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Social Media in B2B Marketing - SM Basics & Cases


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Social Media in B2B Marketing - SM Basics & Cases

  1. 1. Dank aan onze Support Partners
  2. 2. Social Media in B2B Marketing Ghent - 14 June 2011
  3. 3. Marketing is Dead
  4. 4. Peopleare fed up with unwanted & irrelevantinterruptions…
  5. 5. Marketing 1.0 – Consumer 1.0 • efficient • predictable • motivated by the best deals • mostly rational in buying decisions
  6. 6. Those were the Days…
  7. 7. Today’s consumer has changed
  8. 8. Consumer 2.0Meet the new “Homo Feelgoodonicus”:• is inefficient & unpredictable• is motivated by what makes him/her happy• ignores most of the marketing messages• can decide & buy entirely based on emotions• likes to be social and be part of a community
  9. 9. The consumer has changed…
  10. 10. People 2.0 are “interconnected”The average “interconnected” consumer has +150 followers
  11. 11. Only 14% trust … online ads
  12. 12. >85% trust …Word of Mouth
  13. 13. a Wor(l)d of MouthLots of media tools at their fingertops
  14. 14. Consumer 2.0 • emotional buyers • interconnected • World of Media • >66% penetration (+ High expectations with rise of mobile)
  15. 15. You can’t solveproblems of today
  16. 16. with the answers of yesterday
  17. 17. Time to get started1) Who is actively (7/week) using Foursquare?2) Who is actively using Twitter?3) Who is actively using Facebook?4) Who is actively using other Social Media?
  18. 18. Who says so?
  19. 19. Antony SlabinckCEO @ LBi BelgiumHead of Social Media Task Force @ IAB
  20. 20. The Changing Consumer
  21. 21. The Changing Business
  22. 22. The Changing Agency
  23. 23. The changing media landscape
  24. 24. The changing media landscape
  25. 25. A global marketing andtechnology agency, blendinginsight, creativity andtechnology to createbusiness value.
  26. 26. Digital Mastery
  27. 27. Digital journey
  28. 28. Doing this well is difficultand absolutely needs the best available skills
  29. 29. That’s why we built one company
  30. 30. ItWevery difficult to achievethe blend is think the answer is in
  31. 31. Strong global footprint
  32. 32. Building
  33. 33. Believable
  34. 34. Brands
  35. 35. The Ongoing dialogue Forget “The Big Idea” approach! Go for an ongoing dialogue… 1. Listen 2. Dialogue 3. Engage 4. Empower
  36. 36. So … what‘sSocial Media?
  37. 37. Social Media is… Interconnected People having Conversations using all available Media=> a shift in how people discover, read and share News & Information
  38. 38. Social media is just like real life!But with larger networks, 24/24, archived > 2 years
  39. 39. It no longer matters what YOU say!Today, your brand will be determined by: what you do who you are and what THEY say!
  40. 40. Social Media Tools RSS Microblogs Social networks Blogs Wiki ‘s Social Bookmarking Virtual Worlds Podcast Vodcast Widgets Mobile Augmented Reality …
  41. 41. Application categories?1. Categorization is difficult => Many overlapping characteristics2. Possible categorization is current used typology:3. Business versus Personal
  42. 42. RSS PodcastMicroblogs VodcastSocial networks WidgetsBlogs MobileWiki ‘s Augmented RealitySocial Bookmarking …Virtual Worlds I couldn’t care less!
  43. 43. This is NOT about media nor about technology!
  44. 44. Social Technographics (Forrester)Consumers participate monthly in at least one of the indicated activites: Creators (24%) Conversationalists Inactives (17%) (33%) Critics Spectators (70%) (37%) Collectors Joiners (20%) (59%)Introducing The New Social Technographics (Jan 15, 2010 - Forrester)
  45. 45. Threats It’s probably just a Fad/Hype/Technology Communities are created without my consent We will not be in control anymore! Company processes are not ready Company/employee culture is not ready Our CEO doesn’t use Facebook… Campaigns without a strategy Starting too late All budget to campaign, not enough left for 1 year of “ongoing dialogue” …Social Media needs a new attitude from all stakeholders!
