social media in b2b marketing - sm basics & cases

Dank aan onze Support Partners

Social Media in B2B Marketing

Ghent - 14 June 2011

Marketing is Dead

Peopleare fed up with

unwanted & irrelevant

interruptions…

Marketing 1.0 – Consumer 1.0

• efficient• predictable• motivated by the best deals• mostly rational in buying decisions

Those were the Days…

Today’s consumer has changed

Consumer 2.0

Meet the new “Homo Feelgoodonicus”: • is inefficient & unpredictable• is motivated by what makes him/her happy• ignores most of the marketing messages• can decide & buy entirely based on emotions• likes to be social and be part of a community

The consumer has changed…

http://www.youtube.com/watch?v=heSudg-tfIk

People 2.0 are “interconnected”

The average “interconnected” consumer has +150 followers

Only 14% trust …online ads

>85% trust …Word of Mouth

a Wor(l)d of Mouth Lots of media tools at their fingertops

Consumer 2.0

• emotional buyers• interconnected• World of Media• >66% penetration (+ High

expectations with rise of mobile)

You can’t solve

problems of today

with the answers

of yesterday

Time to get started

1) Who is actively (7/week) using Foursquare?

2) Who is actively using Twitter?

3) Who is actively using Facebook?

4) Who is actively using other Social Media?

Who says so?

Antony SlabinckCEO @ LBi BelgiumHead of Social Media Task Force @ IAB

LostBoys InternationalMedia Experts

The Changing Consumer

The Changing Business

The Changing Agency

The changing media landscape

A global marketing and technology agency, blending insight, creativity and technology to create business value.

Digital Mastery

Digital journey

Doing this well is difficult

and absolutely needs the best available skills

That’s why we built one company

It is very difficult to achieveWe think the answer is in the blend

Strong global footprint

Building

Believable

Brands

The Ongoing dialogue

Forget “The Big Idea” approach! Go for an ongoing dialogue…

1. Listen

2. Dialogue

3. Engage

4. Empower

So … what‘s

Social Media?

Social Media is…

=> a shift in how people discover, read and share News & Information

Interconnected People

having Conversations

using all available Media

Social media is just like real life!

But with larger networks, 24/24, archived > 2 years

It no longer matters what YOU say!

Today, your brand will be determined by:

what you do

who you are and what THEY say!

Social Media Tools

RSS MicroblogsSocial networks Blogs Wiki ‘sSocial Bookmarking Virtual WorldsPodcastVodcast WidgetsMobile Augmented Reality…

1. Categorization is difficult => Many overlapping characteristics

2. Possible categorization is current used typology:

3. Business versus Personal

Application categories?

I couldn’t care less!

RSS MicroblogsSocial networks Blogs Wiki ‘sSocial Bookmarking Virtual Worlds

PodcastVodcast WidgetsMobile Augmented Reality…

This is NOT about media nor about

technology!

Creators(24%)

Inactives (17%)

Spectators (70%)

Joiners(59%)

Collectors (20%)

Critics(37%)

Conversationalists

Social Technographics (Forrester)

Consumers participate monthly in at least one of the indicated activites:

Introducing The New Social Technographics (Jan 15, 2010 - Forrester)

Threats

It’s probably just a Fad/Hype/Technology Communities are created without my consent We will not be in control anymore! Company processes are not ready Company/employee culture is not ready Our CEO doesn’t use Facebook… Campaigns without a strategy Starting too late All budget to campaign, not enough left for 1 year of “ongoing dialogue” …

Social Media needs a new attitude from all stakeholders!

Opportunities

Market research – Authentic Customer Insights Customer Support Contextual marketing / Social CRM Brand Advocates & Brand Ambassadors Product Design Natural SEO Human Resources Developing new business models Sales …

You can already start a dialogue for less than 0,2 FTE

(Social Media Managers, Conversation Managers, …)

Is Social Mediaa Fad or Hype?

Is Social Media a Fad or Hype?

Are “People” a Fad or Hype?

Is being “Interconnected” a Fad or Hype?

Are their “Conversations” a Fad or Hype?

Or is it the biggest change since the Industrial Revolution?

Is Social Media a FAD?

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

Put your

customers first!

Engage customers on their terms

Yes you can …solve problems of today

with the answers of yesterday TODAY

First of all, we have to understand the basics of:

• Social Communities• Brand Advocates• When Social Meets Mobile• Location Based Services• Contextual Marketing

5. Social Communities

How do communities get started?

1. You need a fool to start , he needs the guts to stand alone and look ridicolous2. Must be easy to follow3. First follower transforms the fool into a leader4. Leader shows how to follow5. It’s now about them6. Second follower changes two nuts into a crowd7. New followers need to see the followers as they want to emulate them8. A movement is started!9. It’s no longer risky to join the movement10.Those who didn’t join became the fools

How do communities get started?

