Social Media for B-to-B Commerce

Paul GillinAuthor, The New InfluencersSecrets of Social Media Marketing

Mainframe: Art of the SaleObjectives:

• Create awareness for new mainframe value proposition

• Increase mainframe awareness with college students

Results: • >250,000 views of first episode • Blog traffic increased 25x• Analyst, Press, Blogger coverage • Screened at Chief Sales Officer summit,

Price Waterhouse sales training and other venues

Source: Tim Washer, IBM

http://bit.ly/7hk9iO

"You gotta see this video….IBM is re-positioning the mainframe as a back-to-the-future alternative. The tone of Hoey's spoof training video is in keeping with the kinder, humbler image IBM now seeks to project.”

Chaos Theory

Small Is the New BigLess Marketing is More MarketingGain Control By Giving Up ControlPublication Is a Beginning, Not an End

The Media in Collapse

Decline in circulation of top 10 newspapers in 2008: 635,000

Average age of US daily newspaper reader: 57

Reduction in US newsroom staffs since 2001: 45%

Growth in NBC prime time audience, 2008: -14.3%

Age of average network evening news viewer: 63

2001 circ. 2009 circ. Change

Woman’s Day

1.61M 410,000 -74%

Redbook 556,300 154,600 -72%Playboy 522,800 203,200 -71%

Country Living

380,200 134,900 -64%

National Enquirer

1.65M 591,300 -64%

Reader’s Digest

750,000 270,000 -64%

ESPN Magazine

54,350 25,200 -63%

US Magazine Circulations

New Media FactsTeens watch 60% less TV than their parents. They spend 600% more time online (Arthur W. Page report)Twitter membership up 1,900% last year (Nielsen)

If Facebook was a country, it would be world’s fourth largest% of Americans under 33 on social networking sites: 67% over 55: 9Word-of-mouth marketing spending to hit $3B by 2013

One-third of Americans under 40 say the Daily Show

and Colbert Report are replacing traditional news

outlets.

The New Media Landscape

Marathon

schedule

http://bit.ly/waC

Mc

Shared bread pudding w/

@skydiver at Mother's. My

life is now complete.

How to Write a 1 Minute Video

Marketing Script

http://ow.ly/17xJE

I'm at Palm Beach International

Airport (PBI, West Palm Beach).

http://4sq.com/4GeLz0

Best press

photos of 2009

http://om.ly/fNhW

I can't find my good

black pants.

Comparing Top Chef Masters Restaurants

#topchef http://is.gd/8q

4hN

How To Get Well Prepared For The Website Creation. http://bit.ly/aTitV

C

InfluenceInversion

A Case Study: Motrin Moms

Influence Inversion

Courtesy Digitas

Customer at the Center

Experience Shapes Perception

Direct Marketing

Advertising

TV/Radio Coverage

Media Articles

Company Websites

Friends

Analysts

Experience With Company

0 10 20 30 40 50 60 70 80 90

Most Important Brand Influence Factors

IBM Market Research, 2008

The Keyword Economy

Transition from browse to searchThe click is both validation and actionInbound vs. outbound marketingSEO is critical to all marketing

Source: Elliance, Inc.

Credibility Through Validation

InfluencerRelations

Types of Influence

Source: Barbara French

New Influencers are…

• Passionate• Opinionated• Focused• Active• Sharing

Self-Appointed Celebrities

Assessing Influence

Tagsvoip, telecom, telephony, AndyAbramson, WiFi, FMC, Fixed Mobile, Convergence, CallVantage, Vonage, Skype, GizmoProject, SightSpeed, Video Conferencing, Web Conferencing, Mobivox, Truphone

Assessing Influence

Tools to Measure InfluenceBookmarking and RSS

Social Media Search

Professional networks

Influencer Relations

“Since 2002, this annual event has evolved into the cornerstone of SAP's influencer programs, now serving as a key event to validate SAP's transformational market strategy.”

