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Social Media… …the ordering, buying, reviewing, selling, customer retention, brand-building, buzz-generating tool so you can make money in the new century medium Are you paying attention?

Social Media: B2C to B2B

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An analysis of social media and its relevance to both Business to Consumer and Business to Business. Are you paying attention?

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Page 1: Social Media: B2C to B2B

Social Media…

…the ordering, buying, reviewing, selling, customer retention,

brand-building, buzz-generating tool so you can make money in

the new century medium

Are you paying attention?

Page 2: Social Media: B2C to B2B

What is social media?

Internet- and mobile-based tools for sharing and discussing information among human beings. Wikipedia

Page 3: Social Media: B2C to B2B

What social media is not

Social networking Social networking has always existed Exchange of ideas between two or

more people

E-commerce Limited to online or mobile monetary

transaction between parties Can be a function, component or

result of social media

Page 4: Social Media: B2C to B2B

What is social media…to business?

The use of Internet- and mobile-based tools to engage customers, collect consumer data, share information and generate awareness.

Page 5: Social Media: B2C to B2B

Is social media relevant? Facebook.com- Social Network Site

150 Million Active UsersFastest growing Demo 30+

Flickr.com-Photo Sharing Apphosts more than two billion tagged images

Twitter.com- micro-blogging site5,979,053 people answering the question “What are you doing now?” in 140 characters!

Wikipedia.com- Information Sharing Source684 Million visitors/ 75K active contributors

Youtube.com- Video Sharing5 billion online US videos44% share of all online videos

Digg.com-Social News site#3 referring source of traffic to NY

Times.30K visitors/ month

Page 6: Social Media: B2C to B2B

Is social media relevant?

A.C. Nielsen created multi-million dollar company focused entirely on measuring social media Founded in late ‘90s, PlanetFeedback

was a website that attracted consumer opinions of products and services; earned revenue from advertising

Purchased by Intelliseek in 2004 Purchased by A.C. Nielsen in 2006

and combined with R&D company to become Nielsen BuzzMetrics

Focused entirely on online brand monitoring

Legitimizes and measures consumer response in a virtual world

Page 7: Social Media: B2C to B2B

Types of social media

Weblogs/Blogs—Blog.Wired.com, Okeeffepr, TwoBitsAndAByte

Microblogs—Twitter

News dissemination (Social Media Release)—PitchEngine.com, Google News, Twitter

E-Newsletters

E-mail

Social media networking sites—Facebook, LinkedIn, Google Groups

Aggregators—FeedBurner, FriendFeed

Wikis—Topic-specific Wikipedia pages

Online photo/video sharing galleries—YouTube, Flickr

Podcasts

Text messaging

Internet forums

Event forums—Meetup.com

Custom Applications—Twit2Win

Page 8: Social Media: B2C to B2B

Strengths/Weaknesses

Strengths Real time Generates direct consumer demand Rapidly increasing usage Increases search engine rankings Accessible Easy-to-use Cost-effective Organic Strong…and growing…user base

Weaknesses Difficult to measure Time Consuming Still evolving

Page 9: Social Media: B2C to B2B

Social media for B2C

Cincinnati Sports Leagues (CSL) (gocsl.com) Objectives

Promote CSL activities Attract interest from advertisers

Social Media Components Facebook page—426 friends, Brian

updates and monitors, posts events Twitter profile—attract followers Soapbox.com—blogged daily 1 week to

promote CSL to older/business audience Results

Increased brand awareness Frequent customer interaction Personalization—strong friend base

Page 10: Social Media: B2C to B2B

Social media for B2C

Identifying the most useful tools to actively engage and measure your customer base

Striking a balance between ‘in property ‘tactics and ‘out of property’ tactics

Building value with ‘in and out’ of property SM tools!

Integrating SM into the operations of your business. Avoiding apathetic use!

