B2B Social Media Made Easy

B2B BUDGETS
HAVE TRADITIONALLY
BEEN FOCUSED ON

short term lead gen.

40%

OF B2B MARKETER’S BUDGETS IN 2011 WERE

SPENT ON TRADE SHOWS.

What this means:
NARROW AUDIENCE, NOT SCALABLE
1
LIMITED INFLUENCE IN THE ACTUAL
2 (NOT PERCEIVED) DECSION MAKING
PROCESS

NO LONG TERM ENGAGEMENT
3

Social
is
for
consumer
brands
-‐

WRONG

PERCENTAGE OF B2B MARKETERS WHO USE VARIOUS SOCIAL
MEDIA SITES TO DISTRIBUTE CONTENT

LINKEDIN 83%
71%
TWITER 80%
74%
FACEBOOK 80%
70%
YOUTUBE 61%
56%
GOOGLE + 39%
13%
PINTEREST 26%
N/A

SLIDESHARE
23%
20%
VIMEO 12%
N/A

FLICKR 10%
10%
STUMBLE UPON 10%
N/A

FOURSQUARE 8%
N/A

INSTAGRAM 7%
N/A

TUMBLR 7%
N/A

QUORA 6% 2012
N/A
2011
0 20 40 60 80 100

2013 B2B CONTENT MARKETING BENCHMARKS – NORTH AMERICA: CMI/MARKETINGPROFS

Think
your
sales
people
have
the
most

inﬂuence
on
your
customers?

WHAT INFLUENCES B2B PURCHASE DECISIONS

WOM 84%

SALESPERSON 60%
WEBSITES 59%
PRINT PUBLICATIONS 58%
VARS 55%
IN-PERSON EVENTS 45%
ANALYSTS 48%
SOCIAL MEDIA 46%
EMAIL 41%
WEB EVENTS 40%
INTERACTIVE MEDIA 30%
BLOGS 24%
SOURCE: FORRESTER RESEARCH

Your audiences are social
100%

90%
91%
80%

70%
70%
60%
59%
50% 55%
58% 48%
40% 43%
37%
30%

20% 24%
20%
10% 17%

0% 5%
CREATORS CRITICS COLLECTORS JOINERS SPEC TATORS INACTIVES

B2B BUYERS US ONLINE ADULTS
SOURCE: FORRESTER RESEARCH

And if they’re not, their
influencers are
CEO

INFLUENCER INFLUENCER INFLUENCER

SOCIAL

87%
OF B2B BUYERS ARE ACTIVELY
USING SUPPLIER-PRODUCED
CONTENT & SOCIAL MEDIA IN
ORDER TO SPEED UP THEIR
PURCHASING DECISIONS.

Lead Creation, Australia’s Social Media Presence 2012

93%
OF BUSINESS BUYERS BELIEVE ALL
COMPANIES SHOULD HAVE A
SOCIAL MEDIA PRESENCE. THE
INTERNET IS THE C-SUITE’S TOP
INFORMATION RESOURCE
(74% OF C-LEVEL EXECUTIVES SAY IT’S VERY VALUABLE)

53%
OF C-LEVEL EXECUTIVES SAID
THEY PREFER TO LOCATE
INFORMATION THEMSELVES

MOST DECISIONS
ARE MADE
Before a
customer even
Contacts you
(OR COMES TO YOUR TRADE SHOW)

78%
START THE BUYING PROCESS ON
THE WEB

Lead Creation, Australia’s Social Media Presence 2012

50%
TURN TO PEER REVIEWS AND
SOCIAL MEDIA

(74% OF C-LEVEL EXECUTIVES SAY IT’S VERY VALUABLE)

51%
DON’T CONTACT A SOLUTION
PROVIDER UNTIL AFTER
ESTABLISHING A LIST OF
PREFERRED VENDORS VIA ONLINE
RESEARCH

CROWDSOURCING:
GROWING ROLE OF SOCIAL

54%
FOLLOWED GROUP DISCUSSIONS
TO LEARN ABOUT A TOPIC

http://www.slideshare.net/G3Com/2012-b2b-buyer-behavior-survey-report

24%
CONNECTED WITH THOUGHT
LEADERS THROUGH SOCIAL
NETWORKS

22%
POSTED QUESTIONS ON SOCIAL
NETWORKING WEBSITES

SOCIAL CAN
INFLUENCE THE
DECISION MAKING
PROCESS

SOCIAL WORKS BECAUSE
RELATIONSHIPS
Social
works
because
relaBonships
are

ARE BETWEEN PEOPLE
between
people,
not
businesses

Not businesses

PERSON
B2B
P2p TO
PERSON

OK, I’M
CONVINCED

SHOW ME
HOW!

