B2B DIGITAL FORUM WELCOME TO THE ENTERTAINMENT BUSINESS By Marc Keating @marckeating
the rules have changed forever
<ul><li>THE OLD WAY ISN’T WORKING </li></ul>
THE WORLD OF THE B2B DIGITAL NATIVE <ul><li>Source / Enquiro B2B report / The rise of the digital native </li></ul>
54% of iPad owners are over 45 and 71% use it between 7pm and 9pm <ul><li>Source / Seven  / YouGov /  How to engage with t...
THE NATIVE GAP
where’s your tipping point?
BY 2014, SOCIAL NETWORKING SERVICES WILL REPLACE E-MAIL AS THE PRIMARY VEHICLE FOR INTERPERSONAL COMMUNICATIONS FOR 20 PER...
FOLLOWERS FRIENDS MEMBERS <ul><li>The contact database of the future! </li></ul>Rembrandt / The Nightwatch
PUSH /  PULL
PUSH  / PULL
THE RISE IN INBOUND MARKETING <ul><li>Source / Google Insights / 2011 </li></ul>Inbound searches Outbound searches
stalking
talking
THE NEW BRAND DIALOGUE MODEL <ul><li>Source / IAS </li></ul>Q1 Q2 Q3 Q4 High impact campaigns (Paid) Push Social conversat...
the hunter has become the hunted
<ul><li>93% OF B2B BUYERS USE SEARCH TO BEGIN THE BUYING PROCESS  </li></ul><ul><li>AND 37% POST QUESTIONS ON SOCIAL NETWO...
B2B PROSPECTS WANT: INSIGHTS KNOWLEDGE SUPPORT IDEAS HELP
 
content
CONTENT MARKETING IS ABOUT USING CONTENT TO  CAPTURE ,  ENGAGE  &  NURTURE  PROSPECTS, THROUGH THOUGHT LEADERSHIP WITHIN Y...
INBOUND USER JOURNEY <ul><li>Source / IAS </li></ul>New outlets Enablers Need states Initial discovery  Research and valid...
WELCOME TO THE ENTERTAINMENT BUSINESS Rembrandt / The Nightwatch
WE ARE NOT IN THE BUSINESS OF SUPPORTING A MEDIA INDUSTRY, WE ARE IN THE BUSINESS OF CONNECTING WITH CUSTOMERS <ul><li>Tre...
 
 
tell a great story
 
MAPPING THE PURCHASING TIMELINE <ul><li>Source / IAS </li></ul>Aware Interested Unaware Need identification Content market...
MULTIDIMENSIONAL CONTENT DISTRIBUTION <ul><li>Source / IAS </li></ul>CONTENT ASSETS Blog Tweets Group  topic Audio podcast...
 
GOOGLE THEN AND NOW Static Web page results Social media results
Content distributed and shared to branded channels/profiles Visitor behaviour tracking and campaign measurement XML feed S...
OUR OWN EXPERIENCE <ul><li>58 Flickr favourites, 4 comments </li></ul><ul><li>6,405 Flickr views </li></ul><ul><li>2,133 Y...
KEY TAKEAWAYS <ul><li>The customer and channels have changed </li></ul><ul><li>Embrace social within your business </li></...
Marketing in the future is like sex. Only the losers will have to pay for it! <ul><li>Source / Jon Bond / Kirshenbaum Bond...
thank you E-mail: marc.keating@iasb2b.com Web: iasb2b.com LinkedIn: http://uk.linkedin.com/in/marckeating
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B2B Marketing in a social media world

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Presentation given by Marc Keating, Head of Digital, IAS B2B Marketing at the 2011 How-Do B2B digital marketing forum. The presentation explores the future of B2B marketing, the impact of the digital native and the importance of content marketing as part of an integrated social and digital strategy.

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B2B Marketing in a social media world

