20080421.B2 B Marketing Event.B2 B Marketing2dot0.Ext

transcript

B2B MarketingDeveloping markets through social media

Disclaimer

•The slides in this presentation do not reflect the opion of Logica, but are a representation of the author’s views on B2B Marketing 2.0 and Social Media. No rights can be derived from the content of this presentation.

• In true web 2.0 tradition, this presentation has been created based on widely available material from various sources, such a slideshare.net. When available the sources have been credited.

B2B Marketing Event 2008

A quick introduction

Wouter Trumpie

CRM Consultant @ Logica

8 years CRM consulting experience

Sales & Service

Education Interests Employment history

Objective

Talk about B2B marketing, share insights on B2B marketing 2.0, interact with you on your views on B2B marketing 2.0 and create a common definition of B2B marketing 2.0.

Through a 45 minute presentation, an hour long ‘lagerhuis’ discussion, 30 minutes of group work and 15 minutes of co-creation!

Agenda

Logica and CRM1

B2B Marketing 1.02

B2B Marketing 2.0 – power to social media networks3

B2B Marketing 2.0 – a hype without added value4

Marketing and CRM

What is CRM?

Customer Relationship Management

Elements of CRM

Sales Service Marketing

Strategy

Process

IT Solutions

Logica provides

•Process– Management consulting

– Process and business analysis

• IT Solutions– SAP

– Microsoft Dynamics

– Oracle Siebel

Trends in CRM

Hype cycle for marketing

Agenda

Logica and CRM1

B2B Marketing 1.02

Product information

Marketing message

Marketing 1.0 – Unidirectional – spreading the message

CompanyCompanyCustomers

Prospects

Suspects

Customers

Prospects

Suspects

B2C vs. B2B marketing

B2B• Low volume, slow turnover

• Typically expensive products

• Configurable / tailored products

• Limited use of resellers

• Targeted at decision making units

B2C• High volume, high turnover

• Relatively low cost products

• ‘Simple’ products

• Standardize products

• Use of resellers

• Targeted at individuals

B2B marketing 1.0

B2B marketing trends

•B2B Marketers spent US$ 77 Billion in 2007

•Growing market for marketing automation solutions

•Word of Mouth Marketing is becoming increasingly important Net Promotor Score

•Analytics and data mining on the rise

Agenda

Logica and CRM1

B2B Marketing 1.02

B2B Marketing 2.0 – power to the people3

Web 2.0?

• Interactive

•User generated content

•Two-way communication

•Web 2.0– Blogs

– Social Networks (Linkedin, Hyves, Facebook, Myspace)

– Video and photosharing (Flickr, YouTube)

– Reviews (kieskeurig.nl, elcheapo)

– Wiki’s (Wikipedia, Wetpaint, PbWiki)

= Social Media

What is Social Media?

“Social media describes the online technologies and practices that people use to

share opinions, insights, experiences and perspectives with each other. Social media

can take many different forms, including text, images, audio and video.”

Source: wikipedia.org / http://www.slideshare.net/gregverdino/is-this-thing-on

Business social media examples – LinkedIn

Business social media examples – Mobile Monday

Business social media examples – Blogging about Oracle Apps

Business social media examples – Oracle MetaLink

Social media usage statistics

Source: KnowledgeStorm/Universal McCann Emerging Media Studies

Uses of social media by B2B decision makers

Influence of social media

Source: KnowledgeStorm/Universal McCann Emerging Media Studies

Social media – a valuable addition to today’s marketing tools

The social oriented internet is a massive opportunity for brands, advertisers and marketers, if embraced properly!

What motivates buying behavior – engagement!

In other words: B2B Marketing 2.0 cloud tag

Engagement interaction content two way

better segmentation ROI 2.0 Social Media

BIG Business Opportunities Conversion Rates Customers Word of Mouth Affiliate marketing

LinkedIn Facebook Hyves Myspace Social Networks

Blogs Wikis Vodcasts White papers

Community CreationB2B Marketing Event 2008

Questions?

?B2B Marketing Event 2008

Agenda

Logica and CRM1

B2B Marketing 1.02

Social Media is just another short lived trend!

In the future everyone will be world-famous for 15 minutes.

Andy Warhol (1968)

Remember the Internet bubble?

• Inflated stock prices

•No profits, no sustainability

•Loads of people made a lot of money, and then lost is all!

Social media and 2.0 will take the same route!

Back to basics, what is B2B marketing?

Products &

services

High volume,

Low complexity

Low volume,

High complexity

Loads of firms utilise social media, but do not find it effective

B2B Marketing and Social Media do not mix well

•Personal contact is key!

•Complex products, require detailed explanation

•Nobody will buy a nuclear power plant through LinkedIn.

Bursting the bubble

Social Media

•Usage is high now, but will die down soon, it’s a hype

•Adoption is up, but•Only 16% of time on internet is spent using social media (comScore digital world – 03/08)

•Adoption among the over 40 (real decision makers) is a low 23% (comScore digital world – 03/08).

Social != Marketing or Sales

In other words – B2B marketing will remain personal

•The internet is fine for promotion and advertising

•Use social networks to provide service

•But market and sell through traditional channels!

No. 4010 April 2023 Scoping Sonar No. 4010 April 2023 Guidelines & Samples