In B2C market, influencer relations successes include:

Molson Beer Toro Lawnmowers Zarafina Tea PBS Parents magazine

Goal Turn customers into fans

Tactic Recruit 10 prominent bloggers for access, trials

Metrics Blog posts, videos, tweets, traffic

Results One video received 320,000 views6,200 downloads of Facebook appMany blog entriesProgram renewed for second year

Quote “12 months of relationship building, meetups and feedback gathering has changed the way we think, act and plan our communications and events.”

-Ken Kaplan, Intel

You Are The Media

Match Tool to Business Need

Blog Podcast

Video

Social Network

Private communit

y

Review engine

Virtual world

Build community ☻ ☻ ☻ ☻ ☻ ☻

Counter negativity ☻ ☻ ☻ ☻

Crisis management ☻ ☻ ☻ ☻ ☻ ☻

Customer conversation ☻ ☻ ☻ ☻

Expose employee talent ☻ ☻ ☻ ☻ ☻

Generate web traffic ☻ ☻ ☻

Humanize the company ☻ ☻ ☻ ☻ ☻

Market research ☻ ☻ ☻ ☻ ☻

Media relations ☻ ☻ ☻ ☻ ☻Generate new product ideas

☻ ☻ ☻ ☻ ☻

Product promotion ☻ ☻ ☻ ☻ ☻ ☻

Customer service ☻ ☻ ☻ ☻

Customer feedback ☻ ☻ ☻

Frand advocates ☻ ☻ ☻ ☻ ☻

Sales leads ☻ ☻ ☻ ☻ ☻ ☻

IT Pros Are Interactive

Inactives

Spectators

Joiners

Collectors

Critics

Creators

IT; 22%

IT; 70%

IT; 29%

IT; 32%

IT; 40%

IT; 29%

LOB; 24%

LOB; 68%

LOB; 27%

LOB; 24%

LOB; 31%

LOB; 24%

Social Technographics of IT Professionals

Source: Forrester Research

Match Tools to Buying Stage

Source: TechTarget

ROI

Orders

Upgrades

Coupon redemptions

Subscriptions

Leads

Types Of Financial Impact

Cost reductionInvestment

Cost avoidance

Upsells

Website Visitors

Click-throughs

Visitors to a brick & mortar store

Positive press

Positive WOM

Negative pressNegative WOM

Customer complaints

Employment applications

Retweets

FaceBook friendsBlog comments

Social mention

YouTube views

Twitter followers

Impressions

Delivered emails

Coupons distributed

Many Ways to Measure

Source: BrandBuilder

A Four-Step Process

Business Goal Measurement Tactics Tools

Increase Sales Generate Leads Improve

Awareness Create Thought

Leadership Launch Product Counter Negative

Perception Test Ideas Create Channels Reduce Support

Costs

Leads Media Mentions Speaking Opps Positive Sentiment Net Promoter

Score Customer

Satisfaction Share of Market Service Calls Time to Market Channel Sales

Contact More Prospects

Media Relations Educate

Customers Meet Prospective

Channel Partners Publicize

Reference Accts Move Customer

Service Online Form Trade

Association Advertise

Blog Hire PR Agency Join Trade Groups Video Podcasts Customer Self-

Service Site SEO TV Advertising Newsletter Hire Speaker

Bureau Facebook Fan

Page Online Customer

Community

Using Tools Without Strategy is Like Buying a Hammer and Looking for Nails

Goal Metrics Tactics Tools

Sample Engagement Metrics

% increase or decrease in unique visits In the past month, what % of sessions were >5 page views % of sessions >5 minutes in duration % of visitors that return for more than 5 sessions % of sessions that arrive at your site from a Google search/referral/link from your web site% of visitors that subscribe% of visitors that download content% of visitors that provide an email addressRatio of posts to comments

Source: KD Paine & Partners, Eric Peterson

For Example…

Business Goal Measurement Tactics Tools

Generate 30% More

Leads

Publish Six New White Papers

Initiate Monthly Webcasts

Sponsor Microsite on TechTarget

Build Targeted Twitter List (500)

Dedicated Monthly E-mail Blast

Promote To Trade Publications

List in Tech Directories

Hire Tech Freelancers

List Rentals Create CoTweet

Account Increase PR

Budget Hire E-mail

Marketing Firm Initiate Blogger

Relations Program

Goal Metrics Tactics Tools

Increase Webcast/White Paper Reg’s by 60%

Increase Traffic to WP Landing Pages 120%

Increase 800-Number Calls by 80%

Review and Revise

So Now the Fun Begins

Open Up

"Your goal should be to have as many people as possible be public voices of the company. Scary? If you answered yes, you don't have the right people."

