1. Building the Case for B2B Social Media AppleExpo Presented by Humphrey Ho – Agile Dudes Inc.
2. Principal Social Media Strategist @ Agile Dudes Inc Clients: Social Media & Digital Strategy Online Community Management Brand Eminence and Monitoring Humphrey Ho CAPM | MBA | H.BSc. @itshumphrey Agiledudes.com/thoughts
3. Did you know? 72%of Internet users are part of one social network – that’s 940 million users! (Insites Consulting) 57%of US workers use social media once a week for business purposes (IDC State of Social Business 2009) 18%increasein revenue for companies using social media 6%decreasein revenue for companies NOT using social media (Eric Qualmann, 2009) 33%of adults use social networks for professional purposes (Forrester Research – Conversations Get Onto the Ladder 2010) The Apple Reseller Summit and AppleExpo have a Twitter Account and Blog? Follow: @appleexpoHashtag: #appleexpoBlog: Appleexpo.ca/blog
4. The Way We Communicate All generations agree - the line between professional and personal life is blurring Lexis Nexis Technology Gap Survey April 09
5. General Rules of B2B and Social Media Social media tools are just that...tools It’s all in the strategy and implementation of such tools. B2C and B2B tools are the same! B2B: Few customers drive majority of revenue Encourage client-vendor collaboration using SM B2B cost of acquisition 3-5x that of retention Use SM to reduce costs of brand exposure Target decision makers of prospective accounts
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7. Notable companies and social media American Red Cross - $5 million dollars for Haiti in less than 72 hours Ford – 2010 marketing budget = 25% on social media Lenovo – Reduced call centre activity 20% with Lenovo Support Community VW – Launches VW GTI solelyusing social media EBay – Users of online community spend 54% more Burger King’s Delete 10 Friends – investment = <$50,000 impressions = $32M , press/media value = $400,000 Sources: Respective company news releases
9. Twitter Tips Expand Reach 74 million Tweeple, 50 million tweets Use as an outpost Re-tweet others that have similar content #hashtags! Setup a tweet schedule Integrate with other social media properties Thought Leadership Increase WOM
10. Extend Relationships Facebook Tips Expand Reach Reduce Marketing Spend 400 million users, 30% activity about brands Understand your fan base Focus groups, surveying, technographics Run incentive promotions Integrate into other web properties
11. LinkedIn Tips Expand Reach 100 million members, 33% over 45 Build Thought Leadership – Answer questions, post discussions, join groups Share! Take advantage of LinkedIn Widgets Cross-promote your profile elsewhere Host “exclusive” content and seminars Thought Leadership Professional Communities
12. Social Media Tools At-A-Glance Blogs Corporate, Individual, Public (Ulitzer) Wikis Product/Solution Enabling Social Networks Linkedin, Facebook, MySpace Microblogging Twitter, FriendFeed Forums/Groups Google Groups, open knowledge sharing Online Video YouTube, blip.tv, Vimeo File Sharing / Podcasting Scribd, Slideshare User Community Private knowledge sharing Bookmarking Digg, Delicious, Reddit WOM (Word of Mouth)
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14. Relationship Building Extend Relationships Two-way, real-time nature of social media enable highly personal brand experience B2B executives can interact directly with prospects and customers
15. Expand your Network Expand Reach Identify new business leads and partners who pull your content Monitor online conversations, trending topics Use social media as an outpost
16. Tap Professional Communities Build professional communities, or join an existing one! Share insights, answer questions, provide third-party referrals Knowledge-sharing...good place to build thought leadership! Professional Communities
17. Increase Third-Party Influence Encourage Word-of-Mouth feedback Build referral programs by providing a platform for interaction Find brand advocates and monitor positive endorsements Increase WOM
18. Provide Thought Leadership Leverage multimedia channels to give expertise Gain exposure through exchanging knowledge with other professionals Repurpose existing content for new social media platforms Thought Leadership
19. Reduce Marketing Spend Reduce Marketing Spend Safenet – $1 million in direct revenue from LinkedIn IT Security Community Vocus - $500,000 revenue B2B support via @vocus LinkedIn participation Lenovo – 20% reduction in call center activity using Lenovo Community SUN – 3000 employees blog about projects – Ranked #451 website
20. Things to Consider in Social Media (and how we can help...) Social Media Monitoring Online Community Management Social Media Bootcamps Public/Private Social Networks Social Ready Websites Mobile Multimedia Channels Social Media Blueprint
21. Social Media Best Practices Useful content – helpful and knowledgeable Comment and reply KISS (Keep it Simple...) Linkback and Trackbacks to others Be consistent – schedule updates Develop a Social Media Policy Have a sustainable strategy Make sure you’re “social-ready”
22. Agile Dudes Inc. 60 Adelaide Street East Toronto, Ontario M5C 3E4 416-203-3380 www.agiledudes.com @agiledudes agiledudes.com/thoughts
