Building the Case for B2B Social Media
- 1. Building the Case for B2B Social MediaAppleExpoPresented by Humphrey Ho – Agile Dudes Inc.
- 2. Principal Social Media Strategist @ Agile Dudes IncClients:Social Media & Digital StrategyOnline Community ManagementBrand Eminence and MonitoringHumphrey HoCAPM | MBA | H.BSc.@itshumphreyAgiledudes.com/thoughts
- 3. Did you know?72%of Internet users are part of one social network – that’s 940 million users! (Insites Consulting)57%of US workers use social media once a week for business purposes (IDC State of Social Business 2009)18%increasein revenue for companies using social media6%decreasein revenue for companies NOT using social media(Eric Qualmann, 2009)33%of adults use social networks for professional purposes(Forrester Research – Conversations Get Onto the Ladder 2010) The Apple Reseller Summit and AppleExpo have a Twitter Account and Blog?Follow: @appleexpoHashtag: #appleexpoBlog: Appleexpo.ca/blog
- 4. The Way We CommunicateAll generations agree - the line between professional and personal life is blurringLexis Nexis Technology Gap Survey April 09
- 5. General Rules of B2B and Social MediaSocial media tools are just that...toolsIt’s all in the strategy and implementation of such tools. B2C and B2B tools are the same!B2B: Few customers drive majority of revenueEncourage client-vendor collaboration using SMB2B cost of acquisition 3-5x that of retentionUse SM to reduce costs of brand exposureTarget decision makers of prospective accounts
- 7. Notable companies and social mediaAmerican Red Cross - $5 million dollars for Haiti in less than 72 hoursFord – 2010 marketing budget = 25% on social mediaLenovo – Reduced call centre activity 20% with Lenovo Support CommunityVW – Launches VW GTI solelyusing social media EBay – Users of online community spend 54% moreBurger King’s Delete 10 Friends – investment = <$50,000 impressions = $32M , press/media value = $400,000Sources: Respective company news releases
- 8. Social Media Strategy – The Pre-List
- 9. Twitter TipsExpand Reach74 million Tweeple, 50 million tweetsUse as an outpost Re-tweet others that have similar content#hashtags!Setup a tweet scheduleIntegrate with other social media propertiesThought LeadershipIncrease WOM
- 10. Extend RelationshipsFacebook TipsExpand ReachReduce Marketing Spend400 million users, 30% activity about brandsUnderstand your fan baseFocus groups, surveying, technographicsRun incentive promotionsIntegrate into other web properties
- 11. LinkedIn TipsExpand Reach100 million members, 33% over 45Build Thought Leadership – Answer questions, post discussions, join groupsShare! Take advantage of LinkedIn WidgetsCross-promote your profile elsewhereHost “exclusive” content and seminarsThought LeadershipProfessional Communities
- 12. Social Media Tools At-A-GlanceBlogsCorporate, Individual, Public (Ulitzer)WikisProduct/Solution EnablingSocial NetworksLinkedin, Facebook, MySpaceMicrobloggingTwitter, FriendFeedForums/GroupsGoogle Groups, open knowledge sharingOnline VideoYouTube, blip.tv, VimeoFile Sharing / PodcastingScribd, SlideshareUser CommunityPrivate knowledge sharingBookmarkingDigg, Delicious, RedditWOM (Word of Mouth)
- 14. Relationship BuildingExtend RelationshipsTwo-way, real-time nature of social media enable highly personal brand experienceB2B executives can interact directly with prospects and customers
- 15. Expand your NetworkExpand ReachIdentify new business leads and partners who pull your contentMonitor online conversations, trending topicsUse social media as an outpost
- 16. Tap Professional CommunitiesBuild professional communities, or join an existing one!Share insights, answer questions, provide third-party referralsKnowledge-sharing...good place to build thought leadership!Professional Communities
- 17. Increase Third-Party InfluenceEncourage Word-of-Mouth feedbackBuild referral programs by providing a platform for interactionFind brand advocates and monitor positive endorsementsIncrease WOM
- 18. Provide Thought LeadershipLeverage multimedia channels to give expertiseGain exposure through exchanging knowledge with other professionalsRepurpose existing content for new social media platformsThought Leadership
- 19. Reduce Marketing SpendReduce Marketing SpendSafenet – $1 million in direct revenue from LinkedIn IT Security CommunityVocus - $500,000 revenueB2B support via @vocusLinkedIn participationLenovo – 20% reduction in call center activity using Lenovo CommunitySUN – 3000 employees blog about projects – Ranked #451 website
- 20. Things to Consider in Social Media (and how we can help...)Social Media MonitoringOnline Community ManagementSocial Media BootcampsPublic/Private Social NetworksSocial Ready WebsitesMobileMultimedia Channels Social Media Blueprint
- 21. Social Media Best PracticesUseful content – helpful and knowledgeableComment and replyKISS (Keep it Simple...)Linkback and Trackbacks to othersBe consistent – schedule updatesDevelop a Social Media PolicyHave a sustainable strategyMake sure you’re “social-ready”
- 22. Agile Dudes Inc.60 Adelaide Street EastToronto, Ontario M5C 3E4416-203-3380www.agiledudes.com @agiledudes agiledudes.com/thoughts