creating a social business for b2b companies

Creating a Social Organization

Paul Gillin

Author:

The New Influencers

Secrets of Social Media Marketing

Social Marketing to the Business Customer

Click to edit Master title style

Twitter: @pgillinTwitter: @pgillin

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



152 million - Number of blogs on the Internet.

100 million - New Twitter accounts 25 billion – Number of tweets sent 600 million - Facebook members at end

of year. 750 million - Facebook members today 30 billion – Items shared on Facebook

per month. 48 – Hours of video uploaded to

YouTube every minute. 3 billion – YouTube views per day 38,000 – Google searches per second 100 – Percentage growth in over-55

Facebook users, last 12 months 79.3 – Percentage of LinkedIn users

over age 24

New Media Facts

*Source: Marketing Sherpa: How Business-to-Business Buyers Use Search



Marathon

schedule http://bit.ly/waCM

c

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/8q4h

N

How To Get Well Prepared For The Website Creation. http://bit.ly/aTitVC

I'm at Palm Beach International

Airport (PBI, West Palm Beach).

http://4sq.com/4GeLz0

Comparing Top Chef Masters Restaurants

#topchef http://is.gd/8q4h

N

The New Media Landscape



InfluenceInversion



Just One Guy

Estimated monthly visitors: 73,000

Google Indexed pages: 5,970

Alexa ranking: Top .15%

Linking domains: 13,085

Twitter followers: 7,336

New York Times citations: 338

Computerworld citations: 360

InformationWeek citations: 169

Newsletter subscribers: 150,000



The New Financial Influencers

http://rortybomb.wordpress.com/

http://www.econbrowser.com/

http://delong.typepad.com/

http://www.businessinsider.com/

http://www.freakonomics.com/



Where You Gonna Stay?



This Can Be a Problem…



Glass HousesGlassdoor.com (left) enables employees to review their employer and swap salary information

The Consumerist (below) posts complaints from consumers. It gets 1M visits/month and is owned by Consumers Union

http://www.glassdoor.com/



…Or An Opportunity



Where You Gonna Stay?



Running Scared

An informal survey of 20 of the most prominent corporate blogs during October, 2008 found that only two – and just one in the United States — even bothered to mention the troubles on Wall Street. On September 18 – the day after the Dow suffered its single largest one-day decline in history Wells Fargo devoted an entry to a travel video.



What Should Be Our Social Media Strategy?



Well, Do You Have A…

Hammer strategy?Plumbing strategyLandscaping strategy?Copier strategy?Stapler strategy?

Social Media are just a bunch of tools, and tools are useless unless you have a defined need for them.



Flipping the Funnel

17

Respond & Iterate

Invite Engagement

Listen

Go Where the People Are



No, It’s About…

Thought Leadership



Demonstrating Authority

Today, you can take your message directly to your constituents without relying upon media intermediaries

And why would you not want to do that?



Being Helpful

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% jump in buzz index50% increase in customers400% increase in ad billings

Clickable’s Gurus



Explaining Insurance in 30-sec. Spots



Creating Community

“I get more readers on American Express Open Forum that I do in any media outlet.”

Shel Israel, AuthorNaked Conversations and Twitterville



OUTBOUND

Bottom-up lead gen

Enhanced lead qualification

Multiple points of engagement

New World Prospecting

INBOUND

SEO

Blogs

Twitter

Content Premiums

Word of Mouth



If You’re Not Helping, They’re Not Listening



Lower Cost Per Lead

HubSpot 2011 State of Inbound Marketing Study

http://www.slideshare.net/HubSpot/the-2011-state-of-inbound-marketing

http://www.slideshare.net/HubSpot/the-2011-state-of-inbound-marketing



Conversation…



…Drives Leads for CareOne



March 30Prospect reaches website

through search query "small business accounting," views four pages and subscribes to

newsletter.

April 4Prospect responds to e-mail

invitation for "Choosing Small Business Accounting

Software" webcast 30 minutes after e-mail is sent.

April 9Prospect attends webcast,

stays 45 minutes and submits a question related to legal

practices.

April 10Prospect clicks link in webcast

summary e-mail to visit product description page. He

downloads PDF of product brochure about software for

legal practices.

April 12Prospect downloads trial

version of your small business accounting software for legal

practices.

Oh, the Things That You Know!



38

99137

187

38

137

274

461

Before 2006 2007 2008 2009

New Cumulative

Social Media Platform Adoption by Year

Source: Awareness Networks/ Paul Gillin

Multi-Platform Strategy



Social Networks: Are Your People Online?

• Look for early adopters on Linkedin• Evaluate their sophistication by checking group

memberships and recommendations• Search Google for influencers at your company using Twitter



Promote Remarkable People

Bill Hill, Microsoft



Invest in Digital Literacy

Leadership• Business Case• Competitive Landscape• Realistic Goals

Management• Opportunities and Threats• Managing Goals to

Channels• Calculating ROI

Employees• Overarching Strategy• Objectives• Best Practices

Rather than taking a one-size-fits-all approach to social media training, build literacy inside the organization by tailoring

training to the needs and priorities of the participants



How Dell Creates a Social Organization

Marketing 2002: Social Media Principles

Marketing 2003: Tactics and Tools

Marketing 2005: Supporting the Brand

Three Foundation Courses

Plus One Platform of Choice

Marketing 2006: Building Relationships

on Facebook

Marketing 2007: Twitter Best Practices

Marketing 2008: Dell Communities

Marketing 2016: LinkedIn

= Dell Social Media and Communities (SMaC)

Certification

Just a Word About ROI



Who Says Financial Services Are Boring?



Types Of Financial Impact

A. Revenue B. Costs Avoided

Anything that leads to A or B,But only if you can directly

equate its value to an action



These Are NOT ROI

Website Visitors

Click-throughs

Store visits

Press coverage

“Buzz”

Employment applications

Retweets

FaceBook friends

Blog comments

Video views

Twitter followers

Impressions

Friends

Coupons distributed

But if you can quantify their financial impact, you have ROI



Basic Business Metrics

Lifetime Value of a Customer = (Longevity * Revenue) * Margin

Conversion Rate = New Customers/ Visits or Leads

Value of a Lead/Visitor = Visitor * Conversion Rate * Lifetime Value



The average person who vacations at a Disney Resort spends $62,000 on Disney vacations during his/her lifetime.

Lifetime Value of a Customer

Disney can use this information to assign value to any tactics it uses to attract visitors.



Applying ROI: Value of a Visitor

Monthly Visitors

10,000

Conversion Rate

.5%

Lifetime Value $5,000

Calculation (10,000 * .005 * 5)/10,000

Value of a Visitor $25



Value of Twitter

• You send 50 tweets a month…• Generating 1,000 visitors to

your website…• 2% of whom become leads…• 5% of whom become

customers.

Therefore, the value of a tweet is:

(1,000 * .02 * .05 * 5000)/50 = $100



Paul Gillin

508-656-0734

[email protected]

Site: gillin.com

Blog: paulgillin.com

Twitter: pgillin

Thank You!