Social Media Revolution - Creating value for your B2B business in the Adhesive and Sealant Industry. A presentation by Ira Kaufman and Patsy Stewart with Entwine Inc., at the 2010 ASC Spring Conference.

1. Social Media Revolution:
Creating Value
for your B2B Business
Presented at
Ira Kaufman President
Patsy Stewart Director Social Media
©2010

2. About the Presenters
Ira Kaufman, President, Ira challenges owners and senior executives to clarify their goals and
translate them into a consistent Brand and Integrated Media Marketing Strategy. He combines 30 years
of rich experiences with businesses and nonprofits to guide them to leverage the power of social media
for marketing, recruitment and organizational development . Ira collaborates with a team of experts to
design interactive environments to create long term business value by integrating traditional advertising,
online marketing, public relations and social media. His strong values and sensitivity to organization
innovation and change are the foundation of his work. Ira has a PhD in Marketing and serves as a
consultant, public speaker, and lecturer for companies and Senior Executive programs .
Patsy Stewart, Director Social Media and Training, Patsy is responsible for designing and
implementing social media strategies as part of an Integrated Media Marketing plan. She specializes in
working with clients to generate conversations that create relationships. Patsy is well known throughout
Virginia as a speaker, trainer and thought leader in Social Media. She manages a recruitment team that
was recognized as one of the top 50 recruiters nationally using Twitter/social media. She is a national
speaker, contributor to business publications and she authored the ebook, "How to Grow Your Digital
Footprint".
www.entwineinc.com

3. Will B2B Companies
Embrace Social Media?
• B2C outpaces B2B on social media
adoption
• B2B Magazine's "2010" outlook – 6 of 10
B2B companies will increase social media

4. Social Media Marketing
Strategic Imperative
1. Provide Roadmap to
navigate the world of
digital media
2. Ask the right questions
3. Develop a mindset that
integrates marketing
efforts instead of seeing
each as a silo

5. Three Parts
Part 1: Social Media Revolution – the Case
Part 2: The Integrated Strategy
Part 3: Social Media Marketing Tactics

6. Social Media
Marketing is a
Business Reality,
its Beyond the
Revolution
How are your preparing
to maintain your
competitive position?

7. Are You Leveraging
Social Media Marketing
Opportunities?

8. Social Media Revolution
http://www.youtube.com/watch?v=NhPgUcjGQAw

10. What are Your
Leaders Saying?
“There will be a huge change over the next
year for… American Chemistry Council
and chemical firms in the way we engage
in debates and communicate our
message… We will be de-emphasizing TV
and billboards and focus more on
advocacy and social media.”
Randy Dearth CEO, LANXESS

11. ASI
E-News Survey
• Adhesives and Sealants industry is tracking
social media trends
– More than 60% use LinkedIn
– Nearly 40% use Facebook
• “Adhesives and Sealant Industry interest in
social media is growing. Social media presents a
great opportunity for companies to market their
products in new ways.. It is not going away!”
ASI Magazine editor, Teresa McPherson

12. Social Media Emerging Power
• 80% Adult Internet Users have used Social Media
• 72% been using Social Media < 90 days
• Demographics +10hrs/wk: 30-39yrs (45%), 50-59 yr(39%)
Social Media Industry Report 2009 by Michael Stelzner
• Total US minutes devoted to social media surged 210% >2008
• 80% female Internet users are a fan of a product or brand on
a social network
• 60% of Ad Agencies support clients with social media
• 76% small business not found social media useful in
generating business. (Citi Survey)
• 82% US Executives use social media for brand building, 60%
for networking, 32% for customer service and 25% for
competitive monitoring. www,.marketer.com
• Facebook 400+ million active users
• Twitter 105+ million users
• LinkedIn 65 million users

13. Social Media Live Update
Clicking this link will show you how
social media has been embraced.
Notice the elapsed time.
http://www.personalizemedia.com/garys-social-media-count/

14. REVOLUTION WAS FUELED
Changes in the Marketplace
… Customer’s Mindset
• Globalization… Interdependence
• Control of media; consumer is publisher
• Conversations generate exposure, sales
• Transparency –open source
• Collaboration rules
• Innovation compressed
• People use technologies to get things that
they need from each other, rather from
corporations

15. Old 4Ps Marketing 1.0
Value Creator Customer
4Ps

16. Marketing 2.0
Value Builder as User
- Company
- Employer Product (WEB2.0 Brand) Job Seeker
- Partner
Place (online, offline)
Price ($, time, ease)
5Ps
Promotion (Integrated Marketing)
Participation (Conversations)
Publisher
Thought Leaders

