Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Social Media: B2C to B2B


Published on

An analysis of social media and its relevance to both Business to Consumer and Business to Business. Are you paying attention?

Published in: Business, Technology
  • Be the first to comment

Social Media: B2C to B2B

  1. 1. Social Media… … the ordering, buying, reviewing, selling, customer retention, brand-building, buzz-generating tool so you can make money in the new century medium Are you paying attention?
  2. 2. What is social media? <ul><li>Internet- and mobile-based tools for sharing and discussing information among human beings. </li></ul><ul><ul><li>Wikipedia </li></ul></ul>
  3. 3. What social media is not <ul><li>Social networking </li></ul><ul><ul><li>Social networking has always existed </li></ul></ul><ul><ul><li>Exchange of ideas between two or more people </li></ul></ul><ul><li>E-commerce </li></ul><ul><ul><li>Limited to online or mobile monetary transaction between parties </li></ul></ul><ul><ul><li>Can be a function, component or result of social media </li></ul></ul>
  4. 4. What is social media…to business? <ul><li>The use of Internet- and mobile-based tools to engage customers, collect consumer data, share information and generate awareness. </li></ul>
  5. 5. Is social media relevant? <ul><li> Social Network Site 150 Million Active Users Fastest growing Demo 30+ </li></ul><ul><li> Sharing App hosts more than two billion tagged images </li></ul><ul><li> micro-blogging site 5,979,053 people answering the question “What are you doing now?” in 140 characters! </li></ul><ul><li> Information Sharing Source 684 Million visitors/ 75K active contributors </li></ul><ul><li> Video Sharing 5 billion online US videos 44% share of all online videos </li></ul><ul><li> News site #3 referring source of traffic to NY Times. 30K visitors/ month </li></ul>
  6. 6. Is social media relevant? <ul><li>A.C. Nielsen created multi-million dollar company focused entirely on measuring social media </li></ul><ul><ul><li>Founded in late ‘90s, PlanetFeedback was a website that attracted consumer opinions of products and services; earned revenue from advertising </li></ul></ul><ul><ul><li>Purchased by Intelliseek in 2004 </li></ul></ul><ul><ul><li>Purchased by A.C. Nielsen in 2006 and combined with R&D company to become Nielsen BuzzMetrics </li></ul></ul><ul><ul><li>Focused entirely on online brand monitoring </li></ul></ul><ul><ul><li>Legitimizes and measures consumer response in a virtual world </li></ul></ul>
  7. 7. Types of social media <ul><li>Weblogs/Blogs—, Okeeffepr, TwoBitsAndAByte </li></ul><ul><li>Microblogs—Twitter </li></ul><ul><li>News dissemination (Social Media Release)—, Google News, Twitter </li></ul><ul><li>E-Newsletters </li></ul><ul><li>E-mail </li></ul><ul><li>Social media networking sites—Facebook, LinkedIn, Google Groups </li></ul><ul><li>Aggregators—FeedBurner, FriendFeed </li></ul><ul><li>Wikis—Topic-specific Wikipedia pages </li></ul><ul><li>Online photo/video sharing galleries—YouTube, Flickr </li></ul><ul><li>Podcasts </li></ul><ul><li>Text messaging </li></ul><ul><li>Internet forums </li></ul><ul><li>Event forums— </li></ul><ul><li>Custom Applications—Twit2Win </li></ul>
  8. 8. Strengths/Weaknesses <ul><li>Strengths </li></ul><ul><ul><li>Real time </li></ul></ul><ul><ul><li>Generates direct consumer demand </li></ul></ul><ul><ul><li>Rapidly increasing usage </li></ul></ul><ul><ul><li>Increases search engine rankings </li></ul></ul><ul><ul><li>Accessible </li></ul></ul><ul><ul><li>Easy-to-use </li></ul></ul><ul><ul><li>Cost-effective </li></ul></ul><ul><ul><li>Organic </li></ul></ul><ul><ul><li>Strong…and growing…user base </li></ul></ul><ul><li>Weaknesses </li></ul><ul><ul><li>Difficult to measure </li></ul></ul><ul><ul><li>Time Consuming </li></ul></ul><ul><ul><li>Still evolving </li></ul></ul>
  9. 9. Social media for B2C <ul><li>Cincinnati Sports Leagues (CSL) ( </li></ul><ul><ul><li>Objectives </li></ul></ul><ul><ul><ul><li>Promote CSL activities </li></ul></ul></ul><ul><ul><ul><li>Attract interest from advertisers </li></ul></ul></ul><ul><ul><li>Social Media Components </li></ul></ul><ul><ul><ul><li>Facebook page—426 friends, Brian updates and monitors, posts events </li></ul></ul></ul><ul><ul><ul><li>Twitter profile—attract followers </li></ul></ul></ul><ul><ul><ul><li>—blogged daily 1 week to promote CSL to older/business audience </li></ul></ul></ul><ul><ul><li>Results </li></ul></ul><ul><ul><ul><li>Increased brand awareness </li></ul></ul></ul><ul><ul><ul><li>Frequent customer interaction </li></ul></ul></ul><ul><ul><ul><li>Personalization—strong friend base </li></ul></ul></ul>
