3 top benefits of social media for B2B companies, 10 B2B social media tips and trends, 1 model for successful social media marketing. Presentation at Moscow social media conference by Lee Odden of TopRank Online Marketing

1. Бизнес для бизнеса
социальные медиа
для Успеха
(B2B
Social
Media
for
Success)
10
Tips & Trends
for 2014
@LeeOdden
-­‐
Marke-ngBlog.com
Image:
Shu+erstock

2. @LeeOdden
Agenda: Break it Down
3
10
1
Benefits
of
B2B
Social
Media
B2B
Tips
&
Trends
for
Social
Media
B2B
Social
Media
Model
for
Success

3. @LeeOdden
Why Should B2B
Marketers
Care About
Social Media?

4. @LeeOdden
90%
of all data in the world
has been created in the
last 2 years.
IBM: “Understanding Big Data”
Internet connected
devices NOW
Source; ABI Research
Image: Shutterstock
10B

5. @LeeOdden
Ubiquitous Connectivity
2020
Ericsson
Whitepaper
50B
Create
Consume
Publish
Interact
Transact

6. @LeeOdden
B2B Marketing Is More Than Just
eBooks
Email
Case Studies
Print Publications
Videos
Research
Reports
Direct Mail
White Papers
Infographics
Webinars
Newsletters
Blog
Posts

7. @LeeOdden
B2B is Social

8. @LeeOdden
And Social Media is On Fire
1 Billion
259 Million
1 Billion/MO
500 Million
883 Million
195 Million
148 Million
70 Million
130 Million

9. 3
@LeeOdden
Benefits: Social Media for Business
Awareness:
• Marke?ng
&
Sales
• Media
Rela?ons
&
PR
Reten-on:
• Customer
Service
• Community
&
Advocacy
Opera-ons:
• Recrui?ng
• Collabora?on

10. @LeeOdden
Social Media Marketing Maturity
Ini-al
Stages…
Status Quo Listening
Protect
Focus:
Discovery
Focus:
Maintain
“What
are
people
“Our
customers
do
not
use
social
media”
saying
about
our
brand
on
social
networks?”
Focus:
Reputa-on
Management
“We
need
to
take
control
of
our
brand
on
social
media”
Marketing
Focus:
Promo-on
“Let’s
promote
our
marke?ng
&
ads
on
social
networks”
Community
Focus:
Give
to
Get
“Listen
to
customers,
create
useful
content
and
posi?ve
experiences
on
social
networks.
Grow
community
and
earn
customer
a+en?on
to
buy,
refer
&
advocate”

11. @LeeOdden
B2B Social for Marketing
Thought
Leader
eBook
Performance
-­‐
2
weeks:
43,000+
views
on
Slideshare
1,000+
PDF
downloads
5000+
visits
of
interviews
3,300+
Retweets
200
“likes”
130
G+
100+
inbound
links
100’s
of
referrals
to
event

12. @LeeOdden
B2B Social Content Marketing
56k
68k
Next
Closest
Popular
Preso
6,514
views
|
1
year
ago
125k

13. @LeeOdden
10
B2B
Social
Media
Tips
&
Trends
Image:
Shu+erstock

14. @LeeOdden
1
Growth of Social Media
comScore
MMX
2013
Top
Global
Socnets:
1.
Facebook
(53%
global
market
-­‐
#3
in
Russia)
2.
LinkedIn
3.
Twi+er
…
9.
VK
(Vkontakte)
10.
Odnoklassniki

15. @LeeOdden
1
Growth of Social Media
In
the
U.S.
50% of B2B Buyers Use
Social Media to Identify
Solution Providers
Source:
Demand
Gen
Report
B2B
Buyer
Survey

16. @LeeOdden
1
22% Post ?s to Social Networks
In
the
U.S.
2013
Demand
Gen
Report
B2B
Buyer
Survey
Sources
of
Content
to
Make
B2B
Purchasing
Decisions:
50%
48%
35%
33%
Blogs

17. @LeeOdden
2
Converged Media - Shared
Paid
Earned
Owned
Shared

18. @LeeOdden
3
Social Media & Content
In
the
U.S.
Biggest
Gainers:
Slideshare
up
90%
Google+
up
70%
Instagram
up
300%

19. @LeeOdden
3
Social Media & Content
Effec-veness:
LinkedIn
62%
Twi+er
50%
YouTube
48%
Slideshare
45%
Vimeo
40%
Facebook
30%
Pinterest
26%
Instagram
23%
Vine
22%
Google+
21%
In
the
U.S.

20. @LeeOdden
Social Media is More Than A
B2B Content Promotion Channel
Social Connects Brands to Buyers
Across the Entire Sales Cycle
Photo:
kishjar?
on
Flickr

21. @LeeOdden
3
Understand the B2B Buyer
Discover
Search Keywords
Social Topics
Advertising
Publications
Events
Word of Mouth
Consume
Text, Images,
Audio, Video
Mobile, Tablet,
Computer
Formal, Funny,
Long, Short
Act
Social Share
Engage
Subscribe
Register
Inquire
Buy

22. @LeeOdden
3
B2B Social & Buyer Journey
Newsletter
Social Ads
PPC
Email
Media
Website
consideration
interest
Email
PR
Blog
purchase
Store
Word of Mouth
Engagement
with
the
Brand
Inclusion
in
more
prospect
dialogues
retention
FAQ
Knowledge Base
Ecommerce
Radio
TV
Print
Create
Top
of
Mind
Recogni?on
Social Networks
Blog
Online Ads
awareness
Community
Forum
Reviews
Increase
in
inquiries
/
sales
mee?ngs
advocacy
Promotions

23. @LeeOdden
4
B2B Buyers Are People Too
Humor:
Cisco
ASR
9000:
A
perfect
Valen?nes
Day
gil
because
it
has
6.4
terrabites
per
second,
400gbpps
per
slot,
6
?mes
the
mobile
backhaul
capacity.

