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Social Media for B2B Marketing


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Social Media for B2B Marketing

  2. 2. introducing top floor creating the hub of your marketing efforts15 years experience in digital marketingFull-service includes:• Marketing strategy - including integration• Website design & development• Web analytics includingsearchconversionsocial• Social media marketing• Email marketing• Branding and rebranding• Event support• Offline marketing
  4. 4. what is social media? some definitions SOCIAL MEDIARelating to human society and its The storage and transmissionmembers; of and pertaining to the tools used to accumulate and life, welfare and relations of distribute information or data. human beings in a community.
  5. 5. what is social media? some definitions SOCIAL MEDIAA set of technologies being used to accumulate anddistribute information to members of a community thathave congealed around a common purpose. • The closer that common purpose is, the more powerful these tools become.
  6. 6. digital marketing trends & what we’ve been doing the top 10 most effective B2B marketing channels
  7. 7. what is social media? channels and tactics CHANNELS TACTICSFacebook BloggingTwitter CommentingLinkedIn BookmarkingGoogle+ PodcastingYouTube Content PlacementPresentation and Document Rich Media PlacementSharingPhoto and Image SharingQ&A SitesInfluence tracking sites
  8. 8. what is social media? channels and tacticsSocial Networks - focus on building online communities unitedby common purpose• Facebook• LinkedIn• Pinterest• Google+• Community Forums
  9. 9. what is social media? channels and tacticsSyndication - formats used to publish frequently updatedinformation and that allow users to control the intake of thatinformation.• Blogs• RSS News Feeds• Content
  10. 10. what is social media? channels and tacticsWikis - a series of web pages that allow user contribution.• Businesses can use wikis as an important part of communityforums to: • create collaboration • user input • product innovation and development • share customer support services with contributors
  11. 11. what is social media? channels and tacticsRich Media Sharing - video, photo and audio sharing sites• YouTube• Flickr • Provides additional search performance
  12. 12. what is social media? channels and tacticsMashups - combinations of social channels or information• A google map that plots photos•A map application that plots business locations as well as video content from t
  13. 13. facebook the big three• Facebook page with timeline posts feed to those that have liked yourpage• Custom tabbed sections of your page allow for flexible promotional space and can replica• Ads can target a very defined group, more defined than any otherchannel• Sponsored Ads or posts will feed to friends of friends or chosendemographic groups• Using Facebook as your brand allows you to friend others, commentelsewhere, and place content.• Facebook groups provide another place for content and engagement• Promoted posts show up to all of your friends as well as all of theirfriends• Powerful targeting provides excellent platform for careers
  14. 14. facebook key metrics• Likes• Posts• Reposts (shares)• People are talking about this• Engagement rate• Ad click-through• Engagement/conversion from custom tabs
  15. 15. twitterthe big three
  16. 16. twitter the big three• Twitter is the water cooler for B2B marketers: It’s a vibrantcommunity where businesses can prospect leads andcongregate as thought leaders to discuss relevant industrytopics.• Provides real-time engagement via short Tweets and viralspreading via Re-Tweets• Use it to get the word out to customers about specific productofferings and as a forum for potential customers to discover andlearn more about you and what you offer• The main behavior in Twitter is Following
  17. 17. twitter tips for following and being followed• Identify Twitter accounts that will be relevant and interesting toyou, your organization and your industry.• Let people know that you’re on Twitter, and encourage them tofollow you back.• You associate yourself with a specific group of industryexperts and thought leaders, and demonstrate your interest inthe space.• Twitter is a great platform for engagement, so once you followsomeone on Twitter you can work on starting a conversation.
  18. 18. twitter tips for following and being followed• Find people to follow by importing your contact databases using tools thatTwitter provides. Then, broaden this action by following those that yourfollowers are following – where relevant.• Follow people that your competitors are following and that follow yourcompetitors.• Do a search for experts in the field who are tweeting. You can find people tofollow on sites like or• Follow back relevant people and companies that are following you.• Twitter provides easy search functionality so that you can find people thatare talking about your company and your industry. Spend some time trying outdifferent searches and hashtags that are relevant to your business. Once youfind the people who are contributing most to the conversation, start followingthem.• Use Twitter lists to zero in on top prospects and other classes.
  19. 19. twitter tips for following and being followed• Use Twitter to promote and support events• Use @ tags to direct messages wisely• Do not use automated posts. They will look like spam and you will losefollowers• Use Twitter lists to segment users into interest groups, prospects, etc.• Be sure to mix original tweets, re-tweets and @comments• Use promoted tweets to get in people’s timelines• Use the 4-1-1 rule: for ever original tweet, @-tweet one and re-tweet fourrelevant pieces of information
  20. 20. twitter key metrics• Followers• Mentions• Retweets• Retweet/reply reach• Number of lists• Social Capital – influence of twitter followers• Number of potential prospects sent to sales
  21. 21. linked in content is king here• Create a robust company profile aimed at your targetdemographics including but not limited to careers• Populate video content• Join as many groups that are relevant and contribute content tothem.• Build a LinkedIn group around your company’s competencies• Encourage your employees to contribute• Use LinkedIn ads, which are highly targetable• One of two top methods, together with company blogs, toestablish company reputation as an expert.
