For those in financial services who market primarily by wholesaling and B2B, the new mix of digital media can seem especially perplexing – how does a company profit from large-scale social media if its business is almost entirely along more direct B2B lines? Can more traditional means – such as e-mail marketing – still be profitable and, if so, how?

1. B2B and Wholesaling Digital Marketing Workshop

2. Agenda 1. About Us 2. The Challenges of B2B Digital Marketing 3. Part 1 - Content 4. Part 2 - Measurement 5. Part 3 – Channels 2

4. Services-oriented – financial, associations, regulatory, technical

5. Integrated: interactive, graphic design, PR, marketing Brains – trained with experience & theory Fresh eyes – insight & vision Hands-on – senior involvement Arms & legs – to get the job done fast 3 Hardworking creative & execution – not fluffy or funny

6. About You! 4

7. Challenges of B2B Marketing Requires longer lead times B2B products can require greater investment of money, knowledge and planning than B2C products – fewer targets, more complex decision-making In financial services Products are complex, client knowledge varies as do trust levels – building relationship to serve one-to-one 5

8. Challenges in B2B Digital Marketing 6 Businesses no longer have to go to your site to determine if they want to engage Online financial communications rules are changing The world is becoming more connected and, therefore, more easily distracted “You have 25 seconds of focus time to get your message across”

10. Captivate and engage your visitors to entice return visits

11. Add value to your reader:

12. Information

13. Perspective

15. Definition

17. The DO’s and DON’TS of Content 9 DON’T forget to ensure that your content is relevant and translates well for digital channels DOensure that your content can stand on its own, regardless of whether it lives on your website or on a mobile app A leading technology support service website. Original URL: http://www.ExpertSexChange.com

18. The DO’s and DON’TS of Content 10 DON’T post the same content across all digital channels DOrecycle your existing content wherever appropriate

19. 11 Social Media – Anatomy of a Tweet 91% of business buyers read blogs, view #videos and participate in social media according to @Forrester Research - http://bit.ly/B2BResearch

20. 12 Social Media – Anatomy of a Tweet 91% of business buyers read blogs, view #videos and participate in social media according to @Forrester Research - http://bit.ly/B2BResearch 1 The message

21. 13 Social Media – Anatomy of a Tweet 91% of business buyers read blogs, view #videos and participate in social media according to @Forrester Research - http://bit.ly/B2BResearch 2 URL 1 RC

22. 14 Social Media – Anatomy of a Tweet 91% of business buyers read blogs, view #videos and participate in social media according to @Forrester Research - http://bit.ly/B2BResearch 1 3 2 Twitter user

23. 15 Social Media – Anatomy of a Tweet 91% of business buyers read blogs, view #videos and participate in social media according to @Forrester Research - http://bit.ly/B2BResearch 1 4 3 2 RC Hashtag / Trend

25. Open rate

26. Comments

27. Pageviews

28. Followers

29. Subscribers

30. Postviews

31. Favourites

32. Diggs321

33. Measuring Success 17 Measuring success on the web is as simple as accessing your stats software and as difficult as not knowing what it all means!

34. Measuring Success Choose metrics that align with your business objectives: 18 Business ObjectiveMetrics To increase awareness Impressions Brand mentions/sentiment To generate sales leads Unique visitors Avg. time spent on site Bounce rate Sales Customer growth / loyalty Avg. time spent on site Referral traffic source

35. Break Time Come back in 15 minutes 19

36. Part 3: Channels 20 Which channels are right for your content and your business? Email Mobile Social Media Other The average ROI from email marketing is $57 per $1 spent1

37. Email 21 Essential tool in B2B marketing: Quick announcements Quarterly updates Disclosure Easiest and cheapest way to get a quick read on client engagement AND sales force performance Work it Your own list, but change it up Paid or rented lists

38. Outbound Email – Case Study Each quarter, Sionna Investment Management utilizes their outbound email to direct clients to their website and to private materials on semi-private pages. 22

39. Mobile 23 YOU MUST ensure your website works on a 3.5” screen Don’t boil the ocean Start and evolve Basic technology for mobile redirect is very accessible and not as complicated as you may think Applications – just because you can, doesn’t mean you should! Speed, data and need for mobile access are drivers

40. Social media cannot be ignored... ¾ of online traffic visits are to social networks and blogs 22% of online time is spent on social sites 77% of Facebook, LinkedIn and Twitter users have at least some college education Users aged 35+ are the fastest growing demographic on Facebook 41% of the Facebook population are over the age of 45 33% of Facebook users earn at least $75,000 a year 24

41. Common Questions... How do you get started with social media? How do you know when you’re successful with social media? How do I find value in social media? 25

42. Social Media - Quick Hits Wikipedia – good, but watch being too promotional Video content – YouTube makes it easy, but some have issues with the ‘ick’ factor LinkedIn – get your company profile updated and involve HR Secure your company call signs on big channels 26

43. Social Media – Two Corporate Approaches Direct – Tweeting, managing Facebook presence, active All in Leading position – greater upside Indirect – strong starting point for financial B2B Ensure your content is easily portable and PROMOTED to your sales channels for them to repurpose Just as much work, but a more secure starting point for cautious corporations Easier to withdraw from 27

44. Thank You! Christine Saunders Vice President Ragul Chari Interactive Communications Manager http://twitter.com/h2_central socialmedia@h2central.ca 36 Toronto Street, Suite 800 Toronto ON M5C 2C5 Tel: 416.862.2800 Fax: 416.862.2900 28