b2b digital_social_media_research_buyer_behaviour
DESCRIPTION
Webcast presentation given in November 2011 in London by John Bottom of Base One in association with B2B MarketingTRANSCRIPT
Joel Harrison Editor
B2B Marketing
John Bottom Head of Content & Communications
Base One Group
Changing times, changing channels: B2B marketing in the digital age
John Bottom, Base One
Research can be a little boring sometimes...
...but it helps us to see what works with real people.
Two important surveys:
The Social Media Benchmark Report
We asked 248 B2B marketers how their organisations were using social media in order to engage buyers during the buying cycle
The Buyersphere Report 2011
We asked 500 UK B2B buyers how they actually used social media channels during the buying cycle
Social Media Benchmark Survey
Are you using social media?
Source: B2B Marketing/Base 2011
Do you have a social media strategy?
Source: B2B Marketing/Base 2011
How do you decide on a social media strategy?
Source: B2B Marketing/Base 2011
How do you prove ROI?
Source: B2B Marketing/Base 2011
We’re doing all the easy thingsWe’re skimming the surface
We’re doing all the easy thingsWe’re skimming the surface
If you want a competitive advantage, the opportunity is there NOW
How is social media being used?
Source: B2B Marketing/Base 2011
Poll #1: Twitter usage.
Source: B2B Marketing/Base 2011
What is your main reason for using Twitter?
1. To broadcast sales messages/offers2. To broadcast non-sales content3. To engage in two-way conversation4. Just to listen5. We don’t use Twitter
How is social media being used?
Source: B2B Marketing/Base 2011
Community Platform
Juniper J-Central
Community Platform
Juniper J-Central
Community Platform
Juniper J-Central
How is social media being used?
Source: B2B Marketing/Base 2011
Real life: the tumbleweed effect
Real life: the nightclub theory
How will marketers’ view of channels change?
Source: B2B Marketing/Base 2011
How will marketers’ view of channels change?
Source: B2B Marketing/Base 2011
How do you compare on Twitter?
Source: B2B Marketing/Base 2011
You are not Justin Bieber
You are not Justin Bieber
14,595,388 followers
Low B2B buying power
Little influence in decision-making
process
Source: Justin Bieber and several million teenage girls
You are a B2B brand
Measure interest and investment of time:
downloadscommentsshares
What are the biggest challenges?
Source: B2B Marketing/Base 2011
Seeking approval
Seeking approval
Base it on customerShow planSmall steps/risksWhat if you don’t?
What are the biggest challenges?
Source: B2B Marketing/Base 2011
Poll# 2: a matter of time
How long do you spend on social media (planning/research/execution)
1. Less than 5% of your time2. Between 5% and 10% of your time3. More than 10% of your time
What are the biggest challenges?
Source: B2B Marketing/Base 2011
The Buyersphere Report 2011
>1,000 business buyers
Purchase over £20,000
Behaviour directly linked to purchase
How do buyers inform their purchases?
Which information channels do B2B buyers use?
Source: B2B Marketing/Base 2011
Which information channels do B2B buyers use?
Source: B2B Marketing/Base 2011
Which information channels do B2B buyers use?
Source: B2B Marketing/Base 2011
The Generation Gap
under 30s over 30s
BLOGS15%
FB18%
BLOGS5%
FB7%
Source: B2B Marketing/Base 2011
A growing thirst for information
Source: B2B Marketing/Base 2011
A growing thirst for information
A growing thirst for information
Social media is coming, but slowlySeparate “content” from “social media”Use your website to the full
What are the biggest challenges?
Source: B2B Marketing/Base 2011
The time/resource issue
The time/resource issue
Centralised content
Structured plan
Hire content creators
Audit your expertise
Poll #3: webinars v seminars
What percentage of the events that you organise are online?
1. We don’t do online events2. Less than 33%3. Between 33 and 66%4. Over 66%
A growing thirst for information
Source: B2B Marketing/Base 2011
The changing world of live events
Source: B2B Marketing/Base 2011
Think hard about the way
you use live events
Influence v usage
Influence v usage
Influence v usage
The data capture debate
Source: B2B Marketing/Base 2011
More than half of buyers really don’t want to talk about themselves...
Lead gen v
brand build
How do users share data?
Source: B2B Marketing/Base 2011
Sharing information
Sharing information
Don’t forget intranets
Or email
Think about formatting
Attitudes towards social media
Hate social media?
Love social media?
Social media is here. Deal with it.
Conclusions
Social media is not the answer.
It is a new option.
Conclusions
Social media has not made your life easier.
It has made it more complicated.
Conclusions
Thirst for information, but this does not necessarily mean
current high use of social media among buyers
Constructive advice?
Separate content from social media: one supports the other.
But they are not the same thing.
Constructive advice?
Centralise and plan your content. It’s too time-consuming to do
otherwise.
And if your content is good, you’re halfway there.
Constructive advice?
Assess audience, messages, resources.
Only then choose the channels in line with your capacity/goals
Constructive advice?
Don’t get left behind.
Constructive advice?
Don’t get left behind.
Don’t over-commit.
Constructive advice?
Don’t get left behind.
Don’t over-commit.
Don’t listen to Justin Bieber
Q A
Type question here
Joel Harrison Editor
B2B Marketing
John Bottom Head of Content & Communications
Base One Group
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to fill out the exit survey
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