andrew kent, green hat - 'b2b social media

“Social Media is like teen sex. Everybody wants to do it. Nobody knows how. When it’s finally done it’s a surprise it’s not better.”

iSTRATEGY 2011 - Amsterdam

Some research insights

Presented by Andrew Kent www.green-hat.com.au

The following findings are from:• B2B Marketing Outlook Australia 2011– Conducted by Green Hat– Supported by:

• ADMA• Australian Marketing Institute• B2B Marketing (UK)

• Available from www.green-hat.com.au

Some context – the B2B marketing budget

Presented by Andrew Kent www.green-hat.com.au

Public Relations

Other

Advertising and sponsorship (excl. online)

Lead Nurture & Lead Management

Digital marketing (incl. website, advertising, SEO, social media)

Traditional demand generation (e.g. in-person event, telemarketing, DM)

6.61%

7.31%

14.19%

17.04%

22.56%

32.28%

6.31%

7.79%

15.69%

16.69%

20.83%

32.69%

Marketing budget from 2010 to 20112010 2011

What are B2B marketers actually doing?

Viral marketing

Mobile marketing

Online/banner advertising

Search Engine Marketing (SEM) – paid search

E-surveys

Webinars

Online communities, portals and forums (building your own)

Social Media Marketing (including paid ad placement)

Search Engine Optimisation (SEO)

Email campaigns

Online video

Nurture marketing including e-newsletters

Website and microsites

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Use of digital marketing tactics in 2011

Will Start More than 2010 Same as 2010 Less than 2010 Will Stop N/A

Presented by Andrew Kent www.green-hat.com.au

B2B social media is different to B2C

Presented by Andrew Kent www.green-hat.com.au

In social media few are doing the talking

Inactive

Other

Monitor/consumer of content but generally do not become a member

Commentator/participator in discussions but generally do not create

Joiner/member of groups but generally do not participate

Creator/publisher of blogs and online content

0% 5% 10% 15% 20% 25% 30% 35%

23%

3%

11%

17%

17%

29%

Presented by Andrew Kent www.green-hat.com.au

The little guy is doing the learning

Presented by Andrew Kent www.green-hat.com.au

The smaller the company the bigger the share of the budget that digital marketing receives.

$1 to 50M turnover - 21% of budget to digital$50 to 500m turnover – 15% of budget to digital $500m+ turnover – 13% of budget to digital

In social media, 32% of companies with turnover over $500m have no social media activity, compared to 15% for companies with a turnover under $500m.

Why is this so?

Presented by Andrew Kent www.green-hat.com.au

Some Possible Explanations

Presented by Andrew Kent www.green-hat.com.au

1. Things take longer to get started in big companies2. Big companies cannot afford to make mistakes3. Big companies have legal departments4. It is harder for big companies to decide on a voice/approach5. No point starting until the back-end processes are in place

• Lead nurturing/lead management• Marketing automation

6. Need proof that it works7. “I won’t get fired for not doing it – I might get fired if I stuff it up”8. It looks like a lot of work

Why social media is worth doing

Presented by Andrew Kent www.green-hat.com.au

1. It has a role to play in your marketing• Stranger > Known > Liked > Trusted

2. Google is listening3. It provides direct access to your key stakeholders4. Can you afford not to?

• Commonwealth Bank ATM • NAB payment transfer issues

5. It is part our community now and is only going to get bigger6. It is easier than you think

More info on B2B Marketing

Presented by Andrew Kent www.green-hat.com.au

• Website: www.green-hat.com.au/resources

• Email: andrewk@green-hat.com.au

• LinkedIn: http://www.linkedin.com/pub/andrew-kent/0/55b/303

• Twitter: @greenhatmktg