18/02/2010
The Web, B-to-B & the power of 2.0
International survey results
Paris, 18th of February 2010
18/02/2010 2
Web 2.0 is a tsunami…
Facebook celebrating 6th birthday with 400 millionmonth active users worldwide – Mashable
More than 600 millions will be logged onto social network by 2012 - Matthew Fraser & Soumitra Dutta
Not using social media has dropped from 43% now to only 9% within Fortune 500 companies - E-Marketers
18/02/2010 3
Web 2.0 impact on business
By 2011, 1/3 of purchases (online and offline) will be influenced by Web communities – Gartner
80% of US companies are using Linkedin as main tool for hiring people–Forrester
UGC (User Generated Content) represents 25% of search results for the worlds top 20 largest brandsare links – Socialnomics
18/02/2010 44
Social media are dramatically reshaping relationships…
Something should be happening in BtoB…? With some specificities… ?
18/02/2010 55
112 CompaniesAccor hotels, Air Liquide Industrie, American standard brands, APEM, Aster Group, Auto Clover CSC, Belin Stenbeck AB, BNP Paribas Assurance, Bostik, Bouygues Telecom, Burgmann Industries, CALS, Card Crawford and ABS, CBRE, CDW, Cegedim dc, CEMA AG, Cessna, Coperion GmbH, Corus Colors, Dassault Systèmes, Dell France, DHL Global Mail, DORMA, Dow AgroSciencesLLC, Eastman Chemical Company, EDF Pro, Electrabel, Elekta, EuroShell, Facom, FirstAssist Legal Protection, Forensic Science Service, GDF Suez, Generali, Groupama, Groupe Nmpp, Guardian, Henkel AG, HK Systems, HL Display, Höganäs AB, Hydro International, Ibstock, INEO GDF Suez, INVIVO, John Deere France, John Deere US, JS Corporation, JunjinCSM, KM ink, Koelnmesse GmbH, KWS SAAT AG, Lafarge, LCL, LG CNS, Manitou, Mannheimer Morgen, Medi-Future, Merial, Mölnlycke Healthcare, Mono Pumps Ltd, Munters AB, NACCO Materials Handling Group, Natixis Assurances, NatureTech, NCC, Nexans France, Novell Gmbh, Office Depot, PBS Software, Pilkington's Tiles, Pixmania Pro, Puratos Group, Saab, Sage Software, Same Deutz Fahr, Samkwang Glass, Sandvik Coromant, SATA, Scafftag, SD Worx, Securitas, Seifert & Partners, SGD, Sindoricoh, SK Chemicals, SKF Lubrication Systems Germany AG, Sodexo, Solvay Pharma, SOPEXA, Spacesaver Corporation, Streamson, Thales Group, Trelleborg Offshore, TTS GmbH, TÜV SÜD AG, Veolia, Werner Enterprises, Weg, Merial, Gerdau, Scotia Homes
International BtoB survey
Benchmark Group & BBN
18/02/2010 6
50% increase to be expected in BtoB digital budget
Digital budget compared to total marketing and communication budget
Source: Benchmark Group / Munier-BBN – October 2009
9%
12%14%
7%
13%
10%
15%
12% 12%
0%
5%
10%
15%
20%
2008 2009 2010 (f)
Total France Foreign countries
18/02/2010 7
The marketing & communication mix is changing
“Please rate the following media used in promoting your brand in 2009”…
More and more Unchanged Less and less Abandoned in 2009 Unused2% 25% 17% 55%
6% 40% 28% 23%
10% 44% 30% 6% 9%
10% 48% 34% 3%5%
22% 44% 29% 5%
53% 13% 32%
75% 20%
0% 20% 40% 60% 80% 100%
Broadcast (radio, TV…)
Sponsoring, patronage…
Newspapers andmagazines
Printed mailing
Professional events(seminars, tradeshows…)
Web 2.0 tools (socialmedia, blogs…)
Internet (display, adwords…)
18/02/2010 8
Economic crisis is boosting the decision for mark/com activities with easy ROI measurement
“What is the impact of the current economic slow down on your B to B communication strategy?”
We drive web 2.0 marketing in the context of limited
budget13%
The economic slow down is
accelerating a process that
already started years ago
23%
Opportunity to drive innovative and differentiating
campaigns 9%
Choose media with easy ROI
assesment29%
No impact yet26%
18/02/2010 9Source: Benchmark Group / Munier-BBN – October 2009
Web 2.0: BtoB marketers are jumping on the band wagon
In communicating your brand, what interactive platforms do you use or plan to use?
