Social Mediafor B2 B Marketing

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LCM section of the recent Portsmouth Business School seminar on uses of social media for B2B marketing

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  • A THREE PART APPROACH TO GIVE YOU REAL VALUE THIS EVENING. I WILL COVER THE VALUE OF SOCIAL MEDIA, HOW IT FITS IN YOUR COMMUNICATIONS AND MANAGING YOUR BRAND. FOLLOWING THIS, SAM HILL, E-MARKETING EXECUTIVE FROM ADVANCED RESOURCE MANAGERS WILL PROVIDE MORE DETAIL ON EXACTLY HOW A STRATEGY CAN BE TRANSLATED INTO PRACTIVE. TOM CHAPMAN, PRINCIPAL LECTURER IN EMARKETING AT PORTSMOUTH UNIVERSITY WILL BE COVERING THE LATEST RESEARCH FINDINGS WHICH SUGGEST GOOD PRACTICE WITHIN THE SOCIAL MEDIA SPHERE. WE’RE HOPING THROUGHOUT THE COURSE OF THE SEMINAR TO TAKE YOU FROM THE THEORY TO THE PRACTICE. WE’LL BE TAKING QUESTIONS AT THE END, SO PLEASE KEEP ALL QUESTIONS UNTIL AFTER THE PRESENTATIONS HAVE FINISHED, SO THAT YOU CAN GET THE VIEW OF ALL THREE SPEAKERS.
  • It’s the ‘latest thing’? It’s just another thing It’s not instead of what we are doing, it’s as well as... It’s ‘another megaphone’
  • Permission marketing Web 2.0 is all about conversation THIS DIAGRAM SHOWS THAT SOCIAL MEDIA ALLOWS YOU TO REACH PEOPLE WHO MAY NOT HAVE OTHERWISE FOUND YOU
  • THESE OBJECTIVES NEED TO FIT WITH YOUR OVERALL BUSINESS OBJECTIVES E.G. HAMPSHIRE CHAMBER – AN AIM TO HAVE THE STAFF OF MEMBERS TO USE THE SERVICES, NOT JUST THE RELATIONSHIP OWNER / CEO
  • THE CHANNELS YOU USE DEPEND ON WHAT YOU WANT TO ACHIEVE, AND WHERE YOUR STAKEHOLDERS ARE. IF YOUR STAKEHOLDERS ARE USING A CHANNEL, YOU NEED TO BE USING IT TOO.
  • THIS IS A BRIEF DIAGRAM TO CLARIFY THE OBJECTIVES OF THE COMMUNICATIONS PROCESS WITHOUT SOCIAL MEDIA. THIS EXAMPLE IS TAKEN FROM A PLAN DRAWN UP FOR THOMAS EGGAR, BUT COULD APPLY TO A LOT OF PROFESSIONAL SERVICES ORGANISATIONS IN THAT THEIR OVERALL OBJECTIVE IS TO GENERATE APPOINTMENTS FOR NEW SALES. THERE ARE SECONDARY OBJECTIVES TO GENERATE ENQUIRIES AND ATTENDANCE AT EVENTS, AND THE DIAGRAM SHOWS HOW THE CURRENT WEBSITE, AND OFFLINE MARKETING AND PR FEED IN TO DELIVER ON THESE OBJECTIVES
  • ONCE YOU’VE MAPPED EVERYTHING OUT, THERE WILL BE A NATURAL FIT FOR SOCIAL MEDIA. THIS DIAGRAM SHOWS HOW MANY MORE CHANNELS TO MARKET ARE GENERATED, AND HOW SOCIAL MEDUA DOESN’T REPLACE TRADITIONAL CHANNELS, IT SUPPORTS AND AMPLIFIES THEM.
  • ONE OF THE BIGGEST CONCERNS IS REPUTATION AND LOSING CONTROL – AND IT’S A VALID CONCERN, BUT UNLESS YOU’RE PRESENT, YOU CAN’T HAVE ANY MEASURE OF CONTROL AT ALL – THIS DIALOGUE IS HAPPENING WITH OR WITHOUT YOU
  • THE TYPE OF PEOPLE TO CHOOSE ARE THE TYPE OF PEOPLE WHO ARE ALREADY ENGAGED IN SUPPORTING THE COMMUNICATIONS PROCESS THROUGH TRADITIONAL PR AND PRESS COMMENT, REPRESENTING THE COMPANY AT EVENTS ETC. PEOPLE WHO YOU KNOW ARE INTELLECTUALLY CAPABLE OF KNOWING WHAT IS / ISN’T THE SORT OF BEHAVIOUR YOUR BRAND STANDS FOR PEOPLE WHO HAVE THE AUTHORITY / PERSONALITY TO MODERATE / INFLUENCE OTHERS IN YOUR TEAM PEOPLE WHO HAVE THE TIME AND WANT TO DO IT.
