SOCIAL MEDIA FOR B2B CONTENT MARKETING

Marian Cramers

Salesforce Marketing CloudSenior Consultant@Marian Cramers

Marketers spend over 25% of their marketing budget on content marketing. (B2B Marketing Insider)

91% of B2B marketers use content marketing. (Content Marketing Institute)

78% of consumers feel that organizations behind the content are interested in building good relationships. (TMG Custom Media)

#1 in Social Listening #1 in Social Publishing #1 in Social Advertising

Owned/Earned Owned/Earned Paid

Pratt & Whitney gets a 10,000 foot view of their online community

Discovered 1000s of pilots & aircraft manufacturers talking on the social web

Created PT6 Nation to centralize and drive discussion

More than 30,000 members and 55,000 unique visitors

Ford Builds A Network of AdvocatesCreated 1st Social Car Launch with Ford Explorer

Built Ford Social, a community for insider info & ideas

Empowered dealerships to publish, analyze & update social content

#2 company for global social mentions

Engage with power users and enthusiasts

Specialized forums for expertise on product segments

Realized positive ROI from social media efforts

Caterpillar Tracks B2B Social Media ROI

Increased revenue by $4K in 5K partner salons totaling $20MM

Created 21MM impressions and 2.2MM engagements

Listening for conversations about salons, products & marketing

L’Oreal Drives Growth With Social

How Salesforce Marketing Cloud Gets Blog Traffic

Social Media Marketing for B2B

Listen to over 600 million social sources for point of need conversations, marketing opportunities and feedback on the products/services you offer

Publish engaging and interactive social content that will win people over – and win their business – and extend that content to the greater web

Connect with prospects and industry influencers on their preferred channels to build relationships, gain valuable insight, and encourage further brand adoption

Turn best performing content into compelling social ads proven to reach the right audience and get more exposure for your B2B company

Integrate with CRM technology to build and maintain comprehensive social B2B customer profiles and scale social across your entire organization

Track the success of social content and campaigns in real time, and use this data to adapt marketing strategies and adjust your business offerings

Social Media is not disruptive for B2B

How are Companies Approaching Social Media?

Social Media is big...

... but the need to scare companies into using social media only shows your lack of imagination

Social shouldn’t live in isolation

Insights Ecosystem

Trends (predictive), Influence

Sentiment (Chinese)

Sentiment (Dutch)

Demographics

Trends (People, Places, Things)

Leads, Service, Sentiment, Trends

Sentiment (Emotion)

Trends, Influence

Leads, Service, Sentiment, Trends

Link Multi-Language: Sentiment (9-langs incl Dutch, French, German, Italian, Russian), Sentiment by Topics

Sentiment (English, Italian, Portuguese, Spanish)

Sentiment (Japanese), Trends

Leads

Sentiment (Japanese), Trends

100 Unilever brands publish social content to over 1,000 social channels globally

The Dove Sketches Command Centre supported the campaign to over 160 million views, 19 Lions at Cannes

Thank you!Contact us at www.salesforce.com/marketing-cloud