Social Media for B2B - 2013 PRSA Digital Impact Conference
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What works, and what doesn't, in the tech sector. My presentation at the PRSA conference in New York in June 2013.
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Social Media for B2B - 2013 PRSA Digital Impact Conference
- 1. Social Media for B2B What Works – and What Doesn’t – In The Tech Sector
- 2. David Smith 2 Creative Director, McClenahan Bruer david@mcbru.com @davidtweets McClenahan Bruer, or McBru to our friends, is a full-service, integrated tech B2B marketing agency. It’s all we do, so we do it extremely well. We sharpen strategy. We build, deploy and ride herd on programs. We scrutinize results to build a springboard to even better results. Strategy + creativity + innovation. That’s how we add up. www.mcbru.com
- 3. @davidtweets at #PRSADIconf Social Media for Tech B2B Buyers oWHAT DO THEY WANT? • Tech B2B content needs oHOW SHOULD YOU ENGAGE WITH THEM? • Tools and tactics to address the needs oWHAT SHOULD HAPPEN? • Defining analytics, goals and KPIs 3
- 4. @davidtweets at #PRSADIconf B2C vs. B2B 4 Social contact Awareness Intent Action Satisfaction One decision maker Seconds, minutes, days B2C Many influencers and decision makers Days, weeks, months B2B
- 5. @davidtweets at #PRSADIconf Why join the conversation early? 5 Digital Evolution of B2B Marketing, CEB 2012
- 6. We’re in the information business. 6 Be in the right place At the right time With the right information. @davidtweets at #PRSADIconf
- 7. What do tech B2B professionals want? 7
- 8. Don’t market to me 8
- 9. @davidtweets at #PRSADIconf Tech pros look to other tech pros 9 UBM Tech Mind of the Engineer, North America, 2012
- 10. @davidtweets at #PRSADIconf Tech B2B turning to social media 10 UBM Tech Mind of the Engineer, North America, 2012
- 11. @davidtweets at #PRSADIconf B2B buyers are searching for information 11 The Demand Gen 2012 “Inside The Mind Of the B2B Buyer” Survey 72% research solution purchase 54% follow discussions to learn more about a topic 24% connected to topic thought leaders
- 12. @davidtweets at #PRSADIconf What B2B buyers want via social media 12 IDG Echo Effect Study, 2012 #1. Respond to questions #2. Resolve issues #3. Provide specs #4. Share reviews/rankings #5. Let them review products #6. Take their feedback and opinions
- 13. @davidtweets at #PRSADIconf B2B buyers want lots of information 13 2013 B2B Content Preferences Survey, Demand Gen Report “When asked about overall value, three formats stand out in 2013: white papers, E-books and webinars.”
- 14. @davidtweets at #PRSADIconf Ask them what they want 14
- 15. @davidtweets at #PRSADIconf B2B audiences like video 15 IDG Echo Effect Study, 2012
- 16. How should you engage with them? 16
- 17. @davidtweets at #PRSADIconf Tech B2B pros favor LinkedIn 17 40% 53% 46% 26% 11% 11% 14% 23% 0% 20% 40% 60% Google+ Twitter Facebook LinkedIn Use All The Time For Work Never Use For Work IDG Connect, based on Global IT and Business Respondents “LinkedIn and YouTube are the most popular social networking services [for engineers].” - UBM Tech Mind of the Engineer, 2012
- 18. @davidtweets at #PRSADIconf B2B marketers use LI, FB, Twitter 18 Content Marketing Institute and MarketingProfs, 2012
- 19. @davidtweets at #PRSADIconf Build a network of tech B2B stars YOUR CUSTOMERS YOUR PROSPECTS YOUR COWORKERS YOUR BUSINESS PARTNERS YOUR COMPETITORS NOW, WHAT ABOUT THE REST OF THE WORLD? FIND THE TOP INFLUENCERS WITH TOOLS: LITTLE BIRD, TELLAGENCE, ETC. 19
- 24. @davidtweets at #PRSADIconf Let’s give them something to talk about 24 IDG 2013 Tech B2B Lead Generation Report
- 25. @davidtweets at #PRSADIconf Content that B2B marketers offer 25 Top Tactics Social media (other than blogs) Articles on own website eNewsletters Blogs Important Tactics Case studies Videos Articles on other websites In Person Events White Papers 2013 Content Marketing Benchmarks, CMI and MarketingProfs
- 26. @davidtweets at #PRSADIconf Monitor what works and do more 26 oGOO.GL oBIT.LY oGOOGLE ANALYTICS oSPROUT oRADIAN6 oETC.
