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Social Media for B2B Marketing

Date post: 18-Jan-2015
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WELCOME SOCIAL MEDIA FOR B2B
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Page 1: Social Media for B2B Marketing

WELCOME

SOCIAL MEDIA FOR B2B

Page 2: Social Media for B2B Marketing

introducing top floor

15 years experience in digital marketing

Full-service includes:

• Marketing strategy - including integration• Website design & development• Web analytics including searchconversionsocial• Social media marketing• Email marketing• Branding and rebranding• Event support• Offline marketing

creating the hub of your marketing efforts

Page 3: Social Media for B2B Marketing

YOUR WEBSITE AS A MARKETING PORTAL

Page 4: Social Media for B2B Marketing

what is social media?

SOCIAL MEDIA

Relating to human society and its members; of and pertaining to the

life, welfare and relations of human beings in a community.

The storage and transmission tools used to accumulate and distribute information or data.

some definitions

Page 5: Social Media for B2B Marketing

what is social media?

SOCIAL MEDIA

A set of technologies being used to accumulate and distribute information to members of a community that have congealed around a common purpose.

• The closer that common purpose is, the more powerful these tools become.

some definitions

Page 6: Social Media for B2B Marketing

digital marketing trends & what we’ve been doingthe top 10 most effective B2B marketing

channels

Page 7: Social Media for B2B Marketing

what is social media?

CHANNELS TACTICS

FacebookTwitterLinkedInGoogle+YouTubePresentation and Document SharingPhoto and Image SharingQ&A SitesInfluence tracking sites

BloggingCommentingBookmarkingPodcastingContent PlacementRich Media Placement

channels and tactics

Page 8: Social Media for B2B Marketing

what is social media?

Social Networks - focus on building online communities united by common purpose

• Facebook• LinkedIn• Pinterest• Google+ • Community Forums

channels and tactics

Page 9: Social Media for B2B Marketing

what is social media?

Syndication - formats used to publish frequently updated information and that allow users to control the intake of that information.

• Blogs• RSS News Feeds• Content

channels and tactics

Page 10: Social Media for B2B Marketing

what is social media?

Wikis - a series of web pages that allow user contribution.

• Businesses can use wikis as an important part of community forums to:

• create collaboration• user input• product innovation and development• share customer support services with contributors

channels and tactics

Page 11: Social Media for B2B Marketing

what is social media?

Rich Media Sharing - video, photo and audio sharing sites

• YouTube• Flickr

• Provides additional search performance

channels and tactics

Page 12: Social Media for B2B Marketing

what is social media?

Mashups - combinations of social channels or information

• A google map that plots photos• A map application that plots business locations as well as video content from that location.

channels and tactics

Page 13: Social Media for B2B Marketing

facebook

• Facebook page with timeline posts feed to those that have liked your page• Custom tabbed sections of your page allow for flexible promotional space and can replicate most website behaviors

• Ads can target a very defined group, more defined than any other channel• Sponsored Ads or posts will feed to friends of friends or chosen demographic groups• Using Facebook as your brand allows you to friend others, comment elsewhere, and place content.• Facebook groups provide another place for content and engagement• Promoted posts show up to all of your friends as well as all of their friends• Powerful targeting provides excellent platform for careers

the big three

Page 14: Social Media for B2B Marketing

facebook

• Likes• Posts• Reposts (shares)• People are talking about this• Engagement rate• Ad click-through• Engagement/conversion from custom tabs

key metrics

Page 15: Social Media for B2B Marketing

twitterthe big three

Page 16: Social Media for B2B Marketing

twitter

• Twitter is the water cooler for B2B marketers: It’s a vibrant community where businesses can prospect leads and congregate as thought leaders to discuss relevant industry topics.• Provides real-time engagement via short Tweets and viral spreading via Re-Tweets• Use it to get the word out to customers about specific product offerings and as a forum for potential customers to discover and learn more about you and what you offer• The main behavior in Twitter is Following

the big three

Page 17: Social Media for B2B Marketing

twitter

• Identify Twitter accounts that will be relevant and interesting to you, your organization and your industry.

• Let people know that you’re on Twitter, and encourage them to follow you back.

• You associate yourself with a specific group of industry experts and thought leaders, and demonstrate your interest in the space.

• Twitter is a great platform for engagement, so once you follow someone on Twitter you can work on starting a conversation.

tips for following and being followed

Page 18: Social Media for B2B Marketing

twitter

• Find people to follow by importing your contact databases using tools that Twitter provides. Then, broaden this action by following those that your followers are following – where relevant.

• Follow people that your competitors are following and that follow your competitors.

