B2B marketers are increasingly turning to social media for marketing purposes. The webinar discussed how B2B marketers are using sites like LinkedIn, Facebook, Twitter, blogs and forums to build their brands, generate leads, and establish themselves as thought leaders. While social media is still developing for B2B companies, case studies on companies like Intel, Cisco, AT&T and Constant Contact provided examples of effective social media strategies for generating engagement, demonstrating products, and increasing sales. The webinar concluded by noting that B2B social media is still in its early stages and will continue evolving as more marketers integrate it into their overall marketing strategies.

1. M A Y 1 7, 2 0 1 2
How & Why B2B
Marketers are Turning
to Social Media
Kimberly Maul Sponsored by:
©2012 eMarketer Inc.

2. Webinar Agenda
 The role of social media in B2B marketing. How
has B2B social media evolved and how are marketers
leveraging various sites today?
 The goals of social media marketing. Why do
B2B marketers turn to social?
 Challenges and future of B2B social media.
What should marketers focus on going forward?
 Case studies and examples. What can B2B
marketers learn from companies such as Intel, Cisco and
AT&T about how to effectively use social media?
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3. How B2B Marketers
Are Using Social
Media
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4. A solid majority of B2B companies use
social media to promote their brands
©2012 eMarketer Inc.

5. And in most
B2B
companies,
social
media falls
under
marketing
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6. B2B decision-makers are also using
social media, and in a variety of formats
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7. B2B marketers are realizing this and
adopting social media in response
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8. Social media is an opportunity for B2B
companies
“Prospects are coming to the
company much later. They’re doing
research before they ever contact the
company. For social media, if you can
help that process and make sure that
your prospects have the right
information, you’re much better off.”
—Jeffrey Cohen, social strategist at Radian6
and co-author of “The B2B Social Media Book”
Image: Courtesy of Jeffrey Cohen
©2012 eMarketer Inc.

9. Online communities paved the way for
B2Bs to use third-party social sites
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10. B2B companies are starting to use a
variety of social networks
Facebook
Google+ Yo
uT
ub
e
LinkedIn Twitter
Image: Kookkai_nak / FreeDigitalPhotos.net
©2012 eMarketer Inc.

11. B2B
marketers
are willing
to lean on
multiple
sites—not
just focus
on Facebook
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12. B2B marketers are also using blogs and
Google+ more than their B2C counterparts
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13. One reason why LinkedIn is popular is
that it has proven effective for B2Bs
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14. It also had a higher visit-to-lead ratio for
HubSpot customers
4x
6.6x
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15. Yet there are still varying viewpoints on
the value of social for B2B firms
“Don't think just about Facebook,
LinkedIn or Twitter. Rather, think
much higher up the chain, about
less sexy but more industry-specific “Right now social
channels like forums, bulletin actually ranks
boards and industry-specific lowest in how our
networking sites and blogs.” customers get
purchasing
information.”
Janet Roberts, CMO at
Jared Gruner, director of
telecommunications technology
integrated strategy and planning
company Syniverse Technologies,
at Ogilvy Los Angeles, in BtoB
in BtoB Magazine, March 2012
Magazine, March 2012
©2012 eMarketer Inc.

16. Lesser-
hyped tools
like blogs
are still
valuable for
B2B
marketers
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17. Best-in-class
B2B
companies
leverage
several
social media
marketing
technologies
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18. Lead Generation and
Other Goals for Social
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19. Lead generation is a major focus of B2B
marketing efforts
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20. More B2B marketers are turning to social
as a tool for lead generation
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21. However,
email is still
considered
a more
effective
lead
generation
tactic than
social media
©2012 eMarketer Inc.

22. What other ways can social media
impact a B2B company?
Build the brand’s reputation online
As decision-makers turn
to social media earlier
and more frequently in
the research process,
B2B businesses would
be wise to have a
presence there.
Image: Naypong / FreeDigitalPhotos.net
©2012 eMarketer Inc.

23. What other ways can social media
impact a B2B company?
Expand customer relationships: Social media has
allowed consumers to connect with their friends and family
in new ways, and it does the same for business users and
their clients.
Thought leadership and
education: B2B companies
can leverage social media
platforms to help them be
perceived as thought leaders.
Image: basketman / FreeDigitalPhotos.net
©2012 eMarketer Inc.

