b2b social media marketing: humanizing your company

Humanizing Your Brand

October 12, 2011

What Makes a Brand “Human”

“Things don’t have to change the world to be important.” - Steve Jobs

Source: Wikipedia

“Business customers are people too, and they love to connect in social channels”

Josh Bernoff, author and analyst

Where B2B marketers plan to spend in 2012

•  20% social media;

•  19% online ads;

•  18% mobile marketing;

•  17% search engine marketing

ANA (Association of National Advertisers)

Marketers Biggest Headaches

IBM CMO Study 2011

v Data Explosion

v Social Media

v Proliferation of Channels and Devices

v Shifting Consumer Demographics

All too often, B2B marketing efforts are restrained by a deadly seriousness that simply ignores the humanity of the target.

Fast Company

Source: Wikipedia

Source: Wikipedia

Source: Wikipedia

Source: Wikipedia

Source: Wikipedia

“…increased productivity in the call center by 10 percent and quality of guest care continues to rise”

•  Sense of humor

•  Stick with the shtick

•  Resourceful

•  Open/transparent

•  Consistent

•  Always say “Please” and “Thank You”

•  Personal … & professional

•  Talking with not at

•  Resourceful

“Delivering customer value is paramount — and an organization’s behavior is as important as the products and services it provides” IBM CMO Study

•  Innovative

•  Understanding the audience

•  Patience

•  Sense of humor

•  Taking risks

•  Track and measure

Source: Fast Company

•  2.7 times increase in website traffic

•  3.2 times increase in conversion

•  5.3 times increase in blog traffic

•  6.0 times increase in registration of community members

•  Numerous awards, coverage, recognition

Source: Fast Company

Humans Solve Problems

v Data – resourceful, helpful, pointed (vs just entertaining)

v Social Media – building awareness, relationships (vs making deals, specials)

v Proliferation of Channels and Devices - (integrated pull/push/pull marketing campaigns, reusable content)

Thank you!

Christine Perkett

cperkett@perkettpr.com

P: 781.834.5852

@PerkettPR and @missusP

http://www.linkedin.com/in/christineperkett

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