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Getting to Grips With Social Media Marketing for B2B

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Getting to Grips With Social Media Marketing for B2B

  1. 1. Getting to Grips with Social Media in B-to-B Marketing Co-presenters: Mairi Burns, Director of Client Services Dunthorpe Marketing Group Ryan Lewis, President Bonfire Social Media Web Seminar: June 18, 2009
  2. 2. Agenda <ul><li>Setting context </li></ul><ul><ul><li>Definition </li></ul></ul><ul><ul><li>What your peers think </li></ul></ul><ul><ul><li>The direct marketer’s dilemma </li></ul></ul><ul><ul><li>Social media and B-to-B </li></ul></ul><ul><li>When social media </li></ul><ul><li>Why social media </li></ul><ul><li>What is social media </li></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Social networks </li></ul></ul><ul><ul><li>Microblogging </li></ul></ul><ul><li>Where to use it </li></ul><ul><li>Who’s using it and how: case studies and samples </li></ul><ul><li>Questions </li></ul>
  3. 3. Social Media Marketing Definition <ul><li>‘ Social Media ’ is the practice of facilitating a dialogue and sharing content between companies, influencers, prospects and customers, using various online platforms including blogs, professional and social networks, video and photo sharing, wikis, forums and related Web 2.0 technologies </li></ul><ul><li>‘ Social Media Marketing ’ is about engaging the prospect or customer in conversation in a way that provides mutual value. It is about collaboration between people; everyone participating and sharing information </li></ul><ul><li>Source: MarketingSherpa 2009 Social Media Marketing and PR Benchmark Guide </li></ul>
  4. 4. What your peers think <ul><li>Social media provoking change </li></ul><ul><li>Nearly 70% of marketing and PR professionals agree that social media is changing the way their company will communicate in 2009 </li></ul><ul><li>Social media gets the biggest increase in marketing spend in 2009 </li></ul><ul><li>Half of the market will be increasing their social media marketing spend (Only social media and email to in-house lists get the biggest vote for increases) </li></ul><ul><li>Real cost is the time it takes to implement activity: whether that means outsourced labor or in-house salaries </li></ul><ul><li>Source: MarketingSherpa 2009 Social Media Marketing and PR Benchmark Guide </li></ul>
  5. 5. Adoption by B-to-B technology decision makers <ul><li>90% participate in Video </li></ul><ul><li>80% participate in Blogs </li></ul><ul><li>80% participate in Wikis </li></ul><ul><li>69% participate in Social Networks &quot;primarily for business networking and development“ </li></ul><ul><li>53% participate in Podcasts </li></ul><ul><li>Source:KnowledgeStorm </li></ul>
  6. 6. What your marketing peers think <ul><li>What’s stopping companies adopting social media tactics? </li></ul><ul><li>Lack of knowledgeable staff (46%) </li></ul><ul><li>Inability to measure ROI (43%) </li></ul><ul><li>Lack of budget funding (33%) </li></ul><ul><li>Management resistance (32%) </li></ul><ul><li>Technical complexity (18%) </li></ul><ul><li>Not relevant to market (14%) </li></ul><ul><li>Source: MarketingSherpa 2009 Social Media Marketing and PR Benchmark Guide </li></ul>
  7. 7. The Direct Marketer’s Dilemma The most effective tactics are the hardest to measure
  8. 8. Social When to Use Media
  9. 10. Social Media and B-to-B Marketing <ul><li>Digital and traditional tactics are being mixed into integrated marketing programs (augmenting traditional media rather than replacing it) as another ‘touch point’ </li></ul><ul><li>Some traditional tactics are still highly effective for lead generation: executive events and telemarketing (Source: B-to-B Marketing in 2009, Forrester) </li></ul><ul><li>Social media marketing works well to engage in a dialogue with prospects – to establish your voice and share valuable, neutral educational information </li></ul><ul><li>There’s no doubt social media marketing supports brand awareness, increases SEO rankings and website traffic. But all these activities impact demand generation either directly or indirectly. Brand awareness and demand generation are not mutually exclusive. </li></ul><ul><li>Its application for lead generation is still evolving </li></ul>
  10. 11. When <ul><li>Compelling content builds thought leadership </li></ul><ul><li>Response immediacy </li></ul><ul><li>2 way conversations and tapping the customer knowledge </li></ul><ul><li>Enables customers to help customers </li></ul><ul><li>Engages prospects through customer evangelism </li></ul><ul><li>Turn a cold call into a warm call (target research) </li></ul><ul><li>Activity translates into a perception of vibrancy </li></ul>
