b2b social media marketing
Post on 08-May-2015
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B2B social medie markedsføring- af Pernille Andersen
Copyright © 2012 Pernille Andersen
Lidt om mig
• Underviser
• Medejer af FeedsFloor
• I 2001 skrev om usability testing /brugervenlighed af hjemmesider i Japan
B2B trendsInformation overload … ... Så vi holder os til de partnere, som vi kender
eller dem som bliver anbefalet
Et behov for adgang til gratis information
Tingene skal gå stærkt
Globalisering
B2B indkøbere bruger 99% af deres tid påat undersøge og sammenligne og kun 1%på at købe
Copyright © 2011 Pernille Andersen, FeedsFloor
B2B social media marketing IS important
• 79% thinks that social media is relevant for B2B organizations
• 69% of B2B companies have a social media strategy
• 81% maintains the company’s related profiles on social media networks
• Forrester predicts that B2B interactive marketing expenses will reach USD 4.800 million in 2014 – almost the double amount of the estimated number for 2009 (USD 2.300 million)
• B2B social media marketing expenses will increase from USD 11 million in 2009 to USD 54 million in 2014
Copyright © 2011 Pernille Andersen, FeedsFloor
Source: www.b2bbarometer.co.uk, www.business.com/info/b2b-social-media-benchmark-study, http://socialmediab2b.com/2010/08/b2b-social-media-statistics/ #ixzz1MQ6ZgQFx,
B2B social media marketing IS important
• More than 80% of companies surveyed globally are using social media to communicate with potential business clients
• “Most important” use of social media:• 26% communication of their company’s thought leadership• 23% communicate with clients • 20% communicate with potential clients
• 60% of companies are also using social media to build a community as an extension of their website
• 58% communicate with journalists • 50% communicate with potential employees or alumni
Copyright © 2011 Pernille Andersen, FeedsFloor
Source: www.worldcomgroup.com/about-worldcom/news-and-press/?nID=128
B2B social media marketing IS important
• 57% of US workers use social media for business purposes at least once a week
• Not only marketeers but also the rest of the organization is starting to use social media
• US workers use primarily social media for business purposes in order to aquire knolwedge from a community
Copyright © 2011 Pernille Andersen, FeedsFloor
Source: IDC state of social business
B2B social media marketing IS important
• 59% engaged with peers online who addresssed their challenges
• 48% followed online industry conversations on topics
• 41% followed online discussions to learn more about topics
• 37% posted questions of social networks to look for suggestions and feedback
• 20% connected directly with potential solution providers via social networks
• 59% shared their learnings from their research and puchasing process with others online
Copyright © 2011 Pernille Andersen, FeedsFloor
Source: Inside the mind of new b2b buyer feb 2010
B2B social media marketing IS important
• 56% of Danish companies expect to use social media to find new business partners
• 57% of US workers use social media for business purposes at least once a week
• B2B interactive marketing expenses will reach USD 4.800 million in 2014 – almost the double amount of the estimated number for 2009 (USD 2.300 million)
• B2B social media marketing expenses will increase from USD 11 million in 2009 to USD 54 million in 2014
Copyright © 2011 Pernille Andersen, FeedsFloor
Source: www.b2bbarometer.co.uk, www.business.com/info/b2b-social-media-benchmark-study, http://socialmediab2b.com/2010/08/b2b-social-media-statistics/ #ixzz1MQ6ZgQFx, (http://socialsemantic.eu/ #download)
Formål
Employer branding
Rekruttering
Branding
Lead generering
Videndeling
Fastholdelse af kunder
Markedsanalyse
Formålet med brugen af sociale medier i b2b
virksomheder
Copyright © 2011 Pernille Andersen, FeedsFloor
Her er de danske b2b virksomheder
Hvordan bruges de forskellige platforme fra b2b perspektiv:
• LinkedIn– HR, grupper, events
• Twitter– Kundeservice
• Facebook– HR,
• Youtube
• Blogs
2 strategiske tilgange til online markedsføring
’Thought leadership’
• På alle platforme - pull
• http://www.youtube.com/watch?v=UkMAS3KJRxU – Corning 15 mio. views
Lead generering
• Fokuserer på få, men relevante platforme – push
• Lytte - interagere
Copyright © 2011 Pernille Andersen, FeedsFloor
Hvorfor er der stadig mange b2b virksomheder, der ikke bruger sociale medier??
