This document discusses the use of social media in business-to-business (B2B) contexts. It outlines that while 60% of B2B organizations use social media, only 42% advertise on social platforms. However, more professional services companies are using social media for information and prospecting. The document then discusses how various tools like Twitter, LinkedIn, and blogs are being used by accounting firms, lawyers, consultants and others to improve audience reach, cultivate relationships, and drive traffic to company websites. Finally, potential costs and challenges of B2B social media are presented, along with case studies demonstrating how some companies have increased leads, sales, and web traffic through social approaches.

1. B2B Social Media Presented by: ANDREW CHANG

2. What is it? Listening & Engagement Tool Information Source Strategic Positioning Tool Marketing & Sales Tool

3. Situation 60% of B2B organizations have little involvement ¹ 42% of B2B marketers advertise on social networking sites ² More & more professional services companies using it for information and prospecting Source: 1 - White Horse, 2 - eMarketer.com

4. Perception B2B Social Media Builds relationships Enables idea sharing Adds to knowledge of industry Increases awareness

5. Tools Being Used Social Media Platforms Twitter Blogs Facebook Linkedin Forums SMMS Social Media Management Systems

6. Who’s Using it Accounting firms Lawyers Financial services Consulting companies

7. Why they are using it Improved Audience Reach Instantaneous delivery/receipt of info Ability to target prospects More traffic to company website Cultivate relationships through idea sharing

8. Measurement Companies monitor the following: Followership Activity Engagement Lead results Sales

9. Potential Costs B2B Social Media Campaign Requirements Dedicated Community Manager SMMS (Social Media Management Systems) software Advertising on Social Networking Sites Pay Per Click – Can range from $3.12 to $3.25 Minimum $3.00/click or per 100 impressions Source: Ecommerce-Marketing.com

10. Why it would work Each benefit of social media is a perfect fit for the sales process Rapport and Trust Informing Listening Probing Following-up

11. Does it work? Case Study CME Group – Futures and Options Exchange Attained 750,000 + following on Twitter = massive lead generated list Trusted referral source Source: BtoB Online

12. Does it work? Case Study Resources Global Professionals Increased number of speaking engagements and seminars Improved sales opportunities Source: Resources Global Professionals

13. Does it work? Case Study Deloitte Consulting, Mckinsey and RSM McGladrey Increased web traffic + better SEO results Built stronger relationships through Digg and Forums Established trust and reputation Source: Integrated Accounting Software, B2B Voices

14. Advantages Measurable Low cost - in relation to other marketing Customize sales strategy Create your own database of leads

15. Challenges Need of continual upkeep and maintenance (Potential costs involved) Ensuring quality of message and content Clarifying goals and objectives

16. The Future of B2B Social Media Universal adoption to build leads and maintain relationships Sales departments will be devoted to social media as a prospecting tool Chiefly relied upon to generate mass referrals

17. Have Questions? Is it cost effective? If it’s so good, why is the ad dollar share so low? Do you need a plan of action? Will your focus be PR based, Advertising or both? Do you need a controllable budget? We can help!

18. Thank You … helping you make the right moves www.strategicmarketingcounsel.com