jos veldwijk - beeckestijn business school -best practices social media
DESCRIPTION
Jos Veldwijk gaf tijdens DML12 een inspirerende presentatie over het succesvol inzetten van Social Media in een B2B omgeving, met aansprekende voorbeelden en cases. Hij liet zien hoe niet voor de handliggende producten en diensten onderscheidend kunnen zijn t.o.v. hun concurrenten.TRANSCRIPT
![Page 1: Jos Veldwijk - Beeckestijn Business School -best practices social media](https://reader034.vdocuments.net/reader034/viewer/2022051411/5457514db1af9f37608b4fb6/html5/thumbnails/1.jpg)
Best Practices B2B Social Media Marketing
Best Practices in B2B Social Media Marketing
![Page 2: Jos Veldwijk - Beeckestijn Business School -best practices social media](https://reader034.vdocuments.net/reader034/viewer/2022051411/5457514db1af9f37608b4fb6/html5/thumbnails/2.jpg)
Best Practices B2B Social Media Marketing
Jos Veldwijk 100% Social Media in B2B
Ondernemer & freelance docent
Twitter: @josveldwijk Mail: [email protected]
![Page 3: Jos Veldwijk - Beeckestijn Business School -best practices social media](https://reader034.vdocuments.net/reader034/viewer/2022051411/5457514db1af9f37608b4fb6/html5/thumbnails/3.jpg)
Let’s talk about…
• Best Practices in B2B
• Risico’s en succesfactoren
• Basis voor een strategie
Best Practices B2B Social Media Marketing
![Page 4: Jos Veldwijk - Beeckestijn Business School -best practices social media](https://reader034.vdocuments.net/reader034/viewer/2022051411/5457514db1af9f37608b4fb6/html5/thumbnails/4.jpg)
#1 SIDN: Crowd Sourcing
Best Practices B2B Social Media Marketing
![Page 5: Jos Veldwijk - Beeckestijn Business School -best practices social media](https://reader034.vdocuments.net/reader034/viewer/2022051411/5457514db1af9f37608b4fb6/html5/thumbnails/5.jpg)
#1 SIDN: Crowd Sourcing
Uitdagingen
• Input voor ontwikkeling nieuw software product
• Beperkt aantal experts in Nederland te vinden
Facts
• LI Groep > 200 members
• Lagere kosten dan regulier R&D programma
• Unieke toegang tot specifieke kennis
• Direct nieuwe afzetmarkt
Best Practices B2B Social Media Marketing
![Page 6: Jos Veldwijk - Beeckestijn Business School -best practices social media](https://reader034.vdocuments.net/reader034/viewer/2022051411/5457514db1af9f37608b4fb6/html5/thumbnails/6.jpg)
#1 SIDN: Crowd Sourcing
Best Practices B2B Social Media Marketing
![Page 7: Jos Veldwijk - Beeckestijn Business School -best practices social media](https://reader034.vdocuments.net/reader034/viewer/2022051411/5457514db1af9f37608b4fb6/html5/thumbnails/7.jpg)
#2 Avaya: Lead Scoring
Best Practices B2B Social Media Marketing
Provider in communicatie
Branches o.a. onderwijs, financiële dienstverlening,
gezondheidszorg en MKB
Social Media: Twitter, Facebook, YouTube, Linkedin, Flickr, Blog
![Page 8: Jos Veldwijk - Beeckestijn Business School -best practices social media](https://reader034.vdocuments.net/reader034/viewer/2022051411/5457514db1af9f37608b4fb6/html5/thumbnails/8.jpg)
#2 Avaya: Lead Scoring
Best Practices B2B Social Media Marketing
Uitdagingen
• Competitieve markt
• Identificeren van klantbehoefte
Facts
• Prospect wil switchen van telefoon provider
• Na 19 dagen deal ter waarde van $ 250.000
Bottom line: Monitoring en snelheid zorgen voor concurrentievoordeel
![Page 9: Jos Veldwijk - Beeckestijn Business School -best practices social media](https://reader034.vdocuments.net/reader034/viewer/2022051411/5457514db1af9f37608b4fb6/html5/thumbnails/9.jpg)
#2 Avaya: Lead Scoring
Best Practices B2B Social Media Marketing
[prospect] … or Avaya? Time for a new phone system very soon.
@[prospect] – Let me know if we can help you – we have some Strategic Consultants that can help you assess your needs.
