Social Media for B2B Tech at PRSA 2013 Digital Impact Conference
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Social Media for B2B
What Works – and What Doesn’t – In The Tech Sector
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David Smith
Creative Director, McClenahan Bruerdavid@mcbru.com@davidtweets
McClenahan Bruer, or McBru to our friends, is a full-service, integrated tech B2B marketing agency. It’s all we do, so we do it extremely well. We sharpen strategy. We build, deploy and ride herd on programs. We scrutinize results to build a springboard to even better results.
Strategy + creativity + innovation. That’s how we add up.
www.mcbru.com
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Social Media for Tech B2B Buyers
oWHAT DO THEY WANT?• Tech B2B content needs
oHOW SHOULD YOU ENGAGE WITH THEM?• Tools and tactics to address the needs
oWHAT SHOULD HAPPEN?• Defining analytics, goals and KPIs
@davidtweets at #PRSADIconf
B2C vs. B2B
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Social contact
Awareness Intent Action Satisfaction
Special today One decision maker
Seconds, minutes, days
B2C
Find out more
Many influencers and decision makersDays, weeks, months
B2B
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Why join the conversation early?
Digital Evolution of B2B Marketing, CEB 2012
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We’re in the information business.
Be in the right place
At the right time
With the right information.
@davidtweets at #PRSADIconf
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What do tech B2B professionals want?
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Don’t market to me
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Tech pros look to other tech pros
UBM Tech Mind of the Engineer, North America, 2012
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Tech B2B turning to social media
UBM Tech Mind of the Engineer, North America, 2012
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B2B buyers are searching for information
The Demand Gen 2012 “Inside The Mind Of the B2B Buyer” Survey
72% research solution purchase
54%follow discussions to learn more about a topic
24%connected to topic thought leaders
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What B2B buyers want via social media
IDG Echo Effect Study, 2012
#1. Respond to questions#2. Resolve issues#3. Provide specs#4. Share reviews/rankings#5. Let them review products#6. Take their feedback and opinions
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B2B buyers want lots of information
2013 B2B Content Preferences Survey, Demand Gen Report
“When asked about overall value, three formats stand out in 2013: white papers, E-books and webinars.”
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Ask them what they want
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B2B audiences like video
IDG Echo Effect Study, 2012
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How should you engage with them?
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Tech B2B pros favor LinkedIn
Google+
0%10%
20%30%
40%50%
60%
40%
53%
46%
26%
11%
11%
14%
23%
Use All The Time For Work
Never Use For Work
IDG Connect, based on Global IT and Business Respondents
“LinkedIn and YouTube are the most popular social networking services [for engineers].” - UBM Tech Mind of the Engineer, 2012
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B2B marketers use LI, FB, Twitter
Content Marketing Institute and MarketingProfs, 2012
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Build a network of tech B2B stars
YOUR CUSTOMERS
YOUR PROSPECTS
YOUR COWORKERS
YOUR BUSINESS PARTNERS
YOUR COMPETITORS
NOW, WHAT ABOUT THE REST OF THE WORLD? FIND THE TOP INFLUENCERS WITH TOOLS: LITTLE BIRD, TELLAGENCE, ETC.
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Example: Little Bird
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Example: Little Bird
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Example: Little Bird
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Example: Little Bird
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Let’s give them something to talk about
IDG 2013 Tech B2B Lead Generation Report
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Content that B2B marketers offer
Top TacticsSocial media (other than blogs)
Articles on own websiteeNewsletters
Blogs
Important TacticsCase studies
VideosArticles on other websites
In Person EventsWhite Papers
2013 Content Marketing Benchmarks, CMI and MarketingProfs
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Monitor what works and do more
oGOO.GLoBIT.LYoGOOGLE
ANALYTICSoSPROUToRADIAN6oETC.
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B2B buyers share content
2013 B2B Content Preferences Survey, Demand Gen Report
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Facilitate “peer power”
“The primary barrier to finding credible information is ITDMs’ perception of vendor bias. Not surprisingly, they rely on more trusted sources—friends, business colleagues, and other people in their personal and professional networks—to help them cut through the clutter and gather what they see as trustworthy quality information.
These decision-makers also use social media to share the content they find valuable.”
Connecting the Dots Between Content and Sales, IDG Enterprise
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Help buyers find answers and each other
McClenahanBruer.Tumblr.com
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A high-quality peer-peer network
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Encourage conversation with content
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Let the conversation evolve
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What should happen?
@davidtweets at #PRSADIconf
Measuring impact
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ReachImpressions
Brand awareness study
DemosContactsLeads
Demo accountsSales
SurveysRepeat sales
Social contact
Awareness Intent Action Satisfaction
ViewsLikesFollowersRTs
CommentsSurvey resultsTrends
DemosContactsLeads
Demo accountsSales
SurveysSentimentCommentsRecommend’s
Built-in tools (FB insights)Social media monitoring tools (MOZ Analytics, Sprout, etc.)
DashboardsMonitoring toolsGoogle AnalyticsSurvey tools
Google AnalyticsMarketing automationCRM
Marketing automationCRMSales
Monitoring toolsSurvey tools
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Objective Definition Q113 Goal Q113 Actual Q213 Goal Q213 QTD
Actual 2013 Goal Q313 Q413
Social Media
CommunityAggregate of new and unique members/followers/subscribers/fans/visitors across all Product and Personal channels 650 649 500 609 1200 300 500
Broadcast
Aggregate of total impressions (potential views) across all Product and Personal channels 5000 4,526 5000 215,000 23,500 6500 7000
EngagementAggregate of individual social interactions (RTs, @mentions, shares, comments, likes, +1s and link clicks) 1000 1,171 1200 1630 5200 1400 1600
InfluencePersonal brand Goal is based on Personal Klout Score 48 46 50 48 55 52 55
Example scorecard for social contacts
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Another example dashboard
blog.gleanster.com
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Trending performance
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Relative performance
Key dedacted
Key dedacted
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Absolute performance
60%Revenue increase2012, N.A.
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Outputs vs outcomes
Tactic Output OutcomeBlog 2X weekly Page views
CommentsRequests
Twitter 2-4 interactions/day New followersRTsClicks to landing page
LinkedIn 2X weekly CommentsFollowers
YouTube As soon as available (at least 1 mo)
ViewsCommentsClicks to site
Slideshare As soon as available (at least 1/mo)
ViewsDownloadsLeads
Google+ 2X weekly +1sCommentsFollowers
KPIs
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Planning for outputs
oEDITORIAL CALENDARo+ EVENTSo+ PARTNER AND CUSTOMER ACTIVITYo+ INDUSTRY NEWS AND EVENTSo+ CHARITABLE CAUSES, PERSONNEL NEWS…oMIX IT UP – PROMOTION, THANKS, ENGAGEMENT
oSOCIAL MEDIA IS “PEOPLE TO PEOPLE”
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Being Social Pays Off
IDG Echo Effect Study, 2012
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Start With a Social Media 360
Assess
Analyze
Recommend
Social Media for B2B
What Works – and What Doesn’t – In The
Tech Sector
David Smith, david@mcbru.com
@davidtweets
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