b2b social media marketing

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


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://www.b2bbarometer.co.uk/

http://www.business.com/info/b2b-social-media-benchmark-study


• 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


Source: www.worldcomgroup.com/about-worldcom/news-and-press/?nID=128

http://www.worldcomgroup.com/about-worldcom/news-and-press/?nID=128


• 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


Source: IDC state of social business


• 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


Source: Inside the mind of new b2b buyer feb 2010


• 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


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)

http://www.b2bbarometer.co.uk/

http://www.business.com/info/b2b-social-media-benchmark-study

Formål

Employer branding

Rekruttering

Branding

Lead generering

Videndeling

Fastholdelse af kunder

Markedsanalyse

Formålet med brugen af sociale medier i b2b

virksomheder


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


http://www.youtube.com/watch?v=UkMAS3KJRxU

http://www.youtube.com/watch?v=UkMAS3KJRxU

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


Source: www.wordsellinc.com/blog/social-media/why-b2b-firms-dont-use-social-media-2/

Der er MANGE undskyldninger...

http://www.wordsellinc.com/blog/social-media/why-b2b-firms-dont-use-social-media-2/

og MANGE platforme…

THE FUN IS OVER!NOW ITS TIME FOR BUSINESS…

Tekst-TV for virksomhedsnyheder

http://www.feedsfloor.com/

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’


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


Consumption GapFit Gap

Design Gap

Corporate Identity

• The company’s ideal corporate identity

• Mission, vission, values, marketing objectives


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


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?


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?


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


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

http://www.socialmediab2b.com/


http://www.slideshare.net/FeedsFloor/b2b-social-media-marketing-examples