24. So many General
Awareness
elements of
social media Prospects
marketing Current
Clients
are
connected Expertise
and move
Reputation
toward lead Thought
generation Leadership
Lead Generation
and Sales
Image: Sujin Jetkasettakorn / FreeDigitalPhotos.net
©2012 eMarketer Inc.

25. Building relationships and awareness
can turn into conversions
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26. Marketers see value in social for thought
leadership and customer relationships
“Every time I talk to B2B folks, thought
leadership is an area of opportunity that
they don’t think about, so we put a lot of
emphasis there.” —Trish Nettleship, social
media lead for business marketing at AT&T
“We see the value that social media can
play in terms of buying decisions and
influencing people, particularly when
they’re in the early stage in the funnel.”
—Paul Cook, CEO of TagMan
Images: Courtesy of Trish Nettleship and Paul Cook
©2012 eMarketer Inc.

27. Challenges of
Leveraging Social
Media in the B2B
World
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28. What are B2B marketers struggling with
when it comes to social?
1. Resources and time
2. Budgets
3. Getting people to visit company websites
4. Integrating social
throughout the organization
Image: David Castillo Dominici / FreeDigitalPhotots.net
©2012 eMarketer Inc.

29. Even as more B2B companies use social
media, there are hurdles to overcome
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30. Cisco wants customers to eventually
come back to company websites
“We think of third-party social media sites
as embassies out in the social media
space. But ultimately what we would like
to do is drive the audiences back to our
Cisco-owned community, where we can
engage with them on a deeper level.”
—Laura Powers, senior manager of
Collaboration Solutions Marketing at Cisco
Image: Courtesy of Laura Powers
©2012 eMarketer Inc.

31. Many best-
in-class
B2Bs are
developing
business
processes
and
corporate
guidance
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32. B2B social
media
budgets
make up a
smaller
percentage
of total
marketing
budgets
compared to
their B2C
counterparts
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33. Case Studies and
Examples
©2012 eMarketer Inc.

34. Case Study:
Intel reaches influencers on social
Goals:
Connect with influencers
knowledgeable about cloud
technology
Develop long-term
relationships
Increase thought leadership
Advance brand advocacy
Image: scottchan / FreeDigitalPhotos.net
©2012 eMarketer Inc.

35. Case Study:
Intel Reaches Influencers on Social
Strategy:
Starting in mid-2011, Intel employees and cloud experts connected with
influencers on Twitter, Google+ and via email.
“With IT and a technical audience, it’s not about a campaign.
These individuals can meet with an expert about the technology and
talk the same language.” —Carolina Velis, social media strategist for
Intel’s Data Center Connected Systems Group
Intel employees followed 10 influencers posting on social sites, then
commented and had a dialogue with them using personal accounts.
Results:
Velis said that, thanks to the interaction with Intel, the influencers were
more vocal about Intel and the work it was doing.
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36. Case Study: Key Takeaways from Intel
 Find the influencers in your industry and interact with
them where they prefer.
 Focusing on a specific topic can help simplify your
social strategy.
 Leverage your employees and teach them how to
use social media for their positions.
 Gaining influence via various social
networks can help your
company build its reputation
and thought leadership.
Image: Courtesy of Intel
©2012 eMarketer Inc.

37. Case Study: Cisco Hosts Concert to
Demonstrate Products
Strategy: Promote TelePresence product with a Jewel concert
Cisco, partnering with Marriott and AT&T, hosted Jewel in its Cisco Studio,
streamed the concert to 10 locations, and made it available on mobile and
Ustream, with conversations happening on Twitter.
Leading up to the concert, Cisco leveraged social media to spread the
word, including promoting the event through Jewel’s official Twitter and
Facebook accounts.
Cisco’s Goals:
Thought leadership
Product demonstration
Build buzz for Cisco
Engage influencers
Image: Courtesy of Cisco
©2012 eMarketer Inc.

38. Case Study: Cisco Hosts Concert to
Demonstrate Products
Results:
 100+ viewers, 250+ mobile
viewers
 Average of 25 minutes
spent watching mobile stream
 9,100+ clicks to a Facebook
tab about Jewel concert
 1,500+ tweets about the
event
 Nearly 200 new followers for
@CiscoSPVideo Twitter
account
Image: Courtesy of Cisco
©2012 eMarketer Inc.

