B2B Social Media Marketing - Really! (2013 edition)

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Conventional wisdom says that social media isn't appropriate for B2B marketing. Conventional wisdom is wrong.

B2B companies were actually some of the first to adopt social media tools broadly and to discover the benefits of rich, ongoing customer conversations. B2B social media doesn't have the glamour and sex-appeal of big consumer campaigns like the Old Spice man, but Web 2.0 technologies are already firmly entrenched in firms ranging from commodities exchanges to high-tech vendors to sellers of construction supplies.

Success with B2B social media marketing requires understanding what motivates your customers and personalizing the experience. Companies that simply use social media as another way to push a message are missing the point.

This session covers:
--What the innovators are doing and how the unique characteristics of B2B interactions demand a unique approach to social marketing
--Which social tools have shown the greatest payoff for B2B companies (they're different from the ones that work for B2C firms)
--How social media fits into a broader content marketing strategy

This presentation was delivered at the Godfrey FWD:B2B conference in Lancaster, Pa. 11/7/13.

Published in: Marketing, Technology, Business
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B2B Social Media Marketing - Really! (2013 edition)

  1. 1. B2B Social Media Marketing – Really! Paul Gillin Social Media Trainer, Profitecture Author: The New Influencers Secrets of Social Media Marketing Social Marketing to the Business Customer Attack of the Customers
  2. 2. The Media in Collapse Average age of US daily newspaper reader: 57 Reduction in US newsroom staffs since 2001: 45% US Magazine Circulation 2001 Woman’s Day 2009 Change Age of average network evening news viewer: 63 410,000 -74% Redbook Growth in NBC prime time audience, 2008: -14.3% 1.61M 556,300 154,600 -72% Playboy 522,800 203,200 -71% Country Living 380,200 134,900 -64% 1.65M 591,300 -64% Reader’s Digest 750,000 270,000 -64% ESPN Magazine 54,350 25,200 -63% Natl Enquirer
  3. 3. New Media Facts          59,000 – Google searches per second 108 – Hours of video uploaded to YouTube every minute 500 - Hours of YouTube video watched on Facebook every day 2.5 billion – Daily Facebook shares 400 million – Tweets per day 40 - % of smart phone users who have comparison shopped in-store 3 million – New blogs each month 20 – % of Facebook users over age 55 18 – % of Facebook users under age 24 Source: University of Mass. Center for Marketing Research study of large businesses, 2012
  4. 4. Traditional Media
  5. 5. The New Media Landscape
  6. 6. Why Does Search Matter? Number of searches Americans conduct each month: 15.4 billion Avg. number of words in a Google search: 3.2 Percentage of Google searches that have never been done before: 20 Percentage of B2B buyers who turn first to a search engine to locate information: 79 Chart source: AJ Kohn, BlindFiveYearOld.com
  7. 7. What One Guy Can Do Monthly traffic: 73,000 Inbound links: 850,771 Google Indexed pages: 6,490 Alexis ranking: Top .12% Del.icio.us bookmarks: 1,776 Newsletter subscribers: 150,000 Citations New York Times: 115 Computerworld: 146 InformationWeek: 89
  8. 8. Influence Inversion
  9. 9. The Sales Funnel… Suspects Qualified Prospects Hot Prospects New Clients Image Credit: Retail Sales Systems, LLC
  10. 10. …Has Been Flipped… Respond & Iterate Invite Engagement Listen Go Where the People Are Image Credit: Retail Sales Systems, LLC
  11. 11. …and Flattened Source: Monitor Group
  12. 12. Where You Gonna Stay? TripAdvisor had 108 million monthly unique visitors in the third quarter of 2013. It hosts more than 125 million reviews and operates in 30 countries. Yelp had an average of 117 million monthly unique visitors in the third quarter of 2013. It hosts over 47 million customer reviews
