An overview presentation of the use of Social Media in B2B Marketing by www.smokinggunpr.co.uk for Madhouse Associates Seminar #MHSem. Contains stats, setting objectives, creating strategy measurement, top tips and examples.

1. The myth of social media’s
irrelevance in the business to
business arena
#MHsem
Madhouse Associates Seminar
21 October 2010
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2. 10 seconds on us

3. What we’ll cover today
Is social media relevant for your business?
Setting strategy
How to make the most of Twitter
How to make the most of LinkedIn
How will you measure success?
Next steps for you
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4. Why bother?
Do you strive for:
greater share of voice in your industry
platform to show expertise 95% of new media
users believe
Another route to media relations
companies should
Reputation management have a presence
SEO - what does google say about you on Twitter
Brand loyalty
(Tealeaf&Cone)
Attract and retain customers and staff
Find business partners
Drive web traffic
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5. Social media is a waste
of time
36% of B2B execs surveyed said there was low
executive interest in social media in their
company, compared with 9% of B2C marketers
who said the same.
46% of B2B respondents said social media was
perceived as irrelevant to their company, while
only 12% of consumer-oriented marketers had
the same problem.
(emarketer.com)

6. Oh really...
More than half (53.5%) of marketers surveyed said they currently use
social media as part of their marketing strategy. This is up from
2009, when 45.0% of marketers said they used social media for
marketing. (btobonline.com)
86% of B2B companies using social v 82% of B2C (bizreport.com)
According to an eMarketer study, B2B online marketers focus on lead
generation (38%), retention (34%) and awareness (28%).
(emarketer.com)
The top applications for the use of social media for b2b marketers
are thought leadership (59.8%), lead generation (48.9%), customer
feedback (45.7%) and advertising on sites (34.7%). (btobonline.com)

8. It’s not an island
new research shows 70% of
US journalists use social
media to assist in their
reporting - up from 41% in 09
(journalistics.com)
B2B advertisers see cross-
media marketing as most
effective; 78% combine three
or more major marketing
methods. (outsellinc.com)

9. Creating your content and
sparking conversations
listening
Your stories/
thoughts/ Microsite news page / your blog
insights/
products Social media: social book
Twitter/Linkedin - text marking:
Tubemogul - video Digg etc
Consumer Flickr - images
Trade media:
media local
regional
national Supplier & partner
on and offline websites / blogs

11. Strategy
Whats your business objectives?
How does your marketing and comms plan
support this?
How do you want SM to integrate?
Think beyond marketing
formulate
strategy
customer service
sales
Secure exec buy in
Create your social media policy
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12. Who will own it?
60% of B2B firms have no staff
dedicated to social media compared
with 54% of B2C players
(bizreport)

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14. Use a social media
dashboard to control,
collaborate and listen

15. Twitter’s for celebrities
Wrong!
Editors & writers from the FT, Building magazine, EN
magazine, NW Businesses Insider, Thebusinessdesk.com, MEN
business, The Architect's Journal, Building Design, New Civil
Engineer and Construction News, PCmag.com
Quality NOt quantity
Deeper, more meaningful relations
Drive web/blog visits
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16. All ears (as well as eyes
and mobiles)
Listen and you will find reward!
People share links to research/blog posts/podcasts etc
Use Twitter search to find relevant people
Attending a conference/exhibition - chances are there
will be a # tag (official or otherwise) so join in the
action remotely

17. Twitter feed
drives trade
media
coverage

18. Monitoring
Twitter
creates sales
conversations
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19. Monitoring
Twitter and
responding to
customer
service issues

20. 20

21. 20

22. Why use it?
open doors for new business
avoid email fatigue
SEO benefit
increase company profile
enhance reputation
conduct research
position yourselves as thought leaders
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23. What’s new?
enhanced inbox inc ability to delete and
carry out bulk actions
start discussions in Groups
receive email updates from your Groups
see the ‘top influencers’ in each group
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24. Do the basics
your profile is highly visible on Google
complete your profile
use the same key words you optimise your site for
have a credible business like picture
personalise your URL (edit public settings)
give recommendations
seek recommendations
create a company profile
remember - people on there WANT TO CONNECT
make your updates relevant to your potential clients
Add to your smart phone
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25. 10 top tips
1. join relevant groups & 6. check who’s following the
discussions company profile/your profile
regularly
2. enhance SEO by editing web
links in ‘Other’ section (NB 7. Look up clients before pitches
Public profile setting on Full) or making new business calls
- get the inside track
3. give information /expertise
freely 8. add apps ie presentations via
Slideshare (B2B specifically)
4. run searches by job title -
connect 9. check your connections own
connections
5. control what, if anything,
others see when you view 10.check your rivals connections
their profile
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34. advertising

35. The rules
network online as you would offline
be genuine
don’t sell
be helpful
follow up with connections
do whatever you promise to do
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36. Measuring success
34% of B2B marketers said they were not
measuring social success at all versus just 10%
of B2C respondents.
Set KPI’s v objectives like any other medium
Online data is highly measurable and
accountable
Think beyond value - reach, tone,
engagement, quality, followers, retweets, @
conversations, number of recommendations
etc

37. Use listening tools
to help you
evaluate

38. Next steps
review your business try -don’t be afraid of
objectives and how SM can making mistakes or asking
help you achieve them for help
consider what you’re share your learnings with
already doing and what colleagues
more you could do
post a comment/feedback
set objectives, timescales on Twitter using #MHsem -
and budgets (even just time one will be chosen at
allowance) random to win
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39. Where can I learn
more?
http://learn.linkedin.com
http://mashable.com
http://econsultancy.com
http://socialmediab2b.com

40. Evidence based communications
Multi-award winning PR
consultants
Contact:
Rick Guttridge
0161 839 1986
07887 942 926
hello@smokinggunpr.co.uk
twitter.com/smokinggunpr
www.smokinggunpr.co.uk
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