jos veldwijk best practices social media dml 2012 eng
Post on 08-May-2015
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Best Practices B2B Social Media Marketing
Best Practices in B2B Social Media Marketing
English Version
Best Practices B2B Social Media Marketing
Jos Veldwijk 100% Social Media in B2B
Entrepreneur & Consultant
Twitter: @josveldwijk Mail: jos@veldmerk.nl
Let’s talk about…
• Best Practices in B2B
• Risks and Keys to Success
• Social Strategy Basics
Best Practices B2B Social Media Marketing
#1 SIDN: Crowd Sourcing
Best Practices B2B Social Media Marketing
#1 SIDN: Crowd Sourcing
Challenges
• Input needed for software product development
• Just a few experts available in The Netherlands
Facts
• LI Groep > 200 members
• Lower costs than regular R&D program
• Unique access to specific knowlegde
• Creating new demand
Best Practices B2B Social Media Marketing
#1 SIDN: Crowd Sourcing
Best Practices B2B Social Media Marketing
#2 Avaya: Lead Scoring
Best Practices B2B Social Media Marketing
Communication Provider
Industries: Education, Financial Services, Healthcare, SMBs
Social Media: Twitter, Facebook,
YouTube, Linkedin, Flickr, Blog
#2 Avaya: Lead Scoring
Best Practices B2B Social Media Marketing
Challenges
• Competitive market
• Identify customer needs
Facts
• Prospect mentions to switch provider
• After 19 days new deal closure at $ 250.000
Bottom line: Monitoring and speed gave competitive advantage
#2 Avaya: Lead Scoring
Best Practices B2B Social Media Marketing
[prospect] … or Avaya? Time for a new phone system very soon.
@[prospect] – Let me know if we can help you – we have some Strategic Consultants that can help you assess your needs.
#3 SteelMaster op Facebook
Best Practices B2B Social Media Marketing
#3 SteelMaster on Facebook
Best Practices B2B Social Media Marketing
Challenges
• Can we use Social Media in our business of steel buildings?
Facts
• Twitter for promotion purposes
• Facebook for engagement (photo’s)
• Gained new customers from unknown markets
#3 SteelMaster on Facebook
Best Practices B2B Social Media Marketing
Quote request via Facebook Business Page
#3 SteelMaster on Facebook
Best Practices B2B Social Media Marketing
From content to leads
#4 Blog by Louis E. Page
Best Practices B2B Social Media Marketing
#4 Blog by Louis E. Page
Best Practices B2B Social Media Marketing
Challenges
• Show passion for everything about fences
• Business growth via Social Media Marketing
Facts
• Facebook, Linkedin, Twitter, Flickr and blog
• > 1.500 downloads
• Revenue growth 850%
• Bottom line: investing in (blog) content pays off
#4 Blog by Louis E. Page
Best Practices B2B Social Media Marketing
Conversion
#5 Fujitsu: Branding via Slideshare
Best Practices B2B Social Media Marketing
#5 Fujitsu: Branding via Slideshare
Best Practices B2B Social Media Marketing
Challenges
• Fullfill information need of B2B buyers
• Gain insights in B2B buyer preferences
• Integration Corporate ‘LIFEBOOK’ campaign
Facts
• Own branded channel
• > 130 content files i.e. Cases and Whitepapers
• Online lead generation
• Linkedin, Facebook, Twitter and Blog
#5 Fujitsu: Branding op Slideshare
Best Practices B2B Social Media Marketing
#6 John Deere goes All the Way
Best Practices B2B Social Media Marketing
#6 John Deere goes All the Way
Best Practices B2B Social Media Marketing
Challenges
• Strengthen customers brand loyalty
• Creating content
• First Mover Advantage
Facts
• > 4.000 subscribers for YouTube channel
• > 1 million Fans on Facebook
• > 24.000 Followers on Linkedin
• > 17.000 Followers op Twitter
Best Practices B2B Social Media Marketing
Best Practices B2B Social Media Marketing
Best Practices B2B Social Media Marketing
Best Practices B2B Social Media Marketing
Best Practices B2B Social Media Marketing
Best Practices B2B Social Media Marketing
Best Practices B2B Social Media Marketing
#7 Kinaxis: Business Blog
Best Practices B2B Social Media Marketing
#7 Kinaxis: Business Blog
Best Practices B2B Social Media Marketing
Challenges
• Thought Leadership
• Online community
Facts
• Blog since 2005
• 15 employee bloggers
• Community > 6.000 members
• Twitter, RSS, E-Mail, Linkedin and Video
• > 42.000 leads
Best Practices B2B Social Media Marketing
Best Practices B2B Social Media Marketing
Best Practices B2B Social Media Marketing
Best Practices B2B Social Media Marketing
Best Practices B2B Social Media Marketing
#8 Colt & Lead Generation
Best Practices B2B Social Media Marketing
#8 Colt & Lead Generation
Best Practices B2B Social Media Marketing
Challenges
• Less effect by traditional marketing
• Positioning as Thought Leader
• More and better leads from Marketing
Facts
• Building industry
• 350 employees
• Locations > 75 landen
• More website traffic
• Within 9 months 82 leads via Social Media
#8 Colt & Lead Generation
• Blog
• White Papers
• YouTube
• Flickr
• SlideShare
Best Practices B2B Social Media Marketing
#8 Colt & Lead Generation
Best Practices B2B Social Media Marketing
#7 Colt & Lead Generation
Best Practices B2B Social Media Marketing
#7 Colt & Lead Generation
82 Leads via Social Media
Best Practices B2B Social Media Marketing
Why Social Projects Fail
• Lack of Strategy
• Low response speed
• Lack of customer Insights
• Focus on short term
• Legal department hinders project
• Wrong expectations
• Comparison with traditional marketing
• Dealing with negative feedback
• Lessons learned never shared
Best Practices B2B Social Media Marketing
Keys to Success
Fully integrated into Marketing and Innovation
Use at least 5 Social channels (not just a few)
Dedicated team has focus on Social Media
Company culture about dialoque and participation
Best Practices B2B Social Media Marketing
Social Strategy Basics
Audit
Goals
Persona’s
Content
Channels Organization
Planning
Execution
Optimization
Best Practices B2B Social Media Marketing
Best Practices B2B Social Media Marketing
Best Practices B2B Social Media Marketing
Best Practices B2B Social Media Marketing
Get in touch E: jos@veldmerk.nl T: www.twitter.com/josveldwijk M: +31 (0)6 18 28 38 65
VeldMerk is a Dutch consultancy company 100% dedicated to Social Media for medium and large seized companies in Business to Business. VeldMerk offers specific services in Strategy, Training and Project Management. VeldMerk closely ooperates with professionals for supplemental services such as Online Video, Websites, Text & Design and SEO. Clients from several industries leverage our expertise suiting their needs and possibilities.
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