Social media in b2 b marketing 2012 dec 18 96p3

transcript

Social Media in B2B 18 December 2012

Dank aan onze Support Partners

Social Media: B2B versus B2C

1. Marke)ng is Dead

People are fed up with unwanted & irrelevant

interrup3ons…

Marke:ng 1.0 – Consumer 1.0

• efficient • predictable • mo6vated by the best deals • mostly ra6onal in buying decisions

Those were the days…

Today’s consumer has changed

Consumer 2.0

Meet the new “Homo Feelgoodonicus”: •  is inefficient & unpredictable •  is mo:vated by what makes him/her happy •  ignores most of the marke:ng messages •  can decide & buy en:rely based on emo:ons •  likes to be social and be part of a community

The consumer has changed…

h=p://www.youtube.com/watch?v=heSudg-‐FIk

People 2.0 are “interconnected”

The average “interconnected” consumer has +150 followers

Only 14% trust …

online ads

>85% trust …

Word of Mouth

a Wor(l)d of Mouth Lots of media tools at their fingertops

Consumer 2.0

•  Emo:onal buyers •  Interconnected •  World of Media

•  >82% internet penetra:on •  Rise of mobile

You can’t solve

problems of today

with the answers of yesterday

Technology is changing fast… CdRom

h=p://www.youtube.com/watch?v=7eAaNI6bfI8

Time to get started

1)  Who is ac:vely (7/week) using Foursquare?

2)  Who is ac:vely using TwiXer?

3)  Who is ac:vely using Facebook?

4)  Who is ac:vely using other Social Media?

Technology is changing fast… TypeWriter

h=p://www.youtube.com/watch?v=eB3TuLM-‐6ys

2. Who says so?

Antony Slabinck CEO @ LBi Belgium Head of Social Media Task Force @ IAB

The Changing Consumer

The Changing Business

Technology is changing fast… Google

h=p://www.youtube.com/watch?v=cdgQpa1pUUE

The Changing Agency

The changing media landscape

Doing this well is difficult and absolutely needs the best

available skills

It is very difficult to achieve The answer is in the blend

We don’t have all the answers …

… but we know how to brew!

It’s all in the blend

Digital Mastery

That’s why we built one company

Strong global footprint

Lost Boys Interna3onal Building Believable Brands

3. So … what‘s Social Media?

Social Media is…

=> a shi` in how people discover, read and share News & Informa3on

•  Interconnected People

•  having Conversa)ons

•  using all available Media

Social media is just like real life!

But with larger networks, 24/24, archived > 2 years

It no longer ma=ers what YOU say!

Today, your brand will be determined by:

what you do

who you are and what THEY say!

Social Media Tools

RSS Microblogs Social networks Blogs Wiki ‘s Social Bookmarking Virtual Worlds Podcast Vodcast Widgets Mobile Augmented Reality …

I couldn’t care less!

RSS Microblogs Social networks Blogs Wiki ‘s Social Bookmarking Virtual Worlds

Podcast Vodcast Widgets Mobile Augmented Reality …

This is NOT about media nor about technology!

It’s all about:

•  People being interconnected

•  having Conversa6ons

•  using all available Media

5 Key Principles to live by…

1.   Get connected. You will not fully grasp the poten6al if you are not connected.

2.   Think like your customers (and their customers). Get to know them and their agenda. Interact with them. Leverage your influencers.

3.   Strategy first, then technology. Don’t make Social a business priority. Make it an enabler of your exis6ng business priori6es.

4.   Get comfortable with change. It’s the new constant. Don’t be afraid to be an early adopter (or at least a fast follower).

5.   Watch. Listen. Learn. Interact. Repeat. Commit to ongoing learning, interac6on and conversa6ons with your customers.

Threats

§  It’s probably just a Fad/Hype/Technology §  Communi6es are created without my consent §  We will not be in control anymore! §  Company processes are not ready §  Company/employee culture is not ready §  Our CEO doesn’t use Facebook… §  Campaigns without a strategy §  Star6ng too late §  All budget to campaign, not enough leq for 1 year of “ongoing dialogue” §  …

Social Media needs a new artude from all stakeholders!