  46. 46. Opportunities Market research – Authentic Customer Insights Customer Support Contextual marketing / Social CRM Brand Advocates & Brand Ambassadors Product Design Natural SEO Human Resources Developing new business models Sales …You can already start a dialogue for less than 0,2 FTE (Social Media Managers, Conversation Managers, …)
  47. 47. Is Social Mediaa Fad or Hype?
  48. 48. Is Social Media a Fad or Hype? Are “People” a Fad or Hype? Is being “Interconnected” a Fad or Hype? Are their “Conversations” a Fad or Hype?Or is it the biggest change since the Industrial Revolution?
  49. 49. Is Social Media a FAD?
  50. 50. Put yourcustomers first!
  51. 51. Engage customers on their terms
  52. 52. Yes you can …solve problems of today with the answers of yesterday TODAY
  53. 53. First of all, we have tounderstand the basics of:• Social Communities• Brand Advocates• When Social Meets Mobile• Location Based Services• Contextual Marketing
  54. 54. 5. Social Communities
  55. 55. How do communities get started?
  56. 56. How do communities get started?1. You need a fool to start , he needs the guts to stand alone and look ridicolous2. Must be easy to follow3. First follower transforms the fool into a leader4. Leader shows how to follow5. It’s now about them6. Second follower changes two nuts into a crowd7. New followers need to see the followers as they want to emulate them8. A movement is started!9. It’s no longer risky to join the movement10. Those who didn’t join became the fools
  57. 57. Your Checklist for a succesfull case Fun experience Added ValueYou should offer: Participation Collaboration/Sharing Dialogue/Tool Authentic RelevantYou should be: Positive Honest Trustworthy
  58. 58. Pick up user generated storiesEnhance them
  59. 59. Case: Mentos - Enlarged story Checklist OFFER:  Fun Experience • Mentos Added Value  invested $28.000,- (*)  Collaboration • More than 5 M people  Participation watched video in 1st month  Dialogue/Tool • Estimated value for this Checklist BE: ‘campaign’: $ 10 million  Authentic  Relevant  Positive (*) Annual marketing budget of  Honest Mentos: $ 20 million,  Trustworthy
  60. 60. Case: KMDA - Kai Mook Antwerp Zoo Checklist OFFER:  Fun Experience  Added Value  Collaboration  Participation  Dialogue/Tool Checklist BE:  Authentic  8.500 name suggestions  Relevant  41.000 registrations for updates,  Positive  850.000 unique visitors on,  Honest  massive local and international press attention,  Trustworthy  560.000 people watched the birth online,  1.2 million site visits in the birth weekend,  5.000 people signed the online birth register,  22.000 blog comments in the birth weekend.  300.000 visitors (200.000 paying visitors) more than in 2008.
  61. 61. 6. Brand Advocates Basics
  62. 62. What’s a Brand Advocate?A customer…• who has an outspoken positive perception of a brand• who will talk favorably about a brand to their friends• who can help generate brand awareness• who can influence purchase intentionsThey have always been there …BUT never had much chance to be heard.DIGITAL is their tool
  63. 63. Customers as Brand Advocates Brand Advocates: They like to convert peers Often as well Innovators (2%) & Early Adopters (13%) They express their love for your brand to others (but are not trying to convert others, typically Facebook Fans)
  64. 64. Why are Brand Avocates so interesting? Promotional offers sent by Advocates convert 5 times more (than offers sent by brands) ACTION: Identify and mobilize your Advocates!
  65. 65. Case: Coca-Cola - Happiness AmbassadorsThe campaign “Expedition 206” sent three 20-somethings (selected socialmedia influentials!) to 206 countries and territories where Coca-Cola issold in 2010, stocked with laptops, video cameras, smart phones andplenty of other gadgetry, in order to document for the masses theirsearch for happiness.
  66. 66. 53 percent of advocates(vs 33 percent for consumers) want to be recognized as an individual. Deloitte study
  67. 67. Support their creative conversation
  68. 68. Help!We have a disaster on our hands!