  13. 13. How B2B is Different • • • • • • Value-drive decision-making Group consensus “Bet the business” Long-term relationships Audience is knowledgeable, engaged, serious Intense need for information
  14. 14. The New Currency of B2B Commerce is… TRUST Stephen Russell, 3VR Bill Hill Microsoft Clickable’s Gurus
  15. 15. Social Value Cycle What you know What you are known for Who you know Who knows you
  16. 16. New World Prospecting INBOUND OUTBOUND SEO Bottom-up lead gen Blogs Enhanced lead qualification Twitter Content Premiums Word of Mouth Multiple points of engagement
  17. 17. Lower Cost Per Lead
  18. 18. Lead Gen Excellence Intermetallic Pop Solder Paste Alloys Solder Alloys Solder Metallization Paste Head In Pillow Dipping Flux Gallium Alloy @pgillin Indium Tin Oxide NanoFoil Heat Spring Antimony Solder Copper Indium Gallium Gold Indium
  19. 19. A Reader is a Lead Each blog has the option to ask a question of the engineer Results: • 600% jump in leads • Top quality “Get engineers talking to engineers and get everyone else out of the middle.” Rick Short, Marcom Director
  20. 20. Failure to Communicate B2B Market Messages and Customer Preferences Cares about dialogue with customers Acts responsibly across supply chain “Honest and open dialogue, which customers considered most important, was one of the three themes not emphasized at all by the 90 companies in our sample.” --McKinsey Customer preference B2B messages Has high level of specialist expertise Fits well with my values Is a leader in its field Provides a broad product portfolio Is a driver of innovation Promotes sustainability Promotes diversity and equal opportunity Has global reach Shapes direction of the market Corporate social responsibility Has low prices -10 0 10 20 30 40 50 60 70 80 90 100 Source: “How B2B companies talk past their customers,” McKinsey & Co., October, 2013
  21. 21. Personal Touch Impact of Personal Value on B2B Purchase Outcomes Don't See Personal Value 100.0% 90.0% 80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% See Personal Value 22.6% 8.5% 71.0% 68.8% “B2B buying is extremely personal because purchases involve a variety of perceived personal risks – such as losing credibility, time or even a job. These emotions translate into a higher purchase likelihood among those who recognize a brand’s personal value.” Will purchase Will pay a higher price Source: “From Promotion to Emotion Connecting B2B Customers to Brands,” CEB Marketing/Leadership Council & Google, October, 2013
  22. 22. Map Content to Sales Stages White paper, eBook, Analyst report, Publication, Blog, Article, Tweet, Podcast Suspects Goal: Optimize sharing Qualified Prospects Case study Video testimonial Guided tour Product demo Webinar Press coverage Glossary ROI calculator Free trial/Consultation, Help desk, Chat, Forum, Training, Usage tips, Contact information Goal: Demonstrate expertise, experience Hot Prospects Goal: Address lingering doubts; reinforce expertise New Clients Goal: Validate decision Image Credit: Retail Sales Systems, LLC
  23. 23. “HOW CAN I SHARE?”
  24. 24. Givin’ It All Away: HubSpot, Marketo & Eloqua
  25. 25. Content Need Never Die All-time most-viewed presentations on SlideShare 3 years 1 year 2 years 1 year 9 months 4 months 1 year 2 years
  26. 26. Spread the Message Corporate website Feed Aggregator Partner website Email Newsletter
  27. 27. Twitter Excellence: CME Group
  28. 28. Community Excellence: Ridgid Forum
  29. 29. YouTube Excellence: Corning
  30. 30. How Emerson Has Done It
  31. 31. Big Digital Footprint Pictures Podcasts Videos Presentations Source: Jim Cahill
  32. 32. And the Leads Come In “I have an e-mail on my wall from a company that asked us to bid on a nine-figure deal next to a sign that asks ‘Is there any Jim Cahill value inDir. Of Social Media Blogger, blogging?’” Experts Emerson Process
  33. 33. Thank you! Paul Gillin Site: gillin.com 508-656-0734 Blog: paulgillin.com paul@gillin.com Twitter: pgillin

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