Social Media in B2B Marketing - SM Basics & Cases

Dank aan onze Support Partners

Social Media in B2B Marketing

Ghent - 14 June 2011

People
are fed up with
unwanted &
irrelevant
interruptions…

Marketing 1.0 – Consumer 1.0

• efficient
• predictable
• motivated by the best deals
• mostly rational in buying decisions

Today’s consumer
has changed

Consumer 2.0

Meet the new “Homo Feelgoodonicus”:
• is inefficient & unpredictable
• is motivated by what makes him/her happy
• ignores most of the marketing messages
• can decide & buy entirely based on emotions
• likes to be social and be part of a community

The consumer has changed…

http://www.youtube.com/watch?v=heSudg-tfIk

People 2.0 are “interconnected”

The average “interconnected” consumer has +150 followers

Only 14% trust …
online ads

a Wor(l)d of Mouth
Lots of media tools at their fingertops

Consumer 2.0

• emotional buyers
• interconnected
• World of Media
• >66% penetration (+ High
expectations with rise of mobile)

You can’t solve
problems of today

with the answers
of yesterday

Time to get started

1) Who is actively (7/week) using Foursquare?

2) Who is actively using Twitter?

3) Who is actively using Facebook?

4) Who is actively using other Social Media?

Antony Slabinck
CEO @ LBi Belgium
Head of Social Media Task Force @ IAB

A global marketing and
technology agency, blending
insight, creativity and
technology to create
business value.

Doing this well is difficult
and absolutely needs the
best available skills

That’s why we built one company

ItWevery difficult to achievethe blend
is think the answer is in

The Ongoing dialogue

Forget “The Big Idea” approach!
Go for an ongoing dialogue…

1. Listen

2. Dialogue

3. Engage

4. Empower

Social Media is…

Interconnected People

having Conversations

using all available Media

=> a shift in how people discover, read and share News & Information

Social media is just like real life!

But with larger networks, 24/24, archived > 2 years

It no longer matters what YOU say!

Today, your brand will be determined by:

what you do
who you are

and what THEY say!

Social Media Tools

RSS
Microblogs
Social networks
Blogs
Wiki ‘s
Social Bookmarking
Virtual Worlds
Podcast
Vodcast
Widgets
Mobile
Augmented Reality
…

Application categories?

1. Categorization is difficult => Many overlapping characteristics

2. Possible categorization is current used typology:

3. Business versus Personal

RSS Podcast
Microblogs Vodcast
Social networks Widgets
Blogs Mobile
Wiki ‘s Augmented Reality
Social Bookmarking …
Virtual Worlds

I couldn’t care less!

This is NOT about media
nor about technology!

Social Technographics (Forrester)
Consumers participate monthly in at least one of the indicated activites:

Creators
(24%)

Conversationalists Inactives
(17%)
(33%)

Critics Spectators
(70%)
(37%)

Collectors Joiners
(20%) (59%)

Introducing The New Social Technographics (Jan 15, 2010 - Forrester)

Threats

 It’s probably just a Fad/Hype/Technology
 Communities are created without my consent
 We will not be in control anymore!
 Company processes are not ready
 Company/employee culture is not ready
 Our CEO doesn’t use Facebook…
 Campaigns without a strategy
 Starting too late
 All budget to campaign, not enough left for 1 year of “ongoing dialogue”
 …

Social Media needs a new attitude from all stakeholders!

Opportunities

 Market research – Authentic Customer Insights
 Customer Support
 Contextual marketing / Social CRM
 Brand Advocates & Brand Ambassadors
 Product Design
 Natural SEO
 Human Resources
 Developing new business models
 Sales
 …

You can already start a dialogue for less than 0,2 FTE
(Social Media Managers, Conversation Managers, …)

Is Social Media
a Fad or Hype?

Is Social Media a Fad or Hype?

 Are “People” a Fad or Hype?

 Is being “Interconnected” a Fad or Hype?

 Are their “Conversations” a Fad or Hype?

Or is it the biggest change since the Industrial Revolution?

Is Social Media a FAD?

http://www.youtube.com/watch?v=NhPgUcjGQAw

Engage customers on their terms

Yes you can …
solve problems of today

with the answers
of yesterday TODAY

First of all, we have to
understand the basics of:

• Social Communities
• Brand Advocates
• When Social Meets Mobile
• Location Based Services
• Contextual Marketing

How do communities get started?

http://www.youtube.com/watch?v=fW8amMCVAJQ

How do communities get started?

