Ias B2b Marketing Measurability And Roi B2 B Workshop 16 Sep
The true ROI of social media for B2B #b2bnl
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Transcript of The true ROI of social media for B2B #b2bnl
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The true ROI of social media
Clo Willaerts
Amsterdam, 15 March 2011
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Business book
Versions:• “The Conversity
Model” / “Het Conversity Model”
• ePub, Kindle
Publishers:• Lannoo Campus (BE)
• Spectrum (NL)
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OBSERVATION
CONVERSATION
CONVERSION
INNOVATION
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OBSERVATION
CONVERSATION
CONVERSION
INNOVATION
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Objectives
B2B online marketers focus on lead generation (38%), retention
(34%) and awareness (28%).
Source: http://www.emarketer.com/Article.aspx?R=1007546
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Lead generation:Shipserv whitepapers
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Lead generation:Slideshare
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Branding & awareness
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Social media mix
LinkedIn has been the most popular social media platform for B2B, thanks to its professional focus
Source: http://www.emarketer.com/Article.aspx?R=1008243
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LinkedIn & B2B
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B2B vs B2B
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Social media mix: Cisco
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Social media mix: Getronics & FITagency
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OBSERVATION
CONVERSATION
CONVERSION
INNOVATION
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B2B customer communities
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B2B customer communities
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Private B2B communities
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Private B2B communities
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Why so serious?
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More from Kinaxis
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More from Kinaxis
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Conversation starters:AR experiments
Asia’s IT Service Provider Datacraft tried
augmented reality solutions for their marketing
Source: http://www.b2bento.com/2011/02/augmented-reality-in-b2b-marketing-%E2%80%93-a-case-study/
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OBSERVATION
CONVERSATION
CONVERSION
INNOVATION
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Pre-purchase evaluation:information
over 90% of B2B buyers are using social
media to research and execute purchases.
Source: http://www.b2bento.com/2010/01/social-media-for-b2b-marketing-free-whitepaper/
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Pre-purchase evaluation:opinions
B2B buyers are heavily influenced by third-party feedback in their purchasing
decisions—both to identify solutions and to limit risk to their organizations.
Source: http://www.slideshare.net/ckEpiphany/b2-b-social-media-business-case-ck-0909
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OBSERVATION
CONVERSATION
CONVERSION
INNOVATION
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Social Media are changing the way we live our lives
and do business
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“Being open should not be a mantra or philosophy, but a considered, rigorous approach to strategy and leadership that yields real results."
Innovation vs openness
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Innovation vs IT
It means your staff are going to be coming up with solutions on their own. [...] The technology doesn’t come from the information technology
department; IT’s new job is to support and encourage employees."
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Innovation vs customer care
“To succeed with empowered customers, you must empower your employees to
solve customer problems.”
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Every employee is first line
“Companies are unable to scale to keep up with the social phenomenon. We know that customers are using these social technologies to share their voices, and companies are having a very difficult time to keep up. [...] Customers don’t care what department you’re in they just want their problem fixed.”
March 2010 Altimeter report
More here: http://www.slideshare.net/bnox/roi-of-social-media
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Innovation vs recruiting
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Innovation vs CRM
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Innovation vs CRM
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Innovation vs Sales
“Cold calling [...] will become less prominent. Rather than pick up the telephone and call someone we have never contacted, we will pick up the telephone and call someone with whom we have had an established relationship via Twitter or Linkedln.”
(“The New Handshake”, by Joan C. Curtis, Barbara Giamanco 2010)