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Social Media for
                                    B2B Companies
                                    Should you be tweeting,
                                    blogging and podcasting to
Sarah Sturtevant
President,
                                    reach more customers?
Integrated Website Solutions Inc.
Agenda

The socially connected industrial company
Social Media: What, Why & How?
Latest Stats, Facts & Figures on Social
Media for B2B Companies & Industries
Social Media Tools
Outbound “Push Marketing” is Inefficient
   Traditional “Push Marketing”: You are in control of the message you
   push out along with how or when it is received by prospects.

   But those prospects may not NEED what you sell at that moment.


Some “Pushy” Tactics:
 direct mail
 print catalogues
 cold calling
 trade shows
 print magazine ads
 static brochure-ware sites
It’s 2012 – times have changed!
  Digital “Pull Marketing”: Your customers are in control.

  They search for your products or services online at that exact
  moment they HAVE a need. If they find your site, they decide
  how and when to act.

Some “Pull” Tactics:
 search engine optimization
 detailed online catalogues
 interactive websites
 social media networks


      Pull marketing is also know as “inbound marketing”
Where are your customers?
   97 % of industrial buyers use the internet to
    research buying decisions


    Are you spending the majority of your marketing
       dollars online – where you can brand more
          effectively when buyers have a need?


                                  Source, ThomasNet Industrial Marketer
Social Media 101
“The social media train has already left the station.
Are you on it?”

   Web 1.0: company-centric, one-directional
    communication from a website to its audience.
    It shouts: “Buy our stuff … we’re the best!”

   Social Media Communication: customer-centric,
    interactive information sharing, collaboration and
    community-building online.
    It asks: “How can we serve you better? We want to get
    to know you.”

      Social Media Sites Influence Customers & Help Drive Customer Retention

                                                               Flickr Photo: ragtops2000
“End users who previously couldn’t vote for
content via links from web pages are now able to
vote for content via their clicks, bookmarks, tags
and ratings. These are very strong signals to
search engines, and best of all, they don’t rely
on the elitism of one website owner linking to
another or the often mediocre crawl of a dumb
bot.”

   -- Mike Grehan, “New Signals to Search Engines”
Today, social media sites allow ordinary
people to go beyond simply consuming
information; they can now produce and
publish it on multiple channels. They can
also share brand recommendations with
their social media followers using “like”
buttons or by re-tweeting (sharing) a
brand’s post.
Social Media for B2B Companies - Updated, 2012
… but ignoring social media networks doesn’t
prevent your customers from talking about your
company on these sites.
So doesn’t it make sense to find out what
social sites your customers use, listen to
them and then join the conversations so
you can influence them?
Reasons Why B2B Companies
Don’t Participate in Social Media
 “it’s a passing fad”
 “only kids are on these social sites”
 “we don’t have time”
 “we’re not sure how to get started”
 “if we do get started, we don’t know how to
  maintain our social sites”
 “it might be a time-waster with no ROI”
How do growing companies market?

    1950 - 2000   2000 - 2050




                                Source: Hubspot @rickburnes
Other companies have successfully
used social media to:
   drive more traffic to their company websites
   acquire new customers
   build customer loyalty and retention
   gain valuable market research for innovation
   develop a community of virtual “brand
    advocates”
   increase search engine exposure from multiple
    social sites
   maximize the positive public relations “buzz”
    for their brands -- one conversation at a time
Why Is Social Media Vital to
Industrial B2B Companies?
   Social Media networked customers are
    connected and have great influence.

