Creating a Social Business for B2B Companies
-
Upload
paul-gillin -
Category
Business
-
view
6.502 -
download
1
description
Transcript of Creating a Social Business for B2B Companies
Creating a Social Organization
Paul Gillin
Author:
The New Influencers
Secrets of Social Media Marketing
Social Marketing to the Business Customer
Click to edit Master title style
Twitter: @pgillinTwitter: @pgillin
The Media in Collapse
2001 2009 Change
Woman’s Day 1.61M 410,000 -74%
Redbook 556,300 154,600 -72%
Playboy 522,800 203,200 -71%
Country Living 380,200 134,900 -64%
Nati Enquirer 1.65M 591,300 -64%
Reader’s Digest 750,000 270,000 -64%
ESPN Magazine 54,350 25,200 -63%
US Magazine Circulation
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
US Newspaper Business
Circulation (000)
Revenues ($000)
Average age of US daily newspaper reader: 57
Reduction in US newsroom staffs since 2001: 45%
Growth in NBC prime time audience, 2008: -14.3%
Age of average network evening news viewer: 63
Click to edit Master title style
Twitter: @pgillinTwitter: @pgillin
152 million - Number of blogs on the Internet.
100 million - New Twitter accounts 25 billion – Number of tweets sent 600 million - Facebook members at end
of year. 750 million - Facebook members today 30 billion – Items shared on Facebook
per month. 48 – Hours of video uploaded to
YouTube every minute. 3 billion – YouTube views per day 38,000 – Google searches per second 100 – Percentage growth in over-55
Facebook users, last 12 months 79.3 – Percentage of LinkedIn users
over age 24
New Media Facts
*Source: Marketing Sherpa: How Business-to-Business Buyers Use Search
Click to edit Master title style
Twitter: @pgillinTwitter: @pgillin
Marathon
schedule http://bit.ly/waCM
c
Shared bread pudding w/
@skydiver at Mother's. My life is now complete.
How to Write a 1 Minute Video
Marketing Script
http://ow.ly/17xJE
I'm at Palm Beach International
Airport (PBI, West Palm Beach).
http://4sq.com/4GeLz0
Best press photos of
2009 http://om.l
y/fNhW
I can't find my good
black pants.
Comparing Top Chef Masters Restaurants
#topchef http://is.gd/8q4h
N
How To Get Well Prepared For The Website Creation. http://bit.ly/aTitVC
I'm at Palm Beach International
Airport (PBI, West Palm Beach).
http://4sq.com/4GeLz0
Comparing Top Chef Masters Restaurants
#topchef http://is.gd/8q4h
N
The New Media Landscape
Click to edit Master title style
Twitter: @pgillinTwitter: @pgillin
InfluenceInversion
Click to edit Master title style
Twitter: @pgillinTwitter: @pgillin
Just One Guy
Estimated monthly visitors: 73,000
Google Indexed pages: 5,970
Alexa ranking: Top .15%
Linking domains: 13,085
Twitter followers: 7,336
New York Times citations: 338
Computerworld citations: 360
InformationWeek citations: 169
Newsletter subscribers: 150,000
Click to edit Master title style
Twitter: @pgillinTwitter: @pgillin
The New Financial Influencers
Click to edit Master title style
Twitter: @pgillinTwitter: @pgillin
Where You Gonna Stay?
Click to edit Master title style
Twitter: @pgillinTwitter: @pgillin
This Can Be a Problem…
Click to edit Master title style
Twitter: @pgillinTwitter: @pgillin
Glass HousesGlassdoor.com (left) enables employees to review their employer and swap salary information
The Consumerist (below) posts complaints from consumers. It gets 1M visits/month and is owned by Consumers Union
Click to edit Master title style
Twitter: @pgillinTwitter: @pgillin
…Or An Opportunity
Click to edit Master title style
Twitter: @pgillinTwitter: @pgillin
Where You Gonna Stay?
Click to edit Master title style
Twitter: @pgillinTwitter: @pgillin
Click to edit Master title style
Twitter: @pgillinTwitter: @pgillin
Running Scared
An informal survey of 20 of the most prominent corporate blogs during October, 2008 found that only two – and just one in the United States — even bothered to mention the troubles on Wall Street. On September 18 – the day after the Dow suffered its single largest one-day decline in history Wells Fargo devoted an entry to a travel video.
Click to edit Master title style
Twitter: @pgillinTwitter: @pgillin
What Should Be Our Social Media Strategy?
Click to edit Master title style
Twitter: @pgillinTwitter: @pgillin
Well, Do You Have A…
Hammer strategy?Plumbing strategyLandscaping strategy?Copier strategy?Stapler strategy?
Social Media are just a bunch of tools, and tools are useless unless you have a defined need for them.
Click to edit Master title style
Twitter: @pgillinTwitter: @pgillin
Flipping the Funnel
17
Respond & Iterate
Invite Engagement
Listen
Go Where the People Are
Click to edit Master title style
Twitter: @pgillinTwitter: @pgillin
No, It’s About…
Thought Leadership
Click to edit Master title style
Twitter: @pgillinTwitter: @pgillin
Demonstrating Authority
Today, you can take your message directly to your constituents without relying upon media intermediaries
And why would you not want to do that?
Click to edit Master title style
Twitter: @pgillinTwitter: @pgillin
Being Helpful
Goal Generate Leads!
