Social Media for B2B Technology Marketers

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    11-May-2015

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Social media is a critical component in the B2B technology buying process. Buyers are increasingly turning to user-generated content and online recommendations to help make purchasing decisions. B2B technology marketers must leverage the power of social media to better meet the needs of potential buyers and build lasting business relationships. In this webinar, Larry Weber of W2 Group, Dave Munn of the IT Services Marketing Association (ITSMA) and Pauline Ores of IBM discussed how B2B technology companies can effectively integrate social media into their marketing plans.

Transcript

  • 1.Social Media: An Integral Tool for B2B Technology MarketersJanuary 29, 2010 - #SMB2B

2. Todays Speakers Moderator Panelists Dave Munn CEOITSMA Larry WeberPauline OresChairman Social EngagementDigital Influence Group andStrategist, IBMRacepoint Group Corp. Marketing,@thelarryweberCommunicationsand Citizenship 2 3. Agenda Larrys Perspective Daves presentation Paulines presentation Q&A #SMB2B 3 4. About Us Full service digital agency that is social media at its coreA global public relations agency that helps clients harness the power of bothtraditional and social media to build and protect reputation and drivebusiness4 5. Introducing Larry WeberChairmanDigital Influence Group andRacepoint Group@thelarryweber 5 6. Its time to close the social media gap between marketers and buyers get beyond the pilot phaseBuyer Marketer55% use social media to get infoStill relying heavily on traditionaland communicate withmarketing methods social media farcolleagues during buying processdown the list(Source: ITSMA-PAC Survey, 2009)(Source: Forrester, April 2009)6 7. Beyond pilots: You need a strategic approach Audience IdentificationResearch Listening Prioritize goalsStrategy Roadmap with milestones, resources, risks, budget Content, distribution and outreach strategy Define social media programs & platformsProgram Creation / Execution Create a user experience across all channels Integrate with traditional marketing programs Pre-launch planningActivation Launch activities to drive engagement Post-launch activities to sustain momentumMeasurement & Optimization Measure outcomes, not just outputs Optimize programs7 8. Awareness ThoughtCIO/External Promotion LinkedIn Experience LeadershipCIO.com Phase 1 HubIBM Events Promotion Twitter PresenceFacebook Experience8 Proprietary and Confidential8 9. Cisco Router Launch: Lead Generation FanistaCreate fun micro-site to Provide 3D game to demonstrate generate buzz & obtain launchproduct features & encourageevent registrationssharing Build a Community & DriveRegistration to Second Life Launch Event One component for gathering 7,000+ registrations40,000+ users played Gain visibility on YouTubeOrganize TelePresence sessionsfor sales engagement Create Facebook groupQuirky videosto build communityshowing Ciscosfun side 1,000+ field reps 1,000+ members Measurement & Analysis9 10. CSC Wikonnect Building Deeper Customer Relationships and Loyalty Personalized venue where insurance community shares experiences and ideas for enhancing CSC software 24x7 collaborative environment, access to latest product updates 7,000+ users from 500 companies Opens the door for clients to talk to each other and to CSC, share best practices Gives CSC a true point of differentiation in the insurance industry 10 11. Introducing Dave MunnCEO ITSMA 11 12. The Growing Importance of Social Media and Web 2.0 in the Decision MakingProcess for Technology Solutions Prepared by: David Munn President & CEOITSMAdmunn@itsma.com12 13. Three-quarters of buyers are using social media in thepurchase processthats huge! Which of these Web-based tools do you use to gather information and communicate with colleagues during the purchase process? % of Respondents (N=350) Which of these Web-based tools do you use to gather information andcommunicate with colleagues during the purchase process? % ofRespondents (N=264)None LinkedIn58(25%)(75%)Blogs50 Facebook47Twitter 41Plaxo 39Note: Multiple responses allowed.Source: ITSMA and PAC, How Customers Choose Study, 200913 14. Now, more than ever, marketers need to base their activitieson customers buying processes and integrate social mediamore into the marketing mix ITSMAs Relationship Model/Buying Process Relationship Stage 1.Stage 2.Stage 3. Stage 4. Stage 5.Stages EPIPHANY AWARENESSINTERESTCONFIDENCELOYALTYBuyingNeedSearchAlternativeSelection and Post-Purchase Post- ProcessesRecognition EvaluationPurchaseEvaluationExplore theClarify objectives Finalize the shortSelect the providerEvaluate possibilitiesand solutionlistsatisfactionNegotiate thespecificationsIdentify a needSolicit proposals contractMeasure value or opportunityIdentify deliveredalternatives Evaluate Ultimate sign-off sign-(short list)alternatives Source: ITSMA, 2009 14 15. When companies identify a need, they proactively seek out alternative solutions and use web and social media tools more and moreThe solution provider I do the research andcontacts me first (37%) find the appropriatesolution providers(63%) Mean % of Time(N=355) Source: ITSMA and PAC, How Customers Choose Study, 200915 16. Two of the top five sources of information are digital/web2.0/social media channelsTotalSpeak to colleagues for referrals 33 17 19 68What are thefirst three steps Do an online search including, company websites,1114 14 39 whitepapers, podcasts, Webcasts, etc.you take toidentifySpeak to your existing solution providers and9 131132 hardware and software vendorsalternativesolutions?Get advice from consultants 98 12 28% ofCheck the blogosphere, social networks, or online8 10 11 27Respondents chat boards(N=355) Speak to or check publications of industry811523analysts such as Gartner, PAC, IDCSpeak to or check publications of financial686 19 analysts such as Merrill Lynch or Goldman Sachs Read business and trade publications 5 6 919Pay closer attention to advertisements 6 5 5 15 Respond to emails and cold calls from consultants14or solution