Social Media’s Role in the B2B Customer Journey April 28, 2017
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Social Media’s Role in the B2B Customer Journey
April 28, 2017
What We’ll Cover
Why social media matters to B2B
Examples
Integration and ROI
Questions
❶
❷
❸
❹
Why Social Media Matters to B2B
Why Social Media Matters to B2B
Almost all potential
buyers conduct research
(Accenture)
Many prefer online to a sales rep(Forrester)
Insights from businesses on social media
important to B2B buyers (LInkedIn)
Word‐of‐mouth recommendations influence 9 in 10
B2B buying decisions (Influtive)
Customers get information from multiple sources
5
Tweet about IRE
EPDM print ad inRoofing
Contractor
Article about EPDM in Professional Roofing
Facebook post linking to article in Professional
Roofing
EPDM offer banner ad on Professional Roofing
website
E‐Newsletter from Buildingsmagazine announcing product launch of EPDM
adhesive
IRE trade show attendance
Builds SEO
Sponsored content &advertising
The Roles of Social Media
6
Examples
Firestone Building Products (FSBP) Social Media: Awareness and Customer Service
Firestone manufactures commercial roofing systems and related
products.
Key Audiences: architects, roofing contractors, building
owners/facility managers and specifiers.
FSBP: Social Media Goals
Drive leads via customer service posts
Tradeshow engagement
Brand awareness among key audiences
FSBP: SoMe History
Pre‐2012 2012
NEW!
2017
FSBP Twitter: The Trade Show Tool
Work with FSBP staff to interact with potential customers
Encourage booth visits and/or post‐show interaction, which helps secure qualified leads
Engage people attending the conference with pre‐ during and post‐show tweets
Focus on professional conferences and events
Engagement Sales nurturing
Lead qualification/generation
FSBP Trade Shows and Social Media
Pre‐, during‐, post‐show
FSBP LinkedIn: The Thought Leader
Communicate with business decision‐
makers
Sharing “leadership” content that is business‐related
FSBP Facebook: Leads from Customer Service
Primarily target the design/build community
of architects and contractors
Infographics are popular
Intent is to spark discussion
Content shows that FSBP is an expert
partner for customers
Customer service interaction is extremely valuable to company
Current customers who have questions
Potential customers who don’t know where to go/can’t
get through
“Hello I would like to make a purchase. How do I contact you guys? I couldn't find any emails from your website.”
24‐Hour turnaround
Relevant tagging
Re‐posting
Shout‐outs
Asking questions
80/20 rule
Relevant following
Varying times of posts
Community‐Building Tips from FSBP
Utilize design elements from digital and print ads
Communicate with sales team to determine which products to push each month
FSBP Integrated Social Media
Firestone Building Products: Takeaways
Match your platforms to your audience
It takes time but you can grow your
audience organically
Customer service opportunities can
make or break a sale
Integrate everything –the look, the content –with the rest of the marketing campaign
ITW BuildClean: Finding the Right Lead Gen Platform
18
BuildClean is part of ITW, one of the largest industrial companies in America. The product helps to remove the majority of dust from indoor construction projects,
such as kitchens and bathrooms.
We target both the professional (contractor) audience as well as
homeowners.
Build a Community
Drive LeadsSupport Events
Brand Awareness
(Consumer and contractor)
ITW BuildClean: Social Media Goals
19
ITW BuildClean Facebook: Two Audiences
20
Consumers
Boosted posts geared toward consumersTips for safe, livable remodeling
Contractors
Contractor engagement
Tagging in posts
Sharing relevant content
ITW BuildClean Pinterest: Consumer‐Focused
21
Targeting moms
Boosted post campaign
Limited engagement, good presence
Visual representation of product, aspirational pictures
ITW BuildClean Houzz: Consumers and Contractors
22
THE place to go for home renovation
Consumer and contractor audience
Built a community with excellent ratings
Engaged in conversations, polls
Boosts name recognition, 5‐star testimonials easy to see, good for SEO
ITW BuildClean LinkedIn: Paid Campaigns
23
Paid campaignsThree profile attributes
Engagement, CTR higher than in national campaignSupported local events in each market
All contractor
Organic: Thought leadership Paid: Success with targeted campaigns in NYC, LA, DC
ITW BuildClean Instagram: Where the Contractors Are
24
Saw contractors posting photos of BuildClean
Jumped on board and had immediate engagement
Contacted influencers
Now getting a few qualified leads per week!
Audience Growth and Engagement
25
Audience Engagement
26
Direct Messages
27
Leads via DM: 29…and counting!
ITW BuildClean Takeaways
28
It might take time to find the right
audience‐platform combination
Go all‐in once you do find an ideal
platform
“Pull” strategy has its limits; know when to ramp it
down
Keep your voice consistent across
platforms
Integrate with overall marketing
campaign
Event‐related outreach boosts the event as well as
overall engagement
Whirlpool Corp.: Attracting Influencers on Twitter
29
Goal is to ensure these appliances will be included in newly built and remodeled homes
Key B2B audiences are home builders, remodelers, building owners
Need to also reach influencers, such as designers
With no dedicated B2B social media outlet, need to try new ways to reach audiences
Whirlpool Corp.: KB Tribe Chats
30
Whirlpool Corp.: Twitter Chat Results
More than impressions!
Interacted with major trade media outlets
Invited and engaged with major customers, including distributors and home builders
Chat during PCBC show became trending topic on Twitter!
31
10 million
#3
Whirlpool Corp. Twitter Chat Takeaways
32
Make sure chat fits your goals for audience and
topic
Ideal way to unveil new products, messaging
Whether sponsor or participant, be a thought leader not an obnoxious
self‐promoter
Integrate with a trade show/event
Great way to call attention to your social media platforms with engaging content
Invite your key audiences/partners
College Illinois!: Boosted Events Drive Leads
33
Using Facebook to attract people to events
Low cost, instant leads
Ideal for a “pull” strategy
College Illinois!: Boosted Events: How‐To
34
Make sure Facebook event description is detailed
Set up a couple weeks ahead of event, at least
Target geographic area, demographic details
Firestone Industrial Products (FSIP): Social Media Contest
Firestone Industrial Products makes equipment for commercial truck and trailer,
buses, autos, rail, agriculture and construction and mining.
Known as the manufacturer of the “World’s No. 1 Air Spring”
For the Ride‐Rite product, we conducted some B2C outreach, especially on social media. In this Facebook contest, the goal was to reach consumer end users who would buy a Ride‐Ride air helper springs
product
FSIP Contest: Purpose and Objectives
Purpose
Accelerate engagement and “Likes” among targeted prospects and customers
Objectives
Double the number of “Likes”
Promote newest Ride‐Rite product: Air Command™ Kit for Android
Partner and co‐promote with other companies that have active Facebook pages and corresponding followers who
represent target audience
FSIP Contest: Results
1,000+ entries
30% Increase in Page “Likes”
20% completion rate on the contest app
Click through rates five times the industry average
High organic referral rate
No contest drop‐off
Dollar value equivalent for new Likes = $188,000+
Cost Per Lead = $5
37
The Importance of Integration: Examples
38
Tie to events, product launches Use integrated content Chats on quarterly focus areas
Part of lead gen process Build community
The Importance of Integration: ROI
39
Customer service leads, building community
Several leads each week Opens doors with designers
More attendees = more leads Building loyalty in a competitive market
Showing ROI in the Sales Funnel
40
Questions?
Thank You!
Related Documents
