Social media emerged in the late 1970s as forms of electronic communication for users to create online communities and share information. The largest corporate social site launched in 2003, and by 2010, social sites were revealed to share user data with advertisers. Today, 89% of US businesses use social media for marketing. Companies like UPS and GE Healthcare utilize platforms like Facebook, Twitter, and educational videos to build their brand, strengthen customer relationships, and establish themselves as thought leaders. The goals of B2B social media use include driving traffic, generating leads, and reinforcing other marketing campaigns.
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B2B Social Media Marketing Guide
1.
2. Forms of electronic communication through which
users create online communities to share
information, ideas, personal information, and other
various content
3. Emerged in late 1970’s
Largest corporate social site started in May 2003
2010, revealed social sites send data to advertisers
2011, 89% of US B2B companies were using social
media marketing
late1970’s something better comes along
4.
5. UPS is using B2B social media to educate and create
awareness through their new blog and official
Facebook and Twitter
GE Healthcare uses educational videos on social
media
6. Build brand awareness
Strengthen customer relationships
Establish as thought leader/educate
Drive traffic
Generate leads
Reinforce other campaigns
ROI
13. “B2B Social Media: A Growing Focus for Marketers.” eMarketer. eMarketer Inc. (19 December 2011): n.
pag. Web. 9 September 2012.
Bennett, Shea. “A Short History of Social Media.” Media Bistro. Web Media Brands Inc. (17 August 2011)
n. pag. Web. 9 September 2012.
Elliott, Stuart. “Report Details Rise of Social Media.” The New York Times. The New York Times Co. (11 September
2011): n. pag. Web. 9 September 2012.
“Social Media.” Merriam-Webster. Merriam-Webster, Inc. (2012): n. pag. Web. 9 September 2012.
“Social Media Revolution 2012.” YouTube. YouTube (11 January 2012): n. pag. Web. 9 September 2012.
“What is LinkedIn?” LinkedIn Learning Center. LinkedIn Corporation (2012): n. pag. Web. 9 September
2012.
Hinweis der Redaktion
The first forms of social media have been seen since the late 1970’s (Bennett). The first corporate integration was when LinkedIn was created in 2003 which remains the world’s largest corporate networking site (Bennett). In 2010, it was revealed that social networking sites collected user data and gave that data to 3rd party companies and for use in advertising (Bennett). With 89% of US B2B companies using social media marketing, it seems like we can’t afford not to dabble in social media (“B2B Social…”).
There have been some unique B2B social media tactics. AT&T wanted to strengthen their B2B client relationships by creating a blog, and then using their employees to promote it on their own personal social media profiles to draw people into the blog (“B2B Social…”). Because of this unique use of B2B social media, AT&T traffic to their blog went up by 50% in 5 months and their social shares doubled (“B2B Social…”).
Both UPS and GE Healthcare use social media to strengthen their client relationships by educating with videos and blogs (“B2B Social…”).
This is what our competition and clients are using and more than likely what we should be using.
The black shows how many leads B2B marketers generate using the following sites. LinkedIn is shown to be the most effective at generating B2B leads (B2B Social…”).
This graph shows the social media sites that generate the most return on investment for B2B marketers. Again, LinkedIn is shown to be the most effective for B2B marketers (“B2B Social…”).
We can base our social media budget expectations off of this graph. Other than none, the most common percentage of budget allocation include 1%, and 5-10% of the B2B company’s budget (“B2B Social…”).
The basics would be creating a presence using the following most effective B2B social media sites.
The basics would be creating a presence using the following most effective B2B social media sites.
