Social media is a vital element of any B2B marketing strategy—especially given the need to build relationships over the course of long, complex sales cycles. See how B2B companies are demonstrating the value of social media and get answers to some of the key questions B2B marketers may have as they build programs to capitalize on that value.
Social Media-Palooza (Part II), by LeapFrog InteractiveLEAP
As an addendum to Part I, we take lessons learned and apply them to real-world business initiatives using social media. Learn if your company or organization is a prime candidate for Social Media Marketing and what steps to take when beginning a campaign.
Presentation compiled and presented by Michael Wunsch, VP of Client Services, and Emily Van Winkle.
Marketing to Women: What Every Brand Needs to Know, By LeapFrog InteractiveLEAP
LeapFrog Interactive, a digital advertising agency, partnered with the American Marketing Association and Pontiflex to present a webinar on Social Media Marketing to Women: What Every Brand Needs to Know. Women are an influential demographic, which cannot be overlooked. The webinar delves into how women act online, what their purchasing behaviors are, real-world examples, and how to market to women using email, social media, and more. Presenters include Emily Carroll, Manager of Strategic Planning + Consumer Insights; and Emily Van Winkle, Manager of PR + Communications.
Socializing Solutions: Tapping Social Media for Solutions SuccessRob Leavitt
Point of View document from Solutions Insights on how social media can support the development, marketing, and selling of high value business and IT solutions
Presentation made to the Spring Manufacturers Institute meeting at Green Valley Ranch in Henderson, Nev. on Sept. 26 on how the spring industry is using social media. It includes a survey of different social media platforms and recommendations.
Social Media-Palooza (Part II), by LeapFrog InteractiveLEAP
As an addendum to Part I, we take lessons learned and apply them to real-world business initiatives using social media. Learn if your company or organization is a prime candidate for Social Media Marketing and what steps to take when beginning a campaign.
Presentation compiled and presented by Michael Wunsch, VP of Client Services, and Emily Van Winkle.
Marketing to Women: What Every Brand Needs to Know, By LeapFrog InteractiveLEAP
LeapFrog Interactive, a digital advertising agency, partnered with the American Marketing Association and Pontiflex to present a webinar on Social Media Marketing to Women: What Every Brand Needs to Know. Women are an influential demographic, which cannot be overlooked. The webinar delves into how women act online, what their purchasing behaviors are, real-world examples, and how to market to women using email, social media, and more. Presenters include Emily Carroll, Manager of Strategic Planning + Consumer Insights; and Emily Van Winkle, Manager of PR + Communications.
Socializing Solutions: Tapping Social Media for Solutions SuccessRob Leavitt
Point of View document from Solutions Insights on how social media can support the development, marketing, and selling of high value business and IT solutions
Presentation made to the Spring Manufacturers Institute meeting at Green Valley Ranch in Henderson, Nev. on Sept. 26 on how the spring industry is using social media. It includes a survey of different social media platforms and recommendations.
Social Media for B2B - Social3i - School of Visual Concepts Dec 7 2011social3i
This deck was used as the foundation of a 7 hour workshop at Seattle's School of Visual Concepts on the uses of Social Media for B2B Marketing. It was presented by Social3i Consulting on Dec 7, 2011.
We at Cloudeo would like to share the best info about how to make use of the vast advantages the Internet offers for entrepreneurs with you. We put our minds to it and put our knowledge into a compact, easy to read electronic Quick Guide that you can download from our website — free of charge.
The first Quick Guide is about social media, and how to use it in your business. We will familiarize you with the different social media services, and help you build a set of social media guidelines for your company. Get a direct competitive advatange by clicking below.
Social Media Transformers in THE NEW FINANCIAL WORLD!!!Ahmed Buhazza
This presentation shows the financial sector trends and the importance of social media in regaining the customer confidence and trust, increasing the market share, streamlining the operation, reducing cost and generating profit. It also provides exposures over the innovative ideas utilizing social media and concludes with a high level technical and operational framework for the way forward. The financial sector can be considered as a model for other sectors, you will discover many useful ideas and practical practices when drilling and digging deeper into each sector.