1. You need a fool to start , he needs the guts to stand alone and look ridicolous
2. Must be easy to follow
3. First follower transforms the fool into a leader
4. Leader shows how to follow
5. It’s now about them
6. Second follower changes two nuts into a crowd
7. New followers need to see the followers as they want to emulate them
8. A movement is started!
9. It’s no longer risky to join the movement
10. Those who didn’t join became the fools

Your Checklist for a succesfull case

Fun experience
Added Value
You should offer: Participation
Collaboration/Sharing
Dialogue/Tool

Authentic
Relevant
You should be: Positive
Honest
Trustworthy

Pick up user generated stories
Enhance them

Case: Mentos - Enlarged story

Checklist OFFER:
 Fun Experience
• Mentos Added Value
 invested $28.000,- (*)
 Collaboration
• More than 5 M people
 Participation
watched video in 1st month
 Dialogue/Tool
• Estimated value for this
Checklist BE:
‘campaign’: $ 10 million
 Authentic
 Relevant
 Positive
(*) Annual marketing budget of
 Honest
Mentos: $ 20 million,
 Trustworthy

http://www.youtube.com/watch?v=hKoB0MHVBvM

Case: KMDA - Kai Mook Antwerp Zoo
Checklist OFFER:
 Fun Experience
 Added Value
 Collaboration
 Participation
 Dialogue/Tool

Checklist BE:
 Authentic
 8.500 name suggestions  Relevant
 41.000 registrations for updates,  Positive
 850.000 unique visitors on baby-elephant.be,  Honest
 massive local and international press attention,  Trustworthy
 560.000 people watched the birth online,
 1.2 million site visits in the birth weekend,
 5.000 people signed the online birth register,
 22.000 blog comments in the birth weekend.
 300.000 visitors (200.000 paying visitors) more than in 2008.

6. Brand Advocates
Basics

What’s a Brand Advocate?

A customer…
• who has an outspoken positive perception of a brand
• who will talk favorably about a brand to their friends
• who can help generate brand awareness
• who can influence purchase intentions

They have always been there …
BUT never had much chance to be heard.

DIGITAL is their tool

Customers as Brand Advocates
Brand Advocates:
They like to convert peers
Often as well Innovators (2%)
& Early Adopters (13%)

They express their love for
your brand to others
(but are not trying to convert others, typically
Facebook Fans)

Why are Brand Avocates so interesting?

Promotional offers sent by
Advocates convert 5 times more
(than offers sent by brands)

ACTION: Identify and mobilize your Advocates!

Case: Coca-Cola - Happiness Ambassadors
The campaign “Expedition 206” sent three 20-somethings (selected social
media influential's!) to 206 countries and territories where Coca-Cola is
sold in 2010, stocked with laptops, video cameras, smart phones and
plenty of other gadgetry, in order to document for the masses their
search for happiness.

http://www.expedition206.com

53 percent of advocates
(vs 33 percent for consumers) want to
be recognized as an
individual.
Deloitte study

Support their creative conversation

Help!

We have a disaster on
our hands!

Do brands monitor their reputation today?*

*Source: 2008 WebKnow Study, Cologne University

Case: Kryptonite - Consumer in control

http://www.youtube.com/watch?v=t8XxcOj3Seo

Case: United Airlines - Break Guitars

Checklist OFFER:
 Fun Experience
 Added Value
 Collaboration
 Participation
 Dialogue

Checklist BE:
 Authentic
 Relevant
 Positive
 Honest
 Trustworthy

http://www.youtube.com/watch?v=5YGc4zOqozo&feature=fvst

Do you react to negative comments?*

*Source: 2008 WebKnow Study, Cologne University

Case: Toyota - Boosted Conversations

They turned up the volume of their
response level and created a social media
war room that’s staffed with 6 to 8
responders during the crisis.

Toyota case: Some Facts

In the first 5 days, over a million people
viewed the Digg Dialogg video interview
with president, Jim Lentz:

“Some of our models, such as Prius, have
entrenched communities of enthusiasts
with whom we engage, as they’re
authentic brand advocates.”

