Social Sales for B2B Organisations

Social sales for
B2B organisations.

Copyright Deer Digital Ltd. 2012

MYTH: “Social only works
for B2C”


2012

B2B buyer behaviour has
changed.


2012

Supplier websites 68%

Web searches 65%

Industry press (print) 45%

Supplier emails 40%

Word of mouth 33%

Direct mail 31%

Press advertising 27%

Online events/webinars 21%

Offline events/seminars 18% Traditional online 88%
Facebook 15%

Blogs 12% Any offline 74%
Twitter 10%
New online/social
Other Social Media 10% media 40%
0 17.5 35 52.5 70

Online sources are top for research - social impacts traditional online tools

Copyright Deer Digital Ltd. 2012 Source: Buyersphere Report 2011

2012

Convince your boss.


2012

“I think it’s time 1. Learn more about your prospects & customers
we started using
social media to reach
our customers.”
2. Build/protect brand reputation

3. Increase search engine visibility

4. Recruit the best talent

“Social, what?
Where’s the ROI?”

5. Measure results


Traditional marketing
rules, updated.


2012

The new metrics.


2012

Traditional Media Digital Media

Audience size Measurable audience size

Time of day Targeted messaging

Ratings Engagement (Clicks, Views, Shares)

Related content Conversions


2012

From broadcast to
interaction.


2012

BROADCAST INTERACTION


2012

Word of mouth in the
digital age.


2012


Use social to close business:
8 point framework.


2012

Step 1: Understand your
target audience.


2012

Who are your customers?

Who influences your customers?

Audiences outside purchasers?

Demographics Behaviour Preferences


2012

Step 2: Set goals.


2012

Business Objectives How to achieve this:

eg. Grow brand awareness
eg. Drive £1,000,000 in
sales eg. Build brand reputation

eg. Get closer to existing customers
eg. Increase market share
eg. Become recognised as thought leader
by 25%

eg. Attract and retain the best staff

eg. Website referral traffic

eg. Sales value eg. Search engine page rankings
KPIs

eg. Social engagement data
eg. No. of customers
eg. Social audience size

eg. Competitor analysis


2012

Step 3: Choose your
channels.


2012

Social
Media

Social
Share
Networks

Blog
Discuss Micro-blog


2012

Step 4: Develop a content
strategy.


2012

1. Content audit

2. Map your processes

3. Develop an editorial
calendar


2012

EXPLAN
APHICS ATORY V
IDEOS
IN FOGR
PO STS
CUR ATE BLOG
D LISTS WEBINA
RS PAP ERS
W HITE
REPORTS

DEMO VI
DEOS
IDES
OOK S/GU
eB
CASE STUDIES
UCT ONS
PROD ARIS
C OMP
ROI PRICING
TIONS SHEETS
CA LCULA R ATORS
RF P GENE

2012

High frequency Medium Frequency Low Frequency


2012

Frequency?

Channel?

Responsibility?

Tip! Repu rpose content


2012

Step 5: Protect your
business and staff.


2012

Step 6: Be prepared for
social crises.


2012

Step 7: Train your team.


2012

Step 8: Measure and
improve.


Examples we love.


2012

✓ Social links on
every page

2012

✓ Social links

✓ Audience need
driven content


2012

AIM: Get closer to our
customers


2012

✓ Product demos

✓ Testimonials


2012

✓ Building brand
reputation online

✓ Social integration


becky@deerdigital.com
01224 583821
@BeckyDee

Social Sales for B2B Organisations

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Social Sales for B2B Organisations