Is This Thing On?


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My b2b social media presentation for the MarketingProfs B2B Marketing e-conference (June 13, 2007)

Published in: Business, Technology

Is This Thing On?

  1. 1. {the promise of social media for business-to-business marketers} is this thing on? greg verdino
  2. 2. “social media describes the online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other. Social media can take many different forms, including text, images, audio, and video. Popular social mediums include blogs, message boards, podcasts, wikis, and vlogs.” {}
  3. 3. {but the real point is} the people
  4. 4. {when someone says social media, is this what you picture?} it’s time to take a broader view
  5. 5. {by the numbers}
  6. 6. {b2b decision makers participate in social media} according to a KnowledgeStorm study of b2b technology decision makers Do you participate in any of the following social media channels? 90% Video 80% Blogs yes 80% Wikis Social 69% Networks 53% Podcasts For podcasts yes includes once/a few times/frequently responses; for all other media yes includes monthly/weekly/daily responses KnowledgeStorm / UniversalMcCann Emerging Media Series (July-Nov 2006)
  7. 7. {social media influence b2b purchase decisions} Among those that participate in each social channel – does the content they access influence their business-related purchase decisions? 57.3% Video 53.6% Blogs yes 52.2% Wikis 26.5% Podcasts KnowledgeStorm / UniversalMcCann Emerging Media Series (July-Nov 2006)
  8. 8. {b2b marketers are shifting spend} according to a Forrester survey of b2b marketers % of B2B Marketers Changing their B2B Marketing Budget Allocation B2B Marketing Budget Allocation Budgeting Allocation on Emerging Channels Trade show s 91% Public relations 89% Email 87% Budget 73% 78% Direct mail Increase 77% Print advertising Executive seminars and events 74% 73% Sponsorship 72% Webinars No Change 25% 70% Inside sales/telemarketing 62% Online display ads (banners, pop-ups) 59% Search marketing 37% Emerging online tactics 28% Rich media ads or Internet video Budget 3% Decrease Outdoor media 24% 22% TV advertising 20% Radio Emerging Online Tactics include Podcasts, RSS and Blogs The growth represents a change in the annual marketing budget from 2005 to 2006 Forrester: “B2B Marketing Needs a Makeover – Now” (Aug 2006)
  9. 9. it’s time for b2b marketers to develop their social media strategies let’s get down to business
  10. 10. vscommunities of practice communities of interest
  11. 11. {communities of interest}
  12. 12. {judson laipply: dancing fool or b2b marketing visionary?}
  13. 13. {communities of practice}
  14. 14. {b2b buyers see the value of business networking} 69% use social networks “primarily for business networking and development” and consistently cite 6 “best uses” KnowledgeStorm / UniversalMcCann Emerging Media Series (July-Nov 2006) Note: Study did not measure purchase influence of content accessed via social networks
  15. 15. social media that isn’t social is just _media
  16. 16. {in other words} a community of practice doesn’t need to be a social network – but social media does need to foster community
  17. 17. {social media is a commitment} provide value start the conversation facilitate discussion foster trust repeat as necessary
  18. 18. {getting started}
  19. 19. {the principle of . . .} Share Your Blog Expertise Tap the Wisdom of Wiki Customers what before how Customers Social Helping Network Customers Engage Prospects Podcast Through Customer Evangelism
  20. 20. {questions answers} greg verdino