“ROI is certainly important to us in the long run, however we don’t
plan to wait to define it before advancing initiatives we know are
important. Over time we will definitely evaluate our efforts in order
to determine how they are impacting key metrics. Those results will
become the new benchmarks for future initiatives, and ultimately the
foundation for measuring ROI.”

http://www.toyotaconversations.com/
http://ad-tech.blogs.imediaconnection.com/2010/03/30/370/

Ooops ...
We forgot to talk about your most valuable
brand influencers

… as many companies tend to forget.
Big mistake, sorry!

Your employees!
The most overlooked segment of potential
brand building
are your employees!
They are out there in the world interacting
with people every day
(Ogilvy & Mather)

Customers as Brand Advocates
Brand Ambassadors: Brand Advocates:
Paid employees or receive kind of They like to convert peers
financial award to promote a Often as well Innovators (2%)
& Early Adopters (13%)
brand

They express their love for
your brand to others
(but are not trying to convert others, typically
Facebook Fans)

Case Best Buy - Twelpforce

Checklist OFFER:
 Fun Experience
 Added Value
 Collaboration
 Participation
 Dialogue/Tool

Checklist BE:
 Authentic
 Relevant
 Positive
 Honest
 Trustworthy

Case: Twelpforce (Best Buy)

http://www.youtube.com/watch?v=6gN41STo4TM

We found our Ambassador
... hope you have too!

What is makes Mobile so special?

QUESTION: Can you please show your mobile?

1. Mobile is personal

2. Mobile is always carried – the world in my pocket

3. Mobile is always on

4. Mobile has a built in payment mechanism

5. Mobile is there at the point of creative impulse (instant)

Mobile app for Smirnoff

bit.ly/smirnoffapp

Checklist OFFER:
 Fun Experience
 Added Value
 Collaboration
 Participation
 Dialogue/Tool

Checklist BE:
 Authentic
 Relevant
 Positive
 Honest
 Trustworthy

What’s the sum of Social + Mobile + Loyalty?

Loyalty

€
Social Mobile

8. Location Based
Marketing

It’s all about
relevance

Case – Starbucks: Mayor discounts & Barista badge

Checklist OFFER:
 Fun Experience
 Added Value
 Collaboration
 Participation
 Dialogue/Tool

Checklist BE:
 Authentic
 Relevant
€  Positive
Starbucks
 Honest
Barista badge
 Trustworthy

The boom today: Location Based Services

• People- and business-driven
• De-centralized models
• Bottom-up
• Rich experience
• Relationship, engagement, loyalty
• Social
• Incentive-based (badges, coupons, ...)

€

Case Thomas Cook – Location Based Service
• World Travel Conference
• 2000 attendees
Checklist OFFER:
 Fun Experience
•  Added Value
How to interact with attendees?
• How to manage?  Collaboration
• Fast and efficient  Participation
 Dialogue/Tool

Checklist BE:
• Welcome messages  Authentic
• Timed announcements Relevant

• Departure messages  Positive
€  Honest
• 4 interactive zones  Trustworthy
• Targeted announcements
• Real Time Statistics => adaptations

Case: The Coca Cola Village

Checklist OFFER:
 Fun Experience
 Added Value
 Collaboration
 Participation
 Dialogue/Tool

Checklist BE:
 Authentic
 Relevant
 Positive
 Honest
 Trustworthy

http://www.youtube.com/watch?v=SSZ9v8oUaRY

Case 8/Meet the VOLKSWAGENS

First steps into Contextual Marketing
(Analyzing my personal Tweets)

(Authorization to Analyze my Facebook profile)

(Analyzing my personal Facebook profile)

Checklist OFFER:
 Fun Experience
 Added Value
 Collaboration
 Participation
 Dialogue

Checklist BE:
 Authentic
 Relevant
 Positive
 Honest
 Trustworthy
Great! They found me an Economical & Tech-savvy car...
Contextual Marketing : Agreed! It’s still experimental …
But ... just imagine the possibilities!

