B-to-B Social Media: A Quiet Giant


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Conventional wisdom says that social media isn’t appropriate for b-to-b marketing. Conventional wisdom is wrong. Across the corporate landscape, businesses ranging from banks to high-tech firms to plumbing supplies are successfully applying social media tools to connect with customers, channel partners and suppliers. And as they grow more confident with the tools, they’re experimenting with sophisticated applications like social networks and customer co-creation. B-to-b social media marketing isn’t just blogs any more. Learn what the innovators are doing.

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  • By committing to the program for one year, the Insiders agreed to: Participate in Intel-focused events throughout the year for education purposesProvide feedback on Intel’s social media activities so that Intel could develop best practicesIn return, the Insiders would receive special “inside” access to Intel embargoed news, executive dialogues, exclusive events and visibility on Intel social web properties. We continuously engaged them with the brand by publicly disclosing that we were seeding them the latest Intel-powered devices on the market, consulting them for advice and feedback prior to most major online community engagements, and integrating them into Intel campaigns.
  • The Gurus are the cornerstone of Clickable’s marketing strategy. Clickable charged the Gurus with patrolling online search-marketing communities like Google AdWords, WebMasterWorld, and Microsoft adCenter. In addition, the Gurus submitted a weekly cutting-edge lesson to the Official Clickable Blog, and answered customer questions in Clickable Forums. After a year of service and evangelism, the Gurus have made a measurable impact on Clickable’s bottom line: The program drove a 400% increase in new monthly ad spend on the Clickable Platform versus the previous year. This is significant because Clickable’s business model is to charge 5% of total spend managed. The company’s board of directors has committed to indefinite investment and continuation of the program.
  • B-to-B Social Media: A Quiet Giant

    1. 1. Social Media for B-to-B Commerce<br />Paul Gillin<br />Author, The New Influencers<br />Secrets of Social Media Marketing<br />
    2. 2. Mainframe: Art of the Sale<br />Objectives: <br /><ul><li>Create awareness for new mainframe value proposition
    3. 3. Increase mainframe awareness with college students </li></ul>Results: <br /><ul><li>>250,000 views of first episode
    4. 4. Blog traffic increased 25x
    5. 5. Analyst, Press, Blogger coverage
    6. 6. Screened at Chief Sales Officer summit, Price Waterhouse sales training and other venues</li></ul>Source: Tim Washer, IBM<br />
    7. 7. http://bit.ly/7hk9iO<br />&quot;You gotta see this video….IBM is re-positioning the mainframe as a back-to-the-future alternative. The tone of Hoey&apos;s spoof training video is in keeping with the kinder, humbler image IBM now seeks to project.”<br />
    8. 8. Chaos Theory<br />Small Is the New Big<br />Less Marketing is More Marketing<br />Gain Control By Giving Up Control<br />Publication Is a Beginning, Not an End<br />
    9. 9. The Media in Collapse<br />US Magazine Circulations<br />Decline in circulation of top 10 newspapers in 2008: 635,000 <br />Average age of US daily newspaper reader: 57<br />Reduction in US newsroom staffs since 2001: 45%<br />Growth in NBC prime time audience, 2008: -14.3%<br />Age of average network evening news viewer: 63<br />
    10. 10. New Media Facts<br />Teens watch 60% less TV than their parents. They spend 600% more time online (Arthur W. Page report)<br />Twitter membership up 1,900% last year (Nielsen)<br />If Facebook was a country, it would be world’s fourth largest<br />% of Americans under 33 on social networking sites: 67<br />% over 55: 9<br />Word-of-mouth marketing spending to hit $3B by 2013<br />One-third of Americans under 40 say the Daily Show and Colbert Report are replacing traditional news outlets.<br />
    11. 11. The New Media Landscape<br />Marathon schedule http://bit.ly/waCMc<br />I can&apos;t find my good black pants.<br />Shared bread pudding w/ @skydiver at Mother&apos;s. My life is now complete.<br />I&apos;m at Palm Beach International Airport (PBI, West Palm Beach). http://4sq.com/4GeLz0<br />Best press photos of 2009 http://om.ly/fNhW<br />How to Write a 1 Minute Video Marketing Script http://ow.ly/17xJE<br />Comparing Top Chef Masters Restaurants #topchef http://is.gd/8q4hN<br />How To Get Well Prepared For The Website Creation. http://bit.ly/aTitVC<br />
    12. 12. Influence<br />Inversion<br />
    13. 13. A Case Study: Motrin Moms<br />
    14. 14. Influence Inversion<br />Courtesy Digitas<br />
    15. 15. Customer at the Center<br />
    16. 16. Experience Shapes Perception<br />IBM Market Research, 2008<br />
    17. 17. The Keyword Economy<br />Transition from browse to search<br />The click is both validation and action<br />Inbound vs. outbound marketing<br />SEO is critical to all marketing<br />
    18. 18. Credibility Through Validation<br />Source: Elliance, Inc.<br />
    19. 19. Influencer<br />Relations<br />
    20. 20. Types of Influence<br />Source: Barbara French<br />
    21. 21. New Influencers are…<br /><ul><li>Passionate
    22. 22. Opinionated
    23. 23. Focused
    24. 24. Active
    25. 25. Sharing</li></li></ul><li>Self-Appointed Celebrities<br />
    26. 26. Assessing Influence<br />Tags<br />voip, telecom, telephony, AndyAbramson, WiFi, FMC, Fixed Mobile, Convergence, CallVantage, Vonage, Skype, GizmoProject, SightSpeed, Video Conferencing, Web Conferencing, Mobivox, Truphone<br />
    27. 27. Assessing Influence<br />
    28. 28. Tools to Measure Influence<br />Bookmarking and RSS <br />Social Media Search<br />Professional networks <br />
    29. 29. Influencer Relations<br />In B2C market, influencer relations successes include:<br /><ul><li> Molson Beer
    30. 30. Toro Lawnmowers
    31. 31. Zarafina Tea
    32. 32. PBS
    33. 33. Parents magazine</li></ul>“Since 2002, this annual event has evolved into the cornerstone of SAP&apos;s influencer programs, now serving as a key event to validate SAP&apos;s transformational market strategy.”<br />
    34. 34. You Are The Media<br />
    35. 35.
