Presentation given to the members of the Ontario Trucking Association 03.02.11. Deep dive into three primary social media tools for B2B organizations.

1. Harnessing the Power of Social Media to Achieve Your Organizational Goals Kim McWatt, Senior Consultant Peter Petch, Account Executive JAN Kelley Marketing Marco Beghetto, Senior Editor Today’s Trucking

2. Today’s Agenda Reality Check Social Media Landscape Getting Started Measurement Examples / Case Study Media Perspective Closing Thoughts 2 Image source: http://www.flickr.com/photos/metaroll/3029246583/

3. Reality Check 3

4. Reality Check Buyers have changed... Information is free, and being accessed online Your sales team is no longer the only information conduit Sales can’t read the digital body language of customers. The challenge: How to read and understand the digital customer 4

5. Reality check 5 Today’s B2B Buyer 59% are engaged with peers online who addressed their challenges 48% follow online industry conversations 59% share info from their research and purchases with others (blogs, discussion forums, tweets) Source: Inside the Mind of the New B2B Buyer / Feb 2010

6. Reality Check B2B decision makers spend 1% of the time buying They spend the other 99% researching & talking to each other. Source: Executive’s Guide to Social Media for B2B, Oglvy Public Relations Worldwide 6 1% 99%

7. Reality Check When making purchasing decisions, B2B buyers are heavily influenced by 3rd party feedback: To identify solutions & limit risk to their organizations 7

8. Reality Check 75% of B2B purchasers use social media for business purposes at least once a week Social media tools are being used by individuals who make purchasing decisions 8

9. Reality Check One final thought... 9

10. Reality Check Gen Y (Born between approx. 1976 and 2000) 10

11. Reality Check Gen Yers (Millenials) now outnumber Baby Boomers 80 million to 77 million 96% have joined a social network Gen Y individuals: Speak their mind Impatient Sceptical Tech Savvy High Expectations 11

12. Reality Check These are your future customers 12

13. Social Media Landscape 13

14. Social Media Landscape So....what is Social Media? 14

15. Social Media Landscape 15 These are the TOOLS Source: Brian Solis and Jesse Thomas, The Conversation Prism, 2009

16. Social Media Landscape Social media is... ...a conversation 16

17. Social Media Landscape Top three benefits for using social media in any B2B organization are: Extending branding and relationship building efforts Expanding reach Tapping into professional communities 17 Source: Building the B2B Business Case for Social Media, Christina Kerley

18. Social Media Landscape Top Social Media Applications for B2B LinkedIn – Professional Twitter – Professional / Personal Facebook - Personal 18

19. Social Media Landscape LinkedIn Facts (From LinkedIn) It’s the world’s largest professional network on the Internet members in over 200 countries and territories. There were nearly two billion people searches on LinkedIn in 2010. Worldwide Membership 90m+ professionals around the world as of January 2011 45m in the U.S. 3m+ members in Canada LinkedIn and Business As of January 2011, LinkedIn counts executives from all 2010 Fortune 500 companies as members; its hiring solutions were used by 69 of the Fortune 100 companies as of December 31, 2010. More than one million companies have LinkedIn Company Pages 19

20. Social Media Landscape Benefits of LinkedIn “Findability” “Searchability” Showcase Expertise Promotion 20

21. Social Media Landscape Best Practices: Individual Profile Complete your profile Customize your website listings Network Join groups Include applications that highlight your expertise Include your LinkedIn url in your email signature 21

22. Social Media Landscape Best Practices: Company Pages Company Overview Services/Product Description Your network Blog and Twitter Feeds 22

23. Social Media Landscape 23 Twitter Facts (updated 09.14.2010) 175 million registered users. 95M tweets are written per day. What is Twitter? Twitter is a real-time information network Messages are formatted as small bursts of information called Tweets Each Tweet is 140 characters in length

24. Social Media Landscape 24 According to Exact Target’s 2010 research, Twitter has the power to influence image, reputation, brand awareness across all interactive channels Active Twitter users want to influence others – daily Twitter users are continually looking for ways to increase their level of influence Followers represent the most influential online consumers – these consumers are 3x more likely than the average consumers to publish a blog at least once a month, submit product reviews, or comment on news stories in discussion forums Twitter’s reach is almost double its active user base – 23% of online consumers have created a profile in order to participate on Twitter, another 11% say they read other people’s Tweets even though they haven’t created their own account - Tweets now show up on search results on Google

25. Social Media Landscape 25 Build relationships on Twitter Listen for comments about the company or yourself Respond to comments and queries Ask questions Post links to things people would find interesting Retweet messages you would like to share Use a friendly, casual tone Don’t spam Add a Twitter button to a home page and encourage people to follow Include your Twitter feed in your personal or company LinkedIn profile

26. Social Media Landscape 26 Leverage the real-time nature of Twitter Get feedback - ask questions, float ideas, create a poll Search Twitter for comments if launching a product, new store or new campaign Respond to customer service issues quickly Discuss public issues the company is dealing with

27. Social Media Landscape 27 Measure the value of Twitter Focus on the quality of your engagement: do a gut-check of how things are going Monitor the quality of feedback and topics of discussion which can change over time Monitor questions answered, customer problems resolved and positive exchanges held Use specific coupon codes for deals through Twitter Review your followers to determine if there are any key influencers in the mix

28. Social Media Landscape 28 Facebook Facts Is a social utility that helps people communicate more efficiently with their friends, family and coworkers Has more than 500 million active users About 70% of Facebook users are outside the United States 50% of active users log on to Facebook in any given day Average user has 130 friends People spend over 700 billion minutes per month on Facebook There are over 900 million objects that people interact with (pages, groups, events and community pages) – the average user is connected to 80 community pages, groups and events Average user creates 90 pieces of content each month More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month.

