dpxcc
LinkedIn Answers Opportunity to learn and demonstrate expertise – similar to services such as Quora
Social Media Module on SlideShare http://www.slideshare.net/UCFadvertising
Clemi Hardie [email_address] @clemihardie
Upcoming SlideShare
Loading in …5
×

B2B vs B2C Marketing using Social Media

14,664 views

Published on

Looking

Published in: Business, Technology
  • Login to see the comments

B2B vs B2C Marketing using Social Media

  1. 1. BA (Hons) Advertising B2B vs B2C Marketing
  2. 2. What are the main differences?
  3. 4. <ul><li>B2C marketing = business-to-consumer </li></ul><ul><ul><li>Product driven </li></ul></ul><ul><ul><li>Maximize the value of the transaction </li></ul></ul><ul><ul><li>Large target market </li></ul></ul><ul><ul><li>Single step buying process, shorter sales cycle </li></ul></ul><ul><ul><li>Brand identity created through repetition and imagery </li></ul></ul><ul><ul><li>Merchandising and point of purchase activities </li></ul></ul><ul><ul><li>Emotional buying decision based on status, desire, or price </li></ul></ul>Defining B2C Marketing
  4. 5. <ul><li>B2B marketing = business-to-business </li></ul><ul><ul><li>Relationship driven </li></ul></ul><ul><ul><li>Maximize the value of the relationship </li></ul></ul><ul><ul><li>Small, focused target market </li></ul></ul><ul><ul><li>Multi-step buying process, longer sales cycle </li></ul></ul><ul><ul><li>Brand identity created on personal relationship </li></ul></ul><ul><ul><li>Educational and awareness building activities </li></ul></ul><ul><ul><li>Rational buying decision based on business value </li></ul></ul>Defining B2B Marketing
  5. 6. http://themarketingdirectors.files.wordpress.com/2010/02/b2b-vs-b2c.jpg
  6. 7. B2B Marketing Channels http://www.flatworldknowledge.com/node/66492#
  7. 8. B2C Marketing Channels http://www.flatworldknowledge.com/node/66492#
  8. 9. Think about the differences in a B2B and B2C email campaign
  9. 10. Aim Encourage consumer to buy product immediately Target Consumers as appropriate to product Layout Designed to focus on one outcome – clicking through to website Tone Emotive and persuasive language – often using time-limited offers Landing Page Designed for specific product, makes purchasing easier (3 click rule) B2B vs B2C Email Campaigns
  10. 11. Aim Drive prospects to website to learn more about product or service Target Businesses as appropriate to product or service Layout Provides additional information past just website link - can be in form of newsletter Tone Educational and logical – focused on benefits, features and pricing Landing Page Provides further information about product with a focus on benefits, features and pricing B2B vs B2C Email Campaigns
  11. 12. What kind of businesses use B2B marketing?
  12. 13. Which kinds of businesses use B2B marketing? <ul><li>Marketing, PR and Advertising Agencies </li></ul><ul><li>IT and Technology Support </li></ul><ul><li>Catering Suppliers </li></ul><ul><li>Wholesale Materials </li></ul><ul><li>Website and Software Developers </li></ul><ul><li>Human Resources Consultants </li></ul><ul><ul><li>And the list goes on…. </li></ul></ul><ul><ul><li>And on… </li></ul></ul>
  13. 14. B2B Customers – Job Titles <ul><li>CEO </li></ul><ul><li>Marketing Manager </li></ul><ul><li>Operations Manager </li></ul><ul><li>IT Manager </li></ul><ul><li>Business Owner </li></ul>
  14. 15. How does this fit in with social media??
  15. 16. B2B Marketing and Social Media <ul><li>Different approach needed as aims for B2B marketing are different to B2C </li></ul><ul><li>Relationship focused </li></ul><ul><li>Value focused </li></ul><ul><li>Content focused </li></ul>
  16. 17. Key Challenges for B2B Marketers http://www.marketingsherpa.com/1news/chartofweek-10-12-10-lp.htm
  17. 18. http://www.intersectionconsulting.com/2010/some-differences-between-b2b-b2c-marketing/