“Connected consumers are only growing in size,
 magnitude and influence. Ignoring them is a step
           towards digital Darwinism.”
                           -- Brian Solis
Social Media & Business
   65% of the world’s top companies have a an active Twitter profile
   90% of marketers use social channels for business
   43% of marketers have noticed an improvement in sales due to
    social media participation
   91% of experienced social marketers see improved website traffic
    due to social media campaigns and 79% are generating more
    quality leads
   LinkedIn is 4X better for B2B lead generation than Facebook and
    Twitter
   Only 10% of marketers are actively monitoring social media ROI

                          Source: 99 New Social Media Stats for 2012, @carapring
Social Media & Small Business
   53% of small businesses are using social media
   88% believe exposure is the biggest benefit
   19% use Facebook, 15% LinkedIn and 4%
    Twitter
   12% think it’s a must, 24% do it when they have
    the time and 14% say they don’t know enough
    about it

                   Source: 99 New Social Media Stats for 2012, @carapring
Social Media & Industrial B2B
   More than 63% of industrial buyers use social media at least once a week to
    research and source suppliers
   7 out of 10 of small and mid-size suppliers (68%) are already engaging with
    prospects through social media
   68% of industrial buyers want to read about new product or service
    innovations
   To reach new customers, overseas and at home, nearly 9 out of 10 product
    and custom manufacturers (86%) are investing in online marketing this year
    and more than half are increasing these investments
   56% of industrial buyers recommend that suppliers who are interested in
    doing business with them establish a social media presence

                      Source: Thomas Industrial Purchasing Barometer @ThomasNet
Don’t Jump in Without a Plan

 Before you engage in social media, you
 need to figure out a strategy which has
 benchmarks and measurable objectives.
Social Media Sites Are Just Tools

           … Not Silver Bullets


           Once you define your
             objectives,
           some tools will be more
             appropriate than others
Here are a few social media sites
worth checking out…
Being Social Online:
It’s not just a fad for kids anymore
   2/3 of US online adults use social networking
    sites
   Percent of internet users by age using social
    sites: 92 % of young adults aged between 18-29,
    73% of 30 - 49 year olds, 57% of those aged
    50 – 64
   Since 2009, social media use by 50- 64 year has
    doubled
    Source: Aaron Smith, Pew Research Centers Internet & American Life Project, 2012
Google +
   Since its launch in June 2011, Google + crossed the 90 million
    users mark by January 2012 – its rival Facebook took 4 years to
    reach this point. By September 2012, it attracted 200 million active
    users worldwide.

   Google + content is featured on Google’s new search results page
    called “Search Plus Your World” introduced in January 2012.

   Google features social data from Google + and Twitter updates. It
    excludes Facebook due to privacy issues and its inability to deeply
    crawl this social site.

   Search Plus Your World includes personal content from those in
    your social circles which can be turned off
Social Media for B2B Companies - Updated, 2012
LinkedIn
   A network linking over 150 million professionals world-
    wide

    - LinkedIn counts executives from all Fortune 500
    companies as members

    - More than 2 million companies have LinkedIn Company
    Pages

    - LinkedIn members are sharing insights and knowledge
    in more than 1 million LinkedIn Groups
Social Media for B2B Companies - Updated, 2012
Social Media for B2B Companies - Updated, 2012
Some LinkedIn Tips
 Personal branding pages should highlight
  professional achievements
 Include references and work-related
  content you publish (i.e. blogs,
  presentations etc.)
 Company branding pages should include
  a logo, pictures, videos and a link to your
  company website.
Twitter
 A micro-blogging site that is not just for
  announcing to the world what you had for
  lunch!
 Definition: A “Tweet” is a post on Twitter of
  140 characters or less
 Goal: Don’t just collect followers, engage
  them by creating valuable, share-worthy
  content!
“Tweets from the Chiefs”:
Some CEO’s on Twitter
Rob Howard, Telligent CEO




Twitter helps Telligent with customer feedback (positive and negative),
keeping a pulse on the industry, and it's a great way to get some buzz going
quickly.
                                                                Source: BusinessWeek
Jeff Booth, BuildDirect President and CEO

“Twitter helps me start relationships.

Many of those relationships that would have never started without
Twitter have already become meaningful for our business.

I have found that the best way to create relationships is to give to
others. This is the same for Twitter.

