Building the Case for B2B Social Media
-
Upload
itshumphrey -
Category
Documents
-
view
1.167 -
download
1
description
Transcript of Building the Case for B2B Social Media
Building the Case for B2B Social Media
AppleExpo
Presented by Humphrey Ho – Agile Dudes Inc.
• Principal Social Media Strategist @ Agile Dudes Inc
• Clients:
• Social Media & Digital Strategy• Online Community Management• Brand Eminence and Monitoring
Humphrey HoCAPM | MBA | H.BSc.
@itshumphrey
Agiledudes.com/thoughts
Did you know?
72% of Internet users are part of one social network – that’s 940 million users! (Insites Consulting)
18% increase in revenue for companies using social media
6% decrease in revenue for companies NOT using social media
(Eric Qualmann, 2009)
57% of US workers use social media once a week
for business purposes (IDC State of Social Business 2009)
33% of adults use social networks for professional purposes(Forrester Research – Conversations Get Onto the Ladder 2010)
The Apple Reseller Summit and AppleExpo have a Twitter Account and Blog?
Follow: @appleexpo Hashtag: #appleexpo Blog: Appleexpo.ca/blog
The Way We Communicate
Baby Boomers (1964 or earlier)
• 7 hours a day on a PC• 1.1 hours a day on an
iPhone or Blackberry• Receive 69 emails a day• 24% befriend clients on
social networking sites• 28% are likely to blog
about work• 14% access social
networking sites from work
Generation X (1965 – 1979)
• 7.8 hours a day on a PC• 1.7 hours a day on an
iPhone or Blackberry• Receive 63 emails a day• 44% befriend clients on
social networking sites• 42% are likely to blog
about work• 39% access social
networking sites from work
Generation Y(1980 or later)
• 8.5 hours a day on a PC• 4 hours a day on an
iPhone or Blackberry• Receive 40 emails a day• 47% befriend clients on
social networking sites• 43% are likely to blog
about work• 62% access social
networking sites from work
Lexis Nexis Technology Gap Survey April 09
All generations agree - the line between professional and personal life is blurring
General Rules of B2B and Social Media
• Social media tools are just that...tools– It’s all in the strategy and implementation of such
tools. B2C and B2B tools are the same!• B2B: Few customers drive majority of revenue– Encourage client-vendor collaboration using SM
• B2B cost of acquisition 3-5x that of retention– Use SM to reduce costs of brand exposure– Target decision makers of prospective accounts
B2B & Social Media – Key
Benefits
Extend Relationsh
ips
Expand Reach
Professional Communitie
s
Increase WOM
Thought Leadershi
p
Reduce Marketing
Spend
Notable companies and social media• American Red Cross - $5 million dollars for Haiti in less than 72
hours
• Ford – 2010 marketing budget = 25% on social media
• Lenovo – Reduced call centre activity 20% with Lenovo Support
Community
• VW – Launches VW GTI solely using social media
• EBay – Users of online community spend 54% more
• Burger King’s Delete 10 Friends – investment = <$50,000
impressions = $32M , press/media value = $400,000Sources: Respective company news releases
Social Media Strategy – The Pre-ListStandardize Nomenclature
Centralize Assets
Purpose of each social media tool
Identify internal/external resources
Time/Schedules?
Policies/Rules of Engagement
Business Objectives
Twitter Tips
• 74 million Tweeple, 50 million tweets• Use as an outpost • Re-tweet others that have similar content• #hashtags!• Setup a tweet schedule• Integrate with other social media properties
Expand Reach Thought Leadership
Increase WOM
Expand ReachFacebook Tips
• 400 million users, 30% activity about brands• Understand your fan base• Focus groups, surveying, technographics• Run incentive promotions• Integrate into other web properties
Reduce Marketing
Spend
Extend Relationships
Expand Reach Thought LeadershipLinkedIn Tips
• 100 million members, 33% over 45• Build Thought Leadership – Answer questions,
post discussions, join groups• Share! Take advantage of LinkedIn Widgets• Cross-promote your profile elsewhere• Host “exclusive” content and seminars
Professional Communities
Social Media Tools At-A-Glance• Blogs
– Corporate, Individual, Public (Ulitzer)• Wikis
– Product/Solution Enabling• Social Networks
– Linkedin, Facebook, MySpace• Microblogging
– Twitter, FriendFeed• Forums/Groups
– Google Groups, open knowledge sharing• Online Video
– YouTube, blip.tv, Vimeo• File Sharing / Podcasting
– Scribd, Slideshare• User Community
– Private knowledge sharing• Bookmarking
– Digg, Delicious, Reddit• WOM (Word of Mouth)
B2B & Social Media – Key
Benefits
Extend Relationsh
ips
Expand Reach
Professional Communitie
s
Increase WOM
Thought Leadershi
p
Reduce Marketing
Spend
Relationship Building• Two-way, real-time nature of social media
enable highly personal brand experience• B2B executives can interact directly with
prospects and customers
Extend Relationships
Expand your Network
• Identify new business leads and partners who pull your content
• Monitor online conversations, trending topics
• Use social media as an outpost
Expand Reach
• Build professional communities, or join an existing one!
• Share insights, answer questions, provide third-party referrals
• Knowledge-sharing...good place to build thought leadership!
Tap Professional CommunitiesProfessional Communities
Increase Third-Party Influence
• Encourage Word-of-Mouth feedback
• Build referral programs by providing a platform for interaction
• Find brand advocates and monitor positive endorsements
Increase WOM
Provide Thought Leadership
• Leverage multimedia channels to give expertise
• Gain exposure through exchanging knowledge with other professionals
• Repurpose existing content for new social media platforms
Thought Leadership
Reduce Marketing Spend
• Safenet – $1 million in direct revenue from LinkedIn IT Security Community
• Vocus - $500,000 revenue– B2B support via @vocus– LinkedIn participation
• Lenovo – 20% reduction in call center activity using Lenovo Community
• SUN – 3000 employees blog about projects – Ranked #451 website
Reduce Marketing
Spend
Things to Consider in Social Media (and how we can help...)
• Social Media Monitoring• Online Community Management• Social Media Bootcamps• Public/Private Social Networks• Social Ready Websites• Mobile• Multimedia Channels • Social Media Blueprint
Social Media Best Practices
• Useful content – helpful and knowledgeable• Comment and reply• KISS (Keep it Simple...)• Linkback and Trackbacks to others• Be consistent – schedule updates• Develop a Social Media Policy• Have a sustainable strategy• Make sure you’re “social-ready”
Agile Dudes Inc.
60 Adelaide Street East
Toronto, Ontario M5C 3E4
416-203-3380
www.agiledudes.com @agiledudes agiledudes.com/thoughts