social marketing to the business customer: it's time to get serious about b2b"
DESCRIPTION
With spending projected to grow at 21% a year through 2013, business-to-business social media communications is the place to be. In this session, you'll learn how to model winning B2B social campaigns, convince skeptics of social marketing's value, map out a well-defined business strategy, choose metrics that matter, optimize your visibility to search engines and take advantage of the latest social search category.This presentation by Paul Gillin and Eric Schwartzman, co-authors of Social Marketing to the Business Customer, was presented to the PRSA Digital Impact conference in New York on May 5, 2011.TRANSCRIPT
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Social Marketing to the Business Customer
Getting Serious About B2BCinco de Mayo
Paul GillinEric Schwartzman
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Lead Gen Excellence
73 blogs
17 bloggers
600% jump in leads
Top quality
“Get engineers talking to engineers and get everyone else out of the middle.”Rick Short, Marcom Director
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• Value-drive decision-making• Group consensus• “Bet the business”• Long-term relationships• Audience is knowledgeable, engaged, serious• Intense need for information
How is B2B Different?
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Investing in Digital
Other
Virtual events
Sponsorship
Banners
Webcasts
Video
Search
Social media
Website
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Change In B2B Online Marketing Spending in 2011
Increase No change DecreaseSource: EMarketer
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Blogs Work Best in B2B
2011 State of Inbound Marketing Study
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OUTBOUND
Bottom-up lead gen
Enhanced lead qualification
Multiple points of engagement
New World Prospecting
INBOUND
SEO
Blogs
Content Premiums
Word of Mouth
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Selling Social Media: Defining Strategy
• Get at ROI of social media
• Implement social media policy & training
• Satisfy audit trails• Channel social media through PR
Strict Management
Oversight
Regulatory Oversight
Embraces Change
Exploratory and Curious
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Shock & Awe
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Lower Cost per Lead
2011 State of Inbound Marketing Study
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Selling Social Media: Offline vs. Online Tactics
Public Gatherings
Media Buys
Blogs
Broadcast
Social Networks
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Selling Social Media: Productivity Gains
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Quotes from the Thought Leaders
"Fully networked enterprises are not only more likely to be market leaders or to be gaining market share but also use management practices that lead to margins higher than those of companies using the Web in more limited ways .”
McKinsey survey of 3,249 executives
“Companies that are highly effective at communications had 47% higher total returns to shareholders over the last five years compared with the firms that are the least effective communicators.”
A survey by Towers Watson of 328 large employers
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Collect Real World Evidence
Blogs
Social Networks
Forums
Apps
Search
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Search: Are You Ranking?
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Social Networks: Are Buyers Asking Questions?
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Social Networks: Are Your Employees Online?
• Look for early adopters on Linkedin• Evaluate their sophistication by checking group memberships and
recommendations• Search Google for influencers at your company using Twitter
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Social Networks: Are Your Trade Media Online
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Social Networks: Position Social Media as an Extension
Listorious shows over 200 USA Today reporters, 243 New York Times reporters and more than 100 Wall Street Journal reporters on Twitter.
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Selling Social Media: Show Evidence of the Community
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Forums: Or Are They Conversing on Niche Nets?
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Demonstrate Authority
Today, you can take your message directly to your constituents without relying upon media intermediaries
And why would you not want to do that?
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Enhance Visibility
“I have an e-mail on my wall from a company that asked us to bid on a nine-figure next to a sign that asks ‘Is there any value in blogging?’”
Jim CahillEmerson Process Experts
Screenshot to come
(site currently down)
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B2B Social Media: Linkedin Signal
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B2B Social Media: Linkedin Signal
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B2B Social Networking Case Study: SAP
About the SAP Community Network
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What’s Next? Smart Phones and Tablets
The Untethered Executive | Forbes
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B2B Mobile Marketing
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Mobile is Local and Social
ontherecordpodcast.com/mobile
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Choosing Metrics that Matter
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Multi Channel Funnels
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Investing in Digital Literacy
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Thank You
Eric Schwartzman
Paul Gillin
DOWNLOAD THE DECKwww.B2BSocialMediaBook.com