6 Reasons Why B2B Marketers Should Use Social Media
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This document outlines 6 reasons why B2B marketers should use social media. It argues that social media provides unmatched listening capabilities to understand audiences better. It also allows leveraging of existing digital content and building richer profiles of audiences. Further, B2B social engagement tends to be higher quality with clearer industry influencers. Social media moreover facilitates improved tracking of conversions. Finally, social advertising for B2B audiences is much more cost effective than traditional advertising.
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6 Reasons Why B2B Marketers Should Use Social Media
- 1. 6 Reasons Why B2B Marketers should use social media Presented by Mason Zimbler & Spredfast © 2012 Mason Zimbler
- 2. Introductions Jon Sander Jim Rudden Planner/Social Media Strategist CMO Mason Zimbler Spredfast Twitter: @thejonsander Twitter: @jimrudden Tweet #B2Bsocial with questions and comments © 2012 Mason Zimbler
- 3. Who is Mason Zimbler? • Technology Agency Arm of Harte-Hanks, Inc. • Extensive demand and lead generation experience • 6th largest direct marketing agency (AdAge) – Hundreds of dedicated digital team members, cross-discipline / geo • B2B marketing expertise – The Aberdeen Group, Mason Zimbler, Harte-Hanks Market Intelligence, Trillium Software, Information Arts, Postfuture © 2012 Mason Zimbler
- 4. Setting the Scene B2C B2B vs. © 2012 Mason Zimbler
- 5. In a Nutshell • Social media has quickly become one of the best ways to reach large audiences who are hungry for information and conversation. But is it the right fit for B2B marketers like yourselves? © 2012 Mason Zimbler
- 6. Yes. © 2012 Mason Zimbler
- 7. Top 6 Reasons Why B2B Marketers should use social media Unmatched Listening Leveraging existing digital content Build a social profile of your audience Quality over Quantity Increased ability to track conversions Cost effective © 2012 Mason Zimbler
- 8. Unmatched Listening A new social listening and/or analytics tool pops up every day! © 2012 Mason Zimbler
- 9. © 2012 Mason Zimbler
- 10. Broad Market Competitive Influencer • Who • Channels • Scoring • Channels • Content • Volume • Topics • Keywords • Keywords • Keywords • Formats • Channels • Volume • Influencers • Relationship • Trending • One way? Content Internal Metrics • Formats • Tools • KPIs • Velocity • Voices • Benchmarks • Topics • Cadence • Targets • Search • Funnel • Growth rate © 2012 Mason Zimbler
- 11. Leveraging existing digital content • Your existing digital assets are just sitting around waiting to take a social trip. • Be kind and send them! © 2012 Mason Zimbler
- 12. Widgets Infographics Whitepapers Analyst reports Assessment tools Interactive demos Photos Case studies Online game Customer videos Webinars Viral videos © 2012 Mason Zimbler
- 13. Build a social profile of your audience • Your audience is voluntarily telling you more about themselves = more insight into your target audience. Connect new Enhance current database data with CRM with richer data © 2012 Mason Zimbler
- 14. What you can General things learn through you know... social media data.... • Name • Company • Preferred social • Title networks • Email • Network size and • Telephone influence • Social “frequency” And you might • Personal Interests also know... • Brand affinity • Favorite topics to • Age discuss • Gender • “Real” title • HH income • And more! Your target audience © 2012 Mason Zimbler
- 15. Quality over Quantity • The B2B social media environment is completely different than B2C • Your social community may be smaller...but it’s higher quality and very targeted • B2B social communities are engaged and “opted- in” socially • Clearer picture of industry influencers in social © 2012 Mason Zimbler
- 16. B2C = High volume and high noise © 2012 Mason Zimbler
- 17. B2B = lower volume, mo re relevant © 2012 Mason Zimbler
- 18. Industry Influencers in Social Clear B2C • Who is a social influencer for McDonalds or Coca Cola? • How influential are they in a purchase decision? B2B • Industry thought leaders • Market analysts • Professionals/experts active in social media • Top online sources Fuzzy • Industry events and speakers Short-lived Long-lived © 2012 Mason Zimbler
- 19. Increased ability to track conversions • Prospect. Pipeline. MQL. SQL. Sale. • Conversion can be much clearer in B2B than B2C due to environment and what is being marketed • Social media is driving traffic to site/locations where lead conversions happen • You already have the tools in place, it just takes appropriate planning © 2012 Mason Zimbler
- 20. Tracking Social Conversions Email promotes social, webinar and and high value content on landing page Webinar promotes high value content on landing page and Social points to social high value content on landing page © 2012 Mason Zimbler
- 21. Cost effective • Social advertising to B2B audiences is 1/10 the cost of traditional advertisements • More bang for your buck because your audience is more targeted • Measurable R.O.I. © 2012 Mason Zimbler
- 22. More targeted audience © 2012 Mason Zimbler
- 23. Broader reach Tweets Retweeted by... 134K Retweet Audience! © 2012 Mason Zimbler
- 24. Review Unmatched Listening Leveraging existing digital content Build a social profile of your audience Quality over Quantity Increased ability to track conversions Cost effective © 2012 Mason Zimbler
- 25. Thank you for your time. © 2012 Mason Zimbler