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Social Media for B2B


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A presentation by The Chief Rabbit at Social Rabbit on the benefits of social media for b2b organisations with examples of those doing it well, and the results they achieved. The presentation looks at Facebook, Twitter, YouTube, Blogging and LinkedIn.

Published in: Business
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Social Media for B2B

  1. 1. Social Media Explained
  2. 2. Agenda <ul><li>What is social media? </li></ul><ul><li>Getting results with Facebook </li></ul><ul><li>Getting results with Twitter </li></ul><ul><li>Getting results with Blogging </li></ul><ul><li>Getting results with YouTube </li></ul><ul><li>Getting results with LinkedIn </li></ul><ul><li>What to measure….. </li></ul>
  3. 3. What is Social Media?
  4. 4. What is Social Media?
  5. 5. What is Social Media?
  6. 6. Today’s most significant challenges for B2B marketers to overcome
  7. 8. But my Industry doesn’t use Social Media for Information….. WRONG!
  8. 9. Which Social Media are People using for Info?
  9. 10. What are Companies Using?
  10. 11. ®
  11. 12. <ul><li>Benefits </li></ul><ul><li>To communicate with customers </li></ul><ul><li>Position yourself/business as an expert </li></ul><ul><li>Grow a community </li></ul><ul><li>Brand Awareness </li></ul><ul><li>Engage with your audience </li></ul><ul><li>Listen to your audience </li></ul><ul><li>Drive people to your website </li></ul><ul><li>Page appears in online searches </li></ul><ul><li>Promote events </li></ul><ul><li>Send messages directly to people who like your page </li></ul><ul><li>Demographic stats on people who like your page </li></ul>Why have a Facebook Page? <ul><li>400 million+ people using it (8m Australia) </li></ul><ul><li>200 million on it daily </li></ul><ul><li>People spend on average 55 minutes a day on Facebook </li></ul>
  12. 13. Types of Facebook Accounts Page Group Profile Can be used for business or personal Can be used for business or personal ONLY personal use! As many people as want to can “like” your page As many people as want to can join your group Limited to 5000 friends Posts by the page admin appear in people’s newsfeeds & their friends can see them if they comment Posts by the group admin only appear in members newsfeeds, but NOT in friends of members feeds unless they are members Posts by profile owner appear in friends newsfeeds People can just “like” the page no need for approval Can be set for automatic joining, or approval Have to approve each friend Updates can be sent to all members Limited to sending messages to 5000 members Can send messages to all friends Can be customised with app’s CANNOT be customised Can be customised with app’s Always public Can be public or private Can be public or private Found by search engines NOT found by search engines Found by search engines (but can be locked down) Updates come from the Page, not the admins Updates come from individual admins Updates come from profile owner No one knows who the admins are (unless they say) Admins are all listed - Usernames available Usernames NOT available Usernames available Insights about visitors available NO insights No insights
  13. 14. Page updates appear in news feeds of people who like your page
  14. 15. Through Cisco’s use of social media they decreased training costs by 67-90% source: Cisco on Facebook
  15. 16. Open Text on Facebook – sharing with customers
  16. 17. Build A Community
  17. 18. Stats on Fans
  18. 19. ®
  19. 20. Twitter <ul><li>Benefits…. </li></ul><ul><li>Drive people to your website/blog </li></ul><ul><li>Communicate with customers </li></ul><ul><li>Position yourself/business as thought leader in an area </li></ul><ul><li>Rapidly respond to customer queries/needs/complaints </li></ul><ul><li>Poll and get feedback </li></ul><ul><li>Engage with your audience </li></ul><ul><li>Grow a Community </li></ul><ul><li>Market research </li></ul><ul><li>Appears in online searches </li></ul><ul><li>Networking </li></ul><ul><li>105 million registered users (April 2010) </li></ul><ul><li>50 Million Tweets sent A DAY! </li></ul>
  20. 21. Cisco on Twitter
  21. 22. Use Twitter For Research
  22. 23. 25% [of customers we help via Twitter] come back and say 'thank you' afterwards says AT&T's Customer Service Social Media Director, Molly DeMaagd source: Customer Care
  23. 25. Why Bother with a Blog?
  24. 26. <ul><li>The contest was promoted on the blog & other social channels. </li></ul><ul><li>Results: </li></ul><ul><li>Creating buzz </li></ul><ul><li>Increased traffic to its website </li></ul><ul><li>They directly attributed new business due to the contest </li></ul><ul><li>Source: Nathan Dube, Expert Laser Services </li></ul>Expert Laser Services Blog Campaign
  25. 27. Blogging really engages the team internally as well as customer Blogging at Indium Indium got a 83% increase in online lead generation through blogging!!!
  26. 29. About YouTube <ul><li>24 hours of video are uploaded EVERY MINUTE </li></ul><ul><li>Over 2 Billion views of the YouTube site per day </li></ul><ul><li>Average person spends 15 minutes a day on YouTube </li></ul><ul><li>70% of YouTube’s visitors are from OUTSIDE the USA </li></ul><ul><li>Source: May 2010 </li></ul>
  27. 30. Story Trumps Messaging This video was posted on YouTube for easy embedding on IBM blogs
  28. 31. IBM YouTube Results Blog traffic increased 25 times The campaign received mainstream press coverage It showed that story trumps messaging and targeting. Social media is the perfect medium if you have engaging stories to tell about your business. &quot;You gotta see this video….IBM is re-positioning the mainframe as a back-to-the-future alternative. The tone of Hoey's spoof training video is in keeping with the kinder, humbler image IBM now seeks to project.” Media articles in…
  29. 33. What is LinkedIn? <ul><li>Benefits </li></ul><ul><li>Profile appears in online searches </li></ul><ul><li>Communication with other people in your field </li></ul><ul><li>Promote yourself/business as an expert </li></ul><ul><li>Research into companies, jobs, ideas </li></ul><ul><li>Networking </li></ul><ul><li>Events listing </li></ul><ul><li>Answer questions to be seen as an expert </li></ul><ul><li>Generate leads </li></ul><ul><li>Ask questions of your peers </li></ul><ul><li>Professional networking site </li></ul><ul><li>66 million users globally (1.2m Australia) </li></ul><ul><li>Average age of users 37 years old </li></ul><ul><li>Average income $105k </li></ul>
  30. 34. Company Profile
  31. 35. Research Resource
  32. 36. Networking Groups
  33. 38. Social Media Success Metrics
  34. 39. Ability to See Impact of Social Media Initiatives on Success Metrics
  35. 40. Questions? E: