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Is Social Media Relevant to B2B Marketing?

Is Social Media Relevant to B2B Marketing?. Welwyn and Hatfield Chamber of Commerce AGM 28 th September 2011 Presentation by Nick Brown Chairman of Evolve Relationship Marketing Ltd. Is Social Media Relevant to B2B.

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Is Social Media Relevant to B2B Marketing?

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  1. Is Social Media Relevant to B2B Marketing? Welwyn and Hatfield Chamber of Commerce AGM 28th September 2011 Presentation by Nick Brown Chairman of Evolve Relationship Marketing Ltd

  2. Is Social Media Relevant to B2B • Peter Brooks has kindly asked me to talk about Social Media, specifically it’s relevance in B2B communications. • The Short answer is that it is working well for businesses operating in the Social Spaces such as Sport, Fashion and Travel. • We all like to chat about our favourite team or where we went on holiday. • Is it generating cash? Absolutely Yes it is.

  3. Is Social Media Relevant to B2B? • So the Short answer is YES, but you have to be careful • We only have 20 Minutes so this is the whistle stop tour • Slides of this presentation are available from our Social Marketing Website www.careabout.co.uk

  4. Our Background • My team and I have built Marketing Databases for:- • Avis Fleet • Army Recruiting Group • Oxfam Publishing • Government Computing • LeaseholdersUnited, to name a few • We have also handled database marketing campaigns for:- • Gatwick Airport • Abbey National • BSkyB • Alitalia etc etc.

  5. Today we are going to look at:- • How is Social Media changing the Communications Mix? • Why Does this Matter? • How do we engage with and implement a Social Media Strategy?

  6. The Change in the Communications Mix • The Brand owners used to control Communications • The Right Message • To the Right People • At the Right Time • They Chose the Media • TV • Press • Direct Mail • E Mail • They still do, however, and it is a big however

  7. The Change in the Communications Mix • Traditional communications are about building trust • That trust has in many cases been breeched • People simply do not trust big brands any more • From the Banks to the Utility Companies, we no longer trust the experts • In fact we would rather trust some bloke from Wisconsin that we have never met before because he rides the same type of motor cycle • That is, he speaks my language, he won’t patronise me, he won’t try to rip me off with small print, he will tell it like it is

  8. The Change in the Communications Mix • It is this Breach of Trust, combined with customer access to their own Media, namely The Internet, that has driven this “Control Shift” • That is to say, Control over the buying process has shifted from the Brand to the Community in a significant manner

  9. Why does this “Control Shift” matter? • Historically it has always been easy to get the Right Message to the Right People. It is the Right Time bit that can be tricky. It is all about staying front of mind • If your customers are out there chatting away about you in a favourable manner and asking each other who they recommend, then they are doing your job for you • This can be incredibly powerful • It can also speed up the Process of Building Trust, because you are piggybacking on the communities trust for each other.

  10. Why does this “Control Shift” matter? • This is the real power of Social Media. It can really speed up the trust building process • 16% of UK retail sales are now online, and are supplied by brands that were not in business 5 years ago • Austin Reed’s Regent Street Store has been bought by a Social Media Brand • Consider Red Bull in Formula One

  11. Why does this “Control Shift” matter? • Social media can be like your own little nuclear reactor generating warm feelings about your Brand. It is very powerful • The Trust is community based, breach the trust and the whole community will turn against you. Breach that Trust and it WILL blow up in your face. • Sony, GAP, News International (Social Media Fuelled by Traditional Media)

  12. Implementing a Social Media Strategy • Rule Number One is TRUST • The promises you make to your customers must be matched by the Customer Experience • In other words you need to think very carefully about your marketing strategy and your Loyalty Campaigns • How do you Measure and Reward those people that support your brand. If you don’t know, this is where to start

  13. Implementing a Social Media StrategySee www.customer-relations.co.uk

  14. Implementing a Social Media Strategy • Rule Number Two is about Identifying Influencers • Ideally these Influencers should come from your database marketing activity Loyalty Campaigns • Rule Number Three is about giving your Influencers something to talk about • Remember “Control Shift”, this is about inviting potential customers to experience your brand prior to purchase, and giving them something useful to tell their mates about. How do you reward Loyalty? • This needs to be in place prior to starting your communications

  15. Traditional Communications Social Media TV Facebook Press Linked In Builds Awareness and Trust Radio Twitter Direct Mail E mail Right Message Relevance Defines Itself See What Right People Target Market Self Selects See Who Front of Mind Right Time Social Debate On going

  16. Implementing a Social Media Strategy • Use Traditional Media to drive traffic into your website • Structure your website to identify areas of interest, a page for each product group etc. • Provide a reward on each page • Capture which Reward they selected • Structure Marketing Database Accordingly • Target Future communications on that basis • Understand your Customer Needs to Target Market mapping • Identify influencers for each target market

  17. Implementing a Social Media Strategy • Use Social Media to see where your influencers are holding their discussions • Set up your own Blog and invite participation • Listen to what your Influencers are saying, adjust your messages accordingly • eVolve your relationship with the Influencers • Help your Influencers build your business for you

  18. Implementing a Social Media Strategy

  19. Costs • You can run these types of Campaigns for the price of a good secretary Say £15 to £20k per annum • You can practice with all of the necessary software on www.careabout.co.uk Free of Charge • Build a Website • Send out emails • Payment processing • Document management • Event management • Surveys etcetc

  20. Next Step • If you want to find out more go to www.careabout.co.uk for tutorials, training videos, and case studies • If you would like to find out a bit more about how to get little Nuclear Reactor powering your business get in touch on 01707 373700 or nick@e-rm.org • Also see http://www.careabout.co.uk/training/Social%20Media.evpx Any Questions? Tudor Williams Case Study?

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