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Social Marketing: An Integrated View to Create Value - BDI 12/15/10 B2B Social Communications Leadership Forum
The document discusses how customers are more influential than a company's advertising in building its brand. It emphasizes that customers talking to other customers about a company or its products is important. The linear purchase funnel model is outdated, and companies must find ways to engage customers throughout the purchasing cycle and after purchase as well. Integrating social media, mobile strategies, content creation and CRM can help amplify customer conversations and influence. Companies should listen to what customers are already saying before determining how to participate in the conversation.
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Social Marketing: An Integrated View to Create Value - BDI 12/15/10 B2B Social Communications Leadership Forum
- 1. Social Marketing BlackRock Presentation An integrated view to create value
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- 4. Your customers arebuilding your brand more than your advertising is… 4 04 18
- 5. Customers are moreeffective in influencing prospects than you are… 5 04 18
- 6. Brands are builtby customers. 6 04 18
- 7. Customers talking withcustomers 7 04 18
- 8. Give them somethingto talk about 8 04 18
- 9. Post advertising age 9 04 18
- 10. It’s not abouttalking ‘at’ them, but working ‘for’ them 10 04 18
- 11. Connected, Always On,Content Rich, a Service 11 04 18
- 12. More power….less control…more influence 12 04 18
- 13. When integrated social, mobile,content, audience design and CRM Amplification 13 04 18
- 14. INSIGHT 1 Thelinear purchase funnel is a myth. 14
- 15. From this Eyeballs Awareness Relevance Consideration Loyalty Advocacy Buyers To this Source: McKinsey Consulting 6 18 09 15
- 16. Rethink the pointsof influence within the sales cycle paid vs. earned media 16
- 17. Target customers inthe post purchase cycle Source: McKinsey Consulting 6 18 09 17
- 18. INSIGHT 2 Yourcustomers are talking about your product/service. You must be part of that conversation or your sales staff will be at a disadvantage 18
- 19. Sales will beleft behind if they are not supported with Social PRINT CONFERENCES DIRECT MAIL PROMOTIONS TRADE SHOWS TRADITIONAL MEDIA PEERS PEERS INDUSTRY EXPERTS INDUSTRY EXPERTS PROSPECTS PROSPECTS SALES AND BUSINESS BUSINESS AND AND RELATIONSHIP NETWORK NETWORK CLIENTS CLIENTS MANAGERS CLIENTS CUSTOMERS DIGITAL SEARCH ENGINES INTERACTIVE ADS SOCIAL WEBINARS NETWORKS COMMUNITY PODCAST FORUMS TWITTER/RSS MOBILE BLOGS WEBSITES 6 18 09
- 20. Insight 3 Consumerization ofthe Enterprise: Changing content, social and mobile behaviors 20
- 21. Content Consumer Trend Business Trend …Leading B2B marketers are Online video views are growing leveraging the medium for exponentially… thought leadership and product testimonials
- 22. Social Consumer Trend Business Trend Social networks supplementing … LinkedIn launched Company search for advice and Pages that highlight company recommendations… products, drive member recommendations and generate awareness through viral updates
- 23. Proof that influenceis growing Social Media Usage At Work 2008 2009 Professional Personal Professional Personal LinkedIn 62% 33% 86% 48% Twitter 13% 11% 76% 62% Face Book 18% 35% 36% 93% You Tube 34% 55% 51% 85% Source: eMarketer.com 23
- 24. Mobile Consumer Trend Business Trend Mobile social networking has … Droid Pro (enterprise device) was just exploded…. 30% of Facebook introduced with aggregated social interactions on the phone network functions
- 25. Marketers need aholistic view of social Combine content, social and mobile and form a CRM discipline to capitalize on the benefits of lead generation, sales support and brand/product advocacy 25
- 26. Successful B2B brandsintegrate content, social, mobile and CRM Small Business Mid-Market and Large Corporate 26 04 18
- 27. Openforum.com The premiere destinationfor savvy business owners, providing a wealth of resources to help them grow their business Exclusive Content – Originally produced events – Blogs by respected members of the Small biz community – Cardmember Stories/Insights An active community of savvy business owners (Discussion forums) Curated Partner Content – Inc., Entrepreneur, etc. Participation by key OPEN Executives – Susan Sobbot 27
- 28. American Express OPENForum Connects Small Business Owners to the Best in Business Core Principles: Recruit top-tier talent Say something different Invite others to participate Scale conversations online Gold, Brand Awareness & Positioning Award (2008) 28
- 29. Partner with CredibleBloggers to Scale Conversation Over at the American Express OPEN blog, I posted an article called “Tough Talk for Tough Times: What the CEO Should Be Saying Now.” Guy Kawasaki Blogs.openforum.com ranked 21 of 150 of the most influential and relevant entrepreneur blogs based on eCairn data 29
- 30. Conversations Spread Naturally:Twitter Amplifications 30
- 31. Scale Content SyndicationThrough a Digital Publishing Platform Achieved enormous reach Driven costs down dramatically Prospects exposed to the media player were more likely to apply for the Card Gold, Business-to- Business (2009) 31
- 32. Connected to advertising Dynamic online ad unit 32 Click to view online
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- 34. "Participating" customers areimportant in influencing prospects. Find the influencers and nurture them 34
- 35. Build an audienceof influencers, those that will participate. Create a forum for them. Then direct marketing dollars to bring prospects to them. 35
- 36. Listen before youbuild Listen before building 36
- 37. Understand who istalking about what before determining what conversation you need to join and what you need to say Overall Voices Sentiment Lesson 1 Listen before you build 37
- 38. Marketing as aservice 38
- 39. Invest in earnedmedia vs. paid 39
- 40. Lesson 2 Show, don'ttell Show, don't tell 40
- 41. Use video tobring your brand, products and customer testimonials to life Show, don't tell 41
- 42. Fish where thefish are
- 43. Seed content andconversation in places where you target audience is already going… 43
- 44. … so otherscan help distribute it further 44
- 45. Design for mobilityat the core 45
- 46. Social is mobile Desktop sales Tablet sales 20 million 19 million in 2015 in 2010 16 million in 2015 4 million in 2010 46
- 47. Don't big, startsmall Think disintermediate Sales 47
- 48. Integrate Content andSocial with CRM Think big, start small 48
- 49. Think big, startsmall 49
- 50. Five ways tostart NOW 1. Social is not simply Twitter, Facebook and YouTube 2. Content is the new creative – hire a content strategist 3. Find current customers (fans) and engage 4. Invest in earned media – hire a community manager 5. Leverage your sales and customer service reps to ask for positive tweets Think big, start small 50
- 51. Thank You 51