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- 1. B2B SOCIAL MEDIA DISCUSSION #m2350 1 Copyright 2010 Conuiti Social Business Media
- 2. THE BASICS • Social media is about public engagement NOT about advertising. • Building a non-marketing team online to enhance brand, reputation and trust • Using real time information and reports to spot trends and new channels of sales • Facilitate and guide conversations Copyright 2010 Conuiti Social Business Media 2
- 3. WEB 2.0 Copyright 2010 Conuiti Social Business Media 3
- 4. B2B DRIVERS • Inbound vs. Outbound Marketing • Connecting to build a Network • Develop and share valued Content • Ongoing Engagement with your audience Copyright 2010 Conuiti Social Business Media 4
- 5. OUTBOUND VS. INBOUND • Can be aligned with traditional Outbound messages • Permission marketing naturally matches consumer buying process. Hubspot.com 2010 Copyright 2010 Conuiti Social Business Report Media 5
- 6. WHY INBOUND • Delivered 60% lower cost-per-lead • Social media, Blogs and SEO marketing powerhouses.Copyright 2010 Conuiti Social Business Hubspot.com 2010 Report Media 6
- 7. “CONNECT” YOUR NETWORK • Be selective on who you network with. • They may be different than whom you think! Copyright 2010 Conuiti Social Business Media 7
- 8. YOUR NETWORK “TOOLS” Copyright 2010 Conuiti Social Business Media 8
- 9. SHARE VALUED “CONTENT” Copyright 2010 Conuiti Social Business Media 9
- 10. “ENGAGE” YOUR NETWORK • Your Network appreciates fresh+relevant content. • SEO/Google driven by fresh+relevant+connected content. Copyright 2010 Conuiti Social Business Media 10
- 11. PRACTICAL EXAMPLE 1/2 Copyright 2010 Conuiti Social Business Media 11
- 12. PRACTICAL EXAMPLE 2/2 Copyright 2010 Conuiti Social Business Media 12
- 13. LISTEN AND MANAGE Copyright 2010 Conuiti Social Business Media 13
- 14. B2B TECH EXAMPLE http://socialmediab2b.com/2011/ 04/b2b-social-media-winners/ http://www.emc.com/community/ index.htm Copyright 2010 Conuiti Social Business Media 14
- 15. DEVELOPMENT (3 C’S) Content Channels Calendar What knowledge Determine Brainstorm is shareable online and develop and open to spaces events input? How does Leverage Create an knowledge culture of engagement align with each space calendar Outbound? Copyright 2010 Conuiti Social Business Media 15
- 16. WHY CONUITI Facilitate discussion regarding customer need Clarify what information is important to your customer Map a plan to deliver information quicker: Web 2.0 Consultation, oversight or re-design + hosting Social environment integration Select and deploy online management tools Monitor success of call-to-action initiatives Provide training, support, then tools to self-manage ongoing integration Deliver a smarter web and social media architecture to drive additional clients Social Business Copyright 2010 Conuiti 16 Media
- 17. THANK YOU We Think Social Business Media Reid Sellgren rsellgren@conuiti.c om 612.396.9366 twitter.com/conuiti Copyright 2010 Conuiti Social Business Media 17
Hinweis der Redaktion
- Whether B2C or B2B, leveraging social media to communicate and share ideas follows a basic set of philosophies and principals.
- With Social Media integration there is a cultural shift as it relates to empowering employees to interact with consumers of your brand, in particular digital marketing. It’s no longer a one-way dialogue, it’s a two-way conversation, with control being in the hands of your customer, it’s about using the web right. Not driving “who we are” to those whom visit the site, but listening, reacting and providing the information that “they want”. It’s about trying to figure out what's going to happen, and being there when it does. That's the way to approach technology—and as business includes an ever larger technological component, the right way to do business. We used to believe what we were told by businesses, now we get and share information from the web, we’ve learned to trust businesses about 12% of the time and those we find online and value their recommendations or experiences over 85%.