Social Media Marketing Intro for Symantec PartnersSymantec
Social channels are seeing their user base grow every minute. With over 500 million daily active users on Facebook, 250 million monthly active users on twitter and 300 million users on LinkedIn businesses can longer ignore social.
Join Charlie Treadwell, Director Social Marketing at Symantec and learn:
- How to get started on Twitter, Facebook, LinkedIn and SlideShare
- Best practices on how to create content that engages with your customers
- Metrics to track your efforts on social
Leveraging social media in the enterprise context requires holistic enterprise architecture, IT and information management strategy, as well as alignment with corporate marketing objectives and planning.
Succeeding with Social Media (CASE SMC 12)Michael Stoner
This is the handout of a presentation that Bill Hayward (Slover Linett Strategies) and Michael Stoner did at the CASE Social Media and Community Conference in Chicago, IL, in April 2012. We report on findings from the 2012 CASE/mStoner/Slover Linett Survey of Social Media in Advancement.
Social Media for the Equipment Finance CompanySuzanne Henry
A presentation on how an equipment finance and leasing company may use social media and social networking for marketing and communications purposes. Findings from original grant research conducted in summer 2010 are included.
Web 2.0 and Social Media are revolutionizing the way companies interact with consumer and customers. Banks and financial institutions cannot avoid to innovate in those areas and this presentation shows some examples and ideas to start a discussion.
The Digital Future of Business between Companies - Models, best practices and...Casaleggio Associati
The new report “THE DIGITAL FUTURE OF BUSINESS BETWEEN COMPANIES” by Casaleggio Associati describes and analyzes business models, best practices and solutions developed by B2B companies, both through e-commerce activities, online marketing strategies and all that has been developed thanks to digital services and devices.
The second edition of the conference “THE DIGITAL FUTURE OF BUSINESS BETWEEN COMPANIES”, will be held in Milan in November 2017.
The conference “The Digital Future of Business between Companies” is an important occasion for meeting, networking and update for e-commerce operators, and companies interested in learning about the opportunities offered by internet and digital services for their industry.
MagNet 2017 - Social Media B2B Analytics session SO4Kim Latreille
The term Big Data is everywhere, and the amount of data available to businesses is vast and overwhelming. We are seeing more and more articles every day about business analytics, and how predictive analytics can provide insight with decision-making in operations that will lead to efficiencies.
Is that possible in publishing, and what does that have to do with social media? Social Media has provided us with more fluid customer data than we've ever had access to before. There is a massive amount of real-time user data being made available to publishers about their customers that they didn't have access to before. Is there value in social media data and predictive analytics in publishing beyond promotion? Once exclusive to marketing departments, social media analytical data is poised to become an integral driver in making business decisions. Join Kim Latreille, as she explains how to use predictive analytics, what can be gained from including a social media dataset and how to apply them to publishing, using a comparative case study of a social media business audit she developed for Wild Rose Brewery. And Haley Overland, who explains how analytics works for her as the Senior Editor of Social Media at Chatelaine.
Social Media for B2B - Social3i - School of Visual Concepts Dec 7 2011social3i
This deck was used as the foundation of a 7 hour workshop at Seattle's School of Visual Concepts on the uses of Social Media for B2B Marketing. It was presented by Social3i Consulting on Dec 7, 2011.
We at Cloudeo would like to share the best info about how to make use of the vast advantages the Internet offers for entrepreneurs with you. We put our minds to it and put our knowledge into a compact, easy to read electronic Quick Guide that you can download from our website — free of charge.
The first Quick Guide is about social media, and how to use it in your business. We will familiarize you with the different social media services, and help you build a set of social media guidelines for your company. Get a direct competitive advatange by clicking below.
Social Media Transformers in THE NEW FINANCIAL WORLD!!!Ahmed Buhazza
This presentation shows the financial sector trends and the importance of social media in regaining the customer confidence and trust, increasing the market share, streamlining the operation, reducing cost and generating profit. It also provides exposures over the innovative ideas utilizing social media and concludes with a high level technical and operational framework for the way forward. The financial sector can be considered as a model for other sectors, you will discover many useful ideas and practical practices when drilling and digging deeper into each sector.
