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A presentation by The Chief Rabbit at Social Rabbit on the benefits of social media for b2b organisations with examples of those doing it well, and the results they achieved. The presentation looks at Facebook, Twitter, YouTube, Blogging and LinkedIn.
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Social Media Explained
Agenda
What is social media? Getting results with Facebook Getting results with Twitter Getting results with Blogging Getting results with YouTube Getting results with LinkedIn What to measure…..
What is Social Media?
What is Social Media?
What is Social Media?
Today’s most significant challenges for B2B marketers to overcome
But my Industry doesn’t use Social Media for Information….. WRONG!
Which Social Media are People
using for Info?
What are Companies Using?
®
Benefits To communicate with customers Position yourself/business as an expert Grow a community Brand Awareness Engage with your audience Listen to your audience Drive people to your website Page appears in online searches Promote events Send messages directly to people who like your page Demographic stats on people who like your page
Why have a Facebook Page?
• 400 million+ people using it (8m Australia)• 200 million on it daily• People spend on average 55 minutes a day on Facebook
Types of Facebook AccountsPage Group Profile
Can be used for business or personal
Can be used for business or personal
ONLY personal use!
As many people as want to can “like” your page
As many people as want to can join your group
Limited to 5000 friends
Posts by the page admin appear in people’s newsfeeds & their friends can see them if they comment
Posts by the group admin only appear in members newsfeeds, but NOT in friends of members feeds unless they are members
Posts by profile owner appear in friends newsfeeds
People can just “like” the page no need for approval
Can be set for automatic joining, or approval
Have to approve each friend
Updates can be sent to all members
Limited to sending messages to 5000 members
Can send messages to all friends
Can be customised with app’s CANNOT be customised Can be customised with app’s
Always public Can be public or private Can be public or private
Found by search engines NOT found by search engines Found by search engines (but can be locked down)
Updates come from the Page, not the admins
Updates come from individual admins
Updates come from profile owner
No one knows who the admins are (unless they say)
Admins are all listed -
Usernames available Usernames NOT available Usernames available
Insights about visitors available NO insights No insights
Page updates appear in news feeds of people who like your page
Through Cisco’s use of social media they decreased training costs by 67-90% source: http://www.slideshare.net/connectedurbandev/wim-elfrink-cisco-smartconnected-communities
Cisco on Facebook
Open Text on Facebook – sharing with customers
Build A Community
Stats on Fans
®
Benefits…. Drive people to your website/blog Communicate with customers Position yourself/business as thought leader in an area Rapidly respond to customer queries/needs/complaints Poll and get feedback Engage with your audience Grow a Community Market research Appears in online searches Networking
105 million registered users (April 2010)
50 Million Tweets sent A DAY!
Cisco on Twitter
Use Twitter For Research
25% [of customers we help via Twitter] come
back and say 'thank you' afterwards says AT&T's Customer Service Social
Media Director, Molly DeMaagd
source: www.businessinsider.com
Customer Care
Why Bother with a Blog?
The contest was promoted on the blog & other social channels.
Results:- Creating buzz- Increased traffic to its website- They directly attributed new business due to the contest
Source: Nathan Dube, Expert Laser Services
Expert Laser Services Blog Campaign
Blogging really engages the
team internally as well as customer
Blogging at Indium
Indium got a 83% increase in online lead generation
through blogging!!!
About YouTube
24 hours of video are uploaded EVERY MINUTE Over 2 Billion views of the YouTube site per day Average person spends 15 minutes a day on YouTube 70% of YouTube’s visitors are from OUTSIDE the USA
Source: Eweek.com May 2010
Story Trumps Messaging
This video was posted on YouTube for easy embedding on IBM blogs
IBM YouTube Results
Blog traffic increased 25 timesThe campaign received mainstream press coverage
It showed that story trumps messaging and targeting. Social media is the perfect medium if you have engaging stories to tell about
your business.
http://bit.ly/7hk9iO
"You gotta see this video….IBM is re-positioning the mainframe as a back-to-the-future alternative. The tone of Hoey's spoof training video is in keeping with the kinder, humbler image IBM now seeks to project.”
Media articles in…
What is LinkedIn?
Benefits Profile appears in online searches Communication with other people in your field Promote yourself/business as an expert Research into companies, jobs, ideas Networking Events listing Answer questions to be seen as an expert Generate leads Ask questions of your peers
Professional networking site 66 million users globally (1.2m Australia) Average age of users 37 years old Average income $105k
Company Profile
Research Resource
Networking Groups
Social Media Success Metrics
Ability to See Impact of Social Media Initiatives on Success Metrics