Opportuni6es

§  Market research – Authen6c Customer Insights §  Customer Support §  Contextual marke6ng / Social CRM §  Product Design §  Natural SEO §  Human Resources §  Developing new business models §  Sales §  …

You can already start a dialogue for less than 0,2 FTE (Social Media Managers, Conversa6on Managers, …)

Put your

customers first!

Engage customers on their terms

You have to understand the basics of:

•  Social Communi:es •  Brand Advocates •  When Social Meets Mobile •  Loca:on Based Services

4. Social Communi)es

How do communi:es get started?

1.  You need a fool to start , he needs the guts to stand alone and look ridicolous 2.  Must be easy to follow 3.   First follower transforms the fool into a leader 4.  Leader shows how to follow 5.  It’s now about them 6.  Second follower changes two nuts into a crowd 7.  New followers need to see the followers as they want to emulate them 8.  A movement is started! 9.  It’s no longer risky to join the movement 10.  Those who didn’t join became the fools

How do communi6es get started?

Case: Obama – Yes We can – Hope.Act.Change

h=p://www.youtube.com/watch?v=jjXyqcx-‐mYY&feature=related

Case: Obama – Yes We can – Hope.Act.Change

ü Fun experience ü Added Value ü Par6cipa6on ü Collabora6on/Sharing ü Dialogue/Tool

ü Authen6c ü Relevant ü Posi6ve ü Honest ü Trustworthy

You should be:

You should offer:

Your Checklist for a succesfull case:

Pick up user generated stories Enhance them

5. Brand Advocates

Basics

What’s a Brand Advocate?

A customer… •  who has an outspoken posi:ve percep:on of a brand •  who will talk favorably about a brand to their friends •  who can help generate brand awareness •  who can influence purchase inten:ons

DIGITAL is their tool

They have always been there … BUT never had much chance to be heard.

Brand Advocates: They like to convert peers Oqen as well Innovators (2%) & Early Adopters (13%)

They express their love for your brand to others (but are not trying to convert others, typically Facebook Fans)

Customers as Brand Advocates

Why are Brand Avocates so interes:ng?

Promo:onal offers sent by

Advocates convert 5 :mes more

(than offers sent by brands)

ACTION: Iden3fy and mobilize your Advocates!

53 percent of advocates (vs 33 percent for consumers) want to

be recognized as an individual.

DeloiXe study

Support their crea:ve conversa:on

We have a disaster on our hands!

Do brands monitor their reputa:on today?*

*Source: 2008 WebKnow Study, Cologne University

h=p://www.youtube.com/watch?v=t8XxcOj3Seo

Case: Kryptonite -‐ Consumer in control

Case: Toyota -‐ Boosted Conversa6ons

They turned up the volume of their response level and created a social media war room that’s staffed with 6 to 8 responders during the crisis.

Toyota case: Some Facts

hXp://www.toyotaconversa:ons.com/ hXp://ad-‐tech.blogs.imediaconnec:on.com/2010/03/30/370/

“ROI is certainly important to us in the long run, however we don’t plan to wait to define it before advancing ini6a6ves we know are important. Over 6me we will definitely evaluate our efforts in order to determine how they are impac6ng key metrics. Those results will become the new benchmarks for future ini6a6ves, and ul6mately the founda6on for measuring ROI.”

In the first 5 days, over a million people viewed the Digg Dialogg video interview with president, Jim Lentz: “Some of our models, such as Prius, have entrenched communi6es of enthusiasts with whom we engage, as they’re authen6c brand advocates.”

Ooops ...

We forgot to talk about your most valuable brand influencers

… as many companies tend to forget.

Big mistake, sorry!

Your employees!

The most overlooked segment of poten:al brand building

are your employees!

They are out there in the world interac:ng with people every day

(Ogilvy & Mather)

6. Brand

Ambassadors

Brand Advocates: They like to convert peers Oqen as well Innovators (2%) & Early Adopters (13%)

Brand Ambassadors: Paid employees or receive kind of

financial award to promote a brand

They express their love for your brand to others (but are not trying to convert others, typically Facebook Fans)

Brand Advocates & Brand Ambassadors

Case Best Buy -‐ Twelpforce

Checklist OFFER: q  Fun Experience q  Added Value q  Collabora6on q  Par6cipa6on q  Dialogue/Tool Checklist BE: q  Authen6c q  Relevant q  Posi6ve q  Honest q  Trustworthy

Case: Twelpforce (Best Buy)

We found our Ambassador ... hope you have too!

