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Applying social media to business marketing

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A presentation given to the second year marketing degree students at University of Derby on 24 February 2011, introducing them to social media and discussing how it can be used in business. Includes some interesting consumer and business to business examples and a ten step plan to creating a social media plan that will successfully support brand marketing.

Publicado en: Empresariales, Tecnología
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Applying social media to business marketing

  1. 1. Applying social media to business marketing Presentation to University of Derby 2 nd Year marketing students, Thursday 24 February 2011 Image: http://engravedword.com/wp-content/uploads/2010/06/social-networks-logos.jpg
  2. 2. Presentation overview <ul><li>Understanding the challenge of ‘now’ </li></ul><ul><li>What social media isn’t...and what it is </li></ul><ul><li>Why b2b marketers fail to make social media work </li></ul><ul><li>Case study examples to learn from </li></ul><ul><li>Ten best practice tips for business marketers </li></ul>
  3. 3. Me (in numbers) 15 years in sales & marketing 220 Blog posts on The Marketing Assassin over 2 years £5m Approx client billings 1999 – 2010 1422 Twitter following 334 Linkedin contacts 2010 When I became a CIM Chartered Marketer 160,000 Total approx blog readership 0 No of university lectures before today
  4. 4. Why listen to me? <ul><li>I’ve been sat where you’re sitting </li></ul><ul><li>You’ll soon be entering the world of work </li></ul><ul><li>You’ll probably work for a company that sells things to other companies </li></ul><ul><li>Old sales and marketing techniques now only work up to a point </li></ul><ul><li>You need to be able to compete </li></ul>
  5. 5. The challenge of ‘now’ <ul><li>Abundance of information and messages </li></ul><ul><li>Customers are always on, always connected </li></ul><ul><li>Distraction </li></ul><ul><li>Getting and securing attention is harder </li></ul><ul><li>Means reduced attention span </li></ul><ul><li>Permanent digital footprint </li></ul><ul><li>Good viral and bad viral! </li></ul>
  6. 6. What is social media? ‘ Websites you can use to interact with people around the world’. Microsoft ‘ A set of technologies and channels targeted at forming and enabling a potentially massive community of participants to productively collaborate’. Gartner ‘ A term used to describe the type of media that is based on conversation and interaction between people online’. A Kaplan
  7. 7. What social media isn’t...
  8. 9. What social media is A rise in conversation engagement sharing solving
  9. 10. <ul><li>Forums and message boards </li></ul><ul><li>Review and opinion sites </li></ul><ul><li>Social networks </li></ul><ul><li>Blogging </li></ul><ul><li>Micro blogging </li></ul><ul><li>Bookmarking </li></ul><ul><li>Media sharing </li></ul>Content, shared
  10. 11. <ul><li>The Best Job in the World </li></ul><ul><li>Global campaign promoting a dream job as caretaker on an Australian island </li></ul><ul><li>400,000 web visitors in 30 hours achieving the target for the year </li></ul><ul><li>1 million hits on the second day </li></ul><ul><li>34,684 applications from 200 countries </li></ul><ul><li>336,000 Facebook-referred Web site visits </li></ul><ul><li>3,170 @Queensland followers on Twitter </li></ul><ul><li>1,100 TV placements in two days in the U.S. alone </li></ul><ul><li>423,000 votes for favourite candidates </li></ul><ul><li>Estimated £49m worth of exposure (AEV) </li></ul>Consumer brands that nail it
  11. 12. <ul><li>BlendTec ‘Will it blend?’ </li></ul><ul><li>Domestic and commercial use blenders </li></ul><ul><li>Set up a YouTube channel and proceeded to blend anything incl. iPhones </li></ul><ul><li>YouTube channel stats: </li></ul><ul><ul><li>109 videos </li></ul></ul><ul><ul><li>151m views </li></ul></ul><ul><ul><li>359,000 subscribers </li></ul></ul><ul><li>61,000 fans on Facebook </li></ul><ul><li>5,600 followers on Twitter </li></ul><ul><li>Reported fivefold increase in sales as a result of long term campaign and exposure </li></ul>Consumer brands that nail it
  12. 13. Consumer brands that nail it <ul><li>Old Spice </li></ul><ul><li>71 year old fragrance company targeting men </li></ul><ul><li>Viral video approach utilising YouTube base with Facebook page, Twitter and a blog </li></ul><ul><li>YouTube channel stats: </li></ul><ul><ul><li>205 videos </li></ul></ul><ul><ul><li>192m views </li></ul></ul><ul><ul><li>237,000 subscribers </li></ul></ul><ul><li>1.2m fans on Facebook </li></ul><ul><li>122,000 followers on Twitter </li></ul><ul><li>More viral video views inside 24 hours than Barack Obama’s victory speech! </li></ul>
  13. 14. Why social media isn’t working as well for business Image: http://engravedword.com/wp-content/uploads/2010/06/social-networks-logos.jpg
  14. 15. <ul><ul><li>It’s social </li></ul></ul><ul><ul><li>Brands are broadcasting not engaging </li></ul></ul><ul><ul><li>Brands are broadcasting / engaging with the wrong people </li></ul></ul>Reasons for a B2b social media #fail
  15. 16. <ul><ul><li>Brands are not using the right tools </li></ul></ul><ul><ul><li>Brands compound this by not integrating the wrong tools </li></ul></ul><ul><li>Brands don’t engage with prospects in the right places </li></ul>Reasons for a B2b social media #fail
  16. 17. Social media and business http://www.realfresh.tv/wp-content/uploads/images/2010/10/social-media-logo.jpg Q: Isn’t it all just marketing?
