Social Media in the B-to-B World, Part 1
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Understanding B2B’s Role in Social Media building trust builds customers
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Transcript of Social Media in the B-to-B World, Part 1
Understanding B2B’s Role in Social Media
building trust builds customers
Steve Krull CEO & Founder of Be Found Online
Internet Marketing and Social Media Expert
Agenda• Social Stats: Social Media in 2012
• What is Social Media?: Busting Social Myths
• A Social Media Story: All About Bob
• Implementation: Putting Strategy into Action
48 percent of consumers combine social media and search engines in their buying
process.Source: Group M Search
In 2011, 23.1 million people discovered new brands or products through social media.
Source: The Faces of Social Media
66% of B2B Marketers have implemented a social media strategy, or will in the next year.
Source: Penton Marketing Services'2011 B-to-B Marketing Needs Survey
Most try their hand at Facebook, Twitter, and LinkedIn.
Source: Penton Marketing Services'2011 B-to-B Marketing Needs Survey
Source: Penton Marketing Services'2011 B-to-B Marketing Needs Survey
½ of these companies are not satisfied with their social media strategy!
BECAUSE THEY ARE USING THE WRONG STRATEGY
WHY?
WHAT EXACTLY IS SOCIAL MEDIA?Busting Social Myths
Social Media is not about public relations…
Social Media is not about sales …
Social Media is not about business to business…
It’s about creating one-on-one relationships!
Reach the consumer at all touch points!
PUTTING THE RIGHT SOCIAL MEDIA STRATEGY INTO CONTEXT
All About Bob
Bob has questions about electrical circuits and needs advice quickly.
He visits the Control Engineering Group on LinkedIn to ask his question.
Joe from Circuits R Us answers Bob’s question with exactly the information that Bob needed – and didn’t try to sell him a
thing.
Joe directs Bob to a video on YouTube that his company produced. It shows Bob how to wire
the circuits.
Joe shares the URL of the Circuits R Us company blog.
Bob follows Joe on Twitter so he can get breaking news and helpful tips about
electrical engineering.
Joe did more than answer Bob’s question. As an individual, he became a trusted source of
information representing Circuits R Us.
Over time, Bob and Joe get to know each other and form a friendly relationship. It turns out they have a lot in common – Phillies Fans,
Craft Beer, and StarCraft.
The next time Bob needs to purchase electrical components, he orders from
Circuits R Us.
His friends do too!Sharing good info builds your customer base.
PUTTING THE STRATEGY INTO ACTIONImplementation
So you shout at 100 people. 30 of them turn around. What do you do next?
Plan, Strategize, Act(Repeat as needed)
Listen to your audience
Give your users useful information, not sales pitches
Engage your audience and share info that is relevant to the
conversation
Tweet engaging information. Find & follow
Frequently participate in group discussions (esp. on CFE Groups!).
Ask and answer questions
Produce videos that teach your audience. No commercials!
Remember! No gimmicks!
Blogs and Guest Blogging – Post consistently about interesting and
cutting-edge information
Plan, Strategize, Act(Repeat as needed)
Social Media Coaching & ManagementSocial Customer Service & Reputation
ManagementPaid Search Advertising (SEM)
Search Engine Optimization (SEO)
For more information, contact:
Natalie SowardsDigital Strategist
Twitter: @BeFoundOnlinehttp://www.linkedin.com/pub/natalie-sowards/0/535/3b1
Twitter: @SteveKrullhttp://www.linkedin.com/in/stevekrull
