b2b social media
DESCRIPTION
Presentation to the Exhibit Design & Production (EDPA) Southeast Chapter in Atlanta, GA - May 3, 2011TRANSCRIPT
B2B Social Media: It’s a Jungle Out There!
What is Social Media?
• Some say “social media is like teen sex. Everyone wants to do it. Nobody knows how. When it’s finally done, there is a surprise it’s not better.” - Avinash Kaushik, Analytics Evangelist
Social Media Use• According to Cone’s 2010 Consumer New Media
Study of Americans who are online:– 62% are using email to interact with companies– 38% are using social networks to interact with
companies online• Fortune 500’s use of blogs, video, and podcasts
has increased, but Twitter was the ‘09 social media channel of choice– 22% of the ‘09 Fortune 500 have a public corporate blog– 86% of these blogs link directly to a corporate twitter
account, a 300% increase over the 2008 study
Mind Blowing Stats• 101,000,000
• LinkedIn members worldwide.• 140,000,000
• The average number of Tweets per day on Twitter.• 250,000,000
• Active users accessing Facebook through their mobile devices
• 2,000,000,000• The number of YouTube videos viewed per day.
• 30,000,000,000• Pieces of content shared each month on Facebook.
• 700,000,000,000• Minutes per month spent on Facebook.
How is the Exhibit Industry Using Social Media?
• Show producers are making social media an integral part of their offering:
• Blog lounges• Twitter feeds• Etc.
• Exhibitors are making use of pre-, during and post-show social media
Why Use Social Media?
Public Relations
Customer ServiceNetworking
Loyalty Building
Thought LeadershipCollaboration
Customer Growth
Social Media Builds Brands
B2B Social Media Landscape
• Average visitor spends 66% more time on social media than 1 yr. ago.
• Number of people visiting B2B social networking sites >24% over last year.
• 65% of global Fortune 100’s have Twitter profiles.
Which social media platforms should I integrate?
Select The Best Platforms
• Facebook• LinkedIn• Twitter• YouTube
• It’s a Digital Party!
What it is:• The largest social networking site, with more than 500M
active users. • More than 250M users access Facebook through mobile
devices.
How to use: • Create a Page (not a group) for your business. • Post about shows your clients are attending.• Create “favorite” pages highlighting clients and shows.• Use Facebook to provide “sneak peeks” of new products,
services. • Share your industry knowledge!
FacebookPersonal Profile vs. Business
Page:• Create a Personal Profile first, then
create a Business Page that you administer
• Personal Profiles have friends (mutual acceptance) and Business Pages have fans or “likes”(one-way opt-in)
• Business Pages offer rich customization/integration/insight tools:– Analytics– Integrated advertising– Can be extended with custom 3rd party
applications
Profiles are for people, not companies
Production Resource Group
Posts are generating engagement, commentary from fans.
Why it’s important:• Over 100 million members globally• In 2010, execs from every Fortune
500 company could be found • $109,703 – average household
income• 68% – over age of 35• 61% – are male• 34% – own a smart phone• 74% – have an undergrad or post-
grad degree• 49% – are “decision makers”• 24% – Have a portfolio value of
$250k+
LinkedInHow to use it: • Position SMEs as thought
leaders by creating or joining appropriate groups
• Recruit talent
• Form connection at a professional level vs. solely personal
• Cross-post from Twitter, blog and Facebook• Helps increase traffic to
each platform
TwitterWhat it is:• A microblogging platform that
allows users to post short, 140-character updates
How to use it: • Twitter had over 31 million
unique visitors in March 2011(Source: Compete.com)
• Marketers can create a community of followers to which they push information while developing a corporate personality– Follow, Retweet, Respond, DM
Twitter• Careful what you tweet! They can be deleted but
may show up in search for a while after deletion• The content is so easily digestible that users can
follow hundreds of micro-bloggers• Like other social media, the proof is in more
nebulous measures– Number of followers– Re-tweets– Changes in opt-in rates or visits
• Provides a window into a company’s culture, personality
• Improves SEO by using keywords in posts
YouTube• What it is:
– Ranks as the 2nd highest social networking site (4-23-11, Hitwise)
– Exceeds more than 2 billion views per day
– 24-hours of video uploaded every minute
• How to use it:– SME positioning– Project “beauty shots”– Client testimonials, shot
at their shows
Other Tools to Consider
• Blogs• QR Codes• Location-based
social media
BlogsWhat it is:• An online journal, short for
“web log”• Can be open to comments
or closed• Can be customized with
widgets and link to corporate websites and/or social media
• 100 million blogs in existence
Why is it important:• Content is king – self
publish• Answer FAQs• Easily searchable• Global• Keeps you relevant and
noticed
Quick Response CodesWhat is it? • Like a barcode it allows content to be
decoded at high speed
How do they work?• Allow for client interaction between
print and digital channels• Designed for smartphones• QR Codes can “lead” a client to:
– Websites/social media sites– Landing pages– Videos– Maps/PDFs– Surveys
Wiki-fact: - In Japan – some QR codes are placed on grave markers as a way to share additional information and unite mourners. No examples of this are known outside Japan.
QR CodesWhy They Are Important?• 31% of Americans own a Smartphone.
Predicted to jump to 50% by the end of 2011
• More than 50% of mobile internet users go online at least 1x day
• 37% of U.S. smartphone users have made a mobile purchase in the last 6 months
• 485% of QR Codes drive traffic to a URL• 69% said they would scan to receive
coupons and discounts
Location Based SMWhat is it?• Location-based
social networking websites based on software for mobile devices
• People can use mobile devices to interact with their environment
Why is it important?• Drive people to your work
to showcase expertise• Sponsor a geo-location
game with a show or exhibitor
How Do You Find Your Way?
1. Start With Listening• Looking for PR and marketing
opportunities?• Surveying?
– Conducting focus groups?• Using information gathered as an
early warning system for issues?• Acting on findings?• Tracking social media mentions and
sentiment?• Aligning metrics with internal
goals?
2. Move to Conversation• Market your expertise• Be a resource• Use news to generate
conversations• Create sense of urgency
– “learn about new trends/products”
• Continually promote your customers
3. Turn Talk Into Action
• Convert interest into action• Inform and motivate
prospects• Encourage viral marketing• Create community with EDPA
members!
Best Practices
Keep your database clean and segmentedKnow your keywordsTailor messages to targets and test for
successMake it personalUse emails, social media, landing web pages
Reach your “1%ers”– Get your evangelized customers to sell for you
Encourage rating and reviewsCollaborate for new programs & services Integrate with your marketing plan
B2B Social Media
• Is not a panacea• Think in conversations not
campaigns• Be good collectors and
curators• Requires regular care and
feeding• Can result in people-to-
people engagement for small cost and big results
Don’t Be Anti-Social, Integrate
About c21 • Full-service integrated marketing PR
firm– Offers traditional and cutting edge solutions
like e-mail marketing, social media and paid search campaigns
• Remarkable Service, Real Results since 1992– High client retention rate
• Dedicated practice areas– c21i – interactive and social media– c21e – environmental
• National and local clients• Award-winning projects and
campaigns– More than 65 awards
• One of Atlanta’s Best Places to Work– 2007 & 2009 Top 10– Client Advisor Award
Contact Us
Sharon Goldmacher, President & [email protected]
Marlena Reed, VP, Interactive [email protected]
communications 21www.c21pr.com404.814.1330