Published on November 18, 2013
Бизнес для бизнеса социальные медиа для Успеха (B2B Social Media for Success) 10 Tips & Trends for 2014 @LeeOdden -‐ Marke-ngBlog.com Image: Shu+erstock
@LeeOdden Agenda: Break it Down 3 10 1 Beneﬁts of B2B Social Media B2B Tips & Trends for Social Media B2B Social Media Model for Success
@LeeOdden Why Should B2B Marketers Care About Social Media?
@LeeOdden 90% of all data in the world has been created in the last 2 years. IBM: “Understanding Big Data” Internet connected devices NOW Source; ABI Research Image: Shutterstock 10B
@LeeOdden Ubiquitous Connectivity 2020 Ericsson Whitepaper 50B Create Consume Publish Interact Transact
@LeeOdden B2B Marketing Is More Than Just eBooks Email Case Studies Print Publications Videos Research Reports Direct Mail White Papers Infographics Webinars Newsletters Blog Posts
@LeeOdden B2B is Social
@LeeOdden And Social Media is On Fire 1 Billion 259 Million 1 Billion/MO 500 Million 883 Million 195 Million 148 Million 70 Million 130 Million
3 @LeeOdden Benefits: Social Media for Business Awareness: • Marke?ng & Sales • Media Rela?ons & PR Reten-on: • Customer Service • Community & Advocacy Opera-ons: • Recrui?ng • Collabora?on
@LeeOdden Social Media Marketing Maturity Ini-al Stages… Status Quo Listening Protect Focus: Discovery Focus: Maintain “What are people “Our customers do not use social media” saying about our brand on social networks?” Focus: Reputa-on Management “We need to take control of our brand on social media” Marketing Focus: Promo-on “Let’s promote our marke?ng & ads on social networks” Community Focus: Give to Get “Listen to customers, create useful content and posi?ve experiences on social networks. Grow community and earn customer a+en?on to buy, refer & advocate”
@LeeOdden B2B Social for Marketing Thought Leader eBook Performance -‐ 2 weeks: 43,000+ views on Slideshare 1,000+ PDF downloads 5000+ visits of interviews 3,300+ Retweets 200 “likes” 130 G+ 100+ inbound links 100’s of referrals to event
@LeeOdden B2B Social Content Marketing 56k 68k Next Closest Popular Preso 6,514 views | 1 year ago 125k
@LeeOdden 10 B2B Social Media Tips & Trends Image: Shu+erstock
@LeeOdden 1 Growth of Social Media comScore MMX 2013 Top Global Socnets: 1. Facebook (53% global market -‐ #3 in Russia) 2. LinkedIn 3. Twi+er … 9. VK (Vkontakte) 10. Odnoklassniki
@LeeOdden 1 Growth of Social Media In the U.S. 50% of B2B Buyers Use Social Media to Identify Solution Providers Source: Demand Gen Report B2B Buyer Survey
@LeeOdden 1 22% Post ?s to Social Networks In the U.S. 2013 Demand Gen Report B2B Buyer Survey Sources of Content to Make B2B Purchasing Decisions: 50% 48% 35% 33% Blogs
@LeeOdden 2 Converged Media - Shared Paid Earned Owned Shared
@LeeOdden 3 Social Media & Content In the U.S. Biggest Gainers: Slideshare up 90% Google+ up 70% Instagram up 300%
@LeeOdden 3 Social Media & Content Eﬀec-veness: LinkedIn 62% Twi+er 50% YouTube 48% Slideshare 45% Vimeo 40% Facebook 30% Pinterest 26% Instagram 23% Vine 22% Google+ 21% In the U.S.
@LeeOdden Social Media is More Than A B2B Content Promotion Channel Social Connects Brands to Buyers Across the Entire Sales Cycle Photo: kishjar? on Flickr
@LeeOdden 3 Understand the B2B Buyer Discover Search Keywords Social Topics Advertising Publications Events Word of Mouth Consume Text, Images, Audio, Video Mobile, Tablet, Computer Formal, Funny, Long, Short Act Social Share Engage Subscribe Register Inquire Buy
@LeeOdden 3 B2B Social & Buyer Journey Newsletter Social Ads PPC Email Media Website consideration interest Email PR Blog purchase Store Word of Mouth Engagement with the Brand Inclusion in more prospect dialogues retention FAQ Knowledge Base Ecommerce Radio TV Print Create Top of Mind Recogni?on Social Networks Blog Online Ads awareness Community Forum Reviews Increase in inquiries / sales mee?ngs advocacy Promotions
@LeeOdden 4 B2B Buyers Are People Too Humor: Cisco ASR 9000: A perfect Valen?nes Day gil because it has 6.4 terrabites per second, 400gbpps per slot, 6 ?mes the mobile backhaul capacity.
