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Social Media for B2B What Works – and What Doesn’t – In The Tech Sector

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Page 1: Social Media for B2Bapps.prsa.org/network/Communities/Technology/... · What B2B buyers want via social media # ... These decision-makers also use social media to share the content

Social Media for B2B�

What Works – and What Doesn’t – In The Tech Sector�

Page 2: Social Media for B2Bapps.prsa.org/network/Communities/Technology/... · What B2B buyers want via social media # ... These decision-makers also use social media to share the content

David Smith�

2�

Creative Director, McClenahan Bruer�[email protected]�@davidtweets��McClenahan Bruer, or McBru to our friends, is a full-service, integrated tech B2B marketing agency. It’s all we do, so we do it extremely well. We sharpen strategy. We build, deploy and ride herd on programs. We scrutinize results to build a springboard to even better results.��Strategy + creativity + innovation. That’s how we add up.��www.mcbru.com��

Page 3: Social Media for B2Bapps.prsa.org/network/Communities/Technology/... · What B2B buyers want via social media # ... These decision-makers also use social media to share the content

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Social Media for Tech B2B Buyers�

o WHAT DO THEY WANT?�•  Tech B2B content needs�

o HOW SHOULD YOU ENGAGE WITH THEM?�•  Tools and tactics to address the needs�

o WHAT SHOULD HAPPEN?�•  Defining analytics, goals and KPIs�

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Page 4: Social Media for B2Bapps.prsa.org/network/Communities/Technology/... · What B2B buyers want via social media # ... These decision-makers also use social media to share the content

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B2C vs. B2B�

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Social contact� Awareness� Intent� Action� Satisfaction�

One decision makerSeconds, minutes, days�

A s In A S

B2C�

Many influencers and decision makersDays, weeks, months�

B2B�

Page 5: Social Media for B2Bapps.prsa.org/network/Communities/Technology/... · What B2B buyers want via social media # ... These decision-makers also use social media to share the content

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Why join the conversation early?�

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Page 6: Social Media for B2Bapps.prsa.org/network/Communities/Technology/... · What B2B buyers want via social media # ... These decision-makers also use social media to share the content

We’re in the information business.�

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Be in the right place�At the right time�With the right information.�

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Page 7: Social Media for B2Bapps.prsa.org/network/Communities/Technology/... · What B2B buyers want via social media # ... These decision-makers also use social media to share the content

What do tech B2B professionals want?�

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Page 8: Social Media for B2Bapps.prsa.org/network/Communities/Technology/... · What B2B buyers want via social media # ... These decision-makers also use social media to share the content

Don’t market to me�

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Page 9: Social Media for B2Bapps.prsa.org/network/Communities/Technology/... · What B2B buyers want via social media # ... These decision-makers also use social media to share the content

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Tech pros look to other tech pros�

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Page 10: Social Media for B2Bapps.prsa.org/network/Communities/Technology/... · What B2B buyers want via social media # ... These decision-makers also use social media to share the content

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Tech B2B turning to social media�

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Page 11: Social Media for B2Bapps.prsa.org/network/Communities/Technology/... · What B2B buyers want via social media # ... These decision-makers also use social media to share the content

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B2B buyers are searching for information�

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The Demand Gen 2012 “Inside The Mind Of the B2B Buyer” Survey�

72% research solution purchase�

54% follow discussions to learn more about a topic�

24% connected to topic thought leaders�

Page 12: Social Media for B2Bapps.prsa.org/network/Communities/Technology/... · What B2B buyers want via social media # ... These decision-makers also use social media to share the content

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What B2B buyers want via social media�

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#1. Respond to questions�#2. Resolve issues�#3. Provide specs�#4. Share reviews/rankings�#5. Let them review products�#6.�Take their feedback and opinions�

Page 13: Social Media for B2Bapps.prsa.org/network/Communities/Technology/... · What B2B buyers want via social media # ... These decision-makers also use social media to share the content

