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Social MarketingBlackRock Presentation     An integrated view to create value
2
Select B2B Clients
Your customers are building your brand    more than your advertising is…                                    40418
Customers are more effective in     influencing prospects than you are…                                       50418
Brands are built by customers.                                      60418
Customers talking with customers                                        70418
Give them something to talk about                                         80418
Post advertising age                            90418
It’s not about talking ‘at’ them,           but working ‘for’ them                                         100418
Connected, Always On, Content Rich,               a Service                                   110418
More power….less control…more                influence                                     120418
When integratedsocial, mobile, content, audience design                 and CRM             Amplification                 ...
INSIGHT 1 The linear purchase funnel is a myth.                                    14
From this          Eyeballs   Awareness   Relevance   Consideration   Loyalty   Advocacy        Buyers                    ...
Rethink the points of influence within the               sales cycle             paid vs. earned media                    ...
Target customers in the post purchase cycle                                                  Source: McKinsey Consulting6 ...
INSIGHT 2 Your customers are talking about your product/service. You must be part of that conversation or your sales staff...
Sales will be left behind if they are not supported with Social                                                           ...
Insight 3Consumerization of the Enterprise:Changing content, social and mobilebehaviors                                 20
Content         Consumer Trend                   Business Trend                                 …Leading B2B marketers are...
Social         Consumer Trend                   Business Trend  Social networks supplementing   … LinkedIn launched Compan...
Proof that influence is growing                 Social Media Usage At Work                               2008             ...
Mobile         Consumer Trend                     Business Trend  Mobile social networking has   … Droid Pro (enterprise d...
Marketers need a holistic view of socialCombine content, social and mobile and form a CRM discipline to capitalize on the ...
Successful B2B brands integrate         content, social, mobile and CRM      Small     Business       Mid-Market and Large...
Openforum.comThe premiere destination for savvy businessowners, providing a wealth of resources to helpthem grow their bus...
American Express OPEN Forum ConnectsSmall Business Owners to the Best in BusinessCore Principles:   Recruit top-tier talen...
Partner with Credible Bloggers to Scale Conversation                                                 Over at the American ...
Conversations Spread Naturally: Twitter Amplifications                                                         30
Scale Content Syndication Through a Digital Publishing Platform    Achieved enormous reach    Driven costs down dramatical...
Connected to advertising                           Dynamic online ad unit                                                 ...
Lessons Learned                  33
"Participating" customers are important ininfluencing prospects. Find the influencersand nurture them                     ...
Build an audience of influencers, those that              will participate.          Create a forum for them.  Then direct...
Listen before you buildListen before building                             36
Understand who is talking about what beforedetermining what conversation you need to join and              what you need t...
Marketing as a service                         38
Invest in earned media vs. paid                                  39
Lesson 2Show, dont tell Show, dont tell                    40
Use video to bring your brand, products and customer                  testimonials to life                    Show, dont t...
Fish where the fish are
Seed content and conversation in places where you        target audience is already going…                                ...
… so others can help distribute it further                                             44
Design for mobility at the core                                  45
Social is mobile    Desktop sales                   Tablet sales                                                   20 mill...
Dont big, start smallThink disintermediate Sales                              47
Integrate Content and Social with CRM    Think big, start small                                    48
Think big, start small                         49
Five ways to start NOW1. Social is not simply Twitter, Facebook and YouTube2. Content is the new creative – hire a content...
Thank You            51
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Social Marketing: An Integrated View to Create Value - BDI 12/15/10 B2B Social Communications Leadership Forum

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Presentation by: Colin Kinsella, President, Digitas North America

www.bdionline.com

Published in: Business
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Social Marketing: An Integrated View to Create Value - BDI 12/15/10 B2B Social Communications Leadership Forum

