B2B Social Media


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Presentation to the Exhibit Design & Production (EDPA) Southeast Chapter in Atlanta, GA - May 3, 2011

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  • Engage Audience by asking their definition, then provide these terms…Social media is an umbrella term that:Defines the various activities that integrate technology, social interaction and the use of words, images and audioCommunication has shifted from one to many – or broadcasting to a true dialogue and conversation (many to many)People have transformed from content consumers into content producersInteractions can include chat, e-mail, video, file sharing, blogging and discussion groupsInformation sharing is immediate and viral by asking questions of the audience
  • As of March 2011 – there are 140M Tweets Sent Per Day, and 460K Accounts Created Per DayPeople are watching hundreds of millions of videos a day on YouTube and uploading hundreds of thousands of videos daily. In fact, every minute, 20 hours of video is uploaded to YouTubeFacebook users are sharing 30 billion pieces of content a week, up from about 5 billion per day in 3rd quarter of 2010.
  • The exhibit industry appears to be emerging from the recession strong. According to Center for Exhibition Industry Research’s CEIR Index, the number of exhibiting companies increased by 2.1% and revenue increased 4.2%. Show producers are making social media an integral part of their offering. For example, the MAGIC show included blog lounges where people could congregate. The also invited 40 influential bloggers to the show so they could post content in real-time. They launched a Twitter feed, Tumblr page, Facebook page and more to generate ongoing conversation around the show. This effort not only generated 600,000 subscribers for the bloggers but it also gave the brands participating in the show a platform to directly reach the consumers. And of course, your customers – the exhibitors – are using social media! From tweeting to podcasting to posting videos to YouTube, exhibitors are doing a variety of pre-show, during and post-show social media activities to drive booth traffic and generate leads. In fact a Google search for social media tips for trade shows returned more than 23 million results.
  • Here are some great reasons why you should use social media.3 out of 4 Americans use social technology – Forrester, The Growth of Social Technology Adoptions, 20082/3 of the global internet population visit social networks – Nielsen, Global Faces & Networked Places, 2009Visiting social sites is now the 4th most popular online activity – ahead of personal e-mail – Nielsen, Global Faces & Networked Places, 2009If Facebook were a country, it would be the 3rd largest – between India and the U.S.Last year, Gen Yers outnumbered Baby Boomers, and 96% have joined social networks
  • Social media has been widely adopted on a global B2B level, as this infographic shows. For example:LinkedIn is most used B2B channel, followed by Facebook and Twitter65% of global Fortune 100 Companies are on TwitterAnd in terms of traffic, the number of people visiting social networking sites for B2B purposes has increased by 24% over last year.
  • Often deemed – “the Facebook for professionals”Content updates improve SEOBusiness organizations benefit from their employees’ professional connectionsForm connections at a professional level vs. solely
  • LinkedIn is the dark horse of social media channels because it is solely devoted to the business user. Used wisely, your business can benefit from not only have a corporate presence on LinkedIn, but through the networking efforts of your employees. When your employees self-identify as working for your company, a business page is automatically created on LinkedIn that you can edit. Post information about your products/services with links to subpages on your website. Encourage your customers to “follow” your business on LinkedIn so that their newsfeed is automatically populated with news about your company and individual employees. Content updates improve SEOFor example, this is EDPA member Nth Degree’s company profile, which shows basic information about the company and lists its employees who are on LinkedIn. A deeper dive into this profile – literally one additional click – uncovers information about the job functions represented on LinkedIn, the educational levels, estimated annual company growth and staff moves over time. So it’s important to remember that LinkedIn is not only a prospecting tool for sales, it’s a research tool for your competitors and potential partners/employees.
  • You can have multiple Twitter feeds to reach various target audiences – but warning – make sure you keep up with them!The Direct Marketing Association is another example of an organization managing multiple feeds for their audiences.
  • Did you know that the average person spends 15 minutes a day on YouTube? It ranks as the number2 social networking site behind Facebook (with 20% share of visits/FB has 63%) - http://www.hitwise.com/us/datacenter/main/dashboard-10133.htmlIn fact, more video has been uploaded to YouTube in 60 days than all 3 major US networks created in 60 years. But YouTube is more than watching bad music videos or makeup how-to’s – it provides valuable marketing power to B2B marketers.The beauty of YouTube is that video clips can be short – less than 3 minutes is best. Optimizing your video with smart use of keywords and links can be great for SEO.
