B2B social media:a question of trust<br />DECISION-MAKER RESEARCH FOCUS<br />
About the research<br /><ul><li>Conducted in the UK, in April 2011
100 senior managers and directors across public and private sectors, segmented by:
Role (Line of business Vs IT)
Organisation size (1000-5000, 5000-10000, 10000-20000 employees)
Age (18-25, 26-40, 41-55,56+)
This presentation focuses on the issue of trust and social media, the overall research headlines are available here: http:...
Or for a run-through of the full findings (over 20 different question areas) and analysis, please contact Paul Everett, pe...
Summary<br /><ul><li>Social media represents a great opportunity for B2B marketers – and most buyers think it’s an importa...
Quality, not quantity of output is important. Social media or not, time-poor buyers aren’t impressed by ill-considered, mi...
Trust is a very valuable commodity – the most likely reason why a buyer will be put off using a supplier.
When it comes to buying, potential customers listen to what your clients say online. Where practicable, harness the positi...
How important is it for suppliers to have a social media presence?<br />
2. Over a fifth of buyers have been disappointed or put off a supplier by information found in social media <br />
Have you ever been disappointed or put off an existing or potential supplier by information found in a social media enviro...
And this was mostly down to an erosion of trust...<br /><ul><li>“Information found was quite misleading”
Upcoming SlideShare
Loading in …5
×

B2B Social Media Research: A Question Of Trust

2,107 views

Published on

Why have 1 in 5 buyers been put off a supplier by information found through social media? This presentation gives a special focus on the critical issue of trust that came up in our decision-maker research on social media.

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
2,107
On SlideShare
0
From Embeds
0
Number of Embeds
938
Actions
Shares
0
Downloads
9
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Respondents answered using a scale of 1 to 5, where 1 is not at all important and 5 is very important.
  • Respondents answered using a scale of 1 to 5, where 1 is not at all important and 5 is very important.
  • Respondents answered using a scale of 1 to 5, where 1 is not at all and 5 is very strongly.
  • B2B Social Media Research: A Question Of Trust

    1. 1. B2B social media:a question of trust<br />DECISION-MAKER RESEARCH FOCUS<br />
    2. 2. About the research<br /><ul><li>Conducted in the UK, in April 2011
    3. 3. 100 senior managers and directors across public and private sectors, segmented by:
    4. 4. Role (Line of business Vs IT)
    5. 5. Organisation size (1000-5000, 5000-10000, 10000-20000 employees)
    6. 6. Age (18-25, 26-40, 41-55,56+)
    7. 7. This presentation focuses on the issue of trust and social media, the overall research headlines are available here: http://www.slideshare.net/paulreverett/b2b-social-media-research-into-its-role-in-the-ict-buying-process
    8. 8. Or for a run-through of the full findings (over 20 different question areas) and analysis, please contact Paul Everett, peverett@themarketingpractice.com</li></li></ul><li>5 headlines: Social media and the issue of trust<br />Just over half of senior decision-makers think it is important for vendors to have a social media presence.<br />But over a fifth of them have been disappointed by or put off a supplier thanks to information found in social media.<br />43% say that customer recommendations and ratings found on social media play an important role in their decision–making process<br />Nearly a third of decision-makers trust social media content produced by suppliers, but around a quarter don’t. <br />34% of non-IT decision-makers say that an uninvited approach through social media would put them off.<br />
    9. 9. Summary<br /><ul><li>Social media represents a great opportunity for B2B marketers – and most buyers think it’s an important area for vendors to get involved. But like many other marketing channels, the wrong approach can do as much harm as good.
    10. 10. Quality, not quantity of output is important. Social media or not, time-poor buyers aren’t impressed by ill-considered, misleading communications. Plan and prioritise to ensure that social media output is coherent and fits with a wider engagement strategy.
    11. 11. Trust is a very valuable commodity – the most likely reason why a buyer will be put off using a supplier.
    12. 12. When it comes to buying, potential customers listen to what your clients say online. Where practicable, harness the positive and have a strategy to respond to the negative.</li></li></ul><li>1. Half of all buyers agree it is important for suppliers to have a social media presence.(but don’t forget the half that still don’t.)<br />
    13. 13. How important is it for suppliers to have a social media presence?<br />
    14. 14. 2. Over a fifth of buyers have been disappointed or put off a supplier by information found in social media <br />
    15. 15. Have you ever been disappointed or put off an existing or potential supplier by information found in a social media environment? <br />
    16. 16. And this was mostly down to an erosion of trust...<br /><ul><li>“Information found was quite misleading”
    17. 17. “There was no technical team to support my questions, waste of time”
    18. 18. “The information provided was incorrect and misleading”
    19. 19. “I found fake product information”
    20. 20. “While purchasing software, found misleading information and wasn't convinced about buying from the same supplier”
    21. 21. “Comments regarding a printer company to not buy the products by a user”
    22. 22. “No authorisation and the remarks I found were misleading”</li></li></ul><li>3. 43% of buyers say customer comments on social media play an important role in their decision-making process<br />
    23. 23. How important are other customer recommendations and ratings found on social media to your decision-making process?<br />
    24. 24. 4. Nearly a third of decision-makers trust supplier content on social media, but around a quarter don’t. <br />
    25. 25. How strongly do you trust social media that is connected to suppliers?<br />
    26. 26. 5. One in five it buyers would be put off by an uninvited social media approach. Outside the it function, this rises to over a third.<br />
    27. 27. Would potential or current suppliers be disadvantaged if they tried to approach you, without invitation, via social media of any sort? <br />
    28. 28. For a run-through of the full findings (over 20 different question areas and variations by size of organisation/age/job function), and our resulting 90-day social media action plan, please contact:<br />Paul Everett<br />Director of Marketing Strategy<br />peverett@themarketingpractice.com<br />

    ×