emarketer webinar: how & why b2b marketers are turning to social media

Kimberly Maul

M A Y 1 7, 2 0 1 2

How & Why B2B Marketers are Turning to Social Media

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Webinar Agenda

The role of social media in B2B marketing. How has B2B social media evolved and how are marketers leveraging various sites today?

The goals of social media marketing. Why do B2B marketers turn to social?

Challenges and future of B2B social media. What should marketers focus on going forward?

Case studies and examples. What can B2B marketers learn from companies such as Intel, Cisco and AT&T about how to effectively use social media?

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How B2B Marketers Are Using Social Media

A solid majority of B2B companies use social media to promote their brands

And in most B2B companies, social media falls under marketing

B2B decision-makers are also using social media, and in a variety of formats

B2B marketers are realizing this and adopting social media in response

Social media is an opportunity for B2B companies

“Prospects are coming to the company much later. They’re doing research before they ever contact the company. For social media, if you can help that process and make sure that your prospects have the right information, you’re much better off.”

—Jeffrey Cohen, social strategist at Radian6and co-author of “The B2B Social Media Book”

Image: Courtesy of Jeffrey Cohen

Online communities paved the way for B2Bs to use third-party social sites

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Facebook

Google+

Twitter

YouTube

B2B companies are starting to use a variety of social networks

Image: Kookkai_nak / FreeDigitalPhotos.net

B2B marketers are willing to lean on multiple sites—not just focuson Facebook

B2B marketers are also using blogs and Google+ more than their B2C counterparts

One reason why LinkedIn is popular is that it has proven effective for B2Bs

It also had a higher visit-to-lead ratio for HubSpot customers

4x6.6x

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Yet there are still varying viewpoints on the value of social for B2B firms

Janet Roberts, CMO at telecommunications technology company Syniverse Technologies, in BtoB Magazine, March 2012

“Right now social actually ranks lowest in how our customers

get purchasing information.”

“Don't think just about Facebook, LinkedIn or Twitter. Rather, think much higher up the chain, about less sexy but more industry-specific channels like forums, bulletin boards and industry-specific networking sites and blogs.”

Jared Gruner, director of integrated strategy and planning at Ogilvy Los Angeles, in BtoB Magazine, March 2012

Lesser-hyped tools like blogs are still valuable for B2B marketers

Best-in-class B2B companies leverage several social media marketing technologies

Lead Generation and Other Goals for Social

Lead generation is a major focus of B2B marketing efforts

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More B2B marketers are turning to social as a tool for lead generation

However, email is still considered a more effective lead generation tactic than social media

What other ways can social media impact a B2B company?

Build the brand’s reputation online

As decision-makers turn to social media earlier and more frequently in the research process, B2B businesses would be wise to have a presence there.

Image: Naypong / FreeDigitalPhotos.net

What other ways can social media impact a B2B company?

Expand customer relationships: Social media has allowed consumers to connect with their friends and family in new ways, and it does the same for business users and their clients.

Thought leadership and education: B2B companies can leverage social media platforms to help them be perceived as thought leaders.

Image: basketman / FreeDigitalPhotos.net

So many elements of social mediamarketing are connected and move toward lead generation

Prospects

General Awareness

Current Clients

Reputation

Expertise

Lead Generation and Sales

Thought Leadership

Image: Sujin Jetkasettakorn / FreeDigitalPhotos.net

Building relationships and awareness can turn into conversions

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Marketers see value in social for thought leadership and customer relationships

“Every time I talk to B2B folks, thought leadership is an area of opportunity that they don’t think about, so we put a lot of emphasis there.” —Trish Nettleship, social media lead for business marketing at AT&T

“We see the value that social media can play in terms of buying decisions and influencing people, particularly when they’re in the early stage in the funnel.” —Paul Cook, CEO of TagMan

Images: Courtesy of Trish Nettleship and Paul Cook

Challenges of Leveraging Social Media in the B2B World

What are B2B marketers struggling with when it comes to social?

1. Resources and time

2. Budgets

3. Getting people to visit company websites

4. Integrating social throughout the organization

Image: David Castillo Dominici / FreeDigitalPhotots.net

Even as more B2B companies use social media, there are hurdles to overcome

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Cisco wants customers to eventually come back to company websites

“We think of third-party social media sites as embassies out in the social media space. But ultimately what we would like to do is drive the audiences back to our Cisco-owned community, where we can engage with them on a deeper level.”

—Laura Powers, senior manager of Collaboration Solutions Marketing at Cisco

Image: Courtesy of Laura Powers

Many best-in-class B2Bs are developing business processes and corporate guidance

B2B social media budgets make up a smaller percentage of total marketing budgets compared to their B2C counterparts

Case Studies and Examples

Case Study:Intel reaches influencers on social

Goals: Connect with influencers knowledgeable about cloud technologyDevelop long-term relationshipsIncrease thought leadership Advance brand advocacy

Image: scottchan / FreeDigitalPhotos.net

Case Study:Intel Reaches Influencers on Social

Strategy:Starting in mid-2011, Intel employees and cloud experts connected with influencers on Twitter, Google+ and via email. “With IT and a technical audience, it’s not about a campaign. These individuals can meet with an expert about the technology and talk the same language.” —Carolina Velis, social media strategist for Intel’s Data Center Connected Systems Group

Intel employees followed 10 influencers posting on social sites, then commented and had a dialogue with them using personal accounts.

