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Conventional wisdom says that social media isn’t appropriate for B-to-B marketing. Conventional wisdom is wrong. Across the corporate landscape, businesses ranging from banks to high-tech firms to plumbing supplies are successfully applying social media tools to connect with customers, channel partners, and suppliers. And as they grow more confident with the tools, they’re experimenting with sophisticated applications like social networks and customer co-creation. B-to-B social media marketing isn’t just about blogs any more. Learn what the innovators are doing. From NewComm Forum, April 22, 2010.
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B-to-B Social Media – Really!
Paul Gillin (@pgillin)Author, The New InfluencersSecrets of Social Media Marketing
Results Objectives:
Create awareness for new mainframe value proposition Increase mainframe awareness with college students
>250,000 views of first episode Blog traffic increased 25xAnalyst, Press, Blogger coverage Screened at Chief Sales Officer summit, Price Waterhouse sales training and other venues
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
How Is B2B Different?
Focus on ValueGroup DecisionsLonger Buying CyclesMany Moving PartsRelationships are KeyService & Support MatterChannel Complexity
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
Assessing Influence
Tagsvoip, telecom, telephony, AndyAbramson, WiFi, FMC, Fixed Mobile, Convergence, CallVantage, Vonage, Skype, GizmoProject, SightSpeed, Video Conferencing, Web Conferencing, Mobivox, Truphone
Assessing Influence
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
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
Blogging for BusinessCreate Thought Leadership
Blogging for BusinessShowcase Talent
Educate
Advocate
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
Communities: 360° of Value
Needs Definition
Product Architecture
Iterative Development
Field Testing
Viral Marketing
Peer Support
LinkedIn for BusinessActive Groups…
…and a Distinctive Approach to Company
Profiles
The New Face of Media
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
Spiceworks Community
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
Many Uses for Twitter
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
Typical Multi-Platform ScenarioCorporate website
Feed Aggregator
Partner website
Email Newsletter
Reuse and ExtendBegins as a tweet
Becomes a blog entry
Feeds a podcast
Stokes a white paper
That gets tweeted!
Improved applicant quality
Image of Sodexo as progressive young company
Recruitment costs substantially reduced
Principal Value
“The human touch is essential. People know there’s somebody behind the message and the photo.”
-Kerry Noone, Manager, Marketing Communications
Sodexo Recruiters• Most of the company‘s 60 recruiters user
Twitter and other social media to meet hiring demand.
• Focus is on building relationships and enthusiasm among prospective employees
• Traffic to careers site up 182% in last two years, job applications up 25%. Recruitment ad costs down $300K
10M quarterly impressions
100-fold amplification of blog/Web content
CEO developing side business as automotive social media consultant
Principal Value“My inbox is overflowing every day with people who want speakers, partnerships, training and certifications.”
-Jody DeVere, CEO
AskPatty’s Syndication Wizardry• Syndication partners include TwitterMoms,
BlogHer, Parenthood.com, SheKnows• Articles automatically posted to
bookmarking sites, multiple Facebook fan pages
• Spokesperson for Rain-X Division of Shell Oil, Mobil1 division of Exxon/Mobil
• Hired for 12-part video series on AutoNet TV
Thank you!
Paul Gillin
508-656-0734
paul@gillin.com
www.gillin.com
Twitter: pgillin
Available on Amazon or at NewInfluencers.com
Available on Amazon or at SSMMbook.com
Subscribe to my free weekly
newsletter at gillin.com
Coming late 2010: Social Marketing to the Business Customer
By Paul Gillin & Eric Schwartzman
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