how to reach business decision makers with social media?
DESCRIPTION
Presentation slide deck of a talk about how B2B marketing should be done on social media, where everything fits in the different strategies and what the future will bring. Includes a top 5 of best practices. Created for Microsoft's Community Lync Meeting Find the audio recording here: https://soundcloud.com/coolz0r/microsoft-cleverwood-wavelabTRANSCRIPT
How to reach business decision makers with social media
11/04/2023Miel Van Opstal – [email protected] – +32 472 675 692
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Summary of the story
Social Media Today• Where are we, what counts, who’s using it?
What matters for B2B?• Benefits, strategies, function and context
Social Media Tomorrow• What to expect, how to prepare?
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The connected human
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The social landscape
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Users (potential reach)
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Population
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Population
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Population
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One, two, three strategies
Content strategy
Conversation strategy
Conversion strategy
E-mail marketing strategy
TOP REASONS FOR B2B TO LOOK AT SOCIAL MEDIA
IMG SOURCE:http://media-cache-ec4.pinimg.com/originals/69/bc/18/69bc18532a652395babaaca2d31dd214.jpg
TOP REASONS FOR B2B TO LOOK AT SOCIAL MEDIA
IMG SOURCE:http://media-cache-ec4.pinimg.com/originals/69/bc/18/69bc18532a652395babaaca2d31dd214.jpg
OBJECTIVES OF SOCIAL MEDIA USE
IMG SOURCE:http://media-cache-ec4.pinimg.com/originals/69/bc/18/69bc18532a652395babaaca2d31dd214.jpg
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Buying process completion
In a recent study, CEB’s Marketing Leadership Council and Google found that 57% of the buying process is complete before a B2B buyer ever contacts a salesperson.
(source: http://www.executiveboard.com/exbd-resources/content/digital-evolution/pdf/Digital-Evolution-in-B2B-Marketing.pdf)
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Engagement levels
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How to organize social media?
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Importance of mobile content
64%of decision-makers read their email via mobile devices.
http://www.toprankblog.com/2012/10/b2b-lead-generation-manifesto-infographic/
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Origin of web traffic
Time spent online. (comScore, Dec. 2012)
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Social media influences behaviour
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Good examples: AmEx Open Forum
https://www.openforum.com/
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Good Examples: Geeks On A Plane
http://geeksonaplane.com/
By:AmazonGoogleQualcommMSFT BizsparkPayPal
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Good Examples: Intel Museum of Me
http://www.intel.com/museumofme/l/index.htm
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Good Examples: LinkedIn DocuSign
http://www.marketingsherpa.com/article/case-study/b2b-linkedin-webinar-strategy
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Good examples: IBM Social Business
http://www.ibm.com/social-business/us/en/
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Good examples: Maersk Line
https://www.facebook.com/MaerskLine
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Conclusion
As a brand, you need to deliver meaningful content at the right time, in the right placeto your audience; to engage with them and contributeto their daily lives in order to claim a signification positionin their minds and heartsand to be able to talk about a solid consumer relationship.
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Painful truth
http://www.marketingtechblog.com/mobile-appeal/
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Questions?
Thank you !
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Miel Van OpstalSenior Consultant – Digital, Social and MobileDirect: +32 2 888 79 34Mobile: +32 472 675 692 [email protected] @coolz0r
Cleverwood – Rue des Pères Blancs, 4 – 1040 Brussels – Belgiumwww.cleverwood.be