Highly Recommended:Putting the recommendation at the center of the B2B marketing mix

February 13, 2013

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Traditional Marketing is Dead

“Marketing is dead,” says Saatchi & Saatchi CEO. The chief executive of one of the world’s largest marketing groups has today declared that marketing and strategy are dead.

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Initial considerations for buildinga highly recommended B2B business…

“A brand is no longer what we tell the consumer it is; it’s what the consumers tell each other it

is.”

- Scott Cook, Intuit

“Success is no longer about carefully controlled messages. When everyone can see what you're doing, the most essential values are transparency, honesty and credibility. You win by matching your image with reality, acting with integrity, and sincerely apologizing when you're wrong.”

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Marketing budgets – both B2C and B2B – are increasinglybeing redirected to WOM and social media…

How much budget do your see shifting to social media?

• In a recent CMO survey, 40% of respondents said will shift 20+% of their traditional direct marketing budgets towards funding social activities.

• A leading marketing research organization (Hubspot, 2012) states that the average social media budget has nearly tripled in the last three years.

Source: The CMO Survey, Duke University, September 2011

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…and the value of WOM and social media areincreasingly recognized across the enterprise

Social media is moving beyond the realm of marketing and communications, and is becoming a way of doing business.

HR/recruiting, IT, product development, investor relations, customer service and sales are all adopting social media as a way of evolving their functions to better align with how people now interact.

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in fact, many successful B2B companies now put WOMand social media at the center of their marketing mix…

Word of Mouth &

Social Media

Marketing

Media Relations

Digital/ Social Media

Advertising

Influencer Outreach

Entertainment Marketing

Community Relations &

CSR

Partnerships &

Sponsorships

Research & Measurement

Making your integrated marketing more talk-able, sharable and engaging is the reason for putting it at the center of the marketing mix.

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While many B2B brands now have robust social channels, they struggle with how to fully capitalize on the opportunity

The 2012 NielsenGlobal Trust in

Advertising Report

2007 201140

50

60

70

80

90

100

Recommendations

Television

Radio

The power of the recommendation isincreasingly well established…

…and positive brand recommendations are the fuel that drives sustainable B2B

business growth

BecomingHighlyRecommended

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9Proprietary & Confidential © 2012 Zócalo Group, LLC

Make your business the most talked about, recommended, and chosen

Know where and how your brand and competitors are talked about and recommendedKNOW

Develop comprehensive brand strategy, articulate story, and recommendation reasonsPLAN

Identify the people whose recommendations influence purchase decisionsIDENTIFY

Activate by creating compelling experiences that engage customers in a relevant mannerACTIVATE

Protect your brand by identifying and neutralizing negative voices and misinformationPROTECT

Measure continuously to evaluate program success and ROI, then adjust to capitalize on conversation changes

MEASURE

We’ve discovered a distinct path tobuilding brand recommendations

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1Develop a clear and purposeful story of how you want people to talk about and recommend your brand.

A simple question thatneeds to be answered:

• How do you want to be talked about and recommended ?

• Buyers have choices. Why would someone recommend your brand over another?

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2 Live Your Brand

• If you want to be recommended as a dependable business partner – make sure you are one

• Focus energy on owning that role and not ceding it to any competitors.

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3 Be Human, Transparent, and Live Up to Mistakes Quickly

• Brands will occasionally veer off course and make mistakes.

• Well managed brands can be undone in astonishingly short order.

• Own it when you or your brand goofs up. Fix what you can and ask forgiveness when needed.

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4 Stay engaging and interesting

• Marketing success used to be defined by how well we could interrupt consumers. Success today is based on how well we engage our audiences before, during and after the sale.

• Spend 90% of your time on your social channels listening, paying attention and engaging with your consumers on their terms.

Spend 10% of the time talking about yourself.

