hello Michael Bird Chief Revenue Officer @NetProspex Ben Grossman Communications Strategist @BenGrossman B2B Social Media Agenda: The state of B2B Social Media Examples Actionable Tips Questions The State of B2B Social Media Marketing's doing it... ...and spending more $ on it in B2B Social Media Spend by 2014 490% Increase How social are the individuals within B2B companies? Social Business Report businesspeople analyzed 12,000,000 Source: NetProspex database Social Business Cities Social Industries Social Companies 15.8 million #1 company: # of Twitter followers of all the New York Times’ journalists combined. Source: Arthur Sulzberger Jr. Chairman of the New York Times Company "Someone tweets a link to a New York Times story once every 4 seconds" - Jacob Harris New York Times Social Jobs So.. what do businesspeople do with Social Media? Source: Forrester reason cited by US workers for using social tools for business purposes was to acquire knowledge and ask questions from a community #1 Source: IDC State of Social Business '10 2. RESEARCH before making purchase decisions 3. Find SOLUTIONS to problems 4. Grow their professional NETWORKS Ex: LinkedIn Answers Ex: FOCUS.com Examples of B2B Social Media #1: American Express Builds a Community for SMBs "OPENForum.com enables small-business owners to communicate and share ideas with one another." Over 1 million monthly unique visitors. 51,000+ Twitter followers 219,000+ Facebook Fans >9,000 OPEN cardmembers with profiles on OPENForum.com. - Jason Rudman Content & development, OPENForum #2 Hubspot Attracts Leads with Educational Content 47,000 + 135,000+ 42,000+ blog subscribers Facebook fans Twitter followers #3 UPS Supports Campaign with Content & Social Convo's #4 Cisco's Social Product Launch generates 90 x results and saves $100,000 Full-time Director of Social Media Marketing Blogs: 22 external, 475,000 views/quarter Twitter: 108 Cisco feeds with 2 million followers Facebook: 79 groups with 100,000 fans YouTube: 300+ channels, 2,000+ videos, 4 million views Second Life: 150,000 visitors, 50+ events Flickr: 300+ photos, 400,000 views Cisco Social Media Stats: Created social game to augment launch More than 20,000 network engineers played a 3D game, wherein they “defended the network” with an Aggregated Services Router. Research shows that 17% to 18% of IT professionals play games online every day. more attendees than past launches gallons of gas saved without travel saved. Used virtual, social event to launch a new product: Their "Aggregated Services Router" 3 month launch included: Second life Videos on YouTube Video Conferencing Mobile interaction Facebook group Social Media Widget Blogs Online forum 90 x 42,000 $100,000 Results of the "social product launch": #5 IBM Uncovers Millions of Dollars Worth of Sales Leads with Social Media So... what can you do? 5 tips 1. Research Forrester Technographics Tool Tells you how target audiences are using social media. NetProspex Social Business Report Clues you in to certain job functions/industries using social media. Do this tomorrow: Find your top 10 customers and top 10 prospects, and research their social activity. 2. Set Objectives Brand awareness? Research? Lead Generation? Do this tomorrow: Start with your goals for the next quarter/year, and brainstorm social media as a TOOL to help you achieve them. (Don't just do it because all the cool kids are....) 3. Be social throughout your organization. You might need a social media handbook. There are lots of examples online. Take the social media out of marketing. Leverage your employees as brand advocates. Do this tomorrow: Find your employees on LinkedIn and read their description of your company. Do they match? Are they representing your brand correctly? 4. Empower your team with tools, training & content Don't know where to start with content? Search for Eloqua's Content Grid Just like sales training. Only... more social Do this tomorrow: Take a piece of current content, publish it online, and encourage your employees to share across their social networks. 5. Execute, Optimize, and Measure Good news: you can track almost everything in social media. Track results and optimize at each stage of the game. Do this tomorrow: Start. Just do it. Bring it down to a powerful ROI that your business can't argue with. Thank you. Any questions? Michael Bird Chief Revenue Officer @NetProspex Ben Grossman Communications Strategist @BenGrossman A social sales force: Profiles Content feeds "Listening for Leads"