This presentation highlights reasons behind why B2B Manufacturers should venture in social media engagement. With Google implementing rules of Humming Bird search engine, the future of search will depend on social shares rather than back links. This change would emphasis on social engagement for B2B brands to rank themselves on search engine. B2B Manufacturers have to use a mix of different techniques on social media for engagement like Video marketing Engagement on Facebook participation on LinkedIn discussion forums

1. Moses Gomes, Digital marketing Expert
Social Media for B2B
Manufacturing Industry
Moses Gomes

2. Moses Gomes, Digital marketing Expert
Future of Search Engine
• Early this year Google announced launch of
Humming Bird (HB) search engine
• This algorithm changes how Google interprets
search and factors that drive rankings
• Social shares are important in rankings now
• HB Values quality content that is relevant,
authoritative and shareable

3. Difference between SEO & SMO
Search Engine Optimization
• SEO strategies aim to bring more
people to website by improving
your search rankings
• SEO helps to generate just
enquiries
• SEO focuses on more backlinks to
website for ranking of keywords
• Doesn’t offer organic social
reviews for word of mouth
marketing
• In future SEO might not work,
since most search engines are
changing their algorithms, will
impact search ranking.
Social Media Optimization
• SMO is carving out presence and
reputation for business on
interactive social networks.
• SMO help to strengthen brand and
boost visibility, thereby generating
new clients and increasing sales
• SMO helps to cut through all the
noise on search engine and reach
target market in a meaningful way
• Offers social reviews for word – of
– mouth publicity
• Since SMO depends on users,
algorithm doesn’t have any impact
on ranking

4. Moses Gomes, Digital marketing Expert
Why should B2B focus on Social Media?
• Helps to identify clients, based on profiles
• Helps to initiate initial discussion with the client
• B2B sales process involves lot of different
stakeholders, like commercial head, QA and
purchase managers. SM helps them, to learn
more about YOU and how YOUR strengths align
with their requirements
• Average sales cycle is long and SM helps to be in
touch with stakeholders during this process to
influence their decision

5. B2B vs. B2C Social Media Strategies
B2B Marketing
• Relationship Driven
• Small, but focused market
• Longer sales cycle as
customization is involved
• Educational awareness
required for conversion
• Buying decision is based on
rational mindset
• Experiences high frequency
of repeat orders
B2C Marketing
• Product Driven
• Large target market
• Single step buying cycle,
impulsive buying
• Point of purchase and visual
display is important
• Buying decision is emotional
• Cannot ascertain repeat
order frequency

6. Methods Used for B2B Social Media
Marketing

7. Moses Gomes, Digital marketing Expert
Present Social Media Strategy of B2B
• Most B2B manufacturers lack
genuine human element in social
media engagement.
• Lack of human or real people makes
B2B social media engagement boring
for followers / visitors / customers as
its like talking to robots.
• This makes it essential for the B2B
Brand to humanize the brand on
social media & content marketing.

8. Moses Gomes, Digital marketing Expert
B2B Social Media Problems
• Most B2B manufacturer hire someone who is
experienced in their specialty but not expert at social
media
• Though it is important but, having a social media
expert who can engage with probable customers,
through updates and manage irritated customers
through offline engagement can change the perception
towards the brand.
• In today’s economy its hard to get new customers, so
pitching to existing customers and engaging with them
will help to earn leads and spread word or mouth
publicity about openness of organization

9. Moses Gomes, Digital marketing Expert
B2B Social Media Problems cont..
• B2B Manufacturing brands engage on social
media with the objective of LEADS, rather than
ENGAGEMENT
• The problem is
– Leads never come first, engagement and dialogue
comes first, leads are just by product of engagement
– Usually B2B focus on LEADS since they never think
about innovative angle to promote their brand or
products. If they can come with new ideas which
would change the boring angle to unboring one, can
help in engagement
– First of all, company should aim for presence.

