b2b social media marketing
Post on 08-May-2015
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The great Social Media experimentApproaches to Social Media in B2B
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Agenda
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1. Are my peers using Social Media?
2. How much time and money do they invest?
3. What challenges are they encountering?
5. Twitter: Defining ‘good performance’
4. What channels are they using?
33
Summer 2011
274 client-side B2B marketers
Plan or execute social media
4
Majority now engage in social media marketing
4
Nu
mb
er o
f n
ew a
do
pte
rs
Time
InnovatorsEarly
AdoptersEarly
MajorityLate
MajorityLaggards
June 2010: 23% say social media
highly relevant
August 2011: 78% engage in social media marketing
5
But approach is very haphazard
5
Of B2B marketers have clearly defined STRATEGY25%
Describe approach as INTEGRATED20%
48% Describe KNOWLEDGE as “average” or “weak”
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Is Social Media worth pursuing?
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1. Is it relevant to me?- Are customers or prospects there?- Are opinion formers there?- Will they be and/or does SEO matter?
2. Am I welcome?
3. Do I have something of value to say?
4. Do I have the time to make it a success?
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The primary investment is time, not cash
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0% 1-4% 5-9% 10-14% 15-19% 20-29% 30-39% 40-49% 50-59% 60-69% 70-79% 80-100%
17%
39%
17%16%
5%
2% 2%1% 1%
22%
25%
19%
10% 10%
7%
3%1% 1% 1% 1%
Budget allocated to social media Time allocated
Allocate >10% time53%
Allocate <10% budget to social media73%
Marketing resources
8%
Generating enough content
8%
3%
5%
Unsure what’s
effective8%
3%
No unified strategy
7%
Ensuring consistencywith brand
7%
Governance8%
Measuring/ proving ROI
9%
5%
Engagement with audience
9%5%
2%
8
Finding this time and buy-in primary challenges
8
Unsure if relevant for organisation
or in B2B
Limited budgets
Internalinexperience
11%
Co-ordinating across territories
Integrated approach
16%
Reaching target audience
Generating quality,
relevant content12%
Regulation/ compliance
Monitoring criticismTime
management19% Internal buy-in
22%
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Five steps to gaining internal buy-in
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1. Show target market / influencers are there
2. Show it has a ‘real world’ impact
3. Show the impact of not engaging
4. Have a clear plan and strategy
5. Demonstrate clear results
Q4: Who is responsible for the management of your
organisation’s social media marketing activity?
41%
6%
40%
2% 9%
One person - as 'sideline'
One person - only role
Collectively
Outsourced
No one formally responsible
Is outsourcing the solution to the time challenge?
67%
66%
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90% of B2B marketers use social networks in mix
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CORE
SECONDARY
NICHE
77%
85% deploy
20%
16%
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A performance benchmark: Twitter followers
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Low number of followers
High number of followers
High number of B2B accounts
Low number of B2B accounts
Risingstars20%
B-list12%
A-list12%
Dabblers43%
<250 followers
250 - 500
Niche attraction
18%
500 – 2,000
2,000 – 7,500
7,500 +
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Three golden rules when using followers as benchmark
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1. BE REALISTIC – compare within your niche
2. USE A PINCH OF SALT – followers can be manipulated
3. Focus on QUALITY OVER QUANTITY
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An aspiration: 70+ Klout score
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> 44 = outperforming 50% of Top 200 B2B Superbrands
> 50 = outperforming 75%
> 70 = outperforming 90%
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The Seven Twitologies – visit circle-research.com/blog
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Are you a ‘Philosopher’... …or a ‘London Bus’
www.circle-research.com/blog@andydalg
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