ogilvy on: social media for b2b companies
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Social Media for B2B
Moderator
Graham WhiteManaging Director | Howorth Ogilvy Public Relations Sydney
Social Media for
B2B
CompaniesA Red Belt Training
#ogilvyB2B
Twitter Hashtag
Brian GiesenRegional Director | 360 Digital Influence
Ogilvy Public Relations Worldwide
@bdgiesen
Speaker
Jill RuchelManaging Director
@PraxisCafe
Reference: http://bit.ly/dADH0B
No Vendors Responded
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AGENDA
1. Social Media 101: Quick Refresher
2. Who is the “B2B Decision Maker”?
3. Five Myths About B2B & Social Media
4. Six Ways to Engage
5. Practical Next Steps
SOCIAL MEDIA 101
A QUICK REFRESHER
Poll Question:
Do You Have a Profile on Any of These
Social Media Tools:
Friendster
The majority of the world‟s heavy
Internet users are in Asia, 41% of
the world‟s online population, that‟s
about 530 million users. (Source:
Comscore)
More than 450 million across APAC
have participated on social media.
(Source: OgilvyOne)
From age group of 18-34, 73% in
APAC claimed themselves as
bloggers, while only 42% in the US.
Digital APAC
Complex Digital Landscape
B2B
LandscapeSocial
Networks
IT Sites/
Blogs
En
tert
ain
me
nt
Mo
bile
458%Increase of APAC visitors on Facebook
Source: BrandRepublic
IN 2007, 15% OF B2B MARKETERS POLLED SAID
THEY WERE USING SOCIAL MEDIA.
TODAY, THAT NUMBER HAS QUADRUPLED.
DIGITAL AND WORD OF MOUTH AS THE MOST
TRUSTWORTHY SOURCE OF INFORMATION
THE B2B
DECISION MAKER
Miles, CEOLarge Enterprise
Sally, CIO Midmarket
Ruby, IT ManagerSmall Business
Three “B2B” Customers
Miles, CEO Large Enterprise (>1000)
“I will be the one to lead my company into
the future.”
As a CEO of a leading telecommunications company, I have to
remain focused one step ahead of change. I am always on-the-
go, and my assistant is responsible for making sure my email
and appointments are always up-to-date in my mobile as I go
from one meeting to the next
COMMUNICATION CHALLENGES1;2
•Too busy for content that requires time
commitment
•Avoids anything deemed overly technical
•May leave IT decision making to CIO
•May be influenced by prior relationships
INFORMATION NEEDS1;2
•Thought-leadership
•Networking & Peer Insights
•Case studies of proven business strategy
•How multiple arenas (e.g., politics,
stocks, local news) affect his company
CEO
Age: 53
HHI: $415K
Education: MBA,
Location: Hong Kong
FAVORITE BOOKMARKS (WEBSITES)3;6
•Vendor Websites4
•AFR.com
•Smh.com.au
•Asx.com.au
Sources:1RoyMorgan08: Chairman/Managing Director/Head;
$150k+2The Enterprise of the future. IBM Global CEO study.
IBM Study 2008, Making change happen3ABRS2009: Chairman/Chief Executive4CBS Interactive: C-Suite & IT Pro Media Usage, Aug.
20095IBM Growth Markets Unit: The Curious Web; Q2096RoyMorgan08: Men; 40-59; Chairman/MD/Owner;
Internet at Work
•TheAge.com.au
•Google.com.au1
•Qantas.com.au1
•CNN.com
•NineMSN News
•Economist.com
•Bloomberg.com
•LinkedIn5
•Commbank.com.
au
•YouTube
•ANZ.com
•BigPond Email
Miles’ Digital Map (CEO, Large Enterprise)
VirginBlue.com.au
News &Information
TheAustralian.News.com.au Business &
Finance
cathaypacific.com
Shopping &Travel
Entertainment
YouTube
SMH.com.au
DailyTelegraph.news.com.au
Commbank.com.au
AFL.com.auabc.net.au/TV
ANZ.com
Westpac.com.au
ASX.com.au
INGdirect.com.au
Afr.com
Communication
Tools:Outlook
Mobile Phone
BigPond Email
Microsoft Office Online
SBS.com.au
ABC.net.au/news
Ninemsn News
Economist.com
Bloomberg.com
Ebay.com
RealEstate.com
GraysOnline.com.au
.com.au
GoogleMapsWhereIs.com.au
Wikipedia
Sources:ABRS2009: Chairman/Chief Executive; RoyMorgan08: Men; 40-59; Chairman/MD/Owner; Internet at
Work; CBS Interactive: C-Suite & IT Pro Media Usage, Aug. 2009; IBM Growth Markets Unit: The Curious
Web; Q209
BBC.com
AfrMagazine.com
Dailytelegraph.com.au
Sally, CIO (Midmarket)
“I’m focused on strategy. I leave the
purchasing recommendations to my IT
Manager.”