Brian KalmaDirector of User Experience, Zappos

“It is the responsibility of corporate communications to support each employee’s

capability and desire to be an honest, knowledgeable ambassador to customers, friends, shareowners and public officials.”

--From The Authentic Enterprise: Relationships, Values And The Evolution Of Corporate Communications

Arthur W. Page Society, Dec., 2007

Case Study: Clickable Gurus

Goal Generate LeadsTactic Build awareness by sharing

domain knowledgeMetrics Unique visits; Online mentions;

Referrals; ConversionsResults 2,000% increase in site visitors

300% improvement in buzz index50% increase in customers400% increase in ad billings

Blog:Social Media’s

Swiss Army Knife

The Low-Risk Option

Cheap and easy to create and updateHave distinct personal voiceCan quickly build reciprocal trafficExcellent search engine performanceAbility to control discussionFast, low-cost alternative to press releases

Blogging for BusinessCEO

Blogging for BusinessEmployee

Blogging for BusinessGroup

Advise and Inform

Promote

Advocate

Blogging Success Factors

A clear, preferably narrow focusFrequent updatesMix of short, long, light, heavy contentAggressive links to other bloggersComments and trackbacksMixed mediaEducate and discoverPersonalityPrompt for comments

Have Some Fun!

OK Labs uses "social objects," or distinct icons, to create a memorable association. “It’s been a way for people to feel that they know the company before doing business with the company,” says Marti Konstant, VP of marketing

SocialNetworks

360° Of Value

Needs Definition

Product Architecture

Iterative Development

Field Testing

Viral Marketing

Peer Support

Social Network Essentials

About Me

About Others

Connections

Facebook Fans

Announcements

Mailing List

Repurpose media

Feedback/testing

Facebook Fan Pages

Great way to connect enthusiasts to each otherCan be about any topic99% are dead; they require care and feedingCan be restricted or openCan be visible or invisible to search enginesAdmins have permission to message members

LinkedIn for BusinessActive Groups…

…and a Distinctive Approach to Company

Profiles

Spiceworks Community

• 800,000 registered users• National user conference;

multiple regional conferences

• Points system rewards participation without payments

“What’s always amazed me is how much people are willing

to give back.”

Tabrez Syed, Director of Products, Spiceworks

Element14

Document and information exchange for electronics engineers

Anyone can become a designated “expert” by delivering value

More than 10,000 documents contributed and indexed in first six months

Microblogging

Many Uses for Twitter

Engage Popular People

1.7 million followers

1.2 million followers

1.1 million followers

980,000 followers

473,000 followers

Twitter Success Factors

Twitter can promote all your other SM activitiesShare broad range of informationMake it personalBe remarkableMix it upRespond and retweetCoordinate with others in your organizationRepeat important messagesLink!

Promoting Your Content

Social Media Press RoomElements May Include:

News ReleasesVideoPhotosAudioRSSCommentsEmbedsDownloads

New Publishing LifecycleBegins as a tweet

Becomes a blog entry

Feeds a podcast

Stokes a white paper

That gets tweeted!

Publish Everywhere

32 million members

300 million members44 million members

1 billion daily views

6 million daily visitors

50 million members10 million members

1 million daily visitors

1.5 million daily visitors

Secrets of Engagement

Be comfortableBe distinctiveBe briefBe kindBe honest

Be offbeatBe genuineBe shareableBe generousBe funny

Thank you!

Paul Gillin

508-656-0734

paul@gillin.com

www.gillin.com

Twitter: pgillin

Available on Amazon or at NewInfluencers.com

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Coming late 2010: Social Marketing to the Business Customer

By Paul Gillin & Eric Schwartzman