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B2B social opportunity: The ROI of B2B content marketing - How can brands better segment and understand audience content preferences on social in Asia? - How do I ensure my organisation is creating content to drive the business and my brand’s reputation forward? - How do we accelerate and automate content creation and amplification? Speaker: Billy Sountornsorn, Insights Lead, Asia-Pacific & Japan Marketing Solutions, LinkedIn
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The B2B Social Opportunity
Being Different in the Social Content Economy
Reach Differently
#1 GO BROAD OR GO HOME
5
4 out of 10
Who Influence B2B tech purchase decisions sit in functions outside of IT
#2 DON’T FORGET YOUR EMPLOYEES
7
4.3 M AVERAGE 1ST DEGREE NETWORK OF EMPLOYEES
Nurture Differently
#3 CONTENT IS THE NEW SALES CALL
Buyers need to be exposed to over 5 pieces of content prior to purchase
1 2 3 4 5
#4 RETHINK WHO YOU TARGET
Audiences engaging with mobile marketing in Asia
High-Tech
IT Managers
Sales
IT/Engineering/IT Committee
Ex-Pats
LinkedIn Engagement Index
Source: LinkedIn Trending Content, Organic Updates, 6 October 2014.
Changing topics: social media marketing in Asia
Marketing
Small Business Owners
High-Tech
IT Decision Makers
CXOs (CEO, CMO, etc.)
LinkedIn Engagement Index
Source: LinkedIn Trending Content, Organic Updates, 6 October 2014.
Go deeper… social media marketing in Asia
Source: LinkedIn Trending Content, Organic Updates, 6 October 2014.
IT & Services
Internet
Fin Serv
Computer Software
Marketing &
Advertising
Entry
Manager
Senior Individuals
VP
Director
Sales
Media
Ops
IT Marketing
Industry Seniority Function
Brand’s engagement by audience and publisher
IT Decision Makers
High-Tech
Small Business Owners
Managers+
C-Suite
Company engagement rate vs. LinkedIn average engagement
Data is blinded for demonstration purposes. Source: LinkedIn Trending Content, Organic Updates, 6 October 2014.
1.
2.
3.
4.
Measure Differently
#5 NEW MEASURE FOR CONTENT SUCCESS
#6 SOCIAL CONTENT DRIVES LEADS
21
22
Higher awareness for Toshiba with new customers acquired across Asia and North America LinkedIn and SlideShare generated the most social media converted leads Toshiba ranked the most influential Japanese company on LinkedIn
94%
Use LinkedIn for B2B content marketing. LinkedIn
is used most often.
Average number of social media sites used: 6
63%
Rated LinkedIn effective for B2B content marketing
LinkedIn rated most effective
I ♥ B2B
linkedin.com/in/billysountornsorn
@ausbilly
au.linkedin.com/in/benrus
@eveningespresso