    36. 36. IT Pros Are Interactive<br />Source: Forrester Research<br />
    37. 37. Match Tools to Buying Stage<br />Source: TechTarget<br />
    38. 38. ROI<br />
    39. 39. Types Of Financial Impact<br />Leads<br />Orders<br />Subscriptions<br />Upgrades<br />Cost avoidance<br />Upsells<br />Coupon redemptions<br />Investment<br />Cost reduction<br />
    40. 40. Many Ways to Measure<br />Customer complaints<br />Website Visitors<br />Impressions<br />Positive press<br />Click-throughs<br />YouTube views<br />Retweets<br />Coupons distributed<br />Visitors to a brick & mortar store<br />Positive WOM<br />Delivered emails<br />Negative press<br />Negative WOM<br />Employment applications<br />Blog comments<br />FaceBook friends<br />Social mention<br />Twitter followers<br />Source: BrandBuilder<br />
    41. 41. A Four-Step Process<br />Using Tools Without Strategy is Like Buying a Hammer and Looking for Nails<br />Business Goal<br />Measurement<br />Tactics<br />Tools<br /><ul><li>Blog
    42. 42. Hire PR Agency
    43. 43. Join Trade Groups
    44. 44. Video Podcasts
    45. 45. Customer Self-Service Site
    46. 46. SEO
    47. 47. TV Advertising
    48. 48. Newsletter
    49. 49. Hire Speaker Bureau
    50. 50. Facebook Fan Page
    51. 51. Online Customer Community
    52. 52. Increase Sales
    53. 53. Generate Leads
    54. 54. Improve Awareness
    55. 55. Create Thought Leadership
    56. 56. Launch Product
    57. 57. Counter Negative Perception
    58. 58. Test Ideas
    59. 59. Create Channels
    60. 60. Reduce Support Costs
    61. 61. Contact More Prospects
    62. 62. Media Relations
    63. 63. Educate Customers
    64. 64. Meet Prospective Channel Partners
    65. 65. Publicize Reference Accts
    66. 66. Move Customer Service Online
    67. 67. Form Trade Association
    68. 68. Advertise
    69. 69. Leads
    70. 70. Media Mentions
    71. 71. Speaking Opps
    72. 72. Positive Sentiment
    73. 73. Net Promoter Score
    74. 74. Customer Satisfaction
    75. 75. Share of Market
    76. 76. Service Calls
    77. 77. Time to Market
    78. 78. Channel Sales</li></li></ul><li>Sample Engagement Metrics <br />% increase or decrease in unique visits <br />In the past  month, what % of sessions were &gt;5 page views <br />% of sessions &gt;5 minutes in duration <br />% of visitors that return for more than 5 sessions <br />% of sessions that arrive at your site from a Google search/referral/link from your web site<br />% of visitors that subscribe<br />% of visitors that download content<br />% of visitors that provide an email address<br />Ratio of posts to comments <br />Source: KD Paine & Partners, <br />Eric Peterson<br />
    79. 79. For Example…<br />Business Goal<br />Measurement<br />Tactics<br />Tools<br /><ul><li>Hire Tech Freelancers
    80. 80. List Rentals
    81. 81. Create CoTweet Account
    82. 82. Increase PR Budget
    83. 83. Hire E-mail Marketing Firm
    84. 84. Initiate Blogger Relations Program</li></ul>Generate 30% More Leads<br /><ul><li>Publish Six New White Papers
    85. 85. Initiate Monthly Webcasts
    86. 86. Sponsor Microsite on TechTarget
    87. 87. Build Targeted Twitter List (500)
    88. 88. Dedicated Monthly E-mail Blast
    89. 89. Promote To Trade Publications
    90. 90. List in Tech Directories
    91. 91. Increase Webcast/White Paper Reg’s by 60%
    92. 92. Increase Traffic to WP Landing Pages 120%
    93. 93. Increase 800-Number Calls by 80%</li></ul>Review and Revise<br />
    94. 94. So Now the Fun Begins<br />
    95. 95.
