Top 6 Reasons B2B Marketers Should Use Social Media

© 2011 Mason Zimbler CONFIDENTIAL

6 Reasons Why B2B Marketers should use social media

Presented by Mason Zimbler & Spredfast

© 2011 Mason Zimbler CONFIDENTIAL

Introductions

Jon Sander Planner/Social Media StrategistMason ZimblerTwitter: @thejonsander

Jim RuddenCMOSpredfastTwitter: @jimrudden

Tweet #B2Bsocial with questions and comments

© 2011 Mason Zimbler CONFIDENTIAL

Who is Mason Zimbler?

• Technology Agency Arm of Harte-Hanks, Inc.

• Extensive demand and lead generation experience

• 6th largest direct marketing agency (AdAge)– Hundreds of dedicated digital team members, cross-discipline /

geo

• B2B marketing expertise

– The Aberdeen Group, Mason Zimbler, Harte-Hanks Market Intelligence, Trillium Software, Information Arts, Postfuture

© 2011 Mason Zimbler CONFIDENTIAL

Setting the Scene

B2C B2B

vs.

© 2011 Mason Zimbler CONFIDENTIAL

In a Nutshell

• Social media has quickly become one of the best ways to reach large audiences who are hungry for information and conversation.

But is it the right fit for B2B marketers like yourselves?

© 2011 Mason Zimbler CONFIDENTIAL

Yes.

© 2011 Mason Zimbler CONFIDENTIAL

Top 6 Reasons Why B2B Marketers should use social media

Unmatched Listening

Leveraging existing digital content

Build a social profile of your audience

Quality over Quantity

Increased ability to track conversions

Cost effective

© 2011 Mason Zimbler CONFIDENTIAL

A new social listening and/or analytics tool pops upevery day!

Unmatched Listening

© 2011 Mason Zimbler CONFIDENTIAL

© 2011 Mason Zimbler CONFIDENTIAL

Broad Market• Who• Channels• Topics• Keywords• Volume• Trending

Competitive• Channels• Content• Keywords• Formats• Influencers• One way?

Influencer• Scoring• Volume• Keywords• Channels• Relationship

Content• Formats• Velocity• Topics• Search

Internal• Tools• Voices• Cadence• Funnel

Metrics• KPIs• Benchmarks• Targets• Growth rate

© 2011 Mason Zimbler CONFIDENTIAL

• Your existing digital assets are just sitting around waiting to take a social trip.

• Be kind and send them!

Leveraging existing digital content

© 2011 Mason Zimbler CONFIDENTIAL

Widgets

Interactive demos

Analyst reports

Whitepapers

Online game

Case studies

Webinars

Customer videos

Viral videos

Assessment tools

Infographics

Photos

© 2011 Mason Zimbler CONFIDENTIAL

• Your audience is voluntarily telling you more about themselves = more insight into your target audience.

Build a social profile of your audience

Connect new data with CRM

Enhance current database with richer data

© 2011 Mason Zimbler CONFIDENTIAL

• Name• Company• Title• Email• Telephone

General things you know...

Your target audience

And you might also know...

• Age• Gender• HH income

What you can learn through social media data....

• Preferred social networks

• Network size and influence

• Social “frequency”

• Personal Interests

• Brand affinity• Favorite topics to

discuss• “Real” title• And more!

© 2011 Mason Zimbler CONFIDENTIAL

• The B2B social media environment is completely different than B2C

• Your social community may be smaller...but it’s higher quality and very targeted

• B2B social communities are engaged and “opted-in” socially

• Clearer picture of industry influencers in social

Quality over Quantity

© 2011 Mason Zimbler CONFIDENTIAL

B2C = High volume and high noise

© 2011 Mason Zimbler CONFIDENTIAL

B2B = lower volume, more relevant

© 2011 Mason Zimbler CONFIDENTIAL

Industry Influencers in Social

Clear

Fuzzy

Short-lived Long-lived

• Industry thought leaders• Market analysts• Professionals/experts active

in social media• Top online sources • Industry events and speakers

B2B

• Who is a social influencer for McDonalds or Coca Cola?

• How influential are they in a purchase decision?

B2C

© 2011 Mason Zimbler CONFIDENTIAL

• Prospect. Pipeline. MQL. SQL. Sale. • Conversion can be much clearer in B2B than B2C

due to environment and what is being marketed• Social media is driving traffic to site/locations

where lead conversions happen • You already have the tools in place, it just takes

appropriate planning

Increased ability to track conversions

© 2011 Mason Zimbler CONFIDENTIAL

Social points to high value content on landing page

Email promotes social, webinar and and high value content on landing page

Webinar promotes high value content on landing page and social

Tracking Social Conversions

© 2011 Mason Zimbler CONFIDENTIAL

• Social advertising to B2B audiences is 1/10 the cost of traditional advertisements

• More bang for your buck because your audience is more targeted

• Measurable R.O.I.

Cost effective

© 2011 Mason Zimbler CONFIDENTIAL

More targeted audience

© 2011 Mason Zimbler CONFIDENTIAL

Broader reach

Retweeted by...Tweets

134K Retweet Audience!

© 2011 Mason Zimbler CONFIDENTIAL

Review

Unmatched Listening

Leveraging existing digital content

Build a social profile of your audience

Quality over Quantity

Increased ability to track conversions

Cost effective

© 2011 Mason Zimbler CONFIDENTIAL

THANK YOU FOR YOUR TIME