29. Social Media Landscape 29 Facebook Pages A Facebook Page is a customizable online presence for an organization, product, or service to join the conversation with Facebook users The Page focuses on content posted by the Page administrators and Fans By leveraging the real connections between friends on Facebook, a Page lets Fans become brand advocates Posts will appear in the News Feed, giving Pages a stronger voice to reach Fans Monitor engagement using the Facebook Pages Insights tool To get started, download the Facebook Pages Product Guide: http://www.facebook.com/advertising/FacebookPagesProductGuide.pdf

30. Social Media Landscape 30 Facebook Pages Best Practices Set community expectations Provide cohesive branding Be up-to-date Be authentic Participate in dialog Enable peer-to-peer interactions Solicit a call to action

31. Social Media Landscape 31 Provide real value to followers Follow the 80/20 rule 80% - focus on knowledge transfer and customer engagement 20% - shameless self promotion

32. Getting Started 32

33. Getting Started 33 Set Objectives What do you want to achieve? Are your goals measurable? Whatever your strategy, make sure it integrates with your existing communications channels Start Listening Use Hootsuite to find out what customers are saying about your brand / service / products (if anything) Use Google Reader to get the latest buzz Use Google Alerts to monitor keywords for your brand / service / products Find out who the key influencers are in your industry - who are the people that come up the most? It’s WITH not INSTEAD OF ~Mitch Joel, Twist Image

34. Getting Started 34 Pick the Channels Based on where the conversation is, select the channels that make the most sense. You don’t need to be everywhere! Engage with Customers Follow influential bloggers, make commentary Showcase your expertise – use multimedia (text, podcasts, webinars, graphics, photos) Get the conversation started – and keep it going! Monitor Use various tools to track your progress Be prepared to respond in real time Adjust your strategy based on the flow of the conversation

35. Getting Started 35 Monitor where customers are in the sales funnel Your Blog Your Website Encourage Downloads/Signups Capture Customer Data Keep the Conversation Going

36. Measurement 36

37. Measurement 37 With any communications strategy, metrics need to be defined to track performance. You need to identify what success looks like. How are you going to measure success? What constitutes a failure?

38. Measurement Set Up Your Measurement Tools Facebook – Facebook Pages Insights Twitter – Hootsuite, Tweetdeck, Twitter Analyzer, Klout LinkedIn – analytics tied to your Company page Other Listening – Google Alerts, Google Reader Web traffic – Google Analytics Monitoring (volume, voice, influencers, brand references, content tone) – Radian 6, Alterian (these are paid services) 38

39. Measurement Sample performance metrics : Number of followers, fans, favourites, etc. Number of interactions (comments, posts, retweets, etc.) Post or article ratings Click-through rate (CTR) Conversion rate Percent of active contributors Time spent on site Bookmarks Feedback 39

40. Examples / Case Study 40

41. Examples - LinkedIn

42. Examples – Twitter / Facebook

43. Examples – Facebook / YouTube

44. Case Study - SHIPSERV

45. Case Study - SHIPSERV Background Image of being an impersonal software company Limited marketing budget and employee resources Low awareness of eCommerce as a shipping solution Customer base not early technology adopters Objectives Drive 50% more traffic to website in 3 months Raise awareness of brand in shipping industry Attract new sales leads Change focus from “shouting” at customers to “listening, engaging and inspiring”

46. Case Study - SHIPSERV Actions Conducted research Revamped website Created a blog Established a CRM scorecard Developed quarterly content plan Promoted original content through social media Created and promoted white papers through social media Created an online community group on LinkedIn Search Engine Optimization campaign

47. Case Study - SHIPSERV Results Website Website visitors increased by 59% Page views increased by 70% Average time on site increased by 25% Generated 1000 downloads of a white paper Community 378 members in LinkedIn group (today they are at 1206) 300 visitors to the blog 600+ views of company video LinkedIn and Twitter have gone to top 20 traffic sources Business Stats Increased contact to lead by 150% Increased lead-to-opportunity conversions by 50% Increased number of sales-ready leads by 400% Measurable increase in brand awareness

48. Media Perspective Marco Beghetto, Today’s Trucking 48

49. Closing Thoughts 49

51. Be boring

52. Post too infrequently / frequently

53. Underestimate time commitment

54. Neglect replies

56. Thank you! 52 Contact Info: Kim McWatt: kmcwatt@jankelley.com Peter Petch:ppetch@jankelley.com Marco Beghetto: marco@newcom.ca