Social Media for B2B

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How and why B2B companies should engage in social media, with a bunch of case studies.

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  • Use same keywords tool
  • Use same keywords tool
  • North America business owners This the how slide
  • No different then B2C motivations are the same… more emphasis on Reputation/Authority This is the why
  • Still imature, web traffic is the easiest metric but not the most useful… all brands want to measure revenue
  • Guys is having more fun then everyone else
  • Regardless of if you are B2B / B2C, you gotta be listening… before you contribute, you should try
  • Regardless of if you are B2B / B2C, you gotta be listening… before you contribute, you should try
  • Use same keywords tool
  • sentiment
  • Regardless of if you are B2B / B2C, you gotta be listening… before you contribute, you should try to identify the
  • More expensive tools provide more analysis in determining importance of mentions, sentiment and trends If you’re dell you can’t listen to the 50k mentions daily
  • If you’re dell you can’t listen to the 50k mentions daily
  • More expensive tools provide more analysis in determining importance of mentions, sentiment and trends
  • More expensive tools provide more analysis in determining importance of mentions, sentiment and trends
  • Webchutney – Indian digital outlook report
  • More expensive tools provide more analysis in determining importance of mentions, sentiment and trends
  • More expensive tools provide more analysis in determining importance of mentions, sentiment and trends
  • More expensive tools provide more analysis in determining importance of mentions, sentiment and trends
  • Crazy targeted No one’s gonna join Sandeep’s Rug Shop fan page… come up with soemthing wider then your audience
  • More expensive tools provide more analysis in determining importance of mentions, sentiment and trends
  • Human interest Talking to people
  • Capturing leads
  • Amex Open forum Poll quizzes Slight branding Why do they do this?
  • Amex Open forum Poll quizzes Slight branding Why do they do this?
  • Gaurav Mishra – use branded communities to ignight passion, use Twitter/FB to scale
  • More expensive tools provide more analysis in determining importance of mentions, sentiment and trends
  • Branded pages , Leadsher
  • Basically an RFP, even if you don’t recommend yourself give a good answer, this guy will remember you in the future, other peple with similar problems will find your answers… does the best answer thing help? Maybe…
  • Crazy targeted No one’s gonna join Sandeep’s Rug Shop fan page… come up with soemthing wider then your audience
  • Basically an RFP, even if you don’t recommend yourself give a good answer, this guy will remember you in the future, other peple with similar problems will find your answers… does the best answer thing help? Maybe…
  • More expensive tools provide more analysis in determining importance of mentions, sentiment and trends
  • Best hotel in mumbai Should I go to business school What kind of camera should I buy What do I get my girlfriend for valentines day
  • What camera should I but
  • What camera should I but
  • What camera should I but
  • Regardless of if you are B2B / B2C, you gotta be listening… before you contribute, you should try
  • No different then B2C motivations are the same… more emphasis on Reputation/Authority
  • No different then B2C motivations are the same… more emphasis on Reputation/Authority
  • Social Media for B2B

    1. 1. B2B Social Media Usage Amit Klein Jan ‘10
    2. 2. Group Discussion: Social Media is more effective for B2C then B2B companies
    3. 3. B2B vs. B2C <ul><li>Longer sales cycles </li></ul><ul><li>Multiple people involved in decision making </li></ul><ul><li>Longer / stronger relationships </li></ul><ul><li>Fewer customers </li></ul><ul><li>More $$$ </li></ul>
