Using Social media in b2b marketing


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Join SalesFUSION for an in-depth look at the trends driving the use of Social Media in b2b marketing and lead generation. Explore how companies are putting social media networks to use for their demand generation efforts, resulting in higher inbound lead flow.

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Using Social media in b2b marketing

  1. 1. Social Media sanity tour<br />Welcome!<br />Presented by: <br />Kevin Miller – EVP Marketing/Sales – SalesFUSION<br />Session Audio Starts at 2PM EST<br />
  2. 2. Prevailing social media strategy in b2b…<br />I tweet<br />You tweet<br />We all tweet for <br />…..who knows what?<br />
  3. 3. About SalesFUSION<br /><ul><li>SaaS Marketing Automation Solution
  4. 4. Support B2B and retail customers
  5. 5. Platform for driving all lead/demand generation
  6. 6. HQ – Atlanta GA – Offices in PA/CA
  7. 7. Focus on integrating marketing/sales
  8. 8. Embedded demand generation for CRM
  9. 9. Customers/partners operating in 11 countries</li></li></ul><li>Speaker<br />Kevin Miller – EVP Marketing & Sales – SalesFUSION<br /><ul><li> 17 Years database/direct marketing & CRM
  10. 10. Retail & B2B
  11. 11. Principle at SalesFUSION</li></li></ul><li>What we’ll cover today<br /><ul><li>Properly defining social media
  12. 12. Trends in the expansion of social media use
  13. 13. Social for Retail versus Social for B2B
  14. 14. Social Sanity – the value of social activities
  15. 15. Social CRM introduction & discussion</li></li></ul><li>Twitter…..OMG….WTH? HDIGAVOOTH? <br />(Translation…Oh My Gosh..What the Heck? How do I get any value out of this thing?)<br />So what does Twitter do for businesses?<br />Twitter is a communication platform that helps businesses stay connected to their customers. As a business, you can use it to quickly share information with people interested in your company, gather real-time market intelligence and feedback, and build relationships with customers, partners and other people who care about your company. As an individual user, you can use Twitter to tell a company (or anyone else) that you've had a great—or disappointing—experience with their business, offer product ideas, and learn about great offers.<br />
  16. 16. You can’t make this stuff up!<br />
  17. 17. The Numbers<br />The stats…yeah we know…this is important<br /><ul><li>Fastest growing sector for Internet use is communities (5.4% in a year)
  18. 18. Member communities reach more internet users (66.8%) than email (65.1%) (Nielsen “Global Faces on Networked Places”)
  19. 19. By 2010 over 60% of Fortune 1000 companies will have some form of online community deployed for CRM purposes (Gartner Group – “Business Impact of Social Computing on CRM)</li></li></ul><li>Which of the following tactics does your marketing organization use?<br />Base: 249 B2B marketers at companies with 50 or more employees<br />(multiple responses accepted, does not include “other”)<br />
  20. 20.
  21. 21. Different subsets of Social CRM on the adoption curve<br />© 2010 Altimeter Group <br />Attribution-Noncommercial-Share Alike 3.0 United States<br />
  22. 22. Consumer versus B2B<br />Consumer<br /><ul><li>Manage the brand
  23. 23. Engage with consumers in a social atmosphere – Facebook, Twitter, Communities
  24. 24. Protect the brand
  25. 25. Respond to crisis
  26. 26. Then – New Coke– (days and weeks)
  27. 27. Now – GAP Logo – (hours and days)
  28. 28. The end-result is the same
  29. 29. Consumers “owning the brand” is not a result of social media – it only accelerates the result
  30. 30. Focus groups
  31. 31. Viral Marketing – YouTube</li></ul>B2B<br /><ul><li>Manage the brand
  32. 32. Engage with buyers – LinkedIn, Communities & Blogs
  33. 33. Empower employees to socially prospect (their own FB, Twitter, LinkedIn)
  34. 34. Applicability of many social outlets still unclear
  35. 35. Social publishing of b2b content
  36. 36. Apply sharing widgets to content
  37. 37. Identify “sharing advocates”
  38. 38. Data appending
  39. 39. CRM Record – linking to social profiles
  40. 40. Targeted advertising – LinkedIn, Facebook – Same model as PPC
  41. 41. Monitor customer service issues</li></li></ul><li>Now the Sanity Part!<br />How do we actually USE social media and make it pay off?<br />ROI<br />
  42. 42. The low down….what’s useful to you?<br />The UF rating system (yes, I made this up)<br />1-star = don’t tell your boss your doing it<br />2-stars = moderately useful – ROI is a pipedream but still work experimenting<br />3-stars = useful – ROI and lead tracking is probable over time<br />4-stars = don’t tell your boss your NOT doing this<br />
  43. 43. Practical application of b2b social media marketing<br />Social monitoring – what it does<br /><ul><li>Monitor what is being said about your company
  44. 44. Monitor re-tweets
  45. 45. Monitor blog posts</li></ul>Who does it?<br /><ul><li>Socialmention
  46. 46. Google
  47. 47. Radian6
  48. 48. TweetDeck</li></ul>How can I use it to help B2B Sales/Marketing?<br /><ul><li>Find people blogging about you – reach out and provide more content
  49. 49. Find out who’s tweeting about you – follow and push additional content
  50. 50. Measure the pervasiveness of your publishing effots</li></li></ul><li>Social Media Posting – Twitter/Facebook/LinkedIn<br />Who should do it?<br /><ul><li>Sales?
