November 15, 2016 #B2Better The CMO Guide to Rocking B2B Social Media How to Create a Social Business from the Top Down
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November 15, 2016 #B2Better
The CMO Guide to Rocking B2B Social Media
How to Create a Social Business from the Top Down
#B2Better
Robyn Showers Director of Content Marketing, Tracx
Moderator
Jason Jue Chief Marketing Officer, Triblio
Panelist
Nick Panayi Head of Global Brand & Digital Marketing, CSC
Panelist
Jenifer Kern Chief Marketing Officer, Tracx
Panelist
Agenda
1. The Big Myth About B2B Social Media
2. The Social CMO’s Role
3. Advice from the Experts
#B2Better
The BIG MYTH About B2B Social Media
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“My customers aren’t using social media to make business decisions.”
#B2Better
Actually…
They are.
75% of B2B buyers have been influenced by information they
found on social media.
Source: American University
#B2Better
720 new social media
mobile users
1300 blog posts
56,000 Instagram
photos
360,000 tweets
1.7 million Facebook posts
2 million YouTube video
views
4.2 million Snapchat views
5.6 million Facebook video
views
SOCIAL MEDIA MINUTEIN A
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B2B has a smaller potential customer base, a higher average price point, and a customer decision funnel that is more influenced by word of mouth and reputation.
Turning your customers into advocates and marketers on behalf of your brand pays off a lot more when you’re selling $10,000 pieces of manufacturing equipment, than it does when you’re selling $3 cans of Pringles.
— Jay Baer
In fact, social media can be MORE transformative for a B2B company than a B2C company.
”
“
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The Social CMO’s Role
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30% of CMOs will be fired in 2017 for lacking the skills to
achieve digital transformation and create social businesses
Source: American University
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3 types of Social CMOs
1. Traditional Taylor
Inherited social, but not comfortable with it. Needs help seeing the value and
getting started.
2. Savvy Sarah
First adopter with social. Knows her customers today are social-enabled and
wants to more deeply ingrain social into her organization.
3. Boxed-In Blake
Social is working fine in marketing, but it’s not a focus nor is it well-integrated
in other areas of the business.
3 types of Social CMOs
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What are some ways B2B companies can (and should) use social media?
B2B Use Cases
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Awareness. Manage expectations and find your internal champions. Start at
the top (CEO) to gain buy-in and work down/out from there.
Adoption. Training and facilitating cross-departmental collaboration.
Advocate for social beyond Marketing’s walls — Sales, HR/Culture,
Recruiting, Security, Customer Service, and more.
Analysis. Don’t let social data go to waste. Tap into data for all kinds of
actionable insights.
Accolades. Share small and big wins. Communicate successes and tell your
stories to weave social into fabric of your business.
How to Build an A+ Social Business
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1
2
4
3
The time is now — social media is only going to grow in importance.
Lead your company to success!
#B2Better
Ask the Experts
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Ask the Experts
Nick Panayi
Head of Global Brand & Digital Marketing
#B2Better
Social Success Story "Extreme” social makeovers for SMEs, decision maker social forensics, and targeted social outreach in support of multi-million dollar sales pursuits
How I Did It • Built innovative Pursuit Marketing function
• Strong buy-in and collaboration with strategic sales
• Showing social tools in action, when a salesperson is at their most attentive (in pursuit of a year-making deal)
How I Use Social Media Today Social for pursuit marketing; brand and campaign amplification; tracking and analytics; and “scaled but personalized” outreach
Best Advice to B2B Marketers Social is NOT a lead generation tool. It’s a relationship and credibility-building tool, that can eventually help you get a seat a the table
Ask the Experts
Jason JueCo-founder &
Chief Marketing Officer
#B2Better
Social Success Story • Top 5 B2B Marketing Social Influencer Brand*
How We Did It • All involved, not automated
• 1:1, not 1 to many
• Corporate feeds: Anybody can write
How We Use Social Media Today • Branding: ecosystem engagement
• ABM: Identify & engage stakeholders
Best Advice to B2B Marketers. Social is: • Best contact database
• Most efficient attention grabber for sales
• Measure engagement, not conversion
*Onalytica
Ask the Experts
Jenifer Kern
Chief Marketing Officer
#B2Better
Social Success Story Convincing a multi-generational team of Recruiters, Sales Reps, and Operations employees to get active on social to expand digital footprint, brand awareness, and generate leads + trust.
How I Did It • In small steps, so as not to overwhelm
• Making it “optional”
• Illustrating personal success they could achieve and impact on our business
• Workshops and 1-on-1 guidance/support
• Social Media Task Force
How I Use Social Media Today • To engage in relevant and timely dialogue
related to current events
• To humanize our B2B brand and make it fun
• Paid advertising, boosting
Ask the Experts
Nick Panayi Head of Global Brand &
Digital Marketing CSC
Jason Jue Chief Marketing Officer
Triblio
Jenifer Kern Chief Marketing Officer
Tracx
Thank you!
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Curious About Tracx Social Media Software?
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Appendix
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Appendix #B2Better
Maersk Line — Current Events #B2Better
CBRE — Humanizing your brand #B2Better
GE — Incorporate whimsy #B2Better
GE — Make “boring” topics interesting with content #B2Better
AMEX — Focus on the customer #B2Better
Tracx — User-generated content #B2Better
Cisco — Participate in trends #B2Better
Novartis — Showcase volunteerism #B2Better
Intel — Attract hires with employer branding #B2Better
HubSpot — Use social for lead generation #B2Better
Tracx — Engage one-on-one #B2Better
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