B2B Social Media Made Easy

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Presentation created by Shaun Rowland ( @shaunrowland ) and delivered at Reading Room event in Melbourne on 11th April.
www.readingroom.com.au

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B2B Social Media Made Easy

  1. The problem
  2. HAVE TRADITIONALLYBEEN FOCUSED ON
  3. OF B2B MARKETER’S BUDGETS IN 2011 WERE
  4. NARROW AUDIENCE, NOT SCALABLELIMITED INFLUENCE IN THE ACTUAL(NOT PERCEIVED) DECSION MAKINGPROCESSNO LONG TERM ENGAGEMENT
  5. Social is for consumer brands - WRONG
  6. PERCENTAGE OF B2B MARKETERS WHO USE VARIOUS SOCIAL MEDIA SITES TO DISTRIBUTE CONTENT LINKEDIN 83% 71% TWITER 80% 74% FACEBOOK 80% 70% YOUTUBE 61% 56% GOOGLE + 39% 13% PINTEREST 26% N/A SLIDESHARE 23% 20% VIMEO 12% N/A FLICKR 10% 10% STUMBLE UPON 10% N/A FOURSQUARE 8% N/A INSTAGRAM 7% N/A TUMBLR 7% N/A QUORA 6% 2012 N/A 2011 0 20 40 60 80 100 2013 B2B CONTENT MARKETING BENCHMARKS – NORTH AMERICA: CMI/MARKETINGPROFS
  7. Think your sales people have the most influence on your customers?
  8. WHAT INFLUENCES B2B PURCHASE DECISIONS WOM 84% SALESPERSON 60% WEBSITES 59%PRINT PUBLICATIONS 58% VARS 55% IN-PERSON EVENTS 45% ANALYSTS 48% SOCIAL MEDIA 46% EMAIL 41% WEB EVENTS 40%INTERACTIVE MEDIA 30% BLOGS 24% SOURCE: FORRESTER RESEARCH
  9. WOM is social
  10. 100%90% 91%80%70% 70%60% 59%50% 55% 58% 48%40% 43% 37%30%20% 24% 20%10% 17% 0% 5% CREATORS CRITICS COLLECTORS JOINERS SPEC TATORS INACTIVES B2B BUYERS US ONLINE ADULTS SOURCE: FORRESTER RESEARCH
  11. CEOINFLUENCER INFLUENCER INFLUENCER SOCIAL
  12. OF B2B BUYERS ARE ACTIVELYUSING SUPPLIER-PRODUCEDCONTENT & SOCIAL MEDIA INORDER TO SPEED UP THEIRPURCHASING DECISIONS. Lead Creation, Australia’s Social Media Presence 2012
  13. OF BUSINESS BUYERS BELIEVE ALLCOMPANIES SHOULD HAVE ASOCIAL MEDIA PRESENCE. THEINTERNET IS THE C-SUITE’S TOPINFORMATION RESOURCE(74% OF C-LEVEL EXECUTIVES SAY IT’S VERY VALUABLE)
  14. OF C-LEVEL EXECUTIVES SAIDTHEY PREFER TO LOCATEINFORMATION THEMSELVES
  15. MOST DECISIONSARE MADE(OR COMES TO YOUR TRADE SHOW)
  16. START THE BUYING PROCESS ONTHE WEB Lead Creation, Australia’s Social Media Presence 2012
  17. TURN TO PEER REVIEWS ANDSOCIAL MEDIA(74% OF C-LEVEL EXECUTIVES SAY IT’S VERY VALUABLE)
  18. DON’T CONTACT A SOLUTIONPROVIDER UNTIL AFTERESTABLISHING A LIST OFPREFERRED VENDORS VIA ONLINERESEARCH
  19. GROWING ROLE OF SOCIAL
  20. FOLLOWED GROUP DISCUSSIONSTO LEARN ABOUT A TOPIC http://www.slideshare.net/G3Com/2012-b2b-buyer-behavior-survey-report
  21. CONNECTED WITH THOUGHTLEADERS THROUGH SOCIALNETWORKS
  22. POSTED QUESTIONS ON SOCIALNETWORKING WEBSITES
  23. SOCIAL CAN
  24. SOCIAL WORKS BECAUSESocial works because relationships are between people, not businesses
  25. PERSON TOPERSON
  26. OK, I’MCONVINCED
  27. DEVELOP A
