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.
2. Jeremy Woolf
text100.com
publicrelationships.blogspot.com
linkedin.com/in/jeremywoolf
@jeremywoolf
www.socialmedia-mba.com
@jeremywoolf
3. Social Media: Moving Beyond the Hype
•Beyond conventional B2B comms
• Engage directly with audiences, build trust and gather insight
• Marketing rhetoric vs. content and community
• Turn prospects into customers and customers into
advocates
•Buyers and their journeys
•Workshop exercise
•Skype!
@jeremywoolf
4. “There's going to be an
opportunity over the next
five years or so to pick any
industry and rethink it in a
social way...we think that
every industry is going to be
fundamentally re-thought
and designed around
Mark Zuckerberg, CEO, Facebook people.”
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
7. Meet Dave (Not his real name)
BACKGROUND:
• Head of IT in digital advertising agency
• Worked at the same company for 10 years; worked
his way up from senior systems engineer
• Married with one child (11)
DEMOGRAPHICS:
• Skews male
• Age 40-50
• Dual HH Income: £220,000
• Urban
IDENTIFIERS:
• Calm demeanor
• Small team, jack-of-all-trades
• Very active online
@jeremywoolf
8. Meet Dave
GOALS:
• Support business goals
• Reduce storage costs
• Improve data access speeds
CHALLENGES:
• Getting everything done with a small, dispersed
staff
• Rolling out changes across the entire company
• Keeping pace with innovation
HOW WE HELP:
• Offer storage and services via the cloud
• Integration with existing systems
@jeremywoolf
9. How Does Dave Buy?
(Obligatory social media
numbers bit)
@jeremywoolf
12. He’s hungry for content…
Consumers gather 60% of
information needed to
make purchase decisions
before contacting vendors
@jeremywoolf
13. He’s hungry for content…
Most tech buyers become aware of
technology products by talking
with their peers/colleagues
(followed by industry
influencers and web search)
@jeremywoolf
14. He’s hungry for content…
An average of 9 information
assets are downloaded
during the purchase process
@jeremywoolf
15. Sales is evolving…
1950s
-
Sales teams find and persuade buyers, supported by
1990s advertising and public relations
1997 Buyers start to search online, find product information
from multiple vendors
2006
Buyers start to confer with each other via online social
networks
Sales uses online tools to prospect, generate and qualify
2009
leads
Sales uses social networks and diverse content to engage
2012
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 directing
the buyer’s journey
@jeremywoolf
17. The buyer’s journey
RESOLVE
AWARENESS
Reduced cost of RETAIN
customer CONSIDERATION
acquisition PURCHASE
INTENT
ELECT
Influence others’
DECISION
buying journeys SELECT
SUPPORT
RECRUIT
LOYALTY
CREATE
ADVOCACY
@jeremywoolf
18. Content directs the buyer’s journey
TRADITIONAL OWNED / SOCIAL EARNED PAID
Announcement
AWARENESS Tweet Third party blog Display ad
release
CONSIDERATION Case study Blog post Discussion forum SEM / SEO
INTENT Whitepaper Video Q and A site Email offers
DECISION
Social support
Survey Support forum Discussion forum
SUPPORT platform
LOYALTY Win release Guest blog post Third party blog Satisfaction survey
Trade show P2P Advocacy
ADVOCACY Video blog post Blogger site visit
presentation Program
@jeremywoolf
19. EARNED OWNED SOCIAL PAID
Product / news Press release / Facebook / Banner ad
press / blog case studies on Twitter
Buyer: coverage website updates
SEM
• Realizes
Case study Flash demos Quora /
problem or media / blog LinkedIn Outdoor
business need coverage Answer
Blog posts responses
• Doesn’t yet Broadcast
understand Analyst papers Social games
Landing page and Print
solutions Feature articles competitions
• Needs product about
technology / Tip sheets Trade show
and industry trends
information
• Commitment is Search Infographics
low
Content informs, demonstrates
understanding of the problem and vendor
expertise @jeremywoolf
20. EARNED OWNED SOCIAL PAID
Expert Facebook / Speaking
Free webinars
interviews Twitter engagements
Buyer: media / blog updates
coverage Whitepapers
• Performs Discussion SEM
research Case study
Podcasts forum /
media / blog LinkedIn
• Has determined coverage Group
Telemarketing
tech needs eBooks interactions
• Asks more Analyst papers
Quora /
educated Spec sheets LinkedIn
Review
questions websites
Answer
responses
• Email is Buyers guides
frequently Expert
preferred Gamification interaction in
social channels
• Commitment is
Email from
low to medium Content reinforces vendor suitability,
sales rep and
ability to solve problems @jeremywoolf
21. EARNED OWNED SOCIAL PAID
Case study Free trials Expert
media / blog interaction in
Buyer: coverage social channels
Product demos
• Established
Analyst Discussion
‘must haves’ outreach
Consultations forum /
• Price, quality LinkedIn
etc. Group
Spec sheets interactions
• Narrow down
vendors Product
• Concerned whitepapers
about missing
details
• Commitment is
medium-to-
high Content defines and meets custom
requirements @jeremywoolf
22. EARNED OWNED SOCIAL PAID
ROI calculators Expert
interaction in
Buyer: social channels
• Compare Consultations
vendors
Proofs of
• Detail is concept
important
• 4.2 technology
products /
solutions
examined
before decision
• Commitment is
high
Content arms buyer to make / endorse
decision @jeremywoolf
24. Helping buyers buy: Ninefold
EARNED OWNED SOCIAL PAID
Website Twitter
Foursquare
Bar tab
Trade show
Sales engagement
Proof 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 the
process
• Deliver content where, when and how it will have the
greatest impact on the buying decision
• Understand the signals that indicate readiness to move
between phases of the purchase process
• Simplify the buying process for customers
@jeremywoolf
26. Summary
1.Understand your buyer
2.Understand your buyer’s journey…
3.…and the content that helps them
4.Not all content is created equal
5.But it can drive decisions
@jeremywoolf