nicola ray - is the future social for b2b marketers?
TRANSCRIPT
B2BMARKETERS:THE FUTUREIS SOCIAL
ON THE EDGE: BRISTOL
#EdgeBristol
@N1colaRay
@modmedialtd
TRENDS
STRATEGY
ENGAGEMENT
MEASURING
OUTLINE
93% OF MARKETERS USE SOCIAL MEDIA FOR BUSINESS
Source: Search Engine Journal
Source: Useful Social Media, 2014. Taken
from Econsultancy Social Media
Compendium, 2014
B2B USES FOR
SOCIAL MEDIA
CO
MM
S
MA
RK
ET
ING
CU
ST
OM
ER
SE
RV
ICE
RE
PU
TA
TIO
N M
ON
ITO
RIN
G
CR
ISIS
RE
SP
ON
SE
PR
OD
UC
T D
EV
EL
OP
ME
NT
EM
PL
OY
EE
EN
GA
GE
ME
NT
MA
RK
ET
RE
SE
AR
CH
SO
CIA
L C
OM
ME
RC
E
Source: B2B Marketing Magazine, Social Media Benchmark, 2013
STRATEGIC REASONS FOR
USING SOCIAL MEDIA
10% NURTURING LEADS
36% GENERATING LEADS
48% THOUGHT LEADERSHIP
54% BUILDING BRAND PRESENCE
Source: B2B Marketing Magazine, Social Media Benchmark, 2013
TACTICAL REASONS FOR
USING SOCIAL MEDIA
R&D
RECRUITMENT
CROSS SELL / UP SELL
DRIVING WEBSITE TRAFFIC
NEW PRODUCT LAUNCH
CUSTOMER SERVICE
DRIVING DIRECT SALES
CUSTOMER INSIGHT
CUSTOMER LOYALTY
13%
14%
15%
16%
16%
55%
6%
1%
6%
-
MORE THAN 60% OF
MARKETERS WHO SPEND
6-10 HOURS A WEEK ON
SOCIAL MEDIA MARKETING
SAY IT HELPS THEM
GENERATE LEADS.
Source: Social Media Examiner, May 2013
B2B BUYERS USE SOCIAL
MEDIA TO RESEARCH,
VALIDATE AUTHENTICITY
AND THEN ENGAGE.
Source: Buyersphere, 2013
ENGAGE
SOCIAL MEDIA NEEDS A CLEARLY DEFINED STRATEGY FOR SUCCESS
LISTENENGAGEREVIEW
INSIGHT
WHEN PEOPLE TALK,
LISTEN COMPLETELY.
MOST PEOPLE NEVER
LISTEN.ERNEST HEMINGWAY
-RT -JOB -CAREERS OR #BIGDATA OR
#DATASCIENCE OR #HIT OR TELECOM
OR “BIG DATA” SINCE:2014-01-01
GEOCODE:51.452468, -2.599115,500KM
$2MPIPELINETHREE WEEKS
WORKING THE GROUP
DETERMINE THE METRICS
LEADSMQLSALSQLOPPSALE
Source: ExactTarget, January 2014
AGREE IS AGREE WILL DON'T AGREE
SOCIAL MEDIA
MARKETING IS
PRODUCING ROI:
34% AGREE
SOCIAL MEDIA
MARKETING WILL
EVENTUALLY
PRODUCE ROI:
52% AGREE
CLEARLY DEFINED
THE SECRET:
STRATEGY
IS THE FUTURE
SOCIALFOR B2BMARKETERS