  17. 18. Twin track social media strategies http://farm3.static.flickr.com/2755/4383040372_08aca02b4c_z.jpg
  18. 19. <ul><li>Long established source of IT vacancies, feeling the competition by 2008 </li></ul><ul><li>Needed to embrace tech marketing channels to position as expert and to reach cynical specialists. </li></ul><ul><li>Objectives: communicate with IT audience and drive web traffic </li></ul><ul><li>Created a blog and crack blog team to discuss industry issues not just recruitment in order to become the go to place for IT professionals </li></ul><ul><li>Agency used to manage the delivery of writing etc </li></ul><ul><li>Within a year reached 5,000 unique, regular IT specialists </li></ul><ul><li>Supported by Twitter, 3000+ followers </li></ul>Case: Adding value through blogging
  19. 20. <ul><li>Founded in 2004 offering low cost conference calls </li></ul><ul><ul><li>65% market share, 200,000 users, 5,000 calls a day </li></ul></ul><ul><li>Positioned as the next best solution to meetings, hit on the idea of using the time, cost and eco factors of international travel to push take up. </li></ul><ul><li>Boris Johnson advocating travel for business in Sept 2009, prompted response. BA and FlyBe campaigned against conference calls </li></ul><ul><li>FlyPowWowNow born from necessity </li></ul><ul><li>Objectives to drive traffic, raise awareness and stimulate trial = on a small budget </li></ul><ul><li>Three phase incl . 5,000 free ‘flights’ </li></ul><ul><li>Micro site, adv, PPC, email, blog, Twitter, Facebook </li></ul><ul><li>NB: Facebook 1,079 fans, Twitter 3,655 follows, YouTube 490,000 channel views (all video) </li></ul>Case: ‘Integrated’ lead gen campaign £45,000 in attributable sales
  20. 21. <ul><li>IT resellers are a crucial independent extension to the IBM sales force, selling and maintaining IBM products and services </li></ul><ul><li>Knowledgeable, all communication needs to be insightful and helpful – addressing trends like the cloud are key. Seen as a threat not opportunity </li></ul><ul><li>An online social chat room was created and resellers were invited to sessions led by senior IBM VPs and industry experts </li></ul><ul><li>IBM demonstrated thought leadership and engaged its core audience </li></ul><ul><li>Personalised emails sent after sessions, specific digital magazine created and talking head video content created to maintain interest </li></ul><ul><li>On average 123 people attended for 22 minutes a time </li></ul>Case: Building a community Jacqueline Davey VP Business Partner Organisation UKI, IBM  
  21. 23. <ul><li>To endure, social media for b2b marketers remains in providing useful and useable information to customers seeking business solutions (and who shop in a different way to consumers). </li></ul>1. Useful, usable information http://www.thesundaytimes.co.uk/sto/multimedia/dynamic/00116/Ipad23_116601k.jpg
  22. 24. <ul><li>Action: Understand what the issues are, the problems that need solving or the pain that needs taking away! </li></ul>
  23. 25. <ul><li>A priority is to have a PR programme in place. Social media done right is a finely balanced cocktail of original content and relationship management. No PR = no content to make a start with. </li></ul>2. PR program http://www.life.com/image/85863666
  24. 26. <ul><li>Action: Create a PR plan which can back into and online content marketing campaign. </li></ul>
  25. 27. <ul><li>Have an objective. Something tangible not just how many fans, followers, visitors – lets talk conversion metrics and funnels and look at downloads, email addresses, calls, visits, tenders, contract wins. </li></ul>3. SMART objectives http://www.comparestoreprices.co.uk/gift-ideas/rugby-conversion-challenge-tabletop-game.asp
  26. 28. <ul><li>Action: Set some digital marketing objectives that can be measured after a period of activity. </li></ul>
