seminar with Antony Slabinck, at DM Insititute www.dminstitute.bbe

1. Dank aan onze Support Partners

2. Social Media in
B2B Marketing
Ghent – 24 April 2012

3. 1. Marketing is Dead

4. People
are fed up with
unwanted &
irrelevant
interruptions…

5. Marketing 1.0 – Consumer 1.0
• efficient
• predictable
• motivated by the best deals
• mostly rational in buying decisions

6. Those were the Days…

7. Today’s consumer
has changed

8. 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

9. People 2.0 are “interconnected”
he average “interconnected” consumer has +150 followers

10. Only 14% trust …
online ads

11. >85% trust …
Word of Mouth

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

13. Consumer 2.0
• Emotional buyers
• Interconnected
• World of Media
• >82% penetration
• Rise of mobile

14. You can’t solve
problems of today

15. with the answers
of yesterday

16. 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?

17. 2. Who says so?

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

19. The Changing Consumer

20. The Changing Business

21. The Changing Agency

22. The changing media landscape

23. The changing media landscape

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

25. It is very difficult to achieve
The answer is in the blend

26. That’s why we built one company

27. Strong global footprint

28. Building
Believable
Brands

29. 3. So … what‘s
Social Media?

30. Social Media is…
• Interconnected People
• having Conversations
• using all available Media
=> a shift in how people discover, read and share News & Information

31. Social media is just like real life!
But with larger networks, 24/24, archived > 2

32. It no longer matters what YOU say!
Today, your brand will be determined by:
what you do
who you are
and what THEY say!

33. ocial Media Tools
RSS
Microblogs
Social networks
Blogs
Wiki ‘s
Social Bookmarking
Virtual Worlds
Podcast
Vodcast
Widgets
Mobile
Augmented Reality
…

34. RSS Podcast
Microblogs Vodcast
Social networks Widgets
Blogs Mobile
Wiki ‘s Augmented Reality
Social Bookmarking …
Virtual Worlds
I couldn’t care less!

35. This is NOT about
media nor about
technology!

36. It’s all about:
•People being interconnected
•having Conversations
•using all available Media

37. Key Principles to live by…
1. Get connected. You will not fully grasp the potential if you are not
connected.
2. Think like your customers (and their customers). Get to know them
and their agenda. Interact with them. Leverage your influencers.
3. Strategy first, then technology. Don’t make Social a business
priority. Make it an enabler of your existing business priorities.
4. Get comfortable with change. It’s the new constant. Don’t be afraid
to be an early adopter (or at least a fast follower).
5. Watch. Listen. Learn. Interact. Repeat. Commit to ongoing learning,
interaction and conversations with your customers.

38. hreats
 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!

39. pportunities
 Market research – Authentic Customer Insights
 Customer Support
 Contextual marketing / Social CRM
 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, …)

40. Put your
customers first!

41. Engage customers on their terms

42. You have to understand the basics of:
3.Social Communities
4.Brand Advocates
5.When Social Meets Mobile
6.Location Based Services

43. 4. Social Communities

44. How do communities get started?

45. How do communities get started?
ou need a fool to start , he needs the guts to stand alone and look ridicolous
ust be easy to follow
irst follower transforms the fool into a leader
eader shows how to follow
t’s now about them
econd follower changes two nuts into a crowd
ew followers need to see the followers as they want to emulate them
movement is started!

46. Your Checklist for a succesfull case:
Fun experience
You should offer: Added Value
Participation
Collaboration/Sharing
Dialogue/Tool
Authentic
You should be: Relevant
Positive
Honest
Trustworthy

47. Pick up user generated stories
Enhance them

48. 5. Brand Advocates
Basics

49. What’s a Brand Advocate?
customer…
who has an outspoken positive perception of a brand
who will talk favorably about a brand to their friends
hey have help generate brand awareness
who can always been there …
UT never influence purchase intentions
who can had much chance to be heard.
DIGITAL is their tool

50. 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)

51. 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!

52. 53 percent of advocates
(vs 33 percent for consumers) want to
be recognized as an
individual.
Deloitte study

53. Support their creative conversation

54. Help!
We have a disaster on
our hands!

55. Do brands monitor their reputation today?*
*Source: 2008 WebKnow Study, Cologne University

56. Case: Kryptonite - Consumer in control
http://www.youtube.com/watch?v=t8XxcOj3Seo

57. Case: Kryptonite - Consumer in control

58. ase: 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.

59. oyota 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/

60. Ooops ...
We forgot to talk about your most valuable
brand influencers
… as many companies tend to forget.
Big mistake, sorry!