  • E.G. TONE OF VOIVR – VERY DRY ONE DAY, AND THEN VERY FLUFFY THE NEXT. PICK A SOCIAL MEDIA PERSONALITY THAT FITS YOUR ORGANISATION, AND STICK TO IT
  • THIS IS OFTEN THE BIGGEST CHALLENGE FOR PEOPLE STARTING OUT IN SOCIAL MEDIA AND THERE ISSUES TO CONSIDER AROUND: WHO WILL DELIVER CONTENT? WHO HAS THE EXPERTISE? IS THAT THE SAME PERSON WHO HAS A SKILL IN WRITING? WHO HAS THE TIME?
  • WE’RE NOT SUGGESTING ANYONE HERE IS AS BAD AS SWISS TONI, BUT WITHIN THE SOCIAL MEDIA SPHERE, SALES PITCHES COME ACROSS LIKE THAT. HOWEVER THERE ARE SOME RULES YOU CAN FOLLOW WHICH ALLOW YOU TO AVOID THE OVERT SELL AND STILL MAXIMISE THE POTENTIAL OF SOCIAL MEDIA AS A BUSINESS DEVELOPMENT TOOL. (Next Slide)
  • FREE TOOLS ALLOW YOU TO MANAGE MULTIPLE ACCOUNTS, INCLUDING MONITORING AND MEASUREMENT.
  • THIS IS AN EXAMPLE OF ONE OF THOSE TOOLS – HOOUTSUITE ALLOWS YOU TO MANAGE MULTIPLE ACCOUNTS ACROSS MULTIPLE PLATFORMS AND YOU CAN ALSO SCHEDULE MESSAGES IN ADVANCE, MONITOR MENTIONS OF YOUR COMPANY AND TRACK THE CTR OF YOUR MESSAGES.
  • WE TWEET AS AN ORGANISATION AND AS INDIVIDUALS WE USE LINKED IN FOR MARKET RESEARCH AND BUSINESS DEVELOPMENT 75% OF ATTENDEES AT A RECENT SEMINAR CAME VIA LINKED IN A TWEET ABOUT A RECENTLY COMPLETED PROJECT (ALTITUDE PARTNERS WEBSITE) SENT THROUGH @LCM_UK TWITTER, APPEARED ON THE LCM WEBSITE, WAS RETWEETED BY THE TEAM TO THEIR CONTACTS, AND RETWEETED BY THE CLIENT. THIS EXPOSURE RESULTED IN ENQUIRIES FOR SIMILAR WORK.
  • 400-ish WORD POSTS WRITTEN BY THE TEAM ON KEY MARKETING ISSUES. AVERAGE NUMBER OF HITS PER BLOG POST 137. WE’VE RECENTLY INCREASED OUR COMMITMENT FROM 1 TO 2 BLOG POSTS A WEEK TO INCREASE TRAFFIC TO THE BLOG AND OUR OWN WEBSITE AND GENERATE MORE NEW BUSINESS OPPORTUNITIES. WE’VE MANAGED TO INCREASE THE VOLUME OF CONTENT BY EXPANDING THE TEAM OF BLOGGERS.
  • MEASURE, SEE WHAT WORKS AND DO MORE OF IT. SOCIAL MEDIA IS CONSTANTLY EVOLVING AND YOU WILL NEED TO BE RESPONSIVE AND KEEP EVOLVING YOUR STRATEGY AND THE EXECUTION OF IT.+-
  • THE BEST WAY TO LEARN IS TO DO IT – GO FOR IT!!
  • THIS IS THE THING WE’RE ASKED ABOUT MOST. REMEMBER, SOCIAL MEDUA IS THERE WHETHER YOU ARE OR NOT, AND NEGATIVE COMMENTS COULD HAPPEN WHETHER OR NOT YOU RESPOND TO THEM. BEING PRESENT GIVES YOU A CHANCE TO LIMIT THE DAMAGE. NEWNET EXAMPLE: LCM MANAGES TWITTER FOR NEWNET AND TRACKS MENTIONS OF THE COMPANY. SAW A NEGATIVE COMMENT ABOUT NEWNET THAT THE PHONE WASN’T BEING ANSWERED. PASSED THIS ON TO THE SALES TEAM WHO CONTACTED THE PERSON, AND THE NEXT MESSAGE WAS TO PRAISE NEWNET FOR A GREAT RESPONSE AND GOOD CUSTOMER SERVICE.
