18. B2B SOCIAL MEDIA
Presented by: Lauren McCadney
Twitter: @lmccadney
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19. HOW WE VIEW SOCIAL MEDIA
• Word of Mouth on Steroids
• Departments across the company are leveraging
• From a marketing perspective, it can be used to
impact every stage of the brand funnel:
»Awareness
»Consideration
»Purchase
»Recommend
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20. THERE IS NO SILVER BULLET
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21. ONE SIZE DOESN’T FIT ALL
Sales Brand Building
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22. ONE SIZE DOESN’T FIT ALL
Customer
Customer Care Engagement
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23. CASE STUDY: CUSTOMER ADVOCACY
Objective:
–Generate product reviews as part of an
integrated marketing communications plan
to launch a new product (Symantec Backup
Exec)
–Begin a long-term engagement with CDW
advocates
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24. CUSTOMER INSIGHT
Most Influential in
Learning About IT Trust in Traditional Media
Providers is Declining
Personal Experience 26% 3 out of 4 Consumers
Colleague Advice 16% Don’t Trust Traditional
Search Engines 8% Media
Source: CDW IT Decision-Maker Media Usage Study 2010 Source: Forrester Research
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25. PROGRAM EXECUTION
Two-step Review
–Rate Symantec
–Rate CDW
Email
Banner Ads
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26. PROGRAM RESULTS
Review Capture
– Survey Completion 45%
– Identified Advocates 46%
– Review Completions 17%
Landing Page Performance (*3 Month Period)
Content % of Total Clicks
Videos 33%
Product Reviews 28%
Calculators 20%
Whitepapers 18%
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27. ADVOCATE AMPLIFICATION
Product
Education
Brand
Direct Mail Call
to Action Reviews Consideration
Message
Reinforcement
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28. TAKE-AWAYS
• Advocates are willing to share their thoughts
• Reviews = Reality Marketing
• What the market says is more sought after
than what the advertiser says (in some
cases)
• Critical Mass is a long road, but you can’t get
to the destination if you don’t start
• There is no silver bullet
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29. How to Make Social Work in B2B
Rob Fuggetta, Founder & CEO
December 7, 2010
30. #1 B2B Social Marketing Priority:
Energizing Advocates
Source: Forrester May 2010 US Interactive Marketing Survey
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32. What’s a Brand Advocate?
Highly-satisfied customers and others
who pro-actively recommend brands or
products without being paid to do so
4
33. Brand Advocates: Unique Segment
Pro-active
Brand recommenders
Advocates
Loyal Customers
(1 in 5 are Detractors)
Fans, Followers
(May not be Advocates)
5
34. Ask the “Ultimate Question”
“How likely are you to recommend our brand or
product to a friend or colleague?”
Detractors Passives Advocates
0 1 2 3 4 5 6 7 8 9 10
Extremely Very likely
Unlikely
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35. An Army of B2B Advocates
80%
71% 71%
70% 68%
60%
60%
52% 53%
48% 49%
50% 46%
40%
30%
20%
10%
0%
Computer Telecoms, Fin Services Software Software Telecoms Software Vacation eMail
retailer cable Rentals Marketing
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