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Does social help to build a B2B brand? Nathali Donatz & Rob den Rooijen The Social Conference February 13, 2013 Amsterdam
Does social help to build a B2B brand?
Nathali Donatz & Rob den Rooijen
The Social Conference
February 13, 2013
Amsterdam
1
Nathali DonatzGlobal Brand & Communications Director
DSM Dyneema
Theo VerweerdenMarketing program director
2
Rob den RooijenSenior Marketing Consultant
DSM Excellence in Marketing & Sales
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Meet DSM
3
MaterialsNutrition
• Global leader in nutritional ingredients for feed, food and personal care
• Market leader in anti-infectives and key pharma custom manufacturing player
• Market leader in sustainable high performance materials
• Merchant market leader in nylon precursor caprolactam
• Innovator active in advanced biofuels, bio-based chemicals and biomedical materials
Health
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DSM Dyneemaproducing the world’s strongest fiber
4
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Find
UseExplo
re
Develo
p
& B
uy
Online
profiling
Digital
Campaigning
Lead
Generation Search,
navigate
Call to
action,
ordering
Transaction,
conversion
Online
support
Cross and
up selling
Online
retention
Analyse &
optimize
Customer
DSM
Trade shows
Brochures &
Advertising
Cross and
up selling
Negotiation
Technical
support
Account
management
Customer
understanding
Co-develop
product
Loyalty
program
Product
innovation
Offline
Place
Order
Positioning &
segmentation
Product
sampling
Online
DSM’s Digital Marketing & Sales framework
Digital marketing Digital sales
Digital serviceDigital Intelligence
Online and offline need to be integrated for optimal
customer experience.
5
We don’t believein social.
We don’t believe in integrated social.
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Our BeliefIntegrated B2B social can:
1. Intensify customer contacts– As part of the customer journey
2. Generate leads– Indirect contribution
3. Boost brand building– Integrated approach is prerequisite
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1 2 3
Three ways to approach social
Experimental Controlled Integrated
1. Experimental social
Key characteristics
• Isolated initiatives
• Success stories
• High waste
• Brand impact risks
Social campaigning: Dyneema® Pro Sailing Test Team
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# of visitors: 52.000
# of page views: 157.000
# of Sailor Subscriptions: 448
# of CrewMembers: 8.000
# of Facebook fans: 1.172
# of Facebook posts: 155.000
# of #DET2011 tweets: 1.200
# of YouTube videos: 54
# of YouTube views: 15.000
# blog posts: 100
Increased understanding of social
Engagement with end users of our products
Difficult to prove real ROI
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2. Controlled social
Key characteristics
• Process and culture
• Owned channel focus
• Window dressing
• Start monitoring
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Creating emotional brand resonance: Dyneema® 360 campaign
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Creating emotional brand resonance: Dyneema® 360 campaign
Long term program
Target group driven content creation
Difficult to create engagement
Limited internal resources
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3. Integrated social
Key characteristics
• Mixed paid, owned, earned
journeys
• ROI driven engagement value
• Social CRM focus
(more 1-on-1)
DSM Dyneema’s vision:Integrating offline and online to create customer engagement
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Dyneema.com
Sales app
Newsletter
Database (CRM)
Search
Social
Events
Face to face
Brochures
Customers, End Users &
Employees
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DSM Dyneema’s vision:Integrating offline and online to create customer engagement
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Dyneema.com
Sales app
Newsletter
Database (CRM)
Search
Events
Face to face
Brochures
Social
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Our social landscape
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Dyneema.com
Youtube
Customers, End Users &
Employees
Communities
DSM
corporate
channels
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Enabling internal employees to go social
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20
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Clear KPI’s to link impact social activities tobusiness value
Sales
Contact
requests
Lead
generationInformation
Downloads
Social
EngagementSubscrip-
tions
Shared
content
Social
Clicks
Active
Employees
Social value(points)
Key digital value(points)
Business value(Euro’s) Value index?
1 point = X Euro
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Integrating social leads to tangible results
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From a separate website…
Integrating social leads to tangible results
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..to integration within the platform
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Integrating social leads to tangible results
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Result driven program
Leveraging value content creation through content recycling
Difficult to create employee engagement
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Dyneema360.com Dyneema.com/stories
More visits to Dyneema® stories:
We don’t believe in integrated social.
Does integrated social
help to build a B2B brand?
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Social enables to communicate beyondproduct characteristics
Creation engaging stories that appeal to personas in the DMU
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Leveraging the value of existing marketing activities via social
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Clear goals per channel related to
the customer decision journey
Translated into an integrated approach
Launch of a new technology during a trade show event
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Landing page
Event page Narrow Casting AppE-mail invite
Booth at Milipol
Launch Ceremony
Trade Media Social Media
Website licensee
Face to face
Uniform customer experienceacross online and offline
channels
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Some social examples
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The results: integrated social pays off
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1. Start to send to discover your relevancy
– Less stories can create more engagement
2. There’s no single B2B social best practice
– Apply trial & error and find the approach that best fits your goals
3. B2B social requires employees’ personal efforts
– B2B social is not a communication department only responsibility
– Crucial to build internal recognition of added value
– Persist in a long term approach
Our Learnings
1. Stimulate employee engagement– Increase internal awareness and activation
2. Optimize channels for real discussion– Create content driven interaction
3. Determine real business impact– Integrated measurement including LinkedIn discussions
– Go beyond the standard social metrics
Key challenges
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Integrated socialdoes help to build
a B2B brand!
