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B2B Social Media –
 A Backgrounder
    by robin frank
   beep beep media
      April 2012
Part 1:
Overview of B2B Social Media
Latest Data
• B2B companies that blog generate 67% more leads/month
  than those who do not.
• 69% of B2B marketers are shifting their budgets toward social
  media.
• B2B companies that blog more than 4x/week see the biggest
  increase in traffic and leads, according to @HubSpot
• 51% of B2B marketers plan to increase their spend on content
  marketing, per @MarketingProfs
• 86% of #B2B companies are using social media
• Top use of B2B social media is for thought leadership at 60%,
  per @btobmagazine
Latest Data (continued)
• B2B companies are more likely to use Twitter than B2C
  companies: 75% vs 49%, per @businessdotcom
• 41% of B2B companies are acquiring customers through
  Facebook.
• 39% of B2B marketers say blogging is their most valuable
  content asset, per @eMarketer
• 60% of B2B marketers cite thought leadership as #1 reason to
  use social media, per @btobmagazine
• Social media helps B2B marketers improve search results
• B2B social media spending set to explode to $54M over next 5
  years per @Forrester
Social Media Statistics
• Twitter
   – 225 million – Number of Twitter accounts
   – 100 million – Number of active Twitter users in 2011
   – 250 million – Number of tweets per day (October 2011)
• LinkedIn
   – As of December 31, 2011 (the end of the fourth quarter),
     professionals are signing up to join LinkedIn at a rate that is faster
     than two new members per second.
   – As of February 9, 2012, LinkedIn operates the world’s largest
     professional network on the Internet with more than 150 million
     members in over 200 countries and territories.
   – Executives from all Fortune 500 companies are LinkedIn members
Social Media Statistics
• YouTube
   – 60 hours of video are uploaded to YouTube every minute (more video
     uploaded in past month than three big TV networks in the past 60
     years).
   – YouTube gets 4,000,000,000 page views a day, which adds up to
     1,000,000,000,000 a year.
   – YouTube has 800,000,000 users (about the same as Facebook) who
     watch 3,000,000,000 hours of video a month.
   – YouTube Average viewing session remains a low 15 minutes
• Blogs
   – 70 million – Total number of WordPress blogs by the end of 2011
The Rise of the B2B Social Buyer
• Relies on social
  media and online
  communities during
  the purchase
  process.
Solution Provider Credibility is also
               on the Rise
• B2B solution providers
  need to create fact-based
  customer intimacy,
  establishing a relationship
  with the buyer based on
  knowledge and creating a
  continuous, coordinated
  dialogue.
B2B Marketers’ Jobs are More
         Complex than Ever
• Dealing with
  both social and
  traditional
  buyers
The Goal: an Integrated Customer
     Engagement Program
Social Media is the New WOM Engine
• B2B companies should obsess about building
  reach as much as B2C companies.
• Social media builds reach.
• Social Media amplifies the effectiveness of
  online marketing. It doesn’t replace it!
  – Use social media to promote all your online and
    offline events.
Social Media is Cost Effective
• While social media requires an investment of budget
  and resources, it is nowhere near the costs
  associated with other media.
• Even in tough economic climates, B2Bs can afford
  social media programs and use these initiatives to
  gain competitive advantage.
• Social media platforms provide excellent outlets for
  customer education, building trust and shortening
  the sales cycle.
Part 2:
Developing a B2B Social Media
          Strategy
Social Media Strategy Elements
•   Set Your Objectives
•   Know Your Audience(s)
•   Study the Competitive Landscape
•   Define Your Strategy
    – Platforms: Twitter, LinkedIn, YouTube,
    – Social Media Playbook
    – Measurement and Reporting
    – Management Tools
Objectives
• Objectives (Customers and Key Stakeholders such as
  investors, partners, and others)
   – Increase awareness of company and the problems you
     solve.
   – Establish interest with compelling reasons for your
     solution is better than the competition and more
     details about your offering.
   – Engage social communities with content that is
     relevant, interesting, educational, and entertaining.
   – Create thought leadership position.
Target Audiences
• Identify target audiences
   – Who are they?
   – Where do they live online?
   – Which social platforms?
Your Competition’s Social Media
• Study the competitive landscape
   – What are they doing in social media?
   – What are their strengths and weaknesses?
Platform Mix
• ID platform mix and messaging
  – Create a unified presence that builds your story,
    empowers your interactions, and helps you rise up from
    being just another voice in the stream
  – Create useful information, to select the best possible
    media to package that information, and then to choose a
    series of distribution technologies for delivering your ideas
    to others, to encourage interactions, and to drive towards
    certain target results.
Social Media Playbook: A Guide
• Social Media Playbook: a procedural guide to aid social
  media spokespeople for your company
   – Audiences
   – Voice/Tone
   – Content Strategy
      • Timing
      • Editorial guidelines
      • What can/can’t be said
      • Promotions/Special offers (whitepapers, reports)
   – Content Creation System
   – Monitoring guidelines
   – Spam policies
Key Messaging Doc
• A living “Google doc” of your company’s positions on leading
  industry trends and issues.
• Gathered from fraud prevention best practices, sales
  personas, analyst opinion, press coverage, mgmt opinion.
• Used as a reference in creating social editorial on the fly,
  using keywords/phrases.
• Reviewed quarterly.
Editorial Calendar
• Marketing/Editorial Calendar
  – Spreadsheet of all content across all channels, by date for
    creation, publishing, promotion, and tracking.
  – Guarantee that you always have something proactive to
    talk about.
  – Includes current/older content, but also integrates with PR
    schedule, event-driven mktg, blog editorial planning.
  – Ensures you are proactive, not just reactive, to drive
    eyeballs to owned assets (site, social, blog, etc).
Content
• Prospects don’t care about your products; they want
  solutions to their problems.
• 60% of the sales cycle is over before a buyer talks to
  a salesperson.
• Publishing and sharing content online is the single
  biggest lever to increase lead generation.
• Create awesome content and reduce the friction of
  sharing it.
Atomize Your Content
                                                    Reactive example