  11. 12. Social Why Media
  12. 13. Why? <ul><li>The Rise Of Online and Social Media </li></ul><ul><li>Number of internet devices in 2008: 1 billion (1,000 in 1984) </li></ul><ul><li>60% of Americans use social media </li></ul><ul><ul><ul><li>Of that 60% another 59% interact with businesses on their sites </li></ul></ul></ul><ul><ul><ul><li>41% said businesses should solicit feedback on products and services </li></ul></ul></ul><ul><ul><ul><li>37% said businesses should develop new ways for consumers to interact with their brand </li></ul></ul></ul><ul><ul><ul><li>25% said businesses should market to clients </li></ul></ul></ul><ul><ul><ul><li>93% of social media users feel a business should have a presence in social media because they are better served with direct contact. </li></ul></ul></ul><ul><li>More people use Social Media than email as of March 2009 </li></ul><ul><li>Facebook has over 200,000,000 active members (5 th largest country) </li></ul><ul><li>Twitter has over 32,000,000 active members </li></ul>
  13. 14. Social What is Media
  14. 17. <ul><li>Company hosted Blog or Blogger, Wordpress, Etc. </li></ul><ul><li>Controlled content </li></ul><ul><li>Company knowledge bank </li></ul><ul><li>Lead generator (reserved release) </li></ul><ul><li>SEO </li></ul><ul><li>Thought leadership </li></ul><ul><li>Tapping internal talent </li></ul>BLOGS
  15. 18. SOCIAL NETWORKS <ul><li>Insidefacebook: 45% of the social network’s U.S. users are ages 26 and older, and nearly 25% are over age 34 </li></ul><ul><li>Average user has 120 friends </li></ul><ul><li>Over 200,000,000 active users </li></ul><ul><li>Integrates with Salesforce </li></ul><ul><li>Countless free tools </li></ul><ul><li>Average Age: 41 </li></ul><ul><li>Household Income $109,703 </li></ul><ul><li>College Grad: 80.1% </li></ul><ul><li>Business Decision Maker 49% </li></ul><ul><li>C-Level Executives 7.8% </li></ul><ul><li>Purchased Computer Hardware or software for their business in the last year: 30% </li></ul>
  16. 19. MICROBLOGGING (in one word)... <ul><li>Business: </li></ul><ul><li>Real Time Search </li></ul><ul><li>Keyword Aggregation </li></ul><ul><li>Customer Service </li></ul><ul><li>“ 2” way broadcasting </li></ul><ul><li>Casual: </li></ul><ul><li>Celebrity Vanity </li></ul><ul><li>Political Gaffs </li></ul><ul><li>Personal Transparency </li></ul><ul><li>IP Liability </li></ul>
  17. 20. Positive Example Twitter Response Advertisements Video Blog
  18. 22. Pitfalls
  19. 23. Social Where to Use Media
  20. 24. Where
  21. 25. Where (measurement-sales focus)
  22. 26. Where (measurement-service focus)
  23. 27. Social Who Uses Media
  24. 28. Case Study
  25. 29. <ul><li>ArcelorMittal key financials for 2007 show revenues of US$105.2 billion, with a crude steel production of 116 million tons, representing around 10% of world steel output. </li></ul><ul><ul><li>Video </li></ul></ul><ul><ul><li>Blog Entries </li></ul></ul><ul><ul><li>Brand Leadership </li></ul></ul><ul><ul><li>Self Promotion </li></ul></ul><ul><ul><li>Shareability </li></ul></ul><ul><ul><li>Humanistic Personality </li></ul></ul>Case Study
  26. 30. Case Study
  27. 31. Case Study
  28. 32. Case Study <ul><ul><li>As of 2007, The Dow Chemical Company is the second largest chemical manufacturer in the world by revenue. Dow is headquartered in Midland, Michigan and founded in 1897. </li></ul></ul><ul><ul><li>Webcasts </li></ul></ul><ul><ul><li>RSS </li></ul></ul><ul><ul><li>Podcasts </li></ul></ul><ul><ul><li>Dow TV </li></ul></ul><ul><ul><li>YouTube </li></ul></ul>
  29. 33. Case Study
  30. 34. <ul><li>3 Million in Sales Q1 2009 through Twitter </li></ul><ul><li>Personalized Profile with Company Name </li></ul><ul><li>YouTube Case Studies and Business advice </li></ul><ul><li>Combustible Batteries </li></ul><ul><li>Social Initiatives </li></ul>Case Study
  31. 35. How to get started <ul><li>5 Basic Steps </li></ul><ul><li>Listen and learn from the online conversation </li></ul><ul><li>Find someone internally or someone outside the company to optimize your presence and build your profile </li></ul><ul><li>Develop a strategy around what you have learned from listening </li></ul><ul><li>Develop company best practices and policies </li></ul><ul><li>Broadcast and communicate following your strategy </li></ul>
  32. 36. References <ul><li>http:// www.americanbusinessmedia.com/abm/NewsBot.asp?MODE =VIEW&ID=2045&SnID=2016694 </li></ul><ul><li>http://www.nytimes.com/2009/04/28/business/media/28paper.html </li></ul><ul><li>http:// managementchords.blogspot.com </li></ul><ul><li>http://www.techcrunch.com/2009/06/02/from-terrible-to-terrifying-newspaper-ad-sales-plummet-26-billion-in-first-quarter/ </li></ul>
  33. 37. Questions?
