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![First steps all businesses could take Have a section on your website, FB, twitter, Greader/Buzz: “Links [company name is reading]” Allow anyone to post Aggregate news from other sites on to your site Give your short opinion / analysis Create a corporate blog Allow anyone in the company to post Discuss what’s going on in your organization (30%), wider industry news (70%) Comment on blogs (leave a footprint) Answer / ask LinkedIn questions](https://image.slidesharecdn.com/b2b-100220042803-phpapp01/85/Social-Media-for-B2B-64-320.jpg)
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Social Media for B2B
- 1. B2B Social MediaUsage Amit Klein Jan ‘10
- 2. Group Discussion: SocialMedia is more effective for B2C then B2B companies
- 3. B2B vs. B2CLonger sales cycles Multiple people involved in decision making Longer / stronger relationships Fewer customers More $$$
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- 5. Grasshopper – GeneratingAwareness Provides phone services for small business Targeted 5,000 influential business leaders, bloggers, politicians Sent each a package with chocolate covered grasshoppers and a link to a video
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- 10. Cree Lighting –Leads
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- 12. Cree – GeneratingLeads
- 13. Cree – GeneratingLeads
- 14. B2B By theNumbers
- 15. Maintained company-related profileson social networks: B2B: 81% B2C: 67% Participate in Twitter: B2B: 75% B2C: 49% Host blog: B2B: 74% B2C: 55% Monitor brand mentions: B2B: 73% B2C: 55% Engage in discussions: B2B: 66% B2C: 43% Participate in Q&A sites such as Yahoo Answers, LinkedIn, forums: B2B: 59% B2C: 44% Upload content (social objects) to Social Networks: B2B: 50% B2C: 32% Manage a community dedicated to customers or prospects: B2B: 49% B2C: 51% Monitor/support user ratings and reviews: B2B: 49% B2C: 51% Produce Webinars or podcasts: B2B: 46% B2C: 22% Source: business.com
- 16. Why engage inSocial Media? Use social media to: Improve Reputation / Authority Increase Brand Awareness / Reach Build Relationships / Engagement While achieving business objectives: Sales Advertising PR Customer Service Market Research HR Communication / Collaboration
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- 19. Agenda How toListen Creating content Becoming an authority The future First steps
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- 21. What should youlisten to? From Radian6: Who’s talking about us and what are they saying? Is our brand being reflected on the web the way we’d like it to be? Are we keeping up with and aware of our competition? Who are the influential voices in our industry? Where is our community hanging out online?
- 22. What should youlisten to? 1. Your company 2. Your products / names of key people 3. Your competitors 4. Keywords related to your industries
- 23. What should youlisten to? 1. ResellerClub, Reseller Club, R Club, Directi 2. Supersite, Shridhar Luthria, Bhavin Turakhia 3. Tucows, OpenSRS, eNom, GoDaddy, Wild West 4. Domain reseller, bulk hosting, web hosting reseller, bulk domains, wholesale domains, etc…
- 24. How Free SocialMention,Trendrr, Google Blog Search, Google Alerts, Twitter Search, etc… Paid - Radian6, Visible Technologies,
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- 26. Listening Tools FreeGoogle Blog Search, Google Alerts, Twitter Search, SocialMention, Trendrr, etc… Paid (cheapish – tens USD/month) - SocialSeek, ViralHeat, Trackle Paid (expensive – hundreds USD/month) - Radian6, Techrigy, Scout Labs, Visible Technologies, SentimentMetrics
- 27. Listening Tools -SocialMention
- 28. Listening Tools -Trendrr
- 29. Listening Tools -Trendrr
- 30. Listening Tools -Paid Source indexing Real time Segmentation (region, keyword, source) Influencer analysis Workflow Export to CRM Combine with traditional analytics tools
- 31. Listening Tools –Radian6
- 32. Listening Tools –ScoutLabs
- 33. But what ifno one’s talking?
- 34. Create Content BlogPosts Tutorials Presentations White Paper Tweets Ask questions Create groups Branded Communities
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- 37. Creating Content -Whitepapers
- 38. Creating Content -Blogs
- 39. Creating Content -Twitter
- 40. Creating Content -Video
- 41. Establishing Authority Appealto a wider audience then just your customers Become a destination for anyone looking to learn more about your niche/industry No one wants to join Sandeep’s Rug Store fan page, create “I love Persian Rugs” page on FB 70% content about the industry, 30% info about your products Be transparent on who you are, be human, be likable, admit mistakes Leads / sales will follow
- 42. Tools The toolsmight change over time. Today you can use these tools to achieve your business objectives: Twitter Facebook Branded Communities Youtube SlideShare LinkedIn
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- 47. Group Discussion: Whatare the pros & cons of using FB/Twitter vs. a branded community
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- 51. LinkedIn - Groups Very targeted Don’t need huge numbers Find out what people are talkin’ about: pain points in industry, competitors, key people, etc…
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- 54. Purchasing ads Targetingbased on Demographic / Profile info LinkedIn / FB
- 55. The Future –Social Search
- 56. Social Search Thereare certain searches where Google Fails: Best hotel in Mumbai Should I go to business school? Which DSLR camera should I buy?
