Wsj b2bandsocialmediavfinal 100302235632 Phpapp02

8/8/2019 Wsj b2bandsocialmediavfinal 100302235632 Phpapp02

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Social Media for B2B


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Moderator

Graham WhiteManaging Director | HoworthOgilvy Public Relations Sydney


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Social Media for

B2BCompanies

A Red Belt Training


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#ogilvyB2B

Twitter Hashtag


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Brian GiesenRegional Director | 360 Digital InfluenceOgilvy Public Relations Worldwide@bdgiesen

Speaker


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Jill RuchelManaging Director@PraxisCafe


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Reference: http://bit.ly/dADH0B


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No Vendors Responded

Reference: http://bit.ly/dADH0B


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AGENDA

1. Social Media 101: Quick Refresher

2. Who is the B2B Decision Maker?

3. Five Myths About B2B & Social Media

4. Six Ways to Engage

5. Practical Next Steps


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SOCIAL MEDIA 101A QUICK REFRESHER


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Poll Question:

Do You Have a Profile on Any of TheseSocial Media Tools:

LinkedIn Facebook Twitter Friendster QQ


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The majority of the worlds heavy

Internet users are in Asia, 41% ofthe worlds online population, thats

about 530 million users. (Source:Comscore)

More than 450 million across APAChave participated on social media.(Source: OgilvyOne)

From age group of 18-34, 73% inAPAC claimed themselves asbloggers, while only 42% in the US.

Digital APAC


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Complex Digital Landscape

B2BLandscape

SocialNetworks

IT Sites/Blogs

Entertainment

Mobile


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458%Increase of APACvisitors on

Facebook

Source: BrandRepublic


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IN 2007, 15% OF B2B MARKETERS POLLED SAID

THEY WERE USING SOCIAL MEDIA.


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TODAY, THAT NUMBER HAS QUADRUPLED.DIGITAL AND WORD OF MOUTH AS THE MOST

TRUSTWORTHY SOURCE OF INFORMATION


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THE B2BDECISION MAKER


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Miles, CEOLarge Enterprise

Sally, CIOMidmarket

Ruby, IT ManagerSmall Business

Three B2B Customers


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Miles, CEO Large Enterprise (>1000)

I will be the one to lead my company into

the future.

As a CEO of a leading telecommunications company, I have to

remain focused one step ahead of change. I am always on-the-

go, and my assistant is responsible for making sure my email

and appointments are always up-to-date in my mobile as I go

from one meeting to the next

COMMUNICATION CHALLENGES1;2

Too busy for content that requires timecommitment

Avoids anything deemed overly technical

May leave IT decision making to CIO

May be influenced by prior relationships

INFORMATION NEEDS1;2

Thought-leadership

Networking & Peer Insights

Case studies of proven business strategy

How multiple arenas (e.g., politics,stocks, local news) affect his company

CEO

Age: 53

HHI: $415K

Education: MBA,Location: Hong Kong

FAVORITE BOOKMARKS (WEBSITES)3;6

Vendor Websites4

AFR.com

Smh.com.au

Asx.com.au

Sources:1RoyMorgan08: Chairman/Managing Director/Head;

$150k+2The Enterprise of the future. IBM Global CEO study.IBM Study 2008, Making change happen3ABRS2009: Chairman/Chief Executive4CBS Interactive: C-Suite & IT Pro Media Usage, Aug.20095IBM Growth Markets Unit: The Curious Web; Q2096RoyMorgan08: Men; 40-59; Chairman/MD/Owner;Internet at Work

TheAge.com.au

Google.com.au1

Qantas.com.au1

CNN.com

NineMSN News

Economist.com

Bloomberg.com

LinkedIn5

Commbank.com.au

YouTube

ANZ.com

BigPond Email


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Miles Digital Map (CEO, Large Enterprise)

VirginBlue.com.au

News &Information

TheAustralian.News.com.au Business &

Finance

cathaypacific.com

Shopping &

TravelEntertainment

YouTube

SMH.com.au

DailyTelegraph.news.com.au

Commbank.com.au

AFL.com.auabc.net.au/TV

ANZ.com

Westpac.com.au

ASX.com.au

INGdirect.com.au

Afr.com

CommunicationTools:

Outlook

Mobile PhoneBigPond EmailLinkedIn

Microsoft Office Onli

SBS.com.au

ABC.net.au/news

Ninemsn News

Economist.com

Bloomberg.com

Ebay.com

RealEstate.com

GraysOnline.com.au

Google.com.au

GoogleMapsWhereIs.com.au

Wikipedia

Sources:ABRS2009: Chairman/Chief Executive; RoyMorgan08: Men; 40-59; Chairman/MD/Owner; Internet atWork; CBS Interactive: C-Suite & IT Pro Media Usage, Aug. 2009; IBM Growth Markets Unit: The CuriousWeb; Q209

BBC.com

AfrMagazine.com

Dailytelegraph.com.au


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Sally, CIO (Midmarket)

Im focused on strategy. I leave the

purchasing recommendations to my IT

Manager.