24. @LeeOdden
4
B2B Buyers Are People Too
Marketo
Ac-vity
Coloring
Book
• Leveraged
brand
language,
keywords
• Cited
thought
leaders,
authors

25. @LeeOdden
4
B2B Buyers Are People Too
Marketo
Ac-vity
Coloring
Book
App
• 354
registered
downloads
• 19.8%
increase
in
registered
downloads

26. @LeeOdden
5
B2B Social Media Hubs
•
•
•
•
IBM
Voices
Intel
IQ
Social@Cisco
Dell:
Tech
Page
One

27. @LeeOdden
6
B2B Social Content & Quality
13k Views
GE
presents
Compressorhead
in
Union
Square
NYC
11.12.13
(12
Nov)
56k Views
788k Views

28. @LeeOdden
7
Listening for Social Leads
“IBM’s
social
media
listening
for
leads
efforts
have
uncovered
millions
of
dollars
in
sales.”
eMarketer
“Seekers”
monitor
social
sites:
-­‐
Government
sites
for
RFPs
-­‐
Blogs
-­‐
Discussion
Boards
-­‐
Groups
Sales
Reps
Blog
&
post
about
events
and
new
info
–
Twi+er,
LinkedIn
Four
key
metrics:
• number
of
leads
created
• lead
value
• win
revenue
• win
rate.
Image:
IBM
Solware
Business
Partner
Blog

29. @LeeOdden
8
Social is Hot – Search is Too
4.8 BILLION
Yandex
Search
Queries
/
Month
Source:
Search
Engine
Watch
2013
16%
Of
daily
queries
on
Google
have
never
been
seen
before
Source:
Google
Internal
Data,
2011
81%
Of
B2B
buyers
start
with
search
engines
Source:
DemandGen
Report
May
2012

30. @LeeOdden
8
B2B Social - SEO
• Search
Discovery
• Google
Authorship
• Social
Shares
=
Links

31. @LeeOdden
Blog
Posts
Tips
&
Examples
eBook
Website
Category
Email
Newsle+ers
Industry
Media
Coverage
Press
Releases
Prospect
Brand
Networking
Guide
to
B2B
Social
Social
Networking
Community
Brand
USP
(Topic
-­‐
Keyword)
Contributed
Ar?cles
Guest
Posts
Topical
Survey
“2013
Topic
XYZ
Survey”
Co-­‐Created
Visual
eBook
with
Conference
SEO
Off
Site
Commen?ng
Topical
Resource
Lists
Speaking
at
Conferences

32. @LeeOdden
9
B2B Social Media Tools
Social
Hubs
Postano
Tint
Rebel
Mouse
Feed
Magnet
Telligent
WordPress
Listening
Trackur
Sysomos
Salesforce
Marke?ngCloud
Management
Hootsuite
Sprout
Social
Wildfire
Social
Op-miza-on
smo.knowem.com
SEMRush.com
Raven,
Moz,
AHrefs

33. @LeeOdden
10
B2B Social Measurement
Social Content KPI’s
•
•
•
•
•
•
•
•
•
•
•
Visits
Views/Impressions
Fans
Friends
Followers
Comments
Likes
Google Plusses
Links
SERPs
Search Traffic
Business Outcomes
• Shorter Sales
Cycles
• Increased Order
Quantity, Frequency
• More Referrals
• Share of Voice
• Improve Service
• Lower Marketing
Costs
• Grow Revenue
• Improve Profits

34. 1
@LeeOdden
B2B Social Media Model
awareness
What customer
segment are you
targeting?
Preferences
Pain Points
Behaviors
purchase
consideration
What do they
care about? What
are their goals?
Search &
Social Data
Sources
retention
What stories will
connect your
goals with theirs?
Content Plan,
Create, Curate
Buy Cycle
Op-mize
advocacy
Make it easy to
find, share & act
SEO, Social
Networking, PR,
Ads, Email
Social Monitoring,
Web Analytics,
Social CRM

35. @LeeOdden
Important B2B Social Skills in 2014
Segmenta?on
Buy
Cycle
Stories
Social
Content
Crea?on,
Cura?on
Social
Amplifica?on
Community
Measurement
Unified
Strategy
Goals
Resources
What Is Your Business Doing To
Master These Skills?

36. @LeeOdden
Takeaways
Understand
B2B
buyers:
Where
does
social
fit?
• Discover
• Consume
• Act
Give
to
Get:
Create
value
for
B2B
buyers
(personal/professional)
through
informa-on
and
engagement
-­‐
before
expec-ng
a
lead
or
sale
S-ck
With
It:
Social
media
contributes
across
the
en-re
customer
lifecycle:
Awareness
>
Purchase
>
Advocacy
Be
pa-ent
for
results
Image:
Shu+erstock

37. @LeeOdden
Thank You
Lee
Odden
lee@toprankmarke?ng.com
TopRankMarke-ng.com
Marke?ngBlog.com
Op?mizeBook.com
Op-mize
Available
in
Russian
in
2014
h+p://www.mann-­‐ivanov-­‐ferber.ru/books/mif/op?mize/