Social Media for B2B - 2013 PRSA Digital Impact Conference

Social Media for B2B

What Works – and What Doesn’t – In The Tech Sector

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David Smith

Creative Director, McClenahan [email protected]@davidtweets

McClenahan Bruer, or McBru to our friends, is a full-service, integrated tech B2B marketing agency. It’s all we do, so we do it extremely well. We sharpen strategy. We build, deploy and ride herd on programs. We scrutinize results to build a springboard to even better results.

Strategy + creativity + innovation. That’s how we add up.

www.mcbru.com

mailto:[email protected]

3@davidtweets at #PRSADIconf

Social Media for Tech B2B Buyers

oWHAT DO THEY WANT?• Tech B2B content needs

oHOW SHOULD YOU ENGAGE WITH THEM?• Tools and tactics to address the needs

oWHAT SHOULD HAPPEN?• Defining analytics, goals and KPIs

@davidtweets at #PRSADIconf

B2C vs. B2B

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Social contact

Awareness Intent Action Satisfaction

Special today One decision maker

Seconds, minutes, days

B2C

Find out more

Many influencers and decision makersDays, weeks, months

B2B


Why join the conversation early?

Digital Evolution of B2B Marketing, CEB 2012

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We’re in the information business.

Be in the right place

At the right time

With the right information.


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What do tech B2B professionals want?

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Don’t market to me


Tech pros look to other tech pros

UBM Tech Mind of the Engineer, North America, 2012


Tech B2B turning to social media

UBM Tech Mind of the Engineer, North America, 2012


B2B buyers are searching for information

The Demand Gen 2012 “Inside The Mind Of the B2B Buyer” Survey

72% research solution purchase

54%follow discussions to learn more about a topic

24%connected to topic thought leaders


What B2B buyers want via social media

IDG Echo Effect Study, 2012

#1. Respond to questions#2. Resolve issues#3. Provide specs#4. Share reviews/rankings#5. Let them review products#6. Take their feedback and opinions


B2B buyers want lots of information

2013 B2B Content Preferences Survey, Demand Gen Report

“When asked about overall value, three formats stand out in 2013: white papers, E-books and webinars.”


Ask them what they want


B2B audiences like video


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How should you engage with them?


Tech B2B pros favor LinkedIn

Google+

Twitter

Facebook

LinkedIn

0%10%

20%30%

40%50%

60%

40%

53%

46%

26%

11%

11%

14%

23%

Use All The Time For Work

Never Use For Work

IDG Connect, based on Global IT and Business Respondents

“LinkedIn and YouTube are the most popular social networking services [for engineers].” - UBM Tech Mind of the Engineer, 2012


B2B marketers use LI, FB, Twitter

Content Marketing Institute and MarketingProfs, 2012


Build a network of tech B2B stars

YOUR CUSTOMERS

YOUR PROSPECTS

YOUR COWORKERS

YOUR BUSINESS PARTNERS

YOUR COMPETITORS

NOW, WHAT ABOUT THE REST OF THE WORLD? FIND THE TOP INFLUENCERS WITH TOOLS: LITTLE BIRD, TELLAGENCE, ETC.

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Example: Little Bird

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Let’s give them something to talk about

IDG 2013 Tech B2B Lead Generation Report


Content that B2B marketers offer

Top TacticsSocial media (other than blogs)

Articles on own websiteeNewsletters

Blogs

Important TacticsCase studies

VideosArticles on other websites

In Person EventsWhite Papers

2013 Content Marketing Benchmarks, CMI and MarketingProfs


Monitor what works and do more

oGOO.GLoBIT.LYoGOOGLE

ANALYTICSoSPROUToRADIAN6oETC.


B2B buyers share content

2013 B2B Content Preferences Survey, Demand Gen Report


Facilitate “peer power”

“The primary barrier to finding credible information is ITDMs’ perception of vendor bias. Not surprisingly, they rely on more trusted sources—friends, business colleagues, and other people in their personal and professional networks—to help them cut through the clutter and gather what they see as trustworthy quality information.

These decision-makers also use social media to share the content they find valuable.”

Connecting the Dots Between Content and Sales, IDG Enterprise


Help buyers find answers and each other

McClenahanBruer.Tumblr.com


A high-quality peer-peer network


Encourage conversation with content


Let the conversation evolve

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What should happen?


Measuring impact

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ReachImpressions

Brand awareness study

DemosContactsLeads

Demo accountsSales

SurveysRepeat sales

Social contact

Awareness Intent Action Satisfaction

ViewsLikesFollowersRTs

CommentsSurvey resultsTrends

DemosContactsLeads

Demo accountsSales

SurveysSentimentCommentsRecommend’s

Built-in tools (FB insights)Social media monitoring tools (MOZ Analytics, Sprout, etc.)

DashboardsMonitoring toolsGoogle AnalyticsSurvey tools

Google AnalyticsMarketing automationCRM

Marketing automationCRMSales

Monitoring toolsSurvey tools

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Objective Definition Q113 Goal Q113 Actual Q213 Goal Q213 QTD

Actual 2013 Goal Q313 Q413

Social Media

CommunityAggregate of new and unique members/followers/subscribers/fans/visitors across all Product and Personal channels 650 649 500 609 1200 300 500

Broadcast

Aggregate of total impressions (potential views) across all Product and Personal channels 5000 4,526 5000 215,000 23,500 6500 7000

EngagementAggregate of individual social interactions (RTs, @mentions, shares, comments, likes, +1s and link clicks) 1000 1,171 1200 1630 5200 1400 1600

InfluencePersonal brand Goal is based on Personal Klout Score 48 46 50 48 55 52 55

Example scorecard for social contacts

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Another example dashboard

blog.gleanster.com

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Trending performance

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Relative performance

Key dedacted

Key dedacted


Absolute performance

60%Revenue increase2012, N.A.


Outputs vs outcomes

Tactic Output OutcomeBlog 2X weekly Page views

CommentsRequests

Twitter 2-4 interactions/day New followersRTsClicks to landing page

LinkedIn 2X weekly CommentsFollowers

YouTube As soon as available (at least 1 mo)

ViewsCommentsClicks to site

Slideshare As soon as available (at least 1/mo)

ViewsDownloadsLeads

Google+ 2X weekly +1sCommentsFollowers

KPIs


Planning for outputs

oEDITORIAL CALENDARo+ EVENTSo+ PARTNER AND CUSTOMER ACTIVITYo+ INDUSTRY NEWS AND EVENTSo+ CHARITABLE CAUSES, PERSONNEL NEWS…oMIX IT UP – PROMOTION, THANKS, ENGAGEMENT

oSOCIAL MEDIA IS “PEOPLE TO PEOPLE”


Being Social Pays Off



Start With a Social Media 360

Assess

Analyze

Recommend

Social Media for B2B

What Works – and What Doesn’t – In The

Tech Sector

David Smith, [email protected]

@davidtweets