7. When Social meets Mobile

What is makes Mobile so special?

QUESTION: Can you please show your mobile?

1.  Mobile is personal

2.  Mobile is always carried – the world in my pocket

3.  Mobile is always on

4.  Mobile has a built in payment mechanism

5.  Mobile is there at the point of crea3ve impulse (instant)

What’s the sum of Social + Mobile + Loyalty?

Loyalty

Mobile Social

8. Loca)on Based Marke)ng

It’s all about relevance

The boom today: Loca:on Based Services

•  People-‐ and business-‐driven •  De-‐centralized models •  Bo=om-‐up •  Rich experience •  Rela6onship, engagement, loyalty •  Social •  Incen6ve-‐based (badges, coupons, ...)

Case Thomas Cook – Loca:on Based Service

•  World Travel Conference •  2000 a=endees

•  How to interact with a=endees? •  How to manage? •  Fast and efficient

•  Welcome messages •  Timed announcements •  Departure messages

•  4 interac6ve zones •  Targeted announcements •  Real Time Sta6s6cs => adapta6ons

Checklist OFFER: q  Fun Experience q  Added Value q  Collabora6on q  Par6cipa6on q  Dialogue/Tool Checklist BE: q  Authen6c q  Relevant q  Posi6ve q  Honest q  Trustworthy

9. Some B2B cases

B2B Case: Accenture – Linkedin Group

hXp://www.linkedin.com/groups?about=&gid=2301607&trk=anet_ug_grppro

Accenture focused on building out their LinkedIn group to run their recruitment campaign.

They focused ini:ally on building up their company LinkedIn group in what became a very ac:ve community with more than 21.400 members. This has grown to generate 13 subgroups which are represented by different specialists within Accenture. Their LinkedIn ac:vity has resulted in employments for the business.

SCANIA wanted to look at what they could offer their consumers in a branded online space. Their social newsroom features original content focused within their industry. Different types of content, including a blog and an embedded Flickr gallery, gives something to their users that you wouldn’t normally expect from a company of their type or industry.

Based on how people are discovering content nowadays, by offering a completely social experience.

B2B Case: SCANIA – Social Newsroom

hXp://www.scanianewsroom.com/

B2B Case: CISCO – ASR Launch

h=p://www.youtube.com/watch?v=90W5hWsYV3Q&feauture=player_embedded

B2B Case: CISCO – ASR Launch

B2B Case: Dymo – Dealer Portal

hXp://www.dymoconnect.com

DYMO Corpora:on is the leading manufacturer of handheld label makers & label printers and wanted to build a direct & regular contact with their resellers. They developed an extranet based dealer portal using different Loyalty & Social func:onali:es. Main focus is on crea:ng real added value for the resellers through providing all Marke:ng & Campaign Materials, very easy E-‐Learning Modules, linking the monthly sales out data with a Loyalty Program & internal compe::on.

Social media shouldn’t be

100% of 1 person’s job,

but 1% of 100 people’s jobs

B2B Case: IBM – The Art of Sale

h=p://www.youtube.com/watch?v=90W5hWsYV3Q&feauture=player_embedded

What Works: IBM’s Culture for Social Media Innova)on

1.   Stand back -‐ Have guidelines, but don’t police from above. Employees tend to self-‐regulate.

2. Involve employees in SM planning -‐ Let employees write the guidelines and they’ll feel empowered.

3. Give them the tools—and a green light -‐ Not every company can create their own tools. Look for powerful social media tools and encourage employees to use them to do their jobs be=er.

4. Use crowd-‐sourcing -‐ Bring together employees, clients, partners and friends for powerful idea-‐sharing.

10. And now it’s )me you start building

your case!

Start early!

