An opinionated summary of integrated content marketing vs. social (Facebook in particular). Some examples from real life combined with some research put into perspective regarding Facebook and business marketing.

1. WHAT WORKS AND WHAT
DOESN’T IN B2B MARKETING
Don Marzetta
Sybase, an SAP Company
November 30, 2011

2. A SUCCESSFUL MAN IS ONE
WHO CAN LAY A FIRM
FOUNDATION WITH THE
BRICKS OTHERS HAVE THROWN
AT HIM.
DAVID BRINKLEY
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3. WHAT WORKS.
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4. AIM WHERE AUDIENCE
IS ENGAGED AND • Launched ZDNet
UberMobile blog written
LEANING FORWARD. by a veteran technology
reporter
• 100,000 monthly page
views
• 3,000 downloads of
Sybase assets in the
resource center on the
ZDNet blog
• 4,500 subsequent visits to
Sybase.com
• 30+ reader comments
monthly
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5. BUILD DESTINATION SUPPORTING THE
CONTEXT OF YOUR MESSAGE.
• Goal:
– Present a richer, more
immersive resources
than traditional m.sites
• Result:
– Over 5 minutes per
session on tablet
friendly destination
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6. DELIVER THOUGHT LEADERSHIP.
• 130-page book explaining how mobility
can transform organizations.
• Written by independent market
research analysts or industry executives
at SAP/Sybase partners.
• Uploaded to SlideShare, Scribd, Google
Books, DocStoc, LinkedIn.
• Results:
– 4,000 copies of the PDF version have been
downloaded to date.
– 2,500 ePub versions were downloaded from
iBooks alone for reading on iPads.
– 20,000 copies of the printed book were
distributed within the first 6 weeks
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7. RESULTS COME THROUGH
THOUGHTFUL INTEGRATION.
• Awareness:
– 33 million
impressions
– 40% being mobile
• Interest:
– Over 90K visitors
– Over 5 minutes
per session.
• Engagement
– 26,500 books
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8. WHAT DOESN’T WORK.
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9. AUTHORITY DOESN'T
WORK WITHOUT
PRESTIGE.
CHARLES DE GAULLE
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10. FACEBOOK HAS LITTLE EFFECT ON
INFLUENCING PURCHASE DECISIONS.
• According to a
Goldman Sachs,
Facebook has little
influence over
online shopping
decisions.
• Imagine how that
translates to B-to-B?
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11. PRESTIGIOUS FACEBOOK CASE
STUDIES JUST DON’T ADD UP.
• Just in: Facebook Ads Increase in
effectiveness by 18.5%. Over what? This:
• RBS Insurance
– 55.4 million imps, 6,397 clicks
– My Calculation CTR = 0.00012%
• Healthy Choice:
– At the end of 2 week campaign people
connecting to the FB page went from
6,800-60,000.
– My Calculation: 11m imps, 3m organic =
0.00043% response rate
• Cheerios build relationships. 84.5 million
imps.
– People connected to Cheerio’s FB page
grew from 8,854 – 133,129
– My calculation CTR = 0.0015%
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12. FACEBOOK: ALL THE PRESTIGE, BUT
NONE OF THE AUTHORITY.
• Less than 24% of advertisers are happy with the return on their investment.
» March 2011: 2World Federation of Advertisers and Millward Brown
• Although people spend 1 out of every 8 minutes on Social, they don't use it when they
want to connect with an advertiser.
» Razorfish
• Advertiser emails made consumers feel more valued than advertisers' Facebook pages
• Exact Target CoTweet Study
• Product recommendation sites are 5 times more influential over buying decisions
» Goldman Sachs
• Over half of users eventually unlike or ignore companies they’ve “liked”
» Exact Target CoTweet Study
• Opinion: LinkedIn membership and content have authority, and will earn a prestigious
badge from B2B
» Don Marzetta, Sybase, an SAP Company.
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13. CONTENT SITES HAVE BOTH
AUTHORITY AND PRESTIGE.
• By every measure, content sites are the most effective place
to raise awareness, ad recall, engagement, and sales.
» Facebook and Nielsen Brandlift Study 2010. 2011 market norms, 2011 CBSi Online Display Advertising: Its Quantified Effect on
Organic Down Funnel Activity.
Lift. Exposed vs. Unexposed Content Site Facebook
Ad Recall  42% 30%
Message Awareness  25% 13%
Engagement Rate 13.0 x 0.13%
Purchase Intent 2.6 x 8.0%
Actual Purchase 4.8 x n/a
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14. IF YOU WANT A HAPPY
ENDING, THAT DEPENDS, OF
COURSE, ON WHERE YOU
STOP YOUR STORY.
ORSON WELLES
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15. B2B IS HAPPILY WRITING THE
MARKETING STORY. AND
THIS IS ONLY THE
BEGINNING.
DON MARZETTA
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