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Leveraging Social Media to Reach B2B Customers
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©2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice ©2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice
Leveraging Social Media to Reach B2B Customers
Alex Flagg
Manager, Social Media and Digital
Content
Introduction
• 15 years in large enterprise marketing and advertising for HP, Sun, AT&T, and Microsoft
• Leads a team of 20 social media, search engine, and digital content practitioners
• Passionate about cracking the code to B2B marketing
• Trivia: grew up in NYC, Broadway actor, fluent in Italian
Alex Flagg Manager, SoMe & Digital Content
HP Enterprise Marketing
Email.: [email protected] linkedin.com/in/alexanderflagg Twitter: @alex_flagg
©2011 Hewlett-Packard Development Company, L.P.
Agenda
• How B2B customers behave differently than their consumer counterparts
• How to develop and orchestrate an editorial plan to reach your B2B audience
• Recruiting your social media ambassadors
• The importance of Search Engine Optimization
• Measuring the Share of Conversation
What‟s the difference between the B2B and B2C consumer?
B2C - What you might buy for yourself with
your own money
B2B - What you might buy for an entity with many stakeholders using their money
The B2B high-tech purchase process – generally more complex than consumer
©2011 Hewlett-Packard Development Company, L.P.
Customers have shifted destinations & habits, new opportunity, new approach
Information we control
Information the community controls
Broadcast
Engage
Traditional
Now
Sources: Credibility ratings: ITSMA “How Customers Choose” Study, 2009 EB customers leading in Social Media: Forrester‟s North American Media Survey
Credibility rating traditional channels
Analysts
Publications
Advertising
Peer to Peer
Search
Vendor web
Communities
23%
19%
15%
68%
39%
39%
27%
Credibility rating interactive channels
©2011 Hewlett-Packard Development Company, L.P.
B2B buyers increasingly going digital
• 81% of customers say digital content improves likelihood of vendor making short-list for purchases
• 76% say digital self service shortens sales cycle, many by up to 35%
• Customers say they have doubled importance of digital info sources from a year ago and will double again
Sources: Marketing Leadership Council, IDG Digital Content Study, July 2010
B2B customers are engaged in digital Forrester Research, Inc., The Who And How Of Influencing Customers’ IT Decisions, August 25, 2011. Forrester Research, Inc., The Who And How Of Influencing Customers’ IT Decisions, August 25, 2011.
Forrester Research, Inc., The Who And How Of Influencing Customers‟ IT Decisions, August 25, 2011.
Why do business decision-makers participate?
Forrester Research, Inc., The Who And How Of Influencing Customers‟ IT Decisions, August 25, 2011.
Social Media channels becoming more influential
Forrester Research, Inc., The Who And How Of Influencing Customers‟ IT Decisions, August 25, 2011.
…but traditional / WoM is still the tops
• #1 Web sites
• #2 Colleagues within your organization
• #3 In-person trade shows, events or conferences
• #4 Vendor salespeople
“Across all stages of the technology initiative, which of the following information sources influence your purchase decision process”
Forrester Research, Inc., The Who And How Of Influencing Customers‟ IT Decisions, August 25, 2011.
So what can you hope to accomplish through your B2B social media strategy?
A million friends and followers?
Engagement?
Leads?
Sales?
B2C Social Media Strategies
13
Consumers
Syndication through social
channels
Community Creation,
Publishing & Management
Strategy
•Build communities
• Influence perceptions
•Drive sales
• Lower support costs
Metrics
•Community members / engagement
•Positive reviews / net sentiment
•Revenue
•Support calls saved
B2B Social Media Influencer Strategy
14
B2B customers
Industry Influencers
Social Channels
Subject matter experts engaged
in HP communities
Strategy
• Influence perceptions / Word of Mouth
• Provide answers /shorten buy cycle
• Build communities
• Lower support costs
Metrics
• Share of Conversation/ Influence
• SEO traffic / blog links
• Community members / engagement
• Support calls saved
Required for success – organizational support
Social Media Enablement • Training Subject Matter
Experts to engage, use tools and platforms
Organizational Commitment • Social Media Manager • Support from key execs • Willingness of Subject Matter Experts to make
time
Content Enablement • Content creation &
editorial support • Listening/trend reporting
16 16
Key activity – leverage your people
Recruit
Who: Content team writers, bloggers, Industry comms leads, Portfolio/service line comms leads, fellows
Train
What: Provide training webinars and session on blogging policies, best practices, and content creation tips.