  1. 1. B2B DIGITAL FORUM WELCOME TO THE ENTERTAINMENT BUSINESS By Marc Keating @marckeating
  2. 2. the rules have changed forever
  3. 3. <ul><li>THE OLD WAY ISN’T WORKING </li></ul>
  4. 4. THE WORLD OF THE B2B DIGITAL NATIVE <ul><li>Source / Enquiro B2B report / The rise of the digital native </li></ul>
  5. 5. 54% of iPad owners are over 45 and 71% use it between 7pm and 9pm <ul><li>Source / Seven / YouGov / How to engage with the iPad generation </li></ul>
  6. 6. THE NATIVE GAP
  7. 7. where’s your tipping point?
  8. 8. BY 2014, SOCIAL NETWORKING SERVICES WILL REPLACE E-MAIL AS THE PRIMARY VEHICLE FOR INTERPERSONAL COMMUNICATIONS FOR 20 PERCENT OF BUSINESS USERS. <ul><li>Source / Gartner / Five Social Software Predictions for 2010 and Beyond </li></ul>
  9. 9. FOLLOWERS FRIENDS MEMBERS <ul><li>The contact database of the future! </li></ul>Rembrandt / The Nightwatch
  10. 10. PUSH / PULL
  11. 11. PUSH / PULL
  12. 12. THE RISE IN INBOUND MARKETING <ul><li>Source / Google Insights / 2011 </li></ul>Inbound searches Outbound searches
  13. 13. stalking
  14. 14. talking
  15. 15. THE NEW BRAND DIALOGUE MODEL <ul><li>Source / IAS </li></ul>Q1 Q2 Q3 Q4 High impact campaigns (Paid) Push Social conversations (Earned) Pull
  16. 16. the hunter has become the hunted
  17. 17. <ul><li>93% OF B2B BUYERS USE SEARCH TO BEGIN THE BUYING PROCESS </li></ul><ul><li>AND 37% POST QUESTIONS ON SOCIAL NETWORKING SITES </li></ul><ul><li>WHEN LOOKING FOR SUGGESTIONS. </li></ul>
  18. 18. B2B PROSPECTS WANT: INSIGHTS KNOWLEDGE SUPPORT IDEAS HELP
  19. 20. content
  20. 21. CONTENT MARKETING IS ABOUT USING CONTENT TO CAPTURE , ENGAGE & NURTURE PROSPECTS, THROUGH THOUGHT LEADERSHIP WITHIN YOUR BRAND CATEGORY.
  21. 22. INBOUND USER JOURNEY <ul><li>Source / IAS </li></ul>New outlets Enablers Need states Initial discovery Research and validation Receiving information Search Communities Social feeds SOCIAL CHANNELS CONTENT Engagement Brand and marketing contact strategy
  22. 23. WELCOME TO THE ENTERTAINMENT BUSINESS Rembrandt / The Nightwatch
  23. 24. WE ARE NOT IN THE BUSINESS OF SUPPORTING A MEDIA INDUSTRY, WE ARE IN THE BUSINESS OF CONNECTING WITH CUSTOMERS <ul><li>Trevor Edwards / Vice President, Global Brand and Category Management / Nike </li></ul>
  24. 27. tell a great story
  25. 29. MAPPING THE PURCHASING TIMELINE <ul><li>Source / IAS </li></ul>Aware Interested Unaware Need identification Content marketing > Web integration > Sales enablement Build awareness of brand/campaign and drive traffic to Landing pages Encourage users to interact with content and functionality Conversion of Web traffic in the form of leads, sales, registrations Supporting information to nurture the prospects to become a customer Tweets Blogs Articles Whitepaper E-book Podcast Webinar Case studies Product demonstration ROI calculators Datasheets Q&A
  26. 30. MULTIDIMENSIONAL CONTENT DISTRIBUTION <ul><li>Source / IAS </li></ul>CONTENT ASSETS Blog Tweets Group topic Audio podcast Video Info graphic White- paper SMPR Slides CONTENT THEME Images IAS WEB SITE Off-line channel integration
  27. 32. GOOGLE THEN AND NOW Static Web page results Social media results
  28. 33. Content distributed and shared to branded channels/profiles Visitor behaviour tracking and campaign measurement XML feed Support 2.0 Forums Blogs Web TV Google news RSS feeds Branded widgets Page view Content pages tagged with relevant meta-data Profile manager Registration Industry news User profile Ask a question (live chat) Download Brochure request Marketing Real-time profiling E-mail D-mail Events Outdoor Micro Blogs Social networks Photo sites Video Web sites File sharing Display ads Homepage Segmented pages Behavioral ads Mobile (SMS) Ads (print) Direct URL Landing zones Podcasts Social Media PR Blogs Social networks Social ads CRM Triggered E-mails Client CRM User goal reporting and page tracking Enquiry (Lead) Business apps CRM dashboard Profile manager Activity dashboard Campaign reporting Live synchronisation Organic search Blog In-text ads PPC Triggered E-mails Triggered E-mails Nurture Convert Up sell Engagement Web 2.0 and UGC Mobile ads Digital PR PR Custom content Live content feeds Segmented journeys Sales Customer support Landing pages E-mail alerts Careers Products Office locator FAQs Pull content Article voting Ask the expert Information Web 2.0 and UGC Augmented reality 3D modelling Search optimisation On-line sales RSS feeds On-line sales Social Network Extranets Contacts Subscriptions Review and optimise URLs Multivariate testing Dynamic No generation
  29. 34. OUR OWN EXPERIENCE <ul><li>58 Flickr favourites, 4 comments </li></ul><ul><li>6,405 Flickr views </li></ul><ul><li>2,133 YouTube views </li></ul><ul><li>8 Blog reviews </li></ul><ul><li>2,103 Blog views </li></ul><ul><li>Google page 1 rankings </li></ul>
  30. 35. KEY TAKEAWAYS <ul><li>The customer and channels have changed </li></ul><ul><li>Embrace social within your business </li></ul><ul><li>Engage with content and experiences </li></ul><ul><li>Think multi search, channel and device </li></ul><ul><li>Start today to own the new inbox </li></ul><ul><li>Link to paper: http://www.b2bmarketing.net/resources/whitepaper-developing-content-marketing-strategy </li></ul>
  31. 36. Marketing in the future is like sex. Only the losers will have to pay for it! <ul><li>Source / Jon Bond / Kirshenbaum Bond </li></ul>
  32. 37. thank you E-mail: marc.keating@iasb2b.com Web: iasb2b.com LinkedIn: http://uk.linkedin.com/in/marckeating

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