Transcript Joel updated syd

Is There Value in Social Media
for B2B Organisations?
Joel Norton
Boost Marketing
@BoostHQ
@BoostHQ
www.photos8.com
© Boost Marketing 2011
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#B2BUniversity
Number 1
Marketing
Challenge for B2B
Organisations is
Generating High
Quality Leads
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#B2BUniversity
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#B2BUniversity
Thinking Differently…
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Marketing is getting someone with a need
to Know, Like and Trust you
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#B2BUniversity
The Marketing Hourglass
Know
Like
Trust
Try
Buy
Repeat
Refer
•Articles
•Ads
•Referrals
•Web site
•Reception
•Newsletter
•Marketing kit
•Free report
•Sales presentation
•Webinar
•Evaluation
•Nurturing
•Service team
•New customer kit
•Finance/delivery
•Post project survey
•Cross selling
•Quarterly events
•Results reviews
•Partner intros
•Peer2peer events
@BoostHQ
#B2BUniversity
Boost
Marketing
2011
©©
Duct
Tape
Marketing
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Marketing is getting someone with a need
to Know, Like and Trust you
Social media is the use of technology
to co-create Know, Like and Trust
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Content as Lead Generation
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#B2BUniversity
http://www.flickr.com/photos/angelinawb/2289527632/
Improve Your Chances
of Being Found
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@BoostHQ
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#B2BUniversity
Build and Strengthen
Your Relationships
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#B2BUniversity
Make it Easier for
People to Refer You
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#B2BUniversity
http://www.flickr.com/photos/bloomgal/2548676018/
Be More Likeable
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#B2BUniversity
69% of B2B
Organisations
are Increasing
their Investment
in Social Media
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#B2BUniversity
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Supply Chain Management
Software Vendor
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#B2BUniversity
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Case Study: Kinaxis
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•
Objectives
Results:
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Double web traffic
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Double conversions (leads)
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2.7x increase in traffic to Kinaxis.com
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Foster a greater awareness of the
company’s supply-chain management
solutions
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3.2x increase in conversions (leads)
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5.3x increase in traffic to the
blog/community
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Strategy
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Discover where the audience hangs out
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Get involved in key online locations
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Drive interest from there to the Kinaxis
Web properties by adding value (not
selling) through the creation of a highly
engaging, content-rich “home” for
supply chain experts to LEARN, LAUGH,
SHARE and CONNECT
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•
Community
–
6x increase in registered community
members
–
Over 2,300 registered members (35%
increase since January 2010)
Revenue
–
Double-digit subscription growth (paid
users of RapidResponse SaaS product),
topping 30,000 users and counting
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Traffic
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Global Shipping Portal
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#B2BUniversity
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Case Study: Shipserv
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•
Objectives
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Results
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Increase web traffic by 50% in 3 months
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Increased traffic-to-leads by 150%
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Increase brand awareness within industry
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Increased lead conversion by 50%
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Generate new sales leads
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Decreased campaign costs by 80%
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Increased the number of sales-ready
leads by 400%
Strategy
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Research where customers receive their
information
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Measurable increase in brand
awareness
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Shift focus from ‘shouting’ at customers to
‘listening, engaging and inspiring’
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Create an integrated social media plan
Break-even on the $30,000 social
marketing media investment was
achieved in three months
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Lead the creation of an online community
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Develop outstanding content
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Drive new leads through their website
The company estimated the results
they achieved would have cost
$150,000 through traditional media
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Case Study: Shipserv
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Tactics