10. Let’s get started
right now!

LBi’s Social Media Roadmap
Low Attention span High
Attention 2 months 12 months Attention 2 years
2 weeks
Low
control .crowd sourcing
.brand advocates empower
.1:1 marketing
.loyalty program
engage .microblog

.1:1 emails .shared experiences

.enriched profiles .social bookmarking
.podcast
.personalized folders
.visual DNA
Control

dialogue .1:1 booklets
.reputation management .1:1 lab
.online media campaign
.wiki
.surveys listen .twitter .hire conversation Manager
.employees
.email marketing .blog
.facebook
.testimonials
.PR .website
publish .print
.monitoring

.TV .folder

High
Control
.radio .magazine
1.0
.direct marketing
2.0 3.0
Low High
Interaction Interaction Interaction

Case: Starbucks Idea - Innovate
Checklist OFFER:
 Fun Experience
 Added Value
 Collaboration
 Participation
 Dialogue

Checklist BE:
 Authentic
 Relevant
 Positive
 Honest
 Trustworthy

http://www.youtube.com/watch?v=CwYxuV2dVzw
http://mystarbucksidea.force.com/ideaHome

Case: CISCO – ASR900
Checklist OFFER:
 Fun Experience
 Added Value
 Collaboration
 Participation
 Dialogue

Checklist BE:
 Authentic
 Relevant
 Positive
 Honest
 Trustworthy

http://www.youtube.com/watch?v=90W5hWsYV3Q&feauture=player_embedded

Case: IBM – The Art of Sale
Checklist OFFER:
 Fun Experience
 Added Value
 Collaboration
 Participation
 Dialogue

Checklist BE:
 Authentic
 Relevant
 Positive
 Honest
 Trustworthy

http://www.youtube.com/watch?v=MSqXKp-00hM

10 Social Media Guidelines (Phase1:Basic)

1. Start with social media in a very early stage (Listen)
2. Locate your target groups
3. Locate the SM believers within your company (employees)
4. Locate the Brand Ambassadors (employees)
5. Locate Brand Advocates (Consumers)
6. Get support/buy-in from management
7. Check your organisation & processes (SM Guidelines)
8. Define your marketing objective + KPI’s (Awareness, Fidelisation, ...)
9. Set up more professional Monitoring of your MicroSegments
10. Allocate time, resources and budget

Start early!

So you can …

fail sooner

Social media shouldn’t be
100% of 1 person’s job,
but 1% of 100 people’s jobs

10 Social Media Guidelines (Phase2:Advanced)

Once you are ready to ENGAGE & EMPOWER

1. Analyse your listening & monitoring results
2. Build a strategy & roadmap based on the objective/microsegment
3. Build a presence on the main application of your targetgroup
4. Pick up user generated stories
5. Create Added Value content, applications or widgets
6. Boost these stories through communities & networks
7. Empower Brand Ambassadors (Employees)
8. Empower Brand Advocates (Consumers)
9. Consistent 360 degrees presence (Perfect Media Mix)
10. It’s not about you, it’s about them!

Monitoring
Measuring the Impact

1. Listen

Microblogging
• Many free tools

•Aggregate brand mentions in open
content sources, e.g. Blogs

• Blogs and forums
• Tweets
• News feeds

• Requires time, resources and Aggregators
patience, due to the manual
work
associated to it

2. Monitor

• To listen actively, report and analyse

• Measure results, changes and trends

• Identify potential crises

• Enterprise tools specialise in tracking
and measurement

• Identify where your target groups are

• Learn their language

Measuring Influence

Influence

Awareness

Seed and monitor content on influential destinations
Engagement

Measuring Awareness

Calculate reach and click-through performance for each
source using a combination of tools

Influence

Awareness

Engagement

Example: Facebook Insights

Measuring Engagement

Leverage existing campaign analysis capabilities

Influence

Awareness

Engagement

Case: Cirque du Soleil – Getting insights
1. To promote their 2009 summer campaign, Cirque du Soleil fully relied
on social media. Checklist OFFER:
 Fun insights
2. They listened to their community and used the learnedExperienceto
build excitement for future shows.  Added Value
 Collaboration
3. Fans and followers were given exclusive content and special discounts.
 Participation
 Dialogue

Checklist BE:
 Authentic
 Relevant
 Positive
 Honest
 Trustworthy

3. Engage
• Set up a conversation team
• Set up conversation guidelines
• Microsegment
• Define your objectives
• Different strategies/segment
• Define action and reaction based
on the analysis of data
• Respond on questions and complaints
• Use customer insight for improvement
and innovation
• Adapt your roadmap

Back

It’s up to you to
judge if this
presentation was ...

But I certainly
hope that you
appreciated ...

And that it
brought to you
...

Extra B2B cases
(often protected extranets or not accessible anymore)

B2B Case: KINAXIS – Blog
Kinaxis is a supply chain management company and used a range of social media tools to
effectively raise awareness of their services. They decided to take a humorous approach to
their campaign, such as their video series ‘Suitemates, The Late Night Supply Chain Show’
and their blog, ‘The 21st Century Supply Chain blog’.

