social media for b2b - social3i - school of visual concepts dec 7 2011

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School of Visual Concepts

Social Media Strategies and

Programs for B2B Marketers

Dec 7, 2011

Andy Boyer & the Social3i Team

http://social3i.blogspot.com/



http://www.social3i.com/

social3i Proprietary and Confidential 2

Copyright Note

The material used in this deck is a combination of content

originally created and developed by Social3i Principals, as well

as content sourced by researching social media in major

search engines and content sharing sites. Many of the slides

you see here came from other decks on Slideshare.net.

Hopefully all charts and graphs in the deck attribute the work

to the original owner, along with a link to where the content

was sourced. However, due to the widespread sharing of this

deck, and the number of edits, it is possible that some

information is not accurately attributed. We apologize for any

errors, and in no way make any claims that all of the data in

this presentation is the original work of Social3i Consulting.

If you feel your work has been unfairly distributed or

represented in this presentation, please contact

[email protected].


About Social3i

• Social3i is a small but nimble digital marketing .

• We provide large-scale brand analysis, audience research and social

marketing programs for major global brands, small to mid-sized companies

and government organizations.

• We focus on social commerce and delivering ROI-based programs, not just

brand impressions.

• We develop content for companies of all shapes and sizes.

• Background with RealNetworks, Publicis, T-Mobile, Microsoft, Photoworks,

venture-backed startups, non-profits, and minor league baseball. Web: http://www.social3i.com Blog: http://www.social3i.com/blog

Twitter: @social3i Email: [email protected]

Slides: www.slideshare.net/social3i Facebook: www.facebook.com/social3i

Intelligence &

Insight Ideation & Planning

Influencer Marketing

Social Marketing Program

Development

Social Competency

Training



http://www.social3i.com/blog

http://www.social3i.com/blog

http://twitter.com/social3i

http://twitter.com/social3i

mailto:[email protected]

http://www.slideshare.net/social3i

http://www.facebook.com/social3i

What you asked for

What you asked for

Rating

Average

Examples of other B2B Social Media Campaigns 0.0% (0) 0.0% (0) 0.0% (0) 16.7% (1) 83.3% (5) 3.83

Social Media Frameworks and Strategies 0.0% (0) 0.0% (0) 0.0% (0) 66.7% (4) 33.3% (2) 3.33

Analytics Tools 0.0% (0) 0.0% (0) 16.7% (1) 83.3% (5) 0.0% (0) 2.83

Social media Management Tools 0.0% (0) 0.0% (0) 33.3% (2) 50.0% (3) 16.7% (1) 2.83

Influencer Identification 0.0% (0) 0.0% (0) 50.0% (3) 33.3% (2) 16.7% (1) 2.67

LinkedIn 101 0.0% (0) 0.0% (0) 50.0% (3) 50.0% (3) 0.0% (0) 2.5

Advanced Social Media (Tablets, Mobile apps, Games,

etc...)0.0% (0) 0.0% (0) 50.0% (3) 50.0% (3) 0.0% (0) 2.5

Facebook Advertising 0.0% (0) 16.7% (1) 50.0% (3) 16.7% (1) 16.7% (1) 2.33

Google Plus 0.0% (0) 16.7% (1) 50.0% (3) 33.3% (2) 0.0% (0) 2.17

How to Build Facebook Apps and Pages 0.0% (0) 16.7% (1) 50.0% (3) 33.3% (2) 0.0% (0) 2.17

Facebook 101 0.0% (0) 16.7% (1) 66.7% (4) 16.7% (1) 0.0% (0) 2

Twitter 101 0.0% (0) 16.7% (1) 66.7% (4) 16.7% (1) 0.0% (0) 2

Blogging 101 0.0% (0) 16.7% (1) 66.7% (4) 16.7% (1) 0.0% (0) 2

YouTube 101 0.0% (0) 16.7% (1) 83.3% (5) 0.0% (0) 0.0% (0) 1.83

Not Important

at all

Not very

important

Semi-interesting, but

just gloss over it

I'd like to spend

some meaningful

time on this

I really want to go

deep in this area


Agenda

• B2B Social Media – An Overview • Some stats that support the initiative

• Some anecdotes that support the initiative

• Basic Case Study examples

• Starting a B2B Campaign From Scratch • Frameworks for getting started

• Management Tools and Software to get you moving

• Social Media Analytics Tools to track your success

• Guest Speaker: Anne Dalton, Intermec

• Breakout Groups

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Section 1:

