B2B companies are looking beyond conventional marketing communications and using social media to engage directly with their audiences, build trust and gather customer insight. But many companies are struggling to do this in a meaningful way. They’re prioritising marketing rhetoric over content creation, community building, and problem solving. This means that businesses are missing the opportunity to turn prospects into customers and customers into advocates. In this workshop, Text100’s Global Digital and Social Media Lead Jeremy Woolf will present the case for B2B social media and methodology for driving results. The delegation will then be split into four groups, each tasked with creatively responding to aB2B social media brief. Text100 experts will guide the groups, with each presenting their strategy back to the delegation.
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1. Social Media:B2B Moving Beyond the HypeiStrategy, London26
November 2012@jeremywoolf
2. Jeremy Woolf text100.compublicrelationships.blogspot.com
linkedin.com/in/jeremywoolf@jeremywoolf www.socialmedia-mba.com
@jeremywoolf 3. Social Media: Moving Beyond the HypeBeyond
conventional B2B comms Engage directly with audiences, build trust
and gather insight Marketing rhetoric vs. content and community
Turn prospects into customers and customers intoadvocatesBuyers and
their journeysWorkshop exerciseSkype!@jeremywoolf 4. Theres going
to be anopportunity over the nextfive years or so to pick
anyindustry and rethink it in asocial way...we think thatevery
industry is going to befundamentally re-thoughtand designed
aroundMark Zuckerberg, CEO, Facebookpeople.Mark Zuckerberg - World
Economic Forum Annual Meeting Davos 2009,World Economic Forum,
http://www.flickr.com/photos/worldeconomicforum/3488879012/@jeremywoolf
5. 1. Who do you sell to?2. How do they buy?@jeremywoolf 6. Buyer
Personas @jeremywoolf 7. Meet Dave (Not his real name)BACKGROUND:
Head of IT in digital advertising agency Worked at the same company
for 10 years; workedhis way up from senior systems engineer Married
with one child (11)DEMOGRAPHICS: Skews male Age 40-50 Dual HH
Income: 220,000 UrbanIDENTIFIERS: Calm demeanor Small team,
jack-of-all-trades Very active online@jeremywoolf 8. Meet
DaveGOALS: Support business goals Reduce storage costs Improve data
access speedsCHALLENGES: Getting everything done with a small,
dispersedstaff Rolling out changes across the entire company
Keeping pace with innovationHOW WE HELP: Offer storage and services
via the cloud Integration with existing systems@jeremywoolf 9. How
Does Dave Buy?(Obligatory social medianumbers bit) @jeremywoolf 10.
Hesgotthepower@jeremywoolf 11. Hes social@jeremywoolf 12. Hes
hungry for contentConsumers gather 60% ofinformation needed tomake
purchase decisionsbefore contacting vendors @jeremywoolf 13. Hes
hungry for contentMost tech buyers become aware oftechnology
products by talkingwith their peers/colleagues(followed by
industryinfluencers and web search) @jeremywoolf 14. Hes hungry for
contentAn average of 9 informationassets are downloadedduring the
purchase process @jeremywoolf 15. Sales is evolving1950s-Sales
teams find and persuade buyers, supported by1990s advertising and
public relations1997 Buyers start to search online, find product
informationfrom multiple vendors2006 Buyers start to confer with
each other via online socialnetworksSales uses online tools to
prospect, generate and qualify2009 leadsSales uses social networks
and diverse content to engage2012 with prospects before they
contact you@jeremywoolf 16. How do we reach Dave? Relevant, useful
and entertaining Enhance social status Reaction and fun Connect him
with peers Enable participation Direct behaviour by understanding
and directingthe buyers journey@jeremywoolf 17. The buyers journey
RESOLVE AWARENESSReduced cost of RETAIN customer
CONSIDERATIONacquisition PURCHASE INTENTELECTInfluence
othersDECISION buying journeysSELECTSUPPORT RECRUIT LOYALTY
CREATEADVOCACY@jeremywoolf 18. Content directs the buyers journey
TRADITIONAL OWNED / SOCIALEARNEDPAID AnnouncementAWARENESSTweet
Third party blog Display adrelease CONSIDERATION Case study Blog
postDiscussion forum SEM / SEOINTENTWhitepaper Video Q and A
siteEmail offers DECISIONSocial supportSurveySupport
forumDiscussion forum SUPPORTplatformLOYALTY Win releaseGuest blog
post Third party blog Satisfaction survey Trade show P2P Advocacy
ADVOCACYVideo blog post Blogger site
visitpresentationProgram@jeremywoolf 19. EARNED
OWNEDSOCIALPAIDProduct / news Press release / Facebook / Banner
adpress / blog case studies on TwitterBuyer: coverage website
updates SEM RealizesCase studyFlash demosQuora /problem or media /
blogLinkedInOutdoorbusiness needcoverageAnswer Blog posts responses
Doesnt yetBroadcastunderstandAnalyst papers Social gamesLanding
page and Printsolutions Feature articles competitions Needs product
about technology /Tip sheets Trade showand
industrytrendsinformation Commitment is
SearchInfographicslowContent informs, demonstratesunderstanding of
the problem and vendorexpertise @jeremywoolf 20. EARNEDOWNED SOCIAL
PAID Expert Facebook /SpeakingFree webinars interviews Twitter
engagementsBuyer:media / blog updatescoverageWhitepapers
PerformsDiscussion SEMresearch Case studyPodcasts forum /media /
blog LinkedIn Has determinedcoverageGroup Telemarketingtech needs
eBooksinteractions Asks moreAnalyst papers Quora /educated Spec
sheets LinkedInReviewquestions websites Answerresponses Email
isBuyers guidesfrequently Expertpreferred Gamification interaction
insocial channels Commitment is Email fromlow to mediumContent
reinforces vendor suitability,sales rep and ability to solve
problems@jeremywoolf 21. EARNEDOWNED SOCIAL PAID Case studyFree
trialsExpertmedia / bloginteraction inBuyer:coverage social
channels Product demos EstablishedAnalystDiscussionmust haves
outreach Consultationsforum / Price, qualityLinkedInetc. GroupSpec
sheets interactions Narrow downvendorsProduct Concerned
whitepapersabout missingdetails Commitment ismedium-to-high Content
defines and meets custom requirements@jeremywoolf 22.
EARNEDOWNEDSOCIALPAID ROI calculatorsExpertinteraction inBuyer:
social channels Compare ConsultationsvendorsProofs of Detail is
conceptimportant 4.2 technologyproducts /solutionsexaminedbefore
decision Commitment ishighContent arms buyer to make /
endorsedecision @jeremywoolf 23. @jeremywoolf 24. Helping buyers
buy: Ninefold EARNED OWNED SOCIAL PAIDWebsite Twitter FoursquareBar
tab Trade showSales engagementProof of concept Case
study@jeremywoolf 25. Helping buyers buy Not usually a linear
process Cross over between phases Many people involved in decisions
Buyers armed to sell products internally Create relevant content
for each person involved in theprocess Deliver content where, when
and how it will have thegreatest impact on the buying decision
Understand the signals that indicate readiness to movebetween
phases of the purchase process Simplify the buying process for
customers @jeremywoolf 26. Summary1.Understand your
buyer2.Understand your buyers journey3.and the content that helps
them4.Not all content is created equal5.But it can drive decisions
@jeremywoolf 27. Discussion @jeremywoolf 28. Jeremy Woolf
text100.compublicrelationships.blogspot.com
linkedin.com/in/jeremywoolf@jeremywoolf www.socialmedia-mba.com
@jeremywoolf