61. 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)

62. 6. Brand
Ambassadors

63. Brand Advocates & Brand Ambassadors
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)

64. Case Best Buy - Twelpforce
Checklist OFFER:
 Fun Experience
 Added Value
 Collaboration
 Participation
 Dialogue/Tool
Checklist BE:
 Authentic
 Relevant
 Positive
 Honest
 Trustworthy

65. Case: Twelpforce (Best Buy)

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

67. 7. When Social
meets Mobile

68. What is makes Mobile so special?
QUESTION: Can you please show your mobile?
2. Mobile is personal
3. Mobile is always carried – the world in my pocket
4. Mobile is always on
5. Mobile has a built in payment mechanism
6. Mobile is there at the point of creative impulse (instant)

69. What’s the sum of Social + Mobile + Loyalty?
Loyalty
€
Social Mobile

70. 8. Location Based
Marketing
It’s all about
relevance

71. 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, ...)
€

72. Case Thomas Cook – Location Based Service
• World Travel Conference
• 2000 attendees
Checklist OFFER:
 Fun Experience
• How to interact with Added Value
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

74. 9. Some B2B cases

75. 2B 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, Twitter 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/

76. 2B 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

77. B2B Case: CISCO – ASR900
http://www.youtube.com/watch?v=90W5hWsYV3Q&feauture=player_embedded

78. 2B 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

79. 2B 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

80. B2B Case: IBM – The Art of Sale
http://www.youtube.com/watch?v=90W5hWsYV3Q&feauture=player_embedded

81. 2B 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/

82. 2B 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

83. 10. And now it’s
time you start
building your case!

84. Start early!
So you can …
fail sooner

85. 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

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

87. Prepare for engagement (Part 1/3)
• Where are your target groups (Listen)?
4. Do we have Social Media believers within our company?
• Can we group the Brand Ambassadors (employees)

88. Prepare for engagement (Part 2/3)
• Can we locate Brand Advocates (Consumers)
• Can we get support & buy-in from management
• Is our organisation & processes ready?(SM Guidelines)

89. Prepare for engagement (Part 3/3)
• Define your marketing objective + KPI’s (Awareness, Fidelisation, ...)
• Set up more professional Monitoring of your MicroSegments
• Allocate time, resources and budget

90. onitoring

91. isten
M ic r o b lo g g in g
• Many free tools
•Aggregate brand mentions in open
content sources, e.g. B lo g s
• Blogs and forums
• Tweets
• News feeds
• Requires time, resources and A g g re g a to rs
patience, due to the manual
work
associated to it

92. http://www.socialmention.com

93. Monitor
& Find Common Ground

94. . 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

95. . 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 Back
• Adapt your roadmap

97. Engage & Empower (Part 1/3)
• Analyse your listening & monitoring results
• Build a strategy & roadmap based on the objective/microsegment
• Build a presence on the main application of your targetgroup

98. Engage & Empower (Part 2/3)
• Pick up user generated stories
• Create Added Value content, applications or widgets
• Boost these stories through communities & networks

99. Engage & Empower (Part 3/3)
• Empower Brand Ambassadors (Employees)
• Empower Brand Advocates (Consumers)
• Consistent 360 degrees presence (Perfect Media Mix)

101. Marketing is alive!

102. 10 Social Media Guidelines (Phase1: Basic)
• Start with social media in a very early stage (Listen)
• Locate your target groups
• Locate the SM believers within your company (employees)
• Group the Brand Ambassadors (employees)
• Locate Brand Advocates (Consumers)
• Get support/buy-in from management
• Check your organisation & processes (SM Guidelines)
• Define your marketing objective + KPI’s (Awareness, Fidelisation, ...)
• Set up more professional Monitoring of your MicroSegments
• Allocate time, resources and budget

103. 10 Social Media Guidelines (Phase2: Advanced)
Once you are ready to ENGAGE & EMPOWER
• Analyse your listening & monitoring results
• Build a strategy & roadmap based on the objective/microsegment
• Build a presence on the main application of your targetgroup
• Pick up user generated stories
• Create Added Value content, applications or widgets
• Boost these stories through communities & networks
• Empower Brand Ambassadors (Employees)
• Empower Brand Advocates (Consumers)
• Consistent 360 degrees presence (Perfect Media Mix)
• It’s not about you, it’s about them!

104. Thanks for the ride. Let’s hit the road now…
Antony Slabinck LBi Belgium
antony.slabinck@lbigroup.be www.lbigroup.be
http://be.linkedin.com/in/antonyslabinck www.twitter.com/LBi_Belgium