  69. 69. Do brands monitor their reputation today?**Source: 2008 WebKnow Study, Cologne University
  70. 70. Case: Kryptonite - Consumer in control
  71. 71. Case: United Airlines - Break Guitars Checklist OFFER:  Fun Experience  Added Value  Collaboration  Participation  Dialogue Checklist BE:  Authentic  Relevant  Positive  Honest  Trustworthy
  72. 72. Do you react to negative comments?**Source: 2008 WebKnow Study, Cologne University
  73. 73. Case: Toyota - Boosted Conversations They turned up the volume of their response level and created a social media war room that’s staffed with 6 to 8 responders during the crisis.
  74. 74. Toyota case: Some Facts In the first 5 days, over a million people viewed the Digg Dialogg video interview with president, Jim Lentz: “Some of our models, such as Prius, have entrenched communities of enthusiasts with whom we engage, as they’re authentic brand advocates.” “ROI is certainly important to us in the long run, however we don’t plan to wait to define it before advancing initiatives we know are important. Over time we will definitely evaluate our efforts in order to determine how they are impacting key metrics. Those results will become the new benchmarks for future initiatives, and ultimately the foundation for measuring ROI.”
  75. 75. Ooops ...We forgot to talk about your most valuable brand influencers … as many companies tend to forget. Big mistake, sorry!
  76. 76. Your employees!The most overlooked segment of potential brand building are your employees!They are out there in the world interacting with people every day (Ogilvy & Mather)
  77. 77. Customers as Brand Advocates Brand Ambassadors: Brand Advocates:Paid employees or receive kind of They like to convert peers financial award to promote a Often as well Innovators (2%) & Early Adopters (13%) brand They express their love for your brand to others (but are not trying to convert others, typically Facebook Fans)
  78. 78. Case Best Buy - Twelpforce Checklist OFFER:  Fun Experience  Added Value  Collaboration  Participation  Dialogue/Tool Checklist BE:  Authentic  Relevant  Positive  Honest  Trustworthy
  79. 79. Case: Twelpforce (Best Buy)
  80. 80. We found our Ambassador... hope you have too!
  81. 81. 7. When Socialmeets Mobile
  82. 82. What is makes Mobile so special?QUESTION: Can you please show your mobile?1. Mobile is personal2. Mobile is always carried – the world in my pocket3. Mobile is always on4. Mobile has a built in payment mechanism5. Mobile is there at the point of creative impulse (instant)
  83. 83. Mobile app for Smirnoff Checklist OFFER:  Fun Experience  Added Value  Collaboration  Participation  Dialogue/Tool Checklist BE:  Authentic  Relevant  Positive  Honest  Trustworthy
  84. 84. What’s the sum of Social + Mobile + Loyalty? Loyalty € Social Mobile
  85. 85. 8. Location Based Marketing It’s all about relevance
  86. 86. Case – Starbucks: Mayor discounts & Barista badge Checklist OFFER:  Fun Experience  Added Value  Collaboration  Participation  Dialogue/Tool Checklist BE:  Authentic  Relevant €  Positive Starbucks  Honest Barista badge  Trustworthy
  87. 87. The boom today: Location Based Services • People- and business-driven • De-centralized models • Bottom-up • Rich experience • Relationship, engagement, loyalty • Social • Incentive-based (badges, coupons, ...) €
  88. 88. Case Thomas Cook – Location Based Service • World Travel Conference • 2000 attendees Checklist OFFER:  Fun Experience •  Added Value How to interact with attendees? • How to manage?  Collaboration • Fast and efficient  Participation  Dialogue/Tool Checklist BE: • Welcome messages  Authentic • Timed announcements Relevant  • Departure messages  Positive €  Honest • 4 interactive zones  Trustworthy • Targeted announcements • Real Time Statistics => adaptations
  89. 89. Case: The Coca Cola Village Checklist OFFER:  Fun Experience  Added Value  Collaboration  Participation  Dialogue/Tool Checklist BE:  Authentic  Relevant  Positive  Honest  Trustworthy
  90. 90. 9. Contextual Marketing
  91. 91. Case 8/Meet the VOLKSWAGENS First steps into Contextual Marketing (Analyzing my personal Tweets)
  92. 92. First steps into Contextual Marketing(Authorization to Analyze my Facebook profile)
  93. 93. First steps into Contextual Marketing(Analyzing my personal Facebook profile)
  94. 94. Checklist OFFER:  Fun Experience  Added Value  Collaboration  Participation  Dialogue Checklist BE:  Authentic  Relevant  Positive  Honest  TrustworthyGreat! They found me an Economical & Tech-savvy car...Contextual Marketing : Agreed! It’s still experimental …But ... just imagine the possibilities!