Social Media Marketing Intro for Symantec PartnersSymantec
Social channels are seeing their user base grow every minute. With over 500 million daily active users on Facebook, 250 million monthly active users on twitter and 300 million users on LinkedIn businesses can longer ignore social.
Join Charlie Treadwell, Director Social Marketing at Symantec and learn:
- How to get started on Twitter, Facebook, LinkedIn and SlideShare
- Best practices on how to create content that engages with your customers
- Metrics to track your efforts on social
Leveraging social media in the enterprise context requires holistic enterprise architecture, IT and information management strategy, as well as alignment with corporate marketing objectives and planning.
Succeeding with Social Media (CASE SMC 12)Michael Stoner
This is the handout of a presentation that Bill Hayward (Slover Linett Strategies) and Michael Stoner did at the CASE Social Media and Community Conference in Chicago, IL, in April 2012. We report on findings from the 2012 CASE/mStoner/Slover Linett Survey of Social Media in Advancement.
Social Media for the Equipment Finance CompanySuzanne Henry
A presentation on how an equipment finance and leasing company may use social media and social networking for marketing and communications purposes. Findings from original grant research conducted in summer 2010 are included.
Web 2.0 and Social Media are revolutionizing the way companies interact with consumer and customers. Banks and financial institutions cannot avoid to innovate in those areas and this presentation shows some examples and ideas to start a discussion.
The Digital Future of Business between Companies - Models, best practices and...Casaleggio Associati
The new report “THE DIGITAL FUTURE OF BUSINESS BETWEEN COMPANIES” by Casaleggio Associati describes and analyzes business models, best practices and solutions developed by B2B companies, both through e-commerce activities, online marketing strategies and all that has been developed thanks to digital services and devices.
The second edition of the conference “THE DIGITAL FUTURE OF BUSINESS BETWEEN COMPANIES”, will be held in Milan in November 2017.
The conference “The Digital Future of Business between Companies” is an important occasion for meeting, networking and update for e-commerce operators, and companies interested in learning about the opportunities offered by internet and digital services for their industry.
MagNet 2017 - Social Media B2B Analytics session SO4Kim Latreille
The term Big Data is everywhere, and the amount of data available to businesses is vast and overwhelming. We are seeing more and more articles every day about business analytics, and how predictive analytics can provide insight with decision-making in operations that will lead to efficiencies.
Is that possible in publishing, and what does that have to do with social media? Social Media has provided us with more fluid customer data than we've ever had access to before. There is a massive amount of real-time user data being made available to publishers about their customers that they didn't have access to before. Is there value in social media data and predictive analytics in publishing beyond promotion? Once exclusive to marketing departments, social media analytical data is poised to become an integral driver in making business decisions. Join Kim Latreille, as she explains how to use predictive analytics, what can be gained from including a social media dataset and how to apply them to publishing, using a comparative case study of a social media business audit she developed for Wild Rose Brewery. And Haley Overland, who explains how analytics works for her as the Senior Editor of Social Media at Chatelaine.
Social Media Strategies - Presentation in English. Rahim Blak 2017Rahim Blak
In 2014 researchers from the Princeton University announced in the Guardian that Facebook will lose 80% of its users by 2017. Year 2012 - Facebook entered the NASDAQ stock exchange and became the highest valued listed company which has ever debuted. What mistakes did the researchers make in their hypothesis? I am inviting you to the presentation about strategies of the future social media marketing. Rahim Blak.
Social media is a vital element in the B2B marketing toolbox—especially considering the need to nurture prospects over long, complex sales cycles. Learn how you can develop meaningful relationships through social media—and ultimately convert followers to loyal customers.
Invoke Live: Social Networking - JUL2010 (Invoke)Sociatria.com
Un estudio sobre los hábitos de uso de los usuarios habituales de redes sociales centrado en Facebook, Twitter, su relación con las marcas, el papel de los smartphones... (en inglés)
This is a presentation given in Atlanta to a group of Chief Marketing Officers and Vice Presidents of Marketing that provided an overview of today's public relations landscape and the role that digital communications plays in it today. As we've seen, the social and digital media landscape has changed the way that organizations communicate, engage and gather their information. Take a look and provide your thoughts or even share some of your best practices!