11. Moses Gomes, Digital marketing Expert
How Social Media can help B2B
• Manufacturers should use social media as an
opportunity to solicit ideas and engage in dialogues.
Find out from customers how to improve a product, or
get input from engineers on how to tweak designs.
• Only those companies that have aligned social media
with their core business plans and expansion goals will
see the rewards from becoming a social media
business.
• B2B social business will take place – in large part – on
global professional networks such as LinkedIn

13. Moses Gomes, Digital marketing Expert
Maersk case study
Company Background: Maersk is a Danish shipping company that
started marketing on social media in 2011 with initial goals to
understand market insights for increasing brand awareness and offer
better customer service.
Campaign: After gaining insights about market, in 2012, Maersk
decided to launch campaign to convert their followers to leads. Over
the period, the company had identified channels to engage and
content for building story. The company understood that
communication would largely involve through pictures.
The Story: It is very difficult for many shipping companies to arrive to
the Port of St. Petersburg on time when the Baltic Sea freezes over
every year. This is Maersk’s selling point – their line is adept at
navigating these icy waters. The Maersk social media team tried a
layered approach. First, they hooked their audience with intense
photos of their cargo and ships intensely iced

16. Moses Gomes, Digital marketing Expert
Maersk case study – contd..
• Then, within the copy, they linked to an article that
solves a common problem their community faces
• How shipping companies can battle the freeze during
the winter months.
• Within the article, followers can download a brochure
about their anti-freeze services.
• Each ‘download’ instantly became a lead in their
system and a local sales team would be notified.
• The Maersk campaign was able to collect 150 unique
leads, which is considered a substantial amount for
their industry.

17. Moses Gomes, Digital marketing Expert

19. Moses Gomes, Digital marketing Expert
Implement Social Media Policy
• Implement Social media do’s
and don'ts policy for internal
and external communications
• Policy should align with
company vision to engage
with stakeholders
• Involve employees to engage
with stakeholders on social
media for dialogue

22. Moses Gomes, Digital marketing Expert
• LinkedIn is undoubtedly
the best social network
for creating B2B
connections.
• Marketers should create a
business profile and a
LinkedIn company page,
and also create and join
LinkedIn groups.
• 91% of B2B marketers use
the social network and
most of them believe in
its efficacy.

23. Moses Gomes, Digital marketing Expert
• B2B marketers rank YouTube as the second most effective
social network after LinkedIn. This is not surprising
considering that YouTube gets over 1 billion unique visits
every month.
• YouTube lets manufacturing companies tell the story behind
their brand and provide educational industry content in a
video format.
• The videos posted should include anything from how-to
videos, product introductory videos, or product feature
videos.

24. Moses Gomes, Digital marketing Expert
• Facebook is more laid back than LinkedIn, and it principally
favors consumer oriented relationships.
• Manufacturers can still create meaningful connections on
Facebook. Manufacturers in this case have to create a
company profile on Facebook with an aim of gaining ‘likes’,
and to grow their fan base.
• On Facebook, as a manufacturer, you don’t have to share
everything with the consumers. Instead, focus on more
positive brand-solidifying messages.
• This should be accompanied by plenty of product photos,
posts, graphs and videos. Set up sharing competitions etc.
and watch as your fans act as your brand ambassadors.

25. Moses Gomes, Digital marketing Expert
• Social networks work best
as a two-way conversation,
because they will allow you
to share your company’s
content and gain customers’
feedback.
• Linkedin and Facebook are
the most active social
networks.
• Product forums also offer
invaluable insight from
customers on their biggest
concerns.

27. Moses Gomes, Digital marketing Expert
Social media should complement
other marketing channels
• Jay Baer insists that ‘content is fire, and social media its
fuel’.
• Most businesses now share or engage in some form of
content marketing. Content curation increases the
likelihood that consumers will consume your content.
• And sharing the content you’ve curated on your social
channels will give a manufacturing company an added
marketing advantage over the competition.
• Social media marketing flawlessly integrates with other
inbound marketing methods including e-newsletters
and blogging.

29. Moses Gomes, Digital marketing Expert
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