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Social Marketing to B2B vs B2C: What's the Difference?

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Social Marketing to B2B vs B2C: What's the Difference?

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A quirky look at some differences between B2B and B2C Social Marketing, and opportunities to enhance touch-points along the Customer Decision Journey. Presented at Social Media Marketing in Feb/2012.

A quirky look at some differences between B2B and B2C Social Marketing, and opportunities to enhance touch-points along the Customer Decision Journey. Presented at Social Media Marketing in Feb/2012.

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Social Marketing to B2B vs B2C: What's the Difference?

  1. 1. Social Marketing to Business vs Consumers: What’s the difference? Ruth Bastedo Group Head, Director, Client Strategy and Innovation r uth.bastedo@socialmediagroup.com
  2. 2. What is the overlap between a B2B approach and B2C approach to social marketing ? Is it as simple as LinkedIn vs Facebook? What about influencer outreach ? Why is content marketing so hot? And what is “out of the park” going to look like in the near future?
  3. 3. B2B vs B2C Circa 2012 What does this shoe symbolize to you- fashion or power? Check out shoe on Bluefly
  4. 4. Is it fish or fowl? “Many firms you'd typically think of as B2C actually have B2B efforts in place as well… running in parallel, using many of the same tools and capabilities they have in place for their B2C efforts.” Paul’s Post
  5. 5. B2B Marketing B2C Marketing Tend to be smaller, more Tend to be larger target specialized target markets markets Complex solution- more More product oriented, less “consultative” selling “consultative” Generally smaller above the Larger “above the line” line advertising/marketing advertising budgets= more budgets= well known brands Less well known brands Longer sales cycle Shorter sales cycle Can be very relationship Relationship tends to be with oriented- longstanding sales the product- not sales person! relationships Less personal, more “value Very personal, ties into driven” personal ideas of status, self image, peer group etc.
  6. 6. B2B vs B2C What is the same? Both B2B and B2C customers go through a tough decision journey
  7. 7. This might look like this… Harvard Business Review, Spotlight on Social Media and The New Rules of Branding: “Branding in a Digital Age” by David C. Edeleman
  8. 8. Both B2B and B2C Customers Consider/Buy Evaluate/Advocate Bond
  9. 9. The fact is, A Customer Is Always A Person
  10. 10. This is what is going to work best with a “Person”: To market to him or her, in accordance with his/her own worldview, tastes, interests, life stage, unique set of needs and life experiences.
  11. 11. Example This is a green stove that I “like”, among other things…
  12. 12. How would I use this information, if I were marketing a B2B product? Some B2B companies are starting to actively segment customers. Check out this women’s business event hosted by Dell- I attended last week…
  13. 13. There are more potential touch-points than ever before along the Customer Decision Journey. And ways to deliver an almost 1:1 marketing message, offer and customer experience.
  14. 14. So what does this mean to ALL social marketers?
  15. 15. Point 1 Emerging Reality: It’s going to be increasingly helpful to understand your Customer Decision Journey. And how it is expressed in the digital environment. A map will be a valuable tool.
  16. 16. quaero.csgi.com/writable/files/mapping_customer_journey.pdf http://experiencematters.wordpress.com/2009/03/03/legos-building-block-for-good experiences/
  17. 17. Point 2 Understand who your customers are as people: Invest in tools that will help you deeply understand your customer segments. http://microstrategy.com/Social-Intelligence/Enterprise/
  18. 18. Point 3 Focus on relevant touch-points: Where will they emerge? Facebook? LinkedIn? Google Plus? Twitter? Microblogs? Will the touch points be on paid channels? Blogs? Try to understand this.
  19. 19. Point 4 Develop a content marketing strategy: Base this on the right mix of touch-points, content types, formats and channels. And develop great content assets.
  20. 20. http://www.marketingprofs.com/charts/2011/4972/content-fuels-social-media- interaction#ixzz1ajFMDisA
  21. 21. Point 5 Make it a point this year to try and understand what Google is doing: Remember, if your customer can’t find it, it doesn’t exist.
  22. 22. “Google is insisting upon making its new social layer a pervasive, personaliz ed filter for the whole Google experience” Jon Mitchell, ReadWriteWeb.com http://www.readwriteweb.com/archives/google_adds_more_social_seo_with_1d_new s_articles.php
  23. 23. So what is “out of the park” going to look like for Social Marketers in the future?
  24. 24. It’s going to mean really, truly understanding the language and mindset of your audience.
  25. 25. It’s going to mean figuring out what this shoe means to each of the women in your target audience. Check out shoe on Bluefly
  26. 26. And using that knowledge to sell each of those women, your product. And have them feel good about it.
  27. 27. To me, the Power thing trumps the Fashion thing. Just for the record. But it is also just a great shoe.
  28. 28. Thank you! Social Marketing to Business vs Consumers: What’s the difference? Ruth Bastedo Group Head, Director, Client Strategy and Innovation r uth.bastedo@socialmediagroup.com

