Social in B2BAndrew Ryan, Marketing Director, LexisNexis Canada

Social – Personal vs. Professional

Professional• Linked • Linked-in Company (WK) (LexisNexis)• Twitter Company (WK) (LexisNexis)• Facebook Company (LexisNexis Canada)

How is B2B Different Than B2C?

B2B V B2C

• B2B (ex.)• Larger transactions• Many decision

makers• Many influencers• Indirect Demand • Less emotional • Stodgier marketing

• B2C (ex.)• Smaller

transactions• Fewer decision

makers• Fewer influencers • Direct demand • More emotional• Edgier marketing

Doesn’t Have to be Boring

The Results Other Videos (Casino, Cab)

By MediaMedia B2B B2C

Mass broadcast (TV, Radio, Web, Print)

- ++

Direct Mail ++ +Email ++ ++Point of Sale -- +Trade shows/ Conferences

++ +

Social Media + ++Hospitality ++ --PPC/ SEM + ++

B2B versus B2C Marketing• Fewer customers

• Usually larger transaction amount• Often a more complex sales cycle • Often many influencers/ decision makers with

diverse needs • Usually slower adopters of new technology

# People # Busines

s

0-99 100-499 500+

Canada

35,000,000

1,107,540

1,087,803 18,169 1568

% 100% 98.22% 1.64% 0.14%

B2B Usage of Social ChannelsMedia B2B Est Usage

YouTube + 73%Facebook + 81% Instagram -Pinterest -Linkedin ++ 91% Blogging ++ 87%Twitter ++ 85%Google + +

Challenges of Social in B2B • Limited buy-in • Support for content creation • Selling the concept • Proving ROI to your bosses • Metrics that matter for social might not for your

boss • Smaller markets • Niche areas• Limited social used at work • Some companies ban social sites • Social synonymous with time-wasting

Some Facts and Figures re Social in B2B• 74% of B2B marketing companies use Twitter to distribute

content (Content Marketing Institute)• B2B marketers who use Twitter generate twice as many leads as

those that do not (Inside View)• 55% of B2B survey respondents search for information on social

media (MediaBistro)• Marketers spend an average of 4-6 hours a week on social media

(Social Media Examiner)• Fewer than 30% of large orgs will block social media in 2014, vs

50% in 2010 (Gartner)• Social Media can improve relations with employees. 82% of

employees say they trust a company more when the CEO and leadership team communicate via social media (eMarketer)

• B2B buyers today are 70%-90% of the way through their “buying journey” before they reach out to a vendor.

How is Success for B2B Marketers?- periodic table of B2B Metrics

#1 KPI Lead Generation/ Management• 61% of B2B marketers send all leads directly to Sales; however,

only 27% of those leads will be qualified. (Source: MarketingSherpa)

• 56% of B2B organizations verify valid business leads before they are passed to Sales. (Source: MarketingSherpa)

• 57% of B2B organizations identify 'converting qualified leads into paying customers' as a top funnel priority. (Source: MarketingSherpa)

• 65% of B2B marketers have not established lead nurturing. (Source: MarketingSherpa)

• 79% of B2B marketers have not established lead scoring. (Source: MarketingSherpa)

• Just 35% of B2B marketing executives say they can calculate the ROI of their marketing spend most or all of the time. 42% say they can calculate ROI only some of the time, rarely or not at all. (B2B Marketing)

Who are the best B2B Social Marketers?

Some Good Examples I found

General Examples• GE On Pinterest Instagram • Cisco (Facebook and YouTube) – example • What other B2B companies do you like • Canadian companies (or used to be) that do a good job:

Radian 6; OpenText, Eloqua

Specific Cases • ADP (ROI Generator) – Over $1M in sales. • Xerox (get optimistic campaign) (Linked, Twitter,

Slide Share)

Case Study #1• Maersk Lines• “How can you use social media as a mass media-

like marketing channel that drives business leads in the B2B space?”

• Challenge #1 – Social has never worked to generate leads for shipping customers in any large volume

• Challenge #2 – Shipping in the freezing Baltic leads to late deliveries to St. Petersburg Russia

• Challenge #3 Social followers are mostly not customers

• Industry = Commoditized, Saturated • Customers = Cost conscious

Maersk’s Solution

• #Wintermaersk • Pinterest Instagram Twitter FB• http://www.maersk.com/en/social • https://tagboard.com/wintermaersk/search • From Maersk’s Social Lead • Results = 150 unique leads in a commoditized,

saturated market where new customers can be worth millions

Example from Legal Publishing• In-house Counsel• Step #1 Understand your customer: Interviews and Surveys• Why they buy• Pains• What they respond to• How they spend their day• What do they read• What do they need to do their job• What is their workflow

• Step #2 Build this into a “buyer” or “influencer” persona • Step #3 Understand what kind of content/ material would

be of relevance to persona• Step #4 Develop content hub and social/ content calendar

What we decided to do

• www.corporate-counsel.ca • Created entirely through Eloqua (not recommended) • Promote new content through Twitter, Linked-in• Email new content to alll subscribers• Generate new subscribers at events • Partnership with Association(s) • Email new content • Offer CPD credits to professionals where possible • SEM/ SEO investment

• Results• 250+ subscribers within 1-month of launch • Time on site = 10 minutes+ • Direct conversions to sale – 5 YTD

HRPA Daily Emails • Describe scenario • Massive readership• Large professional audience • Next to zero conversions • What would they recommend?

• Monday landing page• Tuesday landing page • Wednesday landing page• Friday landing page • HELP!

Reach out to me and connect!

• Aryan@abbott.com • Ca.linkedin.com/in/andrewryan1• www.facebook.com/andrewryans• @androoryan79 on instagram• @androoyran on Twitter