  • SPEAKING NEXT IS SAM HILL, E-MARKETING EXECUTIVE FROM ADVANCED RESOURCE MANAGERS. SAM IS A RECENT BUSINESS STUDIES GRADUATE FROM PORTSMOUTH UNIVERSITY, AND WHILST A STUDENT HE SUCCESSFULLY MANAGED A STUDENT DANCE MUSIC EVENTS BRAND BY USING SOCIAL MEDIA AS AN INTEGRAL PART OF THE COMMUNICATIONS PROCESS. SAM HAS RECENTLY STARTED AT ADVANCED RESOURCE MANAGERS AFTER THEIR DECISION TO FULLY EMBRACE SOCIAL MEDIA AS A CHANNEL, AND IS CURRENTLY IN THE PROCESS OF EXECUTING A COMPREHENSIVE SOCIAL MEDIA STRATEGY FOR THE COMPANY. HE’LL BE TALKING ABOUT HOW YOU CAN TRANSLATE THE STRATEGY AND ADVICE WE’VE GIVEN INTO ACTION.
  • Social Mediafor B2 B Marketing

    1. 1. 22 September 2010 Maximising the use of social media in B2B marketing Passionate. Professional. Visionary.
    2. 2. Agenda <ul><li>The value of social media as a channel </li></ul><ul><li>How to integrate social media into your communications strategy </li></ul><ul><li>Managing and maintaining your brand across social media </li></ul><ul><li>Executing a social media strategy </li></ul><ul><li>Research findings on good practice </li></ul><ul><li>Q & A session </li></ul>
    3. 3. Who are LCM? <ul><li>Founded in 1989 </li></ul><ul><li>Investors in People accredited </li></ul><ul><li>Well-respected in the region and in their sectors </li></ul><ul><li>IT/Technology/Manufacturing </li></ul><ul><li>Public/Third sectors & not-for-profit </li></ul><ul><li>Professional services (accountancy & legal) </li></ul><ul><li>Southern based fast-growth companies </li></ul><ul><li>Strategic marketing partner with professional processes and genius creativity </li></ul><ul><li>Marketing implementation across branding, PR, Web and digital, marketing materials, advertising etc. </li></ul>
    4. 4. Clients we work with
    5. 5. Who’s doing it?
    6. 6. Where does social media fit Product A Resellers Direct Marketing Segment 1 Reputation PRODUCTS , BRANDS, VALUE PROPOSITION INTERNAL PARTNERS & CHANNEL CUSTOMERS & SEGMENTS USAGE, LOYALTY, REFERRALS & CASE STUDY COMMUNICATIONS Product B Product C Product D Alliances Distributors Segment 2 Segment 3 Segment 4 Web PR & Social media Networks & Communities Pricing
    7. 7. It’s just another megaphone
    8. 8. Maximising the potential of social media Websites and email Social media The value of social media as a channel
    9. 9. What your social media strategy must do <ul><li>Foster and build on r elationships </li></ul><ul><li>Enhance r eputation </li></ul><ul><li>Increase r evenue </li></ul><ul><li>Carry out relevant r esearch </li></ul><ul><li>So, what can be done to ensure that you make an impact on 1 or more of the 4 Rs? </li></ul>
    10. 10. Your social media to do list <ul><li>List objectives </li></ul><ul><li>Allocate responsibility </li></ul><ul><li>Clarify targets and where they are </li></ul><ul><li>Develop content </li></ul><ul><li>Integrate with your other marketing activity </li></ul><ul><li>Launch </li></ul><ul><li>Measure results </li></ul><ul><li>Refine activity based on results </li></ul>
    11. 11. Social media objectives – examples <ul><li>Gather knowledge </li></ul><ul><li>Disseminate knowledge/information </li></ul><ul><li>Drive traffic to your site </li></ul><ul><li>Generate new business </li></ul><ul><li>Support sales conversion </li></ul><ul><li>Get customer involvement/service/ideas </li></ul><ul><li>Find staff/create valuable partnerships </li></ul><ul><li>Whatever your objectives don’t forget to measure and refine them </li></ul>
    12. 12. Where are your prospects/clients?
