b2b social media marketing – really!

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“B2B Social Media Marketing – Really!” Paul Gillin November 7, 2013

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Conventional wisdom says that social media isn't appropriate for B2B marketing. Conventional wisdom is wrong. B2B companies were actually some of the first to adopt social media tools broadly and to discover the benefits of rich, ongoing customer conversations. B2B social media doesn't have the glamour and sex-appeal of big consumer campaigns like the Old Spice man, but Web 2.0 technologies are already firmly entrenched in firms ranging from commodities exchanges to high-tech vendors to sellers of construction supplies. This presentation was delivered to the attendees of Godfrey's FWD:B2B conference on November 7th, 2013

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  • 1. B2B Social Media Marketing Really! Paul Gillin Social Media Trainer, Profitecture Author: The New Influencers Secrets of Social Media MarketingSocial Marketing to the Business Customer Attack of the Customers

2. The Media in Collapse Average age of US daily newspaper reader: 57 Reduction in US newsroom staffs since 2001: 45% US Magazine Circulation2001Womans Day2009ChangeAge of average network evening news viewer: 63410,000-74%RedbookGrowth in NBC prime time audience, 2008: -14.3%1.61M 556,300154,600-72%Playboy522,800203,200-71%Country Living380,200134,900-64%1.65M591,300-64%Readers Digest750,000270,000-64%ESPN Magazine54,35025,200-63%Natl Enquirer 3. New Media Facts 59,000 Google searches per second 108 Hours of video uploaded to YouTube every minute 500 - Hours of YouTube video watched on Facebook every day 2.5 billion Daily Facebook shares 400 million Tweets per day 40 - % of smart phone users who have comparison shopped in-store 3 million New blogs each month 20 % of Facebook users over age 55 18 % of Facebook users under age 24Source: University of Mass. Center for Marketing Research study of large businesses, 2012 4. Traditional Media 5. The New Media Landscape 6. Why Does Search Matter? Number of searches Americans conduct each month: 15.4 billion Avg. number of words in a Google search: 3.2 Percentage of Google searches that have never been done before: 20 Percentage of B2B buyers who turn first to a search engine to locate information: 79Chart source: AJ Kohn, BlindFiveYearOld.com 7. What One Guy Can Do Monthly traffic: 73,000 Inbound links: 850,771 Google Indexed pages: 6,490 Alexis ranking: Top .12% Del.icio.us bookmarks: 1,776 Newsletter subscribers: 150,000 Citations New York Times: 115 Computerworld: 146 InformationWeek: 89 8. InfluenceInversion 9. The Sales FunnelSuspectsQualified Prospects Hot Prospects New Clients Image Credit: Retail Sales Systems, LLC 10. Has Been Flipped Respond & IterateInvite Engagement ListenGo Where the People AreImage Credit: Retail Sales Systems, LLC 11. and FlattenedSource: Monitor Group 12. Where You Gonna Stay? TripAdvisor had 108 million monthly unique visitors in the third quarter of 2013. It hosts more than 125 million reviews and operates in 30 countries. Yelp had an average of 117 million monthly unique visitors in the third quarter of 2013. It hosts over 47 million customer reviews 13. How B2B is Different Value-drive decision-making Group consensus Bet the business Long-term relationships Audience is knowledgeable, engaged, serious Intense need for information 14. The New Currency of B2B Commerce isTRUST Stephen Russell, 3VRBill Hill Microsoft Clickables Gurus 15. Social Value Cycle What you knowWhat you are known forWho you knowWho knows you 16. New World Prospecting INBOUNDOUTBOUNDSEOBottom-up lead genBlogsEnhanced lead qualificationTwitter Content Premiums Word of MouthMultiple points of engagement 17. Lower Cost Per Lead 18. Lead Gen Excellence Intermetallic Pop Solder PasteAlloys SolderAlloys SolderMetallization Paste Head In Pillow Dipping Flux Gallium Alloy @pgillinIndium Tin OxideNanoFoil Heat SpringAntimony SolderCopper Indium GalliumGold Indium 19. A Reader is a LeadEach blog has the option to ask a question of the engineer Results: 600% jump in leads Top quality Get engineers talking to engineers and get everyone else out of the middle. Rick Short, Marcom Director 20. Failure to Communicate B2B Market Messages and Customer Preferences Cares about dialogue with customers Acts responsibly across supply chainHonest and open dialogue, which customers considered most important, was one of the three themes not emphasized at all by the 90 companies in our sample. --McKinseyCustomer preference B2B messagesHas high level of specialist expertise Fits well with my values Is a leader in its field Provides a broad product portfolio Is a driver of innovation Promotes sustainability Promotes diversity and equal opportunity Has global reach Shapes direction of the marketCorporate social responsibility Has low prices -100102030405060708090100Source: How B2B companies talk past their customers, McKinsey & Co., October, 2013 21. Personal Touch Impact of Personal Value on B2B Purchase Outcomes Don't See Personal Value 100.0% 90.0% 80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0%See Personal Value 22.6% 8.5%71.0% 68.8%B2B buying is extremely personal because purchases involve a variety of perceived personal risks such as losing credibility, time or even a job. These emotions translate into a higher purchase likelihood among those who recognize a brands personal value.Will purchase Will pay a higher price Source: From Promotion to Emotion Connecting B2B Customers to Brands, CEB Marketing/Leadership Council & Google, October, 2013 22. Map Content to Sales Stages White paper, eBook, Analyst report, Publication, Blog, Article, Tweet, PodcastSuspects Goal: Optimize sharingQualified Prospects Case study Video testimonial Guided tour Product demo Webinar Press coverage Glossary ROI calculatorFree trial/Consultation, Help desk, Chat, Forum, Training, Usage tips, Contact informationGoal: Demonstrate expertise, experienceHot Prospects Goal: Address lingering doubts; reinforce expertiseNew Clients Goal: Validate decisionImage Credit: Retail Sales Systems, LLC 23. HOW CAN I SHARE? 24. Givin It All Away: HubSpot, Marketo & Eloqua 25. Content Need Never DieAll-time most-viewed presentations on SlideShare3 years1 year2 years1 year9 months4 months1 year2 years 26. Spread the Message Corporate websiteFeed AggregatorPartner websiteEmail Newsletter 27. Twitter Excellence: CME Group 28. Community Excellence: Ridgid Forum 29. YouTube Excellence: Corning 30. How Emerson Has Done It 31. Big Digital Footprint Pictures PodcastsVideosPresentationsSource: Jim Cahill 32. And the Leads Come In I have an e-mail on my wall from a company that asked us to bid on a nine-figure deal next to a sign that asks Is there any value in blogging? Jim Cahill Blogger, Dir. Of Social Media Emerson Process Experts 33. Thank you!Paul GillinSite: gillin.com508-656-0734Blog: [email protected]: pgillin