A Primer on B2B Social Media Marketing

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A Primer on B2B Social Media Marketing By Gutenberg Communications

Transcript of A Primer on B2B Social Media Marketing

Page 1: A Primer on B2B Social Media Marketing

A Primer on B2BSocial Media

Marketing

By Gutenberg Communications

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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”

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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

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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

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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

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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.

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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

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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

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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.

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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.

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Contact

Start small. Win big. Don’t wait.

Call us: 1-212.239.8475

Email: [email protected]

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