  10. 10. Social media for B2C <ul><li>Identifying the most useful tools to actively engage and measure your customer base </li></ul><ul><li>Striking a balance between ‘in property ‘tactics and ‘out of property’ tactics </li></ul><ul><li>Building value with ‘in and out’ of property SM tools! </li></ul><ul><li>Integrating SM into the operations of your business. Avoiding apathetic use! </li></ul><ul><li>Identifying what metrics you use to determine success/ failure of SM tool/ campaign </li></ul>
  11. 11. Social media for B2B <ul><li>General Data Company ( </li></ul><ul><ul><li>Objectives </li></ul></ul><ul><ul><ul><ul><li>Promote products to targeted healthcare prospects </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Build awareness as experts on healthcare data capture/workflow </li></ul></ul></ul></ul><ul><ul><ul><li>Social Media Components </li></ul></ul></ul><ul><ul><ul><ul><li>Healthcare blog </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Promote via FeedBurner, RSS feed, etc. </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>“ Live blogging”—Client interviews industry authorities at conferences; streams/posts interviews via GD’s blog </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>Social media releases—all GD news </li></ul></ul></ul></ul><ul><ul><ul><ul><li>YouTube Station—post video demos, etc. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>—blogged daily 1 week to generate Greater Cincinnati awareness </li></ul></ul></ul></ul><ul><ul><ul><li>Results </li></ul></ul></ul><ul><ul><ul><ul><li>Increased awareness </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Recognized as industry authority by prospects </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Increased search engine rankings </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Network TV Coverage—Personal ID Patient Wristbands featured on CBS’ The Doctors </li></ul></ul></ul></ul>
  12. 12. Social media for B2B <ul><li>Miller Electric Manufacturing Co. ( </li></ul><ul><ul><li>Objectives </li></ul></ul><ul><ul><ul><li>Preferred resource on all things welding </li></ul></ul></ul><ul><ul><ul><li>Increased Web traffic </li></ul></ul></ul><ul><ul><li>Social Media Components </li></ul></ul><ul><ul><ul><li>Website—content rich and SEO optimized </li></ul></ul></ul><ul><ul><ul><li>Minisites—devoted to specific welding apps and interests (e.g., motorsports) </li></ul></ul></ul><ul><ul><ul><li>E-Newsletters </li></ul></ul></ul><ul><ul><ul><li>RSS Feeds </li></ul></ul></ul><ul><ul><ul><li>Blog—prominence on home page </li></ul></ul></ul><ul><ul><li>Results </li></ul></ul><ul><ul><ul><li>Go-to site for welding information </li></ul></ul></ul><ul><ul><ul><li>Website provides rich, relevant, fun experience </li></ul></ul></ul><ul><ul><ul><li>Drives e-commerce purchases </li></ul></ul></ul>
  13. 13. How not to use social media <ul><li>Motrin (Johnson & Johnson) ( </li></ul><ul><ul><li>Objective </li></ul></ul><ul><ul><ul><li>Sell Motrin </li></ul></ul></ul><ul><ul><li>Social Media Components </li></ul></ul><ul><ul><ul><li>Irreverent video designed to appeal to young mothers suffering from back pain associated with baby slings/carries </li></ul></ul></ul><ul><ul><ul><li>Posted ad to YouTube and </li></ul></ul></ul><ul><ul><li>Results </li></ul></ul><ul><ul><ul><li>Small # of “mommy bloggers” were offended; posted scathing remarks on Twitter </li></ul></ul></ul><ul><ul><ul><li>Motrin apologized and pulled ad immediately </li></ul></ul></ul><ul><ul><ul><li>Motrin pulled entire campaign </li></ul></ul></ul><ul><ul><ul><li>Motrin wasted all money spent on campaign </li></ul></ul></ul><ul><ul><li>Later Findings </li></ul></ul><ul><ul><ul><li>Motrin heard from same mommy bloggers that they were disappointed video was pulled </li></ul></ul></ul><ul><ul><ul><li>Mommies wanted their concerns addressed, not dismissed </li></ul></ul></ul><ul><ul><ul><li>Motrin failed to engage and befriend bloggers; lost potential customers </li></ul></ul></ul>