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Content was leveraged and repurposed across multiple platforms
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Change website to be more content
driven
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Introduced a Blog featuring their
customers
•
Blog
•
e-newsletter
Created a series of valuable white
papers to facilitate data capture
•
Twitter
•
Light-hearted videos
–
Introduced Landing Pages
•
Podcasts
–
Established ‘scorecard’ through their
CRM system to track lead-nurturing
progress
•
Facebook
•
LinkedIn
–
–
Developed quarterly content plan
based on themes established from
research
SEO incorporated within keyword
content planning
–
Established online industry
community via LinkedIn Groups
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#B2BUniversity
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Sales Recruitment &
Executive Search
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#B2BUniversity
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Case Study: Harlow Group
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Objectives
Results
–
Low-cost marketing of new business
–
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Provide low-cost alternative to
traditional candidate advertising
25% placements in Year 1 have
been directly linked to social media
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Largest ‘Sales’ Group on LinkedIn in
Australia (1,200+ members)
•
–
•
•
Shift from traditionally reactive
approach to being more proactive
Conversations and building
relationships
•
Greater understanding of the
market
Demonstrate point of difference
Strategy
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Develop ‘Sales’ Community
•
Provide content-rich information to
support their careers
•
Provide non-threatening
environment to talk with prospects
without selling
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Drive site traffic
Brand awareness and credibility
–
Inbound leads and prospect
database
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Associated benefits
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New suppliers
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New technology
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1. Strategy
Before Tactics
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#B2BUniversity
Set-up a Listening Station
• Paid
• Free
– Trackur
– Google News
– Radian6
– Google Alerts
– Buzzlogic
– Google Reader
– Buzz Numbers
– Search.Twitter
– ChartBeat
– Boardtracker.com
– Backtype.com
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#B2BUniversity
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2. Claim Your Digital Real Estate
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http://www.flickr.com/photos/canonsnapper/2695543074/
Optimise Your Brand Assets
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http://www.flickr.com/photos/silversprite/5187574486/
3. Commit to
Producing Content
that Builds Trust
and Educates
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#B2BUniversity
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The Marketing Hourglass
Know
Like
Trust
Try
Buy
Repeat
Refer
•Articles
•Ads
•Referrals
Lead Generation
•Web site
•Reception
•Newsletter
•Marketing kit
•Free report
•Sales presentation
Lead Nurture
•Webinar
•Evaluation
•Nurturing
•Service team
•New customer kit
•Finance/delivery
•Post project survey
•Cross selling
•Quarterly events
Customer Nurture
•Results reviews
•Partner intros
•Peer2peer events
@BoostHQ
#B2BUniversity
Boost
Marketing
2011
©©
Duct
Tape
Marketing
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4. Fuse Hi-Tech with
Hi-Touch
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#B2BUniversity
5. A System is the Solution
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#B2BUniversity
Develop a System and Process
• Live by the Calendar
• Integrate and amplify
– Weekly digest email
• Develop a routine with
allocated time
– Publish to Twitter, LinkedIn,
Facebook
– Monthly
– Strategic network
– Weekly
– Guest post
– Daily
• Create an Editorial Calendar
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6. Innovation
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#B2BUniversity
Listening Leads to Innovation
• Surveys
• Trial new formats
• Greater integration
• Collaboration
– Testimonials
– New Product/Service Development
– Customer Service
• Applications
– Mobile
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Is There Value in Social Media
for B2B Organisations?
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http://www.flickr.com/photos/lugolounge/52168030/
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#B2BUniversity
The Whole is Greater
Than the Sum of the
Individual Parts
CONTENT
Blogs, Articles, Reports, White
Papers, Ebooks, Presentations,
Events, Videos, Podcasts
SEO
SOCIAL MEDIA
Keyword-rich Content,
On-page Elements,
Links and Off-page Elements
Blogs, twitter,
Facebook, LinkedIn,
Forums and Reviews
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#B2BUniversity
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http://www.slideshare.net/JoelNorton/is-there-value-in-social-media-for-b2b
Joel Norton
Chief Strategy Officer
Boost Marketing
Connect with me here:
Phone: 02 9949 7373
Mobile: 0438 355 018
Email: [email protected]
www.BoostMarketing.com.au
www.BoostMarketing.com.au/blog
http://twitter.com/BoostHQ
http://au.linkedin.com/in/joelsnorton
#B2BUniversity
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@BoostHQ
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Boost Marketing
• Marketing Consultancy
• Specialise in Professional Services and service-based
organisations
• Help organisations to implement a Marketing System that
generates a consistent flow of profitable business
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#B2BUniversity
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