17. Marketing Rules are Changing
It was It’s now
Pushing message to client Pulling client to the message
One way message Interactive conversation
Business generated content User generated content
Interrupt client- direct immediate
Engage, build relationship
action
Attention economy Attraction economy
Hard to measure results Real time metrics
Coveting information Sharing information
Charging for entry – block entry Giving free ebooks, product

18. Social Media Benefits B2B
• Anticipate market trends
• Identify alliances
• Increase touchpoints
• Feedback on innovation
• Develop company as thought leader
• Company chatter- warning of innovation
within/outside your industry

19. Arizona Chemical
Company position: We have a “sustainable
alternative to petro chemicals “
Social Media Marketing Approach
• Establish Arizona Chemical as Thought Leader
• Transfer PR and case studies to blog posts
• Increase current one position in top 20 in
Google Search to 3+ positions on first page

20. Social Media Provides Value
We are tripling social media spending over the
past three years and experiencing "great
returns on this investment.” COO
“Our head of Social Media is the customer”
“We achieved cost savings by a 20% reduction
in call center activity as customers go to
community website for answers “

21. Clearly Social Media is a Valued
Channel
The Adhesives and Sealants Industry is
a late comer to social media.
Your keys to success are:
Strategy - Integration - ROI

22. The Choice is Yours !
The Question is not IF your company will adopt
Social media
But WHEN
Competitive Landscape is OPEN;
many opportunities
Will you position your company as a
Innovator/Early Adopter or Laggard?

23. Strategy… not an Option
Pres. Obama’s team used Integrated
Media Marketing quite successfully!
Their conclusion “>50% of new media
campaigns fail without a strategy!”

24. Integrated Media
Marketing Strategy
Five Steps
• BASELINE (Assessment)
• WHAT (Branding)
• WHO (Strategic Positioning)
• HOW (Marketing Mix)
• ROI (Evaluation, Metrics)

25. Let’s Start Where You Are !
• Are your current marketing efforts
producing results?
• What are your metrics in each media
channel?
• Are you engaging your target markets?
• How are you measuring success?

26. How do you touch your
business ecosystem?

27. Cytec Industries Touchpoints
Objectives: Promote innovation, partners
Tactics: technical articles; PR; webcasts
Increase Touchpoints using
– Blog articles, PR, webcasts
– Youtube Channel
– LinkedIn
– Video
– Facebook
– Search engine optimization

28. Branding
• Develop Value Proposition
• Finding your Sweet Spot
• Determine Voice (with
authority) and Personality
(logo, tagline)

29. 5000 Coke Mentions/Day –
Here is a taste…
CONVERSATION CLOUD FOR TOP TERMS MENTIONED ON FB COCA-COLA FAN PAGE
(SEPTEMBER 2009)
N = 1,276 posts*
*non-english language posts removed
Source: Analysis of Facebook for Sept 1st – 30th 2009

30. Evans Adhesives
New Product Introduction
“Low temp, hot melt adhesives”
• Create value proposition
• Generate Brand from feedback from user
base in packaging, outdoor advertising,
beverage, labeling industries
• Promote via
– Video
– Blog
– LinkedIn

31. Strategic Positioning
• Market Intelligence- integrated into
product life cycle
• Touchpoint Conversion Analysis
• Integrated Media Marketing Strategy

32. Touchpoint Lifecycle

33. H.M. Royal
Positioning
Solutions for Adhesives, Sealants
“Source Globally, Sell Nationally. Service
Locally”
Require Integrated Media Marketing Strategy:
• Build Thought Leadership
• Blog articles, case Studies
• LinkedIn
• Video

34. Marketing Mix
• Develop Powerful Call to Action
• Choose Tactics
• Design Integrated Blueprint

35. B2B Integrated Media Marketing
Synergize … Build on each other
traditional online
advertising marketing
social public social
relations media

36. Track - Evaluate - ROI
Webstats - Google Analytics
– Demographics
– Site activity and analysis
Track results/call to action
– Tracking URLS
Evaluate
– Benchmark-competition vs
projections vs goals

37. Sustaining Your Edge
 Measurement  Monitoring  Evaluation
Resources Brand Power
Time RGV Sales
$ Resources Mentions
Generating Value Search positions
Thought
leadership

38. Integrated Media Marketing
Best Practices
• Review your corporate legal framework
• Design a strategy reflecting customer touchpoints
• Integrate and synergize your media
• Monitor competition’s digital footprint
• Develop social media employee policy
• Design a proactive crisis strategy
• Incorporate links as metrics
sm
• Evaluate RGV (Resources Generating Value)