  • We’ve told you about the big 4 – HOW MANY APPLICATIONS DO YOU THINK ARE AVAILABLE TO USE?There’s more than 200 applications on the internet in which to connect with others. Of these – many fall under the term social media.
  • How many of you have personal blogs? How many of you work for firms who have a blog? How many of you are in charge of your employer’s blog?Well, its obvious from the hands that were raised that we don’t need to review its definition, but let’s look at these amazing stats on why its important. Through blogging we are transforming what people know about companies, celebrities, sports teams and more. Blogs are read by more than 3/4ths of all Internet users. They are influencing purchase decisions, volunteer opportunities, lifestyle decisions, etc., and are establishing organizations as experts in their niche.From a B2B perspective, blogs are a wonderful way of providing an “insider’s view” of company achievements, views on industry trends and sneak peeks of new products and services. Getting a clear picture of the size of the blogosphere is difficult. WordPress has statistics for both WordPress.com (19.6 million blogs and counting) and self-hosted WordPress installations (17.4 million active installations), which gives part of the picture.There are more than 10 million tumblogs on Tumblr. Blogger doesn’t offer any public statistics on how many blogs they host. Technorati is currently tracking more than 1.2 million blogs. And there are likely millions of other blogs out there hosted on other services like Movable Type, TypePad, Expression Engine, and other CMSs.Conservatively, it would probably be safe to assume that there are over a hundred million active blogs out there. And more blogs are being created every day. A lot of people have multiple blogs, and plan to create more. And there are hundreds of thousands (if not millions) of blogs out there that have been abandoned by their creators due to a lack of interest (or a lack of traffic). http://www.webdesignerdepot.com/2011/01/too-many-blogs/
  • QR Codes are one of the latest buzz words in marketing – they allow for rapid downloads of content and are trackable. QR codes are designed to be “read” by smartphones, you simply have to download a QR Code Reader like inigma or NeoReader and essentially scan the code with your camera. Once captured, the code will then lead you to special online destinations…including coupons, videos, maps or surveys that the marketers wants you to access. Another idea would be to label your products, driving people to custom landing pages.
  • Important considerations if you plan to use QR codes include:Be COMPELLING…give people a reason to scan and click. Include an offer of some sortMatch the destination to the offer. If you are offering a case study or whitepaper…have the link go directly to the download! Don’t make people then have to opt-in to a list to get the incentive. They are on their mobile phone and probably need instant results!
  • Foursquare has 15K new users every day, with total users 2MM. And now that Facebook has gotten into the game, geo-location marketing is bigger than ever. Geo-location has wonderful applications for exhibit designers and producers:Invite prospects to check-in at shows with booths you’ve produced to see your work, meet with an on-site rep and/or qualify for a monetary incentiveSponsor your clients’ geo-location promotions, in exchange for mentions on collateral and publicity materials
  • So, you’ve heard these great information today about how social media can have a B2B impact, but if you’re not already active how do you begin??
  • In today’s environment, you have to grow bigger ears!You might ask, Where do you begin listening? Set up Google Alerts, use free tools like Social Mention, Search.Twitter.com and more to hear what others may be saying about you.
  • Share best practices within your own community through social media as well. The National Restaurant Association and Direct Marketers Association do this well on Facebook, Twitter and Linked In. Figure out the best practices and test them on yourselves!
  • The 1% rule states that the number of people who create content on the internet represents approximately 1% (or less) of the people actually viewing that content (e.g., For every one person who posts on a forum, there are at least ninety-nine other people viewing that forum but not posting).
  • Remember these tips too:Social media is a conversation that never stops, not a campaign. That means that we need to be great collectors and curators of our products and services. An art gallery owner may receive 60 paintings for a show, but only display 10. You have the same right as the artist of your firm’s brand.Social media is going to require constant work. Because its not a campaign that can be paused like television and radio ads, social media requires care and feeding, just like this puppy. But---the results are definitely worth the effort. You can reap great people-to-people engagement for a small cost with monumental return on investment.
  • This slide wraps it up. We want you to integrate, engage and go be social!