I try to engage with users rather than to sell to them. I try to add value.”
                                                             Source: BusinessWeek
Social Media for B2B Companies - Updated, 2012
Social Media for B2B Companies - Updated, 2012
Facebook Company Page
   As of 2012 Facebook has over 900 million active users
   The 35 + demographic represents more than 30% of the
    entire user base
   There are 206.2 million internet users in the US. That
    means 71.2% of the US web audience is on Facebook
   70% of the Facebook user base resides outside the US
   Facebook has become one of the most trusted
    companies in America, and people spend three times
    more time there than on Google!
      So, should your company have a Facebook page?
Social Media for B2B Companies - Updated, 2012
Corporate Blogs:
Indium Corp. Case Study
 75-year electronics assembler in Clinton,
  NY
 Began with one corporate blog in 2005
 Now has 10 blogs on their site written by
  15 staff members
 ROI includes more engaged customers,
  increased leads, reduced costs
Social Media for B2B Companies - Updated, 2012
Since publication, this blog has
had over 1,200 views.
Social Media for B2B Companies - Updated, 2012
Some Social Media Do’s and
Don’ts
   Listen - don’t pitch
   Entertain – make people laugh
   Educate - Share helpful information
   Listen some more
   Ask questions - solicit feedback/market research
   Link people to your company blog/website for special
    offers or more information

    Above all, be a transparent and trustworthy
                community member
Thomas Industrial Network:
Managed Social Media Campaigns
ThomasNet.com will partner with you to position your
business as a thought-leader in your industry on key social
media channels, optimize your search engine exposure,
increase your site traffic and protect your corporate brand:
- Account set-up, monthly interviews, content creation and up to 2
weekly posts per site on Facebook, Google+, Twitter and LinkedIn
social media networks
- Set-up of Blog service with one monthly post
- Set-up of YouTube account with provided video
For more information, contact:
Sarah Sturtevant
President
Integrated Website Solutions Inc.
Phone: (519) 342-8551

Twitter: @sarahsturtevant
Google + : www.gplus.to/sarahsturtevant
Facebook: www.facebook.com/IntegratedWebsiteSolutions
LinkedIn: http://www.linkedin.com/in/industryonline
Email: thomasnet@sympatico.ca

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Social Media for B2B Companies - Updated, 2012

