Jos veldwijk best practices social media dml 2012 eng

Best Practices B2B Social Media Marketing

Best Practices in B2B Social Media Marketing

English Version


Jos Veldwijk 100% Social Media in B2B

Entrepreneur & Consultant

Twitter: @josveldwijk Mail: [email protected]

Let’s talk about…

• Best Practices in B2B

• Risks and Keys to Success

• Social Strategy Basics


#1 SIDN: Crowd Sourcing



Challenges

• Input needed for software product development

• Just a few experts available in The Netherlands

Facts

• LI Groep > 200 members

• Lower costs than regular R&D program

• Unique access to specific knowlegde

• Creating new demand


#2 Avaya: Lead Scoring


Communication Provider

Industries: Education, Financial Services, Healthcare, SMBs

Social Media: Twitter, Facebook,

YouTube, Linkedin, Flickr, Blog



Challenges

• Competitive market

• Identify customer needs

Facts

• Prospect mentions to switch provider

• After 19 days new deal closure at $ 250.000

Bottom line: Monitoring and speed gave competitive advantage



[prospect] … or Avaya? Time for a new phone system very soon.

@[prospect] – Let me know if we can help you – we have some Strategic Consultants that can help you assess your needs.

#3 SteelMaster op Facebook


#3 SteelMaster on Facebook


Challenges

• Can we use Social Media in our business of steel buildings?

Facts

• Twitter for promotion purposes

• Facebook for engagement (photo’s)

• Gained new customers from unknown markets



Quote request via Facebook Business Page



From content to leads

#4 Blog by Louis E. Page




Challenges

• Show passion for everything about fences

• Business growth via Social Media Marketing

Facts

• Facebook, Linkedin, Twitter, Flickr and blog

• > 1.500 downloads

• Revenue growth 850%

• Bottom line: investing in (blog) content pays off



Conversion

#5 Fujitsu: Branding via Slideshare


#5 Fujitsu: Branding via Slideshare


Challenges

• Fullfill information need of B2B buyers

• Gain insights in B2B buyer preferences

• Integration Corporate ‘LIFEBOOK’ campaign

Facts

• Own branded channel

• > 130 content files i.e. Cases and Whitepapers

• Online lead generation

• Linkedin, Facebook, Twitter and Blog

#5 Fujitsu: Branding op Slideshare


#6 John Deere goes All the Way


#6 John Deere goes All the Way


Challenges

• Strengthen customers brand loyalty

• Creating content

• First Mover Advantage

Facts

• > 4.000 subscribers for YouTube channel

• > 1 million Fans on Facebook

• > 24.000 Followers on Linkedin

• > 17.000 Followers op Twitter

#7 Kinaxis: Business Blog


#7 Kinaxis: Business Blog


Challenges

• Thought Leadership

• Online community

Facts

• Blog since 2005

• 15 employee bloggers

• Community > 6.000 members

• Twitter, RSS, E-Mail, Linkedin and Video

• > 42.000 leads

#8 Colt & Lead Generation




Challenges

• Less effect by traditional marketing

• Positioning as Thought Leader

• More and better leads from Marketing

Facts

• Building industry

• 350 employees

• Locations > 75 landen

• More website traffic

• Within 9 months 82 leads via Social Media


• Blog

• White Papers

• LinkedIn

• Twitter

• Facebook

• YouTube

• Flickr

• SlideShare



82 Leads via Social Media


Why Social Projects Fail

• Lack of Strategy

• Low response speed

• Lack of customer Insights

• Focus on short term

• Legal department hinders project

• Wrong expectations

• Comparison with traditional marketing

• Dealing with negative feedback

• Lessons learned never shared


Keys to Success

Fully integrated into Marketing and Innovation

Use at least 5 Social channels (not just a few)

Dedicated team has focus on Social Media

Company culture about dialoque and participation


Social Strategy Basics

Audit

Goals

Persona’s

Content

Channels Organization

Planning

Execution

Optimization



Get in touch E: [email protected] T: www.twitter.com/josveldwijk M: +31 (0)6 18 28 38 65

VeldMerk is a Dutch consultancy company 100% dedicated to Social Media for medium and large seized companies in Business to Business. VeldMerk offers specific services in Strategy, Training and Project Management. VeldMerk closely ooperates with professionals for supplemental services such as Online Video, Websites, Text & Design and SEO. Clients from several industries leverage our expertise suiting their needs and possibilities.

Jos veldwijk best practices social media dml 2012 eng

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