Does B2B social media marketing really work? - Lara Ermacora Presentato a Pane, Web & Salame 2012 http://panewebesalame.com

1. DOES
B2B SOCIAL MEDIA MARKETING
REALLY WORK?

2. Social Business
Social Business non significa solamente
aggiungere pagine facebook, twitter o
linkedin alle normali tecniche di marketing.

3. Social Business
Customer Experience Continuum
“An organization that has put in
place the strategies, technologies
and processes to systematically
engage all the individuals of its
ecosystem (employees,
customers, partners, suppliers) to
maximize the co-created value”
- Emanuele Quintarelli -

4. What happens today?
55% delle aziende ignora i clienti che
comunicano attraverso i canali sociali :
69% delle aziende B2B e il 42% delle
67% delle aziende non misura o aziende B2C.
quantifica i dati provenienti dai social
media – nelle aziende B2B si sale al
75.
60% delle aziende non ha una strategia
integrata con i social media
- Research published by Satmetrix and Netpromoter software company -

5. Why B2B is better for Social Media than B2C?
CHIARA COMPRENSIONE DEI CLIENTI
From: The B2B Social Meida Book

6. Why B2B is better for Social Media than B2C?
PROFONDA CONOSCENZA DEGLI
ARGOMENTI TRATTATI
From: The B2B Social Meida Book

7. Why B2B is better for Social Media than B2C?
GENERARE RICAVI MAGGIORI
CON RISORSE E BUDGET
RIDOTTI
From: The B2B Social Meida Book

8. Why B2B is better for Social Media than B2C?
VENDITE BASATE SULLE
RELAZIONI
From: The B2B Social Meida Book

9. Why B2B is better for Social Media than B2C?
I B2B MARKETER CONOSCONO
GIÀ LE TECNICHE
From: The B2B Social Meida Book

10. Why B2B is better for Social Media than B2C?
1. ESPERTI INTERNI
2. TEAM DEDICATO
3. STRATEGIA SUL LUNGO PERIODO
4. CONTENUTI ADEGUATI
5. PRONTI ALLA CONVERSAZIONE

11. IL CASO
THE SOCIAL MEDIA B2B
ENGAGEMENT LIFECYCLE

12. The success is in the Engagement life cycle
Who?
Oh you!
Tell me Sign me I’m a
more!
up!
fan!
Conversat
Unknow
Aware
ion
Customer
Advocate
LISTEN
NURTURE
GENERATE

13. Listen
Every good conversation starts with good listening
-Unknown-

14. Listen

15. Nurture
“We've got this gift of love, but love is like a precious
plant. You can't just accept it and leave it in the
cupboard or just think it's going to get on by
itself. You've got to keep watering it. You've got
to really look after it and nurture it.”
-John Lennon-

16. Nurture
CLIENTI
CLIENTI
CREAZIONE
TEAM INTERNO
MAIN TOPICS
BRAINSTORMING DELLA
E BISOGNI DEL
STRUTTURATO
CLIENTE
COMMUNITY E
AGENCY
NURTURING
TEAM
AGENCY
INTERNO
Prima dell’evento
Durante l’evento
Dopo l’evento
Setup
Engage
Nurturing

17. Generate
(Return - Investment)
Investment
I social Media ci
permettono di
conoscere meglio i
bisogni dei nostri
prospects.

18. Generate
EVENT
Monitoring delle
conversazioni in atto ed Ingaggio dei contatti e
di informazioni utili per
l’evento
Lead
raccolta dei main topics
COMMUNITY

19. Lynden – Case Study
Lynden è un’azienda di trasporti e logistica che opera in Alaska ha fatto leva su
blogging, SEO e landing page. Ha avviato un proprio Blog nel 2008 e una pagina
Facebook
Lynden ha incrementato del
270% le richieste di
preventivi usando Social
media e inbound marketing

20. About me
Lara Ermacora
Social Media Specialist @OpenKnoweldge
@arallara