B2B Social Media Marketing presentation outlines key strategies, tactics and stats for success in social media for B2B brands. Includes examples of great B2B social media executions.

1. B2B SOCIAL MEDIA
MARKETING

2. Topics for today
•The 3 evolutions of the Internet and what to expect next
• How the consumption of media has changed – forever
•How Australians are using social media and current trends
•The 10 Essential Elements to a Social Media Strategy
•The most effective ways for B2B brands to engage in social media
•Examples of great B2B social media strategies
•How to measure your brands success with social media monitoring
tools
• Questions

3. About Me
Matt Forman (@mattforman)
• Founder & Managing Director @traffika
• Oversee digital strategies & campaigns for clients
including education, property, finance, business
services, publishing & retail.
• Previously CEO at one of Australia’s fastest growing
niche social networks
• 12 years digital marketing experience including senior
online leadership positions at The Perfume Connection
and FuelWatch
• Google Qualified Adwords Individual

4. How the web has evolved
Phase 1: Connecting computers

5. How the web has evolved
Phase 1: Connecting Phase 2: Connecting
computers content

6. How the web has evolved
Phase 1: Connecting Phase 2: Connecting Phase 3: Connecting
computers content people

7. How the web has evolved
Phase 1: Phase 2:
Phase 3: Phase 4:
Connecting Connecting
Connecting people Connecting data
computers content

8. Media consumption has changed

9. Internet has taken over from TV
20
15
Hours / Week
10
16.1
12.9
5
8.8
3.7 2.8
0
Online TV Radio Mobile Newspapers
*Source: Nielsen Online Internet and Technology Report March 2009

10. Media Share
Subscription TV, 2.2%
Cinema, 0.7%
Outdoor, 3.2%
Magazines, 5.4%
Newspapers
Free TV
Radio, 7.2%
Newspapers, 30.3%
Online
Radio
Magazines
Online, 11.9%
Outdoor
Subscription TV
Cinema
Free TV, 24.0%
20
15
10
16.1
12.9
5 8.8
3.7 2.8
0

11. B2B decision makers turn to search &
social media for answers
Top 5 Australian Websites
Audience Share
YouTube, 1.9%
ninemsn, 2.2%
Google
Australia, 9.5%
Windows Live Google Australia
Mail, 2.9%
Facebook
Windows Live Mail
ninemsn
Facebook, 7.6%
YouTube
*Source: Hitwise Top Websites report 17/04/10

13. Australian Social Media Usage
Facebook 75%
YouTube 70%
Wikepedia 65%
Yahoo Answers 48%
Friends Reunited 37%
Twitter 35%
Flikr 34%
Whirlpool Forums 33%
Yahoo Groups 33%
Photobucket 28%
Blogger / Blogspot 24%
Bebo 23%
LinkedIn 22%
Windows Live Spaces 18%
0% 10% 20% 30% 40% 50% 60% 70% 80%
*Source: Neilson Online Social Media Report March 2010

14. Australian Facebook users as % of
population – April 2010
Canberra 67%
Brisbane 51%
Sydney 41%
Perth 40%
Melbourne 40%
Adelaide 34%
Hobart 20%
Darwin 5%
0% 10% 20% 30% 40% 50% 60% 70%
Source: Facebook Advertising and Wikipedia, Estimates taken on 26th of April 2010

15. 0
1
2
4
5
6
7
8
9
3
Jan08
Feb08
Mar08
Apr08
May08
Jun08
Jul08
Aug08
Sep08
Oct08
Nov08
Dec08
Jan09
Feb09
Mar09
Apr09
May09
Jun09
Jul09
Aug09
Sep09
Oct-09
active users
Nov-09
Over 8 million
Dec-09
Jan-10
Feb-10
Facebook User Growth – Australia
Active Users

16. 10 Essential Social Media Elements
1. Goals
2. Objectives
3. People
4. Measurement
5. Content
6. Listening
7. Conversation & Engagement
8. Community
9. Tools
10. Policies

17. 3 “Es” of Social Media
Educate
Engage
Entertain
*Courtesy Jay Berkowitz www.jayberkowitz.com

18. Social Media for B2B
Educate
and Engage

19. Platforms for B2B Social Media Success

20. B2B companies that have acquired
customers on social media
LinkedIn 45%
Blog 43%
Twitter 38%
Facebook 33%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
*Source: Hubspot State of Inbound Marketing Report

27. Blog frequency & customer
acquisition
Multiple Times / Day 100%
Daily 90%
2-3 Times / Week 69%
Weekly 58%
Monthly 38%
Less than Monthly 13%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
*Source: Hubspot State of Inbound Marketing Report

28. Measuring & monitoring social media

29. Take aways
1. B2B decision makers turn to the internet – both search & social
media to find solutions
2. All social media activity must start with a plan – consider the 10
elements
3. Start listening now – conversations are happening right now!
4. Start small – don’t need to boil the ocean
5. Be consistent & authentic – quality and frequency matter

30. Connect With Us
facebook.com/traffika
twitter.com/traffika
slideshare.net/traffika
traffika.com.au/blog