sap webinar: integrating social media into the mktg mix
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© 2010 SAP AG. All rights reserved.
Ilona Hitel @ilonah Chief Content Officer CleverTouch
Integrating social media into the overall marketing mix
© 2010 SAP AG. All rights reserved.
Think integration: outbound & inbound marketing, social media & PR
© 2010 SAP AG. All rights reserved.
Why?
69% of B2B organisations are increasing marketing budgets for inbound marketing tactics including social media
100% Fortune 500 Company’s executives using LinkedIn. 50% LinkedIn’s users are decision makers in their company
Forrester predicts B2B interactive marketing spending to reach $4.8 billion by 2014 – almost double 2009
A business that blogs gets 55% more visitors than a business that doesn’t
Media use is changing, people are connecting, sharing, buying and consuming media in real time across multiple devices
© 2010 SAP AG. All rights reserved.
Top reasons companies invest in social media for PR purposes
1. Customer support/’listening’
2. Crisis management
3. HR & Recruitment
4. Brand (influencers expect you to ‘be there’)
5. Market research / feedback
6. Lead development
© 2010 SAP AG. All rights reserved.
Social and Search …
90% or more of people begin their purchasing process in search engines
Blogs and social media make it more likely that your prospects will find you online when they
search.
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So what does Social Media mean to B2B marketers?
It’s about getting your content found online …
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Think content.…think critical business asset. It is one.
Tells your company storiesAnswers questionsInspiresSimplifies complex ideasInfluencesEntertainsReinforces beliefsBuilds communityInflames passionBuilds or damages trust
It’s a way of thinking
© 2010 SAP AG. All rights reserved.
Transparency, give something away
Recognised by the Forrester 2010 Groundswell awards
35,000 views & downloads, 12,000 visitors to blogs
© 2010 SAP AG. All rights reserved.
And you will in turn sell
Recognised by the Forrester 2010 Groundswell awards
© 2010 SAP AG. All rights reserved.
Add value - be safe / educate and still get results
#CTtip 1-100
© 2010 SAP AG. All rights reserved.
What are most b2b marketers doing?
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Which channels?
12
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Consider all channels
100m+ professional members……have your followers talk about you
Brilliant for SEO…45m visitors every month
…so post your presentations to Slideshare
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Consider all channels
Simplify and make the message entertaining, video is now accessible to SMBs…2bn videos are viewed everyday
200m+ users, news source, global barometer, networking group and drives traffic like no other channel
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Social media, measurement & ROI
Journo briefings per quarter
Press / online mentions
Website traffic and key search terms
Twitter and blog grading
Total mentions of co by channel
Sentiment monitoring
Benchmarking of followers
Topic cloud for all co mentions
Identification of prevalent commentators/influencers
Overall buzz
Overall sentiment
© 2010 SAP AG. All rights reserved.
Recommendations & conclusions for social media marketing
1. It starts with good content…create, re-use and re-use again
2. Answer questions and listen – don’t just promote
3. Don’t use a marketing tone – think of it as f2f interaction
4. Be honest and transparent
5. It needn’t be expensive, many tools are free
6. Think guidelines, not restrictions
7. AND it’s measurable, so set benchmarks
“the conversation is taking place, with or without you”
© 2010 SAP AG. All rights reserved.
And remember, we have neverhad reach like this before…
© 2010 SAP AG. All rights reserved.
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