  • 1. Social Media for B2B Companies Should you be tweeting, blogging and podcasting to Sarah Sturtevant President, reach more customers? Integrated Website Solutions Inc.
  • 2. Agenda The socially connected industrial company Social Media: What, Why & How? Latest Stats, Facts & Figures on Social Media for B2B Companies & Industries Social Media Tools
  • 3. Outbound “Push Marketing” is Inefficient Traditional “Push Marketing”: You are in control of the message you push out along with how or when it is received by prospects. But those prospects may not NEED what you sell at that moment. Some “Pushy” Tactics:  direct mail  print catalogues  cold calling  trade shows  print magazine ads  static brochure-ware sites
  • 4. It’s 2012 – times have changed! Digital “Pull Marketing”: Your customers are in control. They search for your products or services online at that exact moment they HAVE a need. If they find your site, they decide how and when to act. Some “Pull” Tactics:  search engine optimization  detailed online catalogues  interactive websites  social media networks Pull marketing is also know as “inbound marketing”
  • 5. Where are your customers?  97 % of industrial buyers use the internet to research buying decisions Are you spending the majority of your marketing dollars online – where you can brand more effectively when buyers have a need? Source, ThomasNet Industrial Marketer
  • 6. Social Media 101 “The social media train has already left the station. Are you on it?”  Web 1.0: company-centric, one-directional communication from a website to its audience. It shouts: “Buy our stuff … we’re the best!”  Social Media Communication: customer-centric, interactive information sharing, collaboration and community-building online. It asks: “How can we serve you better? We want to get to know you.” Social Media Sites Influence Customers & Help Drive Customer Retention Flickr Photo: ragtops2000
  • 7. “End users who previously couldn’t vote for content via links from web pages are now able to vote for content via their clicks, bookmarks, tags and ratings. These are very strong signals to search engines, and best of all, they don’t rely on the elitism of one website owner linking to another or the often mediocre crawl of a dumb bot.” -- Mike Grehan, “New Signals to Search Engines”
  • 8. Today, social media sites allow ordinary people to go beyond simply consuming information; they can now produce and publish it on multiple channels. They can also share brand recommendations with their social media followers using “like” buttons or by re-tweeting (sharing) a brand’s post.
  • 10. … but ignoring social media networks doesn’t prevent your customers from talking about your company on these sites.
  • 11. So doesn’t it make sense to find out what social sites your customers use, listen to them and then join the conversations so you can influence them?
  • 12. Reasons Why B2B Companies Don’t Participate in Social Media  “it’s a passing fad”  “only kids are on these social sites”  “we don’t have time”  “we’re not sure how to get started”  “if we do get started, we don’t know how to maintain our social sites”  “it might be a time-waster with no ROI”
  • 13. How do growing companies market? 1950 - 2000 2000 - 2050 Source: Hubspot @rickburnes
  • 14. Other companies have successfully used social media to:  drive more traffic to their company websites  acquire new customers  build customer loyalty and retention  gain valuable market research for innovation  develop a community of virtual “brand advocates”  increase search engine exposure from multiple social sites  maximize the positive public relations “buzz” for their brands -- one conversation at a time
  • 15. Why Is Social Media Vital to Industrial B2B Companies?  Social Media networked customers are connected and have great influence. “Connected consumers are only growing in size, magnitude and influence. Ignoring them is a step towards digital Darwinism.” -- Brian Solis
  • 16. Social Media & Business  65% of the world’s top companies have a an active Twitter profile  90% of marketers use social channels for business  43% of marketers have noticed an improvement in sales due to social media participation  91% of experienced social marketers see improved website traffic due to social media campaigns and 79% are generating more quality leads  LinkedIn is 4X better for B2B lead generation than Facebook and Twitter  Only 10% of marketers are actively monitoring social media ROI Source: 99 New Social Media Stats for 2012, @carapring
  • 17. Social Media & Small Business  53% of small businesses are using social media  88% believe exposure is the biggest benefit  19% use Facebook, 15% LinkedIn and 4% Twitter  12% think it’s a must, 24% do it when they have the time and 14% say they don’t know enough about it Source: 99 New Social Media Stats for 2012, @carapring
  • 18. Social Media & Industrial B2B  More than 63% of industrial buyers use social media at least once a week to research and source suppliers  7 out of 10 of small and mid-size suppliers (68%) are already engaging with prospects through social media  68% of industrial buyers want to read about new product or service innovations  To reach new customers, overseas and at home, nearly 9 out of 10 product and custom manufacturers (86%) are investing in online marketing this year and more than half are increasing these investments  56% of industrial buyers recommend that suppliers who are interested in doing business with them establish a social media presence Source: Thomas Industrial Purchasing Barometer @ThomasNet