A Social Media Primer Driving Better Engagement For Your EventsLumen Consulting
Events are by definition social, yet many companies are hesitant or uncertain how to leverage social media in their portfolio. Social media is transforming the way we network and communicate personally and in business. In this interactive session, we'll consider what differentiates this technology trend from other fads and look at the demographics of who is using social media. See how any size organization can use social media to build awareness, foster word of mouth, and deepen attendee engagement.
Are you busy or indispensible? Meaningful communications strategies in the di...Lars Voedisch
(Re-)Defining the role of PR: Integrating Communications with Your Business Strategy;
Determining the business value of social media PR and how to persuade management buy-in;
Creating impact: Are you busy or indispensible for your company?;
The future of PR: Current trends and challenges PR practitioners should be aware of
Teaching Social Media and Electronic Communication--Instructor EditionBovee and Thill
Tips and techniques for teaching social media and electronic communication in business communication and business writing courses.
A narration script is available under "Special Links" on the left-hand side of this page:.
http://boveeandthillbusinesscommunicationblog.com
After you've watched this video, visit these sites:
Order an Examination Copy of a Bovee and Thill Textbook
http://blog.businesscommunicationnetwork.com/texts
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http://pinterest.com/courtland_bovee/business-communication-pictorial-gallery-on-pinter
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http://www.scoop.it/u/courtland-l-bovee
Subscribe to Bovee and Thill's Online Magazine Newsletter
http://forms.aweber.com/form/51/1667406951.htm
Visit Bovee & Thill's Business Communication Blog at http://blog.businesscommunicationnetwork.com
Visit Bovee & Thill's YouTube Channel at http://www.youtube.com/BoveeandThill
Bovee and Thill on Twitter
https://twitter.com/BoveeThill_Blog
Connect with More Than 1,443 Instructors in This LinkedIn Group: Teaching Business Communication
http://www.linkedin.com/groups/Teaching-Business-Communication-2806782?trk=myg_ugrp_ovr
Connect with More Than 1,086 Instructors on Facebook: Teaching Business Communication
https://www.facebook.com/TeachingBusinessCommunication
Can Your Business Communication Textbook Pass This Google Test?
http://www.scoop.it/t/exclusive-teaching-resources-for-business-communication-instructors/p/4003411891/can-your-business-communication-textbook-pass-this-google-test
Can Your Business Communication Textbook Pass This Simple Technology Test?
http://bchn.businesscommunicationnetwork.com/wp-content/blogs.dir/global/text_compare/checklist_tech.php
See Why Bovee and Thill Are the Undisputed Leaders in Technology Coverage
http://bchn.businesscommunicationnetwork.com/wp-content/blogs.dir/2/bchn.downloads/Undisputed_Leaders.html
Why Bovee and Thill Textbooks Set the Standard by Which Other Textbooks Are Judged
http://www.slideshare.net/Bovee/why-novee-and-thill-set-the-standard
Social Media and Electronic Communication--Classroom EditionBovee and Thill
Students can learn about social media and electronic communication in this presentation. Be sure to download the accompanying script at http://www.slideshare.net/Bovee/script-for-teaching-social-media-and-electronic-communicationclassroom-edition.
http://www.scoop.it/t/business-communication-2-0-social-media-and-electronic-communication/p/952303710/teaching-social-media-and-electronic-communication-instructor-edition-by-bovee-thill
Connecting Brand to Demand with Customer-Centric ContentCarmen Hill
Demand is not something that emerges only after you have created brand awareness—and it doesn’t begin and end with a lead-gen form. It starts with a person’s first experience with your business and, with content as a driver, builds momentum with each experience that follows.
Learn how your content can build a bridge from brand to demand—and beyond—as Chill Content Principal Carmen Hill shares real-world examples and practical tips for creating a customer-centered content strategy.
Earning & Keeping an Engaged Audience in the Age of 'Content Shock'Carmen Hill
It’s official: Content marketing has crested the peak of the digital marketing hype cycle and is now clawing its way out of the “trough of disillusionment.” Businesses are publishing more content, more often, on more platforms than ever before, which has created a state of content overload—a phenomenon that’s been called “Content Shock.” There's simply more content than our audiences have the time or interest to consume. Our content is not up against our competitors' content; we're vying for attention in a sea of cute kittens and screaming goats.
