Seminar Anthony Slabinck voor Erik Van Vooren DM Institute

1. Dank aan onze Support Partners

2. Social Media in B2B Marketing
Ghent - 14 June 2011

3. 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

10. People 2.0 are “interconnected”
The average “interconnected” consumer has +150 followers

11. Only 14% trust …
online ads

12. >85% trust …
Word of Mouth

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

14. Consumer 2.0
• emotional buyers
• interconnected
• World of Media
• >66% penetration (+ High
expectations with rise of mobile)

15. You can’t solve
problems of today

16. with the answers
of yesterday

17. 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?

18. Who says so?

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

20. The Changing Consumer

21. The Changing Business

22. The Changing Agency

23. The changing media landscape

24. The changing media landscape

25. A global marketing and
technology agency, blending
insight, creativity and
technology to create
business value.

26. Digital Mastery

27. Digital journey

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

29. That‟s why we built one company

30. ItWevery difficult to achievethe blend
is think the answer is in

31. Strong global footprint

32. Building

33. Believable

34. Brands

35. The Ongoing dialogue
Forget “The Big Idea” approach!
Go for an ongoing dialogue…
1. Listen
2. Dialogue
3. Engage
4. Empower

36. So … what‘s
Social Media?

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

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

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

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

41. Application categories?
1. Categorization is difficult => Many overlapping characteristics
2. Possible categorization is current used typology:
3. Business versus Personal

42. RSS Podcast
Microblogs Vodcast
Social networks Widgets
Blogs Mobile
Wiki „s Augmented Reality
Social Bookmarking …
Virtual Worlds
I couldn‟t care less!

43. This is NOT about
media nor about
technology!

44. Social Technographics (Forrester)
Consumers participate monthly in at least one of the indicated activites:
Creators
(24%)
Conversationalists Inactives
(17%)
(33%)
Critics Spectators
(70%)
(37%)
Collectors Joiners
(20%) (59%)
Introducing The New Social Technographics (Jan 15, 2010 - Forrester)

45. Threats
 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!

46. Opportunities
 Market research – Authentic Customer Insights
 Customer Support
 Contextual marketing / Social CRM
 Brand Advocates & Brand Ambassadors
 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, …)

47. Is Social Media
a Fad or Hype?

48. Is Social Media a Fad or Hype?
 Are “People” a Fad or Hype?
 Is being “Interconnected” a Fad or Hype?
 Are their “Conversations” a Fad or Hype?
Or is it the biggest change since the Industrial Revolution?

50. Put your
customers first!

51. Engage customers on their terms

52. Yes you can …
solve problems of today
with the answers
of yesterday TODAY

53. First of all, we have to
understand the basics of:
• Social Communities
• Brand Advocates
• When Social Meets Mobile
• Location Based Services
• Contextual Marketing

54. 5. Social Communities

56. How do communities get started?
1. You need a fool to start , he needs the guts to stand alone and look ridicolous
2. Must be easy to follow
3. First follower transforms the fool into a leader
4. Leader shows how to follow
5. It’s now about them
6. Second follower changes two nuts into a crowd
7. New followers need to see the followers as they want to emulate them
8. A movement is started!
9. It’s no longer risky to join the movement
10. Those who didn’t join became the fools

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

58. Pick up user generated stories
Enhance them

59. Case: Mentos - Enlarged story
Checklist OFFER:
 Fun Experience
• MentosAdded Value
 invested $28.000,- (*)
 Collaboration
• More than 5 M people
 Participation
watched video in 1st month
 Dialogue/Tool
• Estimated value for this
„campaign‟: $ 10BE:
Checklist million
 Authentic
 Relevant
 Positive
(*) Annual marketing budget of
 20 million,
Mentos: $Honest
 Trustworthy
http://www.youtube.com/watch?v=hKoB0MHVBvM

60. Case: KMDA - Kai Mook Antwerp Zoo
Checklist OFFER:
 Fun Experience
 Added Value
 Collaboration
 Participation
 Dialogue/Tool
Checklist BE:
 Authentic
 8.500 name suggestions  Relevant
 41.000 registrations for updates,  Positive
 850.000 unique visitors on baby-elephant.be,  Honest
 massive local and international press attention, Trustworthy
 560.000 people watched the birth online,
 1.2 million site visits in the birth weekend,
 5.000 people signed the online birth register,
 22.000 blog comments in the birth weekend.
 300.000 visitors (200.000 paying visitors) more than in 2008.

61. 6. Brand Advocates
Basics

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

63. 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)

64. 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!

65. Case: Coca-Cola - Happiness Ambassadors
The campaign “Expedition 206” sent three 20-somethings (selected social
media influential's!) to 206 countries and territories where Coca-Cola is
sold in 2010, stocked with laptops, video cameras, smart phones and
plenty of other gadgetry, in order to document for the masses their
search for happiness.
http://www.expedition206.com

66. 53 percent of advocates
(vs 33 percent for consumers) want to
be recognized as an
individual.
Deloitte study

67. Support their creative conversation

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

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

73. Do you react to negative comments?*
*Source: 2008 WebKnow Study, Cologne University

74. Case: 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.

75. Toyota 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/

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

77. 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)

78. Customers as Brand Advocates
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)

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

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

82. 7. When Social
meets Mobile

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

84. Mobile app for Smirnoff
bit.ly/smirnoffapp
Checklist OFFER:
 Fun Experience
 Added Value
 Collaboration
 Participation
 Dialogue/Tool
Checklist BE:
 Authentic
 Relevant
 Positive
 Honest
 Trustworthy

