b2b social media and professional services

B2B Social MediaPresented by: ANDREW CHANG

What is it?

Listening & Engagement Tool Information Source Strategic Positioning Tool Marketing & Sales Tool

Situation

60% of B2B organizations have little involvement ¹

42% of B2B marketers advertise on social networking sites ²

More & more professional services companies using it for information and prospecting

Source: 1 - White Horse, 2 - eMarketer.com

Perception

B2B Social Media Builds relationships Enables idea sharing Adds to knowledge of industry Increases awareness

Tools Being Used

Social Media Platforms Twitter Blogs Facebook Linkedin Forums SMMS Social Media Management Systems

Who’s Using it

Accounting firms Lawyers Financial services Consulting companies

Why they are using it

Improved Audience Reach Instantaneous delivery/receipt of

info Ability to target prospects More traffic to company website Cultivate relationships through idea

sharing

Measurement

Companies monitor the following: Followership Activity Engagement Lead results Sales

Potential Costs

B2B Social Media Campaign Requirements Dedicated Community Manager SMMS (Social Media Management Systems)

software Advertising on Social Networking

Sites Pay Per Click – Can range from $3.12 to

$3.25 Minimum $3.00/click or per 100

impressions

Source: Ecommerce-Marketing.com

Why it would work

Each benefit of social media is a perfect fit for the sales process

Rapport and Trust Informing Listening Probing Following-up

Does it work?

Case Study CME Group – Futures and Options

Exchange Attained 750,000 + following on Twitter

= massive lead generated list Trusted referral source

Source: BtoB Online

Does it work?

Case Study Resources Global Professionals

Increased number of speaking engagements and seminars

Improved sales opportunities

Source: Resources Global Professionals

Does it work?

Case Study Deloitte Consulting, Mckinsey and

RSM McGladrey Increased web traffic + better SEO

results Built stronger relationships through

Digg and Forums Established trust and reputation

Source: Integrated Accounting Software, B2B Voices

Advantages

Measurable Low cost - in relation to other

marketing Customize sales strategy Create your own database of leads

Challenges

Need of continual upkeep and maintenance (Potential costs involved)

Ensuring quality of message and content

Clarifying goals and objectives

The Future of B2B Social Media

Universal adoption to build leads and maintain relationships

Sales departments will be devoted to social media as a prospecting tool

Chiefly relied upon to generate mass referrals

Have Questions?

Is it cost effective? If it’s so good, why is the ad dollar

share so low? Do you need a plan of action?

Will your focus be PR based, Advertising or both?

Do you need a controllable budget?

We can help!

Thank You

… helping you make the right moves

www.strategicmarketingcounsel.com