wsj b2bandsocialmediavfinal 100302235632 phpapp02
TRANSCRIPT
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Social Media for B2B
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Moderator
Graham WhiteManaging Director | HoworthOgilvy Public Relations Sydney
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Social Media for
B2BCompanies
A Red Belt Training
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#ogilvyB2B
Twitter Hashtag
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Brian GiesenRegional Director | 360 Digital InfluenceOgilvy Public Relations Worldwide@bdgiesen
Speaker
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Jill RuchelManaging Director@PraxisCafe
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Reference: http://bit.ly/dADH0B
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No Vendors Responded
Reference: http://bit.ly/dADH0B
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AGENDA
1. Social Media 101: Quick Refresher
2. Who is the B2B Decision Maker?
3. Five Myths About B2B & Social Media
4. Six Ways to Engage
5. Practical Next Steps
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SOCIAL MEDIA 101A QUICK REFRESHER
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Poll Question:
Do You Have a Profile on Any of TheseSocial Media Tools:
LinkedIn Facebook Twitter Friendster QQ
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The majority of the worlds heavy
Internet users are in Asia, 41% ofthe worlds online population, thats
about 530 million users. (Source:Comscore)
More than 450 million across APAChave participated on social media.(Source: OgilvyOne)
From age group of 18-34, 73% inAPAC claimed themselves asbloggers, while only 42% in the US.
Digital APAC
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Complex Digital Landscape
B2BLandscape
SocialNetworks
IT Sites/Blogs
Entertainment
Mobile
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458%Increase of APACvisitors on
Facebook
Source: BrandRepublic
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IN 2007, 15% OF B2B MARKETERS POLLED SAID
THEY WERE USING SOCIAL MEDIA.
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TODAY, THAT NUMBER HAS QUADRUPLED.DIGITAL AND WORD OF MOUTH AS THE MOST
TRUSTWORTHY SOURCE OF INFORMATION
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THE B2BDECISION MAKER
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Miles, CEOLarge Enterprise
Sally, CIOMidmarket
Ruby, IT ManagerSmall Business
Three B2B Customers
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Miles, CEO Large Enterprise (>1000)
I will be the one to lead my company into
the future.
As a CEO of a leading telecommunications company, I have to
remain focused one step ahead of change. I am always on-the-
go, and my assistant is responsible for making sure my email
and appointments are always up-to-date in my mobile as I go
from one meeting to the next
COMMUNICATION CHALLENGES1;2
Too busy for content that requires timecommitment
Avoids anything deemed overly technical
May leave IT decision making to CIO
May be influenced by prior relationships
INFORMATION NEEDS1;2
Thought-leadership
Networking & Peer Insights
Case studies of proven business strategy
How multiple arenas (e.g., politics,stocks, local news) affect his company
CEO
Age: 53
HHI: $415K
Education: MBA,Location: Hong Kong
FAVORITE BOOKMARKS (WEBSITES)3;6
Vendor Websites4
AFR.com
Smh.com.au
Asx.com.au
Sources:1RoyMorgan08: Chairman/Managing Director/Head;
$150k+2The Enterprise of the future. IBM Global CEO study.IBM Study 2008, Making change happen3ABRS2009: Chairman/Chief Executive4CBS Interactive: C-Suite & IT Pro Media Usage, Aug.20095IBM Growth Markets Unit: The Curious Web; Q2096RoyMorgan08: Men; 40-59; Chairman/MD/Owner;Internet at Work
TheAge.com.au
Google.com.au1
Qantas.com.au1
CNN.com
NineMSN News
Economist.com
Bloomberg.com
LinkedIn5
Commbank.com.au
YouTube
ANZ.com
BigPond Email
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Miles Digital Map (CEO, Large Enterprise)
VirginBlue.com.au
News &Information
TheAustralian.News.com.au Business &
Finance
cathaypacific.com
Shopping &
TravelEntertainment
YouTube
SMH.com.au
DailyTelegraph.news.com.au
Commbank.com.au
AFL.com.auabc.net.au/TV
ANZ.com
Westpac.com.au
ASX.com.au
INGdirect.com.au
Afr.com
CommunicationTools:
Outlook
Mobile PhoneBigPond EmailLinkedIn
Microsoft Office Onli
SBS.com.au
ABC.net.au/news
Ninemsn News
Economist.com
Bloomberg.com
Ebay.com
RealEstate.com
GraysOnline.com.au
Google.com.au
GoogleMapsWhereIs.com.au
Wikipedia
Sources:ABRS2009: Chairman/Chief Executive; RoyMorgan08: Men; 40-59; Chairman/MD/Owner; Internet atWork; CBS Interactive: C-Suite & IT Pro Media Usage, Aug. 2009; IBM Growth Markets Unit: The CuriousWeb; Q209
BBC.com
AfrMagazine.com
Dailytelegraph.com.au
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Sally, CIO (Midmarket)
Im focused on strategy. I leave the
purchasing recommendations to my IT
Manager.