Their integrated social media
campaign combines
video, blogging, LinkedIn, Twitt
er and online communities to
combine their fun approach
with a real business focus.
Kinaxis claim they received
42,000 leads from the initiative
and a 2.7% increase in traffic to
their site.

http://blog.kinaxis.com/

B2B Case: Dymo – Dealer Portal
DYMO Corporation is the leading
manufacturer of handheld label
makers & label printers and wanted to
build a direct & regular contact with
their resellers.

They developed an extranet based
dealer portal using different Loyalty &
Social functionalities.

Main focus is on creating real added
value for the resellers through
providing all Marketing & Campaign
Materials, very easy E-Learning
Modules, linking the monthly sales out
data with a Loyalty Program & internal
competition.

http://www.dymoconnect.com

B2B Case: CREE – Website, Facebook, ...
CREE, manufacturer of LED technology developed a microsite: “Cree LED revolution”. The
site features competitions for users, Facebook & Twitter integration and the company blog.
The user generated content section ‘cry for help’ features users who submit photos of their
poorly lit working and living environments. Cree then select a monthly winner who wins free
lighting. The microsite design shows how Cree are approaching this.
Despite being a B2B brand, the
site has none of the expected
corporate look and feel and just
looks like a fun place to hang
out, while being branded all the
time of course. Their Facebook
page became very active and
engaged, commenting and
Liking on posts. The photo
contest section on their site is a
great example of how they’ve
opened up the community and
are raising awareness of their
product to new audiences.
http://www.creeledrevolution.com/ https://www.facebook.com/CreeLEDRevolution

B2B Case: Ernst & Young – Facebook
Ernst & Young invested in a new method for recruitment, turning to Facebook with the
launch of their Ernst & Young Careers page. Facebook was the ideal platform for this, as the
recruitment initiative was primarily aimed at college students, who are arguably the most
proficient and active Facebook users. They’ve amassed an impressive 66.000 Likes on the
page since it was started. Attracting new employees through a platform that resonates with
them instead of trying to attract people to their website through a traditional ad campaign.

https://www.facebook.com/ernstandyoungcareers

B2B Case: SCANIA – Social Newsroom
SCANIA wanted to look at what they could offer their consumers in a branded online space.
Their social newsroom features original content focused within their industry. Different
types of content, including a blog and an embedded Flickr gallery, gives something to their
users that you wouldn’t normally expect from a company of their type or industry.

Based on how people are discovering content nowadays, by offering a completely social
experience.

http://www.scanianewsroom.com/

B2B Case: Accenture – Linkedin Group
Accenture focused on building out their LinkedIn group to run their recruitment campaign.

They focused initially on building up their company LinkedIn group to amass over 6.800
members in what became a very active community. This has grown to generate subgroups
which are represented by different specialists within Accenture. Their LinkedIn activity has
resulted in employments for the business.

http://www.linkedin.com/groups?about=&gid=2301607&trk=anet_ug_grppro

Some other presentations that might interest you :

1. The Power of Brand Advocates
http://www.slideshare.net/aslabinck/the-power-of-brand-advocates

2. Social Media in Practice
http://www.slideshare.net/aslabinck/social-media-in-practice-day-to-day-examples

3. Conversational Marketing: an Introduction
http://www.slideshare.net/aslabinck/conversational-marketing-an-introduction

4. Conversation manager: why you need one
http://www.slideshare.net/aslabinck/conversation-manager-why-you-need-one

www.twitter.com/LBi_Belgium

www.lbigroup.be

Let’s start the conversation…

Antony Slabinck LBi Belgium
antony.slabinck@lbigroup.be www.lbigroup.be
www.twitter.com/antonyslabinck www.twitter.com/LBi_Belgium

Social Media in B2B Marketing - SM Basics & Cases

Recomendados

Recomendados

Más contenido relacionado

La actualidad más candente

La actualidad más candente (17)

Similar a Social Media in B2B Marketing - SM Basics & Cases

Similar a Social Media in B2B Marketing - SM Basics & Cases (20)

Más de ✔ Antony Slabinck

Más de ✔ Antony Slabinck (20)

Último

Último (20)

Social Media in B2B Marketing - SM Basics & Cases