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Social Media for B2B Technology Marketers (originally presented to Cisco's SMB global marketing team.) More social media and marketing content at http://gregverdino.typepad.com.
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humans networking{connecting with small and medium businesses
through social media}
{who is this guy?}
{who is crayon?}
{who is crayon?}
“social media describes the online
technologies and practices that people use to
share opinions, insights, experiences, and
perspectives with each other. Social media can
take many different forms, including text,
images, audio, and video. Popular social
mediums include blogs, message boards,
podcasts, wikis, and vlogs.”
{wikipedia.org}
the people
{but the real point is}
it’s time to take a broader view
{when i say social media, is this what you picture?}
{by the numbers}
KnowledgeStorm / UniversalMcCann Emerging Media Series (July-Nov 2006)
{b2b decision makers participate in social media}
Podcasts
Social
Networks
Wikis
Blogs
Video
80%
90%
69%
53%
yes
Do you participate in any of the following social media channels?
80%
For podcasts yes includes once/a few times/frequently responses; for all other
media yes includes monthly/weekly/daily responses
according to a KnowledgeStorm study of b2b technology decision makers
KnowledgeStorm / UniversalMcCann Emerging Media Series (July-Nov 2006)
{social media influence b2b purchase decisions}
Podcasts
Wikis
Blogs
Video
53.6%
57.3%
52.2%
26.5%
yes
Among those that participate in each social channel – does the content
they access influence their business-related purchase decisions?
Forrester: “B2B Marketing Needs a Makeover – Now” (Aug 2006)
20%
22%
24%
28%
37%
59%
62%
70%
72%
73%
74%
77%
78%
91%
89%
87%
Radio
TV advertising
Outdoor media
Rich media ads or Internet video
Emerging online tactics
Search marketing
Online display ads (banners, pop-ups)
Inside sales/telemarketing
Webinars
Sponsorship
Executive seminars and events
Print advertising
Direct mail
Public relations
Trade show s
B2B Marketing Budget Allocation % of B2B Marketers Changing their
Budgeting Allocation on Emerging Channels
3%
72%
25%
Budget
Decrease
No Change
Budget
Increase
Emerging Online Tactics include Podcasts, RSS and Blogs The growth represents a change in the annual
marketing budget from 2005 to 2006
B2B Marketing Budget Allocation
73%
{b2b marketers are shifting spend}according to a Forrester survey of b2b marketers
it’s time for b2b marketers to shift from
communication to conversation
let’s get down to business
community
dialogue
partnership
{the three pillars of conversational marketing}
community
dialogue
partnership
communities of interest vscommunities of practice
{communities of interest}
{communities of practice}
KnowledgeStorm / UniversalMcCann Emerging Media Series (July-Nov 2006)
{b2b buyers see the value of business networking}
69% use social
networks “primarily for
business networking
and development”
and consistently cite
6 “best uses”
{networks of practice: getting smaller}
{networks of practice: going global}
{virtual networks of practice}
community
dialogue
partnership
talking aboutthey’re you
“I hate Cisco with the white-hot intensity
of a thousand schoolgirls sizing up the latest bimbette
that their current teen heartthrob crush is dating.”
“Ah, maybe I am prejudiced because I love Cisco stuff…”
http://flickr.com/photos/davewavehm/287002178/
{the conversation gap}
community
dialogue
partnership
{partnership in action}
{measurement}
{measuring your return on innovation}
{what you can measure}
total time spent on the site
level of active participation
number of unique users
returning versus new readers
referring source statistics
links from other sites
google pagerank
volume of google natural search results
impressions
click throughs or inbound inquiries
conversions or sales
etc
{what you should measure}
did I design my social media program to
accomplish specific conversation objectives,
and did it deliver against those objectives?
{getting started}
whatbeforehow
{the principle of . . .}
Tap the
Wisdom of
Customers
Customers
Helping
Customers
Engage
Prospects
Through
Customer Evangelism
Share Your
Expertise
Social
Network
Podcast
Blog
Wiki
{no blog / wiki / podcast / forum / etc is an island}
{questions answers}
{greg verdino}
chief strategy officer
crayon
www.crayonville.com
gregverdino.typepad.com
{mobile} 631.747.1451
{skype} gregverdino
{second life} jiggy stardust