Even though Ive been successful at several different

companies, I know that youre only as good as your last

quarters growth. With pressure from the CEO to spearhead

enterprise change initiatives, I often look to my peers at other

top companies for thought leadership and insights.

COMMUNICATION CHALLENGES2;3

Wont participate with time consumingcontent due to busy schedule

May be influenced by prior vendorrelationships

Less likely to use the web for

entertainment

USER GOALS1;2

Information about new technologies thatcan reduce the cost of IT

Opportunities to network with other C-suite professionals

Thought-leadership around IT

CIO

Age: 43

HHI: $350K

Location: Sydney

FAVORITE BOOKMARKS (WEBSITES)6;7

Sources:1RoyMorgan08: Chairman/Managing Director/Head;

$150k+2Gartner 2009 CIO Survey, A/NZ results3Forbes Insights, The Rise of the Digital C-Suite06/094CBS Interactive: C-Suite & IT Pro Media Usage, Aug.20095IBM Growth Markets Unit: The Curious Web; Q2096RoyMorgan08: Men; 40-59; Professional/Manager;Works in IT; Salary $100k+; Internet at Work7ABRS2009: Chief Information Officer/Head of IT/IT

Director

Vendor Websites4

ZDNet.com.au

Smh.com.au

Asx.com.au

CIO.com.au

ABC.net.au

Google.com.au

Wikipedia.org

MISAustralia.com

BBC.com

Cnet.com.au

LinkedIn5

Ebay.com.au

Facebook

Qantas.com.au

Gmail


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Sallys Digital Map (CIO, Midmarket)

Sources:ABRS2009: Chief Information Officer/Head of IT/IT Director; RoyMorgan08: Men; 40-59;Professional/Manager; Works in IT; Salary $100k+; Internet at Work; CBS Interactive: C-Suite & IT Pro MediaUsage, Aug. 2009; IBM Growth Markets Unit: The Curious Web; Q209

Technology

Sourceforge.net

Qantas.com.au

News &InformationYellow.com.au

Google.com.au

GoogleMaps

SMH.com.au/Technology

WhitePages Online

Shopping &Travel

Entertainment

Smh.com.au/Sport

MISAustralia.com

News.com.au

Windows Live Search

CricInfo.com

JetStar.com.au

ZDNet.com.au

Ticketek.com.au

Abc.net.au/TV

BBC.comWikipedia.org

BigPond News

APCMag.com

Cnet.com.au

Domain.com.au

Redbook.com.au

Ebay.com.au

Hoyts.com.au

Communication Tools:Lotus NotesMobile PhoneGmail/BigPond/Optus EmailLinkedInFacebook

TheAustralian.com.au

Business &Finance

Westpac.com.au

StGeorge.com.au

ASX.com.au

SMH.com.au/BusinessDay

ANZ.com.au

Seek.com.au

GreaterUnion.com.au

CIO.com.au

ComputerWorld.co

m.au


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Ruby, IT Manager, Small Business

I may be working with a small budget,

but I expect to get the same level of

service as a large companyThe web is the first place I turn to for IT info (or any info)- I

trust the opinions of top bloggers and other IT pros online.

This year, my goal is to find a new IT process to optimize

the sales cycle, ensuring orders go smoothly from the

purchasing interface through fulfillment.

