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WELCOME
SOCIAL MEDIA FOR B2B
introducing top floor
15 years experience in digital marketing
Full-service includes:
• Marketing strategy - including integration• Website design & development• Web analytics including searchconversionsocial• Social media marketing• Email marketing• Branding and rebranding• Event support• Offline marketing
creating the hub of your marketing efforts
YOUR WEBSITE AS A MARKETING PORTAL
what is social media?
SOCIAL MEDIA
Relating to human society and its members; of and pertaining to the
life, welfare and relations of human beings in a community.
The storage and transmission tools used to accumulate and distribute information or data.
some definitions
what is social media?
SOCIAL MEDIA
A set of technologies being used to accumulate and distribute information to members of a community that have congealed around a common purpose.
• The closer that common purpose is, the more powerful these tools become.
some definitions
digital marketing trends & what we’ve been doingthe top 10 most effective B2B marketing
channels
what is social media?
CHANNELS TACTICS
FacebookTwitterLinkedInGoogle+YouTubePresentation and Document SharingPhoto and Image SharingQ&A SitesInfluence tracking sites
BloggingCommentingBookmarkingPodcastingContent PlacementRich Media Placement
channels and tactics
what is social media?
Social Networks - focus on building online communities united by common purpose
• Facebook• LinkedIn• Pinterest• Google+ • Community Forums
channels and tactics
what is social media?
Syndication - formats used to publish frequently updated information and that allow users to control the intake of that information.
• Blogs• RSS News Feeds• Content
channels and tactics
what is social media?
Wikis - a series of web pages that allow user contribution.
• Businesses can use wikis as an important part of community forums to:
• create collaboration• user input• product innovation and development• share customer support services with contributors
channels and tactics
what is social media?
Rich Media Sharing - video, photo and audio sharing sites
• YouTube• Flickr
• Provides additional search performance
channels and tactics
what is social media?
Mashups - combinations of social channels or information
• A google map that plots photos• A map application that plots business locations as well as video content from that location.
channels and tactics
• Facebook page with timeline posts feed to those that have liked your page• Custom tabbed sections of your page allow for flexible promotional space and can replicate most website behaviors
• Ads can target a very defined group, more defined than any other channel• Sponsored Ads or posts will feed to friends of friends or chosen demographic groups• Using Facebook as your brand allows you to friend others, comment elsewhere, and place content.• Facebook groups provide another place for content and engagement• Promoted posts show up to all of your friends as well as all of their friends• Powerful targeting provides excellent platform for careers
the big three
• Likes• Posts• Reposts (shares)• People are talking about this• Engagement rate• Ad click-through• Engagement/conversion from custom tabs
key metrics
twitterthe big three
• Twitter is the water cooler for B2B marketers: It’s a vibrant community where businesses can prospect leads and congregate as thought leaders to discuss relevant industry topics.• Provides real-time engagement via short Tweets and viral spreading via Re-Tweets• Use it to get the word out to customers about specific product offerings and as a forum for potential customers to discover and learn more about you and what you offer• The main behavior in Twitter is Following
the big three
• Identify Twitter accounts that will be relevant and interesting to you, your organization and your industry.
• Let people know that you’re on Twitter, and encourage them to follow you back.
• You associate yourself with a specific group of industry experts and thought leaders, and demonstrate your interest in the space.
• Twitter is a great platform for engagement, so once you follow someone on Twitter you can work on starting a conversation.
tips for following and being followed
• Find people to follow by importing your contact databases using tools that Twitter provides. Then, broaden this action by following those that your followers are following – where relevant.
• Follow people that your competitors are following and that follow your competitors.
• Do a search for experts in the field who are tweeting. You can find people to follow on sites like Wefollow.com or Twibes.com.
• Follow back relevant people and companies that are following you.
• Twitter provides easy search functionality so that you can find people that are talking about your company and your industry. Spend some time trying out different searches and hashtags that are relevant to your business. Once you find the people who are contributing most to the conversation, start following them.
• Use Twitter lists to zero in on top prospects and other classes.
tips for following and being followed
• Use Twitter to promote and support events
• Use @ tags to direct messages wisely
• Do not use automated posts. They will look like spam and you will lose followers
• Use Twitter lists to segment users into interest groups, prospects, etc.
• Be sure to mix original tweets, re-tweets and @comments
• Use promoted tweets to get in people’s timelines
• Use the 4-1-1 rule: for ever original tweet, @-tweet one and re-tweet four relevant pieces of information
tips for following and being followed
• Followers• Mentions• Retweets• Retweet/reply reach• Number of lists• Social Capital – influence of twitter followers• Number of potential prospects sent to sales
key metrics
linked in
• Create a robust company profile aimed at your target demographics including but not limited to careers• Populate video content• Join as many groups that are relevant and contribute content to them.• Build a LinkedIn group around your company’s competencies• Encourage your employees to contribute• Use LinkedIn ads, which are highly targetable• One of two top methods, together with company blogs, to establish company reputation as an expert.
content is king here
linked in
• Linked In provides many opportunities to populate content and have that content repurposed by others with attribution to you• Use recommendations - make it easy for others to recommend you by including that as a call to action
content is king here
linked in
• Followers• Referring Traffic• References• Group Members• Discussions Created• Shares of your content
key metrics
comparing b2b with b2c
Both want to drive brand awareness, build online traffic and connect with current and potential customers.
The difference between the two marketing efforts lies in the tactics that each marketer uses to get this job done.