@LeeOdden 4 B2B Buyers Are People Too Marketo Ac-vity Coloring Book • Leveraged brand language, keywords • Cited thought leaders, authors
@LeeOdden 4 B2B Buyers Are People Too Marketo Ac-vity Coloring Book App • 354 registered downloads • 19.8% increase in registered downloads
@LeeOdden 5 B2B Social Media Hubs • • • • IBM Voices Intel IQ Social@Cisco Dell: Tech Page One
@LeeOdden 6 B2B Social Content & Quality 13k Views GE presents Compressorhead in Union Square NYC 11.12.13 (12 Nov) 56k Views 788k Views
@LeeOdden 7 Listening for Social Leads “IBM’s social media listening for leads eﬀorts have uncovered millions of dollars in sales.” eMarketer “Seekers” monitor social sites: -‐ Government sites for RFPs -‐ Blogs -‐ Discussion Boards -‐ Groups Sales Reps Blog & post about events and new info – Twi+er, LinkedIn Four key metrics: • number of leads created • lead value • win revenue • win rate. Image: IBM Solware Business Partner Blog
@LeeOdden 8 Social is Hot – Search is Too 4.8 BILLION Yandex Search Queries / Month Source: Search Engine Watch 2013 16% Of daily queries on Google have never been seen before Source: Google Internal Data, 2011 81% Of B2B buyers start with search engines Source: DemandGen Report May 2012
@LeeOdden 8 B2B Social - SEO • Search Discovery • Google Authorship • Social Shares = Links
@LeeOdden Blog Posts Tips & Examples eBook Website Category Email Newsle+ers Industry Media Coverage Press Releases Prospect Brand Networking Guide to B2B Social Social Networking Community Brand USP (Topic -‐ Keyword) Contributed Ar?cles Guest Posts Topical Survey “2013 Topic XYZ Survey” Co-‐Created Visual eBook with Conference SEO Oﬀ Site Commen?ng Topical Resource Lists Speaking at Conferences
@LeeOdden 9 B2B Social Media Tools Social Hubs Postano Tint Rebel Mouse Feed Magnet Telligent WordPress Listening Trackur Sysomos Salesforce Marke?ngCloud Management Hootsuite Sprout Social Wildﬁre Social Op-miza-on smo.knowem.com SEMRush.com Raven, Moz, AHrefs
@LeeOdden 10 B2B Social Measurement Social Content KPI’s • • • • • • • • • • • Visits Views/Impressions Fans Friends Followers Comments Likes Google Plusses Links SERPs Search Traffic Business Outcomes • Shorter Sales Cycles • Increased Order Quantity, Frequency • More Referrals • Share of Voice • Improve Service • Lower Marketing Costs • Grow Revenue • Improve Profits
1 @LeeOdden B2B Social Media Model awareness What customer segment are you targeting? Preferences Pain Points Behaviors purchase consideration What do they care about? What are their goals? Search & Social Data Sources retention What stories will connect your goals with theirs? Content Plan, Create, Curate Buy Cycle Op-mize advocacy Make it easy to find, share & act SEO, Social Networking, PR, Ads, Email Social Monitoring, Web Analytics, Social CRM
@LeeOdden Important B2B Social Skills in 2014 Segmenta?on Buy Cycle Stories Social Content Crea?on, Cura?on Social Ampliﬁca?on Community Measurement Uniﬁed Strategy Goals Resources What Is Your Business Doing To Master These Skills?
@LeeOdden Takeaways Understand B2B buyers: Where does social ﬁt? • Discover • Consume • Act Give to Get: Create value for B2B buyers (personal/professional) through informa-on and engagement -‐ before expec-ng a lead or sale S-ck With It: Social media contributes across the en-re customer lifecycle: Awareness > Purchase > Advocacy Be pa-ent for results Image: Shu+erstock
@LeeOdden Thank You Lee Odden lee@toprankmarke?ng.com TopRankMarke-ng.com Marke?ngBlog.com Op?mizeBook.com Op-mize Available in Russian in 2014 h+p://www.mann-‐ivanov-‐ferber.ru/books/mif/op?mize/
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