- That’s the broadstroke to what Social Media is, but I wanted to give you some tangible points that are very actionable in your business. In driving specific B2B marketing goals the engine behind the effort is a shift from Outbound to Inbound Marketing – Interruption to Permission based marketing. 2. Building a network by connecting to those who will most benefit by “saying yes” to what your brand provides or offers (warning – this may shift, it may not be what you think it is, i.e. crowdsourcing) 3. And then developing valued content that highly relative to their need, keeps those consumers asking for more and 4. Engaged with your business on an ongoing basis. They’ve Found you, you’ve connected, you’ve created value and engagement on an ongoing basis. They’ve kicked the tires, they’ve bought, and they will come back for their next set.
- A trending topic in today’s B2B world is where is your money best spent these days in regards to lead generation and marketing efforts. With that said Hubspot.com performed a significant amount of research on their clients and surveyed over 1,000 C-level executives and marketing directors to find out where is money best spent in the B2B world.These methods are "interruption-based". This means that the goal of these campaigns is to interrupt the prospect from the activity they are engaged in and shift their attention to your ad or offer. This is becoming for difficult, mostly because buyers are growing increasing tired of the interruptions and they don’t necessarily trust what they are being told.Tools continue to be developed to block these interruptions (Digital video recorders, voice mail, email filters, caller ID, satellite radio, etc.) Inbound marketing methods are just the opposite. These tactics focus on gaining "permission" from prospects. This naturally matches the buying process of the consumer. Buyers now expect to be able to research products, services and companies without having to deal with a sales person. Studies have shown that as much as 80% of purchases were initiated with an online search of some kind. As a manufacturer, this means you better be online and your prospects and customers better be able to find you when they go through their online research and buying process.When looking for information about potential solutions, products, services and/or businesses, buyers commonly use the search engines and social media to start the process. So the Inbound marketing strategy is based on aligning with the new buying processes to today's cusotmer. Showing up in the search engine results requires Search Engine Optimization for the natural results and Pay Per Click (PPC) Marketing for showing up in the sponsored listings. Social Media Marketing supports the strategy by extending the reach of the business. It can also be leveraged for lead generation when used properly. Inbound marketing provides perhaps the highest ROI in marketing. But it does take some work. But a sound strategy combined with the right technology tools, you can enjoy a steady new stream of prospects and customers through Inbound Marketing
- The report provided by Hubspot in 2010 highlights Inbound marketing and the significant lower cost per lead than outbound marketing. Based upon respondents who spend more than 50% of their budget on inbound vs. outbound marketing channels. Inbound marketing dominated companies experience a 60% lower cost per lead than outbound dominated companies. And this is consistent with a report from 2009 that showed a 61% lower cost per lead.Social media and blogs maintained the slot as the most effective with 63% of the respondents estimating the categories as “below average cost” for lead generation. Something like 66% in 2010 vs. 48% in 2009 now have a company blog.Respondents who are increasing their inbound marketing budgets, the most common reason cited was past successes, conversely the small minority who decreased their budgets only did so because of economic conditions.In this survey overall small businesses (1-10 employees) planned to spend 44% of their lead generation budgets on inbound marketing while medium and large businesses (+50) plan to spend 31%, however 21% still going toward tradeshows as lead generation.
- Driver #2, “Connect” Even within your existing customer base, you want to be selective about who you connect with. Sure at first you will want to just connect to anyone whom is willing to connect to you but you want a network that is targeted and relevant to your niche. Industry bloggers, customers, partners and relevant media companies.