Content marketing may not be the shiny new thing it was a few years ago, but as digital continues to blur the lines between traditional earned media and other marketing programs, content is still a critical element in any communications strategy. In this session led by content marketing veteran Carmen Hill, you'll learn practical insights and advanced techniques for developing a content strategy that rocks—even in the age of Content Shock. (CommCon 2018 – PRSA Oregon)
A Brief History of the Future: Marketing Like a Human in an Age of Bits & BotsCarmen Hill
A look at what we might expect from marketing in 2025, as millennials dominate the workforce and the digital natives of Generation Z graduate from college and begin their careers. Presented to a conference focused on continuing legal education (ACLEA), this talk looks at the future through the lens of law firm marketing. Marketers are always chasing the latest technology to reach consumers, but those same consumers always find new ways to filter marketing out: from the mute button to ad blockers. No matter what kind of technology is available in 2025, the best marketing will still be built on human-to-human relationships.
How to Rock Content Marketing in the Age of 'Content Shock'Carmen Hill
Business communicators have been doing content marketing, in one way or another, since we’ve been doing marketing. But digital technologies and social media have changed the game. We’re now under pressure to produce, distribute and measure more content, more often on more platforms than ever before. Our content isn’t just vying for attention with the other guy’s white paper; it’s competing with cute kittens and screaming goats. And even though businesses are dedicating about a third of their marketing budgets to content, most of us still don’t have enough time or resources to keep up. In this presentation for the Omaha, Nebraska IABC Communicators Camp, Carmen Hill shares the latest content marketing trends, along with ideas for focusing your content strategy and standing out in the stream. Content marketing may be at the peak of the hype cycle, but it’s never too late to learn a few new tricks.
In B2B marketing we've got funnels and waterfalls, channels and verticals. But none of that matters until you hook someone with a big idea. So is B2B is the same as B2C? It depends on who you ask. See what 10 leading B2B experts say.
The first impression a B2B buyer has of your brand is likely to be on their smartphone or tablet. And it’s not enough to squeeze your full-size experience onto a smaller screen. A mobile-first mindset is now mandatory.
What Content Strategists Can Learn from the MoviesCarmen Hill
Whether it’s Bridget Jones in pursuit of Mark Darcy or Monty Python on a quest for the Holy Grail, film protagonists are on a journey—and so are your customers. Look beyond the spreadsheets, diagrams and content management systems that are the tricks of your trade and learn how to apply the principles of film narrative to shape the buyer’s online journey.
Encryption in Microsoft 365 - ExpertsLive Netherlands 2024Albert Hoitingh
In this session I delve into the encryption technology used in Microsoft 365 and Microsoft Purview. Including the concepts of Customer Key and Double Key Encryption.
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Smart TV Buyer Insights Survey 2024 by 91mobiles.pdf91mobiles
91mobiles recently conducted a Smart TV Buyer Insights Survey in which we asked over 3,000 respondents about the TV they own, aspects they look at on a new TV, and their TV buying preferences.
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
Connector Corner: Automate dynamic content and events by pushing a buttonDianaGray10
Here is something new! In our next Connector Corner webinar, we will demonstrate how you can use a single workflow to:
Create a campaign using Mailchimp with merge tags/fields
Send an interactive Slack channel message (using buttons)
Have the message received by managers and peers along with a test email for review
But there’s more:
In a second workflow supporting the same use case, you’ll see:
Your campaign sent to target colleagues for approval
If the “Approve” button is clicked, a Jira/Zendesk ticket is created for the marketing design team
But—if the “Reject” button is pushed, colleagues will be alerted via Slack message
Join us to learn more about this new, human-in-the-loop capability, brought to you by Integration Service connectors.
And...
Speakers:
Akshay Agnihotri, Product Manager
Charlie Greenberg, Host
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
Key Trends Shaping the Future of Infrastructure.pdfCheryl Hung
Keynote at DIGIT West Expo, Glasgow on 29 May 2024.
Cheryl Hung, ochery.com
Sr Director, Infrastructure Ecosystem, Arm.
The key trends across hardware, cloud and open-source; exploring how these areas are likely to mature and develop over the short and long-term, and then considering how organisations can position themselves to adapt and thrive.