  95. 95. 10. Let’s get started right now!
  96. 96. LBi’s Social Media Roadmap Low Attention span High Attention 2 months 12 months Attention 2 years 2 weeks Lowcontrol .crowd sourcing .brand advocates empower .1:1 marketing .loyalty program engage .microblog .1:1 emails .shared experiences .enriched profiles .social bookmarking .podcast .personalized folders .visual DNA Control dialogue .1:1 booklets .reputation management .1:1 lab .online media campaign .wiki .surveys listen .twitter .hire conversation Manager .employees .email marketing .blog .facebook .testimonials .PR .website publish .print .monitoring .TV .folder HighControl .radio .magazine 1.0 .direct marketing 2.0 3.0 Low High Interaction Interaction Interaction
  97. 97. Case: Starbucks Idea - Innovate Checklist OFFER:  Fun Experience  Added Value  Collaboration  Participation  Dialogue Checklist BE:  Authentic  Relevant  Positive  Honest  Trustworthy
  98. 98. Case: CISCO – ASR900 Checklist OFFER:  Fun Experience  Added Value  Collaboration  Participation  Dialogue Checklist BE:  Authentic  Relevant  Positive  Honest  Trustworthy
  99. 99. Case: IBM – The Art of Sale Checklist OFFER:  Fun Experience  Added Value  Collaboration  Participation  Dialogue Checklist BE:  Authentic  Relevant  Positive  Honest  Trustworthy
  100. 100. 10 Social Media Guidelines (Phase1:Basic) 1. Start with social media in a very early stage (Listen) 2. Locate your target groups 3. Locate the SM believers within your company (employees) 4. Locate the Brand Ambassadors (employees) 5. Locate Brand Advocates (Consumers) 6. Get support/buy-in from management 7. Check your organisation & processes (SM Guidelines) 8. Define your marketing objective + KPI’s (Awareness, Fidelisation, ...) 9. Set up more professional Monitoring of your MicroSegments 10. Allocate time, resources and budget
  101. 101. Start early!So you can … fail sooner
  102. 102. Social media shouldn’t be 100% of 1 person’s job,but 1% of 100 people’s jobs
  103. 103. 10 Social Media Guidelines (Phase2:Advanced) Once you are ready to ENGAGE & EMPOWER 1. Analyse your listening & monitoring results 2. Build a strategy & roadmap based on the objective/microsegment 3. Build a presence on the main application of your targetgroup 4. Pick up user generated stories 5. Create Added Value content, applications or widgets 6. Boost these stories through communities & networks 7. Empower Brand Ambassadors (Employees) 8. Empower Brand Advocates (Consumers) 9. Consistent 360 degrees presence (Perfect Media Mix) 10. It’s not about you, it’s about them!
  104. 104. MonitoringMeasuring the Impact
  105. 105. 1. Listen Microblogging • Many free tools •Aggregate brand mentions in open content sources, e.g. Blogs • Blogs and forums • Tweets • News feeds • Requires time, resources and Aggregators patience, due to the manual work associated to it
  106. 106.
  107. 107. Monitor& Find Common Ground
  108. 108. 2. Monitor• To listen actively, report and analyse• Measure results, changes and trends• Identify potential crises• Enterprise tools specialise in tracking and measurement• Identify where your target groups are• Learn their language
  109. 109. Measuring Influence Influence Awareness Seed and monitor content on influential destinations Engagement
  110. 110. Measuring Awareness Calculate reach and click-through performance for each source using a combination of tools Influence Awareness Engagement Example: Facebook Insights
  111. 111. Measuring Engagement Leverage existing campaign analysis capabilities Influence Awareness Engagement
  112. 112. Set up a Dashboard (1/2)
  113. 113. Case: Cirque du Soleil – Getting insights1. To promote their 2009 summer campaign, Cirque du Soleil fully relied on social media. Checklist OFFER:  Fun insights2. They listened to their community and used the learnedExperienceto build excitement for future shows.  Added Value  Collaboration3. Fans and followers were given exclusive content and special discounts.  Participation  Dialogue Checklist BE:  Authentic  Relevant  Positive  Honest  Trustworthy
  114. 114. Set up a Dashboard (2/2)
  115. 115. 3. Engage • Set up a conversation team • Set up conversation guidelines • Microsegment • Define your objectives • Different strategies/segment • Define action and reaction based on the analysis of data • Respond on questions and complaints • Use customer insight for improvement and innovation • Adapt your roadmap Back
  116. 116. It’s up to you to judge if thispresentation was ...
