Social media in b2 b marketing

Dank aan onze Support Partners

Social Media in B2B Marketing

Ghent – 24 April 2012

1. Marketing is Dead

Peopleare fed up with

unwanted & irrelevant

interruptions…

Marketing 1.0 – Consumer 1.0

• efficient• predictable• motivated by the best deals• mostly rational in buying decisions

Those were the Days…

Today’s consumer has changed

Consumer 2.0

Meet the new “Homo Feelgoodonicus”: • is inefficient & unpredictable• is motivated by what makes him/her happy• ignores most of the marketing messages• can decide & buy entirely based on emotions• likes to be social and be part of a community

People 2.0 are “interconnected”

The average “interconnected” consumer has +150 followers

Only 14% trust …

online ads

>85% trust …

Word of Mouth

a Wor(l)d of Mouth Lots of media tools at their fingertops

Consumer 2.0

• Emotional buyers• Interconnected• World of Media• >82% penetration • Rise of mobile

You can’t solve

problems of today

with the answers

of yesterday

Time to get started

1) Who is actively (7/week) using Foursquare?

2) Who is actively using Twitter?

3) Who is actively using Facebook?

4) Who is actively using other Social Media?

2. Who says so?

Antony SlabinckCEO @ LBi BelgiumHead of Social Media Task Force @ IAB

The Changing Consumer

The Changing Business

The Changing Agency

The changing media landscape

The changing media landscape

Doing this well is difficultand absolutely needs the

best available skills

It is very difficult to achieveThe answer is in the blend

That’s why we built one company

Strong global footprint

BuildingBelievable

Brands

3. So … what‘s Social Media?

Social Media is…

=> a shift in how people discover, read and share News & Information

• Interconnected People

• having Conversations

• using all available Media

Social media is just like real life!

But with larger networks, 24/24, archived > 2 years

It no longer matters what YOU say!

Today, your brand will be determined by:

what you do

who you are and what THEY say!

Social Media Tools

RSS MicroblogsSocial networks Blogs Wiki ‘sSocial Bookmarking Virtual WorldsPodcastVodcast WidgetsMobile Augmented Reality…

I couldn’t care less!

RSS MicroblogsSocial networks Blogs Wiki ‘sSocial Bookmarking Virtual Worlds

PodcastVodcast WidgetsMobile Augmented Reality…

This is NOT about media nor about

technology!

It’s all about:

•People being interconnected

•having Conversations

•using all available Media

5 Key Principles to live by…

1. Get connected. You will not fully grasp the potential if you are not connected.

2. Think like your customers (and their customers). Get to know them and their agenda. Interact with them. Leverage your influencers.

3. Strategy first, then technology. Don’t make Social a business priority. Make it an enabler of your existing business priorities.

4. Get comfortable with change. It’s the new constant. Don’t be afraid to be an early adopter (or at least a fast follower).

5. Watch. Listen. Learn. Interact. Repeat. Commit to ongoing learning, interaction and conversations with your customers.

Threats

It’s probably just a Fad/Hype/Technology Communities are created without my consent We will not be in control anymore! Company processes are not ready Company/employee culture is not ready Our CEO doesn’t use Facebook… Campaigns without a strategy Starting too late All budget to campaign, not enough left for 1 year of “ongoing dialogue” …

Social Media needs a new attitude from all stakeholders!

Opportunities

Market research – Authentic Customer Insights Customer Support Contextual marketing / Social CRM Product Design Natural SEO Human Resources Developing new business models Sales …

You can already start a dialogue for less than 0,2 FTE (Social Media Managers, Conversation Managers, …)

Put your

customers first!

Engage customers on their terms

You have to understand the basics of:

1.Social Communities2.Brand Advocates3.When Social Meets Mobile4.Location Based Services

4. Social Communities

How do communities get started?

