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Social Media
What’s in it for
B2B Marketeers
Presented by:
Shimon Ben Ayoun
&
Ingrid Archer
www.spotONvision.com
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2. What is Social Media
“It’s media (content that is published) with a social component
(anyone can add to it).”
Like a business cocktail reception, but without constraints of
time & space
Social Media Marketing is the practice of using these media to
improve marketing effectiveness.
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4. Social Media - Publish
Everyone can publish anything for everyone
• Blogs
• Online Videos
• Micro Blogs
• Wikis
• Internet Forums
• Podcasts
• Pictures
• Presentations
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5. Social Media - Share
Everyone can promote anything to everyone
• Social Network Aggregation
• Social Bookmarking
• Social News
• Opinion Sites
• Public generated news
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6. Social Media - Network
Everyone can connect with everyone from anywhere
• Personal
• Professional
• Hybrid
• Music
• Gaming
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7. Do you know that in the Netherlands:
- 68% of internet users read blogs, review sites, etc.
- 62% of internet users has at least one social network profile
- 46% of internet users share photos online
- 38% of internet users share video content online
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9. What’s driving social media & why is
it growing so fast?
Emotional need/desire to be heard
Desire to connect with one another
Need to create and make change
Evangelize for the things and people we love
Quest for authenticity
Ease of Use / Low Barriers to Entry
Better, Faster, Cheaper
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10. Why is Social Media so Important
Social Media helps with SEO (traffic, links, Tagging and bookmarking)
Social Media is permission centric
The conversation has already started
Build relationship and trust with your customers (and prospects)
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11. People Say That Everything is Changing...
Marketing
Brands
People
Behavior
Technology
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12. People use more Social Media but are they using it
more for Business?
Publish a blog
Publish your own Web pages
Creators Upload video you created
Upload audio/music you created
Write articles or stories and post them
Post ratings/reviews of products/services
Comment on someone else’s blog
Critics Contribute to online forums
Contribute to/edit articles in a wiki
Use RSS feeds
Collectors Add “tags” to Web pages or photos
“Vote” for Web sites online
Maintain profile on a social networking site
Joiners Visit social networking sites
Read blogs
Watch video from other users
Spectators Listen to podcasts
Read online forums
Read customer ratings/reviews
Inactives None of the above
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13. The Effect of Social Media
The old marketing model
Brands+ Press + Industry
Buyer Buyer Buyer Buyer Buyer
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14. The Effect of Social Media
The new marketing model
Brands+ Press + Industry
Buyer Buyer Buyer Buyer
Buyer Buyer Buyer Buyer Buyer Buyer
Buyer Buyer Buyer Buyer
Buyer Buyer
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15. The B2B potential of Social Media
A Low cost, easy, fast and extremely effective way to:
Conduct Research
Improve Customer Service
Raise your brand awareness
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16. Four Things you should consider
1. Dip your toe in the water
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17. Four Things you should consider
2. Build list of sites, blogs, channels which are relevant to your business
Where are
my customers
hanging out
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18. A Word (140 Characters) about Twitter
Hottest social medium right now
Doubling each month
Potentially a great B2B marketing tool
Potentially an enormous waste of time
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22. Four Things you should consider
3. Revisit Brand - is it well defined? is it accurate? is it consistent
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23. Four Things you should consider
4. Who should speak for your brand
CEO
Marketing/PR
Sales
Support
Create a new role?
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24. Summary
Technology evolves fast but the fundamentals of B2B marketing remain the same
Brand is more important than ever
Go ahead and experiment
It is all about people, so harness the power of your people
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25. To know more, please visit:
www.spotonvision.com
or
Just contact us @:
Shimon Ben Ayoun
eMail: shimon@spotonvision.com
LinkedIn: http://www.linkedin.com/in/shimonbenayoun
Twitter: @shimonbenayoun
Ingrid Archer
eMail: ingrid@spotonvision.com
LinkedIn: http://www.linkedin.com/in/ingridarcher
Twitter: @ingridarcher
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