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B2B buyers want lots of information�

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Page 14: Social Media for B2Bapps.prsa.org/network/Communities/Technology/... · What B2B buyers want via social media # ... These decision-makers also use social media to share the content

�davidtweets��������� �����

Ask them what they want�

#8�

Page 15: Social Media for B2Bapps.prsa.org/network/Communities/Technology/... · What B2B buyers want via social media # ... These decision-makers also use social media to share the content

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B2B audiences like video�

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Page 16: Social Media for B2Bapps.prsa.org/network/Communities/Technology/... · What B2B buyers want via social media # ... These decision-makers also use social media to share the content

How should you engage with them?�

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Page 17: Social Media for B2Bapps.prsa.org/network/Communities/Technology/... · What B2B buyers want via social media # ... These decision-makers also use social media to share the content

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Tech B2B pros favor LinkedIn�

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“LinkedIn and YouTube are the most popular social networking services [for engineers].” �- UBM Tech Mind of the Engineer, 2012�

Page 18: Social Media for B2Bapps.prsa.org/network/Communities/Technology/... · What B2B buyers want via social media # ... These decision-makers also use social media to share the content

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B2B marketers use LI, FB, Twitter�

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Page 19: Social Media for B2Bapps.prsa.org/network/Communities/Technology/... · What B2B buyers want via social media # ... These decision-makers also use social media to share the content

�davidtweets��������� �����

Build a network of tech B2B stars�

YOUR CUSTOMERS�YOUR PROSPECTS�YOUR COWORKERS�YOUR BUSINESS PARTNERS�YOUR COMPETITORS��NOW, WHAT ABOUT THE REST OF THE WORLD? FIND THE TOP INFLUENCERS WITH TOOLS: LITTLE BIRD, TELLAGENCE, ETC.���

#$�

Page 20: Social Media for B2Bapps.prsa.org/network/Communities/Technology/... · What B2B buyers want via social media # ... These decision-makers also use social media to share the content

Example: Little Bird�

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Page 21: Social Media for B2Bapps.prsa.org/network/Communities/Technology/... · What B2B buyers want via social media # ... These decision-makers also use social media to share the content

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Example: Little Bird�

Page 22: Social Media for B2Bapps.prsa.org/network/Communities/Technology/... · What B2B buyers want via social media # ... These decision-makers also use social media to share the content

22�

Example: Little Bird�

Page 23: Social Media for B2Bapps.prsa.org/network/Communities/Technology/... · What B2B buyers want via social media # ... These decision-makers also use social media to share the content

Example: Little Bird�

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Page 24: Social Media for B2Bapps.prsa.org/network/Communities/Technology/... · What B2B buyers want via social media # ... These decision-makers also use social media to share the content

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Let’s give them something to talk about�

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Page 25: Social Media for B2Bapps.prsa.org/network/Communities/Technology/... · What B2B buyers want via social media # ... These decision-makers also use social media to share the content

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Content that B2B marketers offer�

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Top TacticsSocial media (other than blogs)

Articles on own websiteeNewsletters

Blogs

Important Tactics�Case studies�

Videos�Articles on other websites�

In Person Events�White Papers�

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Page 26: Social Media for B2Bapps.prsa.org/network/Communities/Technology/... · What B2B buyers want via social media # ... These decision-makers also use social media to share the content

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Monitor what works and do more�

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o GOO.GL�o BIT.LY�o GOOGLE

�ANALYTICS�o SPROUT�o RADIAN6�o ETC.�

Page 27: Social Media for B2Bapps.prsa.org/network/Communities/Technology/... · What B2B buyers want via social media # ... These decision-makers also use social media to share the content

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B2B buyers share content�

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Page 28: Social Media for B2Bapps.prsa.org/network/Communities/Technology/... · What B2B buyers want via social media # ... These decision-makers also use social media to share the content

