B2B Social Media Made Easy
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This document discusses how B2B marketing budgets have traditionally focused on short-term lead generation like trade shows, but that social media provides opportunities for more effective long-term engagement. It notes that while social media was once seen as only for consumer brands, the majority of B2B marketers now use platforms like LinkedIn, Twitter, and Facebook to distribute content. Word-of-mouth and social media influence B2B purchase decisions more than salespeople, and buyers conduct significant online research before contacting vendors. The document advocates developing content strategies for social media that include creating shareable content, integrating lead capture, appointing social media champions, targeting influencers, and reallocating funds from short-term activities to social and
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B2B Social Media Made Easy
- 3. B2B BUDGETS HAVE TRADITIONALLY BEEN FOCUSED ON short term lead gen.
- 4. 40% 油 OF B2B MARKETERS BUDGETS IN 2011 WERE SPENT ON TRADE SHOWS.
- 5. What this means: NARROW AUDIENCE, NOT SCALABLE 1 LIMITED INFLUENCE IN THE ACTUAL 2 (NOT PERCEIVED) DECSION MAKING PROCESS NO LONG TERM ENGAGEMENT 3
- 7. Social 油is 油for 油consumer 油brands 油-足 油 WRONG 油
- 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 油your 油sales 油people 油have 油the 油most 油 in鍖uence 油on 油your 油customers? 油
- 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 油is 油social 油
- 12. Your audiences are social 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. And if theyre not, their influencers are CEO INFLUENCER INFLUENCER INFLUENCER SOCIAL
- 14. 87% OF B2B BUYERS ARE ACTIVELY USING SUPPLIER-PRODUCED CONTENT & SOCIAL MEDIA IN ORDER TO SPEED UP THEIR PURCHASING DECISIONS. Lead Creation, Australias Social Media Presence 2012
- 15. 93% OF BUSINESS BUYERS BELIEVE ALL COMPANIES SHOULD HAVE A SOCIAL MEDIA PRESENCE. THE INTERNET IS THE C-SUITES TOP INFORMATION RESOURCE (74% OF C-LEVEL EXECUTIVES SAY ITS VERY VALUABLE)
- 16. 53% OF C-LEVEL EXECUTIVES SAID THEY PREFER TO LOCATE INFORMATION THEMSELVES
- 17. MOST DECISIONS ARE MADE Before a customer even Contacts you (OR COMES TO YOUR TRADE SHOW)
- 18. 78% START THE BUYING PROCESS ON THE WEB Lead Creation, Australias Social Media Presence 2012
- 19. 50% TURN TO PEER REVIEWS AND SOCIAL MEDIA (74% OF C-LEVEL EXECUTIVES SAY ITS VERY VALUABLE)
- 20. 51% DONT CONTACT A SOLUTION PROVIDER UNTIL AFTER ESTABLISHING A LIST OF PREFERRED VENDORS VIA ONLINE RESEARCH
- 21. CROWDSOURCING: GROWING ROLE OF SOCIAL
- 22. 54% FOLLOWED GROUP DISCUSSIONS TO LEARN ABOUT A TOPIC http://www.slideshare.net/G3Com/2012-b2b-buyer-behavior-survey-report
- 23. 24% CONNECTED WITH THOUGHT LEADERS THROUGH SOCIAL NETWORKS
- 24. 22% POSTED QUESTIONS ON SOCIAL NETWORKING WEBSITES
- 25. SOCIAL CAN INFLUENCE THE DECISION MAKING PROCESS
- 26. SOCIAL WORKS BECAUSE RELATIONSHIPS Social 油works 油because 油relaBonships 油are 油 ARE BETWEEN PEOPLE between 油people, 油not 油businesses 油 油 Not businesses 油
- 27. PERSON B2B P2p TO PERSON 油
- 31. THE MEDIUM ISNT THE MESSAGE THE MESSAGE IS THE CONTENT
- 32. content explosion THE content 油explosion 油is 油upon 油us 油 The 油 IS UPON US
- 33. What will make your Content stand out? 1 PERSONALITY 2 USEFULNESS 3 RELEVANCE 4 FORMAT
- 34. Plan, plan, plan DEVELOP EDITORIAL CALENDARS THAT ALIGN WITH YOUR OTHER MARKETING ACTIVITY
- 35. 2 make it shareable
- 36. CONTENT IS NO GOOD IN A VACUUM GIVE YOUR AUDIENCES THE ABILITY TO SHARE WITH THEIR NETWORKS 油
- 37. 3 LEAD GEN CAPTURE POINTS INTEGRATE
- 38. Give and take. WE GIVE YOU AMAZING CONTENT. YOU GIVE US YOUR EMAIL ADDRESS, FOLLOW US OR LIKE US
- 39. 4 STAFF ACCOUNTABLE MAKE YOUR
- 40. STOP GIVING RESPONSIBILITY FOR SOCIAL TO THE PA AND ADMIN TEAM. IDENTIFY SOCIAL CHAMPIONS GIVE THEM CONTROL, HELP THEM SPREAD THEIR ENTHUSIASM.
