Presentation created by Shaun Rowland ( @shaunrowland ) and delivered at Reading Room event in Melbourne on 11th April. www.readingroom.com.au

2. The problem

3. HAVE TRADITIONALLY
BEEN FOCUSED ON

4. OF B2B MARKETER’S BUDGETS IN 2011 WERE

5. NARROW AUDIENCE, NOT SCALABLE
LIMITED INFLUENCE IN THE ACTUAL
(NOT PERCEIVED) DECSION MAKING
PROCESS
NO LONG TERM ENGAGEMENT

7. Social is for consumer brands -
WRONG

8. PERCENTAGE OF B2B MARKETERS WHO USE VARIOUS SOCIAL
MEDIA SITES TO DISTRIBUTE CONTENT
LINKEDIN 83%
71%
TWITER 80%
74%
FACEBOOK 80%
70%
YOUTUBE 61%
56%
GOOGLE + 39%
13%
PINTEREST 26%
N/A
SLIDESHARE
23%
20%
VIMEO 12%
N/A
FLICKR 10%
10%
STUMBLE UPON 10%
N/A
FOURSQUARE 8%
N/A
INSTAGRAM 7%
N/A
TUMBLR 7%
N/A
QUORA 6% 2012
N/A
2011
0 20 40 60 80 100
2013 B2B CONTENT MARKETING BENCHMARKS – NORTH AMERICA: CMI/MARKETINGPROFS

9. Think your sales people have the most
influence on your customers?

10. WHAT INFLUENCES B2B PURCHASE DECISIONS
WOM 84%
SALESPERSON 60%
WEBSITES 59%
PRINT PUBLICATIONS 58%
VARS 55%
IN-PERSON EVENTS 45%
ANALYSTS 48%
SOCIAL MEDIA 46%
EMAIL 41%
WEB EVENTS 40%
INTERACTIVE MEDIA 30%
BLOGS 24%
SOURCE: FORRESTER RESEARCH

11. WOM is social

12. 100%
90%
91%
80%
70%
70%
60%
59%
50% 55%
58% 48%
40% 43%
37%
30%
20% 24%
20%
10% 17%
0% 5%
CREATORS CRITICS COLLECTORS JOINERS SPEC TATORS INACTIVES
B2B BUYERS US ONLINE ADULTS
SOURCE: FORRESTER RESEARCH

13. CEO
INFLUENCER INFLUENCER INFLUENCER
SOCIAL

14. OF B2B BUYERS ARE ACTIVELY
USING SUPPLIER-PRODUCED
CONTENT & SOCIAL MEDIA IN
ORDER TO SPEED UP THEIR
PURCHASING DECISIONS.
Lead Creation, Australia’s Social Media Presence 2012

15. OF BUSINESS BUYERS BELIEVE ALL
COMPANIES SHOULD HAVE A
SOCIAL MEDIA PRESENCE. THE
INTERNET IS THE C-SUITE’S TOP
INFORMATION RESOURCE
(74% OF C-LEVEL EXECUTIVES SAY IT’S VERY VALUABLE)

16. OF C-LEVEL EXECUTIVES SAID
THEY PREFER TO LOCATE
INFORMATION THEMSELVES

17. MOST DECISIONS
ARE MADE
(OR COMES TO YOUR TRADE SHOW)

18. START THE BUYING PROCESS ON
THE WEB
Lead Creation, Australia’s Social Media Presence 2012

19. TURN TO PEER REVIEWS AND
SOCIAL MEDIA
(74% OF C-LEVEL EXECUTIVES SAY IT’S VERY VALUABLE)

20. DON’T CONTACT A SOLUTION
PROVIDER UNTIL AFTER
ESTABLISHING A LIST OF
PREFERRED VENDORS VIA ONLINE
RESEARCH

21. GROWING ROLE OF SOCIAL

22. FOLLOWED GROUP DISCUSSIONS
TO LEARN ABOUT A TOPIC
http://www.slideshare.net/G3Com/2012-b2b-buyer-behavior-survey-report

