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My slides for B2B Marketing Forum 2011 in Amsterdam.Description:Your company’s efforts in social media inevitably cost time, money, and resources. But how do you measure success? And how can you avoid that social media becomes nothing more than a cost center? Don’t worry: even though social media metrics tend to be, as Jim Sterne wrote, “a little fuzzy”, it is still possible to define clear, measurable objectives and KPIs that link directly to your business targets. Clo’s presentation concludes with proven tactics that add true value to the conversation – even if you’re in B2B.
Citation preview
The true ROI of social media
Clo Willaerts
Amsterdam, 15 March 2011
Business book
Versions:• “The Conversity
Model” / “Het Conversity Model”
• ePub, Kindle
Publishers:• Lannoo Campus (BE)
• Spectrum (NL)
OBSERVATION
CONVERSATION
CONVERSION
INNOVATION
OBSERVATION
CONVERSATION
CONVERSION
INNOVATION
Objectives
B2B online marketers focus on lead generation (38%), retention
(34%) and awareness (28%).
Source: http://www.emarketer.com/Article.aspx?R=1007546
Lead generation:Shipserv whitepapers
Lead generation:Slideshare
Branding & awareness
Social media mix
LinkedIn has been the most popular social media platform for B2B, thanks to its professional focus
Source: http://www.emarketer.com/Article.aspx?R=1008243
LinkedIn & B2B
B2B vs B2B
Social media mix: Cisco
Social media mix: Getronics & FITagency
OBSERVATION
CONVERSATION
CONVERSION
INNOVATION
B2B customer communities
B2B customer communities
Private B2B communities
Private B2B communities
Why so serious?
More from Kinaxis
More from Kinaxis
Conversation starters:AR experiments
Asia’s IT Service Provider Datacraft tried
augmented reality solutions for their marketing
Source: http://www.b2bento.com/2011/02/augmented-reality-in-b2b-marketing-%E2%80%93-a-case-study/
OBSERVATION
CONVERSATION
CONVERSION
INNOVATION
Pre-purchase evaluation:information
over 90% of B2B buyers are using social
media to research and execute purchases.
Source: http://www.b2bento.com/2010/01/social-media-for-b2b-marketing-free-whitepaper/
Pre-purchase evaluation:opinions
B2B buyers are heavily influenced by third-party feedback in their purchasing
decisions—both to identify solutions and to limit risk to their organizations.
Source: http://www.slideshare.net/ckEpiphany/b2-b-social-media-business-case-ck-0909
OBSERVATION
CONVERSATION
CONVERSION
INNOVATION
Social Media are changing the way we live our lives
and do business
“Being open should not be a mantra or philosophy, but a considered, rigorous approach to strategy and leadership that yields real results."
Innovation vs openness
Innovation vs IT
It means your staff are going to be coming up with solutions on their own. [...] The technology doesn’t come from the information technology
department; IT’s new job is to support and encourage employees."
Innovation vs customer care
“To succeed with empowered customers, you must empower your employees to
solve customer problems.”
Every employee is first line
“Companies are unable to scale to keep up with the social phenomenon. We know that customers are using these social technologies to share their voices, and companies are having a very difficult time to keep up. [...] Customers don’t care what department you’re in they just want their problem fixed.”
March 2010 Altimeter report
More here: http://www.slideshare.net/bnox/roi-of-social-media
Innovation vs recruiting
Innovation vs CRM
Innovation vs CRM
Innovation vs Sales
“Cold calling [...] will become less prominent. Rather than pick up the telephone and call someone we have never contacted, we will pick up the telephone and call someone with whom we have had an established relationship via Twitter or Linkedln.”
(“The New Handshake”, by Joan C. Curtis, Barbara Giamanco 2010)
Questions?@bnox
c.willaerts@sanoma-magazines.be
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