Fun experienceAdded ValueParticipationCollaboration/SharingDialogue/Tool

AuthenticRelevantPositiveHonestTrustworthy

You should be:

You should offer:

Your Checklist for a succesfull case

Pick up user generated stories Enhance them

http://www.youtube.com/watch?v=hKoB0MHVBvM

• Mentos invested $28.000,- (*)

• More than 5 M people watched video in 1st month

• Estimated value for this ‘campaign’: $ 10 million

(*) Annual marketing budget of Mentos: $ 20 million,

Checklist OFFER: Fun Experience Added Value Collaboration Participation Dialogue/Tool

Checklist BE: Authentic Relevant Positive Honest Trustworthy

Case: Mentos - Enlarged story

8.500 name suggestions 41.000 registrations for updates, 850.000 unique visitors on baby-elephant.be, massive local and international press attention, 560.000 people watched the birth online, 1.2 million site visits in the birth weekend, 5.000 people signed the online birth register, 22.000 blog comments in the birth weekend. 300.000 visitors (200.000 paying visitors) more than in 2008.

Case: KMDA - Kai Mook Antwerp Zoo

6. Brand Advocates

Basics

What’s a Brand Advocate?

A customer… • who has an outspoken positive perception of a brand • who will talk favorably about a brand to their friends • who can help generate brand awareness • who can influence purchase intentions

DIGITAL is their tool

They have always been there … BUT never had much chance to be heard.

Brand Advocates:They like to convert peersOften as well Innovators (2%) & Early Adopters (13%)

They express their love for your brand to others (but are not trying to convert others, typically Facebook Fans)

Customers as Brand Advocates

Why are Brand Avocates so interesting?

Promotional offers sent by

Advocates convert 5 times more

(than offers sent by brands)

ACTION: Identify and mobilize your Advocates!

The campaign “Expedition 206” sent three 20-somethings (selected social media influential's!) to 206 countries and territories where Coca-Cola is sold in 2010, stocked with laptops, video cameras, smart phones and plenty of other gadgetry, in order to document for the masses their search for happiness.

http://www.expedition206.com

Case: Coca-Cola - Happiness Ambassadors

53 percent of advocates(vs 33 percent for consumers) want to

be recognized as an individual.

Deloitte study

Support their creative conversation

We have a disaster on our hands!

Do brands monitor their reputation today?*

*Source: 2008 WebKnow Study, Cologne University

http://www.youtube.com/watch?v=t8XxcOj3Seo

Case: Kryptonite - Consumer in control

http://www.youtube.com/watch?v=5YGc4zOqozo&feature=fvst

Case: United Airlines - Break Guitars

Checklist OFFER: Fun Experience Added Value Collaboration Participation Dialogue

Do you react to negative comments?*

*Source: 2008 WebKnow Study, Cologne University

Case: Toyota - Boosted Conversations

They turned up the volume of their response level and created a social media war room that’s staffed with 6 to 8 responders during the crisis.

Toyota case: Some Facts

http://www.toyotaconversations.com/http://ad-tech.blogs.imediaconnection.com/2010/03/30/370/

“ROI is certainly important to us in the long run, however we don’t plan to wait to define it before advancing initiatives we know are important. Over time we will definitely evaluate our efforts in order to determine how they are impacting key metrics. Those results will become the new benchmarks for future initiatives, and ultimately the foundation for measuring ROI.”

In the first 5 days, over a million people viewed the Digg Dialogg video interview with president, Jim Lentz:

“Some of our models, such as Prius, have entrenched communities of enthusiasts with whom we engage, as they’re

authentic brand advocates.”

Ooops ...We forgot to talk about your most valuable

brand influencers

… as many companies tend to forget. Big mistake, sorry!

Your employees!The most overlooked segment of potential

brand building are your employees!

They are out there in the world interacting with people every day

(Ogilvy & Mather)

Brand Advocates:They like to convert peersOften as well Innovators (2%) & Early Adopters (13%)

Brand Ambassadors:Paid employees or receive kind of

financial award to promote a brand

They express their love for your brand to others (but are not trying to convert others, typically Facebook Fans)

Customers as Brand Advocates

Case Best Buy - Twelpforce

Case: Twelpforce (Best Buy)

We found our Ambassador... hope you have too!

7. When Social meets Mobile

What is makes Mobile so special?

QUESTION: Can you please show your mobile?

1. Mobile is personal

2. Mobile is always carried – the world in my pocket

3. Mobile is always on

4. Mobile has a built in payment mechanism

5. Mobile is there at the point of creative impulse (instant)

Mobile app for Smirnoff

bit.ly/smirnoffapp

What’s the sum of Social + Mobile + Loyalty?