    4. 4. Grasshopper.com - Awareness
    5. 5. Grasshopper – Generating Awareness <ul><li>Provides phone services for small business </li></ul><ul><li>Targeted 5,000 influential business leaders, bloggers, politicians </li></ul><ul><li>Sent each a package with chocolate covered grasshoppers and a link to a video </li></ul>
    6. 9. Grasshopper - Effects
    7. 10. Cree Lighting – Leads
    8. 12. Cree – Generating Leads
    9. 13. Cree – Generating Leads
    10. 14. B2B By the Numbers
    11. 15. Maintained company-related profiles on social networks: B2B: 81% B2C: 67% Participate in Twitter: B2B: 75% B2C: 49% Host blog: B2B: 74% B2C: 55% Monitor brand mentions: B2B: 73% B2C: 55% Engage in discussions: B2B: 66% B2C: 43% Participate in Q&A sites such as Yahoo Answers, LinkedIn, forums: B2B: 59% B2C: 44% Upload content (social objects) to Social Networks: B2B: 50% B2C: 32% Manage a community dedicated to customers or prospects: B2B: 49% B2C: 51% Monitor/support user ratings and reviews: B2B: 49% B2C: 51% Produce Webinars or podcasts: B2B: 46% B2C: 22% Source: business.com
    12. 16. Why engage in Social Media? <ul><li>Use social media to: </li></ul><ul><li>Improve Reputation / Authority </li></ul><ul><li>Increase Brand Awareness / Reach </li></ul><ul><li>Build Relationships / Engagement </li></ul><ul><li>While achieving business objectives: </li></ul><ul><li>Sales </li></ul><ul><li>Advertising </li></ul><ul><li>PR </li></ul><ul><li>Customer Service </li></ul><ul><li>Market Research </li></ul><ul><li>HR </li></ul><ul><li>Communication / Collaboration </li></ul>
    13. 19. Agenda <ul><li>How to Listen </li></ul><ul><li>Creating content </li></ul><ul><li>Becoming an authority </li></ul><ul><li>The future </li></ul><ul><li>First steps </li></ul>
    14. 20. Listening
    15. 21. What should you listen to? <ul><li>From Radian6: </li></ul><ul><li>Who’s talking about us and what are they saying? </li></ul><ul><li>Is our brand being reflected on the web the way we’d like it to be? </li></ul><ul><li>Are we keeping up with and aware of our competition? </li></ul><ul><li>Who are the influential voices in our industry? </li></ul><ul><li>Where is our community hanging out online? </li></ul>
    16. 22. What should you listen to? 1. Your company 2. Your products / names of key people 3. Your competitors 4. Keywords related to your industries
    17. 23. What should you listen to? 1. ResellerClub, Reseller Club, R Club, Directi 2. Supersite, Shridhar Luthria, Bhavin Turakhia 3. Tucows, OpenSRS, eNom, GoDaddy, Wild West 4. Domain reseller, bulk hosting, web hosting reseller, bulk domains, wholesale domains, etc…
    18. 24. How <ul><li>Free </li></ul><ul><li>SocialMention, Trendrr, Google Blog Search, Google Alerts, Twitter Search, etc… </li></ul><ul><li>Paid </li></ul><ul><li>- Radian6, Visible Technologies, </li></ul>
    19. 26. Listening Tools <ul><li>Free </li></ul><ul><li>Google Blog Search, Google Alerts, Twitter Search, SocialMention, Trendrr, etc… </li></ul><ul><li>Paid (cheapish – tens USD/month) </li></ul><ul><li>- SocialSeek, ViralHeat, Trackle </li></ul><ul><li>Paid (expensive – hundreds USD/month) </li></ul><ul><li>- Radian6, Techrigy, Scout Labs, Visible Technologies, SentimentMetrics </li></ul>
    20. 27. Listening Tools - SocialMention
    21. 28. Listening Tools - Trendrr
    22. 29. Listening Tools - Trendrr
    23. 30. Listening Tools - Paid <ul><li>Source indexing </li></ul><ul><li>Real time </li></ul><ul><li>Segmentation (region, keyword, source) </li></ul><ul><li>Influencer analysis </li></ul><ul><li>Workflow </li></ul><ul><li>Export to CRM </li></ul><ul><li>Combine with traditional analytics tools </li></ul>
    24. 31. Listening Tools – Radian6
    25. 32. Listening Tools – ScoutLabs
    26. 33. But what if no one’s talking?
