Best Practices B2B Social Media Marketing Jos Veldwijk #DML12
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Best Practices B2B Social Media Marketing
Best Practices in B2B Social Media Marketing
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Best Practices B2B Social Media Marketing
Jos Veldwijk 100% Social Media in B2B
Ondernemer & freelance docent
Twitter: @josveldwijk Mail: [email protected]
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Let’s talk about…
• Best Practices in B2B
• Risico’s en succesfactoren
• Basis voor een strategie
Best Practices B2B Social Media Marketing
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#1 SIDN: Crowd Sourcing
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#1 SIDN: Crowd Sourcing
Uitdagingen
• Input voor ontwikkeling nieuw software product
• Beperkt aantal experts in Nederland te vinden
Facts
• LI Groep > 200 members
• Lagere kosten dan regulier R&D programma
• Unieke toegang tot specifieke kennis
• Direct nieuwe afzetmarkt
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#1 SIDN: Crowd Sourcing
Best Practices B2B Social Media Marketing
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#2 Avaya: Lead Scoring
Best Practices B2B Social Media Marketing
Provider in communicatie
Branches o.a. onderwijs, financiële dienstverlening,
gezondheidszorg en MKB
Social Media: Twitter, Facebook, YouTube, Linkedin, Flickr, Blog
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#2 Avaya: Lead Scoring
Best Practices B2B Social Media Marketing
Uitdagingen
• Competitieve markt
• Identificeren van klantbehoefte
Facts
• Prospect wil switchen van telefoon provider
• Na 19 dagen deal ter waarde van $ 250.000
Bottom line: Monitoring en snelheid zorgen voor concurrentievoordeel
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#2 Avaya: Lead Scoring
Best Practices B2B Social Media Marketing
[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.
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#3 SteelMaster op Facebook
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#3 SteelMaster op Facebook
Best Practices B2B Social Media Marketing
Uitdagingen
• Stalen constructies & Social Media?
Facts
• Twitter voor promotie doeleinden
• Facebook voor engagement (foto’s)
• Nieuwe klanten uit andere segmenten
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#3 SteelMaster op Facebook
Best Practices B2B Social Media Marketing
Offerte aanvragen via Facebook pagina
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#3 SteelMaster op Facebook
Best Practices B2B Social Media Marketing
Van content naar leads
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#4 Blog van Louis E. Page
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#4 Blog van Louis E. Page
Best Practices B2B Social Media Marketing
Uitdaging
• Passie voor producten laten zien
• Meer groei door Social Media Marketing
Facts
• Facebook, Linkedin, Twitter, Flickr en blog
• > 1.500 downloads
• Omzetgroei van 850%
• Bottom line: Investeren in (blog) content loont
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#4 Blog van Louis E. Page
Best Practices B2B Social Media Marketing
Conversie
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#5 Fujitsu: Branding op Slideshare
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#5 Fujitsu: Branding op Slideshare
Best Practices B2B Social Media Marketing
Uitdaging
• Inspelen op behoefte van zakelijke inkopers
• Inzicht in voorkeuren
• Integratie met Corporate ‘LIFEBOOK’ campagne
Facts
• Eigen branded channel
• 138 documenten zoals Cases en Whitepapers
• Online leadgeneratie
• Linkedin, Facebook, Twitter en Blog
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#5 Fujitsu: Branding op Slideshare
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#6 John Deere gaat All-In
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#6 John Deere gaat All-In
Best Practices B2B Social Media Marketing
Uitdaging
• Betrokkenheid bij het merk versterken
• Creëren van content
• First Mover Advantage
Facts
• > 4.000 abonnees op YouTube
• > 1 miljoen Fans op Facebook
• > 24.000 volgers op Linkedin
• > 17.000 volgers op Twitter
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#6 Kinaxis: zakelijk blog
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#6 Kinaxis: zakelijk blog
Best Practices B2B Social Media Marketing
Uitdaging
• Thought Leadership
• Online community
Facts
• Blog sinds 2005
• 15 eigen bloggers
• Community met > 6.000 members
• Twitter, RSS, E-Mail, Linkedin en Video
• Meer dan 42.000 leads
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#7 Colt & Leadgeneratie
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#7 Colt & Leadgeneratie
Best Practices B2B Social Media Marketing
Uitdaging
• Minder effect door traditionele marketing
• Positioneren als kennisleider
• Meer en kwalitatieve leads van Marketing
Facts
• Bouw/Constructie
• 350 medewerkers
• Vestigingen > 75 landen
• Meer website traffic
• Binnen 9 maanden 82 leads via Social Media
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#7 Colt & Leadgeneratie
• Blog
• White Papers
• YouTube
• Flickr
• SlideShare
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#7 Colt & Leadgeneratie
Best Practices B2B Social Media Marketing
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#7 Colt & Leadgeneratie
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#7 Colt & Leadgeneratie
82 Leads via Social Media
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Risico’s
• Geen strategie
• Lage reactie snelheid
• Geen inzicht klantbehoefte
• Focus op korte termijn
• Interne tegenwerking
• Verkeerde verwachtingen
• Vergelijking met traditionele marketing
• Omgaan met negatieve feedback
• Geen lerende organisatie
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Succes Factoren
Centraal onderdeel Marketing en Innovatie
Niet één, maar verschillende kanalen
Toegewijd team met focus op Social Media
Bedrijfscultuur van dialoog en participatie
Best Practices B2B Social Media Marketing
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Strategie: de basics
Audit
Doelen
Doelgroepen
Content
Kanalen Organisatie
Planning
Uitvoering
Optimalisatie
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Best Practices B2B Social Media Marketing
Contact gegevens E: [email protected] T: www.titter.com/josveldwijk M: +31 (0)6 18 28 38 65
VeldMerk is een advies- en projectbureau gespecialiseerd in Social Media voor (middel)grote organisaties in Business to Business. VeldMerk biedt maatwerk oplossingen op het gebied van strategie, trainingen en implementatie. VeldMerk werkt samen met professionals op aanverwante gebieden zoals Online Video, Websites, Tekst & Design en Zoekmachine optimalisatie. Opdrachtgevers profiteren van gecombineerde expertise met behoud van één aanspreekpunt.