  22. 22. linked in content is king here• Linked In provides many opportunities to populate content and have thatcontent repurposed by others with attribution to you• Use recommendations - make it easy for others to recommend you byincluding that as a call to action
  23. 23. linked in key metrics• Followers• Referring Traffic• References• Group Members• Discussions Created• Shares of your content
  24. 24. comparing b2b with b2cBoth want to drive brand awareness, build online traffic and connect with currentand potential customers.The difference between the two marketing efforts lies in the tactics that eachmarketer uses to get this job done.The Target ConsumerB2B companies’ target consumer, in most cases, is a business with industry-savvyprofessionals making the decisions for a whole company. These decisionmakersare going to weigh all of their options and perform extensive research beforemaking an important purchasing decision that will affect all of the people withintheir company - that research provides opportunity via social media.Company’s Position in the MarketplaceAsk yourself how you want your company to be perceived in the businessmarketplace. In most cases, B2B marketers strive to be known as experts in theirfield. Social media is an excellent platform to position your company in themarketplace as an industry leader and expert.
  25. 25. everyone has statisticsSocial is now the preferred method of engagement across allsegments and generations: Facebook: 300 Million unique monthly visitors 1.1 billion users Twitter: 13 million unique monthly visitors 500 million users LinkedIn: 15 million visitors 45 million users Pinterest: 28 million visitors 45 million usersYouTube: 80 million visitors180 million reg usersThe second most used search engine
  26. 26. everyone has statisticsSocial is now the preferred media of users, far exceedingtelevision.Social is the leading source of news for users and overall leaderof news leads.67% of all adults use social media.Social is the most common activity on a mobile devices whichnow exceed desktop access to the Internet.
  29. 29. everyone has statistics•70% of online adults say they use Facebook•16% of online adults say they use Twitter•20% of online adults say they use LinkedIn•15% of online adults say they use Pinterest
  30. 30. everyone has statistics• 93% of B2B marketers use social marketing to market theirbusiness• 85% of marketers reported that the number one benefit ofsocial marketing is generating more business exposure• 74% of marketers reported that social marketing has increasedtheir site traffic• 59% of marketers are using social marketing for 6 hours ormore per week
  32. 32. everyone has statistics
  33. 33. SOURCE OF Traffic FOR B2B WEBSITES
  35. 35. SOCIAL MEDIA SITES THAT ARE SOURCES OF visits TO WEBSITETwitterFacebook Linked In
  38. 38. social has changed B2b marketing70 percent of the buying process in a complex sale is alreadycomplete before clients are willing to talk with a sales person.Along with Google searches for product information, buyers andprospective clients are also searching for and encounteringinformation inside of social networks.In addition they are increasingly asking their peers forrecommendations and advice across social media.
  39. 39. social has changed B2b marketingSocial media has changed customers’ expectations of responsetimes. But as we have moved to e-mail, and increasingly Twitterand online chat, the customer expects an instant response.
  40. 40. social has changed B2b marketingSocial media has changed negative and positive impact to thebrand and the speed at which that impact can spread to others,including media outlets.
  41. 41. Frequently asked questions• What can we do on Facebook?• Should we use Twitter?• What platforms can I use to spread content?• How in the world do I use Twitter?• What is the relationship of social media to public relations?• If a question falls in the social media woods and we aren’t inthe woods to hear it... These are the wrong kinds of questions to start with.
  42. 42. Frequently asked questions the right questions• How do we increase sales and market share?• How can we better align innovation with market demand?• How can we provide a consistent customer support experienceat reduced cost?• How do we establish and maintain online reputation?• How can we increase customer retention?• How can we attract quality employees?• How do we position our brand as a thought leader?• How do we gather customer input and use it wisely? How can involvement in social media serve these types of goals?
  43. 43. relationshipsCUSTOMER EMPLOYEE S Marketing S Sales Recruiting Customer Service HR PR COMPANY Procurement C-Suite Legal Finance PR AccountingPARTNERS INVESTORS
  44. 44. marketing business value affected by social media• Market intelligence• Identifying market trends• Multiplying the effects of campaigns• Increase customer loyalty• Building a brand-centered community
  45. 45. Public relations business value affected by social media• Monitoring & Engaging• Online reputation management• Public messaging• Content marketing
  46. 46. customer support business value affected by social media• Consistent support• Reduce incoming support calls by using collective knowledge• Building customer loyalty and trust
  47. 47. sales business value affected by social media• Create awareness of the brand• Lead generation• Expertise identification and location• Pipeline development
  48. 48. product development business value affected by social media• Align innovation with market demand• Customer-driven product innovation• Accelerate time to revenue• Driving better results from R&D investments• Knowledge retention in central location
  49. 49. human resources business value affected by social media• Employee acquisition - finding talent• Less time to production• Training and education• Connecting and engaging the workforce• Team-building• Empowering individual productivity
  50. 50. measurement measuring the effect of social media efforts• Referral traffic back to a brand’s website using Google analytics andtrack conversions from these new visits.• Gated content using landing pages across social channels, including paidads.• Assign metrics to the overall engagement levels of social channels andmeasure the increase or decrease.• Tying your social efforts back to a marketing automation solution isanother easy way to measure the ROI from using social for leadgeneration. A solution that includes social applications can add a sociallayer to all of your campaigns giving them a measurable boost inengagement and overall reach.
  51. 51. measurement measuring the effect of social media efforts• Radian 6 (salesforce)• Adobe Sitecatalys (formerly Ominture)• Curalate• BitLy• Open Site Explorer (SEOmoz)• SysomosAnalytic tools perform best in the hands of experts prepared tomake recommendations based on data found.
  54. 54. INCREASING CONVERSION effects on the bottom line Budget 1,000,000 1,000,000 Traffic 1,000,000 1,000,000 CPC $1.00 $1.00Conversion Rate 3% 5% Sales 30,000 50,000Average Revenue $100 $100 Per SaleTotal Web Sales $3,000,000 $5,000,000