                               New Aite Group report:
                               "Online Fraud Mitigation: Tools of the Trade“
                               27 October 2011




                 Today           Tomorrow            Next Week


TWEET:                   COMMENT:                       BLOG POST:
You can market fraud     Here are 2 ways to not         Download the report
prevention to your       affect online usability…       from us. Here’s our
customers! <link>                                       take on what to do…
How Social Media Leads Happen


 1
 Twee
   t
         Landing
          Page
                   Form   Lead


  Like    Blog            Landing
          Post
                   CTA
                           Page



         Product          Landing
  +1      Page
                   CTA
                           Page
3 Must-Haves for Social Media
         Lead Generation
• Get people to connect with you.
• Get people to share your stuff.
• Place calls to action everywhere.
THE                Links to company
                   blog posts




 10-4-1
 Links to third-
 party articles
                              Link to a company
                              landing page



                             RULE
Know Your Expiration Date
Twitter To-Do’s
• Create Profile
• List in directories
• Follow and engage key audiences and press on Twitter
  to gain followers
• Participate: use keywords, define keywords, retweet,
  @reply, create lists
• Content strategy: customer support, interesting
  information in the industry, education, even humor
• Monitor keywords and key lists of stakeholders and
  customers
LinkedIn To-Do’s
• Build out company profile –jobs, description
   – Encourage employees to create profiles, connect, get
     recommendations
• Monitor and participate in key groups
• Create company group
• Share updates
• LinkedIn ads – wait – currently not high returns
YouTube To Do’s
•   Add videos and create company channel
•   Create playlists
•   Add tags
•   Add annotations
•   Add friends/gain subscribers
•   Optimize for SEO
Measurement & Reporting
• Identify key analytics and targets.
• Create customized analytic report and provide monthly
  reporting.
• Offer/integrate recommendations based on learnings.
   – Evolve content and promotions to emphasize what you
     find to be successful.
   – Create strategies for flexibility and adapting to
     changing market conditions.
Tools for Management &
                Monitoring
• Hootsuite
   – Schedule and monitor posts on Twitter/Facebook
   – Link accounts to save time
   – Hoosuite analytics for Twitter
• YouTube Insights
• Twentyfeet
   – Broad cross-platform monitoring
• Klout
   – Monitoring influence across social networks
Social Media Monitoring
•   Industry blogs
•   News websites
•   Conferences/events
•   Analysts
•   LinkedIn Groups and companies
•   Twitter profiles – lists of PR, competitors, analysts,
    influencers, etc.

