b2b social media marketing: humanizing your company
DESCRIPTION
Social media has become the fastest way to humanize your brand. Once "faceless" corporations are embracing transparency and authenticity and engaging with their customers. By by-passing the call center, by responding as real people and by adding a touch of humour, companies are increasing customer loyalty. In this presentation Christine Perkett shows how brands are shifting from staunch, corporate entities to humanized, "socialized" powerhousesTRANSCRIPT
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
P: 781.834.5852
@PerkettPR and @missusP
http://www.linkedin.com/in/christineperkett
http://www.facebook.com/PerkettPR