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Facilitate “peer power”�

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“The primary barrier to finding credible information is ITDMs’ perception of vendor bias. Not surprisingly, they rely on more trusted sources—friends, business colleagues, and other people in their personal and professional networks—to help them cut through the clutter and gather what they see as trustworthy quality information. ��These decision-makers also use social media to share the content they find valuable.”�

Connecting the Dots Between Content and Sales, IDG Enterprise�

Page 29: Social Media for B2Bapps.prsa.org/network/Communities/Technology/... · What B2B buyers want via social media # ... These decision-makers also use social media to share the content

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Help buyers find answers and each other�

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McClenahanBruer.Tumblr.com�

Page 30: Social Media for B2Bapps.prsa.org/network/Communities/Technology/... · What B2B buyers want via social media # ... These decision-makers also use social media to share the content

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A high-quality peer-peer network�

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Page 31: Social Media for B2Bapps.prsa.org/network/Communities/Technology/... · What B2B buyers want via social media # ... These decision-makers also use social media to share the content

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Encourage conversation with content�

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Page 32: Social Media for B2Bapps.prsa.org/network/Communities/Technology/... · What B2B buyers want via social media # ... These decision-makers also use social media to share the content

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Let the conversation evolve�

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Page 33: Social Media for B2Bapps.prsa.org/network/Communities/Technology/... · What B2B buyers want via social media # ... These decision-makers also use social media to share the content

What should happen?�

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Page 34: Social Media for B2Bapps.prsa.org/network/Communities/Technology/... · What B2B buyers want via social media # ... These decision-makers also use social media to share the content

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Measuring impact�

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Page 35: Social Media for B2Bapps.prsa.org/network/Communities/Technology/... · What B2B buyers want via social media # ... These decision-makers also use social media to share the content

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Example scorecard for social contacts�

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Page 36: Social Media for B2Bapps.prsa.org/network/Communities/Technology/... · What B2B buyers want via social media # ... These decision-makers also use social media to share the content

Another example dashboard�

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Page 37: Social Media for B2Bapps.prsa.org/network/Communities/Technology/... · What B2B buyers want via social media # ... These decision-makers also use social media to share the content

Trending performance�

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Page 38: Social Media for B2Bapps.prsa.org/network/Communities/Technology/... · What B2B buyers want via social media # ... These decision-makers also use social media to share the content

Relative performance�

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Page 39: Social Media for B2Bapps.prsa.org/network/Communities/Technology/... · What B2B buyers want via social media # ... These decision-makers also use social media to share the content

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Absolute performance�

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Page 40: Social Media for B2Bapps.prsa.org/network/Communities/Technology/... · What B2B buyers want via social media # ... These decision-makers also use social media to share the content

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Outputs vs outcomes�

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Page 41: Social Media for B2Bapps.prsa.org/network/Communities/Technology/... · What B2B buyers want via social media # ... These decision-makers also use social media to share the content

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Planning for outputs��

o EDITORIAL CALENDAR�o + EVENTS�o + PARTNER AND CUSTOMER ACTIVITY�o + INDUSTRY NEWS AND EVENTS�o + CHARITABLE CAUSES, PERSONNEL NEWS…�o MIX IT UP – PROMOTION, THANKS, ENGAGEMENT�

o SOCIAL MEDIA IS “PEOPLE TO PEOPLE”�

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Page 42: Social Media for B2Bapps.prsa.org/network/Communities/Technology/... · What B2B buyers want via social media # ... These decision-makers also use social media to share the content

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Being Social Pays Off�

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Page 43: Social Media for B2Bapps.prsa.org/network/Communities/Technology/... · What B2B buyers want via social media # ... These decision-makers also use social media to share the content

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Start With a Social Media 360�

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Assess�

Analyze�

Recommend�

Page 44: Social Media for B2Bapps.prsa.org/network/Communities/Technology/... · What B2B buyers want via social media # ... These decision-makers also use social media to share the content

Social Media for B2B�

What Works – and What Doesn’t – In The Tech Sector�

David Smith, [email protected]@davidtweets