  18. 19. Same methodology & strategy process…
  19. 20. Social Media Strategy Process <ul><li>Initial Listening and Research </li></ul><ul><li>Define Aims and Objectives </li></ul><ul><li>Identify Available Resources </li></ul><ul><li>Create Social Media and Content Strategy </li></ul><ul><li>Decide On Social Media Mix </li></ul><ul><li>6. Ongoing Monitoring </li></ul>http://arengrimshaw.co.uk/an-introduction-to-social-media-for-business/businesslink/
  20. 21. Forrester POST Method http://forrester.typepad.com/groundswell/2007/12/the-post-method.html
  21. 22. Common B2B Marketing Aims <ul><li>Increase awareness of product or service </li></ul><ul><li>Showcase features and benefits of product or service </li></ul><ul><li>Generate sales leads and opportunities </li></ul><ul><li>Connect with key decision makers </li></ul><ul><li>Demonstrate knowledge and expertise within industry sector </li></ul><ul><li>Launch new product of service </li></ul><ul><li>Provide customer service and support </li></ul><ul><li>Generate positive recommendations and WOM </li></ul>
  22. 23. Examples of B2B Marketing Strategies <ul><li>Connect with key prospects and decision makers using social media </li></ul><ul><li>Create shareable content around features and benefits of your product </li></ul><ul><li>or service </li></ul><ul><li>Distribute and seed content to increase reach of messages </li></ul><ul><li>Provide real time support for new customers </li></ul><ul><li>Join and contribute to relevant industry social networks and forums </li></ul><ul><li>Become an active blog commenter on key industry blogs </li></ul><ul><li>Just a few examples – it all depends on the client, aims, resources and industry sector </li></ul>
  23. 24. Importance of Content Strategy for B2B Marketing <ul><li>Blog Posts </li></ul><ul><li>Podcasts </li></ul><ul><li>Whitepapers </li></ul><ul><li>Webinars </li></ul><ul><li>Infographics </li></ul><ul><li>Videos </li></ul><ul><li>Discussions </li></ul><ul><li>Interviews </li></ul><ul><li>Case Studies </li></ul>
  24. 25. <ul><li>LinkedIn </li></ul><ul><li>Company Blog </li></ul><ul><li>Twitter </li></ul><ul><li>Niche Forums </li></ul><ul><li>Social Bookmarking </li></ul><ul><li>Niche Social Networks </li></ul>B2B Social Media Mix
  25. 26. https://eileenbrown.wordpress.com/2010/07/07/value-of-social-media-apps-to-b2b-and-b2c/
  26. 27. http://www.impactradius.com/blog/insight/2012marketing-challenge-9-acquiring-new-customers-via-social-media.html
  27. 28. And don’t forget to measure...
  28. 29. Need some juicy case studies? http://econsultancy.com/uk/blog/8148-25-business-tastic-b2b-social-media-case-studies
  29. 30. LinkedIn
  30. 31. http://www.youtube.com/watch?v=IzT3JVUGUzM http://www.youtube.com/watch?v=C1ofuNt6Abk
  31. 32. What is LinkedIn?? <ul><li>LinkedIn is a professional social network where you can: </li></ul><ul><ul><li>Create an online CV </li></ul></ul><ul><ul><li>Connect with industry professionals </li></ul></ul><ul><ul><li>Showcase your experience and employment history </li></ul></ul><ul><ul><li>Gain recommendations from those you have worked with </li></ul></ul><ul><li>The type of person using LinkedIn differs considerably from other social networks such as Facebook: </li></ul>
  32. 33. Advantages of LinkedIn <ul><li>Great B2B networking tool </li></ul><ul><li>Gain excellent visibility for your ‘personal brand’ </li></ul><ul><li>Connect and network with current and </li></ul><ul><li>prospective clients or leads </li></ul><ul><li>Promote yourself and your employee </li></ul><ul><li>Increase your credibility by gaining </li></ul><ul><li>recommendations </li></ul><ul><li>Find expert answers using LinkedIn answers </li></ul><ul><li>Join industry groups for further networking on </li></ul><ul><li>LinkedIn groups </li></ul>