39. Case Study: Key Takeaways from Cisco
 Social allows direct connection with
customers, which can help demonstrate
products.
 Social sites can be used to promote new
offerings and spotlight current products.
 Have a little fun!
“AT&T did see an increase in requests for
quotes for TelePresence and closed
several sales since the concert.”
—Deborah Strickland, social media
manager for service provider marketing at
Cisco
Image: Courtesy of Cisco
©2012 eMarketer Inc.

40. Case Study: Constant Contact focused on
both Facebook and Twitter in 2011
Facebook Goals: Twitter Goals:
Increase network size Enhance customer service
Deepen brand engagement Amplify PR
Improve brand awareness Engage with markets
Augment educational content
What Constant Contact did: What Constant Contact did:
Encouraged customers to ask Offered marketing advice
questions Posted links to news
Provided advice Provided tips for using products
Asked for feedback and ideas for and offerings
products and offerings Had conversations with
Polls, Q&As, How-tos individuals
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41. Case Study: Results from Constant
Contact
Facebook Results:
Post views: 6.5 million in 2011
“Likes” up by 6x
Total “likes” and comments were up 400%
Twitter Results:
Followers jumped 370% to 39,000
Clicks on tweeted links increased 200x and
company mentions on Twitter jumped by 30x
©2012 eMarketer Inc.

42. But what if you’re not a tech company?
Hobart, Traulsen and Baxter:
Get Back to Scratch
Image and Logo: Courtesy of Hobart
©2012 eMarketer Inc.

43. Case Study: Hobart, Traulsen and Baxter:
“Get Back to Scratch”
 Goals: Energize professional bakers around the idea
of made-from-scratch items; drive them to a microsite
where they could add themselves to a small-business
directory
 Social Tools: Facebook, Twitter, a blog, blogger
outreach
 Strategy: GetBacktoScratch.com had
how-to advice, recipes, business
management tips, video interviews
 Celebrity Support: Buddy Valastro
of TLC’s “Cake Boss” joined the campaign
Logo: Courtesy of Hobart
©2012 eMarketer Inc.

44. Case Study: Results and Key Takeaways
from Hobart
Results:
 Average of 32,000+ monthly unique visitors
 1,300+ new social media followers
 Mary’s Cakes and Pastries of Northport, Ala., won the “Get
Back to Scratch Signature Scratch Item” contest
 Won a BtoB Magazine Social Media Marketing Award
Key Takeaways:
 Leverage social to connect your customers as a community
 Turn to consumer-type programs, like contests or sweepstakes
 Stay true to your company’s mission
Logo: Courtesy of Hobart
©2012 eMarketer Inc.

45. Future of B2B Social
Media
©2012 eMarketer Inc.

46. B2B social
media
marketing is
in its early
stages, but
can become
a mature
part of the
marketing
mix with
increased
focus
©2012 eMarketer Inc.

47. Both B2B
and B2C
companies
are working
to better
integrate
social media
within their
organizations
overall
©2012 eMarketer Inc.

48. What social sites and tools should B2B
marketers focus on going forward?
 LinkedIn, Blogs, Forums. As the more professionally
focused social sites, these platforms provide a basis for
business conversations on social media.
 Facebook and Twitter. These two sites have a lot of
users, and B2B marketers should determine how to best use
these sites for their business purposes.
 Video. Video is a huge part of social media, and B2B
marketers can leverage video to post how-tos and other more
specific videos.
 Google+. With it’s relationship to search and SEO, Google+ is
catching marketers’ attention, but how important it will be for
overall social strategy is still up in the air.
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49. Eloqua brings Social to the funnel
Pre-Funnel
Thought
Leadership
Communities
Listening
© 2012 Eloqua, Inc.

50. Social began as a content strategy
Content Marketing Demand Gen
© 2012 Eloqua, Inc.

51. But demand gen is quickly getting involved
Demand Gen
© 2012 Eloqua, Inc.

52. Twitter Search Facebook Activity
S OC IA L S UITE
Comments
Social Reporting
Social Sign-on
Contact
© 2012 Eloqua, Inc.

53. Q&A Session
Learn more about digital advertising with
an eMarketer corporate subscription
How & Why B2B
Marketers Are Turning
to Social Media Over 120 reports are published each year.
Following are a few recent ones you may
be interested in:
 B2B Social Media: A Growing Focus for Marketers
 B2B Lead Generation: Using Content to Acquire
Customers
Kimberly Maul
 Social Media in the Marketing Mix: Managing Global
You will receive an email Expansion
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Social Sites See Growing Interest
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