The great Social Media experimentApproaches to Social Media in B2B
Agenda   1.    Are my peers using Social Media?   2.    How much time and money do they invest?   3.    What challenges ar...
Summer 2011274 client-side B2B marketersPlan or execute social media                                33
Majority now engage in social media marketingNumber of new adopters                                   June 2010:          ...
But approach is very haphazard  25%   Of B2B marketers have clearly defined STRATEGY  48%   Describe KNOWLEDGE as “average...
Is Social Media worth pursuing?   1.    Is it relevant to me?         - Are customers or prospects there?         - Are op...
The primary investment is time, not cash                                      73%             Allocate <10% budget to soci...
Finding this time and buy-in primary challenges                                                                           ...
Five steps to gaining internal buy-in    1.    Show target market / influencers are there    2.    Show it has a „real wor...
Q4: Who is responsible for theIs outsourcing the solution to the time challenge?       management of your   organisation’s...
90% of B2B marketers use social networks in mix                                    85% deploy                             ...
A performance benchmark: Twitter followers                                         High number of B2B                     ...
Three golden rules when using followers as benchmark    1. BE REALISTIC – compare within your niche    2. USE A PINCH OF S...
An aspiration: 70+ Klout score    > 44 = outperforming 50% of Top 200 B2B Superbrands                 > 50 = outperforming...
The Seven Twitologies – visit circle-research.com/blog  Are you a „Philosopher‟...   …or a „London Bus‟          www.circl...
B2B Social Media Marketing
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B2B Social Media Marketing

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In this presentation at the Social Media World Forum, Circle Research's Andrew Dalglish explores how B2B marketers are using social media to promote their businesses. Find out how many of your peers deploy social media, what channels they use and the challenges faced. The presentation also provides a benchmark of success on Twitter - how many followers and what Klout score is 'good' for a B2B organisation.

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B2B Social Media Marketing

  1. 1. The great Social Media experimentApproaches to Social Media in B2B
  2. 2. 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
  3. 3. Summer 2011274 client-side B2B marketersPlan or execute social media 33
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. 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%
  11. 11. 90% of B2B marketers use social networks in mix 85% deploy 77%67%66% CORE 20% SECONDARY 16% NICHE 11 11
  12. 12. 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
  13. 13. 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
  14. 14. An aspiration: 70+ Klout score > 44 = outperforming 50% of Top 200 B2B Superbrands > 50 = outperforming 75% > 70 = outperforming 90% 14 14
  15. 15. The Seven Twitologies – visit circle-research.com/blog Are you a „Philosopher‟... …or a „London Bus‟ www.circle-research.com/blog @andydalg 15 15

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