Social MediaWhat’s in it for

B2B Marketeers

www.spotONvision.com

Presented by:Shimon Ben Ayoun

&Ingrid Archer

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What is Social Media

“It’s media (content that is published) with a social component (anyone can add to it).”

Like a business cocktail reception, but without constraints of time & space

Social Media Marketing is the practice of using these media to

improve marketing effectiveness.

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Types of Social Media

Share Publish

Network

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Social Media - Publish

Everyone can publish anything for everyone

• Blogs• Online Videos• Micro Blogs• Wikis• Internet Forums• Podcasts• Pictures• Presentations

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Social Media - Share

• Social Network Aggregation• Social Bookmarking• Social News• Opinion Sites• Public generated news

Everyone can promote anything to everyone

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Social Media - Network

• Personal

• Professional

• Hybrid

• Music

• Gaming

Everyone can connect with everyone from anywhere

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Do you know that in the Netherlands:

- 68% of internet users read blogs, review sites, etc.

- 62% of internet users has at least one social network profile

- 46% of internet users share photos online

- 38% of internet users share video content online

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Increasing Spend on Social Media Marketing

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What’s driving social media & why is it growing so fast?

Emotional need/desire to be heard

Desire to connect with one another

Need to create and make change

Evangelize for the things and people we love

Quest for authenticity

Ease of Use / Low Barriers to Entry

Better, Faster, Cheaper

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Why is Social Media so Important

Social Media helps with SEO (traffic, links, Tagging and bookmarking)

Social Media is permission centric

The conversation has already started

Build relationship and trust with your customers (and prospects)

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People Say That Everything is Changing...

Marketing

Brands

People

Behavior

Technology

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People use more Social Media but are they using it more for Business?

Creators

Critics

Collectors

Joiners

Spectators

Inactives

Publish a blogPublish your own Web pagesUpload video you created Upload audio/music you createdWrite articles or stories and post them

Post ratings/reviews of products/servicesComment on someone else’s blogContribute to online forumsContribute to/edit articles in a wiki

Use RSS feedsAdd “tags” to Web pages or photos“Vote” for Web sites online

Maintain profile on a social networking siteVisit social networking sites

Read blogsWatch video from other usersListen to podcastsRead online forumsRead customer ratings/reviews

None of the above

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The Effect of Social Media

The old marketing model

Brands+ Press + Industry

BuyerBuyer BuyerBuyerBuyer

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The Effect of Social Media

The new marketing model

Brands+ Press + Industry

Buyer Buyer

Buyer

Buyer

Buyer Buyer

Buyer

BuyerBuyer Buyer Buyer

Buyer

Buyer

Buyer Buyer

Buyer

BuyerBuyer

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The B2B potential of Social Media

A Low cost, easy, fast and extremely effective way to:

Conduct Research

Improve Customer Service

Raise your brand awareness

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Four Things you should consider

1. Dip your toe in the water

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2. Build list of sites, blogs, channels which are relevant to your business

Four Things you should consider

Where are my customers hanging out

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A Word (140 Characters) about Twitter

Hottest social medium right now

Doubling each month

Potentially a great B2B marketing tool

Potentially an enormous waste of time

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A Great Research Tool

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A Great Customer Service Tool

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A Great Waste of Time?

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Four Things you should consider

3. Revisit Brand - is it well defined? is it accurate? is it consistent

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Four Things you should consider

4. Who should speak for your brand

CEO

Marketing/PR

Sales

Support

Create a new role?

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Summary

Technology evolves fast but the fundamentals of B2B marketing remain the same

Brand is more important than ever

Go ahead and experiment

It is all about people, so harness the power of your people

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To know more, please visit:

www.spotonvision.comor

Just contact us @:Shimon Ben AyouneMail: shimon@spotonvision.comLinkedIn: http://www.linkedin.com/in/shimonbenayounTwitter: @shimonbenayoun

Ingrid ArchereMail: ingrid@spotonvision.comLinkedIn: http://www.linkedin.com/in/ingridarcherTwitter: @ingridarcher

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