how to reach business decision makers with social media?

How to reach business decision makers with social media

11/04/2023Miel Van Opstal – miel.vanopstal@cleverwood.be – +32 472 675 692

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Summary of the story

Social Media Today• Where are we, what counts, who’s using it?

What matters for B2B?• Benefits, strategies, function and context

Social Media Tomorrow• What to expect, how to prepare?

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The connected human

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The social landscape

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Users (potential reach)

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Population

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Population

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Population

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One, two, three strategies

Content strategy

Conversation strategy

Conversion strategy

E-mail marketing strategy

TOP REASONS FOR B2B TO LOOK AT SOCIAL MEDIA

IMG SOURCE:http://media-cache-ec4.pinimg.com/originals/69/bc/18/69bc18532a652395babaaca2d31dd214.jpg

TOP REASONS FOR B2B TO LOOK AT SOCIAL MEDIA

IMG SOURCE:http://media-cache-ec4.pinimg.com/originals/69/bc/18/69bc18532a652395babaaca2d31dd214.jpg

OBJECTIVES OF SOCIAL MEDIA USE

IMG SOURCE:http://media-cache-ec4.pinimg.com/originals/69/bc/18/69bc18532a652395babaaca2d31dd214.jpg

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Buying process completion

In a recent study, CEB’s Marketing Leadership Council and Google found that 57% of the buying process is complete before a B2B buyer ever contacts a salesperson.

(source: http://www.executiveboard.com/exbd-resources/content/digital-evolution/pdf/Digital-Evolution-in-B2B-Marketing.pdf)

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Engagement levels

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How to organize social media?

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Importance of mobile content

64%of decision-makers read their email via mobile devices.

http://www.toprankblog.com/2012/10/b2b-lead-generation-manifesto-infographic/

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Origin of web traffic

Time spent online. (comScore, Dec. 2012)

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Social media influences behaviour

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Good examples: AmEx Open Forum

https://www.openforum.com/

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Good Examples: Geeks On A Plane

http://geeksonaplane.com/

By:AmazonGoogleQualcommMSFT BizsparkPayPal

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Good Examples: Intel Museum of Me

http://www.intel.com/museumofme/l/index.htm

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Good Examples: LinkedIn DocuSign

http://www.marketingsherpa.com/article/case-study/b2b-linkedin-webinar-strategy

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Good examples: IBM Social Business

http://www.ibm.com/social-business/us/en/

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Good examples: Maersk Line

https://www.facebook.com/MaerskLine

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Conclusion

As a brand, you need to deliver meaningful content at the right time, in the right placeto your audience; to engage with them and contributeto their daily lives in order to claim a signification positionin their minds and heartsand to be able to talk about a solid consumer relationship.

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Painful truth

http://www.marketingtechblog.com/mobile-appeal/

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Questions?

Thank you !

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Miel Van OpstalSenior Consultant – Digital, Social and MobileDirect: +32 2 888 79 34Mobile: +32 472 675 692 Miel.vanopstal@cleverwood.be @coolz0r

Cleverwood – Rue des Pères Blancs, 4 – 1040 Brussels – Belgiumwww.cleverwood.be