THE MEDIUM ISN’T THE MESSAGE
THE MESSAGE IS THE CONTENT

content explosion
THE content
explosion
is
upon
us

The
IS
UPON US

What will make your
Content stand out?
1 PERSONALITY
2 USEFULNESS
3 RELEVANCE
4 FORMAT

Plan, plan, plan
DEVELOP EDITORIAL CALENDARS
THAT ALIGN WITH YOUR OTHER
MARKETING ACTIVITY

CONTENT IS NO GOOD IN A
VACUUM
GIVE YOUR AUDIENCES THE
ABILITY TO
SHARE WITH THEIR
NETWORKS

3 LEAD GEN CAPTURE POINTS
INTEGRATE

Give and take.
WE GIVE YOU AMAZING
CONTENT.

YOU GIVE US YOUR EMAIL
ADDRESS, FOLLOW US OR
LIKE US

4 STAFF ACCOUNTABLE
MAKE YOUR

STOP GIVING RESPONSIBILITY FOR
SOCIAL TO THE PA AND ADMIN TEAM.
IDENTIFY
SOCIAL CHAMPIONS

GIVE THEM CONTROL, HELP THEM
SPREAD THEIR ENTHUSIASM.

PEOPLE LISTEN TO AUTHORITY. CEOS
WANT TO SPEAK TO CEOS.

PEOPLE WANT
LEADERSHIP (EVEN IN SOCIAL)

IDENTIFY SENIOR SOCIAL
CHAMPIONS. PROMOTE THEM.

INCREASE SPEND
ON SOCIAL AND CONTENT

DECREASE SPEND
ON SHORT TERM LEAD GEN ACTIVITIES

SENIOR EXECS DON’T HAVE TIME FOR
SOCIAL, BUT

THEIR STAFF DO.
TARGET THEM WITH

CONTENT THEY CAN
TAKE TO THE CEO.

WHERE DO YOUR AUDIENCES LIVE?

THINK CONTEXT
WHAT CONTENT IS APPROPRIATE FOR
WHICH CHANNEL?

YOUR WEBSITE
(AND MOBILE SITE) IS STILL VITALLY
IMPORTANT.

PROOF OF THE
PUDDING

3 EXAMPLES

IMAGE CREDITS

hEp://www.flickr.com/photos/thinkgeoenergy/ hEp://www.sxc.hu/photo/1095072

4554022774/
hEp://www.flickr.com/photos/mayoi/2725187070/

hEp://www.flickr.com/photos/seeminglee/3969199420/
hEp://www.flickr.com/photos/booleansplit/8482641188/

hEp://www.flickr.com/photos/jdhancock/6023780563/
hEp://www.flickr.com/photos/
hEp://www.flickr.com/photos/ajourneyroundmyskull/ 42931449@N07/6812481635/

5641424634/
hEp://www.flickr.com/photos/ben_grey/4582294721/

hEp://www.flickr.com/photos/benhosking/5076568979/
hEp://www.flickr.com/photos/evanblaser/5489246278/

hEp://www.flickr.com/photos/darwinbell/313220327/
hEp://www.flickr.com/photos/seier/2348583304/

hEp://www.flickr.com/photos/flatworldsedge/ hEp://www.sxc.hu/photo/314542

5204343926/
hEp://www.flickr.com/photos/foxypar4/913591946/

hEp://www.flickr.com/photos/x-‐ray_delta_one/ hEp://www.flickr.com/photos/proimos/4045973322/

4042346885/
hEp://www.flickr.com/photos/peasap/935756569/

hEp://www.flickr.com/photos/lyza/49545547/
hEp://www.flickr.com/photos/
hEp://www.flickr.com/photos/dyrkwyst/5319624060/
68751915@N05/6736170827/

hEp://www.sxc.hu/photo/1206728


hEp://www.flickr.com/photos/zigazou76/4482734462/ hEp://www.flickr.com/photos/nostri-‐imago/3137422976/

sizes/o/in/photostream/
hEp://www.flickr.com/photos/tanaka_juuyoh

6820481598/

hEp://www.flickr.com/photos/veryveryquiet/4231240019/
hEp://www.flickr.com/photos/walkingsf/6159680639/

hEp://www.flickr.com/photos/waltstoneburner/ hEp://www.flickr.com/photos/jdhancock/3574716051/

7946581522/

hEp://www.flickr.com/photos/gozalewis/3351035736/

hEp://www.flickr.com/photos/waltstoneburner/
7946581522/

B2B Social Media Made Easy

Recommandé

Recommandé

Contenu connexe

Similaire à B2B Social Media Made Easy

Similaire à B2B Social Media Made Easy (20)

B2B Social Media Made Easy