presents

Social Media for B2B
Companies – Good Idea or
Waste of Time?
presented by

Brian Bluff, President & Co-Founder
What We’ll Cover…

Social media – the landscape
Which platforms apply to your business?
The importance of content
Think on...
Social Media Objections
Social Media is a security risk
•  Somewhat agree
•  Loss of information
•  Loss of control
•  Rog...
Social Media Objections
Social Media is time consuming
•  Agree
•  Need a strategy – become the
expert - solve problems
• ...
Social Media Objections
Social Media is frivolous. 
•  Disagree
•  But a lot of the content
is junk
Social Media Objections
My Customers don’t use social media
•  Strongly disagree
•  Twitter: 500M registered users 
•  Fac...
YouTube
Go Where The People Are
Google Planner
Trust

To build trust
•  Be transparent
•  Share
•  Provide value
•  Listen
•  Develop advocates
•  Embrace all channels o...
What’s In It For My Company?
• Relationship Development
• Expand Network
• Communication
• Branding
• SEO
• Lead Generatio...
Maximize Value
LinkedIn – Very Powerful Sales Tool
Social Media Platforms
• 
• 
• 
• 

1 billion users = 3rd largest country in the world
1 billion pieces of content shared each day
39% of busines...
• 
• 
• 
• 
• 
• 
• 

500 Million Users
340M tweets
1.6B search queries/day
53% Recommend products
73% Trust information f...
•  200 Million members
•  80% decision makers
•  79% are 35+ years old
•  LinkedIn promotes:
•  Business intelligence
•  B...
•  2nd largest search engine
•  Every minute 72 hours of video are uploaded
•  Reasons marketers use YouTube:
o  66% for C...
• 
• 
• 
• 

500 million users
235 million active
Influence search rankings
Circles offer audience segmentation
Convergence Of Search And Social
Combining SEO And Social Media
Social Media Traffic
Twitter Influenced by:
•  Quality of content
•  Number of followers
•  Tweet volume

LinkedIn Influenc...
Buyer personas and the B2B buying process 
Buying
Process

Selling
Process

Supporting Internet
Marketing Strategy

ID Nee...
Marketing Is Like Fishing
To succeed, fish where the fish are



1973

2013
Fishing upstream – finding prospects before they know
they need you
"

Establish Credibility With Social Media
Create
Accounts
(Name Claim)
Lead
Discussion

Participate In
Discussion
Distrib...
Listen, Share and Provide Value


10% Push

90% Pull
"

Creating Expert Content Efficiently

Experience
•  Problem
•  Thinking
•  Solution
•  Learning
•  Teaching
•  Expertise
...
Reasons Marketers blog
•  77% for Content Marketing
•  75% for Search Engine Optimization
•  64% for Branding
•  48% for S...
"

Blogs = expert & support SEO
Website
(blog)
Content

Rank

Need

Distribute
Social
Properties

Search
Engines


Interac...
Outline Of An internet Marketing Plan
Thank You!
Questions? Thank


you!

•  Free 15-point online marketing audit
•  Value $1,000


Brian Bluff
President & Co-F...
Upcoming SlideShare
Loading in …5
×

Social Media For B2B Companies - Good Idea or Waste oCIPH regina keynote 10172013

524 views

Published on

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
524
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Social Media For B2B Companies - Good Idea or Waste oCIPH regina keynote 10172013

