1. MAKING SENSE OF SOCIAL MEDIA FOR B2B COMPANIES JOSH KIMBER @JOSHKIMBER ABOUT.ME/JOSHKIMBER

2. Social Media Web sites and other online means of communication that are used by large groups of people to share information. 3. 6 ISSUES DRIVING CHANGE 4. ISSUE #1 AUDIENCES ARE EVERYWHERE 5. ISSUE 2 EVERYONE IS AN AUTHOR 6. ISSUE 2 ANYONE CAN AUTHOR NEWS 7. ISSUE #3 WE DONT TRUST BUSINESSES 8. ISSUE #4 MARKETING NO LONGER CREATES DEMAND 9. ISSUE #4 MARKETING NO LONGER CREATES DEMAND 10. ISSUE #5 PERSONAL AND PROFESSIONAL RELATIONSHIPS HAVE CONVERGED 11. #6 TIMING IS EVERYTHING 12. #6 TIMING IS EVERYTHING 13. #6 TIMING IS EVERYTHING 14. #6 TIMING IS EVERYTHING 15. 6 ISSUES DRIVING CHANGE #1 Audiences are everywhere. #2 Everyone can be an author/creator of content. #3 People dont trust business anymore. #4 Marketing no longers creates demand. #5 Personal and Professional relationships are no longer exclusive. #6 Timing is everything. 16. DOES B2B BELONG IN SOCIAL? 17. A LOOK AHEAD ITS NOT B2B. ITS BECOMING P2P. 18. SOCIAL MATURITY FRAMEWORK 2 Developing Marketing interacts Direct consumer engagement Paid/owned/earned presences are born 1 Initial PR and Communications Simple monitoring Report on Sentiment and Influence 3 Defined Marketing promotions take form Customer service engages Social graph aggregation 4 Managed Global coordination Governance and social incident response plans Paid/owned/earned is optimized 5 Optimized Social embedded into products, services and events Links to customer service, sales, HR, IT Functionality ExtensiveLimited BusinessImpactHighLow 19. The only sustainable competitive advantage is knowledge of and engagement with customers. Josh Bernoff, Forrester Analyst Competitive Strategy in the Age of the Customer, June 2011 20. UNDERSTANDING CUSTOMERS MEET ASHLEY Life Time Fitness member at Crosstown since December. 400 club visits since she joined. Over fifty visits between September through October. Current membership Jr. Executive 21. SOCIAL DATA - ITS ASHLEYS BIRTHDAY Whoa. She bought a Groupon for CorePower Yoga? Possible attrition. She loves yoga and Caribou Coffee Past tweets and check-ins confirm this. 22. CAMPAIGN HAPPY BIRTHDAY FROM LIFE TIME Life Time responds with a card wishing her a happy 27th birthday from @lifetimefitness and @lifepoweryoga. Included a Caribou Coffee gift card for $27. Total cost = $31 7/30/2013 // Life Time The Healthy Way of Life Company 23. HER REPLY 7/30/2013 // Life Time The Healthy Way of Life Company 24. AND IT DIDNT STOP THERE 7/30/2013 // Life Time The Healthy Way of Life Company Standard mention Referral Strong Referral Retweet 25. THE RESULT 17 @lifetimefitness mentions between November- January to over 1,000 followers. 1 Referral join via twitter and 3 total November-January. Average Annual member spend = $1,400 Return = $4,200 for $31 The best part, when asked, she never activated her CorePower Yoga pass she purchased from Groupon. Whoa! What just happened? 26. SOCIAL NETWORKS ERP CRM EMAIL LOYALTY COMMUNITY MARKETING ACTIVITIES SOCIAL DATABUSINESS DATA ACQUISITION RETENTION Engagement Quadrants 27. 4Magnify Word of Mouth ATTRACT 1 Centralize Profile Data NURTURE 2Connect to Social Channels INFLUENCE 3Surprise & Delight! ADVOCACY Customer Profile Engagement Quadrants 28. How Social can drive incremental business in B2B. Social Listening Identify new leads and current customer opportunities Social Engagement Driving incremental visitors to existing content Create A Community Enable collaboration and access to exclusive content 29. SOCIAL LISTENING 30. LISTEN FOR ENGAGEMENT OPPORTUNITIES ACROSS THE ENTERPRISE Strategic Planning Sales Marketing Innovation Customer Service Industry Competitors Hot topics Trends Purchase intent Lead gen Funnel analysis Brand perception Brand reach Content strategy Product Development New opportunities Desired features Issue resolution Product performance Support trends Insights Business Value LISTENING OPPORTUNITIES 31. RIMS 2012 Conference MediaConversation Cloud Topic Trends 3,617 Conversations between 4/1-5/31/12 32. Mentions from RIMS 33. /pub//jeff-stege- arm/20/923/2a7 288 connections Jeff Stege kellertxdad@gmail.com /Keller.tx.dad 316 Friends Career: Title Dir Risk Management 4+ years Interests: Brands: Life Stage: Married 2 kids@KellerTXDad 170 followers 2,532 Tweets 34. SOCIAL ENGAGEMENT 35. CYBER RISK Gender Conversation Cloud Media Age 35,936 Conversations in Past 90 Days Cyber Risk 36. CYBER RISK COMMUNITIES Large/Business Communities Small/Niche Communities 37. Weve been tracking threats for 2013 and what this could mean to cyber risk policies as well. More here CTA - Campaign Engagement can also mean proactive communication. 38. MOZ FORMERLY SEOMOZ.COM 39. WHITEBOARD FRIDAYS 40. MOZ BLOG 41. CREATE A COMMUNITY 42. MORE MOZ 43. MARSH COMMUNITIES 44. BRINGING IT HOME 45. SOCIAL LISTENING Identify what areas of your organization could benefit from social listening. Marketing? Sales? Product Development? Determine where your community is. Outline the goals of listening. Capture benchmarks/KPI to measure success. 46. SOCIAL ENGAGEMENT Reactive Communication How will you respond to specific situations? Who will reply to certain mentions/posts? Create a Social Playbook and Social Media Policy. Proactive Communication What content does your community need to be successful? Develop/define a content strategy. 47. CREATE A COMMUNITY Do you have exclusive content that would require an email/login? Are your customers asking to connect to other customers? 48. TODAYS TOPIC Making Sense of Social Media for B2B companies. What is driving the change to Social Media? Is Social Media the right place for B2B companies? Social Listening Engagement Communities Next Steps for your organization. 49. THANK YOU - Q &A JOSH KIMBER @JOSHKIMBER ABOUT.ME/JOSHKIMBER 50. PEOPLE TO FOLLOW Gary Vaynerchuk - @garyvee 25 minute video - http://youtu.be/WGTpp2mWW64 Author of Crush It, The Thank You Economy and Jab, Jab, Jab, Right Hook Jay Baer - @jaybaer Author of YOUtility Host of Social Pros Podcast Jerimiah Owyang - @jowyang Altimeter Group Analyist Brian Solis - @briansolis Author of The End of Business as Usual and WTF 51. COMPANIES TO FOLLOW Altimeter Group - @AltimeterGroup Salesforce Marketing Cloud - @MarketingCloud Hubspot - @Hubspot Spredfast - @spredfast Moz - @Moz