Social Media for B2B Companies - Good Idea or Waste of Time - CIPH Regina keynote 10172013
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Description Social media is an effective and affordable way to expand the reach and strength of your brand. Yet, many B2B companies think of it as the folly of children and have been slow to jump aboard. This session will explore: • How B2B companies can use social media to deliver powerful cost effective results. • The top objections company leaders have to participating in social media and why they should reconsider. • How Google's amplified focus on quality original content and social media work together to create an incredible opportunity. • What you can measure and what you should expect in return. • Getting started - planning an integrated Internet marketing program. Who Should Attend • CEO's/Presidents/Owners • Sales and/or Marketing Managers • Webmasters
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Social Media for B2B Companies - Good Idea or Waste of Time - CIPH Regina keynote 10172013
- 1. presents Social Media for B2B Companies – Good Idea or Waste of Time? presented by Brian Bluff, President & Co-Founder
- 2. What We’ll Cover… Social media – the landscape Which platforms apply to your business? The importance of content Think once, repurpose often, a winning B2B social media strategy • Getting started • • • •
- 3. Social Media Objections Social Media is a security risk • Somewhat agree • Loss of information • Loss of control • Rogue employees
- 4. Social Media Objections Social Media is time consuming • Agree • Need a strategy – become the expert - solve problems • Provide value • Repurpose content
- 5. Social Media Objections Social Media is frivolous. • Disagree • But a lot of the content is junk
- 6. Social Media Objections My Customers don’t use social media • Strongly disagree • Twitter: 500M registered users • Facebook: 1B active users • LinkedIn: 200M registered users • Google+: 500M registered users, 235M active
- 7. YouTube
- 8. Go Where The People Are
- 10. Trust To build trust • Be transparent • Share • Provide value • Listen • Develop advocates • Embrace all channels of communication Source: 2013 Edelman Trust Barometer – www.edelman.com
- 11. What’s In It For My Company? • Relationship Development • Expand Network • Communication • Branding • SEO • Lead Generation
- 12. Maximize Value
- 13. LinkedIn – Very Powerful Sales Tool
- 15. • • • • 1 billion users = 3rd largest country in the world 1 billion pieces of content shared each day 39% of business owners will buy ads in 2013 Facebook has been the top searched term in the US for the past 3 years
- 16. • • • • • • • 500 Million Users 340M tweets 1.6B search queries/day 53% Recommend products 73% Trust information from Twitter 42% of Twitter users follow brands 53% of B2B companies actively use Twitter
- 17. • 200 Million members • 80% decision makers • 79% are 35+ years old • LinkedIn promotes: • Business intelligence • Business development • Creation of business relationships • Conversation
- 18. • 2nd largest search engine • Every minute 72 hours of video are uploaded • Reasons marketers use YouTube: o 66% for Content Marketing o 49% for Search Engine Optimization o 69% for Branding o 54% for Social Media engagement o 14% for Customer Service
- 19. • • • • 500 million users 235 million active Influence search rankings Circles offer audience segmentation
- 20. Convergence Of Search And Social
- 21. Combining SEO And Social Media
- 22. Social Media Traffic Twitter Influenced by: • Quality of content • Number of followers • Tweet volume LinkedIn Influenced by: • Number of connections • Profile updates • Discussions created
- 23. Buyer personas and the B2B buying process Buying Process Selling Process Supporting Internet Marketing Strategy ID Need • Educate prospects • Repurpose & distribute content Search • Position content search engines and social media Generate Lead Evaluate Engage Propose Negotiate Purchase Post Buy Eval • Strengthen brand awareness create buzz • Engage prospects through social media and website • Eliminate risk, demonstrate value, simplify the buying decision Win Upsell/Resell • Customers promote your brand • Generate referrals
- 24. Marketing Is Like Fishing To succeed, fish where the fish are 1973 2013
- 25. Fishing upstream – finding prospects before they know they need you
- 26. " Establish Credibility With Social Media Create Accounts (Name Claim) Lead Discussion Participate In Discussion Distribute Content Grow Networks Become the Expert Create Content
- 27. Listen, Share and Provide Value 10% Push 90% Pull
- 28. " Creating Expert Content Efficiently Experience • Problem • Thinking • Solution • Learning • Teaching • Expertise Original Intent • Email • Presentation • Proposal • Notes/records • Boilerplate • Sales literature • White Papers • Articles • Press Releases Repurpose • Blog • Video • Guest Article • Email News Letter Distribute • SlideShare • Twitter • FaceBook • LinkedIn • Google+
- 29. Reasons Marketers blog • 77% for Content Marketing • 75% for Search Engine Optimization • 64% for Branding • 48% for Social Media • 21% for Customer Service
- 30. " Blogs = expert & support SEO Website (blog) Content Rank Need Distribute Social Properties Search Engines Interaction Branding Prospects
- 31. Outline Of An internet Marketing Plan
- 32. Thank You! Questions? Thank you! • Free 15-point online marketing audit • Value $1,000 Brian Bluff President & Co-Founder Site-Seeker, Inc. brianbluff@site-seeker.com @BrianBluff w: 315.732.9281 x 11 m: 315.525.5416 Code: SSIFAC