Even though Ive been successful at several different
companies, I know that youre only as good as your last
quarters growth. With pressure from the CEO to spearhead
enterprise change initiatives, I often look to my peers at other
top companies for thought leadership and insights.
COMMUNICATION CHALLENGES2;3
Wont participate with time consumingcontent due to busy schedule
May be influenced by prior vendorrelationships
Less likely to use the web for
entertainment
USER GOALS1;2
Information about new technologies thatcan reduce the cost of IT
Opportunities to network with other C-suite professionals
Thought-leadership around IT
CIO
Age: 43
HHI: $350K
Location: Sydney
FAVORITE BOOKMARKS (WEBSITES)6;7
Sources:1RoyMorgan08: Chairman/Managing Director/Head;
$150k+2Gartner 2009 CIO Survey, A/NZ results3Forbes Insights, The Rise of the Digital C-Suite06/094CBS Interactive: C-Suite & IT Pro Media Usage, Aug.20095IBM Growth Markets Unit: The Curious Web; Q2096RoyMorgan08: Men; 40-59; Professional/Manager;Works in IT; Salary $100k+; Internet at Work7ABRS2009: Chief Information Officer/Head of IT/IT
Director
Vendor Websites4
ZDNet.com.au
Smh.com.au
Asx.com.au
CIO.com.au
ABC.net.au
Google.com.au
Wikipedia.org
MISAustralia.com
BBC.com
Cnet.com.au
LinkedIn5
Ebay.com.au
Facebook
Qantas.com.au
Gmail
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Sallys Digital Map (CIO, Midmarket)
Sources:ABRS2009: Chief Information Officer/Head of IT/IT Director; RoyMorgan08: Men; 40-59;Professional/Manager; Works in IT; Salary $100k+; Internet at Work; CBS Interactive: C-Suite & IT Pro MediaUsage, Aug. 2009; IBM Growth Markets Unit: The Curious Web; Q209
Technology
Sourceforge.net
Qantas.com.au
News &InformationYellow.com.au
Google.com.au
GoogleMaps
SMH.com.au/Technology
WhitePages Online
Shopping &Travel
Entertainment
Smh.com.au/Sport
MISAustralia.com
News.com.au
Windows Live Search
CricInfo.com
JetStar.com.au
ZDNet.com.au
Ticketek.com.au
Abc.net.au/TV
BBC.comWikipedia.org
BigPond News
APCMag.com
Cnet.com.au
Domain.com.au
Redbook.com.au
Ebay.com.au
Hoyts.com.au
Communication Tools:Lotus NotesMobile PhoneGmail/BigPond/Optus EmailLinkedInFacebook
TheAustralian.com.au
Business &Finance
Westpac.com.au
StGeorge.com.au
ASX.com.au
SMH.com.au/BusinessDay
ANZ.com.au
Seek.com.au
GreaterUnion.com.au
CIO.com.au
ComputerWorld.co
m.au
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Ruby, IT Manager, Small Business
I may be working with a small budget,
but I expect to get the same level of
service as a large companyThe web is the first place I turn to for IT info (or any info)- I
trust the opinions of top bloggers and other IT pros online.
This year, my goal is to find a new IT process to optimize
the sales cycle, ensuring orders go smoothly from the
purchasing interface through fulfillment.