• Note: create workflow for alerts, and responses
Social Media Analytics
• Suggested analytics to measure
   –   Inbound website traffic referred from social media sites
   –   Inbound blog traffic referred from social media sites
   –   Growth in blog commentary (per post average)
   –   Blog article “Likes”
   –   Growth in Twitter followers, retweets, @replies, and hashtags
   –   Growth in followers on LinkedIn
   –   Growth in group members on LinkedIn
   –   “Authority” measures for blog, Klout
   –   Number of new prospects who admit first following us on
       social media
Social Media ROI
Thank You!
Background
B2B Social Media: Strategy Guide and Best Practices
B2B Social Media: Strategy Guide and Best Practices
B2B Social Media: Strategy Guide and Best Practices
B2B Social Media: Strategy Guide and Best Practices

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B2B Social Media: Strategy Guide and Best Practices

  • 1. B2B Social Media – A Backgrounder by robin frank beep beep media April 2012
  • 2. Part 1: Overview of B2B Social Media
  • 3. Latest Data • B2B companies that blog generate 67% more leads/month than those who do not. • 69% of B2B marketers are shifting their budgets toward social media. • B2B companies that blog more than 4x/week see the biggest increase in traffic and leads, according to @HubSpot • 51% of B2B marketers plan to increase their spend on content marketing, per @MarketingProfs • 86% of #B2B companies are using social media • Top use of B2B social media is for thought leadership at 60%, per @btobmagazine
  • 4. Latest Data (continued) • B2B companies are more likely to use Twitter than B2C companies: 75% vs 49%, per @businessdotcom • 41% of B2B companies are acquiring customers through Facebook. • 39% of B2B marketers say blogging is their most valuable content asset, per @eMarketer • 60% of B2B marketers cite thought leadership as #1 reason to use social media, per @btobmagazine • Social media helps B2B marketers improve search results • B2B social media spending set to explode to $54M over next 5 years per @Forrester
  • 5. Social Media Statistics • Twitter – 225 million – Number of Twitter accounts – 100 million – Number of active Twitter users in 2011 – 250 million – Number of tweets per day (October 2011) • LinkedIn – As of December 31, 2011 (the end of the fourth quarter), professionals are signing up to join LinkedIn at a rate that is faster than two new members per second. – As of February 9, 2012, LinkedIn operates the world’s largest professional network on the Internet with more than 150 million members in over 200 countries and territories. – Executives from all Fortune 500 companies are LinkedIn members
  • 6. Social Media Statistics • YouTube – 60 hours of video are uploaded to YouTube every minute (more video uploaded in past month than three big TV networks in the past 60 years). – YouTube gets 4,000,000,000 page views a day, which adds up to 1,000,000,000,000 a year. – YouTube has 800,000,000 users (about the same as Facebook) who watch 3,000,000,000 hours of video a month. – YouTube Average viewing session remains a low 15 minutes • Blogs – 70 million – Total number of WordPress blogs by the end of 2011
  • 7. The Rise of the B2B Social Buyer • Relies on social media and online communities during the purchase process.
  • 8. Solution Provider Credibility is also on the Rise • B2B solution providers need to create fact-based customer intimacy, establishing a relationship with the buyer based on knowledge and creating a continuous, coordinated dialogue.
  • 9. B2B Marketers’ Jobs are More Complex than Ever • Dealing with both social and traditional buyers
  • 10. The Goal: an Integrated Customer Engagement Program
  • 11. Social Media is the New WOM Engine • B2B companies should obsess about building reach as much as B2C companies. • Social media builds reach. • Social Media amplifies the effectiveness of online marketing. It doesn’t replace it! – Use social media to promote all your online and offline events.
  • 12. Social Media is Cost Effective • While social media requires an investment of budget and resources, it is nowhere near the costs associated with other media. • Even in tough economic climates, B2Bs can afford social media programs and use these initiatives to gain competitive advantage. • Social media platforms provide excellent outlets for customer education, building trust and shortening the sales cycle.
  • 13. Part 2: Developing a B2B Social Media Strategy
  • 14. Social Media Strategy Elements • Set Your Objectives • Know Your Audience(s) • Study the Competitive Landscape • Define Your Strategy – Platforms: Twitter, LinkedIn, YouTube, – Social Media Playbook – Measurement and Reporting – Management Tools
  • 15. Objectives • Objectives (Customers and Key Stakeholders such as investors, partners, and others) – Increase awareness of company and the problems you solve. – Establish interest with compelling reasons for your solution is better than the competition and more details about your offering. – Engage social communities with content that is relevant, interesting, educational, and entertaining. – Create thought leadership position.
  • 16. Target Audiences • Identify target audiences – Who are they? – Where do they live online? – Which social platforms?
  • 17. Your Competition’s Social Media • Study the competitive landscape – What are they doing in social media? – What are their strengths and weaknesses?