1. You need a fool to start , he needs the guts to stand alone and look ridicolous

2. Must be easy to follow3. First follower transforms the fool into a leader4. Leader shows how to follow5. It’s now about them6. Second follower changes two nuts into a crowd7. New followers need to see the followers as they want to emulate them8. A movement is started!9. It’s no longer risky to join the movement10. Those who didn’t join became the fools

How do communities get started?

Fun experienceAdded ValueParticipationCollaboration/SharingDialogue/Tool

AuthenticRelevantPositiveHonestTrustworthy

You should be:

You should offer:

Your Checklist for a succesfull case:

Pick up user generated stories Enhance them

5. Brand Advocates

Basics

What’s a Brand Advocate?

A customer… • who has an outspoken positive perception of a brand • who will talk favorably about a brand to their friends • who can help generate brand awareness • who can influence purchase intentions

DIGITAL is their tool

They have always been there … BUT never had much chance to be heard.

Brand Advocates:They like to convert peersOften as well Innovators (2%) & Early Adopters (13%)

They express their love for your brand to others (but are not trying to convert others, typically Facebook Fans)

Customers as Brand Advocates

Why are Brand Avocates so interesting?

Promotional offers sent by

Advocates convert 5 times more

(than offers sent by brands)

ACTION: Identify and mobilize your Advocates!

53 percent of advocates(vs 33 percent for consumers) want to

be recognized as an individual.

Deloitte study

Support their creative conversation

Help!

We have a disaster on our hands!

Do brands monitor their reputation today?*

*Source: 2008 WebKnow Study, Cologne University

http://www.youtube.com/watch?v=t8XxcOj3Seo

Case: Kryptonite - Consumer in control

Case: Kryptonite - Consumer in control

Case: Toyota - Boosted Conversations

They turned up the volume of their response level and created a social media war room that’s staffed with 6 to 8 responders during the crisis.

Toyota case: Some Facts

http://www.toyotaconversations.com/http://ad-tech.blogs.imediaconnection.com/2010/03/30/370/

“ROI is certainly important to us in the long run, however we don’t plan to wait to define it before advancing initiatives we know are important. Over time we will definitely evaluate our efforts in order to determine how they are impacting key metrics. Those results will become the new benchmarks for future initiatives, and ultimately the foundation for measuring ROI.”

In the first 5 days, over a million people viewed the Digg Dialogg video interview with president, Jim Lentz:

“Some of our models, such as Prius, have entrenched communities of enthusiasts with whom we engage, as they’re authentic brand advocates.”

Ooops ...We forgot to talk about your most valuable

brand influencers

… as many companies tend to forget. Big mistake, sorry!

Your employees!The most overlooked segment of potential

brand building are your employees!

They are out there in the world interacting with people every day

(Ogilvy & Mather)

6. Brand

Ambassadors

Brand Advocates:They like to convert peersOften as well Innovators (2%) & Early Adopters (13%)

Brand Ambassadors:Paid employees or receive kind of

financial award to promote a brand

They express their love for your brand to others (but are not trying to convert others, typically Facebook Fans)

Brand Advocates & Brand Ambassadors

Case Best Buy - Twelpforce

Checklist OFFER: Fun Experience Added Value Collaboration Participation Dialogue/Tool

Checklist BE: Authentic Relevant Positive Honest Trustworthy

Case: Twelpforce (Best Buy)

We found our Ambassador... hope you have too!

7. When Social meets Mobile

What is makes Mobile so special?

QUESTION: Can you please show your mobile?

1. Mobile is personal

2. Mobile is always carried – the world in my pocket

3. Mobile is always on

4. Mobile has a built in payment mechanism

5. Mobile is there at the point of creative impulse (instant)

What’s the sum of Social + Mobile + Loyalty?

Loyalty

Mobile Social

€

8. Location BasedMarketing

It’s all about relevance

The boom today: Location Based Services

€

• People- and business-driven• De-centralized models• Bottom-up• Rich experience• Relationship, engagement, loyalty• Social• Incentive-based (badges, coupons, ...)