B2B SOCIAL MEDIA KICKOFF





Not our goal

today…

Source: Ignite Social Media

Some B2B Social Objectives

Engage with Customers and Partners

Deepen Relationships Generate Leads

Sharing of news and information from partners and customers

Collect real insight and understanding of partner needs and wishes

Increase the circle of influence and sphere of information

Encourage Partners and end users to “try & buy” and recommend products to peers/colleagues and Executives

Identification of trendsetters and thought leaders

Conversations with the right people in the right places about product ideas and deficiencies

Why Social Media

• 46% Decline in Tradeshow spending

• 44% of Direct Mail never opened

• 61% of Marketers will spend more on EARNED MEDIA in 2011

• 69% of B2B Marketers shifting budget to Social Media in 2011

Industry Shift in Marketing Spend

• US Internet users spend 3x more time on social networks than email, and 6x more than on portals

• 61% of U.S. Marketers use Social Media for Lead Gen

• 63% of companies who are using social media say it has INCREASED EFFECTIVENESS of other marketing efforts

• LinkedIn drives the most leads to B2B sites, according to Leadforce

B2B Users and Customers Shifting to Social Vehicles

Source: HubSpot

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Stats and Relevant Examples






First: Let’s Get into the Content Mindset


Hosted Community: Dell Idea Storm


http://www.healthcareguy.com/

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Single Channel Examples






Example: SteelMasterUSA.com


Example: Taleo


More Examples

Why Facebook?


Getting a community involved


YouTube Content cycles

• A video on YouTube gets 50% of its views in the first 6 days it is on the site, according to data from analytics firm TubeMogul.

• After 20 days, a YouTube video has had 75% of its total views.

• That's a really short life span for YouTube videos, and it's probably getting shorter. In 2008, it took 14 days for a video to get 50% of its views and 44 days to get 75% of its views

http://www.businessinsider.com/chart-of-the-day-the-lifecycle-of-a-youtube-video-2010-5#ixzz0vSdScBK1

http://tubemogul.com/

http://www.businessinsider.com/chart-of-the-day-the-lifecycle-of-a-youtube-video-2010-5
























Common Craft

http://www.youtube.com/user/leelefever


Education via YouTube:

TED Conferences

http://www.youtube.com/watch?v=iG9CE55wbtY


Blendtec

http://www.youtube.com/user/Blendtec


Brands might mine social for memes


Thanks to Twitter, News Now Travels

at the Speed of Social Media.

3:26 pm photo was

posted to Janis

Krum’s (@jkrums)

twitter profile

New York Times

broke the news at

3:48 pm and didn’t

post to the front

page until 4:00 pm


The Twitter Customer Service Angle:

Comcast Cares


Comcast Cares


Single Brand / Multiple Accounts


Best Practices – Brad from Starbucks


Your Governor Tweets


So, who does your Governor follow? (and why only 25 people?)


Connecting LinkedIn with Slideshare


Google Plus


Hosted Community: Dell Idea Storm


World Park Campaign

http://www.youtube.com/watch?v=7OCyfV_k2_g


A Brief Moment to Talk about Mobile and Tablets

"Nearly seven in 10 tablet owners

reported spending at least 1 hour

per day using the device, including

38% who spent over 2 hours on it.

And while just 28% consider it

their primary computer, 77% are

spending less time on desktop or

laptop PCs since they got a

tablet." (eMarketer)

40% of U.S. mobile subscribers

regularly browse the internet on

their phone and a projected

12.5% of all e-commerce

transactions going mobile by the

end of the year, Mobile web traffic

will surpass PC traffic by 2013."

(60 Second Marketer)


What does your web site look like on mobile

devices?


What Can Happen if You Don’t Have a Social

Presence…

http://www.youtube.com/watch?v=BmykFKjNpdY&feature=related


Facebook Advertising

Social Advertising – Facebook

Choose your audience by location, age and interests.

Choose to pay only when people click (CPC) or see your ad (CPM).

Connect with more than 500 million potential customers.

Promote your Facebook Page or website.


