The Basics of B2B SocialSherri Maxson
Senior Vice President, DMI
@smaxson
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Sherri MaxsonSVP, Communications @ DMI
B2B – Building value-driven relationships requires we think about the customer needs
“The company is developing value-driven relationships with its existing customers as well. “We’ve
been incubating and developing our next wave of customer loyalty,” says Comstock, “aligning
ourselves to how our customers make money. Our basic thesis is that if we can make their business
run better, they’re going to be more loyal and have preference for us and value our products. That’s
the next frontier.” Beth Comstock, GE Forbes Built To Last: The Secret To Long-Term Customer Relationships
“Be truthful and keep your commitments. You can really grow your business and career in this way
because people are not looking for you to be perfect. They simply want to do business with
someone they trust and who has their back.” Pyschology Today
“Do onto others as you would have them do unto you” Golden Rule
“If want a good friend, be a good friend” - Dr. Phil
But, companies talk more about themselves and their products
“80% of the companies were primarily focused on
themselves, with information on products and
features but little in regard to the issues their
customers might be facing”
Advertising Age “Marketers Still Struggling To Get Results From Content Marketing” July 2014
91% of B2B marketers use content marketing, but only 37% say its “effective” Forrester
Customers are 57% complete with their purchase even before they call. They are seek out online content, conversations and ratings & reviews to help influence who to call
We need to listen, build relationships and engage in real time, to drive the content & conversations which serve our customers
Listen
Engage
Act/Amplify
Measure
Use to
introduce a
demo, video,
Q&A, etc. Listen
LISTEN: What are your customers saying about your company, products and services?
LISTEN: What are they saying about themselves?
• Grainger’s customers say “Know Me. Know
my business. Make me look like a hero”
LISTEN: Do you know what your customers need along the B2B purchase journey?
Education
&
Thoughtleadership
Solutions & Product
Suitability
Credentials & Decision
Support
• What’s my problem?
• How do I fix my problem?
• Are you right for me?
LISTEN: Do you know where your customers spend their time to to help you deploy your content & engagement strategies appropriately?
Use to
introduce a
demo, video,
Q&A, etc. Engage
Engage: Build community to create products and services they love
ENGAGE: Create content that’srelevant
• Miller Electric stays laser focused on what
its customer know best – welding
ENGAGE: Engage in events they care about
• Grainger drives 25M organic impressions at its annual Grainger Show
by engaging in real time content and conversations with customers, suppliers
& employees.
Engage: Provide them information they need
Use to
introduce a
demo, video,
Q&A, etc. Act & Amplify
AMPLIFY: Amplify content across the consumer journey using a variety of tactics
PAID
OFFLINE
EARNEDOWNED
AMPLIFY:
• IBM nails their
social business
campaign leveraging
organic reach by
activating
their brand
advocate network
Use to
introduce a
demo, video,
Q&A, etc. Measure
MEASURE – Measure the metrics that matter, but listen first
Exposure
Influence
Engagement
Action/Conversion
$
Custo
mer
Loyalty &
Rete
ntion• Impressions, Reach
• Sentiment, Influencer rating
• Social Actions
• Site traffic, downloads,
webinar attendance
• Sales, brand equity,
decreased product cycles
MEASURE & OPTIMIZE
•Listen to your customers - What do they need from you?
•Deliver relevant content and engage where your customers are
•Use paid media to drive reach and scale – this is the new (print/TV/OOH)
•Think outside digital marketing when amplifying content
(brand advocates, trade shows, events, webinars)