With more than 2.3 billion active users worldwide, social media has officially gone from a "nice-to-have" to a "must-have" — and not just for consumer-facing companies.
You'll learn:
- Why social is potentially more impactful for B2B than B2C
- The biggest areas of opportunity for B2B social media
- The 3 types of social CMOs
- How to manage expectations and find your internal champions
- Unexpected ways to glean actionable insights from social data
- Real-world use cases and best practices from CMOs just like you
6. Actually…
They are.
75% of B2B buyers have been
influenced by information they
found on social media.
Source: American University
#B2Better
7. 720 new social media
mobile users
1300 blog posts
56,000 Instagram
photos
360,000 tweets
1.7 million Facebook posts
2 million YouTube video
views
4.2 million Snapchat views
5.6 million Facebook video
views
SOCIAL MEDIA MINUTE
IN A
#B2Better
8. B2B has a smaller potential customer base, a higher average
price point, and a customer decision funnel that is more
influenced by word of mouth and reputation.
Turning your customers into advocates and marketers on
behalf of your brand pays off a lot more when you’re selling
$10,000 pieces of manufacturing equipment, than it does
when you’re selling $3 cans of Pringles.
— Jay Baer
In fact, social media can be MORE
transformative for a B2B company than a
B2C company.
”
“
#B2Better
10. 30% of CMOs will be fired in
2017 for lacking the skills to
achieve digital transformation
and create social businesses
Source: American University
#B2Better
11. 3 types of Social CMOs
1. Traditional Taylor
Inherited social, but not comfortable with it. Needs help seeing the value and
getting started.
2.Savvy Sarah
First adopter with social. Knows her customers today are social-enabled and
wants to more deeply ingrain social into her organization.
3.Boxed-In Blake
Social is working fine in marketing, but it’s not a focus nor is it well-integrated
in other areas of the business.
3 types of Social CMOs
#B2Better
12. What are some ways B2B companies can (and should)
use social media?
B2B Use Cases
#B2Better
13. Awareness. Manage expectations and find your internal champions. Start at
the top (CEO) to gain buy-in and work down/out from there.
Adoption. Training and facilitating cross-departmental collaboration.
Advocate for social beyond Marketing’s walls — Sales, HR/Culture,
Recruiting, Security, Customer Service, and more.
Analysis. Don’t let social data go to waste. Tap into data for all kinds of
actionable insights.
Accolades. Share small and big wins. Communicate successes and tell your
stories to weave social into fabric of your business.
How to Build an A+ Social Business
#B2Better
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14. The time is now — social
media is only going to
grow in importance.
Lead your company to
success!
#B2Better
16. Ask the Experts
Nick Panayi
Head of Global Brand &
Digital Marketing
#B2Better
Social Success Story
"Extreme” social makeovers for SMEs, decision
maker social forensics, and targeted social
outreach in support of multi-million dollar sales
pursuits
How I Did It
• Built innovative Pursuit Marketing function
• Strong buy-in and collaboration with strategic
sales
• Showing social tools in action, when a
salesperson is at their most attentive (in pursuit
of a year-making deal)
How I Use Social Media Today
Social for pursuit marketing; brand and
campaign amplification; tracking and analytics;
and “scaled but personalized” outreach
Best Advice to B2B Marketers
Social is NOT a lead generation tool. It’s a
relationship and credibility-building tool, that can
eventually help you get a seat a the table
17. Ask the Experts
Jason Jue
Co-founder &
Chief Marketing Officer
#B2Better
Social Success Story
• Top 5 B2B Marketing Social Influencer Brand*
How We Did It
• All involved, not automated
• 1:1, not 1 to many
• Corporate feeds: Anybody can write
How We Use Social Media Today
• Branding: ecosystem engagement
• ABM: Identify & engage stakeholders
Best Advice to B2B Marketers. Social is:
• Best contact database
• Most efficient attention grabber for sales
• Measure engagement, not conversion
*Onalytica
18. Ask the Experts
Jenifer Kern
Chief Marketing Officer
#B2Better
Social Success Story
Convincing a multi-generational team of
Recruiters, Sales Reps, and Operations
employees to get active on social to expand
digital footprint, brand awareness, and generate
leads + trust.
How I Did It
• In small steps, so as not to overwhelm
• Making it “optional”
• Illustrating personal success they could
achieve and impact on our business
• Workshops and 1-on-1 guidance/support
• Social Media Task Force
How I Use Social Media Today
• To engage in relevant and timely dialogue
related to current events
• To humanize our B2B brand and make it fun
• Paid advertising, boosting
19. Ask the Experts
Nick Panayi
Head of Global Brand &
Digital Marketing
CSC
Jason Jue
Chief Marketing Officer
Triblio
Jenifer Kern
Chief Marketing Officer
Tracx