Twitter

Social Advertising – Twitter

“Promoted Tweets are offered on a Cost-per-Engagement (CPE) basis, so you only pay when a user Retweets, replies to, clicks on or favorites your Promoted Tweet. Retweeted impressions by engaged users are free. Just like regular Tweets, the ones that users engage with most tend to be insightful, conversational, fresh and timely, and crafted for sharing”


Think about B2B Coupon sites:

Example: RapidBuyr


Think about B2B Coupon sites: Example: Bizy

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Section 2

Starting Your B2B Campaign






Quiz Time: Basic Logos We Probably Know

Facebook Twitter YouTube LinkedIn Wordpress

Blogger Wikipedia Foursquare Tumblr Flickr


Choosing Channels (The Brian Solis Flower)


Social Programs Span Across the Company

•

•

•

•

Marketing

Sales

Research

Customer Service :

Understand what is being said about your brand, leverage data to

improve traditional marketing efforts

Understand where to find more leads, and who influences your

core audiences

Crowdsource ideas faster and fill out missing pieces of data

from traditional research

Understand what issues customers are having, and where those

customers are going for solutions.

Source: Social3i Consulting


Choosing Focus Connecting Traditional Customer Touchpoints

Maximizing an ad campaign by extending the content to channels not covered by paid media

Crowdsourcing information to improve programs and services

Searching for external opportunities to service customer related issues,

Product / Service

Development

Customer Support

Outbound PR / Advertising



Audience Identification:

Where are you, and where can you hope to get?

Ignore

Interest

Interact

Integrate

Influence

Develop marketing and business plans without benefit of any data or insights generated on the social web about you or competitors

Basic benchmarking, auditing and listening to conversation about your brand, customers & products

Enagaging with fans, followers, press, analysts and critics

Melding social into your overall marketing program

The Long Term Goal: Giving customers a say in developing, supporting and evangelizing your brand


The Social Media Audit

Size of Audience

Consistency of Posts

Volume of Engagement

Sentiment of Conversation

Theme and Storyline

Overall

ScoreBlog

Twitter

Facebook

YouTube

LinkedIn

Slideshare

Attribute Summary

At Par with competitors and partners

Better than most competitors and partners

Room for imrprovement

Key



Sample Social Content Generation Plan

Vehicle Owner(s) Core Strategic Benefit Sample Content Freq of updates

Blog • All Depts • PR Editor

in Chief

• Awareness and Pass Along • Influence Purchase • Customer Support • Diminish Neg WOM

• Testimonials • Partner Stories • News and

Announcements

2-4x per week

Twitter • CS • Dev, • Mktg, PR • HR

• Awareness and Pass Along • Customer Support • Diminish Neg WOM

• Company News • Partner News • Support • Links to Industry News

3-4x per day

Facebook • Mktg, • HR

• Customer Support • Diminish Neg WOM • Customer Insight and

Innovation

• Company News • Partner News • Support FAQ • Behind the Scenes

2-4x per week

YouTube • Mktg • Awareness and Pass Along • Influence Purchase

• Product Demos • Behind the Scenes

4x per month

LinkedIn • HR • Dev

• Awareness and Pass Along • Customer Insight and

Innovation

• Job Listings • Developer Group

Moderation

As Needed

Slideshare • Dev • Customer Support • Influence Purchase

• Detailed “How To” and Product Information

1x per month



Sample Editorial Calendar

Editorial Calendar

Date Offline Event

Sales Calls Aggregated Content on

Web Site

Blog Facebook (In addition to

general discussion)

Twitter (In addition to replies and discussion)

YouTube Foursquare

Sun 7/10 Mon 7/11 Tues 7/12 Wed 7/13 Thurs 7/14 Fri 7/15 Sat 7/16 Sun 7/17 Mon 7/18 Tues 7/19 Wed 7/20 Thurs 7/21 Fri 7/22 Sat 7/23 Sun 7/24 Mon 7/25 Tues 7/26 Wed 7/27 Thurs 7/28



Social Media Information Flow Driving Conversations With the Market

General Target Markets

Industry Professionals

Industry Press and Influencers

Employees and Customers

Long Term Partners

Company Enthusiasts

Social Media helps small companies look bigger,

and big companies get smaller



Determining Level of Effort/Time/Money


Social Media Marketing - Time Commits http://www.slideshare.net/soravjain/social-media-marketing-facts?from=ss_embed


58% of Marketers Spend 6 or more hours per week

on social media


How Social Helps Target Your Message

Brand Broad

Message

Potential Customers Source: Social3i Consulting


How Social Helps Target Your Message

Brand Narrow, Targeted Message

Potential Customers Source: Social3i Consulting


Sample B2B Personas

Sources from Slideshare. Apologies, cannot remember whose deck it came from

How the Leading Global Brands use Facebook


Stats? http://www.slideshare.net/soravjain/social-media-marketing-facts?from=ss_embed