• Comfort with the status quo• Conflicting opinions within management on how
to proceed• Discomfort with an informal communication
style• Discomfort with a less controlled
communication style• Fear of change• Fear of divulging too much information• Fear of exposing weakness• Feeling that social media is frivolous• General weakness in organizational consensus
building and decision making• Inability to connect social media engagement
with sales and branding objectives• Inadequate marketing budget• Internal focus – not paying enough attention to
customer behavior and preferences• Lack of precise ROI calculations• Leaders not understanding how and why social
media works
• No appetite for outsourcing the work• No clear branding strategy• No clear sales plan• No distinct marketing function• No examples of success within their industry• No in-house talent to do the work• No process for ramping up new programs• No social media champion within the
organization• Old, outdated technology and IT support• One or two vocal naysayers• Prior attempts that went bad• Other priorities taking precedence• Refusal to see the connection between casual
online conversation and serious business• Too much focus on where customers are or
were, rather than where they are going• Uncertainty about how to begin• Unwillingness to experiment
Copyright © 2011 Pernille Andersen, FeedsFloor
Source: www.wordsellinc.com/blog/social-media/why-b2b-firms-dont-use-social-media-2/
Der er MANGE undskyldninger...
og MANGE platforme…
THE FUN IS OVER!NOW ITS TIME FOR BUSINESS…
Tekst-TV for virksomhedsnyheder
Socialt medie og nyhedsnetværk for b2b virksomheder
1
Gratis medlemskab
2
Kommuniker
3
Generer leads
Publicer virksomhedsnyheder på 15 forskellige sprog
Bliv vist på lige fod med store anderkendte virksomheder
Gratis
Del dine nyheder med interessenter
Virksomheden kontrollerer kommunikationen
Interager med leads i et neutralt, lukket, en-til-en miljø
Bliv set af virksomheder som ikke kender dit navn i forvejen
Kun relevante leads
Bedre resultat på søgemaskiner
Følg alle industrinyheder på et sted
FeedsFloor 2009 Google 1 mia USD 2020
FeedsFloor About the company that produces and sells the donut
The Andersen-Elmasri Model’Digital Brand Management model’
Copyright © 2011 Pernille Andersen, FeedsFloor
CorporateCommunication
Strategy
Flexibility
CorporateIdentity
Image–IdentityGap
Design Gap
Strategicposition
Change
FitGap
ImplementationStage
Analysis
DevelopmentStage
Sym
bolic
Value
s
RationalValues
Consumption Zone
Corporate image position cube
Market
Dynamics
Positioningfacets
CorporateCommunication
Strategy
Flexibility
CorporateIdentity
Image–IdentityGap
Design Gap
Strategicposition
Change
FitGap
ImplementationStage
Stage
DevelopmentStage
Sym
bolic
Value
s
RationalValues
Consumption Zone
Corporate image position cube
Market
Dynamics
Positioning
Consumption Gap
The Andersen-Elmasri Model’DBM - Digital Brand Management’
Corporate Identity
Corporate Commu-nication
Market Dynamics
Strategic Position
Copyright © 2011 Pernille Andersen, FeedsFloor
Consumption GapFit Gap
Design Gap
Corporate Identity
• The company’s ideal corporate identity
• Mission, vission, values, marketing objectives
Copyright © 2011 Pernille Andersen, FeedsFloor
Copyright © 2011 Pernille Andersen, FeedsFloor
Design Gap...• Appear if...
– There is a gap between the company’s ideal corporate identity and the company’s digital communication strategy, online activities and selection of digital channels and platforms
– What, where and how are you marketing yourself online?
– Focus on content marketing to avoid the design gap
Copyright © 2011 Pernille Andersen, FeedsFloor
Consumption Gap...• Appear if...
– There is a gap between how business stakeholders consume and view the company’s brand online (prostomer) and the way the company communicates its brand and corporate identity online. This will lead to a identity-image gap.
– What does your stakeholders say about your company online? – How do you deal with it?
Copyright © 2011 Pernille Andersen, FeedsFloor
Copyright © 2011 Pernille Andersen, FeedsFloor
Fit Gap...
• Appear if...
– There is a gap in relation to the company’s ideal corporate identity and their corporate communication and the way the company’s competitors position and communicates their brand online in relation to the stakeholders
– Who is the ’thought leader’ online?
Copyright © 2011 Pernille Andersen, FeedsFloor
Gode råd
• Tænk på din kundes perspektiv – ikke fra dit eget
• Fokuser på lead genering eller ’thought leadership’
• Aktiver tredje parter
• Vis din ekspertiseCopyright © 2011 Pernille Andersen,
FeedsFloor
Fortrolighed og brugergeneret indhold– er det muligt?
• Hvis ikke DU driver dit brand – så vil andre (eks. IBM)
• Lav social medie politikker og strategier for hele virksomheden
• Fokuser på indhold (ikke salgstaler)
• Lav scenarier for hvad det værste der kan komme frem om virksomheden er
Copyright © 2011 Pernille Andersen, FeedsFloor
Læs mere…
• Gillin, P. & Schwartzman, E. (2011): Social Marketing to the Business Customer
• www.socialmediab2b.com
• www.feedsfloor.com
• http://www.slideshare.net/FeedsFloor/b2b-social-media-marketing-examples
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