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B2BSocialMediaMarke/ngNataschaThomsonCEO,Marke4ngXLerator@NaThomson
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Today’sAgenda
WTHisB2BSocialMediaMarke4ng&WhyShouldICare?
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Whatwouldyouliketolearn
today?
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NataschaThomsonCEO,Marke/[email protected]@NaThomson
Over15yearsofmarke/ngexperienceinGlobal2000andstartupcompanies.CustomersincludeSAP,EMC,Polycom,SLAP,BAHREC,Mom’stheWord,andLookingGlass.
Basic(B2B)Strategy
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7Source:OurDigitalCoach.
Impact:HowdoYougetYourmessagetoYouraudience?n Iden4fy“wateringholes”n Definestrategies&tac4csn Executen Measure&FineTune
The 3 Marketing Pillars
Brand Posi/oning/Message Promo/on
Portray:Whoareyou/yourcompany?n DefineIden4tyn Ar4culateBrandPromiseandDifferen4ator
Convince:WhydoesitmaNer?n DefineTargetAudiencen Posi4onproducts&servicesn DefineofferingUSPandDifferen4ators
Awareness, Engagement, Conversion
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StrategyElements
1. SMART Objectives 2. Target Audience 3. “Watering Holes” 4. Tactics 5. Execution 6. Fine-Tuning
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FishWheretheFishAre
WhereAREtheFish?
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Source:WeAreSocial
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|14hdp://marke4ngland.com/digital-growth-now-coming-mobile-usage-comscore-171505
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InboundMarke/ng&DigitalTransforma/on
WTHisInboundMarke/ng?
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Forrester:TheBuyer’sJourneyHasChanged
• 70-90%ofthebuyersjourneyiscompletepriortoengagingavendor.
• Consumersengagewithanaverageof
11.4piecesofcontentbeforepurchase
BuyerCycle:Past
Source:RobinGrant:Thepurchasefunnelisnomore.
BuyerCycle:Present“Consumer’sDecisionJourney”
Source:RobinGrant:Thepurchasefunnelisnomore;viaMcKinsey.
“Youneedtodevelopwaysforpeopletotalkaboutyourproduct,
sothatwordofmouth(WOM)works.”
~McKinseyGlobalMarke2ng&SalesPrac2ce
Source:RobinGrant:Thepurchasefunnelisnomore.
|21hdps://business.linkedin.com/marke4ng-solu4ons/display-adver4sing
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23hdps://www.youtube.com/watch?v=_2eQ33OBaOU
24Source:Al4meter–2014StateofDigitalTransforma4on
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hdps://www.youtube.com/watch?v=k7YSGt17Gws
WhatTheyDidn’tTeachYouAtHarvardBusinessSchool
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Over-Automa/onRisks
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ExcessiveAutoma/on
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ExcessiveAutoma/on
FourEyesAreBeNerThanTwoEyes
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ThinkAnybodyCanTweet
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#SusanAlbumParty
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#SusAnalBumParty
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CyberandFakeNewsRisks
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|37hdps://www.forbes.com/sites/kevinmurnane/2017/03/29/if-you-dont-know-much-about-cybersecurity-youre-not-alone/#38c91cc6313b
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Always
ü Checktheaccuracyofwhatyoushareü No#Alterna4veFactsü BeRespecpulü Rememberthatapostislikeadiamond
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41hdps://www.youtube.com/watch?v=1wzK5G8skGU
MaerskB2BCaseStudy
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Maersk:SocialMediaStrategy
• Strategy:Tellstoriesaboutthebusiness• ROI:
– Increasedbrandawareness– Higheremployeesa4sfac4on– Newmarketinsights– Closertocustomers
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MaerskCampaignExample
• Story:HowMaerskshippingcontainersnavigatethefrozenBal4cSea
• Campaign:FB>LandingPage>(Gated)Brochureonan4-freezeservices
• ROI: 150“HotLeads”passedtoSales
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MaerskSocialMediaApproach
Strategy:EachMaersksocialchannelhasitsownapproach
– Instagram:Followerscanpostpicturesofships,#Maersk– LinkedIn:Maerskpostsar4clesaboutworkculture&jobs
OutcomeStudy:MaersksecondonlytoLegointermsofFBengagement(1.5mFBfans,15%customers).
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Maersk:OurSocialMediaChannels
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Maersk:EmployeeAdvocacy
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Q&A
NataschaThomsonCEO,Marke/[email protected]@NaThomson
Over15yearsofmarke/ngexperienceinGlobal2000andstartupcompanies.CustomersincludeSAP,EMC,Polycom,SLAP,BAHREC,andLookingGlassCyberSolu4ons.
|61
hdp://www.slideshare.net/wearesocialsg/digital-in-2017-global-overview
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Ownedvs.Earnedvs.Paid
• Owned– FacebookProfile– FacebookPage– Organicposts– Content
• Earned– EngagementinFacebook
Groups– Engagementwithpeople
wholikedthePage– Sharingofcontent– Commen4ngonposts
• Paid– BoostedPosts– Adver4sing
Source:SmartInsights.com
|65hdp://marke4ngland.com/digital-growth-now-coming-mobile-usage-comscore-171505
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TheMobileRevolu/on
• 64%ofAmericanAdultsownsmartphones• Smartphoneusersspend89%oftheirmobilemedia4meusingmobileapps
• SinceSept.2015,Appleindexesboththeweb&allappsavailableintheiTunesstore
Source:PewResearchCenter:USSmartphoneusein2015.
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hdp://www.futureofwork.com/codehalo/videodetails/the-smac-stack-the-fabric-of-code-haloshdp://www.futureofwork.com/codehalo/videodetails/code-halos-the-connected-story
BuzzWords&WhatTheyMean
#Data-DrivenMarke4ng#BusinessIntelligence(BI)#SalesAccelera4on#LeadNuturing#LeadScoring#GrowthHacking#Predic4veMarke4ng#ProgressiveMarke4ng
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