Enable
Where: Dissiminate intelligence about where SoMe conversations are taking place, links to blogs, COE Resources, cross-EB aliases and internal groups
Orchestrating your ambassadors
Social Media Listening
Media Coverage
SEO/SEM
Key Messaging
CIO Agenda
Market Intelligence
BU NPIs, Launches, Events
Relevant Content
Competitive Response
– Orchestrates content across Web, social media, eMail
– Align with solutions/BU‟s
– Managed by editor in chief
– Flexible to respond „instantly‟ to input from listening tools
– Feeds community members
Inputs Social Media & Editorial Enablement
Coordinated Syndication and Activity
©2011 Hewlett-Packard Development Company, L.P.
If Facebook is the barbecue, LinkedIn is definitely the office—and Twitter is the Happy Hour after work!
-Social Media Training Camp invitation
Social media channels Channel B2B strengths Activity
Blogs & Communities
Thought leadership, Support
Blogging, moderation, commenting, outreach
Target audience engagement
Groups, company pages, campaigns, recommendations
Additional reach (awareness)
Promotion, company pages
Reach, immediacy Promotion, updates, engagement
Video format, SEO Branded channel, video library
Lead generation
Company channel, leads, network, custom content
Awareness, SEO Monitoring for accuracy, editing
Content optimization is critical
20
HP Confidential
Blogger submits
content for review
Optimization data points evaluated
Keywords added
Scorecard provided to
blogger
Published by Blogger
Blogger # posts Title B2 B3 B4 B5 B6 B7 B8 Error Rate
Blogger1 10 7 1 10%
Blogger2 1 1 1 1 1 1 1 75%
Blogger3 3 5 3 33%
Error scorecard
Before After
Title testing and optimization – results
21
HP Confidential
The key ingredients
Issue relevance
Optimized for highest volume search keywords
Focus on customer problem
Time value, does it seem worth reading?
Reclaim 1,350 IT staff hours for new projects - HP Converged Infrastructure
Focus on customer problem
High volume keyword
Reader time value proposition
Capitalizing on Converged Infrastructure: A Case Study—A-dec
Original title – 60 page views, 1st 45 days
Optimized title – 300+ PV‟s, 1st 7 days
+400% page view
increase in 7 days
Share of Conversation
0
200
400
600
800
1000
1200
1400
1600
1800
2000
5/1/2011 5/15/2011 5/29/2011 6/12/2011 6/26/2011 7/10/2011 7/24/2011
HP DELL EMC IBM Oracle Cisco
29th June: Case Study: Health Care Giant McKesson Harnesses
HP ALM; HP Invests in China towards Cloud Computing ; HP
Discover Videos
7th June: HP Discover; 83%
mentions through Twitter
10th June: HP Discover + Falconstor Software,
announcement of being selected for 2011 HP AllianceONE Partner of the Year Award in category of
HP Converged Infrastructure Solutions - Government
19th June: HP, Toshiba collaborate on cloud computing
CIO Forum: access to top Panel to submit live questions. Top dog w/in HP.
©2011 Hewlett-Packard Development Company, L.P.
Meet the new homepage
Why all this matters
June 23, 2011 – “Google Hits the
Billion Monthly Unique Visitor Mark”
©2011 Hewlett-Packard Development Company, L.P.
Keywords mapped to the buy cycle
Search strategy
24
HP Confidential
Customer Buying Cycle
SEO/SEM Competition
Awareness
Maximum
Purchase
Minimum
Searc
h V
olu
me
Tier II Keyword optimization Deeper Product / Services page optimization
Purchase most competitive keywords
Tier I Keyword optimization Gateway pages, content creation focus
SEM
SEO
©2011 Hewlett-Packard Development Company, L.P.
How it comes together
Listen Plan
Engage Optimize
©2011 Hewlett-Packard Development Company, L.P.
©2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice ©2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice
Thank You!
Alex Flagg
Manager, Social Media and Digital
Content
www.linkedin.com/in/alexanderflagg
@alex_flagg