![Page 10: Jos Veldwijk - Beeckestijn Business School -best practices social media](https://reader034.vdocuments.net/reader034/viewer/2022051411/5457514db1af9f37608b4fb6/html5/thumbnails/10.jpg)
#3 SteelMaster op Facebook
Best Practices B2B Social Media Marketing
![Page 11: Jos Veldwijk - Beeckestijn Business School -best practices social media](https://reader034.vdocuments.net/reader034/viewer/2022051411/5457514db1af9f37608b4fb6/html5/thumbnails/11.jpg)
#3 SteelMaster op Facebook
Best Practices B2B Social Media Marketing
Uitdagingen
• Stalen constructies & Social Media?
Facts
• Twitter voor promotie doeleinden
• Facebook voor engagement (foto’s)
• Nieuwe klanten uit andere segmenten
![Page 12: Jos Veldwijk - Beeckestijn Business School -best practices social media](https://reader034.vdocuments.net/reader034/viewer/2022051411/5457514db1af9f37608b4fb6/html5/thumbnails/12.jpg)
#3 SteelMaster op Facebook
Best Practices B2B Social Media Marketing
Offerte aanvragen via Facebook pagina
![Page 13: Jos Veldwijk - Beeckestijn Business School -best practices social media](https://reader034.vdocuments.net/reader034/viewer/2022051411/5457514db1af9f37608b4fb6/html5/thumbnails/13.jpg)
#3 SteelMaster op Facebook
Best Practices B2B Social Media Marketing
Van content naar leads
![Page 14: Jos Veldwijk - Beeckestijn Business School -best practices social media](https://reader034.vdocuments.net/reader034/viewer/2022051411/5457514db1af9f37608b4fb6/html5/thumbnails/14.jpg)
#4 Blog van Louis E. Page
Best Practices B2B Social Media Marketing
![Page 15: Jos Veldwijk - Beeckestijn Business School -best practices social media](https://reader034.vdocuments.net/reader034/viewer/2022051411/5457514db1af9f37608b4fb6/html5/thumbnails/15.jpg)
#4 Blog van Louis E. Page
Best Practices B2B Social Media Marketing
Uitdaging
• Passie voor producten laten zien
• Meer groei door Social Media Marketing
Facts
• Facebook, Linkedin, Twitter, Flickr en blog
• > 1.500 downloads
• Omzetgroei van 850%
• Bottom line: Investeren in (blog) content loont
![Page 16: Jos Veldwijk - Beeckestijn Business School -best practices social media](https://reader034.vdocuments.net/reader034/viewer/2022051411/5457514db1af9f37608b4fb6/html5/thumbnails/16.jpg)
#4 Blog van Louis E. Page
Best Practices B2B Social Media Marketing
Conversie
![Page 17: Jos Veldwijk - Beeckestijn Business School -best practices social media](https://reader034.vdocuments.net/reader034/viewer/2022051411/5457514db1af9f37608b4fb6/html5/thumbnails/17.jpg)
#5 Fujitsu: Branding op Slideshare
Best Practices B2B Social Media Marketing
![Page 18: Jos Veldwijk - Beeckestijn Business School -best practices social media](https://reader034.vdocuments.net/reader034/viewer/2022051411/5457514db1af9f37608b4fb6/html5/thumbnails/18.jpg)
#5 Fujitsu: Branding op Slideshare
Best Practices B2B Social Media Marketing
Uitdaging
• Inspelen op behoefte van zakelijke inkopers
• Inzicht in voorkeuren
• Integratie met Corporate ‘LIFEBOOK’ campagne
Facts
• Eigen branded channel
• 138 documenten zoals Cases en Whitepapers
• Online leadgeneratie
• Linkedin, Facebook, Twitter en Blog
![Page 19: Jos Veldwijk - Beeckestijn Business School -best practices social media](https://reader034.vdocuments.net/reader034/viewer/2022051411/5457514db1af9f37608b4fb6/html5/thumbnails/19.jpg)
#5 Fujitsu: Branding op Slideshare
Best Practices B2B Social Media Marketing
![Page 20: Jos Veldwijk - Beeckestijn Business School -best practices social media](https://reader034.vdocuments.net/reader034/viewer/2022051411/5457514db1af9f37608b4fb6/html5/thumbnails/20.jpg)
#6 John Deere gaat All-In
Best Practices B2B Social Media Marketing
![Page 21: Jos Veldwijk - Beeckestijn Business School -best practices social media](https://reader034.vdocuments.net/reader034/viewer/2022051411/5457514db1af9f37608b4fb6/html5/thumbnails/21.jpg)
#6 John Deere gaat All-In
Best Practices B2B Social Media Marketing
Uitdaging
• Betrokkenheid bij het merk versterken
• Creëren van content
• First Mover Advantage
Facts
• > 4.000 abonnees op YouTube