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Launch New Product

5 Regularly evaluate and evolve –but stay true to your core

• Markets change and brands must always evolve

• Take time to ensure that you’re being recommended in the ways that you want

• Take ownership of your life and your brands. Don’t let these changes happen by accident

Discover New Innovation

Develop New Branding

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Platforms we’re watching now…

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Case Study

Dell Trade Secrets: Implementing a Global Social Media Influencer Program Among SMB’s

Drive word of mouth and product recommendations during the launch of Dell’s new Vostro V130--a sleek, lightweight laptop designed specifically for on-the-go small business professionals--within SMB markets in the U.S., U.K. and Germany.

Out of the understanding that SMB owners look to peers and experts as the “secrets to their success,” the Trade Secrets campaign was born.

Focused on peer credibility, Trade Secrets set out to create authentic online conversation about the Vostro V130 by identifying and engaging the right global influencers, and distributing product for hands-on trials across the U.S., U.K. and Germany.

SOLUTIONCHALLENGE

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Case Study

Dell Trade Secrets: Implementing a Global Social Media Influencer Program Among SMB’s

The Trade Secrets campaign exceeded all target metrics and successfully initiated a global dialogue between SMBs and Dell, helping to reinforce the brand’s commitment to small business growth and success.

The program achieved over 5M social media impressions (250% over goal) and was recognized by the Forrester Groundswell Awards for Excellence in B2B Marketing in 2011.

RESULTS

Trial & ReviewsDrive awareness and interest around the new Vostro V130 through product reviews by SMB experts.

Global Social ActivationCreate a consistent and open dialogue across key social media channels.

GLOBAL TACTICS

Product Giveaways: Generate online campaign participation by offering opportunities to win a Vostro V130 – via Tweet Chats, event participation, and more.

Influencer Outreach Reach experts in technology, Productivity, Business Travel, Social Media and Entrepreneurship.

The Dell Network: Develop an online platform to connect SMB’s and showcase their experience.

18Proprietary & Confidential © 2012 Zócalo Group, LLC

develops and manages

sustainable social media

marketing, word-of-mouth, and

digital campaigns that drive sales

through brand advocacy and

recommendations.

92% of people say that the recommendation from a friend, family member, colleague or expert is the single most powerful determinant of their purchase decision.

– Nielsen / Roper Reports

Zócalo Group’s unique approach

19Proprietary & Confidential © 2012 Zócalo Group, LLC

Recognized Industry LeadershipSocial Media Week Chicago - City HostForrester Groundswell Award for 2011

Finalist 2011 Holmes Report Global Digital / Social Agency of the Year

It’s pronounced ZO-kahl-oh

In Mexico, it translates to “Town Plaza” or “Conversation Square”

Chicago HQ, Global Capabilities

Fully integrated online/offline marketing efforts

Co-author of the: 2010 Hispanic Social Media Guide

Omnicom’s Premier Social Media

and Word-of-Mouth Marketing Firm

Freestanding Division of Ketchum

Diverse Experience

We serve B2C and B2B clients across a broad range of industries, including:

Food, CPG, Entertainment, Automotive, Financial Services, Retail, Non-Profit, Technology and Telecom

A Mission That Differentiates UsZócalo Group has a singular focus:

“To help our clients become the most talked about and recommended brands in their

categories”

who we are

20Proprietary & Confidential © 2012 Zócalo Group, LLC

Consumer BehaviorDeep understanding the consumer,

social and buying behaviorof women

Relevant ProgrammingExperience driving measurable advocacy in B@B focused companies

we’ve created success stories for top brands like these…

Integrated ApproachSolid track record of working

collaboratively with client and integrated agency teams

Existing RelationshipsExisting strong influencer relationships and partnerships we can bring to the for our clients

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Successful Together

More consumers are aware of your brand and considering it

Grow brand awareness

Influencers and consumers talk about and share your brand with their personal networks

Conversation growth

We attract more consumers to like, follow, and engage with the brand

More fans & followers

More consumers are trying and buying your brand

Traffic & sales rise

Customers are more loyal to your brand and are recommending it to others

More brand advocacy

Thank You - Questions? Paul M. Rand Marty FinnPresident and CEO Sr. Acct Supervisor312.596.6272 312/596-6280prand@zocalogroup.com mfinn@Zocalogroup@paulmrand @martyparty1

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