  51. 51. Marketing?
  52. 52. Individuals or corporate or both?</li></ul>What should you post and where?<br /><ul><li>Events (webinars/trade shows)
  53. 53. Press
  54. 54. Website updates</li></ul>How can I use it to help B2B Sales/Marketing?<br /><ul><li>Drive attendance to webinars with group-relevant posts in LinkedIn
  55. 55. Use tweets to create a relevant following within your industry – provide regular updates
  56. 56. Create a Facebook company page for customers
  57. 57. Create a LinkedIn group for prospects/customers to share ideas</li></ul>To<br />
  58. 58. Social Sharing Widgets<br />What are they?<br /><ul><li>Widgets (code) affixed to outbound or inbound content such as email campaigns, landing pages, web pages, blogs</li></ul>How are they used?<br /><ul><li>Allow marketing campaign recipients to share your content
  59. 59. Track and manage “advocates”
  60. 60. Trigger nurture campaigns to high-value advocates</li></ul>How can I use it to help B2B Sales/Marketing?<br /><ul><li>Extend the reach of your campaigns
  61. 61. Identify advocates of your content
  62. 62. Identify viable networks to promote other stuff</li></ul>No-brainer<br />Zero effort<br />Trackable metrics<br />
  63. 63. Social network advertising<br />What is it?<br /><ul><li>PPC-Style campaigns on networks such as LinkedIn and Facebook
  64. 64. Ads based on profile targeting
  65. 65. Metrics tracking-very similar to AdWords</li></ul>How can I use it to help B2B Sales/Marketing?<br /><ul><li>This is probably the exclusive domain of retail-based ad targeting
  66. 66. Limited to non-existent stats on who is seeing your ad based on profile metrics
  67. 67. Do you click on ads in FB? LI?</li></ul>Un-baked cookie dough – first bite tastes good but eating too much makes you sick<br />
  68. 68. Social network publishing<br />What is it?<br /><ul><li>Content publishing and tracking in social network sites and social b2b publishing sites
  69. 69. Pushing of PDF and html-based content to relevant sites</li></ul>What sites?<br /><ul><li>PR Sites – Stumbleupon, technorati, Digg….etc
  70. 70. Publishing sites – Focus, Customerthink (many more depending on your market)
  71. 71. LinkedIn, Twitter, FB </li></ul>How will it help sales and marketing<br /><ul><li>Corporate exposure on key sites
  72. 72. SEO
  73. 73. Thought leadership
  74. 74. Direct leads & trackable ROI with the right tools </li></li></ul><li>Social network publishing continued<br />What is it?<br /><ul><li>Re-purposing existing marketing collateral
  75. 75. Put ppt and white papers to new (free) use
  76. 76. Indexing in google and other search engines</li></li></ul><li>Social network publishing continued<br />Key points<br /><ul><li>Any content may be published
  77. 77. Trackable – using web forensics
  78. 78. Linked to future site visits
  79. 79. Back-traced when suspects convert to leads to opportunities
  80. 80. ROI-driven approach</li></li></ul><li>Social Publishing<br />A direct marketers version of social media<br /><ul><li> Data, Metrics, Response Rates, ROI…..if you don’t have it or can’t prove it….call the “branding department”
  81. 81. Make any content available for publishing in networks
  82. 82. Track in-bound traffic via network & referring domain
  83. 83. Match traffic to leads – track through to CRM/Opportunity</li></ul>Create<br />Publish<br />Track & convert<br />
  84. 84. Blogging<br />What is it?<br /><ul><li>Separate page or site (blogger/word press) that is updated more frequently than your website with casual content </li></ul>How to use it?<br /><ul><li>Brief articles, 1000-3000 word blurbs
  85. 85. Establish individual or corporate thought leadership
  86. 86. Embedded inbound links
