b2b social media marketing - really!
DESCRIPTION
Conventional wisdom says that social media isn’t appropriate for business-to-business marketing. Conventional wisdom is wrong. Across the corporate landscape,businesses ranging from banks to high-tech firms to plumbing supplies are successfully applying social media tools to connect with customers, channel partners and suppliers. As they grow more confident with the tools, they’re experimenting with sophisticated applications like social networks and customer co-creation. Learn what the innovators are doing and how you can apply the techniques in your communication programs.TRANSCRIPT
B2B Social Media Marketing – Really!
Paul Gillin, Author
The New Influencers
Secrets of Social Media Marketing
Social Marketing to the Business Customer
Objectives ◦Create awareness for new mainframe
value proposition ◦Increase mainframe awareness with
college students Results
◦>250,000 views of first episode ◦Blog traffic increased 25x◦Analyst, press, blogger coverage
Page 3
The Media in Collapse
2001 2009 Change
Woman’s Day 1.61M 410,000 -74%Redbook 556,300 154,600 -72%Playboy 522,800 203,200 -71%Country Living 380,200 134,900 -64%Nati Enquirer 1.65M 591,300 -64%Reader’s Digest 750,000 270,000 -64%ESPN Magazine 54,350 25,200 -63%
US Magazine Circulation
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
US Newspaper Business
Circulation (000)
Revenues ($000)
Average age of US daily newspaper reader: 57
Reduction in US newsroom staffs since 2001: 45%
Growth in NBC prime time audience, 2008: -14.3%
Age of average network evening news viewer: 63
Page 4
Half of Facebook members log on every day, after which, they they: Post 60 million status updates Upload 3 million photos Stay for 55 minutes
Over on YouTube: 2 billion viewers stop by every day And upload 24 hours of video each minute While using as much bandwidth as the
entire Internet used in 2000
On Twitter: There are 600 million searches daily 300,000 new members sign up each day 50,000 third-party applications ahve been
developedGoogle
New Media Facts
Somewhat nega-tive2%
Neutral16%
Somewhat positive47%
Very positive36%
Perceived ROI of the Com-pany's Social Media Activities
Survey of 105 Marketers, April, 2010
InfluenceInversion
The New Media Landscape
Marathon schedule http://bit.ly/waCMc
Shared bread pudding w/
@skydiver at Mother's. My life
is now complete.
How to Write a 1 Minute Video
Marketing Script
http://ow.ly/17xJE
I'm at Palm Beach International
Airport (PBI, West Palm Beach).
http://4sq.com/4GeLz0
Best press photos of
2009 http://om.l
y/fNhW
I can't find my good black
pants.
Comparing Top Chef Masters Restaurants
#topchef http://is.gd/8q4
hN
How To Get Well Prepared For The Website Creation. http://bit.ly/aTitVC
Page 7
Just One Guy
Estimated monthly traffic: 73,000
Google Indexed pages: 6,490
Alexis ranking: Top .12%
Inbound links: 850,771
Del.icio.us bookmarks: 1,776
New York Times citations: 115
Computerworld citations: 146
InformationWeek citations: 89
Newsletter subscribers: 150,000
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The Way It Was
Page 9
The Way It’s Going
Page 10
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• Value-drive decision-making• Group consensus• “Bet the business”• Long-term relationships• Audience is knowledgeable, engaged, serious• Intense need for information
How is B2B Different?
Page 12
If You’re Not Helping, They’re
Not Listening
Page 14
Cut Out the Middleman
Today, you can take your message directly to your constituents without relying upon media intermediaries
And why would you not want to
do that?
Page 15
Thought Leadership
Page 16
Advise and Inform
Page 18
Blogging for Business
73 blogs
17 bloggers
600% jump in leads
Top quality
“Get engineers talking to engineers and get everyone else out of the middle.”
Rick Short, Marcom Director
Page 19
YouTube
Blogging
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Value of Each Social Media Platform
Least important 2 34 Most important
Mainstays of Social Media
BtoB Magazine Survey of 387 Marketers, April, 2010
Page 20
Today, You Must Be Everywhere
0
25
50
75
100
Value of Specific Marketing Communications Programs – Video Games
Public Relations
Internet Word of Mouth/Viral
In-store/Point of Sale
Direct response
advertising
SocialNetworking
MobileMarketing
General Advertising
Search EngineMarketing
SalesPromotion
EventMarketing Sponsorship
BrandedEntertainment
10 of 14 Tactics Valued Higher Than 50%
Page 21
Before 2006 2007 2008 20090
100
200
300
400
500
600
700
800
900
1000
New
Cumulative
Survey of 105 Marketers, April, 2010
Social Media Adoption by Year, All Platforms
Page 22
Source: Monitor
Prepared For Anything
Page 23
Link Love
Page 24
Spread the Message
Corporate website
Feed Aggregator
Partner website
Email Newsletter
Page 25
Spread the Message
Elements May Include:• News Releases• Video• Photos• Audio• RSS• Comments• Embeds• Downloads
Page 26
AskPatty’s Syndication Wizardry
10M quarterly impressions
100-fold amplification of blog/Web content
CEO developing side business as automotive social media consultant
“My inbox is overflowing every day with people who want speakers, partnerships, training and certifications.”
-Jody DeVere, CEO
• Syndication partners include TwitterMoms, BlogHer, Parenthood.com, SheKnows
• Articles automatically posted to bookmarking sites, multiple Facebook fan pages
• Spokesperson for Rain-X Division of Shell Oil, Mobil1 division of Exxon/Mobil
• Hired for 12-part video series on AutoNet TV
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• Branding• Hiring • Traffic building• Professional networking • Publicity• News• Prospecting• Feedback• Peer relations• Competitive tracking• Search engine optimization• Mobile visibility
$
Source: Sirona Consulting
Uses For Twitter in Business
Page 28
Share Everywhere: Clickable Gurus
Goal Generate Leads
Tactic Build awareness by sharing domain knowledge
Metrics
Unique visits; Online mentions; Referrals; Conversions
Results
2,000% increase in site visitors 300% improvement in buzz index50% increase in customers400% increase in ad billings
Page 29
Thank you!
Paul Gillin
508-656-0734
Site: gillin.com
Blog: paulgillin.com
Twitter: pgillin