Even though I‟ve been successful at several different
companies, I know that you‟re only as good as your last
quarters‟ growth. With pressure from the CEO to spearhead
enterprise change initiatives, I often look to my peers at other
top companies for thought leadership and insights.
COMMUNICATION CHALLENGES2;3
•Won‟t participate with time consuming
content due to busy schedule
•May be influenced by prior vendor
relationships
•Less likely to use the web for
“entertainment”
USER GOALS1;2
•Information about new technologies that
can reduce the cost of IT
•Opportunities to network with other C-
suite professionals
•Thought-leadership around IT
CIO
Age: 43
HHI: $350K
Location: Sydney
FAVORITE BOOKMARKS (WEBSITES)6;7
Sources:1RoyMorgan08: Chairman/Managing Director/Head;
$150k+2Gartner 2009 CIO Survey, A/NZ results3Forbes Insights, “The Rise of the Digital C-Suite”
06/094CBS Interactive: C-Suite & IT Pro Media Usage, Aug.
20095IBM Growth Markets Unit: The Curious Web; Q2096RoyMorgan08: Men; 40-59; Professional/Manager;
Works in IT; Salary $100k+; Internet at Work 7ABRS2009: Chief Information Officer/Head of IT/IT
Director
•Vendor Websites4
•ZDNet.com.au
•Smh.com.au
•Asx.com.au
•CIO.com.au
•ABC.net.au
•Google.com.au
•Wikipedia.org
•MISAustralia.com
•BBC.com
•Cnet.com.au
•LinkedIn5
•Ebay.com.au
•Qantas.com.au
•Gmail
Sally’s Digital Map (CIO, Midmarket)
Sources:ABRS2009: Chief Information Officer/Head of IT/IT Director; RoyMorgan08: Men; 40-59;
Professional/Manager; Works in IT; Salary $100k+; Internet at Work; CBS Interactive: C-Suite & IT Pro Media
Usage, Aug. 2009; IBM Growth Markets Unit: The Curious Web; Q209
Technology
Sourceforge.net
Qantas.com.au
News &Information
Yellow.com.au
Google.com.au
Google Maps
SMH.com.au/Technology
WhitePages Online
Shopping &Travel
Entertainment
Smh.com.au/Sport
MISAustralia.com
News.com.au
Windows Live Search
CricInfo.com
JetStar.com.au
ZDNet.com.au
Ticketek.com.au
Abc.net.au/TV
BBC.comWikipedia.org
BigPond News
APCMag.com
Cnet.com.au
Domain.com.au
Redbook.com.au
Ebay.com.au
Hoyts.com.au
Communication Tools:Lotus Notes
Mobile Phone
Gmail/BigPond/Optus Email
TheAustralian.com.au
Business &Finance
Westpac.com.au
StGeorge.com.au
ASX.com.au
SMH.com.au/BusinessDay
ANZ.com.au
Seek.com.au
GreaterUnion.com.au
CIO.com.au
ComputerWorld.com.au
Ruby, IT Manager, Small Business
“I may be working with a small budget,
but I expect to get the same level of
service as a large company”
The web is the first place I turn to for IT info (or any info)- I
trust the opinions of top bloggers and other IT pros online.
This year, my goal is to find a new IT process to optimize
the sales cycle, ensuring orders go smoothly from the
purchasing interface through fulfillment.
