This document discusses the rise of social media marketing for B2B companies. It notes that social media allows companies to directly reach customers without traditional media intermediaries. It provides statistics on the growth of social platforms like Facebook and their use by B2B buyers. The document then discusses various social media tools and how to measure the ROI of social media marketing efforts. It provides examples of calculating the value of activities like blog posts and tweets based on customer acquisition and lifetime value metrics.

1. B2B Social Media: The Quiet Giant Paul Gillin, Author The New Influencers Secrets of Social Media Marketing Social Marketing to the Business Customer

2. The Media in Collapse Average age of US daily newspaper reader: 57 Reduction in US newsroom staffs since 2001: 45% US Magazine Circulation Growth in NBC prime time audience, 2008: -14.3% Age of average network evening news viewer: 63

4. Word-of-mouth marketing spending will hit $3B by 2013

5. 93% of B2B buyers use search to begin the buying process

6. Direct-mail spending is expected to decline nearly 40% by 2014

7. 80% of IT decision-makers say word of mouth is their most important source when making buying decisions

8. Google Processes 38,000 search queries every secondSurvey of 105 Marketers, April, 2010

9. The Way It Was

10. The Way It’s Going

11. Cut Out the Middleman Today, you can take your message directly to your constituents without relying upon media intermediaries And why would you not want to do that?

12. If You’re Not Helping, They’re Not Listening

13. Share Everywhere: Clickable Gurus

15. Group consensus

16. “Bet the business”

17. Long-term relationships

18. Audience is knowledgeable, engaged, serious

19. Intense need for informationHow is B2B Different?

20. Calling All Stakeholders

22. Microblogs

23. Social Networks

24. Media-Sharing

25. Forums

26. Shared Workspaces

27. Multi-user games

28. Social news

29. Virtual worlds

30. Community reviews

31. Social bookmarkingSurvey of 105 Marketers, April, 2010

32. New World Prospecting OUTBOUND Bottom-up lead gen Enhanced lead qualification Multiple points of engagement INBOUND SEO Blogs Twitter Content Premiums Word of Mouth

33. Tools for the Funnel Impression White paper | eBook Analyst report | Publication Blog | Article | Tweet | Podcast Sales Lead Quality Contact Case study | Video testimonial Guided tour | Product demo Webinar | Press coverage Glossary | ROI calculator Prospect Free trial/Consultation Help desk | Chat | Forum Training | Usage tips Contact information Customer Source: NowSpeed Marketing, Inc.

34. But is the Funnel Still Valid? Source: Monitor

35. Just One Guy Estimated monthly traffic: 73,000 Google Indexed pages: 6,490 Alexis ranking: Top .12% Inbound links: 850,771 Del.icio.us bookmarks: 1,776 New York Times citations: 115 Computerworld citations: 146 InformationWeek citations: 89 Newsletter subscribers: 150,000

36. Mainstays of Social Media BtoB Magazine Survey of 387 Marketers, April, 2010

37. Social Media Adoption by Year, All Platforms Survey of 105 Marketers, April, 2010

39. List Rentals

40. Create CoTweet Account

41. Increase PR Budget

42. Hire E-mail Marketing Firm

44. Initiate Monthly Webcasts

45. Sponsor Microsite on TechTarget

46. Build Targeted Twitter List (500)

47. Dedicated Monthly E-mail Blast

48. Promote To Trade Publications

49. List in Tech Directories

50. Increase Webcast/White Paper Reg’s by 60%

51. Increase Traffic to WP Landing Pages 120%

52. Increase 800-Number Calls by 80%Review and Revise

54. Capture Leads

55. Strengthen Relationships

56. Identify Topics

57. Generate Content

60. Limited offers

61. Private or closed-group discussion

62. Brand ambassador programs

64. Ask a question, feature best answers

65. Bookmark and republish favorite tweets

66. Invite photos, videos and stories

67. Poll and promote

68. Ask feedback and cherry pick

69. Plant seed questions and invite debateSurvey of 105 Marketers, April, 2010

70. Thought Leadership

71. Advise and Inform

72. Generate Content “Rubbermaid saw a 5% incremental increase in conversion for review readers, compared to those who do not read reviews. In addition, review readers are 62% more likely to continue to engage.” --BazaarVoice Case Study

73. Humanize Interactions Trust Equation: People Relate Differently to Humans Than They Do To Brands (So Let Your People Go)

74. Survey of 105 Marketers, April, 2010

75. Blogging for Business 73 blogs 17 bloggers 600% jump in leads Top quality “Get engineers talking to engineers and get everyone else out of the middle.” Rick Short, Marcom Director

