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B2B Social Media: Why Do Business Professionals Use Social Media?

Overview of the key points of why business professionals use social media--and how B2Bs can leverage those reasons to advance their ROI. More info at:

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B2B Social Media: Why Do Business Professionals Use Social Media?

  1. 1. B2BSocial Media Marketing<br />Why Do <br />Business<br />Professionals <br />Use <br />Social Media?<br />Christina “CK” Kerley<br /><br />©2010 Christina Kerley/ckEpiphany, Inc.<br />
  2. 2. Don’t be fooled:<br />“Social” <br />Media<br />Is<br />Business<br />Media<br />
  3. 3. How Do <br />Consumers<br />And Professionals Differ In Their<br />Use of Social Media?<br />
  4. 4. Consumers engage in the <br />Social Web to <br />enhance their personal lives.<br />
  5. 5. But Professionals engage in <br />the Social Web to <br />advance their livelihoods.<br />
  6. 6. Highly Engaged Audience: <br />57% of U.S. workers <br />use social media for business purposes <br />at least once per week.<br />Source:  IDC State of Social Business: 2009 Survey Results (Pub. Jan. 2010) <br />
  7. 7. Used By Executives<br />With Purcha$ing Authority.<br />While marketers are the earliest and largest adopters of social media, these tools are now gaining DEEPER penetration into the enterprise with use by EXECUTIVE MANAGERS and IT.<br />Source:  IDC State of Social Business: 2009 Survey Results (Pub. Jan. 2010) <br />
  8. 8. Social Media = <br />Knowledge Advancement. <br />The NUMBER ONE reason cited by U.S. workers for using social tools for business purposes was to “acquire knowledge and ask questions from a community”.<br />Source:  IDC State of Social Business: 2009 Survey Results (Pub. Jan. 2010) <br />
  9. 9. HowDo<br />B2B Buyers<br />Use <br />Social Media In Their Purchasing Process?<br />
  10. 10. Today’s B2B Buyers<br />59%<br />Engaged with peers online who addressed their challenges.<br />Followed industry conversations <br />on topics.<br />48%<br />Followed discussions to learn<br />more about topics.<br />41%<br />Source: Inside The Mind of The New B2B Buyer/Feb. 2010<br />
  11. 11. Today’s B2B Buyers<br />37%<br />Posted questions on social networking sites looking for suggestions and feedback.<br />Connected directly with potential solution providers via social networking channels.<br />20%<br />Shared learnings from their research and buying process with others—individual discussions, blog postings, discussion forums and tweets.<br />59%<br />Source: Inside The Mind of The New B2B Buyer/Feb. 2010<br />
  12. 12. WHY<br />Do<br />Business Professionals<br />Use<br />Social Media?<br />
  13. 13. The answers are found through <br />understanding their:<br />NEEDS,<br />MOTIVATIONS, <br />AND<br />CHALLENGES.<br />
  14. 14. Professionals Must Lower Risk.<br />Business professionals buy big-ticket items that not only affect them, but other departments and their overall organizations. And their jobs depend upon these purchasing decisions, and how well they <br />spend their budgets.<br />Ri<br />sk<br />How does Social Media Help?<br />Professionals use social media to research third-party referrals, recommendations and information (WOM) from fellow professionals—not just company representatives—BEFORE<br />making purchases in order to decrease risk to their companies, and themselves.<br />
  15. 15. Knowl<br />edge<br />Professionals Must Increase Their Knowledge.<br />In order to keep their jobs, and to find better jobs,<br />business professionals must increase their knowledge to stay up-to-date, competitive and relevant.<br />How does Social Media Help?<br />Through social media tools that enable the free, easy and timely share of information and advice, professionals significantly increase their knowledge and expertise.<br />
  16. 16. S<br />o<br />l<br />ut<br />i<br />o<br />n<br />s<br />Professionals Must Identify Solutions.<br />In their jobs, business professionals face many challenges and “pain points”… and must constantly learn new methods and identify solutions to more effectively run their businesses.<br />How does Social Media Help?<br />Social media tools give professionals a convenient, effective outlet for researching solutions, as well as <br />posting their questions and communicating directly<br />with others.<br />
  17. 17. Network<br />ing<br />Professionals Must Grow Their Networks.<br />In order to advance their careers, professionals <br />must grow their contacts and business networks.<br />How does Social Media Help?<br />Social media tools provide a tremendous vehicle to <br />meet, build and develop professional relationships, and dramatically grow <br />their business networks.<br />
  18. 18. What<br />Is The<br />BIG <br />Action Point<br />For <br />B2Bs?<br />!<br />
  19. 19. By developing social-media programs that enable professionals to:<br /><ul><li>Solve their business problems
  20. 20. Increase their knowledge and expertise
  21. 21. Lower their </li></ul>purchasing risk <br /><ul><li>Grow their </li></ul>professional networks <br />
  22. 22. Provides a powerful incentive for professionals to engage with <br />YOUR B2B brand . . .<br />and <br />advances <br />YOUR <br />B2B’s <br />ROI.<br />
  23. 23. Want to<br />learn more<br />About B2B Social Media <br />AND<br />B2B Mobile<br />Marketing?<br />
  24. 24. Many B2Bs relegate social media as a consumer tool—but that mindset is costing them potential revenues, new customer relationships, unparalleled reach and, quite possibly, their relevance. <br />This slideshow details the top 10 social media benefits that build a strong business case for B2Bs.<br />Click here to view slideshow<br />
  25. 25. With 4.6 billion current mobile subscriptions projected to surge to <br />6.5 billion mobile connections by 2014, there's no denying it:  <br />Mobile has arrived—and it's changing how (and where) professionals communicate with each other, and how (and why) audiences interact with B2B brands. <br />Learn the many benefits, business-centric value and rationale of B2B mobile marketing.<br />Slideshow can be accessed here.<br />
  26. 26. A slideshow featuring links to 20 helpful B2B social media posts, presentations and series to help B2B marketers integrate social media into their marketing mix. <br />The information helps B2Bs transition their marketing (and their mindsets!) to the Web 2.0 environment, and improve their rates of social-media success.<br />Click here to view slideshow<br />
  27. 27. This 10-Step Starter Guide walks B2B marketers through the 10 key steps entailing:<br /><ul><li>WHAT they need to know to get started in mobile marketing.
  28. 28. HOW to approach mobile audiences and environments.
  29. 29. WHICH tools they can implement to add impact to their existing programs—as well as key questions for assessing mobile ROI.</li></ul>Click here to view slideshow<br />
  30. 30. CK’s Consultancy<br /><br />CK’s Blog:<br /><br />email CK:<br /><br />©2010 Christina Kerley/ckEpiphany, Inc.<br />

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Overview of the key points of why business professionals use social media--and how B2Bs can leverage those reasons to advance their ROI. More info at:


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