• Do a search for experts in the field who are tweeting. You can find people to follow on sites like Wefollow.com or Twibes.com.

• Follow back relevant people and companies that are following you.

• Twitter provides easy search functionality so that you can find people that are talking about your company and your industry. Spend some time trying out different searches and hashtags that are relevant to your business. Once you find the people who are contributing most to the conversation, start following them.

• Use Twitter lists to zero in on top prospects and other classes.

tips for following and being followed

Page 19: Social Media for B2B Marketing

twitter

• Use Twitter to promote and support events

• Use @ tags to direct messages wisely

• Do not use automated posts. They will look like spam and you will lose followers

• Use Twitter lists to segment users into interest groups, prospects, etc.

• Be sure to mix original tweets, re-tweets and @comments

• Use promoted tweets to get in people’s timelines

• Use the 4-1-1 rule: for ever original tweet, @-tweet one and re-tweet four relevant pieces of information

tips for following and being followed

Page 20: Social Media for B2B Marketing

twitter

• Followers• Mentions• Retweets• Retweet/reply reach• Number of lists• Social Capital – influence of twitter followers• Number of potential prospects sent to sales

key metrics

Page 21: Social Media for B2B Marketing

linked in

• Create a robust company profile aimed at your target demographics including but not limited to careers• Populate video content• Join as many groups that are relevant and contribute content to them.• Build a LinkedIn group around your company’s competencies• Encourage your employees to contribute• Use LinkedIn ads, which are highly targetable• One of two top methods, together with company blogs, to establish company reputation as an expert.

content is king here

Page 22: Social Media for B2B Marketing

linked in

• Linked In provides many opportunities to populate content and have that content repurposed by others with attribution to you• Use recommendations - make it easy for others to recommend you by including that as a call to action

content is king here

Page 23: Social Media for B2B Marketing

linked in

• Followers• Referring Traffic• References• Group Members• Discussions Created• Shares of your content

key metrics

Page 24: Social Media for B2B Marketing

comparing b2b with b2c

Both want to drive brand awareness, build online traffic and connect with current and potential customers.

The difference between the two marketing efforts lies in the tactics that each marketer uses to get this job done.

The Target Consumer

B2B companies’ target consumer, in most cases, is a business with industry-savvy professionals making the decisions for a whole company. These decisionmakers are going to weigh all of their options and perform extensive research before making an important purchasing decision that will affect all of the people within their company - that research provides opportunity via social media.

Company’s Position in the Marketplace

Ask yourself how you want your company to be perceived in the business marketplace. In most cases, B2B marketers strive to be known as experts in their field. Social media is an excellent platform to position your company in the marketplace as an industry leader and expert.

Page 25: Social Media for B2B Marketing

everyone has statistics

Social is now the preferred method of engagement across all segments and generations:

Facebook: 300 Million unique monthly visitors1.1 billion users

Twitter: 13 million unique monthly visitors500 million users

LinkedIn: 15 million visitors45 million users

Pinterest: 28 million visitors45 million users

YouTube: 80 million visitors180 million reg usersThe second most used search engine

Page 26: Social Media for B2B Marketing

everyone has statistics

Social is now the preferred media of users, far exceeding television.

Social is the leading source of news for users and overall leader of news leads.

67% of all adults use social media.

Social is the most common activity on a mobile devices which now exceed desktop access to the Internet.

Page 27: Social Media for B2B Marketing

MOBILE DEVELOPMENT

Page 28: Social Media for B2B Marketing

MOBILE DEVELOPMENT

Page 29: Social Media for B2B Marketing

everyone has statistics

•70% of online adults say they use Facebook•16% of online adults say they use Twitter•20% of online adults say they use LinkedIn•15% of online adults say they use Pinterest

Page 30: Social Media for B2B Marketing

everyone has statistics

• 93% of B2B marketers use social marketing to market their business

• 85% of marketers reported that the number one benefit of social marketing is generating more business exposure

• 74% of marketers reported that social marketing has increased their site traffic

• 59% of marketers are using social marketing for 6 hours or more per week

Page 31: Social Media for B2B Marketing

COMPOUND ANNUAL GROWTH OF B2B SPENDING

Page 32: Social Media for B2B Marketing

everyone has statistics

Page 33: Social Media for B2B Marketing

SOURCE OF Traffic FOR B2B WEBSITES

Page 34: Social Media for B2B Marketing

SOURCE OF LEADS FOR B2B WEBSITES

Page 35: Social Media for B2B Marketing

Twitter

Facebook

Linked In

SOCIAL MEDIA SITES THAT ARE SOURCES OF visits TO WEBSITE

Page 36: Social Media for B2B Marketing

Twitter

Facebook

Linked In

SOCIAL MEDIA SITES THAT ARE SOURCES OF LEADS TO WEBSITE

Page 37: Social Media for B2B Marketing

TwitterLinked InFacebook

COMPARING VISITS TO LEADS FROM SOCIAL MEDIA

Page 38: Social Media for B2B Marketing

social has changed B2b marketing

70 percent of the buying process in a complex sale is already complete before clients are willing to talk with a sales person.

