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B2B Social Media Made Easy
The document discusses the challenges faced by B2B marketers, including limited budgets, narrow audience reach, and lack of influence in decision-making processes. It highlights the increasing importance of social media in B2B marketing, with many decision-makers using social platforms for research and to influence their purchasing decisions. Furthermore, it emphasizes the necessity for companies to develop senior social champions and create content that aligns with their target audiences across various channels.
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B2B Social Media Made Easy
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- 4. OF B2B MARKETER’SBUDGETS IN 2011 WERE
- 5. NARROW AUDIENCE, NOTSCALABLE LIMITED INFLUENCE IN THE ACTUAL (NOT PERCEIVED) DECSION MAKING PROCESS NO LONG TERM ENGAGEMENT
- 7. Social is forconsumer brands - WRONG
- 8. PERCENTAGE OF B2BMARKETERS 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
- 9. Think your salespeople have the most influence on your customers?
- 10. WHAT INFLUENCES B2BPURCHASE 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
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- 12. 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
- 13. CEO INFLUENCER INFLUENCER INFLUENCER SOCIAL
- 14. OF B2B BUYERSARE ACTIVELY USING SUPPLIER-PRODUCED CONTENT & SOCIAL MEDIA IN ORDER TO SPEED UP THEIR PURCHASING DECISIONS. Lead Creation, Australia’s Social Media Presence 2012
- 15. OF BUSINESS BUYERSBELIEVE ALL COMPANIES SHOULD HAVE A SOCIAL MEDIA PRESENCE. THE INTERNET IS THE C-SUITE’S TOP INFORMATION RESOURCE (74% OF C-LEVEL EXECUTIVES SAY IT’S VERY VALUABLE)
- 16. OF C-LEVEL EXECUTIVESSAID THEY PREFER TO LOCATE INFORMATION THEMSELVES
- 17. MOST DECISIONS ARE MADE (ORCOMES TO YOUR TRADE SHOW)
- 18. START THE BUYINGPROCESS ON THE WEB Lead Creation, Australia’s Social Media Presence 2012
- 19. TURN TO PEERREVIEWS AND SOCIAL MEDIA (74% OF C-LEVEL EXECUTIVES SAY IT’S VERY VALUABLE)
- 20. DON’T CONTACT ASOLUTION PROVIDER UNTIL AFTER ESTABLISHING A LIST OF PREFERRED VENDORS VIA ONLINE RESEARCH
- 21. GROWING ROLE OFSOCIAL
- 22. FOLLOWED GROUP DISCUSSIONS TOLEARN ABOUT A TOPIC http://www.slideshare.net/G3Com/2012-b2b-buyer-behavior-survey-report
- 23. CONNECTED WITH THOUGHT LEADERSTHROUGH SOCIAL NETWORKS
- 24. POSTED QUESTIONS ONSOCIAL NETWORKING WEBSITES
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- 26. SOCIAL WORKS BECAUSE Socialworks because relationships are between people, not businesses
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- 31. THE MEDIUM ISN’TTHE MESSAGE
- 32. THE content explosionis upon us The IS UPON US
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- 34. DEVELOP EDITORIAL CALENDARS THATALIGN WITH YOUR OTHER MARKETING ACTIVITY
- 36. CONTENT IS NOGOOD IN A GIVE YOUR AUDIENCES THE ABILITY TO
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- 38. WE GIVE YOUAMAZING CONTENT. YOU GIVE US YOUR EMAIL ADDRESS, FOLLOW US OR LIKE US
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- 40. STOP GIVING RESPONSIBILITYFOR SOCIAL TO THE PA AND ADMIN TEAM. IDENTIFY GIVE THEM CONTROL, HELP THEM SPREAD THEIR ENTHUSIASM.
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- 42. PEOPLE LISTEN TOAUTHORITY. CEOS WANT TO SPEAK TO CEOS. (EVEN IN SOCIAL) IDENTIFY SENIOR SOCIAL CHAMPIONS. PROMOTE THEM.
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- 44. ON SOCIAL ANDCONTENT ON SHORT TERM LEAD GEN ACTIVITIES
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- 46. SENIOR EXECS DON’THAVE TIME FOR SOCIAL, BUT TARGET THEM WITH
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- 48. WHERE DO YOURAUDIENCES LIVE? WHAT CONTENT IS APPROPRIATE FOR WHICH CHANNEL? (AND MOBILE SITE) IS STILL VITALLY IMPORTANT.
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