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The great Social Media experimentApproaches to Social Media in B2B

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Agenda 1. Are my peers using Social Media? 2. How much time and money do they invest? 3. What challenges are they encountering? 4. What channels are they using? 5. Twitter: Defining „good performance‟ 22

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Summer 2011274 client-side B2B marketersPlan or execute social media 33

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Majority now engage in social media marketingNumber of new adopters June 2010: August 2011: 23% say social media 78% engage in social highly relevant media marketing Early Early Late Innovators Laggards Adopters Majority Majority Time 44

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But approach is very haphazard 25% Of B2B marketers have clearly defined STRATEGY 48% Describe KNOWLEDGE as “average” or “weak” 20% Describe approach as INTEGRATED 55

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Is Social Media worth pursuing? 1. Is it relevant to me? - Are customers or prospects there? - Are opinion formers there? - Will they be and/or does SEO matter? 2. Am I welcome? 3. Do I have something of value to say? 4. Do I have the time to make it a success? 66

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The primary investment is time, not cash 73% Allocate <10% budget to social media 39% 53% Allocate >10% time 25% 22% 19% 17% 17% 16% 10% 10% 7% 5% 3% 2% 2% 1% 1% 1% 1% 1% 1% 0% 1-4% 5-9% 10-14% 15-19% 20-29% 30-39% 40-49% 50-59% 60-69% 70-79% 80-100% Budget allocated to social media Time allocated 77

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Finding this time and buy-in primary challenges Regulation/ compliance Generating enough Measuring/ Monitoring Time content proving ROI criticism 8% 9% 2% management Engagement Internal buy-in with audience 19% 22% 9% Marketing 5% resources 8% Integrated 3% approach Generating Limited No unified strategy 16% quality, budgets 7% Governance relevant content Internal 8% 12% inexperience 11% Ensuring 5% consistency Unsure with brandUnsure if relevant for organisation what’s 3% 7% or in B2B effective 5% 8% Reaching target Co-ordinating audience across territories 88

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Five steps to gaining internal buy-in 1. Show target market / influencers are there 2. Show it has a „real world‟ impact 3. Show the impact of not engaging 4. Have a clear plan and strategy 5. Demonstrate clear results 99

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Q4: Who is responsible for theIs outsourcing the solution to the time challenge? management of your organisation’s social media 2% 9% marketing activity? One person - as sideline 41% One person - only role Collectively 40% Outsourced No one formally responsible 6%

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90% of B2B marketers use social networks in mix 85% deploy 77%67%66% CORE 20% SECONDARY 16% NICHE 11 11

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A performance benchmark: Twitter followers High number of B2B accounts Dabblers <250 followers 43% Rising Niche stars attraction 20%Low number 18% High number of followers of followers 500 – 2,000 250 - 500 B-list 12% 2,000 – 7,500 A-list 7,500 + 12% Low number of B2B accounts 12 12

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Three golden rules when using followers as benchmark 1. BE REALISTIC – compare within your niche 2. USE A PINCH OF SALT – followers can be manipulated 3. Focus on QUALITY OVER QUANTITY 13 13

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An aspiration: 70+ Klout score > 44 = outperforming 50% of Top 200 B2B Superbrands > 50 = outperforming 75% > 70 = outperforming 90% 14 14

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The Seven Twitologies – visit circle-research.com/blog Are you a „Philosopher‟... …or a „London Bus‟ www.circle-research.com/blog @andydalg 15 15