  1. 1. Social MarketingBlackRock Presentation An integrated view to create value
  2. 2. 2
  3. 3. Select B2B Clients
  4. 4. Your customers are building your brand more than your advertising is… 40418
  5. 5. Customers are more effective in influencing prospects than you are… 50418
  6. 6. Brands are built by customers. 60418
  7. 7. Customers talking with customers 70418
  8. 8. Give them something to talk about 80418
  9. 9. Post advertising age 90418
  10. 10. It’s not about talking ‘at’ them, but working ‘for’ them 100418
  11. 11. Connected, Always On, Content Rich, a Service 110418
  12. 12. More power….less control…more influence 120418
  13. 13. When integratedsocial, mobile, content, audience design and CRM Amplification 130418
  14. 14. INSIGHT 1 The linear purchase funnel is a myth. 14
  15. 15. From this Eyeballs Awareness Relevance Consideration Loyalty Advocacy Buyers To this Source: McKinsey Consulting6 18 09 15
  16. 16. Rethink the points of influence within the sales cycle paid vs. earned media 16
  17. 17. Target customers in the post purchase cycle Source: McKinsey Consulting6 18 09 17
  18. 18. INSIGHT 2 Your customers are talking about your product/service. You must be part of that conversation or your sales staff will be at a disadvantage 18
  19. 19. Sales will be left behind if they are not supported with Social PRINT CONFERENCES DIRECT MAIL PROMOTIONS TRADE SHOWS TRADITIONAL MEDIA PEERS PEERS INDUSTRY EXPERTS INDUSTRY EXPERTS PROSPECTS PROSPECTS SALES AND BUSINESS BUSINESS AND AND RELATIONSHIP NETWORK NETWORK CLIENTS CLIENTS MANAGERS CLIENTS CUSTOMERS DIGITAL SEARCH ENGINES INTERACTIVE ADS SOCIAL WEBINARS NETWORKS COMMUNITY PODCAST FORUMS TWITTER/RSS MOBILE BLOGS WEBSITES6 18 09
  20. 20. Insight 3Consumerization of the Enterprise:Changing content, social and mobilebehaviors 20
  21. 21. Content Consumer Trend Business Trend …Leading B2B marketers areOnline video views are growing leveraging the medium forexponentially… thought leadership and product testimonials
  22. 22. Social Consumer Trend Business Trend Social networks supplementing … LinkedIn launched Company search for advice and Pages that highlight company recommendations… products, drive member recommendations and generate awareness through viral updates
  23. 23. Proof that influence is growing Social Media Usage At Work 2008 2009 Professional Personal Professional Personal LinkedIn 62% 33% 86% 48% Twitter 13% 11% 76% 62% Face Book 18% 35% 36% 93% You Tube 34% 55% 51% 85% Source: eMarketer.com 23
  24. 24. Mobile Consumer Trend Business Trend Mobile social networking has … Droid Pro (enterprise device) was just exploded…. 30% of Facebook introduced with aggregated social interactions on the phone network functions
  25. 25. Marketers need a holistic view of socialCombine content, social and mobile and form a CRM discipline to capitalize on the benefits of lead generation, sales support and brand/product advocacy 25
  26. 26. Successful B2B brands integrate content, social, mobile and CRM Small Business Mid-Market and Large Corporate 260418
  27. 27. Openforum.comThe premiere destination for savvy businessowners, providing a wealth of resources to helpthem grow their business Exclusive Content – Originally produced events – Blogs by respected members of the Small biz community – Cardmember Stories/Insights An active community of savvy business owners (Discussion forums) Curated Partner Content – Inc., Entrepreneur, etc. Participation by key OPEN Executives – Susan Sobbot 27
  28. 28. American Express OPEN Forum ConnectsSmall Business Owners to the Best in BusinessCore Principles: Recruit top-tier talent Say something different Invite others to participate Scale conversations online Gold, Brand Awareness & Positioning Award (2008) 28
  29. 29. Partner with Credible Bloggers to Scale Conversation Over at the American Express OPEN blog, I posted an article called “Tough Talk for Tough Times: What the CEO Should Be Saying Now.” Guy KawasakiBlogs.openforum.com ranked 21 of 150 of the most influential and relevant entrepreneurblogs based on eCairn data 29
  30. 30. Conversations Spread Naturally: Twitter Amplifications 30
  31. 31. Scale Content Syndication Through a Digital Publishing Platform Achieved enormous reach Driven costs down dramatically Prospects exposed to the media player were more likely to apply for the Card Gold, Business-to- Business (2009) 31
  32. 32. Connected to advertising Dynamic online ad unit 32 Click to view online
  33. 33. Lessons Learned 33
  34. 34. "Participating" customers are important ininfluencing prospects. Find the influencersand nurture them 34
  35. 35. Build an audience of influencers, those that will participate. Create a forum for them. Then direct marketing dollars to bring prospects to them. 35
  36. 36. Listen before you buildListen before building 36
  37. 37. Understand who is talking about what beforedetermining what conversation you need to join and what you need to say Overall Voices Sentiment Lesson 1 Listen before you build 37
  38. 38. Marketing as a service 38
  39. 39. Invest in earned media vs. paid 39
  40. 40. Lesson 2Show, dont tell Show, dont tell 40
  41. 41. Use video to bring your brand, products and customer testimonials to life Show, dont tell 41
  42. 42. Fish where the fish are
  43. 43. Seed content and conversation in places where you target audience is already going… 43
  44. 44. … so others can help distribute it further 44
  45. 45. Design for mobility at the core 45
  46. 46. Social is mobile Desktop sales Tablet sales 20 million19 million in 2015 in 2010 16 million in 2015 4 million in 2010 46
  47. 47. Dont big, start smallThink disintermediate Sales 47
  48. 48. Integrate Content and Social with CRM Think big, start small 48
  49. 49. Think big, start small 49
  50. 50. Five ways to start NOW1. Social is not simply Twitter, Facebook and YouTube2. Content is the new creative – hire a content strategist3. Find current customers (fans) and engage4. Invest in earned media – hire a community manager5. Leverage your sales and customer service reps to ask for positive tweets Think big, start small 50
  51. 51. Thank You 51

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