    96. 96. Open Up<br />&quot;Your goal should be to have as many people as possible be public voices of the company. Scary? If you answered yes, you don&apos;t have the right people.&quot; <br />Brian Kalma<br />Director of User Experience, Zappos<br />“It is the responsibility of corporate communications to support each employee’s capability and desire to be an honest, knowledgeable ambassador to customers, friends, shareowners and public officials.”<br />--From The Authentic Enterprise: Relationships,<br /> Values And The Evolution Of Corporate Communications<br />Arthur W. Page Society, Dec., 2007<br />
    97. 97. Case Study: Clickable Gurus<br />
    98. 98. Blog:<br />Social Media’s Swiss Army Knife<br />
    99. 99. The Low-Risk Option<br />Cheap and easy to create and update<br />Have distinct personal voice<br />Can quickly build reciprocal traffic<br />Excellent search engine performance<br />Ability to control discussion<br />Fast, low-cost alternative to press releases<br />
    100. 100. Blogging for Business<br />CEO<br />
    101. 101. Blogging for Business<br />Employee<br />
    102. 102. Blogging for Business<br />Group<br />
    103. 103. Advise and Inform<br />
    104. 104. Promote<br />
    105. 105. Advocate<br />
    106. 106. Blogging Success Factors<br />A clear, preferably narrow focus<br />Frequent updates<br />Mix of short, long, light, heavy content<br />Aggressive links to other bloggers<br />Comments and trackbacks<br />Mixed media<br />Educate and discover<br />Personality<br />Prompt for comments<br />
    107. 107. Have Some Fun!<br />OK Labs uses &quot;social objects,&quot; or distinct icons, to create a memorable association. “It’s been a way for people to feel that they know the company before doing business with the company,” says Marti Konstant, VP of marketing <br />
    108. 108. Social<br />Networks<br />
    109. 109. 360° Of Value<br />Needs Definition<br />Peer Support<br />Product lifecycle<br />Viral Marketing<br />Product Architecture<br />Iterative Development<br />Field Testing<br />
    110. 110. About Me<br />About Others<br />Connections<br />Social Network Essentials<br />
    111. 111. Facebook Fans<br />Repurpose media<br />Announcements<br />Feedback/testing<br />Mailing List<br />
    112. 112. Facebook Fan Pages<br />Great way to connect enthusiasts to each other<br />Can be about any topic<br />99% are dead; they require care and feeding<br />Can be restricted or open<br />Can be visible or invisible to search engines<br />Admins have permission to message members<br />
    113. 113. LinkedIn for Business<br />Active Groups…<br />…and a Distinctive Approach to Company Profiles<br />
    114. 114. Spiceworks Community<br /><ul><li>800,000 registered users
    115. 115. National user conference; multiple regional conferences
    116. 116. Points system rewards participation without payments</li></ul>“What’s always amazed me is how much people are willing to give back.”<br />Tabrez Syed, Director of Products, Spiceworks<br />
    117. 117. Element14<br />Document and information exchange for electronics engineers<br />Anyone can become a designated “expert” by delivering value<br />More than 10,000 documents contributed and indexed in first six months<br />
    118. 118. Microblogging<br />
    119. 119. Many Uses for Twitter<br />
    120. 120. Engage Popular People<br />1.7 million followers<br />1.1 million followers<br />1.2 million followers<br />473,000 followers<br />980,000 followers<br />
    121. 121. Twitter Success Factors<br />Twitter can promote all your other SM activities<br />Share broad range of information<br />Make it personal<br />Be remarkable<br />Mix it up<br />Respond and retweet<br />Coordinate with others in your organization<br />Repeat important messages<br />Link!<br />
    122. 122. Promoting Your Content<br />
    123. 123. Social Media Press Room<br />Elements May Include:<br />News Releases<br />Video<br />Photos<br />Audio<br />RSS<br />Comments<br />Embeds<br />Downloads<br />
    124. 124. New Publishing Lifecycle<br />Begins as a tweet<br />Becomes a blog entry<br />Feeds a podcast<br />Stokes a white paper<br />That gets tweeted!<br />
    125. 125. Publish Everywhere<br />44 million members<br />32 million members<br />300 million members<br />1 billion daily views<br />1 million daily visitors<br />6 million daily visitors<br />1.5 million daily visitors<br />10 million members<br />50 million members<br />
    126. 126. Secrets of Engagement<br />Be comfortable<br />Be distinctive<br />Be brief<br />Be kind<br />Be honest<br />Be offbeat<br />Be genuine<br />Be shareable<br />Be generous<br />Be funny<br />
    127. 127. Thank you!<br />Paul Gillin<br />508-656-0734<br />paul@gillin.com<br />www.gillin.com<br />Twitter: pgillin<br />Subscribe to my free weekly newsletter at gillin.com<br />Available on Amazon or at NewInfluencers.com <br />Available on Amazon or at SSMMbook.com<br />Coming late 2010: Social Marketing to the Business Customer<br />By Paul Gillin & Eric Schwartzman<br />