Case Thomas Cook – Location Based Service

€

• World Travel Conference• 2000 attendees

• How to interact with attendees?• How to manage?• Fast and efficient

• Welcome messages• Timed announcements• Departure messages

• 4 interactive zones• Targeted announcements• Real Time Statistics => adaptations

Checklist OFFER: Fun Experience Added Value Collaboration Participation Dialogue/Tool

Checklist BE: Authentic Relevant Positive Honest Trustworthy

9. Some B2B cases

Kinaxis is a supply chain management company and used a range of social media tools to effectively raise awareness of their services. They decided to take a humorous approach to their campaign, such as their video series ‘Suitemates, The Late Night Supply Chain Show’ and their blog, ‘The 21st Century Supply Chain blog’.

B2B Case: KINAXIS – Blog

http://blog.kinaxis.com/

Their integrated social media campaign combines video, blogging, LinkedIn, Twitter and online communities to combine their fun approach with a real business focus. Kinaxis claim they received 42,000 leads from the initiative and a 2.7% increase in traffic to their site.

Ernst & Young invested in a new method for recruitment, turning to Facebook with the launch of their Ernst & Young Careers page. Facebook was the ideal platform for this, as the recruitment initiative was primarily aimed at college students, who are arguably the most proficient and active Facebook users. They’ve amassed an impressive 66.000 Likes on the page since it was started. Attracting new employees through a platform that resonates with them instead of trying to attract people to their website through a traditional ad campaign.

B2B Case: Ernst & Young – Facebook

https://www.facebook.com/ernstandyoungcareers

B2B Case: CISCO – ASR900

http://www.youtube.com/watch?v=90W5hWsYV3Q&feauture=player_embedded

B2B Case: Dymo – Dealer Portal

http://www.dymoconnect.com

DYMO Corporation is the leading manufacturer of handheld label makers & label printers and wanted to build a direct & regular contact with their resellers.

They developed an extranet based dealer portal using different Loyalty & Social functionalities.

Main focus is on creating real added value for the resellers through providing all Marketing & Campaign Materials, very easy E-Learning Modules, linking the monthly sales out data with a Loyalty Program & internal competition.

CREE, manufacturer of LED technology developed a microsite: “Cree LED revolution”. The site features competitions for users, Facebook & Twitter integration and the company blog. The user generated content section ‘cry for help’ features users who submit photos of their poorly lit working and living environments. Cree then select a monthly winner who wins free lighting. The microsite design shows how Cree are approaching this.

B2B Case: CREE – Website, Facebook, ...

http://www.creeledrevolution.com/ https://www.facebook.com/CreeLEDRevolution

Despite being a B2B brand, the site has none of the expected corporate look and feel and just looks like a fun place to hang out, while being branded all the time of course. Their Facebook page became very active and engaged, commenting and Liking on posts. The photo contest section on their site is a great example of how they’ve opened up the community and are raising awareness of their product to new audiences.

B2B Case: IBM – The Art of Sale

http://www.youtube.com/watch?v=90W5hWsYV3Q&feauture=player_embedded

SCANIA wanted to look at what they could offer their consumers in a branded online space. Their social newsroom features original content focused within their industry. Different types of content, including a blog and an embedded Flickr gallery, gives something to their users that you wouldn’t normally expect from a company of their type or industry.

Based on how people are discovering content nowadays, by offering a completely social experience.

B2B Case: SCANIA – Social Newsroom

http://www.scanianewsroom.com/

Accenture focused on building out their LinkedIn group to run their recruitment campaign.

They focused initially on building up their company LinkedIn group to amass over 6.800 members in what became a very active community. This has grown to generate subgroups which are represented by different specialists within Accenture. Their LinkedIn activity has resulted in employments for the business.

B2B Case: Accenture – Linkedin Group

http://www.linkedin.com/groups?about=&gid=2301607&trk=anet_ug_grppro

10. And now it’s time you start building

your case!

Start early!