COMMUNICATION CHALLENGES1
•Big vendors won‟t care about his business
•Peers have more influence than vendors
•Avoids vendor Web sites unless it‟s as
engaging as his leisure web activities
INFORMATION NEEDS1;2
•Entertaining and informative content
•Stay up-to-speed with latest technologies
•Networking opportunities and peer
reviews
•Mobile Content
FAVORITE BOOKMARKS (WEBSITES)2
IT Manager
Age: 31
HHI: $80K
Location: Singapore
Sources:1RoyMorgan08: IT Professionals; 100-999
Employees2ABRS2009: IT Manager3CBS Interactive: C-Suite & IT Pro Media Usage,
Aug. 20094IBM Growth Markets Unit: The Curious Web;
Q2095RoyMorgan08: Men; 25-39;
Professional/Manager; Works in IT; Company
size 100-999; Internet at Work
•Vendor Websites3
•ZDNet.com.au
•ASX.com.au
• INGDirect.com.au
•Ebay.com.au
•MISAustralia.com
•ANZ.com
•Google.com.au
•YouTube
•ComputerWorld.co
m.au
•LinkedIn4
•Yahoo!7
•FoxNews.com
•Wikipedia
•Ticketmaster.co
m.au
Ruby’s Digital Map (IT Manager, Small Business)
Sources:ABRS2009: IT Manager; RoyMorgan08: Men; 25-39; Professional/Manager; Works in IT; Company
size 100-999; Internet at Work; CBS Interactive: C-Suite & IT Pro Media Usage, Aug. 2009; IBM Growth
Markets Unit: The Curious Web; Q209
Technology
Sourceforge.net
Qantas.com.au
News &InformationYellow.com.au
Google.com.au
Google Maps
SMH.com.au/Technology
CNN.com
Shopping &Travel
Entertainment
Cricket.com.au
MISAustralia.com
News.com.au
Yahoo!7 Search
YouTubeVirginBlue.com.au
ZDNet.com.au
Ticketmaster.com.au
Abc.net.au/TV
BBC.com
Wikipedia.org
TheAge.com.au
APCMag.com
Cnet.com.au
RealEstate.com.au
CarSales.com.auEbay.com.au
VillageCinemas.com.au
Communication Tools:Lotus Notes
Mobile Phone
Gmail/BigPond/Hotmail Email
WindowsLive/Yahoo!7 Messenger
FoxNews.com
Business &Finance
INGDirect.com.au
Commbank.com.au
TradingRoom.com.au
MyCareer.com.au
ANZ.com.au
Seek.com.au
GreaterUnion.com.au
CIO.com.au
ComputerWorld.com.au
DailyTelegraph.com.au
Ninemsn news
Whereis.com.au
FlightCentre.com.au
AFL.com.au
FT.com
ASX.com.au
AFR.com
BRW.com.au
Poll Question:
Do You Have a Profile on Any of These
Social Media Tools:
Friendster
ANSWERS!
B2B decision makers spend 1% of the time buying.
They now spend the other 99%
researching& talking to
each other.
Image Source: zharpey_row @Flickr
5 MYTHSABOUT B2B & SOCIAL MEDIA
Myth # 1 – Social Media is Just for Kids
Facebook has more than 175 million members, and the fast
growing segment are users over 30 years old.
Nearly three-quarters of baby boomers use a video sharing site,
like YouTube, multiple times every month.
More than four out of five online users are active in either
creating, participating in or reading some form of social content at
least once a month – Forrest/August 2009.
TRUTH:Social Media is Going Mainstream
Myth # 2 – Social Media Doesn’t Apply
to B2B
In 2007, 15% of B2B Marketers said they used social media.
Today that number has nearly quadrupled as 57% of B2B
marketers are currently using some form of social media to
connect customers, create leads, and tap into new sources of
innovation.
In 2009, 51% of B2B Communicators cited brand building/brand
management as the primary objective for social media adoption.
TRUTH:Word of Mouth Has Always Been Important
– Social Media Makes it Visible
Myth # 3 – Social Media is Obscure,
Niche Content
TRUTH:Social Media is a trusted source for many purchase decisions and product opinions – especially in B2B.