Loyalty

Mobile Social

8. Location BasedMarketing

It’s all about relevance

Case – Starbucks: Mayor discounts & Barista badge

€ StarbucksBarista badge

The boom today: Location Based Services

• People- and business-driven• De-centralized models• Bottom-up• Rich experience• Relationship, engagement, loyalty• Social• Incentive-based (badges, coupons, ...)

Case Thomas Cook – Location Based Service

• World Travel Conference• 2000 attendees

• How to interact with attendees?• How to manage?• Fast and efficient

• Welcome messages• Timed announcements• Departure messages

• 4 interactive zones• Targeted announcements• Real Time Statistics => adaptations

Case: The Coca Cola Village

9. Contextual

Marketing

First steps into Contextual Marketing(Analyzing my personal Tweets)

Case 8/Meet the VOLKSWAGENS

First steps into Contextual Marketing(Authorization to Analyze my Facebook profile)

First steps into Contextual Marketing(Analyzing my personal Facebook profile)

Great! They found me an Economical & Tech-savvy car...Contextual Marketing : Agreed! It’s still experimental … But ... just imagine the possibilities!

10. Let’s get started right now!

InteractionLow

InteractionHigh

Interaction

HighControl

Lowcontrol

engage

1.0 2.0

empower

publish .print.TV

.radio.direct marketing

.online media campaign

.email marketing

.social bookmarking

.facebook.blog

.microblog

.podcast

listen

dialogue

Attention spanLowAttention

HighAttention

.reputation management

2 weeks 2 months 2 years

.website

12 months

.hire conversation Manager

.magazine.folder

LBi’s Social Media Roadmap

.surveys

.testimonials

.1:1 lab

.1:1 marketing

.1:1 emails

.1:1 booklets

.enriched profiles

.loyalty program

.shared experiences

.personalized folders.visual DNA

.brand advocates

.monitoring

.twitter.employees

.crowd sourcing

Case: Starbucks Idea - Innovate

http://www.youtube.com/watch?v=CwYxuV2dVzwhttp://mystarbucksidea.force.com/ideaHome

Case: CISCO – ASR900

http://www.youtube.com/watch?v=90W5hWsYV3Q&feauture=player_embedded

Case: IBM – The Art of Sale

http://www.youtube.com/watch?v=90W5hWsYV3Q&feauture=player_embedded

1. Start with social media in a very early stage (Listen)

2. Locate your target groups

3. Locate the SM believers within your company (employees)

4. Locate the Brand Ambassadors (employees)

5. Locate Brand Advocates (Consumers)

6. Get support/buy-in from management

7. Check your organisation & processes (SM Guidelines)

8. Define your marketing objective + KPI’s (Awareness, Fidelisation, ...)

9. Set up more professional Monitoring of your MicroSegments

10. Allocate time, resources and budget

10 Social Media Guidelines (Phase1:Basic)

Start early!

So you can …

fail sooner

Social media shouldn’t be

100% of 1 person’s job,

but 1% of 100 people’s jobs

Once you are ready to ENGAGE & EMPOWER

1. Analyse your listening & monitoring results

2. Build a strategy & roadmap based on the objective/microsegment

3. Build a presence on the main application of your targetgroup

4. Pick up user generated stories

5. Create Added Value content, applications or widgets

6. Boost these stories through communities & networks

7. Empower Brand Ambassadors (Employees)

8. Empower Brand Advocates (Consumers)

9. Consistent 360 degrees presence (Perfect Media Mix)

10. It’s not about you, it’s about them!

10 Social Media Guidelines (Phase2:Advanced)

MonitoringMeasuring the Impact

1. Listen

• Many free tools

•Aggregate brand mentions in open content sources, e.g.

• Blogs and forums

• Tweets

• News feeds

• Requires time, resources and patience, due to the manual work associated to it

Microblogging

Aggregators

http://www.socialmention.com

Monitor & Find Common Ground

2. Monitor

• To listen actively, report and analyse

• Measure results, changes and trends

• Identify potential crises

• Enterprise tools specialise in tracking and measurement

• Identify where your target groups are

• Learn their language

Measuring Influence

Influence

Awareness

EngagementSeed and monitor content on influential destinations

Measuring Awareness

Influence

Awareness

Engagement

Calculate reach and click-through performance for each source using a combination of tools

Example: Facebook Insights

Measuring Engagement

Influence

Awareness

Engagement

Leverage existing campaign analysis capabilities

Set up a Dashboard (1/2)

1. To promote their 2009 summer campaign, Cirque du Soleil fully relied

on social media.

