A Primer on B2B Social Media Marketing


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This is a PPT presentation we use to introduce social media marketing concepts and best practices to B2B companies, who often have technical products and complex sales. This primer is designed to be a conversation starter - to be followed up with a more specific proposal for the program.

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A Primer on B2B Social Media Marketing

  1. 1. A Primer on B2B Social Media Marketing By Gutenberg Communications
  2. 2. Problem Statement <ul><li>No monitoring of social media = no response to damaging commentary </li></ul><ul><li>No engagement in social media = lost opportunity for additional mindshare </li></ul><ul><li>No presence on social media = a brand that lacks “cool” </li></ul>
  3. 3. Examples <ul><li>Lost opportunity John Greenberg posted on LinkedIn “I am looking for IT services/support for the CT branch of my company.” No vendors offered their services to John </li></ul><ul><li>Damaging Commentary A profitable $400 million IT services firm’s Wikipedia article was updated to read that they were “next in line in filing for chapter-11” and claimed that “Citigroup is planning to offload all its stakes.” Gutenberg promptly fixed the Wiki. </li></ul><ul><li>Being Cool Counts A viewer of a Hitachi Data Systems video that included Mr. T beating up an IT consultant commented that he was searching the website for a product featured in the video. A viewer of a corporate-produced YouTube video of the HP-POD said “I want one!” . </li></ul>
  4. 4. Solution – Content Marketing Independent Social Media Brand
  5. 5. Content Marketing – Independent Brand Example DeveloperWorks (dw) is the brand IBM uses for branded communications with developers across the website, YouTube, Twitter, and more. Website Case studies Whitepapers Video Comments Responses Articles Retweets Events Personalities People Unique content
  6. 6. Outcome <ul><li>High frequency branded communications will increase customer loyalty </li></ul><ul><li>Responding to negative commentary will mitigate the damage of nay-sayers </li></ul><ul><li>Company culture and “cool” factor will increase the number of leads and improve the closing rate </li></ul><ul><li>Satire can be used to overcome misconceptions that block sales </li></ul>
  7. 7. Typical 1 Year Benchmarks <ul><li>1,000 customer, employee, </li></ul><ul><li>partner and investor, followers </li></ul>5% click-through rate on Tweeted links 50 additional targeted company stakeholders read each case- study, whitepaper, article, blog At least one comment per post Blog is quoted in other blogs and in the media Internal teams with direct contact to stakeholders say people are reading it.
  8. 8. Typical 1 Year Benchmarks <ul><li>“ Cool” factor, responding to negative commentary, greater mindshare and exposure, and overcoming misconceptions improve sales leads and retention. Evaluate </li></ul><ul><ul><li>Customer turnover </li></ul></ul><ul><ul><li>Number of leads </li></ul></ul><ul><ul><li>Closing rate </li></ul></ul><ul><ul><li>Investor confidence </li></ul></ul><ul><ul><li>Employee satisfaction </li></ul></ul><ul><ul><li>Feedback from teams </li></ul></ul>
  9. 9. Communities - Facebook <ul><li>The largest social network </li></ul><ul><li>Not used to discuss or resolve business problems </li></ul><ul><li>Problem statement: There is no sense of community among employees, which is causing high turnover. Morale is low. </li></ul><ul><li>Solution: Build a Facebook community where employees can share their thoughts, network, and be notified of company news and events. </li></ul><ul><li>Outcome: Greater bonds between employees improve teamwork, job satisfaction, morale and turnover. </li></ul><ul><li>1 Year Benchmark: Reduced employee turnover. Better responses to employee surveys. Positive feedback from employees. </li></ul>
  10. 10. Communities - LinkedIn <ul><li>The largest business network </li></ul><ul><li>Customer prospects often solicit for product recommendations </li></ul><ul><li>Problem statement: I need to connect with businesses that are experiencing the problem our products solve. </li></ul><ul><li>Solution: Monitor LinkedIn Answers and groups and respond to people asking for help and/or consider creating your own group. </li></ul><ul><li>Outcome: More sales leads. Greater mindshare among people experiencing the problem your product resolves. </li></ul><ul><li>1 Year Benchmark: Close sales deals equal to 10x the estimated cost of supporting the program. </li></ul>
  11. 11. Wikipedia <ul><li>10 billion monthly page views </li></ul><ul><li>Top’s most search engine searches </li></ul><ul><li>Problem statement: Current and prospective investors, customers, employees, and partners are reading the company Wiki to learn more about who they’re partnering with. The Wiki poorly represents the company </li></ul><ul><li>Solution: Following Wikipedia’s complex guidelines, craft a new company Wiki that energizes the brand and creates excitement among company stakeholders. </li></ul>
  12. 12. Contact <ul><li>Start small. Win big. Don’t wait. </li></ul><ul><li>Call us: 1-212.239.8475 </li></ul><ul><li>Email: [email_address] </li></ul>