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Social Media Marketing for B2B

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Social Media Marketing for B2B

  1. 1. Social Media Marketingfor B2BCreating and Executing an Integrated Social MediaMarketing Plan for Business to Business MarketersCharlie Treadwell – Digital & Social Marketing Manager, CiscoFebruary 26, 2013© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1
  2. 2. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2
  3. 3. • It is the new collaboration system between employees, customers and brands • Most efficient listening and feedback-gathering channel available • Accelerates word of mouth© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3
  4. 4. 62% of adults worldwide use social media 56% of Americans have a social network profile 55% of Americans 45 - 54 are on social networks 80% of Americans 18 – 24 have a profile on social media Sources: Various, 2012© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4
  5. 5. 90% of of B2B companies actively participate in Facebook 60% of B2B marketers have implemented a social media strategy 53% of B2B companies actively participate in Twitter 73% of all B2B leads are not sales ready Sources: Various, 2012© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5
  6. 6. 67% more leads a month are created by companies who blog vs. those who don’t 17% of total leads are created via social media by “best in class” B2B social media marketers compared to 5% for the rest 33% of global B2B buyers use social media to engage vendors. 75% plan to in the near future Sources: Various, 2012© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6
  7. 7. B2B buyers are clearly beginning to rely on socialmedia for a role in the research and purchasingprocessIt provides consumer insight and connection that haspreviously been impossibleIt is measurable both in direct lead attribution and asan influencerSocial media provides opportunity for innovation andcompetitive advantage© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7
  8. 8. Social media and good content continue to grow as akey contributor to search engine successIt can be much less expensive to execute oncompared to alternativesSocial media efforts are cumulative in natureIt’s not going away!© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8
  9. 9. Expand lead generation activity through social media marketing Define / focus corporate social media efforts Develop clear business processes to utilize social media marketing Support customer service with a social Secondary Strategy platform Primary Strategy Capture insights into market sentiment regarding products and/or services 0% 10% 20% 30% 40% 50% 60% 70% Sources: Aberdeen, 3/2012© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9
  10. 10. Content Sharing & Rating Forums Organization Web Site Blogs cisco.com Social Networks Blogs Cisco Blogs Home Base Outposts Passports Priority: 1 Priority: 2 Priority: 3 Time Budget: ~50% Time Budget: ~40% Time Budget: ~10% Listening Station Always on© 2010 Cisco and/or its affiliates. All rights reserved. Tuning in to online conversations Cisco Confidential 10
  11. 11. BlogsMicromediaSocial NetworksVideo sharingGeolocationReviews & RatingsCustomer ServiceEventsWikisLive-castingPhoto sharingMusic sharingDocument sharingSocial Bookmarking
  12. 12. •Source:Sales2.0Conference,2011 • Source: CSO Insights 2011 Sales Performance Optimization Study© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12
  13. 13. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13
  14. 14. 1 2 3 4 Listening Create the Engage Monitor & & Defining Strategy & with Measure Audiences Content Audience© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14
  15. 15. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15
  16. 16. 10:00 AM, June 29th, Word Cloud Screen software using firmware install allow linksys cloud data access tracking connect pushing cisco trust automatic history security allows router© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16
  17. 17. 10:00 AM Issue Logged by Listening Team© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17
  18. 18. Monitor global conversations and geographical activity Identify trending topics or emerging themesMonitor influencersand sentiment oftheir posts SocialMiner: Monitor event Monitor sentiment Monitor shifts in share of attendees, engage, and and spikes or viral voice and product performance of social stories focused activity media staff v
  19. 19. 1 Listening & Defining Audiences A. Identify the audience B. Join the social streams, listening to key conversations C. Research how peers are using social media channels D. Understand audience needs© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19
  20. 20. Identify Emerging Themes Capture Find Fans Industry Trends and Advocates Competitive Discover Insights Product Issues Social Strategy Uncover Crisis / Risk Influencers Management Message Product Penetration Development Feedback Sales Leads© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 20
  21. 21. Listening & Response is handled by a network ofliaisons, SMEs and dedicated technical services team Listening Liaison Product/Solution Mktg, etc. Dedicated Team for Support Listening Liaison Response & Crisis Comms, etc. Engagement, Technical SMEs Services Listening Liaison Listening Liaison Partner/Field Social Media Listening Product/Solution Mktg, etc. Center, Digital & Social Marketing, etc. Media Marketing SMEs© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 21
  22. 22. Source: Forrester Tech Marketing Navigator, Q1 2012*Source: January 4, 2012, “Global Social Media Adoption In 2011” Forrester report© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 22