2. They listened to their community and used the learned insights to

build excitement for future shows.

3. Fans and followers were given exclusive content and special discounts.

Case: Cirque du Soleil – Getting insights

Set up a Dashboard (2/2)

3. Engage• Set up a conversation team

• Set up conversation guidelines

• Microsegment

• Define your objectives

• Different strategies/segment

• Define action and reaction based on the analysis of data

• Respond on questions and complaints

• Use customer insight for improvement and innovation

• Adapt your roadmap

www.twitter.com/LBi_Belgium

www.lbigroup.be

1. The Power of Brand Advocates http://www.slideshare.net/aslabinck/the-power-of-brand-advocates

2. Social Media in Practice http://www.slideshare.net/aslabinck/social-media-in-practice-day-to-day-examples

3. Conversational Marketing: an Introduction http://www.slideshare.net/aslabinck/conversational-marketing-an-introduction

4. Conversation manager: why you need onehttp://www.slideshare.net/aslabinck/conversation-manager-why-you-need-one

Some other presentations that might interest you :

It’s up to you to judge if this

presentation was ...

Authentic

Relevant

Positive

Honest

Trustworthy

But I certainly hope that you appreciated ...

Dialogue

Sharing

Partipation

And that it brought to you

Added Value

Marketing is alive!

Let’s start the conversation…

LBi Belgium

www.lbigroup.be

www.twitter.com/LBi_Belgium

Antony Slabinck

antony.slabinck@lbigroup.be

www.twitter.com/antonyslabinck

Backup slides - B2B cases (often protected extranets or not always visually inspiring)

Kinaxis is a supply chain management company and used a range of social media tools to effectively raise awareness of their services. They decided to take a humorous approach to their campaign, such as their video series ‘Suitemates, The Late Night Supply Chain Show’ and their blog, ‘The 21st Century Supply Chain blog’.

B2B Case: KINAXIS – Blog

http://blog.kinaxis.com/

Their integrated social media campaign combines video, blogging, LinkedIn, Twitter and online communities to combine their fun approach with a real business focus. Kinaxis claim they received 42,000 leads from the initiative and a 2.7% increase in traffic to their site.

B2B Case: Dymo – Dealer Portal

http://www.dymoconnect.com

DYMO Corporation is the leading manufacturer of handheld label makers & label printers and wanted to build a direct & regular contact with their resellers.

They developed an extranet based dealer portal using different Loyalty & Social functionalities.

Main focus is on creating real added value for the resellers through providing all Marketing & Campaign Materials, very easy E-Learning Modules, linking the monthly sales out data with a Loyalty Program & internal competition.

CREE, manufacturer of LED technology developed a microsite: “Cree LED revolution”. The site features competitions for users, Facebook & Twitter integration and the company blog. The user generated content section ‘cry for help’ features users who submit photos of their poorly lit working and living environments. Cree then select a monthly winner who wins free lighting. The microsite design shows how Cree are approaching this.

B2B Case: CREE – Website, Facebook, ...

http://www.creeledrevolution.com/ https://www.facebook.com/CreeLEDRevolution

Despite being a B2B brand, the site has none of the expected corporate look and feel and just looks like a fun place to hang out, while being branded all the time of course. Their Facebook page became very active and engaged, commenting and Liking on posts. The photo contest section on their site is a great example of how they’ve opened up the community and are raising awareness of their product to new audiences.

Ernst & Young invested in a new method for recruitment, turning to Facebook with the launch of their Ernst & Young Careers page. Facebook was the ideal platform for this, as the recruitment initiative was primarily aimed at college students, who are arguably the most proficient and active Facebook users. They’ve amassed an impressive 66.000 Likes on the page since it was started. Attracting new employees through a platform that resonates with them instead of trying to attract people to their website through a traditional ad campaign.

B2B Case: Ernst & Young – Facebook

https://www.facebook.com/ernstandyoungcareers

SCANIA wanted to look at what they could offer their consumers in a branded online space. Their social newsroom features original content focused within their industry. Different types of content, including a blog and an embedded Flickr gallery, gives something to their users that you wouldn’t normally expect from a company of their type or industry.

Based on how people are discovering content nowadays, by offering a completely social experience.

B2B Case: SCANIA – Social Newsroom

http://www.scanianewsroom.com/

Accenture focused on building out their LinkedIn group to run their recruitment campaign.

They focused initially on building up their company LinkedIn group to amass over 6.800 members in what became a very active community. This has grown to generate subgroups which are represented by different specialists within Accenture. Their LinkedIn activity has resulted in employments for the business.

B2B Case: Accenture – Linkedin Group

http://www.linkedin.com/groups?about=&gid=2301607&trk=anet_ug_grppro

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