B2B Social Media Marketing: Humanizing Your Company

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Social media has become the fastest way to humanize your brand. Once "faceless" corporations are embracing transparency and authenticity and engaging with their customers. By by-passing the call center, by responding as real people and by adding a touch of humour, companies are increasing customer loyalty. In this presentation Christine Perkett shows how brands are shifting from staunch, corporate entities to humanized, "socialized" powerhouses

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B2B Social Media Marketing: Humanizing Your Company

  1. 1. Humanizing Your Brand October 12, 2011
  2. 2. What Makes a Brand “Human”
  3. 3. “Things don’t have to change the world to be important.”- Steve Jobs
  4. 4. Source: Wikipedia
  5. 5. “Business customers are peopletoo, and they love to connect insocial channels”Josh Bernoff, author and analyst
  6. 6. Where B2B marketers plan to spend in 2012•  20% social media;•  19% online ads;•  18% mobile marketing;•  17% search engine marketingANA (Association of National Advertisers)
  7. 7. Marketers Biggest Headaches v Data Explosion v Social Media v Proliferation of Channels and Devices v Shifting Consumer DemographicsIBM CMO Study 2011
  8. 8. All too often, B2B marketingefforts are restrained by a deadlyseriousness that simply ignoresthe humanity of the target.Fast Company
  9. 9. Source: Wikipedia
  10. 10. Source: Wikipedia
  11. 11. Source: Wikipedia
  12. 12. Source: Wikipedia
  13. 13. Source: Wikipedia
  14. 14. “…increased productivity in the call center by 10 percent and quality of guest carecontinues to rise”
  15. 15. •  Sense of humor•  Stick with the shtick•  Resourceful•  Open/transparent•  Consistent
  16. 16. “Delivering customer value is paramount — and an organization’s behavior is asimportant as the products and services it provides” IBM CMO Study•  Always say “Please” and “Thank You”•  Personal … & professional•  Talking with not at•  Resourceful
  17. 17. •  Innovative•  Understanding the audience•  Patience•  Sense of humor•  Taking risks•  Track and measure
  18. 18. •  2.7 times increase in website traffic•  3.2 times increase in conversion•  5.3 times increase in blog traffic•  6.0 times increase in registration of community members•  Numerous awards, coverage, recognition
  19. 19. Humans Solve Problemsv Data – resourceful, helpful, pointed (vs just entertaining)v Social Media – building awareness, relationships (vs making deals, specials)v Proliferation of Channels and Devices - (integrated pull/push/pull marketing campaigns, reusable content)
  20. 20. Thank you! Christine Perkett cperkett@perkettpr.com P: 781.834.5852 @PerkettPR and @missusPhttp://www.linkedin.com/in/christineperkett http://www.facebook.com/PerkettPR

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