Tactic Build awareness by sharing domain knowledge
Metrics Unique visits; Online mentions; Referrals; Conversions
Results 2,000% increase in site visitors 300% jump in buzz index50% increase in customers400% increase in ad billings
Clickable’s Gurus
Click to edit Master title style
Twitter: @pgillinTwitter: @pgillin
Explaining Insurance in 30-sec. Spots
Click to edit Master title style
Twitter: @pgillinTwitter: @pgillin
Creating Community
“I get more readers on American Express Open Forum that I do in any media outlet.”
Shel Israel, AuthorNaked Conversations and Twitterville
Click to edit Master title style
Twitter: @pgillinTwitter: @pgillin
OUTBOUND
Bottom-up lead gen
Enhanced lead qualification
Multiple points of engagement
New World Prospecting
INBOUND
SEO
Blogs
Content Premiums
Word of Mouth
Click to edit Master title style
Twitter: @pgillinTwitter: @pgillin
If You’re Not Helping, They’re Not Listening
Click to edit Master title style
Twitter: @pgillinTwitter: @pgillin
Lower Cost Per Lead
HubSpot 2011 State of Inbound Marketing Study
Click to edit Master title style
Twitter: @pgillinTwitter: @pgillin
Conversation…
Click to edit Master title style
Twitter: @pgillinTwitter: @pgillin
…Drives Leads for CareOne
Click to edit Master title style
Twitter: @pgillinTwitter: @pgillin
March 30Prospect reaches website
through search query "small business accounting," views four pages and subscribes to
newsletter.
April 4Prospect responds to e-mail
invitation for "Choosing Small Business Accounting
Software" webcast 30 minutes after e-mail is sent.
April 9Prospect attends webcast,
stays 45 minutes and submits a question related to legal
practices.
April 10Prospect clicks link in webcast
summary e-mail to visit product description page. He
downloads PDF of product brochure about software for
legal practices.
April 12Prospect downloads trial
version of your small business accounting software for legal
practices.
Oh, the Things That You Know!
Click to edit Master title style
Twitter: @pgillinTwitter: @pgillin
38
99137
187
38
137
274
461
Before 2006 2007 2008 2009
New Cumulative
Social Media Platform Adoption by Year
Source: Awareness Networks/ Paul Gillin
Multi-Platform Strategy
Click to edit Master title style
Twitter: @pgillinTwitter: @pgillin
Social Networks: Are Your People Online?
• Look for early adopters on Linkedin• Evaluate their sophistication by checking group
memberships and recommendations• Search Google for influencers at your company using Twitter
Click to edit Master title style
Twitter: @pgillinTwitter: @pgillin
Promote Remarkable People
Bill Hill, Microsoft
Click to edit Master title style
Twitter: @pgillinTwitter: @pgillin
Invest in Digital Literacy
Leadership• Business Case• Competitive Landscape• Realistic Goals
Management• Opportunities and Threats• Managing Goals to
Channels• Calculating ROI
Employees• Overarching Strategy• Objectives• Best Practices
Rather than taking a one-size-fits-all approach to social media training, build literacy inside the organization by tailoring
training to the needs and priorities of the participants
Click to edit Master title style
Twitter: @pgillinTwitter: @pgillin
How Dell Creates a Social Organization
Marketing 2002: Social Media Principles
Marketing 2003: Tactics and Tools
Marketing 2005: Supporting the Brand
Three Foundation Courses
Plus One Platform of Choice
Marketing 2006: Building Relationships
on Facebook
Marketing 2007: Twitter Best Practices
Marketing 2008: Dell Communities
Marketing 2016: LinkedIn
= Dell Social Media and Communities (SMaC)
Certification
Just a Word About ROI
Click to edit Master title style
Twitter: @pgillinTwitter: @pgillin
Who Says Financial Services Are Boring?
Click to edit Master title style
Twitter: @pgillinTwitter: @pgillin
Types Of Financial Impact
A. Revenue B. Costs Avoided
Anything that leads to A or B,But only if you can directly
equate its value to an action
Click to edit Master title style
Twitter: @pgillinTwitter: @pgillin
These Are NOT ROI
Website Visitors
Click-throughs
Store visits
Press coverage
“Buzz”
Employment applications
Retweets
FaceBook friends
Blog comments
Video views
Twitter followers
Impressions
Friends
Coupons distributed
But if you can quantify their financial impact, you have ROI
Click to edit Master title style
Twitter: @pgillinTwitter: @pgillin
Basic Business Metrics
Lifetime Value of a Customer = (Longevity * Revenue) * Margin
Conversion Rate = New Customers/ Visits or Leads
Value of a Lead/Visitor = Visitor * Conversion Rate * Lifetime Value
Click to edit Master title style
Twitter: @pgillinTwitter: @pgillin
The average person who vacations at a Disney Resort spends $62,000 on Disney vacations during his/her lifetime.
Lifetime Value of a Customer
Disney can use this information to assign value to any tactics it uses to attract visitors.
Click to edit Master title style
Twitter: @pgillinTwitter: @pgillin
Applying ROI: Value of a Visitor
Monthly Visitors
10,000
Conversion Rate
.5%
Lifetime Value $5,000
Calculation (10,000 * .005 * 5)/10,000
Value of a Visitor $25
Click to edit Master title style
Twitter: @pgillinTwitter: @pgillin
Value of Twitter
• You send 50 tweets a month…• Generating 1,000 visitors to
your website…• 2% of whom become leads…• 5% of whom become
customers.
Therefore, the value of a tweet is:
(1,000 * .02 * .05 * 5000)/50 = $100
Click to edit Master title style
Twitter: @pgillinTwitter: @pgillin
Paul Gillin
508-656-0734
Site: gillin.com
Blog: paulgillin.com
Twitter: pgillin
Thank You!