COMMUNICATION CHALLENGES1

Big vendors wont care about his business

Peers have more influence than vendors

Avoids vendor Web sites unless its asengaging as his leisure web activities

INFORMATION NEEDS1;2

Entertaining and informative content

Stay up-to-speed with latest technologies

Networking opportunities and peerreviews

Mobile Content

FAVORITE BOOKMARKS (WEBSITES)2

IT Manager

Age: 31

HHI: $80K

Location: Singapore

Sources:1RoyMorgan08: IT Professionals; 100-999

Employees2ABRS2009: IT Manager3CBS Interactive: C-Suite & IT Pro Media Usage,Aug. 20094IBM Growth Markets Unit: The Curious Web;Q2095RoyMorgan08: Men; 25-39;Professional/Manager; Works in IT; Companysize 100-999; Internet at Work

Vendor Websites3

ZDNet.com.au

ASX.com.au

INGDirect.com.au

Ebay.com.au

MISAustralia.com

ANZ.com

Google.com.au

Facebook

YouTube

ComputerWorld.com.au

LinkedIn4

Yahoo!7

FoxNews.com

Wikipedia

Ticketmaster.com.au


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Rubys Digital Map (IT Manager, Small Business)

Sources:ABRS2009: IT Manager; RoyMorgan08: Men; 25-39; Professional/Manager; Works in IT; Companysize 100-999; Internet at Work; CBS Interactive: C-Suite & IT Pro Media Usage, Aug. 2009; IBM GrowthMarkets Unit: The Curious Web; Q209

Technology

Sourceforge.net

Qantas.com.au

News &InformationYellow.com.au

Google.com.au

Google Maps

SMH.com.au/Technology

CNN.com

Shopping &Travel

Entertainment

Cricket.com.au

MISAustralia.com

News.com.au

Yahoo!7 Search

YouTubeVirginBlue.com.au

ZDNet.com.au

Ticketmaster.com.au

Abc.net.au/TV

BBC.com

Wikipedia.org

TheAge.com.au

APCMag.com

Cnet.com.au

RealEstate.com.au

CarSales.com.auEbay.com.au

VillageCinemas.com.au

Communication Tools:Lotus NotesMobile PhoneGmail/BigPond/Hotmail EmailWindowsLive/Yahoo!7 MessengerLinkedInFacebook

FoxNews.com

Business &Finance

INGDirect.com.au

Commbank.com.au

TradingRoom.com.au

MyCareer.com.au

ANZ.com.au

Seek.com.au

GreaterUnion.com.au

CIO.com.au

ComputerWorld.com.au

DailyTelegraph.com.au

Ninemsn news

Whereis.com.au

FlightCentre.com.au

AFL.com.au

FT.com

ASX.com.au

AFR.com

BRW.com.au


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Poll Question:

Do You Have a Profile on Any of TheseSocial Media Tools:

LinkedIn Facebook Twitter Friendster QQ

ANSWERS!


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B2B decision makersspend 1% of the timebuying.

They now spend the

other 99%

researching

& talking toeach other.

Image Source: zharpey_row @Flickr


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5 MYTHSABOUT B2B & SOCIAL MEDIA


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Myth # 1 Social Media

is Just for Kids

TRUTH:


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Facebook has more than 175 million members, and the fast

growing segment are users over 30 years old.

Nearly three-quarters of baby boomers use a video sharing site,

like YouTube, multiple times every month.

More than four out of five online users are active in either

creating, participating in or reading some form of social content atleast once a month Forrest/August 2009.

TRUTH:Social Media is Going Mainstream


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Myth # 2 Social

Media Doesnt Applyto B2B

TRUTH:


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In 2007, 15% of B2B Marketers said they used social media.

Today that number has nearly quadrupled as 57% of B2B

marketers are currently using some form of social media to

connect customers, create leads, and tap into new sources of

innovation.

In 2009, 51% of B2B Communicators cited brand building/brand

management as the primary objective for social media adoption.

TRUTH:Word of Mouth Has Always Been Important

Social Media Makes it Visible


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is Obscure,Niche Content

TRUTH:


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TRUTH:Social Media is a trusted source for many purchasedecisions and product opinions especially in B2B.


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is Not Relevant toConversion

TRUTH:


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TRUTH:There is Broad Applicability All Along the

Sales Funnel

Exposure

Response

Interaction

Participation

Discussion

Advocacy

ONLINEENGAGEME

NT

Sample Metrics Business Value

Total Visits, Page Views,Visitors, Segment by channel /media tactic, Repeat visitors

Tells us a story about the universeexposed to the campaign

Organic Search (by Engine /Keyword), Referring Site Traffic,Organic vs. Driven traffic %, Top

Content Viewed, Web ContentAnalysis

Tells us a story about how many ofthe audience are raising their hands

to start a relationship with the brand

Pictures created, number ofcreations, Sends to Friends,Store Searches, ProductViews/Interactions

Tells us how many of the campaignrespondents are showing us that theyare more than interested in the brand

Registrations, Shared creations,Depth of Conversation, Repeat

Usage, Demographic

Segmentation

Tells us how many of our universe areshowing a longer term relationshipcommitment to the brand

Opinions Gathered, ExternalBlog Comments, ConversationSentiment

Shows us how the campaign isprogressing by observing digitalchatter sentiment for the brand

Conversation Chains, MavenIdentification

Helps us to identify brand advocateswho could open up new campaigntactics


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is Not Worth the Risk

TRUTH:


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TRUTH:For Most B2B Brands, the Benefits Far

Outweigh the Risks

Social media has became a critical component in building

positive relationships.