  117. 117. Authentic
  118. 118. Relevant
  119. 119. Positive
  120. 120. Honest
  121. 121. Trustworthy
  122. 122. But I certainlyhope that youappreciated ...
  123. 123. Dialogue
  124. 124. Sharing
  125. 125. Partipation
  126. 126. And that itbrought to you ...
  127. 127. Added Value
  128. 128. & Fun
  129. 129. Marketing is alive!
  130. 130. Extra B2B cases(often protected extranets or not accessible anymore)
  131. 131. B2B Case: KINAXIS – BlogKinaxis is a supply chain management company and used a range of social media tools toeffectively raise awareness of their services. They decided to take a humorous approach totheir campaign, such as their video series ‘Suitemates, The Late Night Supply Chain Show’and their blog, ‘The 21st Century Supply Chain blog’.Their integrated social mediacampaign combinesvideo, blogging, LinkedIn, Twitter and online communities tocombine their fun approachwith a real business focus.Kinaxis claim they received42,000 leads from the initiativeand a 2.7% increase in traffic totheir site.
  132. 132. B2B Case: Dymo – Dealer PortalDYMO Corporation is the leadingmanufacturer of handheld labelmakers & label printers and wanted tobuild a direct & regular contact withtheir resellers.They developed an extranet baseddealer portal using different Loyalty &Social functionalities.Main focus is on creating real addedvalue for the resellers throughproviding all Marketing & CampaignMaterials, very easy E-LearningModules, linking the monthly sales outdata with a Loyalty Program & internalcompetition.
  133. 133. B2B Case: CREE – Website, Facebook, ...CREE, manufacturer of LED technology developed a microsite: “Cree LED revolution”. Thesite features competitions for users, Facebook & Twitter integration and the company blog.The user generated content section ‘cry for help’ features users who submit photos of theirpoorly lit working and living environments. Cree then select a monthly winner who wins freelighting. The microsite design shows how Cree are approaching this.Despite being a B2B brand, thesite has none of the expectedcorporate look and feel and justlooks like a fun place to hangout, while being branded all thetime of course. Their Facebookpage became very active andengaged, commenting andLiking on posts. The photocontest section on their site is agreat example of how they’veopened up the community andare raising awareness of theirproduct to new audiences.
  134. 134. B2B Case: Ernst & Young – FacebookErnst & Young invested in a new method for recruitment, turning to Facebook with thelaunch of their Ernst & Young Careers page. Facebook was the ideal platform for this, as therecruitment initiative was primarily aimed at college students, who are arguably the mostproficient and active Facebook users. They’ve amassed an impressive 66.000 Likes on thepage since it was started. Attracting new employees through a platform that resonates withthem instead of trying to attract people to their website through a traditional ad campaign.
  135. 135. B2B Case: SCANIA – Social NewsroomSCANIA wanted to look at what they could offer their consumers in a branded online space.Their social newsroom features original content focused within their industry. Differenttypes of content, including a blog and an embedded Flickr gallery, gives something to theirusers that you wouldn’t normally expect from a company of their type or industry.Based on how people are discovering content nowadays, by offering a completely socialexperience.
  136. 136. B2B Case: Accenture – Linkedin GroupAccenture focused on building out their LinkedIn group to run their recruitment campaign.They focused initially on building up their company LinkedIn group to amass over 6.800members in what became a very active community. This has grown to generate subgroupswhich are represented by different specialists within Accenture. Their LinkedIn activity hasresulted in employments for the business.
  137. 137. Some other presentations that might interest you : 1. The Power of Brand Advocates 2. Social Media in Practice 3. Conversational Marketing: an Introduction 4. Conversation manager: why you need one
  138. 138. Let’s start the conversation…Antony Slabinck LBi
  139. 139. Dank aan onze Support Partners