B2B Social MediaBest Practices & Next Steps

The State of B2B Social Media

• 31% Annual Growth Rate

• Business Alignment

• Lean & Agile

• B2B Benchmarking

• Challenges

Stages of Social Business Maturity

PLANNING PRESENCE ENGAGEMENT

FORMALIZED

STRATEGIC CONVERGED

Listen & Learn Establish Footprint Build Relationships Organize for ScaleBecoming a

Social BusinessBusiness is Social

basic customer expectation

differentiating brand experiences

Social Listening Best Practices

• Characteristics

• KPIs & Tools

ACTION ITEM:

• Move Beyond the Brand

– Customer Service, Product Development, HR

– Mitigating Risk

– Sales Engagement

XO Communications

Advanced Sentiment Analysis and PredictiveAnalytics provide Customer Intelligence

Bottom-Line Business Results:

23% decrease in customer churn within 18 months

Multi-million $$$ savings in 1st year of application

Increase revenue retention rate by 60%

Social Listening Case Study

Optimizing Value of Social Listening

Define specific objectives for listening

Select metrics based on business goals

Select [and evolve] a monitoring platform

Communicate results

Identify growth opportunities

Establishing Social Presence Best Practices

• Characteristics

• Benchmarks

• KPIs & Tools

ACTION ITEM:

• Tap into Influencer Marketing

Emerson Climate Technologies

Sub-Brand Loyalty PR Campaign

Bottom-Line Business Results:

Goal of 1,000 votes

135,000+ votes

Social referral traffic

Revenue exceeded projections

Establishing Social Presence Case Study

Optimizing Value of Establishing Presence

Upsell proof-of-concept results

Review alignment of metrics to business

objectives

Shareable content mastery

Establish governance, define boundaries

Community Engagement Best Practices

• Characteristics

• KPIs & Tools

Role in Consideration Phase of Purchasing

• Mind the Gap

• Content Bedrock 60%

of the sales cycle is over before a

buyer talks to your salesperson

Community Engagement Best Practices

ACTION ITEMS:

• Mature Content Strategy

– Solving Before Selling

– Reimagine, not Recycle

– Embrace Real-Time Marketing

• Master Social Conversion

social proof + strong ties = social conversion

Real-Time Marketing v Newsjacking

Community Engagement Case Study

Agilent Technologies

Integrated Lead Generation CampaignSophisticated Content Engagement Strategy

Bottom-Line Business Results:

Increased referral traffic

Significantly higher conversion rates

Measurable revenue attribution

Kinaxis

Mature Content Strategy

Bottom-Line Business Results:

2,534 registered community members, only 25% existing customers

3.2x increase in lead gen volume

35-40% of all leads come from web

Community Engagement Case Study

Optimizing Value of Engagement

Define rules and processes for engagement

Understand value creation

Internal PR for social maturation

Evaluate social ecosystem tools for scale

Ongoing audit and interventions

Management Reporting Best Practices

• Characteristics

• KPIs & Tools

ACTION ITEM:

• Start Dashboarding

Management Reporting Best Practices

RainBird Corporation

Dashboarding

Aggregating campaign data to enable agile campaign optimization

Bottom-Line Business Results:

Enabled quick business decisions

Improved reach

ROI optimization

Journey to Becoming a Social Enterprise

If you don’t get social integrated throughout your enterprise and infused in your culture ASAP, no other advice will matter.

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The Social and The Extinct

Ted Coine

The Forecast for Social Business

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Questions?