B2B Social Media and Professional Services


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A presentation on B2B Social Media and its application towards professional service organizations. This analysis was conducted by the Strategic Marketing Counsel Inc. 2011

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B2B Social Media and Professional Services

  1. 1. B2B Social Media<br />Presented by: ANDREW CHANG <br />
  2. 2. What is it?<br />Listening & Engagement Tool<br />Information Source<br />Strategic Positioning Tool <br />Marketing & Sales Tool<br />
  3. 3. Situation<br />60% of B2B organizations have little involvement ¹<br />42% of B2B marketers advertise on social networking sites ²<br />More & more professional services companies using it for information and prospecting<br />Source: 1 - White Horse, 2 - eMarketer.com<br />
  4. 4. Perception<br />B2B Social Media<br />Builds relationships<br />Enables idea sharing<br />Adds to knowledge of industry<br />Increases awareness<br />
  5. 5. Tools Being Used<br />Social Media Platforms<br />Twitter<br />Blogs<br />Facebook<br />Linkedin<br />Forums<br />SMMS Social Media Management Systems<br />
  6. 6. Who’s Using it<br />Accounting firms<br />Lawyers<br />Financial services<br />Consulting companies<br />
  7. 7. Why they are using it<br />Improved Audience Reach<br />Instantaneous delivery/receipt of info<br />Ability to target prospects<br />More traffic to company website<br />Cultivate relationships through idea sharing<br />
  8. 8. Measurement<br />Companies monitor the following:<br />Followership<br />Activity<br />Engagement<br />Lead results<br />Sales<br />
  9. 9. Potential Costs <br />B2B Social Media Campaign Requirements<br />Dedicated Community Manager <br />SMMS (Social Media Management Systems) software<br />Advertising on Social Networking Sites<br />Pay Per Click – Can range from $3.12 to $3.25<br />Minimum $3.00/click or per 100 impressions<br />Source: Ecommerce-Marketing.com<br />
  10. 10. Why it would work<br />Each benefit of social media is a perfect fit for the sales process<br />Rapport and Trust<br />Informing <br />Listening <br />Probing<br />Following-up <br />
  11. 11. Does it work?<br />Case Study<br />CME Group – Futures and Options Exchange <br />Attained 750,000 + following on Twitter = massive lead generated list<br />Trusted referral source<br />Source: BtoB Online<br />
  12. 12. Does it work?<br />Case Study<br />Resources Global Professionals<br />Increased number of speaking engagements and seminars<br />Improved sales opportunities<br />Source: Resources Global Professionals<br />
  13. 13. Does it work?<br />Case Study<br />Deloitte Consulting, Mckinsey and RSM McGladrey<br />Increased web traffic + better SEO results<br />Built stronger relationships through Digg and Forums<br />Established trust and reputation<br />Source: Integrated Accounting Software, B2B Voices<br />
  14. 14. Advantages<br />Measurable<br />Low cost - in relation to other marketing<br />Customize sales strategy<br />Create your own database of leads<br />
  15. 15. Challenges<br />Need of continual upkeep and maintenance (Potential costs involved)<br />Ensuring quality of message and content <br />Clarifying goals and objectives<br />
  16. 16. The Future of B2B Social Media<br />Universal adoption to build leads and maintain relationships<br />Sales departments will be devoted to social media as a prospecting tool<br />Chiefly relied upon to generate mass referrals<br />
  17. 17. Have Questions?<br />Is it cost effective?<br />If it’s so good, why is the ad dollar share so low?<br />Do you need a plan of action?<br />Will your focus be PR based, Advertising or both?<br />Do you need a controllable budget?<br /> We can help!<br />
  18. 18. Thank You<br />… helping you make the right moves<br />www.strategicmarketingcounsel.com<br />