  33. 34. LinkedIn Profile
  34. 35. Optimising Your Profile <ul><li>Fully complete your profile </li></ul><ul><li>Get vanity URL </li></ul><ul><li>Optimise your job title </li></ul><ul><li>Make use of links to website </li></ul><ul><li>Request recommendations </li></ul><ul><li>Register a company profile for your business </li></ul><ul><li>for employer </li></ul><ul><li>Add LinkedIn applications such as Wordpress </li></ul><ul><li>and Twitter </li></ul><ul><li>Make your profile public </li></ul>
  35. 36. LinkedIn Applications You can add applications that enable you to automatically update your LinkedIn profile with blog posts and relevant tweets This keeps your profile populated with relevant content using the ‘Tweets’ and ‘Wordpress’ application
  36. 37. Other LinkedIn applications
  37. 38. Other LinkedIn applications
  38. 39. Other LinkedIn applications
  39. 40. Connecting Twitter and LinkedIn <ul><li>‘ Tweets’ application connects your Twitter account with your LinkedIn profile - this allows you to: </li></ul><ul><li>Quickly follow your LinkedIn </li></ul><ul><li>contacts on Twitter – you can also </li></ul><ul><li>save your LinkedIn contacts as a </li></ul><ul><li>specific Twitter List </li></ul><ul><li>Publish your tweets to your </li></ul><ul><li>LinkedIn profile – you can change </li></ul><ul><li>settings so only tweets with #in </li></ul><ul><li>are published </li></ul>
  40. 41. LinkedIn Company Profile Enables you to create a profile for your organisation - includes the following information: <ul><li>Company Overview & Logo </li></ul><ul><li>Company Description </li></ul><ul><li>Company Employees </li></ul><ul><li>Job Vacancies </li></ul><ul><li>Products or Services </li></ul>
  41. 42. Finding Contacts on LinkedIn <ul><li>You can find people on LinkedIn using the following: </li></ul><ul><li>Importing Database </li></ul><ul><li>Email Address </li></ul><ul><li>LinkedIn Quick Search </li></ul><ul><li>LinkedIn People Search </li></ul><ul><li>LinkedIn Advanced Search </li></ul><ul><li>People You May Know </li></ul>
  42. 43. Quick LinkedIn Search <ul><li>Input keywords such as: </li></ul><ul><li>Name </li></ul><ul><li>Job Title </li></ul><ul><li>Group Name </li></ul><ul><li>Location </li></ul><ul><li>Company Name </li></ul><ul><li>Refine using dropdown menu depending on what you are looking to find – this can be: </li></ul><ul><li>People </li></ul><ul><li>Updates </li></ul><ul><li>Jobs </li></ul><ul><li>Companies </li></ul><ul><li>Groups </li></ul>
  43. 44. LinkedIn People Search <ul><li>Input keyword into quick search box then refine your search further by: </li></ul><ul><li>Location </li></ul><ul><li>Relationship </li></ul><ul><li>Industry </li></ul><ul><li>Company </li></ul><ul><li>Groups </li></ul><ul><li>Job Title </li></ul>You can find this video online here
  44. 45. Advanced LinkedIn People Search You can also save popular searches: This can be used for more advanced search queries:
  45. 46. LinkedIn Groups <ul><li>LinkedIn groups are a great way to connect with those that share your interests or work in the same industry </li></ul><ul><li>You can join existing groups or raise your own online profile by creating your own industry group </li></ul><ul><li>Advantages of LinkedIn groups include: </li></ul><ul><ul><li>Communicate with group easily </li></ul></ul><ul><ul><li>Share resources, articles and blog posts </li></ul></ul><ul><ul><li>Participate in discussions </li></ul></ul><ul><ul><li>Ask for advice </li></ul></ul>
  46. 47. LinkedIn Profile Organiser http://www.youtube.com/watch?v=sNAIA3Dpxcc
  47. 48. LinkedIn Answers Opportunity to learn and demonstrate expertise – similar to services such as Quora
  48. 49. Social Media Module on SlideShare http://www.slideshare.net/UCFadvertising
  49. 50. Clemi Hardie [email_address] @clemihardie

×