  • 19. Don’t Jump in Without a Plan Before you engage in social media, you need to figure out a strategy which has benchmarks and measurable objectives.
  • 20. Social Media Sites Are Just Tools … Not Silver Bullets Once you define your objectives, some tools will be more appropriate than others
  • 21. Here are a few social media sites worth checking out…
  • 22. Being Social Online: It’s not just a fad for kids anymore  2/3 of US online adults use social networking sites  Percent of internet users by age using social sites: 92 % of young adults aged between 18-29, 73% of 30 - 49 year olds, 57% of those aged 50 – 64  Since 2009, social media use by 50- 64 year has doubled Source: Aaron Smith, Pew Research Centers Internet & American Life Project, 2012
  • 23. Google +  Since its launch in June 2011, Google + crossed the 90 million users mark by January 2012 – its rival Facebook took 4 years to reach this point. By September 2012, it attracted 200 million active users worldwide.  Google + content is featured on Google’s new search results page called “Search Plus Your World” introduced in January 2012.  Google features social data from Google + and Twitter updates. It excludes Facebook due to privacy issues and its inability to deeply crawl this social site.  Search Plus Your World includes personal content from those in your social circles which can be turned off
  • 25. LinkedIn  A network linking over 150 million professionals world- wide - LinkedIn counts executives from all Fortune 500 companies as members - More than 2 million companies have LinkedIn Company Pages - LinkedIn members are sharing insights and knowledge in more than 1 million LinkedIn Groups
  • 28. Some LinkedIn Tips  Personal branding pages should highlight professional achievements  Include references and work-related content you publish (i.e. blogs, presentations etc.)  Company branding pages should include a logo, pictures, videos and a link to your company website.
  • 29. Twitter  A micro-blogging site that is not just for announcing to the world what you had for lunch!  Definition: A “Tweet” is a post on Twitter of 140 characters or less  Goal: Don’t just collect followers, engage them by creating valuable, share-worthy content!
  • 30. “Tweets from the Chiefs”: Some CEO’s on Twitter Rob Howard, Telligent CEO Twitter helps Telligent with customer feedback (positive and negative), keeping a pulse on the industry, and it's a great way to get some buzz going quickly. Source: BusinessWeek
  • 31. Jeff Booth, BuildDirect President and CEO “Twitter helps me start relationships. Many of those relationships that would have never started without Twitter have already become meaningful for our business. I have found that the best way to create relationships is to give to others. This is the same for Twitter. I try to engage with users rather than to sell to them. I try to add value.” Source: BusinessWeek
  • 34. Facebook Company Page  As of 2012 Facebook has over 900 million active users  The 35 + demographic represents more than 30% of the entire user base  There are 206.2 million internet users in the US. That means 71.2% of the US web audience is on Facebook  70% of the Facebook user base resides outside the US  Facebook has become one of the most trusted companies in America, and people spend three times more time there than on Google! So, should your company have a Facebook page?
  • 36. Corporate Blogs: Indium Corp. Case Study  75-year electronics assembler in Clinton, NY  Began with one corporate blog in 2005  Now has 10 blogs on their site written by 15 staff members  ROI includes more engaged customers, increased leads, reduced costs
  • 38. Since publication, this blog has had over 1,200 views.
  • 40. Some Social Media Do’s and Don’ts  Listen - don’t pitch  Entertain – make people laugh  Educate - Share helpful information  Listen some more  Ask questions - solicit feedback/market research  Link people to your company blog/website for special offers or more information Above all, be a transparent and trustworthy community member
  • 41. Thomas Industrial Network: Managed Social Media Campaigns ThomasNet.com will partner with you to position your business as a thought-leader in your industry on key social media channels, optimize your search engine exposure, increase your site traffic and protect your corporate brand: - Account set-up, monthly interviews, content creation and up to 2 weekly posts per site on Facebook, Google+, Twitter and LinkedIn social media networks - Set-up of Blog service with one monthly post - Set-up of YouTube account with provided video
  • 42. For more information, contact: Sarah Sturtevant President Integrated Website Solutions Inc. Phone: (519) 342-8551 Twitter: @sarahsturtevant Google + : www.gplus.to/sarahsturtevant Facebook: www.facebook.com/IntegratedWebsiteSolutions LinkedIn: http://www.linkedin.com/in/industryonline Email: thomasnet@sympatico.ca

Hinweis der Redaktion

  1. In August of this year more people watched videos on YouTube than did Google searches. There were 10 billion YouTube videos watched versus 9 billion Google searches conducted. According to Forbes, ¼ of senior executives now prefer watching video content as opposed to reading text. Google is also working on ways to index optimized video content on its search engine. Video represents a huge opportunity for companies – especially if they are created with high production values and are shared virally.