This document discusses the promise of social media for B2B marketers. It summarizes research showing that over 80% of B2B decision makers participate in social media channels like blogs, wikis, and social networks. The content accessed on these channels influences over half of their business purchase decisions. Additionally, over 70% of B2B marketers plan to increase their budgets for emerging online tactics like blogs, podcasts, and social networks. For B2B marketers to effectively utilize social media, they must foster online communities, provide value to customers, and engage prospects through customer evangelism.

1. {the promise of social media for business-to-business marketers}
is this thing on?
greg verdino
http://gregverdino.typepad.com

2. “social media describes the online
technologies and practices that people use to
share opinions, insights, experiences, and
perspectives with each other. Social media can
take many different forms, including text,
images, audio, and video. Popular social
mediums include blogs, message boards,
podcasts, wikis, and vlogs.”
{wikipedia.org}

3. {but the real point is}
the people

4. {when someone says social media, is this what you picture?}
it’s time to take a broader view

5. {by the numbers}

6. {b2b decision makers participate in social media}
according to a KnowledgeStorm study of b2b technology decision makers
Do you participate in any of the following social media channels?
90%
Video
80%
Blogs
yes
80%
Wikis
Social
69%
Networks
53%
Podcasts
For podcasts yes includes once/a few times/frequently responses; for all other
media yes includes monthly/weekly/daily responses
KnowledgeStorm / UniversalMcCann Emerging Media Series (July-Nov 2006)

7. {social media influence b2b purchase decisions}
Among those that participate in each social channel – does the content
they access influence their business-related purchase decisions?
57.3%
Video
53.6%
Blogs
yes
52.2%
Wikis
26.5%
Podcasts
KnowledgeStorm / UniversalMcCann Emerging Media Series (July-Nov 2006)

8. {b2b marketers are shifting spend}
according to a Forrester survey of b2b marketers
% of B2B Marketers Changing their
B2B Marketing Budget Allocation
B2B Marketing Budget Allocation
Budgeting Allocation on Emerging Channels
Trade show s 91%
Public relations 89%
Email 87%
Budget
73%
78%
Direct mail Increase
77%
Print advertising
Executive seminars and events 74%
73%
Sponsorship
72%
Webinars
No Change 25%
70%
Inside sales/telemarketing
62%
Online display ads (banners, pop-ups)
59%
Search marketing
37%
Emerging online tactics
28%
Rich media ads or Internet video
Budget
3%
Decrease
Outdoor media 24%
22%
TV advertising
20%
Radio
Emerging Online Tactics include Podcasts, RSS and Blogs The growth represents a change in the annual
marketing budget from 2005 to 2006
Forrester: “B2B Marketing Needs a Makeover – Now” (Aug 2006)

9. it’s time for b2b marketers to develop
their social media strategies
let’s get down to business

10. vscommunities of practice
communities of interest

11. {communities of interest}

12. {judson laipply: dancing fool or b2b marketing visionary?}

14. {communities of practice}

15. {b2b buyers see the value of business networking}
69% use social
networks “primarily for
business networking
and development”
and consistently cite
6 “best uses”
KnowledgeStorm / UniversalMcCann Emerging Media Series (July-Nov 2006)
Note: Study did not measure purchase influence of content accessed via social networks

22. social media
that isn’t social is just _media

23. {in other words}
a community of practice doesn’t need to
be a social network – but social media
does need to foster community

31. {social media is a commitment}
provide value
start the conversation
facilitate discussion
foster trust
repeat as necessary

33. {getting started}

34. {the principle of . . .}
Share
Your Blog
Expertise
Tap the
Wisdom of Wiki
Customers
what before how
Customers
Social
Helping
Network
Customers
Engage
Prospects
Podcast
Through
Customer
Evangelism

37. {questions answers}
greg verdino
http://gregverdino.typepad.com