Michael Procopio @MichaelProcopio
Peter Spielvogel @PeterSpielvogel
Natascha Thomson @NaThomson
B2B Social Media Marketing Trends, Best Practices, and Real-Word Use Cases
© 2013 MarketingXLerator 2
http://www.amazon.com/Rules-B2B-Social-Media-Marketing/dp/1607731134
Agenda • Social Media Trends
• Use Case: Engagement
• B2C vs. B2B
• Integrating Social
• LinkedIn vs. Facebook
• Game Changers
• Social First
© 2013 MarketingXLerator 3
@NaThomson
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“Consumers continue to spend more time on social networks than
on any other category of sites.”
Social Media Report, Dec. 2012, Nielsen
“Consumers continue to spend more time on social networks than
on any other category of sites.”
Social Media Report, Dec. 2012, Nielsen
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Buzz Words
• Pull Marketing• SEO• Content• Story Telling• Video• Images• Blogging• Local• Pinterest
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2013 Trends
© 2012 MarketingXLerator 8
Reality CheckReality Check
SophisticationSophistication
ConsolidationConsolidation
Trends 2013:Trends 2013:
Use Case: Engagement
© 2012 MarketingXLerator 9
Use Case: EngagementUse Case: Engagement
@MichaelProcopio
LinkedIn.com/in/MichaelProcopio
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B2C vs. B2B
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$20K
Social Software
VS
SUV
> $1M
Integrating Social
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Courtesy of: Marketing Interactions, Inc.
LinkedIn vs. Facebook
1. 9 Things that Motivate Employees More than Money
2. Steve Jobs and the Seven Rules of Success
3. Steve Jobs: How to Live Before You Die
4. The World at Seven Billion
5. Four Destructive Myths Most Companies Still Live By
6. 5 Things to Do Every Day for Success
1. Satellite Photos of Japan, Before and After the Quake and Tsunami
2. What Teachers Really Want to Tell Parents
3. No, Your Zodiac Sign Hasn’t Changed
4. Parent’s, Don’t Dress Your Girls Like Tramps
5. Father-Daughter Dance Medley (Video)
6. At Funeral, Dog Mourns the Death of Navy SEAL Killed in Afghanistan
Follow for incentives, rewards, or discounts.4
Follow for news, insights, and product information.5
Source/s: LinkedIn Follower Analysis, January 20124, eMarketer (Lab42 study, August 2011)5
LinkedInTop shared articles, 2011
FacebookTop shared articles, 2011
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No Marketing Speak
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An blog post excerpt edited to remove marketing speak and use a social and personal voice.
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@PeterSpielvogel
LinkedIn.com/in/PeterSpielvogel
Marketing is Changing… Fast
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Traditional Marketing Social Media
Press release Blog/ Twitter/ LinkedIn
White paper Series of blog posts
Datasheet (printed) Wiki or web page
Roadshow Webinars
Highly produced video YouTube
Go Directly to Your Audience
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ProductMarketing
CorporateMarketing
Public Relations
ExternalAgency
ProductMarketing
Social is Better
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Agility
Cost
Reach
Cycle Time
Think Social First
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1.Social media sophistication gap
2.Engage vs. amplify
3.B2B vs. B2C – it’s all about the target audience
4.LI: insights, news, and product information; FB: discounts, incentives, and rewards.
5.Create social media-ready content first
Key Takeaways
Move The Needle
Move The Needle
1. Ask yourself: “Who is my target audience?” Do your homework.
2. Where does my audience get their information? Identify these “watering holes”.
3. Create objectives, tactics, and content for each channel you choose.
Channel Selection
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http://www.amazon.com/Rules-B2B-Social-Media-Marketing/dp/1607731134
www.onlinemarketinginstitute.org
Thank You
Contact us on Twitter:@MichaelProcopio@PeterSpielvogel@NaThomson
Bibliography
• 42 Rules for B2B Social Media Marketing• Google+ Communities: The Last Nail in
Facebook's Coffin?• The Social Media Report 2012 (by Nielsen)• Pictures from Creative Common on Flickr
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