The Target Consumer
B2B companies’ target consumer, in most cases, is a business with industry-savvy professionals making the decisions for a whole company. These decisionmakers are going to weigh all of their options and perform extensive research before making an important purchasing decision that will affect all of the people within their company - that research provides opportunity via social media.
Company’s Position in the Marketplace
Ask yourself how you want your company to be perceived in the business marketplace. In most cases, B2B marketers strive to be known as experts in their field. Social media is an excellent platform to position your company in the marketplace as an industry leader and expert.
everyone has statistics
Social is now the preferred method of engagement across all segments and generations:
Facebook: 300 Million unique monthly visitors1.1 billion users
Twitter: 13 million unique monthly visitors500 million users
LinkedIn: 15 million visitors45 million users
Pinterest: 28 million visitors45 million users
YouTube: 80 million visitors180 million reg usersThe second most used search engine
everyone has statistics
Social is now the preferred media of users, far exceeding television.
Social is the leading source of news for users and overall leader of news leads.
67% of all adults use social media.
Social is the most common activity on a mobile devices which now exceed desktop access to the Internet.
MOBILE DEVELOPMENT
MOBILE DEVELOPMENT
everyone has statistics
•70% of online adults say they use Facebook•16% of online adults say they use Twitter•20% of online adults say they use LinkedIn•15% of online adults say they use Pinterest
everyone has statistics
• 93% of B2B marketers use social marketing to market their business
• 85% of marketers reported that the number one benefit of social marketing is generating more business exposure
• 74% of marketers reported that social marketing has increased their site traffic
• 59% of marketers are using social marketing for 6 hours or more per week
COMPOUND ANNUAL GROWTH OF B2B SPENDING
everyone has statistics
SOURCE OF Traffic FOR B2B WEBSITES
SOURCE OF LEADS FOR B2B WEBSITES
Linked In
SOCIAL MEDIA SITES THAT ARE SOURCES OF visits TO WEBSITE
Linked In
SOCIAL MEDIA SITES THAT ARE SOURCES OF LEADS TO WEBSITE
TwitterLinked InFacebook
COMPARING VISITS TO LEADS FROM SOCIAL MEDIA
social has changed B2b marketing
70 percent of the buying process in a complex sale is already complete before clients are willing to talk with a sales person.
Along with Google searches for product information, buyers and prospective clients are also searching for and encountering information inside of social networks.
In addition they are increasingly asking their peers for recommendations and advice across social media.
social has changed B2b marketing
Social media has changed customers’ expectations of response times. But as we have moved to e-mail, and increasingly Twitter and online chat, the customer expects an instant response.
social has changed B2b marketing
Social media has changed negative and positive impact to the brand and the speed at which that impact can spread to others, including media outlets.
Frequently asked questions
• What can we do on Facebook?• Should we use Twitter?• What platforms can I use to spread content?• How in the world do I use Twitter?• What is the relationship of social media to public relations?• If a question falls in the social media woods and we aren’t in the woods to hear it...
These are the wrong kinds of questions to start with.
Frequently asked questions
• How do we increase sales and market share?• How can we better align innovation with market demand?• How can we provide a consistent customer support experience at reduced cost?• How do we establish and maintain online reputation?• How can we increase customer retention?• How can we attract quality employees?• How do we position our brand as a thought leader?• How do we gather customer input and use it wisely?
the right questions
How can involvement in social media serve these types of goals?
relationships
COMPANY
CUSTOMERS
EMPLOYEES
PARTNERS INVESTORS
MarketingSales
Customer ServicePR
RecruitingHR
ProcurementLegal
PR
C-SuiteFinance
Accounting
marketing
• Market intelligence• Identifying market trends• Multiplying the effects of campaigns• Increase customer loyalty• Building a brand-centered community
business value affected by social media
Public relations
• Monitoring & Engaging• Online reputation management• Public messaging• Content marketing
business value affected by social media
customer support
• Consistent support• Reduce incoming support calls by using collective knowledge• Building customer loyalty and trust
business value affected by social media
sales
• Create awareness of the brand• Lead generation• Expertise identification and location• Pipeline development
business value affected by social media
product development
• Align innovation with market demand• Customer-driven product innovation• Accelerate time to revenue• Driving better results from R&D investments• Knowledge retention in central location
business value affected by social media
human resources
• Employee acquisition - finding talent • Less time to production• Training and education• Connecting and engaging the workforce• Team-building• Empowering individual productivity
business value affected by social media
measurement
• Referral traffic back to a brand’s website using Google analytics and track conversions from these new visits.
• Gated content using landing pages across social channels, including paid ads.
• Assign metrics to the overall engagement levels of social channels and measure the increase or decrease.
• Tying your social efforts back to a marketing automation solution is another easy way to measure the ROI from using social for lead generation. A solution that includes social applications can add a social layer to all of your campaigns giving them a measurable boost in engagement and overall reach.
measuring the effect of social media efforts
measurement
• Radian 6 (salesforce)• Adobe Sitecatalys (formerly Ominture)• Curalate• BitLy• Open Site Explorer (SEOmoz)• Sysomos
Analytic tools perform best in the hands of experts prepared to make recommendations based on data found.
measuring the effect of social media efforts
SOURCE OF LEADS FOR B2B WEBSITES
INCREASING TRAFFIC AND CONVERSION
social media
effects on the bottom line
Budget 1,000,000 1,000,000
Traffic 1,000,000 1,000,000
CPC $1.00 $1.00
Conversion Rate 3% 5%
Sales 30,000 50,000
Average RevenuePer Sale
$100 $100
Total Web Sales $3,000,000 $5,000,000
INCREASING CONVERSION
THANK YOU
SOCIAL MEDIA FOR B2B