Presentation slide deck of a talk about how B2B marketing should be done on social media, where everything fits in the different strategies and what the future will bring. Includes a top 5 of best practices. Created for Microsoft's Community Lync Meeting Find the audio recording here: https://soundcloud.com/coolz0r/microsoft-cleverwood-wavelab

1. How to reach business decision makers with social media
24/06/2013Miel Van Opstal – miel.vanopstal@cleverwood.be – +32 472 675 692

2. Summary of the story
 Social Media Today
• Where are we, what counts, who’s using it?
 What matters for B2B?
• Benefits, strategies, function and context
 Social Media Tomorrow
• What to expect, how to prepare?
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3. The connected human
3

4. The social landscape
4

5. Users (potential reach)
5

6. Population
6

7. Population
7

8. Population
8

9. One, two, three strategies
Content strategy
Conversation strategy
Conversion strategy
E-mail marketing strategy
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10. TOP REASONS FOR B2B TO LOOK AT SOCIAL MEDIA
IMG SOURCE:
http://media-cache-ec4.pinimg.com/originals/69/bc/18/69bc18532a652395babaaca2d31dd214.jpg

11. TOP REASONS FOR B2B TO LOOK AT SOCIAL MEDIA
IMG SOURCE:
http://media-cache-ec4.pinimg.com/originals/69/bc/18/69bc18532a652395babaaca2d31dd214.jpg

12. OBJECTIVES OF SOCIAL MEDIA USE
IMG SOURCE:
http://media-cache-ec4.pinimg.com/originals/69/bc/18/69bc18532a652395babaaca2d31dd214.jpg

13. Buying process completion
In a recent study, CEB’s Marketing
Leadership Council and Google found that
57% of the buying process is complete
before a B2B buyer ever contacts a
salesperson.
(source: http://www.executiveboard.com/exbd-resources/content/digital-evolution/pdf/Digital-Evolution-in-B2B-Marketing.pdf)
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14. Engagement levels
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15. How to organize social media?
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16. Importance of mobile content
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64%of decision-makers
read their email
via mobile devices.
http://www.toprankblog.com/2012/10/b2b-lead-generation-manifesto-infographic/

17. Origin of web traffic
17
Time spent online. (comScore, Dec. 2012)

18. Social media influences behaviour
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19. Good examples: AmEx Open Forum
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https://www.openforum.com/

20. Good Examples: Geeks On A Plane
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http://geeksonaplane.com/
By:
Amazon
Google
Qualcomm
MSFT Bizspark
PayPal

21. Good Examples: Intel Museum of Me
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http://www.intel.com/museumofme/l/index.htm

22. Good Examples: LinkedIn DocuSign
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http://www.marketingsherpa.com/article/case-study/b2b-linkedin-webinar-strategy

23. Good examples: IBM Social Business
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http://www.ibm.com/social-business/us/en/

24. Good examples: Maersk Line
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https://www.facebook.com/MaerskLine

25. Conclusion
As a brand, you need to deliver
meaningful content
at the right time, in the right place
to your audience;
to engage with them and contribute
to their daily lives
in order to claim a signification position
in their minds and hearts
and to be able to talk about
a solid consumer relationship.
25

26. Painful truth
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http://www.marketingtechblog.com/mobile-appeal/

27. 27
Questions?

28. Thank you !
28
Miel Van Opstal
Senior Consultant – Digital, Social and Mobile
Direct: +32 2 888 79 34
Mobile: +32 472 675 692
Miel.vanopstal@cleverwood.be
@coolz0r
Cleverwood – Rue des Pères Blancs, 4 –
1040 Brussels – Belgium
www.cleverwood.be