  23. 23. Tune in to: • Mentions of brand • Keywords you use on the web or search terms • Products you market, develop, or sell • Your executive’s name • Special events or promotions you are running • Ongoing efforts you are managing • Competition or others in your industry or segment • Key customers • Analysts and members of the press or other media • Bloggers and other influencers© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 23
  24. 24. Customer Care Top Discussed Topics: CCA on demand Telepresence CCA Hosted UC CCA Enterprise CCA Cisco Avg. Competitor Total conversations *CCA = Cloud Collaboration Applications Analysis Both CCA on Demand and UC saw a fall in total conversation focus. Both Cisco and its competitors maintained their focuses when compared with last month. Recommendations Total conversations surrounding collaboration software received a spike in January due to the CES conference and media coverage pertaining. Retain focuses and the landscape will reshift next month.© 2010 Cisco and/or its affiliates. All rights reserved. • Source: Radian6 - (Collaboration) Cisco Confidential 24
  25. 25. Strategy• Monitoring and respondingGoals• Increase relevance and trust• Increase customer satisfaction and loyalty• Support the communityResults• SMB team provides an easier way for customer to download firmware• Customer appreciates resolution and posted a comment about the experience, turning a negative into a positive© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 25
  26. 26. Strategy• Monitoring and respondingGoals• Identify top issues• Provide service and supportResults• Priority 1 (P1) issues discovered and flagged • Cases are resolved and closed• Customer is pleased with the technical support provided© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 26
  27. 27. Strategy• Monitoring, responding, acting on itGoals• Listen, engage, and facilitateResults• Brought the issue to the product engineers to investigate and determine if it was a systemic product issue • Partner received new/working system• Partner appreciates the prompt response and resolution; faith in the product and Cisco is restored and he publicly thanks Cisco (via Twitter)© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 27
  28. 28. Strategy• Monitoring, responding, engageGoals• Improve discoverability of crisis• Initiate a fast, coordinated responseResults• Advertisements were pulled down within 24 hours of first Twitter warning• L.A. Times and other outlets commended Cisco for a speedy response “Kudos for engaging the community…Cisco had no way to predict this - they reacted• Positive media sentiment quickly, then researched and engaged the enjoyed, negative media sentiment community - much more than most avoided companies would do. Class act Cisco.”© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 28
  29. 29. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 29
  30. 30. “80% of a companies success is getting their organization ready through the right roles, processes, policies, me asurement.” Jeremiah Owyang, Industry Analyst, Altimeter Group© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 30
  31. 31. 2 Create the Strategy & Content A. Outline how social media fits into the overall effort B. Determine the type of content that will be used C. Confirm team participants and budget© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 31
  32. 32. Social Media Integrated Plan Channel(s) Engagement & Ideas Subject Matter Social Media Manager(s) Replies Issues Expert(s) Social Media Effort Blogs Questions Sentiment Listening / Crisis Metrics Manager(s)© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 32
  33. 33. Your THE Socialsphere Socialsphere Videos, Slid Videos, Slid Online eshare, pho eshare, pho tos, etc. tos, etc. Content Microblogging, Microblogging, blogging, etc. blogging, etc.Created for eithera specific moment Offlinein time or withoutan expiration date RSS, bookmar RSS, bookmar ks, etc. ks, etc.Make the most ofit!© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 33
  34. 34. White papers, overviews Blogs, quizzes/polls, videos, slides Data sheets Videos, blogs, forums, quizzes, polls Emails Blog posts, tweets, and posts Printed materials QR codes, social media call-to-actions Program guides, agendas Mobile apps Press releases Social media releases Offline group discussions Tweetchats, video tweetchats, forums Recorded presentations Slideshare, videos Live presentations Video broadcasts with social Q&A Contests / passports Geo-location mobile apps Websites Live feeds, social sign-on, share features User groups Online communities© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 34
  35. 35. Awareness Content Activity Conversations Content Support & Crisis Service Management Content Content© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 35
  36. 36. • Ask questions• Survey the audience and crowdsource• Respond to participants• Provide platform for participants to content curation• Focus topics on items audience is interested in• Create interactive regular content• Tag other participants’ handles / profiles to generate dialogues• Create polls and quizzes• Host events in social media• Highlight a fan/follower’s comment and as appropriate, add your 2 cents to it• Pull others into the conversation by “@messaging” or highlighting them© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 36
  37. 37. • Announce new products, services, and news• Bring attention to an important topic• Introduce new information to audience• Create an information-sharing environment• Monitor for content understanding and absorption© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 37
  38. 38. • Address questions and resolves issues• Acknowledge feedback• Involve participants• Manage crises• Give participants an opportunity to review or rate© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 38
  39. 39. • Contests• Tweetups• Tweetchats/video chats• Forum discussions• Trivia questions• Polls© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 39