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- 59. Social Search Movingaway from static search More and more the pages we visit on the web are dictated by recommendation Twitter / Aardvark / Google (social) / LinkedIn Conversations & recommendations will play an increasing important role Critical to have conversations around your brand / leave a footprint
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- 63. First steps allbusinesses could take Find out where the conversations are happening (forums, blogs, twitter, etc…) Find out who are the biggest influencers Jump in but don’t spread yourself to thin… pick one or two channels Join the conversation, ask questions, retweet, highlight other people Be yourself - inject your own personality Be human, give your real name, bio, photo
- 64. First steps allbusinesses could take Have a section on your website, FB, twitter, Greader/Buzz: “Links [company name is reading]” Allow anyone to post Aggregate news from other sites on to your site Give your short opinion / analysis Create a corporate blog Allow anyone in the company to post Discuss what’s going on in your organization (30%), wider industry news (70%) Comment on blogs (leave a footprint) Answer / ask LinkedIn questions
- 65. Resources socialmediab2b.com briansolis.combusiness.com blogs.forrester.com
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Editor's Notes
- #4 Use same keywords tool
- #6 Use same keywords tool
- #16 North America business owners This the how slide
- #17 No different then B2C motivations are the same… more emphasis on Reputation/Authority This is the why
- #19 Still imature, web traffic is the easiest metric but not the most useful… all brands want to measure revenue
- #20 Guys is having more fun then everyone else
- #22 Regardless of if you are B2B / B2C, you gotta be listening… before you contribute, you should try
- #23 Regardless of if you are B2B / B2C, you gotta be listening… before you contribute, you should try
- #24 Use same keywords tool
- #25 sentiment
- #26 Regardless of if you are B2B / B2C, you gotta be listening… before you contribute, you should try to identify the
- #27 More expensive tools provide more analysis in determining importance of mentions, sentiment and trends If you’re dell you can’t listen to the 50k mentions daily
- #31 If you’re dell you can’t listen to the 50k mentions daily
- #35 More expensive tools provide more analysis in determining importance of mentions, sentiment and trends
- #37 More expensive tools provide more analysis in determining importance of mentions, sentiment and trends
- #38 Webchutney – Indian digital outlook report
- #39 More expensive tools provide more analysis in determining importance of mentions, sentiment and trends
- #40 More expensive tools provide more analysis in determining importance of mentions, sentiment and trends
- #41 More expensive tools provide more analysis in determining importance of mentions, sentiment and trends
- #42 Crazy targeted No one’s gonna join Sandeep’s Rug Shop fan page… come up with soemthing wider then your audience
- #43 More expensive tools provide more analysis in determining importance of mentions, sentiment and trends
- #44 Human interest Talking to people
- #45 Capturing leads
- #46 Amex Open forum Poll quizzes Slight branding Why do they do this?
- #47 Amex Open forum Poll quizzes Slight branding Why do they do this?
- #48 Gaurav Mishra – use branded communities to ignight passion, use Twitter/FB to scale
- #49 More expensive tools provide more analysis in determining importance of mentions, sentiment and trends
- #50 Branded pages , Leadsher
- #51 Basically an RFP, even if you don’t recommend yourself give a good answer, this guy will remember you in the future, other peple with similar problems will find your answers… does the best answer thing help? Maybe…
- #52 Crazy targeted No one’s gonna join Sandeep’s Rug Shop fan page… come up with soemthing wider then your audience
- #53 Basically an RFP, even if you don’t recommend yourself give a good answer, this guy will remember you in the future, other peple with similar problems will find your answers… does the best answer thing help? Maybe…
- #55 More expensive tools provide more analysis in determining importance of mentions, sentiment and trends
- #57 Best hotel in mumbai Should I go to business school What kind of camera should I buy What do I get my girlfriend for valentines day
- #58 What camera should I but
- #59 What camera should I but
- #60 What camera should I but
- #64 Regardless of if you are B2B / B2C, you gotta be listening… before you contribute, you should try
- #65 No different then B2C motivations are the same… more emphasis on Reputation/Authority
- #66 No different then B2C motivations are the same… more emphasis on Reputation/Authority