Accelerate your Kubernetes clusters with Varnish CachingThijs Feryn
A presentation about the usage and availability of Varnish on Kubernetes. This talk explores the capabilities of Varnish caching and shows how to use the Varnish Helm chart to deploy it to Kubernetes.
This presentation was delivered at K8SUG Singapore. See https://feryn.eu/presentations/accelerate-your-kubernetes-clusters-with-varnish-caching-k8sug-singapore-28-2024 for more details.
Builder.ai Founder Sachin Dev Duggal's Strategic Approach to Create an Innova...Ramesh Iyer
In today's fast-changing business world, Companies that adapt and embrace new ideas often need help to keep up with the competition. However, fostering a culture of innovation takes much work. It takes vision, leadership and willingness to take risks in the right proportion. Sachin Dev Duggal, co-founder of Builder.ai, has perfected the art of this balance, creating a company culture where creativity and growth are nurtured at each stage.
2. A Compelling Case for B2B Social Media
• B2B companies that blog generate 67%
more leads/month than those who don’t.1
• 41% of B2B companies are acquiring
customers through Facebook.2
• Social media helps B2B marketers improve
search results.3
1 Hubspot, State of Inbound Marketing Lead Generation Report, 2010
2 Hubspot, State of Inbound Marketing Report, 2011
3 BtoB Magazine, July 2010
2
8. Yes...and No.
“B2B relationships are
fundamentally not about
companies but about people.”
— Karen Quintos, Sr. VP and CMO, Dell Inc.
8
9. Business People Are Still People.
86% of business technology
buyers use social media
during work.
Source: Forrester 2011 B2B Social Technographics Report
9
10. And They Don’t Just Sit on the Sidelines.
32% of business technology
decision makers are content
creators.
Source: Forrester 2011 B2B Social Technographics Report
10
11. Key Differences in B2B
• Longer, more complex buying cycle
The average sales cycle has increased 22% over
the past 5 years due to more decision makers
involved in the buying process.1
• Multiple stakeholders
The higher the price tag, the more people are
involved in the purchase decision.
• Relationships are critical
Professional reputations are at stake; buyers
need to trust you.
1 SiriusDecisions
11
12. Where Should You Be?
• Identify the best networks
for your business
12
13. Which Social Networks Do IT Buyers Use?
80%
70%
60%
50%
40% Professional
Personal
30%
20%
10%
0%
LinkedIn Facebook Twitter YouTube
Source: 2010 and Fall 2011 Social Media At Work Studies, UBM TechWeb
13
14. How IT buyers Use Social Networking Sites
59% To learn about new products, services
47% To seek advice from peers about
technology purchases
42% To learn about new companies/brands
Source: 2010 and Fall 2011 Social Media At Work Studies, UBM TechWeb
14
15. But buyers and marketers
aren’t always on the same page…
15
16. Top Social Networks for B2B Buyers
5%
9%
16% Forums
49%
Communities
Blogs
LinkedIn
Facebook
28%
Twitter
30%
Source: Forrester 2011 B2B Social Technographics Report
16
17. Top Networks for B2B Marketers
7%
13% 26%
LinkedIn
Facebook
Blogs
14% Communities
Twitter
YouTube
20%
19%
Source: Emerging Trends in B-to-B Social Media Marketing, Insights from the Field, BtoB Magazine
17
18. Who Are Your Influencers?
• Find your tribe…and go where
they go.
18
33. What Are the Secret Ingredients?
• Relevant content
• Trusted relationships
33
34. “No matter what business you are in, buyers
are constantly seeking information…. They are
not waiting for just the right campaign to
come along and solve all their problems
with an offer they can’t refuse.”
—Michael Brenner, Sr. Director, Global Integrated Marketing at SAP
34
47. But seriously…
When your clients or boss ask
about the ROI of social media,
what are you going to say?
