B2B Marketing in a social media world
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Presentation given by Marc Keating, Head of Digital, IAS B2B Marketing at the 2011 How-Do B2B digital marketing forum. The presentation explores the future of B2B marketing, the impact of the digital native and the importance of content marketing as part of an integrated social and digital strategy.
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B2B Marketing in a social media world
- 1. B2B DIGITAL FORUM WELCOME TO THE ENTERTAINMENT BUSINESS By Marc Keating @marckeating
- 2. the rules have changed forever
- 7. where’s your tipping point?
- 10. PUSH / PULL
- 11. PUSH / PULL
- 13. stalking
- 14. talking
- 16. the hunter has become the hunted
- 18. B2B PROSPECTS WANT: INSIGHTS KNOWLEDGE SUPPORT IDEAS HELP
- 20. content
- 21. CONTENT MARKETING IS ABOUT USING CONTENT TO CAPTURE , ENGAGE & NURTURE PROSPECTS, THROUGH THOUGHT LEADERSHIP WITHIN YOUR BRAND CATEGORY.
- 23. WELCOME TO THE ENTERTAINMENT BUSINESS Rembrandt / The Nightwatch
- 27. tell a great story
- 32. GOOGLE THEN AND NOW Static Web page results Social media results
- 33. Content distributed and shared to branded channels/profiles Visitor behaviour tracking and campaign measurement XML feed Support 2.0 Forums Blogs Web TV Google news RSS feeds Branded widgets Page view Content pages tagged with relevant meta-data Profile manager Registration Industry news User profile Ask a question (live chat) Download Brochure request Marketing Real-time profiling E-mail D-mail Events Outdoor Micro Blogs Social networks Photo sites Video Web sites File sharing Display ads Homepage Segmented pages Behavioral ads Mobile (SMS) Ads (print) Direct URL Landing zones Podcasts Social Media PR Blogs Social networks Social ads CRM Triggered E-mails Client CRM User goal reporting and page tracking Enquiry (Lead) Business apps CRM dashboard Profile manager Activity dashboard Campaign reporting Live synchronisation Organic search Blog In-text ads PPC Triggered E-mails Triggered E-mails Nurture Convert Up sell Engagement Web 2.0 and UGC Mobile ads Digital PR PR Custom content Live content feeds Segmented journeys Sales Customer support Landing pages E-mail alerts Careers Products Office locator FAQs Pull content Article voting Ask the expert Information Web 2.0 and UGC Augmented reality 3D modelling Search optimisation On-line sales RSS feeds On-line sales Social Network Extranets Contacts Subscriptions Review and optimise URLs Multivariate testing Dynamic No generation
- 37. thank you E-mail: marc.keating@iasb2b.com Web: iasb2b.com LinkedIn: http://uk.linkedin.com/in/marckeating
Editor's Notes
- Content is nothing new – we’ve been creating content for years in the form of proposals, seminars, datasheets, slidekits. But what has changed is that digital has given us better ways to tell our story.
- Owning the category that your brand is in, not talking about product, its about issues. Why its so important is because content is going to define the way you are found in the search and social space. This is something we are doing with Siemens, we’ve repositioned them as the Business Technologists, now we’re developing a social and content strategy that enables them to own the Business Technology category by creating content relevant to issues like security and cloud. Business technology – category in the making – bus technologists – positioning to own
- Why is content so important? We’ve discussed the new user journey. Starting at search Conversations with people or reading user generated content. Taking feeds on their terms You can only succeed here with social channels You can only succeed here with content – this is where we really see the power of content. Content is going to power your marketing strategies. We have to give them what they want, but if we are going to get found, and they are going to choose our proposition, we have to give them something of value…..
- So this is what I meant at the start, this is where content gets exciting! ..and we have to create engaging experiences that deliver the message - The experience/conversation is now the message. Capture the first 20, seconds, next 20 minutes, next 2 hours