  27. 29. <ul><li>Know your audience. Profile them, and not just by company, turnover, or job title. If you’re seeking to engage them online, they need to be proficient and active themselves. </li></ul>4. Know your audience http://media.northjersey.com/images/300*168/MC_030910paterson.jpg
  28. 30. <ul><li>Action: Save yourself time by creating profiles and researching a wish list. </li></ul>http://www.catskillsnyrealestate.com/Want-More-Info-Catskill-Real-Estate.php
  29. 31. <ul><li>Know where your audience congregates and what they want. </li></ul>5. Watering holes http://www.richardhawleyforum.co.uk/viewtopic.php?t=12609&sid=cad65fcf13edb1e22061dc613ce33596
  30. 32. <ul><li>Action: Hit sector portals, trade associations and Linkedin groups! </li></ul>
  31. 33. <ul><li>Develop killer content. An existing PR campaign makes this so much easier. </li></ul>6. Killer content http://www.smallfuel.com/blog
  32. 34. <ul><li>Action: Review available content before creating any. Think about your audience (4) where they go and what they want (5) before creating it. </li></ul>http://blog.rubymediagroup.com/wp-content/uploads/2010/05/1228816_66729135.jpg
  33. 35. <ul><li>If you can’t develop, comment on – comment on industry blogs and news items, your hyperlinked response should garner some interest in you because of your thoughtful responses. </li></ul>7. Comment
  34. 36. <ul><li>Action: Set up a Google Reader account and add the ten most important web/blog sites to it. Check every day and add comments. </li></ul>
  35. 37. <ul><li>If you can’t comment, share – if you do nothing other than share, you will be paying it forward by driving traffic to other people’s content and building your profile as a facilitator for your industry, connecting them to each other. A high proportion of Twitter activity is retweeted. </li></ul>8. Share http://www.guardian.co.uk/media/pda/2008/apr/28/week
  36. 38. <ul><li>Action: Follow industry leaders and publishers on Twitter and share good content you find. </li></ul>http://aseriesman.blogspot.com/2010/12/monty-python-no-3-monty-pythons-life-of.html
  37. 39. <ul><li>If you can’t develop, share or comment, find someone else who can do it for you . </li></ul>9. Ask
  38. 40. <ul><li>Action: Outsourcing the curation and creation doesn’t mean giving over responsibility </li></ul>http://www.drchrisstephens.com/blog/category/responsibility/
  39. 41. <ul><li>Remember, people still buy people and the coldest, most demanding customer is still a person . </li></ul>10. Share
  40. 42. <ul><li>Action: Provide information to help customers. It’s the information age! </li></ul>http://www.petlifehampshire.co.uk/Portals/0/Silver_Information_Sign.jpg
  41. 43. <ul><li>Huge social media reach and choice </li></ul><ul><li>Information, as content, propels businesses forward online </li></ul><ul><li>To work, b2b social media needs </li></ul><ul><ul><li>An audience </li></ul></ul><ul><ul><li>Relevance </li></ul></ul><ul><ul><li>Enduring </li></ul></ul>Summary
  42. 44. <ul><li>Consider these books </li></ul><ul><ul><li>Inbound Marketing by Halligan B, & Shah, D </li></ul></ul><ul><ul><li>Socialnomics by Qualman, E </li></ul></ul><ul><ul><li>Social Media Metrics by Sterne, J </li></ul></ul><ul><li>Subscribe to these daily blogs </li></ul><ul><ul><li>http://www.socialmediaexaminer.com/ </li></ul></ul><ul><ul><li>http://mashable.com/ </li></ul></ul><ul><ul><li>http://econsultancy.com/uk </li></ul></ul><ul><ul><li>http://marketingassassin.wordpress.com/ (mine) </li></ul></ul>Further reading
  43. 45. Still need convincing...?
  44. 46. Thank you <ul><li>[email_address] </li></ul><ul><li>http://twitter.com/renepower </li></ul><ul><li>http://uk.linkedin.com/in/renefp </li></ul><ul><li>http://marketingassassin.wordpress.com </li></ul><ul><li>http://www.slideshare.net/renepower </li></ul><ul><li>www.bdb.co.uk </li></ul><ul><li>+44 161 925 4700 </li></ul><ul><li>http://twitter.com/bdbmarketing </li></ul><ul><li>www.bdbblog.co.uk </li></ul>@

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