- 27. @davidtweets at #PRSADIconf B2B buyers share content 27 2013 B2B Content Preferences Survey, Demand Gen Report
- 28. @davidtweets at #PRSADIconf Facilitate “peer power” 28 “The primary barrier to finding credible information is ITDMs’ perception of vendor bias. Not surprisingly, they rely on more trusted sources— friends, business colleagues, and other people in their personal and professional networks—to help them cut through the clutter and gather what they see as trustworthy quality information. These decision-makers also use social media to share the content they find valuable.” Connecting the Dots Between Content and Sales, IDG Enterprise
- 29. @davidtweets at #PRSADIconf Help buyers find answers and each other 29 McClenahanBruer.Tumblr.com
- 30. @davidtweets at #PRSADIconf A high-quality peer-peer network 30
- 31. @davidtweets at #PRSADIconf Encourage conversation with content 31
- 32. @davidtweets at #PRSADIconf Let the conversation evolve 32
- 34. @davidtweets at #PRSADIconf Measuring impact 34 Reach Impressions Brand awareness study Demos Contacts Leads Demo accounts Sales Surveys Repeat sales Social contact Awareness Intent Action Satisfaction Views Likes Followers RTs Comments Survey results Trends Demos Contacts Leads Demo accounts Sales Surveys Sentiment Comments Recommend’s Built-in tools (FB insights) Social media monitoring tools (MOZ Analytics, Sprout, etc.) Dashboards Monitoring tools Google Analytics Survey tools Google Analytics Marketing automation CRM Marketing automation CRM Sales Monitoring tools Survey tools
- 35. Objective Definition Q113 Goal Q113 Actual Q213 Goal Q213 QTD Actual 2013 Goal Q313 Q413 Social Media Community Aggregate of new and unique members/followers/subscribers/fans/visito rs across all Product and Personal channels 650 649 500 609 1200 300 500 Broadcast Aggregate of total impressions (potential views) across all Product and Personal channels 5000 4,526 5000 215,000 23,500 6500 7000 Engagement Aggregate of individual social interactions (RTs, @mentions, shares, comments, likes, +1s and link clicks) 1000 1,171 1200 1630 5200 1400 1600 Influence Personal brand Goal is based on Personal Klout Score 48 46 50 48 55 52 55 Example scorecard for social contacts 35
- 38. Relative performance 38 Key dedacted Key dedacted
- 39. @davidtweets at #PRSADIconf Absolute performance 39 60% Revenue increase 2012, N.A.
- 40. @davidtweets at #PRSADIconf Outputs vs outcomes 40 Tactic Output Outcome Blog 2X weekly Page views Comments Requests Twitter 2-4 interactions/day New followers RTs Clicks to landing page LinkedIn 2X weekly Comments Followers YouTube As soon as available (at least 1 mo) Views Comments Clicks to site Slideshare As soon as available (at least 1/mo) Views Downloads Leads Google+ 2X weekly +1s Comments Followers KPIs
- 41. @davidtweets at #PRSADIconf Planning for outputs oEDITORIAL CALENDAR o+ EVENTS o+ PARTNER AND CUSTOMER ACTIVITY o+ INDUSTRY NEWS AND EVENTS o+ CHARITABLE CAUSES, PERSONNEL NEWS… oMIX IT UP – PROMOTION, THANKS, ENGAGEMENT oSOCIAL MEDIA IS “PEOPLE TO PEOPLE” 41
- 42. @davidtweets at #PRSADIconf Being Social Pays Off 42 IDG Echo Effect Study, 2012
- 43. @davidtweets at #PRSADIconf Start With a Social Media 360 43 Assess Analyze Recommend
- 44. Social Media for B2B What Works – and What Doesn’t – In The Tech Sector David Smith, david@mcbru.com @davidtweets
Editor's Notes
- B2B marketing remains the same. Long sales cycle, lots of decision makers, lots of information Evidence says B2B buyers want even more information, before they ever talk to you
- That hasn’t changed for a long time. We’re in the information business. We need to be in the right place, at the right time, with the right information. Use mobile and social technologies to keep your brand useful to buyers, no matter where they are, or when they need you.
- http://www.demandgenreport.com/industry-resources/research/1782-the-2012-b2b-buyer-behavior-survey.html#.UZ02YoKzoYs Contrary to what you might hear, B2B buyers do use social media.’ Most do some searching. More than half follow discussions, and more and more are connecting. So of course, you need to build out your Twitter, LinkedIn and Facebook networks.
- But what kind of content do they look for? Answers to questions. So a broadcast mentality – let’s repost our announcements – is not enough. You need to respond with real answers. Now, if you look at 4, 5, and 6, I think you see a bigger opportunity.
- http://www.demandgenreport.com/industry-topics/content-strategies/2087-2013-b2b-content-survey-trust-is-a-make-or-break-issue-for-todays-buyers.html#.UZ0O5oKzoYs
- While we’re on the subject of videos, research and experience is proving that video is a very effective way to educate B2B buyers suffering from information overload. They watch them, they learn and – very important – they share them. Sharing content is one of the keys to B2B social media success, as we’lll see.
- Discovering Additional Related Communities Who is Talking About What and Where
- Who is Talking About What and Where
- Connecting the Dots Between Content and Sales, IDG Enterprise There’s a simple way to do this: monitor what types of content ITDMs are sharing—by topic or format—and create more of it. Our
- B2B buyers are starting to sharing content with their networks. Peer-peer sharing and recommendation has been consistently shown to be the most trustworthy content. Look there’s email! We already covered that. Now, over 70% share content on LinkedIn, and 50% on Twitter. Your strategy – help them share your content better.
- On average, ITDMs need to consume five pieces of content before they are ready to be contacted by a sales rep.
- Here’s an example: we set up a LinkedIn Group for a software client. And then very carefully built and controlled membership to only real users and buyers. We feed high-quality topics and questions. Now they interact with each other, and our client, and get their answers.
- blog.gleanster.com/2012/08/23/measuring-social-media-roi-for-b2b-marketers/
- they will welcome vendors into a conversation—as long as they add value through their expertise and knowledge of the topic at hand.