47
48. Start with Strategy: Goals & Objectives
Awareness: Increase number of unique visitors by 50%
Lead generation: Increase webinar registrations by 40%
Sales: Increase channel sales by 30%
Customer support: Reduce call center costs by 20%
48
49. Metrics: Converting Followers to Customers
Contract renewals Page views
$ Up-sell Referring URLs
Cross-sell Inbound links
Unique visitors
Loyalty Awareness Followers
Customer support
Tweets, RTs and @replies
Community
Likes, +1s, shares, embeds
Social bookmarks
$ Sales Lead Gen
Downloads Share of voice
Registrations Sentiment
Subscriptions Influence
49
Source: Social Media Today, “Five Awesome B2B Social Media Statistics” by Chad WiebesickAugust 25, 2011
A 3D Game – More than 20,000 network engineers learned as they played a 3D game, wherein they “defended the network” using the ASR. (Research shows that 17% to 18% of IT professionals play games online every day.) Top scorers went on to a championship round with the winner bagging $10,000 plus a router.“If they’re playing games, that’s how they want to engage and that’s who they are,” Brill said. “How do we make that applicable to what they do at work?”Results:9,000 people attended the social media product launch event – 90 times more attendees than in the pastSaved 42,000 gallons of gasNearly three times as many press articles as with traditional outreach methodsMore than 1,000 blog posts and 40 million online impressionsA Leading Lights award for Best MarketingOne-sixth the cost of a traditional launch
2.5 million-membersSCN gets about 1.5 million unique visitors per month and as many as 6,000 posts a day, posted to more than 350 discussion forums.5,000 bloggers…Only about 2% of the community’s members work for SAP.Building and maintaining a healthy community on the scale of the SCN is expensive, so there is unavoidable pressure to demonstrate value to management. "One of our KPI’s is driving activity to webinars and that turns into real pipeline opportunity dollars traceable back to activity in the community," says Rodgers. In effect, the community acts like a media channel, supporting other marketing efforts and ultimately, top-line sales.SAP set up an online store called SAP EcoHub that started within the community and is now an increasing channel that drives real leads and revenue.
Shoretel or Avaya? Time for a new phone system very soon.” In this case the nurturing process was a mere 13 days. It was about paying attention…this buyer was already well into “the funnel.” Avaya simply responded to exactly the right person at exactly the right time.
One reason we know about these success stories is because they are extraordinary. Strategy and flawless execution are important, but so is serendipity. You can’t simply set up a Twitter monitoring program and expect to score a quarter million dollar sale two weeks later. On the other hand, serendipity needs a venue—and a trigger. If you’re not there…it won’t happen.
Quote from the Foreword to “Social Marketing to the Business Customer” by Paul Gillin and Eric SchwartzmanKaren says “ B2B relationships are about being helpful…the best marketing is the kind that helps people to be successful.”
This includes blogging, publishing websites, video, audio/music, and articles or stories.
Identify the best networks for your business and go where your audience is already spending time.
As noted a few minutes ago, 86% of business technology buyers use social media during work. But which ones?Others that aren’t even listed here may be even more relevant to your audience: SlideShare, Scribd, user forums, communities, etc.
HOW B2B buyers use social media (at least while they’re working) may be different…keeping in mind that the same people who are B2B buyers in their professional roles are also B2C buyers in their personal lives.Corporate blogs show the most action: 1/3 contacted a tech vendor for more information after visiting a blog. 1/5 visited a recommended web site for technology information after going on Facebook.
The “Forrester Q1 2011 U.S. & European B2B Social Technographics Online Survey for Business Technology Buyers,” by Forrester senior analyst Kim Celestre points up some misalignment between where marketers are spending the most time and money…and where tech buyers are spending the most time. Buyers are using other social networks, such as user forums and communities (professional social sites not including LinkedIn or FB) to make purchase decisions…which are more difficult for marketers to participate in.This just goes to show that you need to understand YOUR customers and prospects and respond accordingly: As Kim Celestre, Forrester analyst and author of the Social Technographics report said in an interview with B2B magazine:Marketers need to understand customer social behaviors. We found that 86% of business technology buyers use social media during work. Business technology buyers are very social in how they interact with peers and go to online sources to get information. So knowing that and diving deeper to get an understanding of customer preferences will help the technology marketer start getting really strategic.It will be interesting to see what recent changes in Facebook mean for marketers as well as the roll-out of Google Plus for businesses…
Respondents in the BtoB survey said social sites are useful overall in supporting branding efforts, although different channels are considered to have their own unique strengths. LinkedIn, for example, was cited primarily for supporting lead generation, Facebook was considered strong in promoting products and events, and Twitter was noted for its website traffic-building qualities.Have to weigh costs, benefits of investing in forums and communities, versus using a platform that is already built. So how do you know which networks are right for your business? Well, that depends on your audience…and where they are already spending their time. Which brings us to…
Today’s reality
SiriusDecisions blog post:In our study of senior-level buying habits, we wanted to know where the typical CXO (e.g. CEO, CFO, CIO) goes to get educated during a purchasing decision he/she is involved in. Here are the primary sources:25 percent use the Internet22 percent leverage an external peer22 percent rely on internal colleagues20 percent utilize an industry analyst11 percent join social media communitiesBottom line: By the time salespeople are knocking on the door at “mahogany row,” that CXO they are calling on has done a good deal of research online; in fact, these leaders have probably already begun to build not only a vision of what their needs are, but also what the possible solution looks like.
