Social Business in Sales and Marketing
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Transcript of Social Business in Sales and Marketing
…and adding the new
22 November 2012
Leigh HopwoodB2B Technology Marketing Consultant
Website www.reddmarketing.co.ukEmail [email protected]
Call 07746 249132Skype leighhopwood
LinkedIn /leighhopwood or /reddmarketingTwitter @leighhopwood or @reddmarketing
Social Business
• Organisations that have adopted the social business model utilise social media tools and social networking behavioural standards across functional areas for communicating and engaging with external audiences, including customers, prospective customers, prospective employees, suppliers, and partners.
• Combining social networking etiquette (being helpful, transparent and authentic) with business engagement on LinkedIn (for one-to-one interaction), Twitter (for immediacy) and Facebook (for content sharing) more fully involves employees in the organization and increases customer intimacy and trust.
Buying Cycle
The Process• Identified business
challenge• Research possible
solutions• Define technology
requirement• Search for suppliers;
Google, recommendations• Validate potential suppliers• Negotiate and purchase• Deliver, service and upsell
Typically• Information is power!• Long sales cycles• Complex decision making
unit• Less visibility of pricing• Multiple influencers• Relationships are key• Strong brand positioning
and awareness is highly influential
• Prove you can do it!
Why?
93% of marketers use social media for business
Why?• 84% of B2B tech buyers use social networks to keep up with trends and stay
connected• 41% of B2B tech buyers use social media at some point in the buying process• Web searches and LinkedIn are equally as useful for finding potential B2B
suppliers; Twitter is the most useful channel in final supplier selection• Of B2B tech buyers:
– 90% participate in Video– 80% participate in Blogs– 80% participate in Wikis– 69% participate in Social Networks– 53% participate in Podcasts
• 23% of tech buyers are active content contributors on social media• 21% of B2B companies can consistently demonstrate ROI from social media
investmentSources: IDC,KnowledgeStorm, Buyersphere Report 2012, IDG Knowledge Hub
What is your Social Business Strategy?
• Who are you engaging with? Employees, prospects, customers? Define these segments
• Are they on LinkedIn? Are they using other platforms? Twitter? Facebook? Do you need your own platform?
• What do they want to know about you and your business?
• What is your tone of voice? • Do all channels have a consistent message?• How often are you active?• What do you expect to gain?
Be there and be active!
Personal Profile• Full profile• Grow connections• Recommendations• Status updateshttp://uk.linkedin.com/in/stevepipe
http://uk.linkedin.com/in/johndunnet
Your Personal Profile
• Summary– Let your personality shine– What are you offering others?– What makes you so credible?– Use keywords– Include Specialities
• Experience – don’t create a CV• Projects – key client projects• Skills & Expertise – endorsement • Education – it adds to your credibility• Websites – change ‘Company Website’!• Interests – could be your USP!• Groups – join relevant groups• Add applications – SlideShark, WordPress
Settings and Personalisation
• Consider when to broadcast mass changes• Apply privacy settings• Set email notifications• Manage settings of third party applications/plugins• Upgrade your account
– To use inmails– Searching for contacts – more filters and display more
contacts– Saving profiles in an organised file structure
Be there and be active!
Personal Profile• Show credibility• Grow network• Get recommendations• Share knowledgehttp://uk.linkedin.com/in/stevepipe
http://uk.linkedin.com/in/johndunnet
Company Profile• Level the playing field!• Employees connected• Get recommendations• Grow followers• Status updates; link to
website• Promote URL through
other channelshttp://www.linkedin.com/company/philips
http://www.linkedin.com/company/linkedin
http://www.linkedin.com/company/rackspace-hosting
Your Business Profile
• Branding – exploit the opportunity!• Company update – start using it; press releases, white
papers, hiring, tweets• Overview – use keywords and consistent message • Adverts – add banner ads/offers• Products and services – add them and ask for
recommendations• Video – add YouTube URLs• Promotions – add offers/downloads• Disclaimer – seek legal advice• Careers – use it if you are recruiting• Analytics – see how effective your pages are
Grow your network and engage
Join groups• Listen• Ask questions• Answer questions• Engage – don’t sell!
Find people• Named accounts/
contacts• Send direct messages• Engage – don’t sell!• Save contact history in
CRM
How to measure…
• Social drives traffic to website• Track where the traffic comes from (short URLs)• Website generates the lead• Analytics will track conversions• Lead generated in CRM• Contact history created
Use metrics to focus your time
• Are your contacts responding?• Which message creates the greatest response?• Does one customer type respond more?• What type or format of content generates most
responses?• Which of your connections has the greatest
influence?• What generates the most qualified leads?• …
Where should you be spending your time?
Winning formula
Profitable Relationships
Quality Network
Quality Content
ConsistencyPersonality
Measure and Tweak
ExamplesTechnology Company Social Media Result
Lenovo (hardware) Community website 20% reduction in call centre activity
Moonfruit (web hosting) Social media mix 20% increase in sales
Genius.com (marketing automation provider)
Social media mix 24% of its social media leads convert to sales opportunities
Archer Technologies (provider of risk and compliance solutions)
1) Archer Community2) Archer Exchange
(app store)
1) 20 new members, 4,000 unique visits and 400+ downloads every week
2) 17,000 unique visits, 90,000 page views and 1,200 downloadsEnhanced product development from user feedback directly helped form 3 new products
InfusionSoft (CRM) Social media mix Need for less customer service agents, whilst increasing customer satisfaction by 10%
Avanade (enterprise solutions)
Twitter and YouTube 9,294 video viewshttp://www.youtube.com/user/AvanadeUK
Idea Paint (paint to businesses)
Facebook and Flickr Social media is the largest source of leads
RS Components (electronic components)
Community website 45,000 community members, 60,000 downloads of its PCB tool http://www.freshnetworks.com/clients/rs-components
infoMENTUM (information management)
LinkedIn 75% of leads generated through LinkedIn
Examples
• How social media helped Cisco shave $100,000+ off a product launch http://www.socialmediaexaminer.com/cisco-social-media-product-launch/
• How Kinaxis achieved 270% increase in website traffic, 3.2 increase in conversions and 600% increase in registration of community members http://socialmediab2b.com/2010/06/b2b-case-study-online-community/
• How GE MarkNet gained 3,200 members in a community and saved £250,000 in a single project http://socialmediab2b.com/2011/02/b2b-social-media-example-ge-marknet/
• How Hinda Incentives went from start up to winning awards, industry recognition and authority, improved search visibility, leads, sales and boosted site traffic considerably in 2 years; LinkedIn is the second source of web traffic behind organic search http://www.businessesgrow.com/tag/hinda-incentives/
• How Shipserve saw an ROI in 3 months after a $30k investment in content distributd through social media channels (LinkedIn and Twitter) http://www.businessesgrow.com/2010/06/20/a-fascinating-hardcore-b2b-social-media-success/
• How IBM turned sales consultants into industry thought leaders with reported tangible increase to sales pipeline http://www.text100-uk.com/2012/07/b2b-social-media-case-study-turning-ibms-sales-consultants-into-industry-thought-leaders/