• > 1 miljoen Fans op Facebook
• > 24.000 volgers op Linkedin
• > 17.000 volgers op Twitter
![Page 22: Jos Veldwijk - Beeckestijn Business School -best practices social media](https://reader034.vdocuments.net/reader034/viewer/2022051411/5457514db1af9f37608b4fb6/html5/thumbnails/22.jpg)
Best Practices B2B Social Media Marketing
![Page 23: Jos Veldwijk - Beeckestijn Business School -best practices social media](https://reader034.vdocuments.net/reader034/viewer/2022051411/5457514db1af9f37608b4fb6/html5/thumbnails/23.jpg)
Best Practices B2B Social Media Marketing
![Page 24: Jos Veldwijk - Beeckestijn Business School -best practices social media](https://reader034.vdocuments.net/reader034/viewer/2022051411/5457514db1af9f37608b4fb6/html5/thumbnails/24.jpg)
Best Practices B2B Social Media Marketing
![Page 25: Jos Veldwijk - Beeckestijn Business School -best practices social media](https://reader034.vdocuments.net/reader034/viewer/2022051411/5457514db1af9f37608b4fb6/html5/thumbnails/25.jpg)
Best Practices B2B Social Media Marketing
![Page 26: Jos Veldwijk - Beeckestijn Business School -best practices social media](https://reader034.vdocuments.net/reader034/viewer/2022051411/5457514db1af9f37608b4fb6/html5/thumbnails/26.jpg)
Best Practices B2B Social Media Marketing
![Page 27: Jos Veldwijk - Beeckestijn Business School -best practices social media](https://reader034.vdocuments.net/reader034/viewer/2022051411/5457514db1af9f37608b4fb6/html5/thumbnails/27.jpg)
Best Practices B2B Social Media Marketing
![Page 28: Jos Veldwijk - Beeckestijn Business School -best practices social media](https://reader034.vdocuments.net/reader034/viewer/2022051411/5457514db1af9f37608b4fb6/html5/thumbnails/28.jpg)
Best Practices B2B Social Media Marketing
![Page 29: Jos Veldwijk - Beeckestijn Business School -best practices social media](https://reader034.vdocuments.net/reader034/viewer/2022051411/5457514db1af9f37608b4fb6/html5/thumbnails/29.jpg)
#6 Kinaxis: zakelijk blog
Best Practices B2B Social Media Marketing
![Page 30: Jos Veldwijk - Beeckestijn Business School -best practices social media](https://reader034.vdocuments.net/reader034/viewer/2022051411/5457514db1af9f37608b4fb6/html5/thumbnails/30.jpg)
#6 Kinaxis: zakelijk blog
Best Practices B2B Social Media Marketing
Uitdaging
• Thought Leadership
• Online community
Facts
• Blog sinds 2005
• 15 eigen bloggers
• Community met > 6.000 members
• Twitter, RSS, E-Mail, Linkedin en Video
• Meer dan 42.000 leads
![Page 31: Jos Veldwijk - Beeckestijn Business School -best practices social media](https://reader034.vdocuments.net/reader034/viewer/2022051411/5457514db1af9f37608b4fb6/html5/thumbnails/31.jpg)
Best Practices B2B Social Media Marketing
![Page 32: Jos Veldwijk - Beeckestijn Business School -best practices social media](https://reader034.vdocuments.net/reader034/viewer/2022051411/5457514db1af9f37608b4fb6/html5/thumbnails/32.jpg)
Best Practices B2B Social Media Marketing
![Page 33: Jos Veldwijk - Beeckestijn Business School -best practices social media](https://reader034.vdocuments.net/reader034/viewer/2022051411/5457514db1af9f37608b4fb6/html5/thumbnails/33.jpg)
Best Practices B2B Social Media Marketing
![Page 34: Jos Veldwijk - Beeckestijn Business School -best practices social media](https://reader034.vdocuments.net/reader034/viewer/2022051411/5457514db1af9f37608b4fb6/html5/thumbnails/34.jpg)
Best Practices B2B Social Media Marketing
![Page 35: Jos Veldwijk - Beeckestijn Business School -best practices social media](https://reader034.vdocuments.net/reader034/viewer/2022051411/5457514db1af9f37608b4fb6/html5/thumbnails/35.jpg)
Best Practices B2B Social Media Marketing
![Page 36: Jos Veldwijk - Beeckestijn Business School -best practices social media](https://reader034.vdocuments.net/reader034/viewer/2022051411/5457514db1af9f37608b4fb6/html5/thumbnails/36.jpg)
#7 Colt & Leadgeneratie
Best Practices B2B Social Media Marketing
![Page 37: Jos Veldwijk - Beeckestijn Business School -best practices social media](https://reader034.vdocuments.net/reader034/viewer/2022051411/5457514db1af9f37608b4fb6/html5/thumbnails/37.jpg)
