B2B Podcast Presents 10 Content Marketing Quotes From Top B2B Marketing Leaders
A Primer on B2B Social Media Marketing
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Transcript of A Primer on B2B Social Media Marketing
A Primer on B2BSocial Media
Marketing
By Gutenberg Communications
Problem Statement
No monitoring of social media = no response to damaging commentary
No engagement in social media = lost opportunity for additional mindshare
No presence on social media = a brand that lacks “cool”
Examples
Lost opportunityJohn Greenberg posted on LinkedIn “I am looking for IT services/support for the CT branch of my company.”No vendors offered their services to John
Damaging CommentaryA profitable $400 million IT services firm’s Wikipedia article was updated to read that they were “next in line in filing forchapter-11” and claimed that “Citigroup is planning to offload all its stakes.” Gutenberg promptly fixed the Wiki.
Being Cool CountsA viewer of a Hitachi Data Systems video that included Mr. T beating up an IT consultant commented that he wassearching the website for a product featured in the video.
A viewer of a corporate-produced YouTube video of the HP-POD said “I want one!”
.
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Solution – Content Marketing
Independent Social Media Brand
Content Marketing – Independent Brand Example
DeveloperWorks (dw)is the brand IBM uses for branded communications
with developers across the website, YouTube, Twitter,
and more.
Website
Case studiesWhitepapersVideoCommentsResponsesArticlesRetweetsEventsPersonalitiesPeopleUnique content
Outcome
High frequency branded communications will increase customer loyalty
Responding to negative commentary will mitigate the damage of nay-sayers
Company culture and “cool” factor will increase the number of leads and improve the closing rate
Satire can be used to overcome misconceptions that block sales
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Typical 1 Year Benchmarks
1,000 customer, employee,
partner and investor, followers
7
5% click-through rate on
Tweeted links
50 additional targeted company
stakeholders read each case-
study, whitepaper, article, blog
At least one comment
per post
Blog is quoted in other
blogs and in the media
Internal teams with direct
contact to stakeholders
say people are reading it.
Typical 1 Year Benchmarks
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“Cool” factor, responding to negative commentary, greater mindshare and exposure, and overcoming misconceptions improve sales leads and retention.
Evaluate• Customer turnover• Number of leads• Closing rate
• Investor confidence• Employee satisfaction• Feedback from teams
Communities - Facebook
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The largest social network Not used to discuss or resolve
business problems
Problem statement: There is no sense of community among employees, which is causing high turnover. Morale is low.
Solution: Build a Facebook community where employees can share their thoughts, network, and be notified of company news and events.
Outcome: Greater bonds between employees improve teamwork, job satisfaction, morale and turnover.
1 Year Benchmark: Reduced employee turnover. Better responses to employee surveys. Positive feedback from employees.
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Communities - LinkedIn
10
The largest business network Customer prospects often solicit
for product recommendations
Problem statement: I need to connect with businesses that are experiencing the problem our products solve.
Solution: Monitor LinkedIn Answers and groups and respond to people asking for help and/or consider creating your own group.
Outcome: More sales leads. Greater mindshare among people experiencing the problem your product resolves.
1 Year Benchmark: Close sales deals equal to 10x the estimated cost of supporting the program.
Wikipedia
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10 billion monthly page views Top’s most search engine searches
Problem statement: Current and prospective investors, customers, employees, and partners are reading the company Wiki to learn more about who they’re partnering with.
The Wiki poorly represents the company
Solution: Following Wikipedia’s complex guidelines, craft a new company Wiki that energizes the brand and creates excitement among company stakeholders.