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Social media and b2 b changing your business

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Vertical Marketing
Vertical Marketing

Like it or not, social media have changed B2B marketing. Here's a short intro on why, how and ways you can embrace social media... from Vertical Marketing (Wimborne) -- B2B Technology Specialists.

BusinessTechnology
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Social Media Will Change Your Business Your customers and rivals are figuring out social media. Catch up…or catch you later! Things have happened quickly… like it or not, social media is already a permanent part of the B2B marketing landscape. In particular, public relations, marketing and customer expectations have undergone enormous changes. How prescient is this 2008 headline from BusinessWeek magazine?
What has changed? “ O pportunity exists for building loyalty and relationships in the new marketing landscape that's based on progressive relationships, not just sales funnels ” ,[object Object],[object Object],[object Object],[object Object]
What hasn’t changed? ,[object Object],[object Object],[object Object],[object Object],[object Object],“ You still need a good story to tell… people buy ‘different’. It’s stand out or fade away, just as it has always been”
We’re here because we have to be ,[object Object],[object Object],[object Object],[object Object],[object Object],“ Only 10% of site visitors are ready to engage; but over time (12 months) with the right value-added content the number skyrockets to 87% ” (BtoB magazine)
We’re here because we have to be As of early 2011, worldwide almost 50% of B2B technology professionals use either Facebook, LinkedIn, YouTube or Twitter weekly, almost 30% daily
Social media platforms Over 750 million registered users 72% of B2B companies use Facebook for marketing, according to IBM “… when you stop to think about it, what’s more social than doing business?” Over 120 million professionals worldwide 2 million companies have LinkedIn pages Over 200 million registered users 88% of the 100 Fortune Global Companies post daily news and updates 2nd largest search engine, 4 th largest site on web YouTube is localized in 25 countries and 43 languages
How B2B uses social media - Shorten procurement cycle - Improve customer relationships - Convey broader corporate personality - Find skilled employees - Protect brand from online ‘slander’ - Help customers… respond to problems, resolve issues quickly - Reach remote, emerging markets “ For B2B marketers, social media are a godsend… now you can interact with customers and partners in ‘immediate’ ways and in places that were never possible with slower, less vibrant media” - Manage core message
B2B goals for Facebook - Get found by people searching for your products and services - Connect and engage with current and potential customers - Generate leads - Promote the personality of Rebound to potential employees “ In many emerging countries, social media are the preferred method of communication and the only way to talk with customers ” - Promote other content you create: webinars, white papers
Obstacles to getting started
Getting started… some basics “ Social media are not perfect: neither are adverts, exhibitions or direct mail; but participation is inexpensive… mistakes aren’t nearly as costly” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
First step essentials Begin socisa media participation on Facebook, LinkedIn, Twitter and company blogs, then include YouTube, SlideShare, Flickr and beyond ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],“ Social media plans develop in real time… consistency of participation is important… what’s most important is getting started ”
Step-by-step with Vertical We will act as community manager and ROI monitor ,[object Object],[object Object],[object Object],We will act as content manager and creator, when needed ,[object Object],[object Object],[object Object],“ Yes, your efforts need a cohesive direction but they don’t have to be perfect… too many use perfection as a reason not to start at all”
At all times… intelligent marketing ,[object Object],[object Object],[object Object],[object Object],“ The quality and value of content has never, never been more important for B2B marketing… social media are driven by content in ways old marketing tactics never were ”

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Social media and b2 b changing your business

  • 1. Social Media Will Change Your Business Your customers and rivals are figuring out social media. Catch up…or catch you later! Things have happened quickly… like it or not, social media is already a permanent part of the B2B marketing landscape. In particular, public relations, marketing and customer expectations have undergone enormous changes. How prescient is this 2008 headline from BusinessWeek magazine?
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  • 5. We’re here because we have to be As of early 2011, worldwide almost 50% of B2B technology professionals use either Facebook, LinkedIn, YouTube or Twitter weekly, almost 30% daily
  • 6. Social media platforms Over 750 million registered users 72% of B2B companies use Facebook for marketing, according to IBM “… when you stop to think about it, what’s more social than doing business?” Over 120 million professionals worldwide 2 million companies have LinkedIn pages Over 200 million registered users 88% of the 100 Fortune Global Companies post daily news and updates 2nd largest search engine, 4 th largest site on web YouTube is localized in 25 countries and 43 languages
  • 7. How B2B uses social media - Shorten procurement cycle - Improve customer relationships - Convey broader corporate personality - Find skilled employees - Protect brand from online ‘slander’ - Help customers… respond to problems, resolve issues quickly - Reach remote, emerging markets “ For B2B marketers, social media are a godsend… now you can interact with customers and partners in ‘immediate’ ways and in places that were never possible with slower, less vibrant media” - Manage core message
  • 8. B2B goals for Facebook - Get found by people searching for your products and services - Connect and engage with current and potential customers - Generate leads - Promote the personality of Rebound to potential employees “ In many emerging countries, social media are the preferred method of communication and the only way to talk with customers ” - Promote other content you create: webinars, white papers
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