  1. 1. presents Social Media for B2B Companies – Good Idea or Waste of Time? presented by Brian Bluff, President & Co-Founder
  2. 2. What We’ll Cover… Social media – the landscape Which platforms apply to your business? The importance of content Think once, repurpose often, a winning B2B social media strategy •  Getting started •  •  •  • 
  3. 3. Social Media Objections Social Media is a security risk •  Somewhat agree •  Loss of information •  Loss of control •  Rogue employees
  4. 4. Social Media Objections Social Media is time consuming •  Agree •  Need a strategy – become the expert - solve problems •  Provide value •  Repurpose content
  5. 5. Social Media Objections Social Media is frivolous. •  Disagree •  But a lot of the content is junk
  6. 6. Social Media Objections My Customers don’t use social media •  Strongly disagree •  Twitter: 500M registered users •  Facebook: 1B active users •  LinkedIn: 200M registered users •  Google+: 500M registered users, 235M active
  7. 7. YouTube
  8. 8. Go Where The People Are
  9. 9. Google Planner
  10. 10. Trust To build trust •  Be transparent •  Share •  Provide value •  Listen •  Develop advocates •  Embrace all channels of communication Source: 2013 Edelman Trust Barometer – www.edelman.com
  11. 11. What’s In It For My Company? • Relationship Development • Expand Network • Communication • Branding • SEO • Lead Generation
  12. 12. Maximize Value
  13. 13. LinkedIn – Very Powerful Sales Tool
  14. 14. Social Media Platforms
  15. 15. •  •  •  •  1 billion users = 3rd largest country in the world 1 billion pieces of content shared each day 39% of business owners will buy ads in 2013 Facebook has been the top searched term in the US for the past 3 years
  16. 16. •  •  •  •  •  •  •  500 Million Users 340M tweets 1.6B search queries/day 53% Recommend products 73% Trust information from Twitter 42% of Twitter users follow brands 53% of B2B companies actively use Twitter
  17. 17. •  200 Million members •  80% decision makers •  79% are 35+ years old •  LinkedIn promotes: •  Business intelligence •  Business development •  Creation of business relationships •  Conversation
  18. 18. •  2nd largest search engine •  Every minute 72 hours of video are uploaded •  Reasons marketers use YouTube: o  66% for Content Marketing o  49% for Search Engine Optimization o  69% for Branding o  54% for Social Media engagement o  14% for Customer Service
  19. 19. •  •  •  •  500 million users 235 million active Influence search rankings Circles offer audience segmentation
  20. 20. Convergence Of Search And Social
  21. 21. Combining SEO And Social Media
  22. 22. Social Media Traffic Twitter Influenced by: •  Quality of content •  Number of followers •  Tweet volume LinkedIn Influenced by: •  Number of connections •  Profile updates •  Discussions created
  23. 23. Buyer personas and the B2B buying process Buying Process Selling Process Supporting Internet Marketing Strategy ID Need •  Educate prospects •  Repurpose & distribute content Search •  Position content search engines and social media Generate Lead Evaluate Engage Propose Negotiate Purchase Post Buy Eval •  Strengthen brand awareness create buzz •  Engage prospects through social media and website •  Eliminate risk, demonstrate value, simplify the buying decision Win Upsell/Resell •  Customers promote your brand •  Generate referrals
  24. 24. Marketing Is Like Fishing To succeed, fish where the fish are 1973 2013
  25. 25. Fishing upstream – finding prospects before they know they need you
  26. 26. " Establish Credibility With Social Media Create Accounts (Name Claim) Lead Discussion Participate In Discussion Distribute Content Grow Networks Become the Expert Create Content
  27. 27. Listen, Share and Provide Value 10% Push 90% Pull
  28. 28. " Creating Expert Content Efficiently Experience •  Problem •  Thinking •  Solution •  Learning •  Teaching •  Expertise Original Intent •  Email •  Presentation •  Proposal •  Notes/records •  Boilerplate •  Sales literature •  White Papers •  Articles •  Press Releases Repurpose •  Blog •  Video •  Guest Article •  Email News Letter Distribute •  SlideShare •  Twitter •  FaceBook •  LinkedIn •  Google+
  29. 29. Reasons Marketers blog •  77% for Content Marketing •  75% for Search Engine Optimization •  64% for Branding •  48% for Social Media •  21% for Customer Service
  30. 30. " Blogs = expert & support SEO Website (blog) Content Rank Need Distribute Social Properties Search Engines Interaction Branding Prospects
  31. 31. Outline Of An internet Marketing Plan
  32. 32. Thank You! Questions? Thank you! •  Free 15-point online marketing audit •  Value $1,000 Brian Bluff President & Co-Founder Site-Seeker, Inc. brianbluff@site-seeker.com @BrianBluff w: 315.732.9281 x 11 m: 315.525.5416 Code: SSIFAC

×