Andrew Kent, Green Hat - 'B2B Social Media'


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iStrategy Conference Melbourne 2011: Andrew Kent, Director for Online & Innovation, Green Hat, 'B2B Social Media' - Keynote Panel Session (Day One)

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Andrew Kent, Green Hat - 'B2B Social Media'

  1. 1.
  2. 2. “Social Media is like teen sex. Everybody wants to do it. Nobody knows how. <br />When it’s finally done it’s a surprise it’s not better.”<br />iSTRATEGY 2011 - Amsterdam<br />
  3. 3. Some research insights<br />The following findings are from:<br /> B2B Marketing Outlook Australia 2011<br />Conducted by Green Hat<br />Supported by:<br />ADMA<br />Australian Marketing Institute<br />B2B Marketing (UK)<br />Available from<br />Presented by Andrew Kent<br />
  4. 4. Some context – the B2B marketing budget<br />Presented by Andrew Kent<br />
  5. 5. What are B2B marketers actually doing?<br />Presented by Andrew Kent<br />
  6. 6. B2B social media is different to B2C<br />Presented by Andrew Kent<br />
  7. 7. In social media few are doing the talking<br />Presented by Andrew Kent<br />
  8. 8. The little guy is doing the learning<br />The smaller the company the bigger the share of the budget that digital marketing receives.<br />$1 to 50M turnover - 21% of budget to digital<br />$50 to 500m turnover – 15% of budget to digital <br />$500m+ turnover – 13% of budget to digital<br />In social media, 32% of companies with turnover over $500m have no social media activity, compared to 15% for companies with a turnover under $500m.<br />Presented by Andrew Kent<br />
  9. 9. Why is this so?<br />Presented by Andrew Kent<br />
  10. 10. Some Possible Explanations<br />Things take longer to get started in big companies<br />Big companies cannot afford to make mistakes<br />Big companies have legal departments<br />It is harder for big companies to decide on a voice/approach<br />No point starting until the back-end processes are in place<br /><ul><li>Lead nurturing/lead management
  11. 11. Marketing automation</li></ul>Need proof that it works<br />“I won’t get fired for not doing it – I might get fired if I stuff it up”<br />It looks like a lot of work<br />Presented by Andrew Kent<br />
  12. 12. Why social media is worth doing<br />It has a role to play in your marketing<br /><ul><li>Stranger > Known > Liked > Trusted</li></ul>Google is listening<br />It provides direct access to your key stakeholders<br />Can you afford not to?<br /><ul><li>Commonwealth Bank ATM
  13. 13. NAB payment transfer issues</li></ul>It is part our community now and is only going to get bigger<br />It is easier than you think<br />Presented by Andrew Kent<br />
  14. 14. More info on B2B Marketing<br /><ul><li>Website:
  15. 15. Email:
  16. 16. LinkedIn:
  17. 17. Twitter: @greenhatmktg </li></ul>Presented by Andrew Kent<br />