  40. 40. • Retractions and clarifications• Issue addresses @CiscoNewsUpdate• Revisions Fake Handle• Acknowledgements• Information distribution @CiscoNews• Reputation management Real Handle© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 40
  41. 41. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 41
  42. 42. Dee: hi David! Click-to-Chat [Customer]: Hello Dee, I see you already know who I am. Dee: Yes. And I Apologize for the late response. Weve learned that you have an interest in getting a switch. How can we help you further on this? [Customer]: Networking isnt my forte- I know just enough to be dangerous. Ive got three switches at least in my environment already and Im adding another. […full transcript omitted…] Dee: Since you are not experiencing problems as of the moment, I think the SG200 would be suitable for you. This switch will create a new group outside of your current setup [Customer]: Yeah, well likely just order it form Newegg. [Customer]: Thanks for your help Dee. Exit Feedback: Excellent Rating!© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 42
  43. 43. critic webex P2 support webex P1 buzz webex P3 Social Hub Rules & Conditions IF THEN If “critic” Send to Webex PR And “webex” And “P2” Recommend follow up within 48 hours Trigger Actions buzz webex P3© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 43
  44. 44. Crisis Marketing Product Support Management Research Product Pre-Sales Resolve Issues Issues and Answer Safety Issue Support Questions Product Quality Igniting Fans Issues Gather Info for Critical Support Website Errors or Content Generation Product Development Issues Problems Thought Provide Product Leadership / Trusted Advisor Updates Promote Cisco Highly Negative Support Post / Mentions of Reputation Identify Gaps in Community Lawsuit Management Product Portfolio High Medium Low© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 44
  45. 45. 3 Engage with Audience A. Identify existing social media accounts to leverage B. Outline communication activities and flow C. Involve team members and executives© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 45
  46. 46. Outline possible response scenarios and messaging • Identify the type of responses that require replies • Identify escalation plans Login to Follow-up;Engagement Repeat flow as Console needed YES YES Include Appro- Requires Engage Level:1) Review “My comments in priate to Engage* follow- Commented, AwaTasks” in order Engage? the Notes up? iting Replyof priority AND Section 2) SME NOListening Stack NO YES Reassign; Custome YES Assign to Engage Level: Engage Level: r someone Resolved, no recommended confirms else? follow-up further action resolve? NO NO Engage Level: Engage Level: Reviewed, closed, no Commented, cl engagement required osed *Engage means that you will respond Response may be posted through EC, sprinklr, etc. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 46
  47. 47. • Take time to learn about the audience care-abouts and needs • Get away for “marketing-ease” to have more of a human tone • Provide interesting content • Use creative ways to present it in each channel • Make content delivery fun and easily shared with others • Integrate content between channels to create a journey • Identify participants that are more active and verbal within the stream • Partner with other teams, brands, leaders, and third-parties to increase reach© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 47
  48. 48. • Include links • Include hashtags • Include keywords • Shorten URLs • Recognize and reward followers© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 48
  49. 49. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 49
  50. 50. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 50
  51. 51. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 51
  52. 52. 4 Monitor & Measure A. Determine what to monitor B. Confirm metrics© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 52
  53. 53. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 53
  54. 54. • Create realistic metric objectives, mapping back to overall goals • Monitor throughout efforts • Gather reporting • Analyze data • Yield insights and amend plan as needed • Implement updated strategies and repeat process© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 54
  55. 55. Customer Support Brand Recognition • Support cost reductions • Sentiment by volume of posts and impressions • Onsite support reductions • Number of positive comments generated • Increase resolutions rates • Number of positive reviews generated • Improved customer satisfaction • Number of brand “value add” mentions • Support generated leads • Reputation crises resolution time Activity Specific Product Innovation • Number of interactions • Number of new product ideas • Amount of additional press/analyst • Number of new product ideas built coverage • R&D time saved • Percentage of sentiment • Traditional research cost savings • Number of click-thrus from social channels to central hub • Percentage increase of awareness • Number of new followers/fans • Share of voice versus competitors • Conversions© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 55
  56. 56. • Review and understand company’s social media policy• “Listen” twice as much as you post• Understand the purpose of social media before jumping in• Establish goals and objectives before using social media• Create a mix of content types• Create 2-way dialogues rather than broadcasting messages• Nurture social media channels• Gather metrics to create benchmarks moving forward• Use social media to augment other communication channel efforts• Drive social media efforts back to centralized or integrated separate hubs• Include social sharing links in all communication efforts© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 56
  57. 57. Thank you.

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