  • B2B Social Media

    1. 1. B2B Social Media: It’s a Jungle Out There!<br />
    2. 2. What is Social Media?<br />Some say “social media is like teen sex. Everyone wants to do it. Nobody knows how. When it’s finally done, there is a surprise it’s not better.” - Avinash Kaushik, Analytics Evangelist<br />
    3. 3. Social Media Use<br /><ul><li>According to Cone’s 2010 Consumer New Media Study of Americans who are online:
    4. 4. 62% are using email to interact with companies
    5. 5. 38% are using social networks to interact with companies online
    6. 6. Fortune 500’s use of blogs, video, and podcasts has increased, but Twitter was the ‘09 social media channel of choice
    7. 7. 22% of the ‘09 Fortune 500 have a public corporate blog
    8. 8. 86% of these blogs link directly to a corporate twitter account, a 300% increase over the 2008 study</li></li></ul><li>Mind Blowing Stats<br />101,000,000<br /><ul><li>LinkedIn members worldwide.</li></ul>140,000,000<br /><ul><li>The average number of Tweets per day on Twitter.</li></ul>250,000,000<br /><ul><li>Active users accessing Facebook through their mobile devices</li></ul>2,000,000,000<br /><ul><li>The number of YouTube videos viewed per day.</li></ul>30,000,000,000<br /><ul><li>Pieces of content shared each month on Facebook.</li></ul>700,000,000,000<br /><ul><li>Minutes per month spent on Facebook. </li></li></ul><li>How is the Exhibit Industry Using Social Media?<br /><ul><li>Show producers are making social media an integral part of their offering:
    9. 9. Blog lounges
    10. 10. Twitter feeds
    11. 11. Etc.
    12. 12. Exhibitors are making use of pre-, during and post-show social media</li></li></ul><li>Why Use Social Media?<br />Public Relations<br />Networking<br />Customer Service<br />Collaboration<br />Thought Leadership<br />Loyalty Building<br />Customer Growth<br />
    13. 13. Social Media Builds Brands<br />
    14. 14. B2B Social Media Landscape<br />Average visitor spends 66% more time on social media than 1 yr. ago. <br />Number of people visiting B2B social networking sites >24% over last year. <br />65% of global Fortune 100’s have Twitter profiles.<br />
    15. 15. Which social media platforms should I integrate?<br />
    16. 16. Select The Best Platforms<br />Facebook<br />LinkedIn<br />Twitter<br />YouTube<br />It’s a Digital Party!<br />
    17. 17. Facebook<br />What it is:<br />The largest social networking site, with more than 500M active users. <br />More than 250M users access Facebook through mobile devices. <br />How to use: <br />Create a Page (not a group) for your business. <br />Post about shows your clients are attending.<br />Create “favorite” pages highlighting clients and shows.<br />Use Facebook to provide “sneak peeks” of new products, services. <br />Share your industry knowledge!<br />
    18. 18. Facebook<br />Personal Profile vs. Business Page:<br /><ul><li>Create a Personal Profile first, then create a Business Page that you administer</li></ul>Personal Profiles have friends (mutual acceptance) and Business Pages have fans or “likes”(one-way opt-in)<br />Business Pages offer rich customization/integration/insight tools:<br />Analytics<br />Integrated advertising<br />Can be extended with custom 3rd party applications<br />Profiles are for people, not companies<br />
    19. 19. Facebook<br />Production Resource Group<br />Posts are generating engagement, commentary from fans. <br />
    20. 20. LinkedIn<br />Why it’s important:<br />Over 100 million members globally<br />In 2010, execs from every Fortune 500 company could be found <br />$109,703 – average household income<br />68% – over age of 35<br />61% – are male<br />34%– own a smart phone<br />74% – have an undergrad or post-grad degree<br />49% – are “decision makers”<br />24% – Have a portfolio value of $250k+<br />
    21. 21. LinkedIn<br />How to use it: <br /><ul><li>Position SMEs as thought leaders by creating or joining appropriate groups
    22. 22. Recruit talent
    23. 23. Form connection at a professional level vs. solely personal
    24. 24. Cross-post from Twitter, blog and Facebook
    25. 25. Helps increase traffic to each platform</li></li></ul><li>Twitter<br />What it is:<br />A microblogging platform that allows users to post short, 140-character updates<br />How to use it: <br />Twitter had over 31 million unique visitors in March 2011(Source: Compete.com)<br />Marketers can create a community of followers to which they push information while developing a corporate personality<br />Follow, Retweet, Respond, DM<br />
    26. 26. Twitter<br />