#7 Colt & Leadgeneratie
Best Practices B2B Social Media Marketing
Uitdaging
• Minder effect door traditionele marketing
• Positioneren als kennisleider
• Meer en kwalitatieve leads van Marketing
Facts
• Bouw/Constructie
• 350 medewerkers
• Vestigingen > 75 landen
• Meer website traffic
• Binnen 9 maanden 82 leads via Social Media
![Page 38: Jos Veldwijk - Beeckestijn Business School -best practices social media](https://reader034.vdocuments.net/reader034/viewer/2022051411/5457514db1af9f37608b4fb6/html5/thumbnails/38.jpg)
#7 Colt & Leadgeneratie
• Blog
• White Papers
• YouTube
• Flickr
• SlideShare
Best Practices B2B Social Media Marketing
![Page 39: Jos Veldwijk - Beeckestijn Business School -best practices social media](https://reader034.vdocuments.net/reader034/viewer/2022051411/5457514db1af9f37608b4fb6/html5/thumbnails/39.jpg)
#7 Colt & Leadgeneratie
Best Practices B2B Social Media Marketing
![Page 40: Jos Veldwijk - Beeckestijn Business School -best practices social media](https://reader034.vdocuments.net/reader034/viewer/2022051411/5457514db1af9f37608b4fb6/html5/thumbnails/40.jpg)
#7 Colt & Leadgeneratie
Best Practices B2B Social Media Marketing
![Page 41: Jos Veldwijk - Beeckestijn Business School -best practices social media](https://reader034.vdocuments.net/reader034/viewer/2022051411/5457514db1af9f37608b4fb6/html5/thumbnails/41.jpg)
#7 Colt & Leadgeneratie
82 Leads via Social Media
Best Practices B2B Social Media Marketing
![Page 42: Jos Veldwijk - Beeckestijn Business School -best practices social media](https://reader034.vdocuments.net/reader034/viewer/2022051411/5457514db1af9f37608b4fb6/html5/thumbnails/42.jpg)
Risico’s
• Geen strategie
• Lage reactie snelheid
• Geen inzicht klantbehoefte
• Focus op korte termijn
• Interne tegenwerking
• Verkeerde verwachtingen
• Vergelijking met traditionele marketing
• Omgaan met negatieve feedback
• Geen lerende organisatie
Best Practices B2B Social Media Marketing
![Page 43: Jos Veldwijk - Beeckestijn Business School -best practices social media](https://reader034.vdocuments.net/reader034/viewer/2022051411/5457514db1af9f37608b4fb6/html5/thumbnails/43.jpg)
Succes Factoren
Centraal onderdeel Marketing en Innovatie
Niet één, maar verschillende kanalen
Toegewijd team met focus op Social Media
Bedrijfscultuur van dialoog en participatie
Best Practices B2B Social Media Marketing
![Page 44: Jos Veldwijk - Beeckestijn Business School -best practices social media](https://reader034.vdocuments.net/reader034/viewer/2022051411/5457514db1af9f37608b4fb6/html5/thumbnails/44.jpg)
Strategie: de basics
Audit
Doelen
Doelgroepen
Content
Kanalen Organisatie
Planning
Uitvoering
Optimalisatie
Best Practices B2B Social Media Marketing
![Page 45: Jos Veldwijk - Beeckestijn Business School -best practices social media](https://reader034.vdocuments.net/reader034/viewer/2022051411/5457514db1af9f37608b4fb6/html5/thumbnails/45.jpg)
Best Practices B2B Social Media Marketing
![Page 46: Jos Veldwijk - Beeckestijn Business School -best practices social media](https://reader034.vdocuments.net/reader034/viewer/2022051411/5457514db1af9f37608b4fb6/html5/thumbnails/46.jpg)
Best Practices B2B Social Media Marketing
![Page 47: Jos Veldwijk - Beeckestijn Business School -best practices social media](https://reader034.vdocuments.net/reader034/viewer/2022051411/5457514db1af9f37608b4fb6/html5/thumbnails/47.jpg)
Best Practices B2B Social Media Marketing
Contact gegevens E: [email protected] T: www.titter.com/josveldwijk M: +31 (0)6 18 28 38 65
VeldMerk is een advies- en projectbureau gespecialiseerd in Social Media voor (middel)grote organisaties in Business to Business. VeldMerk biedt maatwerk oplossingen op het gebied van strategie, trainingen en implementatie. VeldMerk werkt samen met professionals op aanverwante gebieden zoals Online Video, Websites, Tekst & Design en Zoekmachine optimalisatie. Opdrachtgevers profiteren van gecombineerde expertise met behoud van één aanspreekpunt.