  • 18. Platform Mix • ID platform mix and messaging – Create a unified presence that builds your story, empowers your interactions, and helps you rise up from being just another voice in the stream – Create useful information, to select the best possible media to package that information, and then to choose a series of distribution technologies for delivering your ideas to others, to encourage interactions, and to drive towards certain target results.
  • 19. Social Media Playbook: A Guide • Social Media Playbook: a procedural guide to aid social media spokespeople for your company – Audiences – Voice/Tone – Content Strategy • Timing • Editorial guidelines • What can/can’t be said • Promotions/Special offers (whitepapers, reports) – Content Creation System – Monitoring guidelines – Spam policies
  • 20. Key Messaging Doc • A living “Google doc” of your company’s positions on leading industry trends and issues. • Gathered from fraud prevention best practices, sales personas, analyst opinion, press coverage, mgmt opinion. • Used as a reference in creating social editorial on the fly, using keywords/phrases. • Reviewed quarterly.
  • 21. Editorial Calendar • Marketing/Editorial Calendar – Spreadsheet of all content across all channels, by date for creation, publishing, promotion, and tracking. – Guarantee that you always have something proactive to talk about. – Includes current/older content, but also integrates with PR schedule, event-driven mktg, blog editorial planning. – Ensures you are proactive, not just reactive, to drive eyeballs to owned assets (site, social, blog, etc).
  • 22. Content • Prospects don’t care about your products; they want solutions to their problems. • 60% of the sales cycle is over before a buyer talks to a salesperson. • Publishing and sharing content online is the single biggest lever to increase lead generation. • Create awesome content and reduce the friction of sharing it.
  • 23. Atomize Your Content Reactive example New Aite Group report: "Online Fraud Mitigation: Tools of the Trade“ 27 October 2011 Today Tomorrow Next Week TWEET: COMMENT: BLOG POST: You can market fraud Here are 2 ways to not Download the report prevention to your affect online usability… from us. Here’s our customers! <link> take on what to do…
  • 24. How Social Media Leads Happen 1 Twee t Landing Page Form Lead Like Blog Landing Post CTA Page Product Landing +1 Page CTA Page
  • 25. 3 Must-Haves for Social Media Lead Generation • Get people to connect with you. • Get people to share your stuff. • Place calls to action everywhere.
  • 26. THE Links to company blog posts 10-4-1 Links to third- party articles Link to a company landing page RULE
  • 28. Twitter To-Do’s • Create Profile • List in directories • Follow and engage key audiences and press on Twitter to gain followers • Participate: use keywords, define keywords, retweet, @reply, create lists • Content strategy: customer support, interesting information in the industry, education, even humor • Monitor keywords and key lists of stakeholders and customers
  • 29. LinkedIn To-Do’s • Build out company profile –jobs, description – Encourage employees to create profiles, connect, get recommendations • Monitor and participate in key groups • Create company group • Share updates • LinkedIn ads – wait – currently not high returns
  • 30. YouTube To Do’s • Add videos and create company channel • Create playlists • Add tags • Add annotations • Add friends/gain subscribers • Optimize for SEO
  • 31. Measurement & Reporting • Identify key analytics and targets. • Create customized analytic report and provide monthly reporting. • Offer/integrate recommendations based on learnings. – Evolve content and promotions to emphasize what you find to be successful. – Create strategies for flexibility and adapting to changing market conditions.
  • 32. Tools for Management & Monitoring • Hootsuite – Schedule and monitor posts on Twitter/Facebook – Link accounts to save time – Hoosuite analytics for Twitter • YouTube Insights • Twentyfeet – Broad cross-platform monitoring • Klout – Monitoring influence across social networks
  • 33. Social Media Monitoring • Industry blogs • News websites • Conferences/events • Analysts • LinkedIn Groups and companies • Twitter profiles – lists of PR, competitors, analysts, influencers, etc. • Note: create workflow for alerts, and responses
  • 34. Social Media Analytics • Suggested analytics to measure – Inbound website traffic referred from social media sites – Inbound blog traffic referred from social media sites – Growth in blog commentary (per post average) – Blog article “Likes” – Growth in Twitter followers, retweets, @replies, and hashtags – Growth in followers on LinkedIn – Growth in group members on LinkedIn – “Authority” measures for blog, Klout – Number of new prospects who admit first following us on social media

Hinweis der Redaktion

  1. Aite Group report 27Oct: bank’s fraud prevention capabilities are competitive differentiator. Behavior analytics is effective strategy for fighting online fraud. Watch out for usability! Only 1 comment as of yesterday! Same story in Bank Technology News has 1 comment. http://www.banktech.com/risk-management/231901794 http://www.aitegroup.com/Reports/ReportDetail.aspx?recordItemID=861 (mentions GA!)
  2. Closed Millions In Sales From Online Leads ROI – 2800%!