And of those who do register, the majority will not provide a correct phone number. (MarketingSherpa)So you have to engage, nurture and manage contacts in different ways…“Sales cannot step in and educate your audience until the audience is willing to hear from sales,” says my colleague Eric Wittlake, senior media director at Babcock & Jenkins. “Based on these figures, somewhere between 98% and 99.8% don’t want to hear from sales even though they’re interested in your information. You need to let the content do the selling.”
Go where they are and provide the valuable information they’re looking for.
Monitor the channels where your audience spends time and look for opportunities to engage.
Janrain, for example, enables you to have visitors sign in via their preferred social network…or even salesforce…and have their activity tracked and added to a single, integrated data record.
In a #b2bchat one of the participants touted the value of social media for content registration: they enable users to register for webinars and white papers through Facebook & Twitter, and 5-10% of registrations come from SM. (no twitter handle in the recap)
Integrate social media into your marketing mix…not instead of but in addition to email and other outbound tactics.And, according to SiriusDecisions, following up with social touches can ultimately lift response by 20-30%.
“No matter what business you are in, buyers are constantly seeking information to either grow their revenue, reduce their costs or eliminate risks. They are not waiting for just the right campaign to come along and solve all their problems with an offer they can’t refuse.”Blogs and relevant user communities are popular and influential because of peers…and CONTENT. The awesome Ann Handley did a whole webinar on content earlier in this series, so I won’t go into too much detail on content here…except to show how content fits into your B2B social media strategy.
Social media, content, and the B2B Buyer’s JourneyIdentify goals and objectives…don’t expect social media to address all of them at once or in the same way.All social content needs to be created with two thoughts in mind. Does this show a prospect how their business need can be solved, and would they be willing to share this with other connections online? (Jeffrey L. Cohen, Social Media B2B)
Identifying a need or problem.
Relevant, engaging content drawing attention to a problem or need…Then making it easy to share…email, social networks, embed it in your own site or blog…or even watch it with your friends or colleagues in a Google+ Hangout!
Identifying a solution.
Making a short list of vendors and moving toward a decision.
Making a short list of vendors and moving toward a decision.
At many companies insisting on ROI is code for fear. I want to know why the CFO holds social networking to a different standard than other things the company does like give BlackBerrys to salespeople. I've asked hundreds of management teams to show me the ROI calculations on salespeople's' Blackberry provision and zero do it. So why hold another form of communication to a different standard?
Now this is real crowd pleaser at conferences or book signings…
Flowtown even made a pretty awesome infographic out of it…
You need metrics you can track and act on.
In order to measure success, you have to define what success looks like…and identify metrics for success
This just begins to scratch the surface: You could spend an entire 60-minute webinar talking about ROI and social media metrics. Whole books have been written about it! To dig a little deeper, I recommend the book Social Marketing to the Business Customer by Paul Gillin and Eric Schwartzman. Ultimately, the R in ROI is about money…but as Paul and Eric write in their book…with the right data, you can often correlate softer metrics such as awareness and sentiment to hard outcomes such as increased sales.Is your audience responding? How much time do they spend on your site or with your content?Do they click through to the next level?Does a prospect that engages with your content eventually buy something?Would they recommend your product or service to a colleague?