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

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

88. Case – Starbucks: Mayor discounts & Barista badge
Checklist OFFER:
 Fun Experience
 Added Value
 Collaboration
 Participation
 Dialogue/Tool
Checklist BE:
 Authentic
 Relevant
€  Positive
Starbucks
 Honest
Barista badge
 Trustworthy

89. 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, ...)
€

90. 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

93. Case: The Coca Cola Village
Checklist OFFER:
 Fun Experience
 Added Value
 Collaboration
 Participation
 Dialogue/Tool
Checklist BE:
 Authentic
 Relevant
 Positive
 Honest
 Trustworthy

94. 9. Contextual
Marketing

95. Case 8/Meet the VOLKSWAGENS
First steps into Contextual Marketing
(Analyzing my personal Tweets)

96. First steps into Contextual Marketing
(Authorization to Analyze my Facebook profile)

97. First steps into Contextual Marketing
(Analyzing my personal Facebook profile)

98. Checklist OFFER:
 Fun Experience
 Added Value
 Collaboration
 Participation
 Dialogue
Checklist BE:
 Authentic
 Relevant
 Positive
 Honest
 Trustworthy
Great! They found me an Economical & Tech-savvy car...
Contextual Marketing : Agreed! It’s still experimental …
But ... just imagine the possibilities!

99. 10. Let’s get started
right now!

100. 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

101. Case: Starbucks Idea - Innovate
Checklist OFFER:
 Fun Experience
 Added Value
 Collaboration
 Participation
 Dialogue
Checklist BE:
 Authentic
 Relevant
 Positive
 Honest
 Trustworthy
http://www.youtube.com/watch?v=CwYxuV2dVzw
http://mystarbucksidea.force.com/ideaHome

104. 10 Social Media Guidelines (Phase1:Basic)
1. Start with social media in a very early stage (Listen)
2. Locate your target groups
3. Locate the SM believers within your company (employees)
4. Locate the Brand Ambassadors (employees)
5. Locate Brand Advocates (Consumers)
6. Get support/buy-in from management
7. Check your organisation & processes (SM Guidelines)
8. Define your marketing objective + KPI’s (Awareness, Fidelisation, ...)
9. Set up more professional Monitoring of your MicroSegments
10. Allocate time, resources and budget

105. Start early!
So you can …
fail sooner

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

107. 10 Social Media Guidelines (Phase2:Advanced)
Once you are ready to ENGAGE & EMPOWER
1. Analyse your listening & monitoring results
2. Build a strategy & roadmap based on the objective/microsegment
3. Build a presence on the main application of your targetgroup
4. Pick up user generated stories
5. Create Added Value content, applications or widgets
6. Boost these stories through communities & networks
7. Empower Brand Ambassadors (Employees)
8. Empower Brand Advocates (Consumers)
9. Consistent 360 degrees presence (Perfect Media Mix)
10. It‟s not about you, it’s about them!

108. Monitoring
Measuring the Impact

109. 1. Listen
Microblogging
• Many free tools
•Aggregate brand mentions in open
content sources, e.g. Blogs
• Blogs and forums
• Tweets
• News feeds
• Requires time, resources and Aggregators
patience, due to the manual
work
associated to it

110. http://www.socialmention.com

111. Monitor
& Find Common Ground

112. 2. 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

113. Measuring Influence
Influence
Awareness
Seed and monitor content on influential destinations
Engagement

114. Measuring Awareness
Calculate reach and click-through performance for
each source using a combination of tools
Influence
Awareness
Engagement
Example: Facebook Insights

115. Measuring Engagement
Leverage existing campaign analysis capabilities
Influence
Awareness
Engagement

116. Set up a Dashboard (1/2)

117. Case: Cirque du Soleil – Getting insights
1. To promote their 2009 summer campaign, Cirque du Soleil fully relied
on social media. Checklist OFFER:
2. They listened to their community and used the learned Experience
 Fun insights to
build excitement for future shows.  Added Value
 Collaboration
3. Fans and followers were given exclusive content and special discounts.
 Participation
 Dialogue
Checklist BE:
 Authentic
 Relevant
 Positive
 Honest
 Trustworthy

118. Set up a Dashboard (2/2)

119. 3. 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
• Adapt your roadmap
Back

121. Some other presentations that might interest you :
1. The Power of Brand Advocates
http://www.slideshare.net/aslabinck/the-power-of-brand-advocates
2. Social Media in Practice
http://www.slideshare.net/aslabinck/social-media-in-practice-day-to-day-examples
3. Conversational Marketing: an Introduction
http://www.slideshare.net/aslabinck/conversational-marketing-an-introduction
4. Conversation manager: why you need one
http://www.slideshare.net/aslabinck/conversation-manager-why-you-need-one
www.twitter.com/LBi_Belgium
www.lbigroup.be

122. It’s up to you to
judge if this
presentation was ...

123. Authentic

124. Relevant

125. Positive

126. Honest

127. Trustworthy

128. But I certainly
hope that you
appreciated ...

129. Dialogue

130. Sharing

131. Partipation

132. And that it
brought to you
...

133. Added Value

134. & Fun

135. Marketing is alive!

136. Let’s start the conversation…
Antony Slabinck LBi Belgium
antony.slabinck@lbigroup.be www.lbigroup.be
www.twitter.com/antonyslabinck www.twitter.com/LBi_Belgium

137. Backup slides - B2B cases
(often protected extranets or not always visually inspiring)

138. B2B 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/

139. B2B 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

140. B2B 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

141. B2B 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

142. B2B 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/

143. B2B 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