Hinweis der Redaktion

  • http://www.istockphoto.com/stock-photo-13315539-two-men-walking-along-sidewalk.php?st=35ca471http://www.istockphoto.com/stock-photo-13317038-family-at-bowling-alley.php?st=8fbf77d
  • Introduction
  • Example – Pinterest
  • Source: quaero.csgi.com/writable/files/mapping_customer_journey.pdfGreat example!This is an example of the output after a couple of steps; showing an approach to design a WOW experience for a flight to NYC. Here are some of the reasons that I really like this tool:It’s great to have a formal approach to describing/designing experiencesIt starts with the description of a specific customer (in the center)It recognizes the life cycle of experiences: before, during, and afterIt’s easy to use and simple to understandhttp://experiencematters.wordpress.com/2009/03/03/legos-building-block-for-good-experiences/
  • What experiences will resonate with your target audience? What will engage them and anchor them to your brand.Let’s look at an online wine tasting strategy we used for Sopexa Beaujolais… dead simple in concept- hugely successful in execution. Wine lovers love drinking wine, and are happy to do so in front of their computers, and talk about it with other who enjoy the same activity.The Discovering Beaujolais: Holiday Wines and Food Pairing tasting was a 90-minute online event organized and tracked through the #beaujolaishashtagRodolphe Boulanger guided the group through the tasting of the four selected wines providing insights on their provenance and flavor profilesThe event fostered an interesting discussion from the experts who shared their opinions on the selected wines and Beaujolais in general
  • Context of Shared Content, by IndustryAcross four key industries, most shared content is informational—consisting of general news, announcements, product information, and how-to exchanges.Even so, tech-related informational content is most likely to be shared (74%), as is commentary and opinion related to the financial sector (28%).Read more: http://www.marketingprofs.com/charts/2011/4972/content-fuels-social-media-interaction#ixzz1ajFMDisA
  • Through search, of course! If you can’t find it, it doesn’t exist…
  • Basically, Google is starting to personalize results based not just on what I’m typing in, but who I know and what they think is important, meaning that you, as a brand, will have to understand your market in a much more sophisticated way in order to maintain your relevance. I’d suggest that level of sophistication can only be based on large amounts of data – and the question I’ll ask you to think about is who would have that data? (GOOGLE)- Narrowing circles of increasing relevance, lead to increasing relevance… serendipity or discoveryhttp://www.readwriteweb.com/archives/google_adds_more_social_seo_with_1d_news_articles.php
  • So “What is “out of the park” going to look like for social marketers?Stuff that gets shared gets higher search rankings. That tends to be good stuff. Google will now be providing a wonderful feedback loop to help you understand what content is resonating and what content is not – in the form of enhanced search results – Search Plus Your World."Building an audience on Google+ may be the smartest thing you do as a content marketer when it comes to improved search rankings. You still need to understand the language of your audience and reflect it back in your content, but Google will now have direct indications that you’re putting out quality stuff.
  • So “What is “out of the park” going to look like for social marketers?
  • So “What is “out of the park” going to look like for social marketers?
  • So “What is “out of the park” going to look like for social marketers?

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