- So we have lot’s of relatively free tools out there to leverage and as I mentioned it’s about utiizing the right ones that target and connect you to your specific niche markets with relevant content. Yes, they are using search engines to locate these solutions but what do you think might have more of an impact: A long winded website description OR a link from a “Network Partner” on their Facebook page to a YouTube video explaining how it works or better yet a success story that appeared in a blog? A story that perhaps provides a solution for a highly similar situation…..?Social Media Marketing supports the strategy by extending the reach of the business. It can also be leveraged for lead generation when used properly. A sound strategy combined with the right technology tools, you can enjoy a steady new stream of prospects and customers through Inbound Marketing
- Social media is about telling the story, and in turn you are providing valuable content to be found by your niche market. You have your network connected (and growing) now you begin to talk about your expertise, your successes or better yet your clients successes and how your products had an impact. Blogging is one of the best and simple methods to do this. So Jeff from Control products is working on a new circuit design, and it just so happens that it’s for an automotive application. He types in a quick search and instead of reaching a static webpage with some technical data, he stumbles upon a dynamic page---your blog, a success story. He read’s your story, becomes connected by the relevance to his project and takes action by visiting your site (for the technical data) or calling his parts representative Chad or Brad at Avnet or Arrow and gets samples. And with a little luck the folks, your Network, at the Fire Apparatus Manufacturers Association add’s your success story to their website and is seen by hundreds or thousands of other potential customers.
- By integrating success stories and news from your Social Media tools into your website you create a dynamic interface for brand consumers to WANT to visit your website for fresh content. Not only does your customer appreciate this but Google has changed its algorythms to incorporate this very concept. They value your ranking and position on social relevance AND relevant changing content. You can take it many steps further by creating social/mass collaboration challenges through Wordpress, Facebook and certainly YouTube as well. Let your network tell you what they need. Let them develop your next key markets or product solutions.
- So as you’ve seen from a couple emails I’ve sent, I’ve been listening a bit on behalf of Bergquist of what is being said on the web, and I’ve done this through Google Alerts, a simple, free resource. This could be something posted by anyone, in this case it’s from Digi….”Bergquist has expanded it’s range of phase-change thermal management materials by introducing Hi-Flow 650P. I’m guessing you provided this to Digi and Digi posted it. I’d think we can help the play on this release…sure you have conventional means but how about getting it into the hands of those who already love Bergquist products?
- To demonstrate the ease of broadcasting that message, helping it keep legs, we then open Hootsuite or another multi-platform management tool, type in our message with a link to the article select the social environments that we want to broadcast too and hit Send. It will travel to Facebook, Twitter, Linkedin and even drive Wordpress blogs if we choose. There is additional functionality that you can set up allowing you to reach dozens of other social media sites simultaneously.
- You have your niche network, actively creating valuable content, engaging your network by pushing out that content through social media tools and environments, now you need to monitor, listen and manage that content. Understand what is being said about your brand and be in a position to react and leverage, you are now part of the conversation and have hundreds if not thousands of additional 3rd party salespeople throughout the world. Free tools that I will set up and turn over (or idealy manage alongside of you).
- Winning a contest through B2B Magazine, EMC corporation – a fortune 500 company that develops, delivers and supports information infrastructure and virtual infrastructure hardware, software, and services who launched a very multidimensional social media campaign from Network Relations to promotional mailings to live events to youtube, utilizing nearly every tool at it’s disposal. The theme of “breaking records” was carried through a direct mail puzzle with a corresponding interactive game on Facebook. Virtual simulcasts were supported by videos featuring storace-related Guiness World Records that EMC broke. A Breaking Record tour traveled to more than 50-cities. The 250,000-member customer community held and open, live Q&A session with engineeers. There was even an interactive on-line game just for employees. Impressive results – more than 700,000 views on YouTube, more than 40 posts by influential bloggers, 2,500 participants in the community event and more than 1,500 tweets, which helped the #EMCBreaksRecords hash tag briefly break into the top trending topics on Twitter. The total Facebook fan base more thatn doubled in two weeks. An impressive 28% of all traffice to the event registration page originated from social media sites and/or social media engagment!
- So that’s really all there is, you need to develop the content map of what you want to share, which can often piggy-back your other marketing efforts, determine and set up the Online Channels that are appropriate to your mission then develop a marketing calendar with events and drive it out.
- And thank you, I hope it was helpful…