the value of social media in b2b

The Value of Social Media in B2B

2

• B2B companies that blog generate 67% more leads/month than those who don’t.1

• 41% of B2B companies are acquiring customers through Facebook.2

• Social media helps B2B marketers improve search results.3

1 Hubspot, State of Inbound Marketing Lead Generation Report, 20102 Hubspot, State of Inbound Marketing Report, 20113 BtoB Magazine, July 2010

A Compelling Case for B2B Social Media

3

Cisco Shaves $100,000+ Off Product Launch

4

SAP Engages Community, Supports Sales

5

Avaya Makes $250,000 Sale Via Twitter

Your Mileage May Vary…

Is Social Media Really Different in B2B?

8

Yes...and No.

“B2B relationships are fundamentally not about companies but about people.”

— Karen Quintos, Sr. VP and CMO, Dell Inc.

9

Business People Are Still People.

86% of business technology buyers use social media during work.

Source: Forrester 2011 B2B Social Technographics Report

10

And They Don’t Just Sit on the Sidelines.

32% of business technology decision makers are content creators.

Source: Forrester 2011 B2B Social Technographics Report

11

• Longer, more complex buying cycle The average sales cycle has increased 22% over

the past 5 years due to more decision makers involved in the buying process.1

• Multiple stakeholders The higher the price tag, the more people are

involved in the purchase decision.

• Relationships are critical Professional reputations are at stake; buyers

need to trust you.1 SiriusDecisions

Key Differences in B2B

12

• Identify the best networks for your business1

Where Should You Be?

13

LinkedIn Facebook Twitter YouTube0%

10%

20%

30%

40%

50%

60%

70%

80%

ProfessionalPersonal

Which Social Networks Do IT Buyers Use?

Source: 2010 and Fall 2011 Social Media At Work Studies, UBM TechWeb

14

How IT buyers Use Social Networking Sites

To learn about new products, services

To seek advice from peers about technology purchases

To learn about new companies/brands

59%

47%

42%

Source: 2010 and Fall 2011 Social Media At Work Studies, UBM TechWeb

15

But buyers and marketers aren’t always on the same page…

16

49%

30%

28%

16%

9%5%

ForumsCommunitiesBlogsLinkedInFacebookTwitter

Top Social Networks for B2B Buyers

Source: Forrester 2011 B2B Social Technographics Report

17

26%

20%

19%

14%

13%

7%

LinkedInFacebookBlogsCommunitiesTwitterYouTube

Top Networks for B2B Marketers

Source: Emerging Trends in B-to-B Social Media Marketing, Insights from the Field, BtoB Magazine

18

• Find your tribe…and go where they go.2

Who Are Your Influencers?

19

Identify and Engage Influencers

• LinkedIn Profiles & Groups• Twitter Search, Kurrently• Listorious, Formulists • Twitter Grader, Klout, Peer Index, TweetReach• TweetStats• Monitoring Tools

20

B2B Social Media List

21

Spiral16 Network Mapping Tool

22

• Converting followers to leads to customers 3

How Do You Capture and Nurture Leads?

23

Yesterday’s Funnel

Source: Forrester Research, Inc.

24

Today’s Reality

Source: Forrester Research, Inc.

5%

50%

25

70% of the buyer’s journey is complete before they ever contact sales.

Source: SiriusDecisions

26

More than 90% of people will bail rather than fill out your registration form.

27

Answer LinkedIn Members’ Questions

Monitor the Twitter Stream…and Engage

29

Consider Social Sign-In Options

30

Consider Social Sign-In Options

Add Social Elements to Email and Websites

32

Add Social Profiles to Registration Forms

33

• Relevant content • Trusted relationships4

What Are the Secret Ingredients?

34

“No matter what business you are in, buyers are constantly seeking information…. They are not waiting for just the right campaign to come along and solve all their problems with an offer they can’t refuse.”

—Michael Brenner, Sr. Director, Global Integrated Marketing at SAP

35

36

Awareness: Sticky and Shareable

37

Awareness: Sticky and Shareable

38

Demand Gen: Relevant and Useful

39

Demand Gen: Relevant and Useful

40

Demand Gen: Relevant and Useful

41

Lead Nurture: Clear Pathways

42

Lead Nurture: Clear Pathways

43

• What does success look like?• Relevant metrics• Measuring the value5

What’s the ROI?

44

What’s the ROI of Social Media?

“What’s the ROI of giving all your salespeople a BlackBerry?”

— David Meerman Scott

45

What’s the ROI of Social Media?

“What’s the ROI of your [bad word] mother?”

— Gary Vaynerchuk

46

47

But seriously…

When your clients or boss ask about the ROI of social media, what are you going to say?

48

Awareness: Increase number of unique visitors by 50%

Lead generation: Increase webinar registrations by 40%

Sales: Increase channel sales by 30%

Customer support: Reduce call center costs by 20%

Start with Strategy: Goals & Objectives

49

Metrics: Converting Followers to Customers

Exposure

Influence

Engagement

Action/Conversion

Retention

Lead Gen

AwarenessLoyalty FollowersTweets, RTs and @repliesLikes, +1s, shares, embedsSocial bookmarks

Page viewsReferring URLsInbound linksUnique visitors

Share of voiceSentimentInfluence

DownloadsRegistrationsSubscriptions

Sales $

Contract renewals Up-sellCross-sell

Customer supportCommunity

$

50

Thank You.