Along with Google searches for product information, buyers and prospective clients are also searching for and encountering information inside of social networks.

In addition they are increasingly asking their peers for recommendations and advice across social media.

Page 39: Social Media for B2B Marketing

social has changed B2b marketing

Social media has changed customers’ expectations of response times. But as we have moved to e-mail, and increasingly Twitter and online chat, the customer expects an instant response.

Page 40: Social Media for B2B Marketing

social has changed B2b marketing

Social media has changed negative and positive impact to the brand and the speed at which that impact can spread to others, including media outlets.

Page 41: Social Media for B2B Marketing

Frequently asked questions

• What can we do on Facebook?• Should we use Twitter?• What platforms can I use to spread content?• How in the world do I use Twitter?• What is the relationship of social media to public relations?• If a question falls in the social media woods and we aren’t in the woods to hear it...

These are the wrong kinds of questions to start with.

Page 42: Social Media for B2B Marketing

Frequently asked questions

• How do we increase sales and market share?• How can we better align innovation with market demand?• How can we provide a consistent customer support experience at reduced cost?• How do we establish and maintain online reputation?• How can we increase customer retention?• How can we attract quality employees?• How do we position our brand as a thought leader?• How do we gather customer input and use it wisely?

the right questions

How can involvement in social media serve these types of goals?

Page 43: Social Media for B2B Marketing

relationships

COMPANY

CUSTOMERS

EMPLOYEES

PARTNERS INVESTORS

MarketingSales

Customer ServicePR

RecruitingHR

ProcurementLegal

PR

C-SuiteFinance

Accounting

Page 44: Social Media for B2B Marketing

marketing

• Market intelligence• Identifying market trends• Multiplying the effects of campaigns• Increase customer loyalty• Building a brand-centered community

business value affected by social media

Page 45: Social Media for B2B Marketing

Public relations

• Monitoring & Engaging• Online reputation management• Public messaging• Content marketing

business value affected by social media

Page 46: Social Media for B2B Marketing

customer support

• Consistent support• Reduce incoming support calls by using collective knowledge• Building customer loyalty and trust

business value affected by social media

Page 47: Social Media for B2B Marketing

sales

• Create awareness of the brand• Lead generation• Expertise identification and location• Pipeline development

business value affected by social media

Page 48: Social Media for B2B Marketing

product development

• Align innovation with market demand• Customer-driven product innovation• Accelerate time to revenue• Driving better results from R&D investments• Knowledge retention in central location

business value affected by social media

Page 49: Social Media for B2B Marketing

human resources

• Employee acquisition - finding talent • Less time to production• Training and education• Connecting and engaging the workforce• Team-building• Empowering individual productivity

business value affected by social media

Page 50: Social Media for B2B Marketing

measurement

• Referral traffic back to a brand’s website using Google analytics and track conversions from these new visits.

• Gated content using landing pages across social channels, including paid ads.

• Assign metrics to the overall engagement levels of social channels and measure the increase or decrease.

• Tying your social efforts back to a marketing automation solution is another easy way to measure the ROI from using social for lead generation. A solution that includes social applications can add a social layer to all of your campaigns giving them a measurable boost in engagement and overall reach.

measuring the effect of social media efforts

Page 51: Social Media for B2B Marketing

measurement

• Radian 6 (salesforce)• Adobe Sitecatalys (formerly Ominture)• Curalate• BitLy• Open Site Explorer (SEOmoz)• Sysomos

Analytic tools perform best in the hands of experts prepared to make recommendations based on data found.

measuring the effect of social media efforts

Page 52: Social Media for B2B Marketing

SOURCE OF LEADS FOR B2B WEBSITES

Page 53: Social Media for B2B Marketing

INCREASING TRAFFIC AND CONVERSION

social media

Page 54: Social Media for B2B Marketing

effects on the bottom line

Budget 1,000,000 1,000,000

Traffic 1,000,000 1,000,000

CPC $1.00 $1.00

Conversion Rate 3% 5%

Sales 30,000 50,000

Average RevenuePer Sale

$100 $100

Total Web Sales $3,000,000 $5,000,000

INCREASING CONVERSION

Page 55: Social Media for B2B Marketing

THANK YOU

SOCIAL MEDIA FOR B2B


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