2% 98%
7% 20% 73%
12% 5% 83%
15% 17% 68%
20% 5% 76%
22% 12% 66%
32% 27% 41%
34% 24% 41%
0% 20% 40% 60% 80% 100%
Conduct specialoperations on Second Life
Product evaluationplatform
Web TV
Make influent bloggerstest my products
Micro-blogging actions
Consumer voicing theiropinions on blogs and
social media
Information sharingcommunities
Broadcast of contents onuser-generated content
platform
Yes, already No, but planned for late 2009/10 Not planned
18/02/2010 10
Videocast on YouTube
18/02/2010 11
Sodexo Careers events on flickr
18/02/2010 1313
Community management: blog, forum
18/02/2010 1414
Social media presence
18/02/2010 1515
Professional networks: Fedex ad on LinkedIn
18/02/2010 1616
Microblogging
18/02/2010 18Source: Benchmark Group / Munier-BBN – October 2009
Different perception of constraints between France and ROW…
What are the main difficulties in setting interactive services using web 2.0 solutions?
32%32%
45%19%
51%13%
49%26%
45%71%
0% 20% 40% 60% 80%
Management of onlinereputation
Development cost
Risk of poor qualitycontent
Lack of expertise
Animation/moderatingcost
France
Etranger
18/02/2010 19Source: Benchmark Group / Munier-BBN – October 2009
Maturity varies between Services and IndustryWhat are the main difficulties in setting interactive services using web 2.0 solutions?
29%38%
46%27%
29%46%
29%43%
59%51%
0% 20% 40% 60% 80%
Management of onlinereputation
Development cost
Risk of poor qualitycontent
Lack of expertise
Animation/moderatingcost
Services
Industry
18/02/2010 20
BtoB marketers do not fully appreciate ye the benefits of using web 2.0 tools & techniques
Source: Benchmark Group / Munier-BBN – October 2009
15%
18%
19%
22%
38%
40%
50%
53%
55%
63%
64%
0% 20% 40% 60% 80%
Identify new concepts
Training
Facilitate customersdecision
Extend messages on tomobile devices
Collect insights
Provide users withcustomised alerts
Create dialog betweenbrand and clients
Promote innovative brandimage
Build customer loyalty
Increase website traffic
Improve brand image
“Why do you use or plan to use Web 2.0 solutions?”
18/02/2010 21
E-reputation : a major issue for BtoB companies
“How do you currently manage online consumers opinions”
11% 29% 59%
19% 29% 52%
46% 19% 35%
0% 20% 40% 60% 80% 100%
Digital influence (3)
Brand community (2)
e-reputation (1)
Currently used Planned for late 2010 Not planned for now
18/02/2010 22
Three major trends for web 2.0 in BtoB marketing
The adoption of web 2.0 tools will speed up in 2010
The perception of web 2.0 is moving from low cost marketing to significant (but necessary) investment with substantial ROI
BtoB companies need to fully integrate web 2.0 in their business model in order to harvest its full potential
18/02/2010 23
How should brands and marketers prepare for the
future?
18/02/2010 24
BtoB dilemma
Harvest benefits of collective intelligence
Maintain tight organisational controls
18/02/2010 25
To harvest the benefit of social media, Marketers will have to reinvent themselves
Marketing strategy• Long-term relationship and transparency with your customers
• Value content & personalization vs intrusive advertising
• Earned media vs paid media
• Real time / iteration vs yearly marketing planning
Marketing resources • Balance online and offline budget
• Allocate money to produce value content
• Hire community managers
• Change your way to consider market survey: use online communities to generate insights and test products or services concepts
18/02/2010 26
Regarding control, companies have to adapt…
E-reputation management strategy• e-reputation measurement tool is not enough
• Companies should plan specific actions to manage bad buzz and get more of positive buzz
Social media guidelines • Employees have major responsibilities in the e-reputation management
• Companies should train them to use social media without damaging the brand image
• See Coca Cola and DELL online social media principles examples
18/02/2010 27
The B2B website of the future
Capable of adapting content and experiences to reflect customer’s preferences
Serve dynamically generated images and messages, based on user’s online behavior and user profile.
This will allow communication to become highly personal
18/02/2010 28
So, to conclude…
18/02/2010 30
In ten years, most of us will communicate directly with consumers, employees and the broader community through blogs…If you’re not part of the conversation, others will speak on your behalf.
Jonathan Schwartz, president of Sun Microsystems
18/02/2010 31
Two last words…
Thank you!