- 41. 5 LEADERSHIP SENIOR
- 42. PEOPLE LISTEN TO AUTHORITY. CEOS WANT TO SPEAK TO CEOS. PEOPLE WANT LEADERSHIP (EVEN IN SOCIAL) IDENTIFY SENIOR SOCIAL CHAMPIONS. PROMOTE THEM.
- 43. 6 BUDGET REASSIGN THE
- 44. INCREASE SPEND ON SOCIAL AND CONTENT DECREASE SPEND ON SHORT TERM LEAD GEN ACTIVITIES
- 45. 7 INFLUENCERS INFLUENCE THE
- 46. SENIOR EXECS DONT HAVE TIME FOR SOCIAL, BUT THEIR STAFF DO. TARGET THEM WITH CONTENT THEY CAN TAKE TO THE CEO. 油
- 47. 8 STRATEGY CHANNEL
- 48. WHERE DO YOUR AUDIENCES LIVE? THINK CONTEXT WHAT CONTENT IS APPROPRIATE FOR WHICH CHANNEL? YOUR WEBSITE (AND MOBILE SITE) IS STILL VITALLY IMPORTANT.
- 49. PROOF OF THE PUDDING 油 3 EXAMPLES
- 50. Maresk line
- 51. AMERICAN EXPRESS OPEN FORUM
- 52. UPS - Logisitics
- 54. IMAGE CREDITS 油 hEp://www.鍖ickr.com/photos/thinkgeoenergy/ hEp://www.sxc.hu/photo/1095072 油 4554022774/ 油 hEp://www.鍖ickr.com/photos/mayoi/2725187070/ 油 hEp://www.鍖ickr.com/photos/seeminglee/3969199420/ 油 hEp://www.鍖ickr.com/photos/booleansplit/8482641188/ 油 hEp://www.鍖ickr.com/photos/jdhancock/6023780563/ 油 hEp://www.鍖ickr.com/photos/ hEp://www.鍖ickr.com/photos/ajourneyroundmyskull/ 42931449@N07/6812481635/ 油 5641424634/ 油 hEp://www.鍖ickr.com/photos/ben_grey/4582294721/ 油 hEp://www.鍖ickr.com/photos/benhosking/5076568979/ 油 hEp://www.鍖ickr.com/photos/evanblaser/5489246278/ 油 hEp://www.鍖ickr.com/photos/darwinbell/313220327/ 油 hEp://www.鍖ickr.com/photos/seier/2348583304/ 油 hEp://www.鍖ickr.com/photos/鍖atworldsedge/ hEp://www.sxc.hu/photo/314542 油 5204343926/ 油 hEp://www.鍖ickr.com/photos/foxypar4/913591946/ 油 hEp://www.鍖ickr.com/photos/x-足ray_delta_one/ hEp://www.鍖ickr.com/photos/proimos/4045973322/ 油 4042346885/ 油 hEp://www.鍖ickr.com/photos/peasap/935756569/ 油 hEp://www.鍖ickr.com/photos/lyza/49545547/ 油 hEp://www.鍖ickr.com/photos/ hEp://www.鍖ickr.com/photos/dyrkwyst/5319624060/ 油 68751915@N05/6736170827/ 油 hEp://www.sxc.hu/photo/1206728 油 hEp://www.sxc.hu/photo/432895 油 hEp://www.sxc.hu/photo/1215912 油 hEp://www.sxc.hu/photo/546229 油 hEp://www.鍖ickr.com/photos/zigazou76/4482734462/ hEp://www.鍖ickr.com/photos/nostri-足imago/3137422976/ 油 sizes/o/in/photostream/ 油 hEp://www.鍖ickr.com/photos/tanaka_juuyoh 油 hEp://www.sxc.hu/photo/1070609 油 6820481598/ 油 hEp://www.鍖ickr.com/photos/veryveryquiet/4231240019/ 油 hEp://www.鍖ickr.com/photos/walkingsf/6159680639/ 油 hEp://www.鍖ickr.com/photos/waltstoneburner/ hEp://www.鍖ickr.com/photos/jdhancock/3574716051/ 油 7946581522/ 油 hEp://www.鍖ickr.com/photos/gozalewis/3351035736/ 油 hEp://www.鍖ickr.com/photos/waltstoneburner/ 7946581522/ 油