Identifying what metrics you use to determine success/ failure of SM tool/ campaign

Page 11: Social Media: B2C to B2B

Social media for B2B

General Data Company (general-data.com) Objectives

Promote products to targeted healthcare prospects Build awareness as experts on healthcare data

capture/workflow Social Media Components

Healthcare blog Promote via FeedBurner, RSS feed, etc. “Live blogging”—Client interviews industry

authorities at conferences; streams/posts interviews via GD’s blog

Social media releases—all GD news YouTube Station—post video demos, etc. Soapbox.com—blogged daily 1 week to generate

Greater Cincinnati awareness Results

Increased awareness Recognized as industry authority by prospects Increased search engine rankings Network TV Coverage—Personal ID Patient

Wristbands featured on CBS’ The Doctors

Page 12: Social Media: B2C to B2B

Social media for B2B

Miller Electric Manufacturing Co. (millerwelds.com) Objectives

Preferred resource on all things welding Increased Web traffic

Social Media Components Website—content rich and SEO optimized Minisites—devoted to specific welding apps

and interests (e.g., motorsports) E-Newsletters RSS Feeds Blog—prominence on home page

Results Go-to site for welding information Website provides rich, relevant, fun

experience Drives e-commerce purchases

Page 13: Social Media: B2C to B2B

How not to use social media

Motrin (Johnson & Johnson) (motrin.com) Objective

Sell Motrin Social Media Components

Irreverent video designed to appeal to young mothers suffering from back pain associated with baby slings/carries

Posted ad to YouTube and Motrin.com Results

Small # of “mommy bloggers” were offended; posted scathing remarks on Twitter

Motrin apologized and pulled ad immediately Motrin pulled entire campaign Motrin wasted all money spent on campaign

Later Findings Motrin heard from same mommy bloggers that they

were disappointed video was pulled Mommies wanted their concerns addressed, not

dismissed Motrin failed to engage and befriend bloggers; lost

potential customers

Page 14: Social Media: B2C to B2B

Why does social media matter?

It’s the way people of all ages and demographics are communicating

Studies show consumers research products online before buying

True for B2C and B2B

Why wouldn’t you build your online relationship with them…NOW?

Website

Blog

Social networking profile

Wiki

Podcast

E-newsletter…

Its usage is growing rapidly

Vital part of marketing mix

Engages customers like no other medium

Natural evolution of marketing and PR

Traditional advertising isn’t working; declining usage/revenues

Page 15: Social Media: B2C to B2B

Questions?

Page 16: Social Media: B2C to B2B

Blog Example

Blog

Online mechanism for sharing information

More personal and dynamic than typical website

Can be separate from or component of corp website

Typically ties into overall marketing/PR strategy

Can allow comments from visitors; can monitor comments

Easy to create using free, downloadable blog software

Best used for sharing information of interest to or that specifically benefits targeted users

Serves as home page for many business websites

Page 17: Social Media: B2C to B2B

Microblog Example

Twitter

Leading microblog

Limit of 140 characters per entry

Allows people to follow each other in real time from any location with Web/mobile access

Simple to use

Nearly 6 million users worldwide

Increasing usage among businesses, individuals, politicians and PR pros as news dissemination device

Growing number of reporters take story pitches from Twitter ONLY

Page 18: Social Media: B2C to B2B

Social Media Release Example

Social Media Release

Online news dissemination device

Immediate delivery to numerous social and business networks

Large and growing mainstream/trade media subscriber list

Often preferred means of receiving story ideas/pitches

Rapidly growing user base

Easy to use

Typically free of charge

Page 19: Social Media: B2C to B2B

Social Media Networking Site Example

Page 20: Social Media: B2C to B2B

Social Media Aggregator Example

Social Media Aggregator

Online tool

Enables users to publicize and “push” their content feeds (blogs, websites, podcasts, e-newsletters, etc. to numerous online audiences at once

Page 21: Social Media: B2C to B2B

Podcast Example

Podcast

Free video or audio series downloaded to and playable on iPods, computers, TVs, mobile phones, or similar mobile media devices

Enable users to view or listen to preferred content almost anywhere at anytime

Page 22: Social Media: B2C to B2B

Event Forum Example

Event Forum

Set up custom events online

Choose whom to invite

Allow others to join

Specific to topic, location, etc.

Page 23: Social Media: B2C to B2B

Custom SM Application Example

Social Media Application

Custom sweepstakes application driven by Twitter

Launched Jan 14, 2009

640 followers by Feb 4

Objective

Cascade: Gain Twitter followers to drive traffic to blog and then to website

Current Campaign

Freedom Center Family Membership

Launched Feb 3

30 followers in first 3 days

Campaign ends Feb 10