  14. 14. Why does social media matter? <ul><li>It’s the way people of all ages and demographics are communicating </li></ul><ul><li>Studies show consumers research products online before buying </li></ul><ul><ul><li>True for B2C and B2B </li></ul></ul><ul><ul><li>Why wouldn’t you build your online relationship with them…NOW? </li></ul></ul><ul><ul><ul><li>Website </li></ul></ul></ul><ul><ul><ul><li>Blog </li></ul></ul></ul><ul><ul><ul><li>Social networking profile </li></ul></ul></ul><ul><ul><ul><li>Wiki </li></ul></ul></ul><ul><ul><ul><li>Podcast </li></ul></ul></ul><ul><ul><ul><li>E-newsletter… </li></ul></ul></ul><ul><li>Its usage is growing rapidly </li></ul><ul><li>Vital part of marketing mix </li></ul><ul><li>Engages customers like no other medium </li></ul><ul><li>Natural evolution of marketing and PR </li></ul><ul><li>Traditional advertising isn’t working; declining usage/revenues </li></ul>
  15. 15. Questions?
  16. 16. Blog Example <ul><li>Blog </li></ul><ul><ul><li>Online mechanism for sharing information </li></ul></ul><ul><ul><li>More personal and dynamic than typical website </li></ul></ul><ul><ul><li>Can be separate from or component of corp website </li></ul></ul><ul><ul><li>Typically ties into overall marketing/PR strategy </li></ul></ul><ul><ul><li>Can allow comments from visitors; can monitor comments </li></ul></ul><ul><ul><li>Easy to create using free, downloadable blog software </li></ul></ul><ul><ul><li>Best used for sharing information of interest to or that specifically benefits targeted users </li></ul></ul><ul><ul><li>Serves as home page for many business websites </li></ul></ul>
  17. 17. Microblog Example <ul><li>Twitter </li></ul><ul><ul><li>Leading microblog </li></ul></ul><ul><ul><li>Limit of 140 characters per entry </li></ul></ul><ul><ul><li>Allows people to follow each other in real time from any location with Web/mobile access </li></ul></ul><ul><ul><li>Simple to use </li></ul></ul><ul><ul><li>Nearly 6 million users worldwide </li></ul></ul><ul><ul><li>Increasing usage among businesses, individuals, politicians and PR pros as news dissemination device </li></ul></ul><ul><ul><li>Growing number of reporters take story pitches from Twitter ONLY </li></ul></ul>
  18. 18. Social Media Release Example <ul><li>Social Media Release </li></ul><ul><ul><li>Online news dissemination device </li></ul></ul><ul><ul><li>Immediate delivery to numerous social and business networks </li></ul></ul><ul><ul><li>Large and growing mainstream/trade media subscriber list </li></ul></ul><ul><ul><ul><li>Often preferred means of receiving story ideas/pitches </li></ul></ul></ul><ul><ul><li>Rapidly growing user base </li></ul></ul><ul><ul><li>Easy to use </li></ul></ul><ul><ul><li>Typically free of charge </li></ul></ul>
  19. 19. Social Media Networking Site Example
  20. 20. Social Media Aggregator Example <ul><li>Social Media Aggregator </li></ul><ul><ul><li>Online tool </li></ul></ul><ul><ul><li>Enables users to publicize and “push” their content feeds (blogs, websites, podcasts, e-newsletters, etc. to numerous online audiences at once </li></ul></ul>
  21. 21. Podcast Example <ul><li>Podcast </li></ul><ul><ul><li>Free video or audio series downloaded to and playable on iPods, computers, TVs, mobile phones, or similar mobile media devices </li></ul></ul><ul><ul><li>Enable users to view or listen to preferred content almost anywhere at anytime </li></ul></ul>
  22. 22. Event Forum Example <ul><li>Event Forum </li></ul><ul><ul><li>Set up custom events online </li></ul></ul><ul><ul><li>Choose whom to invite </li></ul></ul><ul><ul><li>Allow others to join </li></ul></ul><ul><ul><li>Specific to topic, location, etc. </li></ul></ul>
  23. 23. Custom SM Application Example <ul><li>Social Media Application </li></ul><ul><ul><li>Custom sweepstakes application driven by Twitter </li></ul></ul><ul><ul><li>Launched Jan 14, 2009 </li></ul></ul><ul><ul><li>640 followers by Feb 4 </li></ul></ul><ul><ul><li>Objective </li></ul></ul><ul><ul><ul><li>Cascade: Gain Twitter followers to drive traffic to blog and then to website </li></ul></ul></ul><ul><ul><li>Current Campaign </li></ul></ul><ul><ul><ul><li>Freedom Center Family Membership </li></ul></ul></ul><ul><ul><ul><ul><li>Launched Feb 3 </li></ul></ul></ul></ul><ul><ul><ul><ul><li>30 followers in first 3 days </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Campaign ends Feb 10 </li></ul></ul></ul></ul>