So you can …

fail sooner

Control

Interac)on Low Interac)on

High Interac)on

High Control

Low control

engage

1.0 2.0

empower

publish .print .TV

.radio .direct marke6ng

.online media campaign

.email marke6ng

.social bookmarking

.facebook .blog

.microblog

.podcast

listen

dialogue

Aien)on span Low Aien)on

High Aien)on

.reputa6on management

2 weeks 2 months 2 years

.website

12 months

.hire conversa6on Manager

.magazine .folder

LBi’s Social Media Roadmap

.surveys

.tes6monials

.1:1 lab

.1:1 marke6ng

.1:1 emails

.1:1 booklets

.enriched profiles

.loyalty program

.shared experiences

.personalized folders .visual DNA

.brand advocates

.monitoring

.twi=er .employees

.crowd sourcing

1.  Where are your target groups (Listen)?

2.  Do we have Social Media believers within our company?

3.  Can we group the Brand Ambassadors (employees)

Prepare for engagement (Part 1/3)

4.  Can we locate Brand Advocates (Consumers)

5.  Can we get support & buy-‐in from management

6.  Is our organisa)on & processes ready?(SM Guidelines)

7.  Define your marke)ng objec)ve + KPI’s (Awareness, Fidelisa6on, ...)

8.  Set up more professional Monitoring of your MicroSegments

9.   Allocate 6me, resources and budget

Henry Ford:

If I'd asked my customers what they wanted…

they'd said a faster horse. (Henry Ford)

Monitoring Measuring the Impact

1. Listen

•  Many free tools

• Aggregate brand men:ons in open content sources, e.g.

• Blogs and forums

• Tweets

• News feeds

•  Requires :me, resources and pa:ence, due to the manual work associated to it

Microblogging

Aggregators

h=p://www.socialmen6on.com

Monitor & Find Common Ground

2. Monitor

•  To listen ac:vely, report and analyse

•  Measure results, changes and trends

•  Iden:fy poten:al crises

•  Enterprise tools specialise in tracking and measurement

•  Iden:fy where your target groups are

•  Learn their language

3. Engage

•  Set up a conversa:on team

•  Set up conversa:on guidelines

•  Microsegment

•  Define your objec:ves

•  Different strategies/segment

•  Define ac:on and reac:on based on the analysis of data

•  Respond on ques:ons and complaints • Use customer insight for improvement and innova:on

•  Adapt your roadmap

1.   Analyse your listening & monitoring results

2.  Build a strategy & roadmap based on the objec6ve/microsegment

3.   Build a presence on the main applica6on of your targetgroup

Engage & Empower (Part 1/3)

4.  Pick up user generated stories

5.  Create Added Value content, applica6ons or widgets

6.  Boost these stories through communi)es & networks

7.   Empower Brand Ambassadors (Employees)

8.   Empower Brand Advocates (Consumers)

9.   Consistent 360 degrees presence (Perfect Media Mix)

Yes you can … solve problems of today

with the answers

of yesterday TODAY

Marke:ng is alive!

1.   Start with social media in a very early stage (Listen)

2.  Locate your target groups

3.  Locate the SM believers within your company (employees)

4.  Group the Brand Ambassadors (employees)

5.  Locate Brand Advocates (Consumers)

6.  Get support/buy-‐in from management

7.  Check your organisa)on & processes (SM Guidelines)

8.  Define your marke)ng objec)ve + KPI’s (Awareness, Fidelisa6on, ...)

9.  Set up more professional Monitoring of your MicroSegments

10.  Allocate 6me, resources and budget

10 Social Media Guidelines (Phase1: Basic)

Once you are ready to ENGAGE & EMPOWER 1.   Analyse your listening & monitoring results 2.  Build a strategy & roadmap based on the objec6ve/microsegment 3.   Build a presence on the main applica6on of your targetgroup 4.  Pick up user generated stories 5.  Create Added Value content, applica6ons or widgets 6.  Boost these stories through communi)es & networks 7.   Empower Brand Ambassadors (Employees) 8.   Empower Brand Advocates (Consumers) 9.   Consistent 360 degrees presence (Perfect Media Mix) 10. It’s not about you, it’s about them!

10 Social Media Guidelines (Phase2: Advanced)

It’s up to you to judge if this

presenta)on was ...

Authen)c

Relevant

Posi)ve

Honest

Trustworthy

But I certainly hope that you appreciated ...

Dialogue

Sharing

Par)pa)on

And that it brought to you

Added Value

Marke)ng is alive!

LBi Belgium www.lbi.com

www.twiXer.com/lbi_belgium

Antony Slabinck antony.slabinck@lbi.com

www.twiXer.com/antonyslabinck

But we’ll have to respect the voices of millions!

Social media in b2 b marketing 2012 dec 18 96p3

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