All of this is built into search results, increasing visibility andpromoting thought leadership to prospective customers.


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The OpportunityWith Real Life Examples


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Digital Landscape: 6 Areas of Opportunity

Objectives

( = achieve objectives)Resources Required

( = requires high level ofresources)

Timing / Logistics

( = requires longtime/complexity)

Research& insights

Upperfunnel(awareness/interest)

Lowerfunnel(desire andaction)

Staff &Employees

Content& Assets

Investment Timing toDeploy

Complex:Infrastructure/technology

LISTENING SEARCH

CONTENT(creation &distribution)

SOCIALENGAGEMENT

ANALYTICS(tracking &optimization)

EMERGINGMEDIA (mobile,virtual)


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EXAMPLE:

CONTENT CREATION &

DISTRIBUTION


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EXAMPLE:

SOCIAL ENGAGEMENT


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EXAMPLE:

EMERGING MEDIA


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hp

Paid

Search

OptimizedSearch

small business server

EXAMPLE:

SEARCH MARKETING


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EXAMPLE:

EMPLOYEE TRAINING


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Right. Now?

What Can You Do?


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Start Here

1. Have a Clear Objective Think about what youre looking

to achieve from Social Media

Is it measurable?

2. Google Your Primary Brand

What shows up in the top 10

results? Positive vs. Negative?

Which results are from social

media what do they say?


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Start Here (Continued)

3. Start Listening

Setup an account on Twitter andlisten to what people say about your

brand, products

Use Google Blog Search to read

what bloggers are talking about

5. Find Influencers

Who are the people who come up

the most?

Are they widely read? Do they

generate conversation? Are they an

expert in your industry?


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Start Here (Continued)

5. Make Yourself Findable

Join LinkedIn Search for questions on LinkedIn

Answers and listen to what people are

asking

6. Make Your Content Findable

Publish thought leadership in

multimedia as well as text

Use Infographics to explain complex

issues

Seed images on Flickr, videos on

YouTube, decks on Slideshare, etc.


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FURTHER READING:

Ogilvy On: Social Media for Crisis Management

Ogilvy On: Twitter for Business

Ogilvy On: Facebook for Business

Social Media in Asia Presentation

APAC Statistics and Research (Asia Digital Map Blog)
http://www.slideshare.net/360digitalinfluence/ogilvy-on-social-media-for-crisis-managementhttp://www.slideshare.net/360digitalinfluence/ogilvy-on-twitter-for-businesshttp://www.slideshare.net/360digitalinfluence/executives-guide-facebook-for-businesshttp://www.slideshare.net/360digitalinfluence/social-media-en-asie-asiahttp://www.asiadigitalmap.com/category/research-insights/http://www.asiadigitalmap.com/category/research-insights/http://www.slideshare.net/360digitalinfluence/social-media-en-asie-asiahttp://www.slideshare.net/360digitalinfluence/executives-guide-facebook-for-businesshttp://www.slideshare.net/360digitalinfluence/executives-guide-facebook-for-businesshttp://www.slideshare.net/360digitalinfluence/ogilvy-on-twitter-for-businesshttp://www.slideshare.net/360digitalinfluence/ogilvy-on-twitter-for-businesshttp://www.slideshare.net/360digitalinfluence/ogilvy-on-social-media-for-crisis-management


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One company that goes with this online-initiated flow isOgilvy Public Relations.

25 China Experts you should follow onTwitter Thomas Crampton

Ogilvy's digital specialist Brian Giesenoutlined the best strategies for getting businessresults on social networking site Twitter.

www.asiadigitalmap.comFor case studies...

CONTACT

Brian Giesen

Regional Director | 360DigitalInfluenceOgilvy Sydneyp +61 2 8281 3853e [email protected] @bdgiesen

asiadigitalmap.com


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Any Questions?

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Wsj b2bandsocialmediavfinal 100302235632 Phpapp02