  87. 87. Hub for other social publishing sites (FB, Twitter, LinkedIn)</li></ul>Benefits?<br /><ul><li>SEO
  88. 88. Direct leads
  89. 89. Hub for other social publishing
  90. 90. Guest blogging on other industry sites
  91. 91. Blog pickups – your blog promoted in other blogs
  92. 92. Create loyal following</li></li></ul><li>Extending social media reach<br />Microsoft Outlook Integration<br /><ul><li> Append/link to social networks via MS Outlook
  93. 93. Native integration to Dynamics
  94. 94. Connectors such as SalesFUSION – link web activity and social posting to Outlook</li></li></ul><li>Establishing ROI for Social Media<br />What is needed?<br /><ul><li>Web analytics and web visitor tracking
  95. 95. Ability to track referring domains to web visits to leads/contacts in CRM
  96. 96. Back-tracing of leads once they self-identify</li></ul>Measures to consider<br /><ul><li>Monthly web visits – establish pre-social baseline
  97. 97. Visits by network/domain
  98. 98. Self-identified leads with originating referring domain – trackable to CRM
  99. 99. Social advocate tracking
  100. 100. Leads by network – for discrete campaigns (webinars in LinkedIn)</li></ul>Considerations<br /><ul><li>You have to tie the original posting to inbound traffic – which is then tied to a self-identified lead in cases where no form is required
  101. 101. What social assets should be tied to a lead capture form? </li></li></ul><li>Building a model for consistent publishing/posting<br />What and Where<br /><ul><li>Establish a baseline of sites where you will publish content
  102. 102. Establish daily/weekly/monthly update schedule
  103. 103. Frequency determined by your selected sites and amount of content
  104. 104. Assign internal publishers (marketing, sales, technology, support, executive)</li></ul>Assigning publisher roles<br /><ul><li>Marketing – control and manage corporate-level posting (blog/twitter/FB…etc)
  105. 105. Sales – option to post in twitter/LinkedIn ….Facebook?????
  106. 106. Support – post in customer oriented groups
  107. 107. Executive – Blog, Social publishing sites (Customer Think…etc)
  108. 108. Content management and distribution – Marketing should control</li></ul>Considerations<br /><ul><li>Sales posting – determine personal versus business sites
  109. 109. Policy establishment – HR/Legal
  110. 110. Branding – control the message
  111. 111. Training – develop a training program for all involved that reinforces policy</li></li></ul><li>Visitor Tracking ties everything together<br /><ul><li>Beginning of social CRM
  112. 112. Information gathered may be used for Trigger/Nurture campaigns</li></li></ul><li>Social CRM – you thought you were confused before<br /><ul><li> What data goes in?
  113. 113. Is the data relevant
  114. 114. Sales and Service data delineation
  115. 115. Data appending versus social activity
  116. 116. Is there a plan for using the information
  117. 117. Will the effort pay off?
  118. 118. Should this be a priority?</li></li></ul><li>Practical application of social media CRM integration<br />iFrames for linking external data to lead/contact/account entities<br /><ul><li> Social marketing – Who is accessing our site, assets, blogs….and from where
  119. 119. Social publishing – push marketing – assets sharing
  120. 120. Social data appending – networking scraping/listening – profile capture, import
  121. 121. Reputation monitoring </li></li></ul><li>Social media sanity tour…continued<br />Social CRM <br />Practical application and implications for use<br />Thursday, December 2 @ 2EST<br />
  122. 122. Questions?<br />See a demonstration of IttyBitty<br /><br />Learn more about us online<br />