    13. 13. CURRENT PROCESS WEBSITE ENQUIRIES ATTENDANCE AT EVENTS APPOINTMENTS Email Bulletins Offline Marketing, PR & Advertising Thomas Eggar Social Media Strategy: Stage One: Establish the current communications process
    14. 14. TE WEBSITE Technology Page ENQUIRIES ATTENDANCE AT EVENTS APPOINTMENTS TWITTER LINKED IN Polls Discussion Events Email Bulletins Offline Marketing, PR & Advertising SEO Thomas Eggar Social Media Strategy: Stage One: Integrate social media tools Thomas Eggar Social Media Strategy: Stage Two: Integrate social media tools
    15. 15. Managing & maintaining your brand
    16. 16. Identify brand champions
    17. 17. Not anyone who could let you down Be careful who you choose
    18. 18. Be consistent
    19. 19. <ul><li>Develop content that your audience wants to receive and integrate it with your existing marketing activity. </li></ul><ul><li>Leave them craving more </li></ul>Content
    20. 20. Avoid overt selling
    21. 21. Leave them craving more <ul><li>Clarity beats persuasion </li></ul><ul><li>Match your prospects’ perspectives </li></ul><ul><li>Answer questions that match their priorities </li></ul><ul><li>Show, don’t tell </li></ul><ul><ul><li>Education </li></ul></ul><ul><ul><li>Expertise </li></ul></ul><ul><ul><li>Evidence </li></ul></ul><ul><li>Cut buzzwords and jargon </li></ul><ul><li>Design content to be scanned for value and easily read online </li></ul><ul><li>Don’t forget a call to action </li></ul>
    22. 22. Examples of content and planning <ul><li>Personal insights into industry trends and topics – blogs </li></ul><ul><li>Press releases </li></ul><ul><li>Events schedule </li></ul><ul><li>Teaser information </li></ul><ul><li>Corporate Social Responsibility </li></ul><ul><li>Mentions in the press – links to third party sites </li></ul><ul><li>Presentation content </li></ul><ul><li>Videos, webinars and podcasts </li></ul><ul><li>Customer feedback </li></ul><ul><li>Run surveys, discussions and polls </li></ul>
    23. 23. Get educated <ul><li>CASE STUDY: Hampshire Chamber of Commerce </li></ul><ul><li>Interactive training sessions to incorporate strategy and execution </li></ul><ul><li>Establishment of social media policy and internal social media experts </li></ul><ul><li>Linked In discussions generating content for press coverage </li></ul><ul><li>Social media communications are generating membership enquiries </li></ul>
    24. 24. Get it going <ul><li>LCM manage social media accounts for multiple clients </li></ul>
    25. 25. Get it going Managing multiple accounts
    26. 26. Get it going <ul><li>LCM manage social media accounts for multiple clients </li></ul><ul><li>We use a range of social media for our own marketing </li></ul>
    27. 27. Average number of hits per post: 137
    28. 28. Get it going <ul><li>LCM manage social media accounts for multiple clients </li></ul><ul><li>We use a range of social media for our own marketing </li></ul><ul><li>The secret to success in social media is constant refinement </li></ul>
    29. 29. Get involved <ul><li>Make connections, start following and liking </li></ul><ul><li>Organise events </li></ul><ul><li>Join discussion groups </li></ul><ul><li>Update regularly </li></ul><ul><li>Be on brand </li></ul>
    30. 30. <ul><li>Treat comments as you would from a right-minded professional person </li></ul><ul><li>Don’t take it personally </li></ul><ul><li>Chat your response through with a colleague </li></ul><ul><li>Be ‘on brand’ </li></ul><ul><li>Bear in mind that people can’t hear your tone of voice </li></ul><ul><li>Say ‘thank you’ </li></ul><ul><li>Try and take it off-line as soon as possible </li></ul><ul><li>Answer where appropriate and where possible with facts and evidence </li></ul><ul><li>Keep tabs on your discussion forum so that you can answer straight away </li></ul><ul><li>Track mentions of your name/company name </li></ul>Handling negative comments
    31. 31. In Summary: Commercial benefits <ul><li>Build trust </li></ul><ul><li>Attract enquiries </li></ul><ul><li>Employ the right people </li></ul><ul><li>Inform & guide people’s behaviour </li></ul><ul><li>Create something desirable (e.g. for business sale) </li></ul><ul><li>Attract media interest </li></ul><ul><li>Positions you and your organisation as thought leaders </li></ul><ul><li>Measurable medium </li></ul>
    32. 32. Marketing Peek blog.lcm.co.uk Thank you & stay in touch Passionate. Professional. Visionary. LCM_UK www.lcm.co.uk 01329 825849 [email_address]

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