COMMUNICATION CHALLENGES1
Big vendors wont care about his business
Peers have more influence than vendors
Avoids vendor Web sites unless its asengaging as his leisure web activities
INFORMATION NEEDS1;2
Entertaining and informative content
Stay up-to-speed with latest technologies
Networking opportunities and peerreviews
Mobile Content
FAVORITE BOOKMARKS (WEBSITES)2
IT Manager
Age: 31
HHI: $80K
Location: Singapore
Sources:1RoyMorgan08: IT Professionals; 100-999
Employees2ABRS2009: IT Manager3CBS Interactive: C-Suite & IT Pro Media Usage,Aug. 20094IBM Growth Markets Unit: The Curious Web;Q2095RoyMorgan08: Men; 25-39;Professional/Manager; Works in IT; Companysize 100-999; Internet at Work
Vendor Websites3
ZDNet.com.au
ASX.com.au
INGDirect.com.au
Ebay.com.au
MISAustralia.com
ANZ.com
Google.com.au
Facebook
YouTube
ComputerWorld.com.au
LinkedIn4
Yahoo!7
FoxNews.com
Wikipedia
Ticketmaster.com.au
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Rubys Digital Map (IT Manager, Small Business)
Sources:ABRS2009: IT Manager; RoyMorgan08: Men; 25-39; Professional/Manager; Works in IT; Companysize 100-999; Internet at Work; CBS Interactive: C-Suite & IT Pro Media Usage, Aug. 2009; IBM GrowthMarkets Unit: The Curious Web; Q209
Technology
Sourceforge.net
Qantas.com.au
News &InformationYellow.com.au
Google.com.au
Google Maps
SMH.com.au/Technology
CNN.com
Shopping &Travel
Entertainment
Cricket.com.au
MISAustralia.com
News.com.au
Yahoo!7 Search
YouTubeVirginBlue.com.au
ZDNet.com.au
Ticketmaster.com.au
Abc.net.au/TV
BBC.com
Wikipedia.org
TheAge.com.au
APCMag.com
Cnet.com.au
RealEstate.com.au
CarSales.com.auEbay.com.au
VillageCinemas.com.au
Communication Tools:Lotus NotesMobile PhoneGmail/BigPond/Hotmail EmailWindowsLive/Yahoo!7 MessengerLinkedInFacebook
FoxNews.com
Business &Finance
INGDirect.com.au
Commbank.com.au
TradingRoom.com.au
MyCareer.com.au
ANZ.com.au
Seek.com.au
GreaterUnion.com.au
CIO.com.au
ComputerWorld.com.au
DailyTelegraph.com.au
Ninemsn news
Whereis.com.au
FlightCentre.com.au
AFL.com.au
FT.com
ASX.com.au
AFR.com
BRW.com.au
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Poll Question:
Do You Have a Profile on Any of TheseSocial Media Tools:
LinkedIn Facebook Twitter Friendster QQ
ANSWERS!
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B2B decision makersspend 1% of the timebuying.
They now spend the
other 99%
researching
& talking toeach other.
Image Source: zharpey_row @Flickr
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5 MYTHSABOUT B2B & SOCIAL MEDIA
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Myth # 1 Social Media
is Just for Kids
TRUTH:
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Facebook has more than 175 million members, and the fast
growing segment are users over 30 years old.
Nearly three-quarters of baby boomers use a video sharing site,
like YouTube, multiple times every month.
More than four out of five online users are active in either
creating, participating in or reading some form of social content atleast once a month Forrest/August 2009.
TRUTH:Social Media is Going Mainstream
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Myth # 2 Social
Media Doesnt Applyto B2B
TRUTH:
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In 2007, 15% of B2B Marketers said they used social media.
Today that number has nearly quadrupled as 57% of B2B
marketers are currently using some form of social media to
connect customers, create leads, and tap into new sources of
innovation.
In 2009, 51% of B2B Communicators cited brand building/brand
management as the primary objective for social media adoption.
TRUTH:Word of Mouth Has Always Been Important
Social Media Makes it Visible
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Myth # 3 Social Media
is Obscure,Niche Content
TRUTH:
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TRUTH:Social Media is a trusted source for many purchasedecisions and product opinions especially in B2B.
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Myth # 4 Social Media
is Not Relevant toConversion
TRUTH:
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TRUTH:There is Broad Applicability All Along the
Sales Funnel
Exposure
Response
Interaction
Participation
Discussion
Advocacy
ONLINEENGAGEME
NT
Sample Metrics Business Value
Total Visits, Page Views,Visitors, Segment by channel /media tactic, Repeat visitors
Tells us a story about the universeexposed to the campaign
Organic Search (by Engine /Keyword), Referring Site Traffic,Organic vs. Driven traffic %, Top
Content Viewed, Web ContentAnalysis
Tells us a story about how many ofthe audience are raising their hands
to start a relationship with the brand
Pictures created, number ofcreations, Sends to Friends,Store Searches, ProductViews/Interactions
Tells us how many of the campaignrespondents are showing us that theyare more than interested in the brand
Registrations, Shared creations,Depth of Conversation, Repeat
Usage, Demographic
Segmentation
Tells us how many of our universe areshowing a longer term relationshipcommitment to the brand
Opinions Gathered, ExternalBlog Comments, ConversationSentiment
Shows us how the campaign isprogressing by observing digitalchatter sentiment for the brand
Conversation Chains, MavenIdentification
Helps us to identify brand advocateswho could open up new campaigntactics
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Myth # 5 Social Media
is Not Worth the Risk
TRUTH:
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TRUTH:For Most B2B Brands, the Benefits Far
Outweigh the Risks
Social media has became a critical component in building
positive relationships.