23. CONNECTED WITH THOUGHT
LEADERS THROUGH SOCIAL
NETWORKS

24. POSTED QUESTIONS ON SOCIAL
NETWORKING WEBSITES

25. SOCIAL CAN

26. SOCIAL WORKS BECAUSE
Social works because relationships are
between people, not businesses

27. PERSON
TO
PERSON

28. OK, I’M
CONVINCED

30. DEVELOP A

31. THE MEDIUM ISN’T THE MESSAGE

32. THE content explosion is upon us
The IS
UPON US

33. PERSONALITY
USEFULNESS
RELEVANCE
FORMAT

34. DEVELOP EDITORIAL CALENDARS
THAT ALIGN WITH YOUR OTHER
MARKETING ACTIVITY

36. CONTENT IS NO GOOD IN A
GIVE YOUR AUDIENCES THE
ABILITY TO

37. INTEGRATE

38. WE GIVE YOU AMAZING
CONTENT.
YOU GIVE US YOUR EMAIL
ADDRESS, FOLLOW US OR
LIKE US

39. MAKE YOUR

40. STOP GIVING RESPONSIBILITY FOR
SOCIAL TO THE PA AND ADMIN TEAM.
IDENTIFY
GIVE THEM CONTROL, HELP THEM
SPREAD THEIR ENTHUSIASM.

41. SENIOR

42. PEOPLE LISTEN TO AUTHORITY. CEOS
WANT TO SPEAK TO CEOS.
(EVEN IN SOCIAL)
IDENTIFY SENIOR SOCIAL
CHAMPIONS. PROMOTE THEM.

43. REASSIGN THE

44. ON SOCIAL AND CONTENT
ON SHORT TERM LEAD GEN ACTIVITIES

45. INFLUENCE THE

46. SENIOR EXECS DON’T HAVE TIME FOR
SOCIAL, BUT
TARGET THEM WITH

47. CHANNEL

48. WHERE DO YOUR AUDIENCES LIVE?
WHAT CONTENT IS APPROPRIATE FOR
WHICH CHANNEL?
(AND MOBILE SITE) IS STILL VITALLY
IMPORTANT.

49. 3 EXAMPLES

53. @shaunrowland
www.readingroom.com.au

54. http://www.flickr.com/photos/thinkgeoenergy/455402277 http://www.sxc.hu/photo/1095072
4/ http://www.flickr.com/photos/mayoi/2725187070/
http://www.flickr.com/photos/seeminglee/3969199420/ http://www.flickr.com/photos/booleansplit/8482641188/
http://www.flickr.com/photos/jdhancock/6023780563/ http://www.flickr.com/photos/42931449@N07/681248163
http://www.flickr.com/photos/ajourneyroundmyskull/5641 5/
424634/ http://www.flickr.com/photos/ben_grey/4582294721/
http://www.flickr.com/photos/benhosking/5076568979/ http://www.flickr.com/photos/evanblaser/5489246278/
http://www.flickr.com/photos/darwinbell/313220327/ http://www.flickr.com/photos/seier/2348583304/
http://www.flickr.com/photos/flatworldsedge/5204343926 http://www.sxc.hu/photo/314542
/ http://www.flickr.com/photos/foxypar4/913591946/
http://www.flickr.com/photos/x- http://www.flickr.com/photos/proimos/4045973322/
ray_delta_one/4042346885/ http://www.flickr.com/photos/peasap/935756569/
http://www.flickr.com/photos/lyza/49545547/ http://www.flickr.com/photos/68751915@N05/673617082
http://www.flickr.com/photos/dyrkwyst/5319624060/ 7/
http://www.sxc.hu/photo/1206728 http://www.sxc.hu/photo/432895
http://www.sxc.hu/photo/1215912 http://www.sxc.hu/photo/546229
http://www.flickr.com/photos/zigazou76/4482734462/size http://www.flickr.com/photos/nostri-imago/3137422976/
s/o/in/photostream/ http://www.flickr.com/photos/tanaka_juuyoh
http://www.sxc.hu/photo/1070609 6820481598/
http://www.flickr.com/photos/veryveryquiet/4231240019/ http://www.flickr.com/photos/walkingsf/6159680639/
http://www.flickr.com/photos/waltstoneburner/79465815 http://www.flickr.com/photos/jdhancock/3574716051/
22/
http://www.flickr.com/photos/gozalewis/3351035736/
http://www.flickr.com/photos/waltstoneburner/79465815
22/