1. WELCOME
SOCIAL MEDIA FOR B2B

2. introducing top floor
creating the hub of your marketing efforts
15 years experience in digital marketing
Full-service includes:
• Marketing strategy - including integration
• Website design & development
• Web analytics including
search
conversion
social
• Social media marketing
• Email marketing
• Branding and rebranding
• Event support
• Offline marketing

3. YOUR WEBSITE AS A MARKETING PORTAL

4. what is social media?
some definitions
SOCIAL MEDIA
Relating to human society and its The storage and transmission
members; of and pertaining to the tools used to accumulate and
life, welfare and relations of distribute information or data.
human beings in a community.

5. what is social media?
some definitions
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.

6. digital marketing trends & what we’ve been doing
the top 10 most effective B2B marketing channels

7. what is social media?
channels and tactics
CHANNELS TACTICS
Facebook Blogging
Twitter Commenting
LinkedIn Bookmarking
Google+ Podcasting
YouTube Content Placement
Presentation and Document Rich Media Placement
Sharing
Photo and Image Sharing
Q&A Sites
Influence tracking sites

8. what is social media?
channels and tactics
Social Networks - focus on building online communities united
by common purpose
• Facebook
• LinkedIn
• Pinterest
• Google+
• Community Forums

9. what is social media?
channels and tactics
Syndication - formats used to publish frequently updated
information and that allow users to control the intake of that
information.
• Blogs
• RSS News Feeds
• Content

10. what is social media?
channels and tactics
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

11. what is social media?
channels and tactics
Rich Media Sharing - video, photo and audio sharing sites
• YouTube
• Flickr
• Provides additional search performance

12. what is social media?
channels and tactics
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 t

13. facebook
the big three
• 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 replica
• 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

14. facebook
key metrics
• Likes
• Posts
• Reposts (shares)
• People are talking about this
• Engagement rate
• Ad click-through
• Engagement/conversion from custom tabs

15. twitter
the big three

16. twitter
the 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

17. twitter
tips for following and being followed
• 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.

18. twitter
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.

19. twitter
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

20. twitter
key metrics
• Followers
• Mentions
• Retweets
• Retweet/reply reach
• Number of lists
• Social Capital – influence of twitter followers
• Number of potential prospects sent to sales

21. linked in
content is king here
• 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.

22. linked in
content is king here
• 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

23. linked in
key metrics
• Followers
• Referring Traffic
• References
• Group Members
• Discussions Created
• Shares of your content

24. 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.

25. everyone has statistics
Social is now the preferred method of engagement across all
segments and generations:
Facebook: 300 Million unique monthly visitors
1.1 billion users
Twitter: 13 million unique monthly visitors
500 million users
LinkedIn: 15 million visitors
45 million users
Pinterest: 28 million visitors
45 million users
YouTube: 80 million visitors
180 million reg users
The second most used search engine

26. 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.

27. MOBILE DEVELOPMENT

28. MOBILE DEVELOPMENT

29. 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

30. 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

31. COMPOUND ANNUAL GROWTH OF B2B SPENDING

32. everyone has statistics

33. SOURCE OF Traffic FOR B2B WEBSITES

34. SOURCE OF LEADS FOR B2B WEBSITES

35. SOCIAL MEDIA SITES THAT ARE SOURCES OF visits
TO WEBSITE
Twitter
Facebook
Linked In

36. SOCIAL MEDIA SITES THAT ARE SOURCES OF
LEADS TO WEBSITE
Twitter
Facebook
Linked In

37. COMPARING VISITS TO LEADS FROM SOCIAL MEDIA
Facebook Linked In Twitter

38. 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.

39. 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.

40. 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.

41. 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.

42. Frequently asked questions
the right 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?
How can involvement in social media serve
these types of goals?

43. relationships
CUSTOMER EMPLOYEE
S Marketing S
Sales Recruiting
Customer Service HR
PR
COMPANY
Procurement C-Suite
Legal Finance
PR Accounting
PARTNERS INVESTORS

44. marketing
business value affected by social media
• Market intelligence
• Identifying market trends
• Multiplying the effects of campaigns
• Increase customer loyalty
• Building a brand-centered community

45. Public relations
business value affected by social media
• Monitoring & Engaging
• Online reputation management
• Public messaging
• Content marketing

46. customer support
business value affected by social media
• Consistent support
• Reduce incoming support calls by using collective knowledge
• Building customer loyalty and trust

47. sales
business value affected by social media
• Create awareness of the brand
• Lead generation
• Expertise identification and location
• Pipeline development

48. product development
business value affected by social media
• 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

49. human resources
business value affected by social media
• Employee acquisition - finding talent
• Less time to production
• Training and education
• Connecting and engaging the workforce
• Team-building
• Empowering individual productivity

50. measurement
measuring the effect of social media efforts
• 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.

51. measurement
measuring the effect of social media efforts
• 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.

52. SOURCE OF LEADS FOR B2B WEBSITES

53. INCREASING TRAFFIC AND CONVERSION
social media

54. INCREASING CONVERSION
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 Revenue
$100 $100
Per Sale
Total Web Sales $3,000,000 $5,000,000

55. THANK YOU
SOCIAL MEDIA FOR B2B