b2b social media and professional services
DESCRIPTION
A presentation on B2B Social Media and its application towards professional service organizations. This analysis was conducted by the Strategic Marketing Counsel Inc. 2011TRANSCRIPT
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B2B Social MediaPresented by: ANDREW CHANG
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What is it?
Listening & Engagement Tool Information Source Strategic Positioning Tool Marketing & Sales Tool
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Situation
60% of B2B organizations have little involvement ¹
42% of B2B marketers advertise on social networking sites ²
More & more professional services companies using it for information and prospecting
Source: 1 - White Horse, 2 - eMarketer.com
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Perception
B2B Social Media Builds relationships Enables idea sharing Adds to knowledge of industry Increases awareness
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Tools Being Used
Social Media Platforms Twitter Blogs Facebook Linkedin Forums SMMS Social Media Management Systems
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Who’s Using it
Accounting firms Lawyers Financial services Consulting companies
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Why they are using it
Improved Audience Reach Instantaneous delivery/receipt of
info Ability to target prospects More traffic to company website Cultivate relationships through idea
sharing
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Measurement
Companies monitor the following: Followership Activity Engagement Lead results Sales
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Potential Costs
B2B Social Media Campaign Requirements Dedicated Community Manager SMMS (Social Media Management Systems)
software Advertising on Social Networking
Sites Pay Per Click – Can range from $3.12 to
$3.25 Minimum $3.00/click or per 100
impressions
Source: Ecommerce-Marketing.com
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Why it would work
Each benefit of social media is a perfect fit for the sales process
Rapport and Trust Informing Listening Probing Following-up
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Does it work?
Case Study CME Group – Futures and Options
Exchange Attained 750,000 + following on Twitter
= massive lead generated list Trusted referral source
Source: BtoB Online
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Does it work?
Case Study Resources Global Professionals
Increased number of speaking engagements and seminars
Improved sales opportunities
Source: Resources Global Professionals
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Does it work?
Case Study Deloitte Consulting, Mckinsey and
RSM McGladrey Increased web traffic + better SEO
results Built stronger relationships through
Digg and Forums Established trust and reputation
Source: Integrated Accounting Software, B2B Voices
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Advantages
Measurable Low cost - in relation to other
marketing Customize sales strategy Create your own database of leads
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Challenges
Need of continual upkeep and maintenance (Potential costs involved)
Ensuring quality of message and content
Clarifying goals and objectives
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The Future of B2B Social Media
Universal adoption to build leads and maintain relationships
Sales departments will be devoted to social media as a prospecting tool
Chiefly relied upon to generate mass referrals
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Have Questions?
Is it cost effective? If it’s so good, why is the ad dollar
share so low? Do you need a plan of action?
Will your focus be PR based, Advertising or both?
Do you need a controllable budget?
We can help!
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Thank You
… helping you make the right moves
www.strategicmarketingcounsel.com