Results:Velis said that, thanks to the interaction with Intel, the influencers were more vocal about Intel and the work it was doing.

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Case Study: Key Takeaways from Intel

Find the influencers in your industry and interact with them where they prefer.

Focusing on a specific topic can help simplify your social strategy.

Leverage your employees and teach them how to use social media for their positions.

Gaining influence via various social networks can help your company build its reputation and thought leadership.

Image: Courtesy of Intel

Case Study: Cisco Hosts Concert to Demonstrate Products

Strategy: Promote TelePresence product with a Jewel concert

Cisco, partnering with Marriott and AT&T, hosted Jewel in its Cisco Studio, streamed the concert to 10 locations, and made it available on mobile and Ustream, with conversations happening on Twitter.

Leading up to the concert, Cisco leveraged social media to spread the word, including promoting the event through Jewel’s official Twitter and Facebook accounts.

Cisco’s Goals:Thought leadershipProduct demonstrationBuild buzz for CiscoEngage influencers

Image: Courtesy of Cisco

Results: 100+ viewers, 250+ mobile

viewers Average of 25 minutes

spent watching mobile stream 9,100+ clicks to a Facebook

tab about Jewel concert 1,500+ tweets about the

event Nearly 200 new followers for

@CiscoSPVideo Twitter account

Case Study: Cisco Hosts Concert to Demonstrate Products

Case Study: Key Takeaways from Cisco

Social allows direct connection with customers, which can help demonstrate products.

Social sites can be used to promote new offerings and spotlight current products.

Have a little fun!

“AT&T did see an increase in requests for quotes for TelePresence and closed several sales since the concert.” —Deborah Strickland, social media manager for service provider marketing at Cisco

Case Study: Constant Contact focused on both Facebook and Twitter in 2011

Facebook Goals:Increase network sizeDeepen brand engagementImprove brand awareness

What Constant Contact did:Encouraged customers to ask questionsProvided adviceAsked for feedback and ideas for products and offeringsPolls, Q&As, How-tos

Twitter Goals:Enhance customer serviceAmplify PREngage with marketsAugment educational content

What Constant Contact did:Offered marketing advicePosted links to newsProvided tips for using products and offeringsHad conversations with individuals

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Case Study: Results from Constant Contact

Facebook Results:Post views: 6.5 million in 2011“Likes” up by 6xTotal “likes” and comments were up 400%

Twitter Results:Followers jumped 370% to 39,000Clicks on tweeted links increased 200x and company mentions on Twitter jumped by 30x

But what if you’re not a tech company?

Image and Logo: Courtesy of Hobart

Hobart, Traulsen and Baxter: Get Back to Scratch

Case Study: Hobart, Traulsen and Baxter: “Get Back to Scratch”

Goals: Energize professional bakers around the idea of made-from-scratch items; drive them to a microsite where they could add themselves to a small-business directory

Social Tools: Facebook, Twitter, a blog, blogger outreach

Strategy: GetBacktoScratch.com had how-to advice, recipes, business management tips, video interviews

Celebrity Support: Buddy Valastro of TLC’s “Cake Boss” joined the campaign

Logo: Courtesy of Hobart

Case Study: Results and Key Takeaways from Hobart

Results: Average of 32,000+ monthly unique visitors 1,300+ new social media followers Mary’s Cakes and Pastries of Northport, Ala., won the “Get Back to Scratch Signature Scratch Item” contest Won a BtoB Magazine Social Media Marketing Award

Key Takeaways: Leverage social to connect your customers as a community Turn to consumer-type programs, like contests or sweepstakes Stay true to your company’s mission

Logo: Courtesy of Hobart

Future of B2B Social Media

B2B social media marketing is in its early stages, but can become a mature part of the marketing mix with increased focus

Both B2Band B2C companies are working to better integrate social media within their organizations overall

What social sites and tools should B2B marketers focus on going forward?

LinkedIn, Blogs, Forums. As the more professionally focused social sites, these platforms provide a basis for business conversations on social media.

Facebook and Twitter. These two sites have a lot of users, and B2B marketers should determine how to best use these sites for their business purposes.

Video. Video is a huge part of social media, and B2B marketers can leverage video to post how-tos and other more specific videos.

Google+. With it’s relationship to search and SEO, Google+ is catching marketers’ attention, but how important it will be for overall social strategy is still up in the air.

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Eloqua brings Social to the funnel

ListeningListening

Thought Thought LeadershipLeadership

CommunitiesCommunities

Pre-FunnelPre-Funnel

Social began as a content strategy

Content MarketingContent Marketing Demand GenDemand Gen

But demand gen is quickly getting involved

Demand GenDemand Gen

SOCIAL SUITE

Social Reporting

Social Sign-on

Comments

Twitter Search Facebook Activity

Contact

Q&A Session

How & Why B2B Marketers Are Turning

to Social Media

emarketer webinar: how & why b2b marketers are turning to social media

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