    27. 27. Twitter<br />Careful what you tweet! They can be deleted but may show up in search for a while after deletion<br />The content is so easily digestible that users can follow hundreds of micro-bloggers<br />Like other social media, the proof is in more nebulous measures<br />Number of followers<br />Re-tweets<br />Changes in opt-in rates or visits<br />Provides a window into a company’s culture, personality<br />Improves SEO by using keywords in posts<br />
    28. 28. YouTube<br />What it is:<br />Ranks as the 2nd highest social networking site (4-23-11, Hitwise) <br />Exceeds more than 2 billion views per day<br />24-hours of video uploaded every minute<br />How to use it:<br />SME positioning<br />Project “beauty shots”<br />Client testimonials, shot at their shows<br />
    29. 29. Conversation Prism<br />
    30. 30. Other Tools to Consider<br />Blogs<br />QR Codes<br />Location-based social media<br />
    31. 31. Blogs<br />What it is:<br />An online journal, short for “web log”<br />Can be open to comments or closed<br />Can be customized with widgets and link to corporate websites and/or social media<br />100 million blogs in existence<br />Why is it important:<br />Content is king – self publish<br />Answer FAQs<br />Easily searchable<br />Global<br />Keeps you relevant and noticed<br />
    32. 32. Quick Response Codes<br />What is it? <br />Like a barcode it allows content to be decoded at high speed<br />How do they work?<br />Allow for client interaction between print and digital channels<br />Designed for smartphones<br />QR Codes can “lead” a client to:<br />Websites/social media sites<br />Landing pages<br />Videos<br />Maps/PDFs<br />Surveys<br />Wiki-fact: - In Japan – some QR codes are placed on grave markers as a way to share additional information and unite mourners. No examples of this are known outside Japan.<br />
    33. 33. QR Codes<br />Why They Are Important?<br />31% of Americans own a Smartphone. Predicted to jump to 50% by the end of 2011<br />More than 50% of mobile internet users go online at least 1x day<br />37% of U.S. smartphone users have made a mobile purchase in the last 6 months <br />485% of QR Codes drive traffic to a URL<br />69% said they would scan to receive coupons and discounts<br />
    34. 34. Location Based SM<br />What is it?<br />Location-based social networkingwebsites based on software for mobiledevices<br />People can use mobile devices to interact with their environment<br />Why is it important?<br />Drive people to your work to showcase expertise<br />Sponsor a geo-location game with a show or exhibitor<br />
    35. 35. How Do You Find Your Way?<br />
    36. 36. 1. Start With Listening<br />Looking for PR and marketing opportunities?<br />Surveying?<br />Conducting focus groups?<br />Using information gathered as an early warning system for issues?<br />Acting on findings?<br />Tracking social media mentions and sentiment?<br />Aligning metrics with internal goals?<br />
    37. 37. 2. Move to Conversation<br />Market your expertise<br />Be a resource<br />Use news to generate conversations<br />Create sense of urgency<br />“learn about new trends/products”<br />Continually promote your customers<br />
    38. 38. 3. Turn Talk Into Action<br />Convert interest into action<br />Inform and motivate prospects<br />Encourage viral marketing<br />Create community with EDPA members!<br />
    39. 39. Best Practices<br /><ul><li>Keep your database clean and segmented
    40. 40. Know your keywords
    41. 41. Tailor messages to targets and test for success
    42. 42. Make it personal
    43. 43. Use emails, social media, landing web pages
    44. 44. Reach your “1%ers”</li></ul>Get your evangelized customers to sell for you<br /><ul><li>Encourage rating and reviews
    45. 45. Collaborate for new programs & services
    46. 46. Integrate with your marketing plan</li></li></ul><li>B2B Social Media<br />Is not a panacea<br />Think in conversations not campaigns<br />Be good collectors and curators<br />Requires regular care and feeding<br />Can result in people-to-people engagement for small cost and big results<br />
    47. 47. Don’t Be Anti-Social, Integrate<br />
    48. 48. About c21 <br /><ul><li>Full-service integrated marketing PR firm</li></ul>Offers traditional and cutting edge solutions like e-mail marketing, social media and paid search campaigns<br />Remarkable Service, Real Results since 1992<br />High client retention rate<br />Dedicated practice areas<br />c21i – interactive and social media<br />c21e – environmental<br />National and local clients<br />Award-winning projects and campaigns<br />More than 65 awards<br />One of Atlanta’s Best Places to Work<br />2007 & 2009 Top 10<br />Client Advisor Award<br />
    49. 49. Contact Us<br />Sharon Goldmacher, President & CEOsgoldmacher@c21pr.com<br />Marlena Reed, VP, Interactive Servicesmreed@c21pr.com<br />communications 21<br />www.c21pr.com<br />404.814.1330<br />