providers 4 5 6 Other 1 1 Note: Numbers may not add up due to rounding.Step One Step TwoStep Three Source: ITSMA and PAC, How Customers Choose Study, 2009 16 17. Buyers rank numerous digital/web 2.0/social mediachannels among the top ten in getting their attentionWhich types of marketing vehicles do you believe are most effective in getting your attention and encouraging you to learn more about solutions and providers? % of Respondents (N=355)Electronic newsletter from the solution provider 2532 2914Webinar2429 3215Invitation to a dinner discussion or evening roundtable with peers 23332520 Invitation to an in person seminar or workshop23 39 26 12Case studies describing successful customer solution implementations202239 19 Speech or presentation at a conference or trade show19 2238 21 Solution providers blog or online community17 30 35 18 Search engine hits when doing research or surfing the Web 1641 2717Article in the business or industry trade press15 33 3021 Online advertisement15 3033 22Direct mail brochure133231 24 Phone call or email from a sales representative from the solution provider 12 2334 31 TV or print advertisement11 30 40 20Hospitality programs such as sporting event or golf outings 10203536Very effective Somewhat effective Somewhat ineffective Not at all effectiveSource: ITSMA and PAC, How Customers Choose Study, 2009 17 18. Online communities and microsites are growing in value to executives who participate in provider relationship programs Of the programs Executive-level business events (e.g., seminars, meetings) 39 you participate in,Private briefings 33 which three do Customer advisory councils or boards 30 you think provide the greatest value Social or recreational activities (e.g., golf outings, dinners)27to you?Client reference programs25 % ofOnline communities/social networking that the solution 23provider facilitates RespondentsDedicated microsite or portal for your company with 22 (N=355)information about their project work and thought leadershipAccount-based or one-to-one marketing programs22 Joint PR/advertising/co-branding20One-on-one, executive-to-executive relationships 20Small, intimate, local peer networking events 18 Other1Note: Up to three responses allowed. Source: ITSMA and PAC, How Customers Choose Study, 2009 18 19. Marketing Tactics Becoming More Important in 2010 Social Media and Web 2.0 on the Rise Thought leadership Invitation-only online development communities hosted or References and testimonials sponsored by your company Senior level relationship Corporate Website management programs, Internal collaboration through customer advisory boards, social media and/or Intranet councils Blogs Online video Public online social networks (e.g., LinkedIn, Facebook) ROI tools/Price justificationtoolsSource: ITSMA, Budget Allocations and Trends: Key Metrics Survey, 201019 20. Marketing needs to become more of a content creation engine SalesIntegratedMarketingCampaigns Relationship MarketingThought programs Businessplanning/ Content Digital/social leadership strategy strategy/platform Engine mediaintelligence Events Influencerrelations PR Business PartnersMeasure, Analyze, and Report 20 21. Top Challenges Marketers Face with Social Media andWeb 2.0 EffectivenessRate the level of challenge your company faces in using Web 2.0 channels in the following areas: Mean Rating (N~33)Getting the time commitment to participate4.0Keeping our bloggers interested and posting regularly 3.9 Maintaining the pace/volume of content creation demands 3.8 Effort required to manage channels 3.6 Finding the right employees to engage with the channels3.4 Getting employees and customers to feel comfortable engaging 3.3Measuring results 3.3Gaining/keeping customer interest3.1 Maintaining a consistent representation of the organizations brand2.9Communicating in the right voice2.7Note: Mean rating based on a 5-point scale where 1=not at all a challenge and 5=extremely challenging. Source: ITSMA, B2B Marketing Online Survey: Web 2.0, April 200921 22. Introducing Pauline OresMarket Insights, Principal ConsultantSocial Insights Practice IBM 22 23. Consumers Are Becoming Citizens client adsmedia agencyreceptiveconsumerads & media SM UGC search active citizen 23 24. What Makes Up Social MediaApplications and Sites Blogs, wikis, Facebook, etc. Social Drivers How to build a network/community Business Processes Integrating social contributions Business Transformation Corporate culture24 25. Current picture of IBM & Social media Blogs - 17,000 blogs3,000+ Beehive 60K members 75,000+ WikiCentral 1 million daily page views 52,000+ InnovationJam 4 Jams, 500,000 participants 40,000+ Media Library 10 million downloads 198,000+ 25 26. Enterprise Community-Based Model Coordinating Activity Enterprise approach is key if 2+2 is to = 5 Social is suited at managing social rather than falling back on command and control processes Continually integrate digital marketing efforts Growing Participation Community managers - a critical and unique skill if were to move past SMM checklists Enterprise systems need to support virtuous circle acknowledging and driving participation 26 27. Key Issues and Recommendations Demonstrate business value - Why should I fund this? Go narrow and deep and fail quickly Select specific areas/ecosystems, apply the resources trulyrequired, iterate, measure results Metrics How do I know its making a difference? Take full advantage of social media research IBM CORE enterprise program Not only for listening can support execution, metrics Engage your MI teams Internal Adoption How do I get them to participate? Seek out community building talent Building a community w/active participation who can drive andnurture internal participation 27 28. Questions from the Audience Feel free to type in your questions for Larry, Dave and Pauline28 29. Additional Resources1. To get a copy of our white paper on Social Media forB2B Technology MarketersEmail: webinar@w2groupinc.com2. To share the recording of this webinar www.racepointgroup.com/digital/resources.cfmwww.digitalinfluencegroup.com3. Other questions, contact: Jackie Lustig at jlustig@w2groupinc.com29