    27. 34. Create Content <ul><li>Blog Posts </li></ul><ul><li>Tutorials </li></ul><ul><li>Presentations </li></ul><ul><li>White Paper </li></ul><ul><li>Tweets </li></ul><ul><li>Ask questions </li></ul><ul><li>Create groups </li></ul><ul><li>Branded Communities </li></ul>
    28. 35. Razorfish
    29. 36. Creating Content
    30. 37. Creating Content - Whitepapers
    31. 38. Creating Content - Blogs
    32. 39. Creating Content - Twitter
    33. 40. Creating Content - Video
    34. 41. Establishing Authority <ul><li>Appeal to a wider audience then just your customers </li></ul><ul><li>Become a destination for anyone looking to learn more about your niche/industry </li></ul><ul><li>No one wants to join Sandeep’s Rug Store fan page, create “I love Persian Rugs” page on FB </li></ul><ul><li>70% content about the industry, 30% info about your products </li></ul><ul><li>Be transparent on who you are, be human, be likable, admit mistakes </li></ul><ul><li>Leads / sales will follow </li></ul>
    35. 42. Tools <ul><li>The tools might change over time. Today you can use these tools to achieve your business objectives: </li></ul><ul><li>Twitter </li></ul><ul><li>Facebook </li></ul><ul><li>Branded Communities </li></ul><ul><li>Youtube </li></ul><ul><li>SlideShare </li></ul><ul><li>LinkedIn </li></ul>
    36. 43. Twitter
    37. 44. Facebook
    38. 45. Branded Communities
    39. 46. Branded Communities
    40. 47. Group Discussion: What are the pros & cons of using FB/Twitter vs. a branded community
    41. 48. Youtube
    42. 49. SlideShare
    43. 50. LinkedIn - Search
    44. 51. LinkedIn - Groups <ul><li>Very targeted </li></ul><ul><li>Don’t need huge numbers </li></ul><ul><li>Find out what people are talkin’ about: pain points in industry, competitors, key people, etc… </li></ul>
    45. 52. LinkedIn - Questions
    46. 53. Purchasing Ads
    47. 54. Purchasing ads <ul><li>Targeting based on Demographic / Profile info </li></ul><ul><li>LinkedIn / FB </li></ul>
    48. 55. The Future – Social Search
    49. 56. Social Search <ul><li>There are certain searches where Google Fails: </li></ul><ul><ul><li>Best hotel in Mumbai </li></ul></ul><ul><ul><li>Should I go to business school? </li></ul></ul><ul><ul><li>Which DSLR camera should I buy? </li></ul></ul>
    50. 57. Social Search
    51. 59. Social Search <ul><li>Moving away from static search </li></ul><ul><li>More and more the pages we visit on the web are dictated by recommendation </li></ul><ul><li>Twitter / Aardvark / Google (social) / LinkedIn </li></ul><ul><li>Conversations & recommendations will play an increasing important role </li></ul><ul><li>Critical to have conversations around your brand / leave a footprint </li></ul>
    52. 60. Conclusion
    53. 62. First Steps
    54. 63. First steps all businesses could take <ul><li>Find out where the conversations are happening (forums, blogs, twitter, etc…) </li></ul><ul><li>Find out who are the biggest influencers </li></ul><ul><li>Jump in but don’t spread yourself to thin… pick one or two channels </li></ul><ul><li>Join the conversation, ask questions, retweet, highlight other people </li></ul><ul><li>Be yourself - inject your own personality </li></ul><ul><li>Be human, give your real name, bio, photo </li></ul>
    55. 64. First steps all businesses could take <ul><li>Have a section on your website, FB, twitter, Greader/Buzz: “Links [company name is reading]” </li></ul><ul><ul><li>Allow anyone to post </li></ul></ul><ul><ul><li>Aggregate news from other sites on to your site </li></ul></ul><ul><ul><li>Give your short opinion / analysis </li></ul></ul><ul><li>Create a corporate blog </li></ul><ul><ul><li>Allow anyone in the company to post </li></ul></ul><ul><ul><li>Discuss what’s going on in your organization (30%), wider industry news (70%) </li></ul></ul><ul><li>Comment on blogs (leave a footprint) </li></ul><ul><li>Answer / ask LinkedIn questions </li></ul>
    56. 65. Resources <ul><li>socialmediab2b.com </li></ul><ul><li>briansolis.com </li></ul><ul><li>business.com </li></ul><ul><li>blogs.forrester.com </li></ul>
    57. 66. Questions?

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