76. Link Love

77. Customize Message to Members Hey, Bobby: Dear Robert: Duuuuude! @bob:

78. Generate Leads Use Every Available Channel to Promote

79. Use It or Lose It Are You Satisfied With Twitter’s ROI? Respondents Who Use Twitter At Least Daily All Respondents BtoB Magazine Survey of 387 Marketers, April, 2010

81. Customize landing pages to audience

82. Gather social contact information from subscribers

85. Video

86. Photos

87. Audio

88. RSS

89. Comments

90. Embeds

92. What is Social CRM? “Traditional CRM grew out of this need to store, track, and report on critical information about customers and prospects. Social CRM is growing out of a completely different need -- the need to attract the attention of those using the Internet to find answers to business challenges they are trying to overcome.“ --Brent Leary in Inc. magazine

93. About Me About Others Connections Social Network Essentials Survey of 105 Marketers, April, 2010

94. The Power of 130 The average Facebook member has 130 friends, who each receive notifications of their network’s Facebook activities

96. Can be about any topic

97. 99% are dead; they require care and feeding

98. Can be restricted or open

99. Can be visible or invisible to search engines

100. Admins have permission to message membersSurvey of 105 Marketers, April, 2010

101. Facebook Fans Repurpose media Announcements Feedback/testing Mailing List

102. LinkedIn for Business Active Groups… …and a Distinctive Approach to Company Profiles

103. Many Uses for Twitter

105. Hiring

106. Traffic building

107. Professional networking

108. Publicity

109. News

110. Prospecting

111. Feedback

112. Peer relations

113. Competitive tracking

114. Search engine optimization

115. Mobile visibility$ Source: Sirona Consulting Uses For Twitter in Business

116. Don’t Just Say “Follow Us On Twitter” Promote benefits of membership Describe content Offer multiple topical destinations Embed widgets to keep people on site

117. Enable Conversation: Spiceworks 1M members National user conference; multiple regional conferences Points system rewards participation without payments “What’s always amazed me is how much people are willing to give back.” Tabrez Syed, Director of Products, Spiceworks

118. Be Useful: Element 14 Document and information exchange for electronics engineers Anyone can become a designated “expert” by delivering value More than 10,000 documents contributed and indexed in first six months

119. Spread the Message Corporate website Feed Aggregator Partner website Email Newsletter

120. Make Content Easy to Share Promote Subscriptions Everywhere

121. Put Everything on Your Site Always Use Your Own Domain!

122. ROI

123. Simple Equation (GAIN FROM INVESTMENT - COST OF INVESTMENT) ROI = COST OF INVESTMENT

124. These are NOT ROI Press coverage Impressions Website Visitors Video views Click-throughs Retweets Coupons distributed Store visits “Buzz” Friends Blog comments Employmentapplications FaceBook friends Twitter followers But if you can quantify their financial impact, you have ROI!

125. Types Of Financial Impact B. Costs Avoided A. Revenue Anything that leads to A or B, But only if you can directly equate its value

126. What You Need Historical Metrics Excellent CRM Tools and Practices Clearly Understood and Applied Web Analytics

127. CRM Essentials Must be used by everyone who touches the customer Must document online, offline and landline communications Must span the engagement lifecycle Must enable segmentation and grouping

128. Web Analytics Must track individual visitors Must document paths to desired destinations Must identify referring sources You must use them

129. Basic Business Metrics Lifetime Value of a Customer = (Longevity * Revenue) * Margin 𝐂𝐨𝐧𝐯𝐞𝐫𝐬𝐢𝐨𝐧 𝐑𝐚𝐭𝐞=𝐍𝐞𝐰 𝐂𝐮𝐬𝐭𝐨𝐦𝐞𝐫𝐬𝐕𝐢𝐬𝐢𝐭𝐬/𝐋𝐞𝐚𝐝𝐬 Value of a Lead/Visitor = Visitor * Conversion Rate * Lifetime Value

130. Measuring the Immeasurable Headline Counts Lift Studies Store visits Speaking Invitations Net Promoter Score Coupons redeemed Employment applications If You Can Measure It, You Can Calculate Its ROI

131. Okay, Let’s Make it Real Typical customer Moe spends $10,000/year with you Moe is with you for five years Your profit margin is 10% Lifetime value of Moe is ($10,000 * 5) * .1 = $5,000

132. Applying ROI: Value of a Visitor

133. Value of a Blog

134. Value of a Tweet You send 50 tweets a month This generates 1,000 visitors to your website 2% of your website visitors become leads 5% of your leads become customers Therefore, the value of a tweet is: (1,000 * .02 * .05 * 5000)/50 = $100

136. Estimated admin costs: ½ FTE yr 1, ¼ FTE yr 2 1/10 FTE yr 3