Download pdf - We 2012 workshop social media bottom line

SOCIAL MEDIA AND THE BOTTOM LINE

How social media is transforming the way companies connect with their established customers and are reaching out to new ones.

1. Budgets shift more heavily to online• 7% of B2B marketing mix in 2008, will reach 12% by 2013• B2B interactive marketing spending will climb to nearly $4.8B

by 2014• 86% of B2B cos are using social media

2. Changing nature of B2B• New digital technologies = new opportunities

3. More emotional, personal communications• Distinction between b2b and b2c companies is artificial – it’s

about “business-to-people”

B2B MARKETING TRENDS DIGITAL INFLUENCE

B2B Digital Best Practices

1. Getting social fast

2. Going mobile

3. It’s all about the design

Marketing is undergoing a REVOLUTION!

1. Purchasers no longer believe ad campaign messaging

2. Instead, trust what friends/others say more

3. 62% research online prior to purchase

Jeff Quipp – Search Engine People Inc.

What Is Being Said About Your Brand?1. Even appears in

Google for brand searches

2. 21% said 2 bad reviews changed their minds … 37% said 3.

3. 67% will delete or reverse their negative review!


Good Listening Tools

1. Radian 6

2. Google Alerts

3. HootSuite

4. Many others


Social media is to word of mouth,what gasoline is to fire

1. Something remarkable must exist

2. Good and bad get shared

3. Experiences and content


Social Media as Sales Funnel1. Use content to attract

prospects

2. Social media optimization to gain fans

3. Use content/ engagement to move through funnel

Social Benefit of Content

1. Getting social fast

2. Going mobile

3. It’s all about the design


Biggest Threat is Not Participating!

1. Social is here to stay!

2. Social is also a search engine

3. It’s not all Twitter and Facebook


Social media is not a single platform or a product. It is a fundamental shift in the way we communicate and interact with each other, companies and society.

Spencer Saunders – The Juice Agency Inc.


Being social is not new – being social in as a business attribute is.



New technology does not always yield new revenue streams… but it often introduces new efficiencies which lead to cost savings and an increase in your bottom line.


1. Recruitment

2. Retention

3. Innovation


Social Media Inside the organization:• Give your employees a voice• Leverage insights from all levels• Communication platform to

communicate a shared vision for the growth of your company


Social Media outside the organization:• Provide prospective customers a

sense of who you are as a company and your culture

• Platform to generate trust and industry leadership