B2B Marketing in a social media world

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Presentation given by Marc Keating, Head of Digital, IAS B2B Marketing at the 2011 How-Do B2B digital marketing forum. The presentation explores the future of B2B marketing, the impact of the digital native and the importance of content marketing as part of an integrated social and digital strategy.

Text of B2B Marketing in a social media world

  • B2B DIGITAL FORUMWELCOME TO THE ENTERTAINMENT BUSINESSBy Marc Keating @marckeating

  • the rules have changed forever

  • THE OLD WAY ISNT WORKING

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    THE WORLD OF THE B2B DIGITAL NATIVESource / Enquiro B2B report / The rise of the digital native

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    54% of iPad owners are over 45 and 71% use it between 7pm and 9pm

    Source / Seven / YouGov / How to engage with the iPad generation

  • THE NATIVE GAP

  • wheres your tipping point?

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    BY 2014, SOCIAL NETWORKING SERVICES WILL REPLACE E-MAIL AS THE PRIMARY VEHICLE FOR INTERPERSONAL COMMUNICATIONS FOR 20 PERCENT OF BUSINESS USERS.Source / Gartner / Five Social Software Predictions for 2010 and Beyond

  • FOLLOWERSFRIENDSMEMBERSThe contact database of the future!Rembrandt / The Nightwatch

  • PUSH / PULL

  • PUSH / PULL

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    THE RISE IN INBOUND MARKETINGSource / Google Insights / 2011Inbound searchesOutbound searches

  • stalking

  • talking

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    THE NEW BRAND DIALOGUE MODELSource / IASQ1Q2Q3Q4High impact campaigns (Paid)Push

  • the hunter has become the hunted

  • 93% OF B2B BUYERS USE SEARCH TO BEGIN THE BUYING PROCESS AND 37% POST QUESTIONS ON SOCIAL NETWORKING SITES WHEN LOOKING FOR SUGGESTIONS.

  • B2B PROSPECTS WANT:INSIGHTSKNOWLEDGESUPPORTIDEASHELP

  • content

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    CONTENT MARKETING IS ABOUT USING CONTENT TO CAPTURE, ENGAGE & NURTURE PROSPECTS, THROUGH THOUGHT LEADERSHIP WITHIN YOUR BRAND CATEGORY.

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    INBOUND USER JOURNEYSource / IASNew outletsEnablersNeed statesInitial discovery Research and validationReceiving informationSearchCommunitiesSocial feedsSOCIAL CHANNELSCONTENTEngagementBrand and marketing contact strategy

  • WELCOME TO THE ENTERTAINMENT BUSINESSRembrandt / The Nightwatch

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    WE ARE NOT IN THE BUSINESS OF SUPPORTING A MEDIA INDUSTRY, WE ARE IN THE BUSINESS OF CONNECTING WITH CUSTOMERSTrevor Edwards / Vice President, Global Brand and Category Management / Nike

  • tell a great story

  • //

    MAPPING THE PURCHASING TIMELINESource / IASAwareInterestedUnawareNeed identificationContent marketing > Web integration > Sales enablementBuild awareness of brand/campaign and drive traffic to Landing pagesEncourage users to interact with content and functionalityConversion of Web traffic in the form of leads, sales, registrationsSupporting information to nurture the prospects to become a customerTweetsBlogsArticlesWhitepaperE-bookPodcastWebinarCase studiesProduct demonstrationROI calculatorsDatasheetsQ&A

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    CONTENT ASSETSMULTIDIMENSIONAL CONTENT DISTRIBUTIONSource / IASBlogTweetsGroup topicAudiopodcastVideoInfographicWhite- paperSMPRSlidesCONTENT THEMEImagesIAS WEB SITEOff-line channel integration

  • //

    GOOGLE THEN AND NOWStatic Web page resultsSocial media results

  • Content distributed and sharedto branded channels/profilesVisitor behaviour tracking and campaign measurementXML feedSupport2.0ForumsBlogsWeb TVGooglenewsRSS feedsBranded widgetsPage viewContent pages tagged with relevant meta-dataProfilemanagerRegistrationIndustry newsUser profileAsk a question (live chat)DownloadBrochure requestMarketingReal-time profilingE-mailD-mailEventsOutdoorMicroBlogsSocialnetworksPhotositesVideo Web sitesFile sharingDisplayadsHomepageSegmented pagesBehavioraladsMobile(SMS)Ads(print)DirectURLLandingzonesPodcastsSocial Media PRBlogsSocialnetworksSocial adsCRMTriggeredE-mailsClientCRMUser goal reporting and page trackingEnquiry(Lead)BusinessappsCRMdashboardProfilemanagerActivitydashboardCampaignreportingLive synchronisationOrganic searchBlogIn-textadsPPCTriggeredE-mailsTriggeredE-mailsNurtureConvertUp sellEngagementWeb 2.0 and UGCMobileadsDigital PRPRCustom contentLive content feedsSegmented journeysSalesCustomersupportLandingpagesE-mail alertsCareersProductsOffice locatorFAQsPull contentArticlevotingAsk theexpertInformationWeb 2.0 and UGCAugmented reality3D modellingSearch optimisationOn-linesalesRSS feedsOn-linesalesSocialNetworkExtranetsContactsSubscriptionsReview and optimiseURLsMultivariate testingDynamic No generation

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    OUR OWN EXPERIENCE58 Flickr favourites, 4 comments6,405 Flickr views2,133 YouTube views8 Blog reviews2,103 Blog viewsGoogle page 1 rankings

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    KEY TAKEAWAYSThe customer and channels have changedEmbrace social within your businessEngage with content and experiencesThink multi search, channel and deviceStart today to own the new inbox

    Link to paper: http://www.b2bmarketing.net/resources/whitepaper-developing-content-marketing-strategy

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    Marketing in the future is like sex. Only the losers will have to pay for it!

    Source / Jon Bond / Kirshenbaum Bond

  • thank youE-mail: marc.keating@iasb2b.comWeb: iasb2b.comLinkedIn: http://uk.linkedin.com/in/marckeating

    *******************Content is nothing new weve been creating content for years in the form of proposals, seminars, datasheets, slidekits.

    But what has changed is that digital has given us better ways to tell our story.

    *Owning the category that your brand is in, not talking about product, its about issues.

    Why its so important is because content is going to define the way you are found in the search and social space.

    This is something we are doing with Siemens, weve repositioned them as the Business Technologists, now were developing a social and content strategy that enables them to own the Business Technology category by creating content relevant to issues like security and cloud.

    Business technology category in the making bus technologists positioning to own

    *Why is content so important?

    Weve discussed the new user journey.

    Starting at search Conversations with people or reading user generated content.Taking feeds on their terms

    You can only succeed here with social channelsYou can only succeed here with content this is where we really see the power of content.

    Content is going to power your marketing strategies. We have to give them what they want, but if we are going to get found, and they are going to choose our proposition, we have to give them something of value..

    *So this is what I meant at the start, this is where content gets exciting!

    ..and we have to create engaging experiences that deliver the message -

    The experience/conversation is now the message.

    Capture the first 20, seconds, next 20 minutes, next 2 hours***************