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Social Marketing to B2B vs B2C: What's the Difference?

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A quirky look at some differences between B2B and B2C Social Marketing, and opportunities to enhance touch-points along the Customer Decision Journey. Presented at Social Media Marketing in Feb/2012.

Published in: Business, Technology

Social Marketing to B2B vs B2C: What's the Difference?

  1. 1. Social Marketing toBusiness vs Consumers:What’s the difference? Ruth Bastedo Group Head, Director, Client Strategy and Innovation r uth.bastedo@socialmediagroup.com
  2. 2. What is the overlap between a B2Bapproach and B2C approach to socialmarketing ?Is it as simple as LinkedIn vs Facebook?What about influencer outreach ?Why is content marketing so hot?And what is “out of the park” going tolook like in the near future?
  3. 3. B2B vs B2CCirca 2012What does thisshoe symbolize toyou- fashionor power? Check out shoe on Bluefly
  4. 4. Is it fish or fowl?“Many firms youd typicallythink of as B2C actually haveB2B efforts in place as well…running in parallel, using manyof the same tools andcapabilities they have in placefor their B2C efforts.” Paul’s Post
  5. 5. B2B Marketing B2C MarketingTend to be smaller, more Tend to be larger targetspecialized target markets marketsComplex solution- more More product oriented, less“consultative” selling “consultative”Generally smaller above the Larger “above the line”line advertising/marketing advertising budgets= morebudgets= well known brandsLess well known brandsLonger sales cycle Shorter sales cycleCan be very relationship Relationship tends to be withoriented- longstanding sales the product- not sales person!relationshipsLess personal, more “value Very personal, ties intodriven” personal ideas of status, self image, peer group etc.
  6. 6. B2B vs B2CWhat is the same? Both B2B andB2C customers go through atough decision journey
  7. 7. This might look like this…Harvard Business Review, Spotlight on Social Media and The New Rules of Branding: “Branding in a Digital Age” by David C. Edeleman
  8. 8. Both B2B and B2C Customers Consider/BuyEvaluate/Advocate Bond
  9. 9. The fact is,A CustomerIs Always APerson
  10. 10. This is what is going to workbest with a “Person”:To market to him or her, inaccordance with his/her ownworldview, tastes, interests,life stage, unique set of needsand life experiences.
  11. 11. ExampleThis is a green stove that I “like”,among other things…
  12. 12. How would I use thisinformation, if I weremarketing a B2B product?Some B2B companies arestarting to actively segmentcustomers. Check out thiswomen’s business eventhosted by Dell- I attended lastweek…
  13. 13. There are more potentialtouch-points than ever beforealong the Customer DecisionJourney.And ways to deliver an almost1:1 marketing message, offerand customer experience.
  14. 14. So what does this mean to ALL social marketers?
  15. 15. Point 1Emerging Reality: It’s going to beincreasingly helpful to understandyour Customer Decision Journey.And how it is expressed in thedigital environment.A map will be a valuable tool.
  16. 16. quaero.csgi.com/writable/files/mapping_customer_journey.pdfhttp://experiencematters.wordpress.com/2009/03/03/legos-building-block-for-good experiences/
  17. 17. Point 2Understand who your customersare as people: Invest in tools thatwill help you deeply understandyour customer segments. http://microstrategy.com/Social-Intelligence/Enterprise/
  18. 18. Point 3Focus on relevant touch-points:Where will they emerge?Facebook? LinkedIn? Google Plus?Twitter? Microblogs?Will the touch points be on paidchannels? Blogs?Try to understand this.
  19. 19. Point 4Develop a content marketingstrategy: Base this on the right mixof touch-points, contenttypes, formats and channels.And develop great content assets.
  20. 20. http://www.marketingprofs.com/charts/2011/4972/content-fuels-social-media- interaction#ixzz1ajFMDisA
  21. 21. Point 5Make it a point this year to try andunderstand what Google is doing:Remember, if your customer can’tfind it, it doesn’t exist.
  22. 22. “Google is insisting upon making its new social layer a pervasive, personaliz ed filter for the whole Google experience” Jon Mitchell, ReadWriteWeb.comhttp://www.readwriteweb.com/archives/google_adds_more_social_seo_with_1d_new s_articles.php
  23. 23. So what is “out ofthe park” going tolook like for SocialMarketers in thefuture?
  24. 24. It’s going to meanreally, trulyunderstanding thelanguage andmindset of youraudience.
  25. 25. It’s going to meanfiguring out whatthis shoe means toeach of the womenin your targetaudience. Check out shoe on Bluefly
  26. 26. And using thatknowledge to selleach of thosewomen, yourproduct.And have them feelgood about it.
  27. 27. To me, the Power thingtrumps the Fashion thing.Just for the record.But it is also just a greatshoe.
  28. 28. Thank you!Social Marketing toBusiness vs Consumers:What’s the difference? Ruth Bastedo Group Head, Director, Client Strategy and Innovation r uth.bastedo@socialmediagroup.com

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