nicola ray - is the future social for b2b marketers?
TRANSCRIPT
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B2BMARKETERS:THE FUTUREIS SOCIAL
ON THE EDGE: BRISTOL
#EdgeBristol
@N1colaRay
@modmedialtd
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TRENDS
STRATEGY
ENGAGEMENT
MEASURING
OUTLINE
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93% OF MARKETERS USE SOCIAL MEDIA FOR BUSINESS
Source: Search Engine Journal
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Source: Useful Social Media, 2014. Taken
from Econsultancy Social Media
Compendium, 2014
B2B USES FOR
SOCIAL MEDIA
CO
MM
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RK
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ING
CU
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E
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Source: B2B Marketing Magazine, Social Media Benchmark, 2013
STRATEGIC REASONS FOR
USING SOCIAL MEDIA
10% NURTURING LEADS
36% GENERATING LEADS
48% THOUGHT LEADERSHIP
54% BUILDING BRAND PRESENCE
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Source: B2B Marketing Magazine, Social Media Benchmark, 2013
TACTICAL REASONS FOR
USING SOCIAL MEDIA
R&D
RECRUITMENT
CROSS SELL / UP SELL
DRIVING WEBSITE TRAFFIC
NEW PRODUCT LAUNCH
CUSTOMER SERVICE
DRIVING DIRECT SALES
CUSTOMER INSIGHT
CUSTOMER LOYALTY
13%
14%
15%
16%
16%
55%
6%
1%
6%
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-
MORE THAN 60% OF
MARKETERS WHO SPEND
6-10 HOURS A WEEK ON
SOCIAL MEDIA MARKETING
SAY IT HELPS THEM
GENERATE LEADS.
Source: Social Media Examiner, May 2013
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B2B BUYERS USE SOCIAL
MEDIA TO RESEARCH,
VALIDATE AUTHENTICITY
AND THEN ENGAGE.
Source: Buyersphere, 2013
ENGAGE
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SOCIAL MEDIA NEEDS A CLEARLY DEFINED STRATEGY FOR SUCCESS
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LISTENENGAGEREVIEW
INSIGHT
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WHEN PEOPLE TALK,
LISTEN COMPLETELY.
MOST PEOPLE NEVER
LISTEN.ERNEST HEMINGWAY
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-RT -JOB -CAREERS OR #BIGDATA OR
#DATASCIENCE OR #HIT OR TELECOM
OR “BIG DATA” SINCE:2014-01-01
GEOCODE:51.452468, -2.599115,500KM
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$2MPIPELINETHREE WEEKS
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WORKING THE GROUP
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DETERMINE THE METRICS
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LEADSMQLSALSQLOPPSALE
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Source: ExactTarget, January 2014
AGREE IS AGREE WILL DON'T AGREE
SOCIAL MEDIA
MARKETING IS
PRODUCING ROI:
34% AGREE
SOCIAL MEDIA
MARKETING WILL
EVENTUALLY
PRODUCE ROI:
52% AGREE
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CLEARLY DEFINED
THE SECRET:
STRATEGY
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IS THE FUTURE
SOCIALFOR B2BMARKETERS