  34. 38. Why Dunthorpe Marketing Group? <ul><li>Integrated B2B marketing program expertise </li></ul><ul><ul><li>Online </li></ul></ul><ul><ul><li>Offline </li></ul></ul><ul><li>Specializes in lead generation and sales conversion programs </li></ul><ul><ul><li>Wide range of industry experience, with strong technology background </li></ul></ul><ul><ul><li>Expertise in marketing programs supporting all stage of sales cycle </li></ul></ul><ul><ul><li>Track record creating target databases </li></ul></ul><ul><li>Senior account and project managers </li></ul><ul><ul><li>Background as marketing executives at technology and financial services corporations </li></ul></ul><ul><ul><li>Combine corporate experience with agency best practices </li></ul></ul><ul><li>Offer full range services from campaign planning and strategy through tactical execution </li></ul><ul><ul><li>We can plan and execute an entire marketing campaign </li></ul></ul><ul><ul><li>We can plan and execute a part of your marketing campaign (p lug and play approach) </li></ul></ul>
  35. 39. Dunthorpe Marketing Group Capabilities: Integrated Marketing Services <ul><li>Campaign Development </li></ul><ul><li>Positioning & Messaging </li></ul><ul><li>Competitive Analysis </li></ul><ul><li>Target Audience Profile </li></ul><ul><li>Online / Advertising, SEO, SMO, Sponsorships </li></ul><ul><li>Webinars & Seminars </li></ul><ul><li>Telemarketing </li></ul><ul><li>Direct Mail & Email </li></ul><ul><li>Trade Shows </li></ul><ul><li>Brand and Image Programs </li></ul><ul><li>Print & Online Advertising </li></ul><ul><li>Collateral Development </li></ul><ul><li>Web Development </li></ul><ul><li>Training Materials and Presentations </li></ul><ul><li>Mail House Services </li></ul><ul><li>Database Development </li></ul><ul><li>In-house Telemarketing </li></ul>             Marketing Strategy Marketing Communications Demand Generation Tactical Execution    
  36. 40. Dunthorpe Marketing Group Capabilities: Sweet Spots <ul><li>Campaign Development </li></ul><ul><li>Positioning & Messaging </li></ul><ul><li>Competitive Analysis </li></ul><ul><li>Online / Advertising, SEO, SMO, Sponsorships </li></ul><ul><li>Seminars & Webinars </li></ul><ul><li>Telemarketing </li></ul><ul><li>Direct Mail & Email </li></ul><ul><li>Trade Shows </li></ul><ul><li>Brand and Image Programs </li></ul><ul><li>Print & Online Advertising </li></ul><ul><li>Collateral Development </li></ul><ul><li>Web Development </li></ul><ul><li>Training Materials and Presentations </li></ul><ul><li>Mail House Services </li></ul><ul><li>Database Development </li></ul><ul><li>In-house Telemarketing </li></ul>            Marketing Strategy Marketing Communications Demand Generation Tactical Execution    
  37. 41. Bonfire Social Media Capabilities <ul><li>Best Practices and Social Norms </li></ul><ul><li>Blog/RSS/Profile Automation </li></ul><ul><li>Communication Tool Instruction </li></ul><ul><li>Corporate Twitter Integration </li></ul><ul><li>Analytics and Traffic Sourcing </li></ul><ul><li>Broadcasting and Keyword Optimization </li></ul><ul><li>Social Platform Customization </li></ul><ul><li>Wiki Page Development </li></ul>Social Media Optimization <ul><li>Keyword Analysis </li></ul><ul><li>Competition Analysis </li></ul><ul><li>Link Placement/Influence Page Rank </li></ul><ul><li>Sitemap/RSS Inclusion </li></ul><ul><li>Authoritative Targeting </li></ul><ul><li>Social Bookmark Optimization </li></ul><ul><li>Press Releases </li></ul><ul><li>Web Page Indexing </li></ul>Search Engine Optimization
  38. 42. Bonfire Social Media Capabilities <ul><li>Twitter Keyword Analysis </li></ul><ul><li>Competitive Keyword Monitoring </li></ul><ul><li>Response Designation and Allocation </li></ul><ul><li>Multi User Profile Integration </li></ul><ul><li>Conversation Management </li></ul><ul><li>Social Norm Training/Best Practices </li></ul>Twitter Optimization <ul><li>Real-Time Keyword Analysis </li></ul><ul><li>Consumer Response Delegation </li></ul><ul><li>Conversation Management </li></ul><ul><li>Influence Measurement </li></ul><ul><li>Real -Time Share of Voice Measurement </li></ul><ul><li>Influencer Bio Reports </li></ul>Brand Management & Social Media Marketing
  39. 43. Thank You <ul><li>Please complete our webinar evaluation form </li></ul><ul><li>Would you like a copy of this slide deck or would you like this webinar presented within your company? Mark evaluation form or send email to </li></ul><ul><ul><li>Mairi Burns / [email_address] </li></ul></ul><ul><li>If you would like to contact Mairi Burns or Ryan Lewis directly: </li></ul><ul><ul><li>Call 503.236.4242 </li></ul></ul><ul><ul><li>Send email to [email_address] </li></ul></ul><ul><ul><li>Twitter @ryanjlewis </li></ul></ul>Dunthorpe Marketing Group, Inc. 8825 SE 11th Avenue, Suite 100 Portland, OR 97202 503.236.4242 p

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