  28. THE MEDIUM ISN’T THE MESSAGE
  29. THE content explosion is upon us The ISUPON US
  30. PERSONALITYUSEFULNESSRELEVANCEFORMAT
  31. DEVELOP EDITORIAL CALENDARSTHAT ALIGN WITH YOUR OTHERMARKETING ACTIVITY
  32. CONTENT IS NO GOOD IN AGIVE YOUR AUDIENCES THEABILITY TO
  33. INTEGRATE
  34. WE GIVE YOU AMAZINGCONTENT.YOU GIVE US YOUR EMAILADDRESS, FOLLOW US ORLIKE US
  35. MAKE YOUR
  36. STOP GIVING RESPONSIBILITY FORSOCIAL TO THE PA AND ADMIN TEAM.IDENTIFYGIVE THEM CONTROL, HELP THEMSPREAD THEIR ENTHUSIASM.
  37. SENIOR
  38. PEOPLE LISTEN TO AUTHORITY. CEOSWANT TO SPEAK TO CEOS. (EVEN IN SOCIAL)IDENTIFY SENIOR SOCIALCHAMPIONS. PROMOTE THEM.
  39. REASSIGN THE
  40. ON SOCIAL AND CONTENTON SHORT TERM LEAD GEN ACTIVITIES
  41. INFLUENCE THE
  42. SENIOR EXECS DON’T HAVE TIME FORSOCIAL, BUTTARGET THEM WITH
  43. CHANNEL
  44. WHERE DO YOUR AUDIENCES LIVE?WHAT CONTENT IS APPROPRIATE FORWHICH CHANNEL?(AND MOBILE SITE) IS STILL VITALLYIMPORTANT.
  45. 3 EXAMPLES
  46. @shaunrowlandwww.readingroom.com.au
  47. http://www.flickr.com/photos/thinkgeoenergy/455402277 http://www.sxc.hu/photo/10950724/ http://www.flickr.com/photos/mayoi/2725187070/http://www.flickr.com/photos/seeminglee/3969199420/ http://www.flickr.com/photos/booleansplit/8482641188/http://www.flickr.com/photos/jdhancock/6023780563/ http://www.flickr.com/photos/42931449@N07/681248163http://www.flickr.com/photos/ajourneyroundmyskull/5641 5/424634/ http://www.flickr.com/photos/ben_grey/4582294721/http://www.flickr.com/photos/benhosking/5076568979/ http://www.flickr.com/photos/evanblaser/5489246278/http://www.flickr.com/photos/darwinbell/313220327/ http://www.flickr.com/photos/seier/2348583304/http://www.flickr.com/photos/flatworldsedge/5204343926 http://www.sxc.hu/photo/314542/ http://www.flickr.com/photos/foxypar4/913591946/http://www.flickr.com/photos/x- http://www.flickr.com/photos/proimos/4045973322/ray_delta_one/4042346885/ http://www.flickr.com/photos/peasap/935756569/http://www.flickr.com/photos/lyza/49545547/ http://www.flickr.com/photos/68751915@N05/673617082http://www.flickr.com/photos/dyrkwyst/5319624060/ 7/http://www.sxc.hu/photo/1206728 http://www.sxc.hu/photo/432895http://www.sxc.hu/photo/1215912 http://www.sxc.hu/photo/546229http://www.flickr.com/photos/zigazou76/4482734462/size http://www.flickr.com/photos/nostri-imago/3137422976/s/o/in/photostream/ http://www.flickr.com/photos/tanaka_juuyohhttp://www.sxc.hu/photo/1070609 6820481598/http://www.flickr.com/photos/veryveryquiet/4231240019/ http://www.flickr.com/photos/walkingsf/6159680639/http://www.flickr.com/photos/waltstoneburner/79465815 http://www.flickr.com/photos/jdhancock/3574716051/22/http://www.flickr.com/photos/gozalewis/3351035736/http://www.flickr.com/photos/waltstoneburner/7946581522/

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