Building a Social Media Policy http://9to5mac.com/2011/12/02/revealed-apples-internal-policies-on-employee-social-networking-speculating-on-rumors-leaking-blogging-and-more/

http://9to5mac.com/2011/12/02/revealed-apples-internal-policies-on-employee-social-networking-speculating-on-rumors-leaking-blogging-and-more/






























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Section 3:

Tools and Helpful Apps






Url Shorteners – Bit.ly (Goo.gl , ow.ly , etc…)


Involver and North Social:

Using Free Apps for…YouTube Integration

Chance to share to your wall

See Involver.com and NorthSocial.com




Like and Share buttons for easy sharing




Follow Button included


Facebook Grader


Analysis: What to Measure


Klout


Twitter Tools - Seesmic


Twitter Tools – CoTweet


Twitter Tools – TweetDeck


Twitter Tools - - Hootsuite


Twitter Tools - Hootsuite


Twitter Tools: www.twilert.com


Twitaholic


WeFollow


TwitCleaner

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Content Creation Tools






Photo Apps

Instagram 100 Cameras in 1


Flickr Slideshows


Video Slideshows - Animoto

http://animoto.com/play/yoxTJ1XQPpAsNrIpAHijag?utm_source=merrillgardens.com&utm_medium=player&utm_campaign=player

http://animoto.com/play/yoxTJ1XQPpAsNrIpAHijag?utm_source=merrillgardens.com&utm_medium=player&utm_campaign=player


Make Videos on the fly

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MonitoringTools






Feedly


Radian6 – Best for the Enterprise

Pros: Largest company reviewed by

Forrester.

• Easy to use widget based dashboards

• Real-time data can be configured to listen

and respond to UGC posts as they happen.

• Tracks established social media KPI’s

(volume, engagement and sentiment) with

automated workflow tools to turn this data

into action.

• Allows multiple users to immediately

engage with important conversions via the

engagement dashboard.

Cons: Data quality has some serious

issues.

• Spam hygiene requires significant time

investment by the tool operator

• Scoring of sentiment in twitter has known

defects* that have yet to be addressed in

the latest version of this tool

• Volume based pricing can make this tool

expensive for novice users.


Alterian – Best for Midsized Companies

Pros: One of the largest data sets among

all tools, and a dashboard built for

Analysts.

• Data warehouse has nearly 4 Billion

conversations indexed as far back as

2004

• Dashboard built for analysts to do both

qualitative and quantitative analysis.

• Customizable sentiment dictionary

allows for the most accurate sentiment

tracking of all NLP based tracking tools.

• Email reporting capabilities are good.

Cons: Data latency concerns and

workflow tools require custom

configuration to be impactful.

• Volume based pricing can make this tool

expensive for novice users.

• Workflow tools are complicated to

configure

• Customer support services are slow to

respond.


Lithium – Good for Small Companies

Pros: Decent coverage at a

reasonable cost

• Dashboard collects data in real

time.

• Excellent video capture data

• Email reporting capabilities are

good.

• Flat fee pricing for unlimited

search results.

Cons: Workflow tools are not

powerful enough for engagement

• Facebook data coming soon

• Twitter data is incomplete


Viral Heat – Good for Start-ups

Pros: Low price/ decent service

• Uses data aggregators to do a

better job than google alerts

• Dashboard built for quantitative

analysis.

• Email reporting capabilities are

good.

• Pricing as low as $9.99/month

Cons: Data latency concerns and

workflow tools require custom

configuration to be impactful.

• Can’t go back in time

• Workflow does not empower

engagement

• Customer support services are

slow to respond.

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MiscTools






Namechk


DandyID


About.me


Flavors.me


Next Sections

Guest Speaker:

Anne Dalton, Intermec

Real World Examples:

1) Influencer Identification

2) Using Social Media for Competitive Analysis

Guest Speakers:

Michael Neu and Colin Lamont from Social3i Consulting to

discuss Facebook Advertising, Affiliate Marketing, Facebook

Tabs, Google+, Blogging, Wordpress Set-up and

Implementation and any other topics you want to cover.

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Social3i Consulting

711 6th Avenue North

Suite 200

Seattle, WA 98104

[email protected]

www.social3i.com

insight | ideation | influence

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social media for b2b - social3i - school of visual concepts dec 7 2011

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