All of this is built into search results, increasing visibility andpromoting thought leadership to prospective customers.
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The OpportunityWith Real Life Examples
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Digital Landscape: 6 Areas of Opportunity
Objectives
( = achieve objectives)Resources Required
( = requires high level ofresources)
Timing / Logistics
( = requires longtime/complexity)
Research& insights
Upperfunnel(awareness/interest)
Lowerfunnel(desire andaction)
Staff &Employees
Content& Assets
Investment Timing toDeploy
Complex:Infrastructure/technology
LISTENING SEARCH
CONTENT(creation &distribution)
SOCIALENGAGEMENT
ANALYTICS(tracking &optimization)
EMERGINGMEDIA (mobile,virtual)
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EXAMPLE:
CONTENT CREATION &
DISTRIBUTION
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EXAMPLE:
SOCIAL ENGAGEMENT
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EXAMPLE:
EMERGING MEDIA
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hp
Paid
Search
OptimizedSearch
small business server
EXAMPLE:
SEARCH MARKETING
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EXAMPLE:
EMPLOYEE TRAINING
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Right. Now?
What Can You Do?
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Start Here
1. Have a Clear Objective Think about what youre looking
to achieve from Social Media
Is it measurable?
2. Google Your Primary Brand
What shows up in the top 10
results? Positive vs. Negative?
Which results are from social
media what do they say?
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Start Here (Continued)
3. Start Listening
Setup an account on Twitter andlisten to what people say about your
brand, products
Use Google Blog Search to read
what bloggers are talking about
5. Find Influencers
Who are the people who come up
the most?
Are they widely read? Do they
generate conversation? Are they an
expert in your industry?
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Start Here (Continued)
5. Make Yourself Findable
Join LinkedIn Search for questions on LinkedIn
Answers and listen to what people are
asking
6. Make Your Content Findable
Publish thought leadership in
multimedia as well as text
Use Infographics to explain complex
issues
Seed images on Flickr, videos on
YouTube, decks on Slideshare, etc.
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FURTHER READING:
Ogilvy On: Social Media for Crisis Management
Ogilvy On: Twitter for Business
Ogilvy On: Facebook for Business
Social Media in Asia Presentation
APAC Statistics and Research (Asia Digital Map Blog)
http://www.slideshare.net/360digitalinfluence/ogilvy-on-social-media-for-crisis-managementhttp://www.slideshare.net/360digitalinfluence/ogilvy-on-twitter-for-businesshttp://www.slideshare.net/360digitalinfluence/executives-guide-facebook-for-businesshttp://www.slideshare.net/360digitalinfluence/social-media-en-asie-asiahttp://www.asiadigitalmap.com/category/research-insights/http://www.asiadigitalmap.com/category/research-insights/http://www.slideshare.net/360digitalinfluence/social-media-en-asie-asiahttp://www.slideshare.net/360digitalinfluence/executives-guide-facebook-for-businesshttp://www.slideshare.net/360digitalinfluence/executives-guide-facebook-for-businesshttp://www.slideshare.net/360digitalinfluence/ogilvy-on-twitter-for-businesshttp://www.slideshare.net/360digitalinfluence/ogilvy-on-twitter-for-businesshttp://www.slideshare.net/360digitalinfluence/ogilvy-on-social-media-for-crisis-management -
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One company that goes with this online-initiated flow isOgilvy Public Relations.
25 China Experts you should follow onTwitter Thomas Crampton
Ogilvy's digital specialist Brian Giesenoutlined the best strategies for getting businessresults on social networking site Twitter.
www.asiadigitalmap.comFor case studies...
CONTACT
Brian Giesen
Regional Director | 360DigitalInfluenceOgilvy Sydneyp +61 2 8281 3853e [email protected] @bdgiesen
asiadigitalmap.com
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Any Questions?