39. If you think and operate with
new models, you will realize
new results
• In 2010 businesses will Integrate Marketing
Strategies to realize a powerful edge
• If you don’t respond, your competitive
advantage will be vulnerable
• You are about to change how your company
relates to its customers

40. What is Social Media?
Social media is
a means to generate conversations
Stop thinking campaigns
Start thinking conversations
Engage…
Translate conversations into Results

41. Your Digital Footprint…

42. What is a Digital Footprint
• Traces left by someone’s activity in a
digital environment
• Passive – “Data collected about an
action without any client activation” (e.g.,
IP information collected by a web server)
• Active – “Created when personal data is
released deliberately by the user for the
purpose of sharing information about
oneself”
http://en.wikipedia.org/wiki/Digital_footprint. 20 Aug 2009.

43. Assess Your Digital Footprint
Google your
company name.
Print out the first
two pages of results
and save them for
later.

44. Google Search is Getting
More Social

45. Getting Your Company Ready
Source: http://www.engagementdb.com

46. Your Social Media Hub
Online
Environment

47. H. B. Fuller

48. Who are your What are they
B2B Targets ? engaging with?
• Customers
• Partners
• New alliances
• Community/
• Government
• NGOs
• Employees
(current, future)

49. Prepare Social Networking Profiles
Consistency
• Avatar or photo
• Keywords
• 140 characters
• 100 words
• novel

50. Who’s on LinkedIn?
• 65 million Professionals
• Avg income $109k
• Avg age 37 - 52
• Executives from all Fortune
500 companies are LinkedIn
members.
• Entrepreneurs – 31%
• Executives – 18%
• Decision Makers – 42%
*From LinkedIn.com Advertising

51. Why Should You Be On
Linkedin?
• Acquire new customers
• Locate vendors to outsource services
• Build your industry network
• Find peers in your respective industries
• Share unique blog content
• Keep an eye on your competition
• Become thought leader of your industry

52. How Do I Get Started?
• Create Your Profile with keywords
• Add connections
• Set preferences
• Invite friends and colleagues
• Join groups with your prospects and
competitors
• Invite people from your Niche
• Ask and answer questions
3 Degrees Separation (Kevin Bacon)

53. Should I Be Marketing on
Facebook?
Yes! Facebook is the #1 social destination
Surpassed Google as #1 Trafficked Site
 More than 400 million active users
 More than 1.5 million local businesses have pages
on Facebook
 More than 20 million users become fans of Pages
each day
 The Nielsen Company found the average time users
spend using Facebook per month grew nearly 10%,
topping seven hours

54. What are they looking for?
• Getting news or product updates (67%)
• Having access to promotions (64%)
• Viewing or downloading videos/music (41%)
• Submitting opinions (36%)
• Connecting with other consumers (33%)
If your business has prospects on Facebook and
they would find any of the above interesting, you
should build a business fan page.
SOURCE: Pace University study, 12/08

55. Facebook Examples

56. What is Twitter?
Twitter is a free social networking and
micro-blogging service that enables its
users to send and read messages known
as tweets. Tweets are text-based posts
of up to 140 characters displayed on the
author's profile page and delivered to the
author's subscribers who are known as
followers. … From Wikipedia

57. Why Twitter?
• Twitter has 105,779,710 registered users. New
users are signing up at the rate of 300,000 per
day.
• 180 million unique visitors come to the site every
month.
• 75% of Twitter traffic comes from outside
twitter.com (i.e. via third party applications.)
• Twitter gets a total of 3 billion requests a day via
its API.
• Twitter's search engine receives around 600
million search queries per day.

58. Look and Listen
• Monitor twitter for a few days
• Add your first few tweets
• Don’t sell
• Engage in conversations
• Use http://search.twitter.com
• Download twitter desk client (Seesmic,
Tweetdeck, Twirl)

59. Twitter Works

60. Social Video
• Use video for blogs and
websites, facebook, twitter
• Create a YouTube channel
• Syndicate Your Videos
• Use videos for events,
special services, customer
service, how-to

61. Video Examples
http://www.youtube.com/watch?v=a8n20b54B5Q http://www.youtube.com/watch?v=c5Ib8rtjhew

62. Video is Simple & Engaging
One of the most powerful ways to
reach mass audiences and
engage them online is with video.

63. Social Media Can Increase
Your Customer Touchpoints