B2B Social Media

Social Media what it means

for B2BSteve Thomas

#MarketSTL

@TNIMAN

Social Media. Now the Norm!

my reference point: The Net Impact

Web Development - Internet Marketing Agency• What we do…

– Develop online strategies– Execute marketing tactics– Measure, report, confer and revise– AKA: test – test – test – test – test – test….

• Great team of 44 people 5 miles from here

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Statistics, Statistics & More Statistics • 54% (112MM) of US Internet users are now on Facebook

• 25% of all US based page views occurred on a social media siteComScore- Jan 2010

• 90% of consumers trust recommendations from people they know.

• Only 41% trust sponsored ads on web pages. Nielsen – Dec 2009

• In December 2009, there were 248M unique monthly users on the top eight social networks in the US, an increase of 41% from January 2009.

Mintel –Jan 2010• Social networking now accounts for 11% of all time spent online in the US.

IDG NEWS - Feb 10• “Over the past year, network has seen a significant amount of growth,

especially internationally. As of last December, the network had 55 million members. LinkedIn’s network’s

CEO, Jeff Weiner

What does this mean?

B2B + Social Media = Search Results

“If you are following a best practice that dates back to 2008 or earlier, toss it away. It’s now wrong”.

SES Chicago 2009

“Search will be customized, personalized, and targeted to us and our contexts: who we are and

where and when we are asking for something.” Jeff Jarvis, author of What Would Google Do

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Conversion strategy and testing Invite-Connect-Engage®

Home Page

LandingPage

LandingPage

Info Page

Info Page

Goal Page

Goal Page

Goal Page

Info Page

1 2 3 4

Pathways

TRAFFIC

TRAFFIC Social Sites

TRAFFIC

Goal Page

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Traffic based design™

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“I don’t have the advertising budget to get our message to, for instance, Java developers working on handset applications for the medical industry. But one of our developers, just by taking time to write a blog, can do a great job getting our message out to a fanatic readership.”

Sun CEO Jonathan Schwartz

How Organizations Perform Social Marketing Practices

Tim Madel, Manger, Global Ebusiness, Kennametal

“We know our current customers might not be using Twitter and Facebook, but we know that the next generation is, and we want to be there and ready for it,”

Defining a strategy• Determine audiences

– Define unique needs– Define unique activities (Java developers working on…)– Plan unique calls-to-action

• Define goals (also… what to measure)– Brand impressions– Traffic to a target – Generate leads / sales– Reinforce brand identity

• Determine assets for engagement– www.mybrand.com– Social media– Blended offline and online approaches

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Engagement = reach + relevancy

Social Media Lifts Your Brand

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TNI Web Assets

Website Blog Facebook Other SM

°Brand flagship °Main reference°CMS dominates°Contact Us

°Casual voice°Unique by visitor interest°Topics are very engaging°Comments & guest posts

°Very casual° Profile page° Contests° Get fans°Updates & likes

°Twitter°Flickr°You Tube°Linked In°Networks° Tags & Micro-posts

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ROHO Medical Web Assets

Website Blog Facebook Other SM





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Sigma Aldrich Web Assets

Website Articles Facebook Other SM


°Professional°Informative°Topics are very focused°Email lists°High value



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Facebook

Twitter

YouTube

Article Network

Flickr

LinkedIn

Marketing

PR

Engagement = reach + relevancy

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Tricor Braun Web Assets

Website Blog Twitter Other SM



°Very casual° Viral° Good SEO° Followers°What’s happening?

°Flickr°You Tube°Linked In°Networks° Tags & Micro-posts

Find a Role Model

Engagement

Dashboard

website facebook blog

What to Measure?

http://www.marketingsherpa.com/1news/chartofweek-02-23-10-lp.htm

1. Traffic2. Community3. Exposure4. Engagement

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Metrics used to track 2010 performance by “mature” social media

marketers.

1. Increase traffic 88%

2. Increase leads 75%

3. Increase revenue 71%

4. Improve search engine rankings 69%

5. Improve brand exposure 54%

6. Improve brand / product reputation 54%

Trends in B2B Social Media

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Facebook Analytics

Press Release Good Stuff

Important Press Release Facts• PRs add links• PRs add SERP pages• PRs attract UGC - rewrites• PRs attract a different audience• PRs are inexpensive• PRs are quick and easy to execute

Two quick content thoughts1. Authenticity is critical

– Identify the source– Claim your own work– Give credit where due

2. Site topics belong to fans and followers– Listen before you engage– Hard to program “viral content” – Guide – Check your facts

The two biggest social media fallacies of the year:

1. Managers who won’t allow direct interaction with

customers because they’re afraid of what they’ll say.

2. Marketers who think customers will sell their

products for them on social networks. MaryLou Roberts, diy-marketing

New Web + Social Media = New Model

“Marketers tell us they define and manage their brand…Bull…Your brand is whatever your customers say it is. “

Groundswell Li and Bernoff p.78

Steve Thomas

[email protected]

@TNIMAN

B2B Social Media

Technology

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