Myth # 4 – Social Media is Not Relevant to
Conversion
TRUTH:There is Broad Applicability All Along the
Sales Funnel
Exposure
Response
Interaction
Participation
Discussion
Advocacy
ON
LIN
E E
NG
AG
EM
EN
T
Sample Metrics Business Value
Total Visits, Page Views,
Visitors, Segment by channel /
media tactic, Repeat visitors
Tells us a story about the universe
exposed to the campaign
Organic Search (by Engine /
Keyword), Referring Site Traffic,
Organic vs. Driven traffic %, Top
Content Viewed, Web Content
Analysis
Tells us a story about how many of
the audience are raising their hands
to start a relationship with the brand
Pictures created, number of
creations, Sends to Friends,
Store Searches, Product
Views/Interactions
Tells us how many of the campaign
respondents are showing us that they
are more than interested in the brand
Registrations, Shared creations,
„Depth‟ of Conversation, Repeat
Usage, Demographic
Segmentation
Tells us how many of our universe are
showing a longer term relationship
commitment to the brand
Opinions Gathered, External
Blog Comments, Conversation
Sentiment
Shows us how the campaign is
progressing by observing digital
chatter sentiment for the brand
Conversation Chains, Maven
Identification
Helps us to identify brand advocates
who could open up new campaign
tactics
Myth # 5 – Social Media is Not Worth the Risk
TRUTH:For Most B2B Brands, the Benefits Far
Outweigh the Risks
Social media has became a critical component in building
positive relationships.
All of this is built into search results, increasing visibility and
promoting thought leadership to prospective customers.
The OpportunityWith Real Life Examples
Digital Landscape: 6 Areas of Opportunity
Objectives
(✓ = achieve objectives)
Resources Required
(✓ = requires high level of
resources)
Timing / Logistics
(✓ = requires long
time/complexity)
Research
& insights
Upper
funnel
(awarenes
s/interest)
Lower
funnel
(desire and
action)
Staff &
Employees
Content
& Assets
Investment Timing to
Deploy
Complex:
Infrastructu
re/technolo
gy
LISTENING ✓ ✓ ✓ ✓
SEARCH ✓ ✓ ✓ ✓ ✓ ✓ ✓
CONTENT(creation & distribution)
✓ ✓ ✓ ✓ ✓ ✓ ✓
SOCIAL ENGAGEMENT
✓ ✓ ✓ ✓ ✓ ✓ ✓
ANALYTICS (tracking & optimization)
✓ ✓ ✓ ✓
EMERGING MEDIA (mobile, virtual)
✓ ✓ ✓ ✓ ✓
EXAMPLE:
CONTENT CREATION &
DISTRIBUTION
EXAMPLE:
SOCIAL ENGAGEMENT
EXAMPLE:
EMERGING MEDIA
“hp”
Paid
Search
Optimized
Search
“small business server”
EXAMPLE:
SEARCH MARKETING
EXAMPLE:
EMPLOYEE TRAINING
Right. Now?
What Can You Do?
Start Here
1. Have a Clear Objective
Think about what you‟re looking
to achieve from Social Media
Is it measurable?
2. Google Your Primary Brand
What shows up in the top 10
results? Positive vs. Negative?
Which results are from social
media – what do they say?
Start Here (Continued)
3. Start Listening
Setup an account on Twitter and
listen to what people say about your
brand, products
Use Google Blog Search to read
what bloggers are talking about
5. Find Influencers
Who are the people who come up
the most?
Are they widely read? Do they
generate conversation? Are they an
expert in your industry?
Start Here (Continued)
5. Make Yourself Findable
Join LinkedIn
Search for questions on LinkedIn
Answers and listen to what people are
asking
6. Make Your Content Findable
Publish thought leadership in
multimedia as well as text
Use Infographics to explain complex
issues
Seed images on Flickr, videos on
YouTube, decks on Slideshare, etc.
FURTHER READING:
Ogilvy On: Social Media for Crisis Management
Ogilvy On: Twitter for Business
Ogilvy On: Facebook for Business
Social Media in Asia Presentation
APAC Statistics and Research (Asia Digital Map Blog)
”One company that goes with this online-initiated flow is
Ogilvy Public Relations.
”25 China Experts you should follow on
Twitter… Thomas Crampton
“
“
Ogilvy's digital specialist Brian Giesen outlined the best strategies for getting business
results on social networking site Twitter. ”“www.asiadigitalmap.comFor case studies...
CONTACT
Brian GiesenRegional Director | 360° Digital
Influence
Ogilvy Sydney
p +61 2 8281 3853
e brian.giesen@ogilvy.com.au
t @bdgiesen
asiadigitalmap.com
Any Questions?
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