So you can …

fail sooner

Cont

rol

InteractionLow

InteractionHigh

Interaction

HighControl

Lowcontrol

engage

1.0 2.0

empower

publish .print.TV

.radio.direct marketing

.online media campaign

.email marketing

.social bookmarking

.facebook.blog

.microblog

.wiki

.podcast

.PR

listen

dialogue

Attention spanLowAttention

HighAttention

.reputation management

2 weeks 2 months 2 years

.website

12 months

.hire conversation Manager

.magazine.folder

LBi’s Social Media Roadmap

.surveys

.testimonials

.1:1 lab

.1:1 marketing

.1:1 emails

.1:1 booklets

3.0

.enriched profiles

.loyalty program

.shared experiences

.personalized folders.visual DNA

.brand advocates

.monitoring

.twitter.employees

.crowd sourcing

Social media shouldn’t be

100% of 1 person’s job,

but 1% of 100 people’s jobs

1. Where are your target groups (Listen)?

1. Do we have Social Media believers within our company?

1. Can we group the Brand Ambassadors (employees)

Prepare for engagement (Part 1/3)

4. Can we locate Brand Advocates (Consumers)

5. Can we get support & buy-in from management

6. Is our organisation & processes ready?(SM Guidelines)


7. Define your marketing objective + KPI’s (Awareness, Fidelisation, ...)

8. Set up more professional Monitoring of your MicroSegments

9. Allocate time, resources and budget


MonitoringMeasuring the Impact

Listen

• Many free tools

•Aggregate brand mentions in open content sources, e.g.

•Blogs and forums•Tweets•News feeds

• Requires time, resources and patience, due to the manual work associated to it

Microblogging

Aggregators

Blogs

http://www.socialmention.com

Monitor & Find Common Ground

2. Monitor

• To listen actively, report and analyse

• Measure results, changes and trends

• Identify potential crises

• Enterprise tools specialise in tracking and measurement

• Identify where your target groups are

• Learn their language

3. Engage• Set up a conversation team• Set up conversation guidelines• Microsegment• Define your objectives• Different strategies/segment• Define action and reaction based on the analysis of data

• Respond on questions and complaints

• Use customer insight for improvement and innovation

• Adapt your roadmapBack

1. Analyse your listening & monitoring results

2. Build a strategy & roadmap based on the objective/microsegment

3. Build a presence on the main application of your targetgroup

Engage & Empower (Part 1/3)

4. Pick up user generated stories

5. Create Added Value content, applications or widgets

6. Boost these stories through communities & networks


7. Empower Brand Ambassadors (Employees)

8. Empower Brand Advocates (Consumers)

9. Consistent 360 degrees presence (Perfect Media Mix)


Marketing is alive!

1. Start with social media in a very early stage (Listen)

2. Locate your target groups

3. Locate the SM believers within your company (employees)

4. Group the Brand Ambassadors (employees)

5. Locate Brand Advocates (Consumers)

6. Get support/buy-in from management

7. Check your organisation & processes (SM Guidelines)

8. Define your marketing objective + KPI’s (Awareness, Fidelisation, ...)

9. Set up more professional Monitoring of your MicroSegments

10. Allocate time, resources and budget

10 Social Media Guidelines (Phase1: Basic)

Once you are ready to ENGAGE & EMPOWER

1. Analyse your listening & monitoring results 2. Build a strategy & roadmap based on the objective/microsegment3. Build a presence on the main application of your targetgroup4. Pick up user generated stories5. Create Added Value content, applications or widgets6. Boost these stories through communities & networks7. Empower Brand Ambassadors (Employees)8. Empower Brand Advocates (Consumers)9. Consistent 360 degrees presence (Perfect Media Mix)10. It’s not about you, it’s about them!

10 Social Media Guidelines (Phase2: Advanced)

Thanks for the ride. Let’s hit the road now…

LBi Belgium

www.lbigroup.be

www.twitter.com/LBi_Belgium

Antony Slabinck

[email protected]

http://be.linkedin.com/in/antonyslabinck