Creating a Social Business for B2B Companies
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The document analyzes the decline in traditional print media circulation and the rise of digital platforms, highlighting statistics on social media use and the need for businesses to adapt their marketing strategies. It emphasizes the importance of understanding online engagement and the need for clear social media objectives. Additionally, it provides insights on measuring the return on investment (ROI) for digital marketing efforts, suggesting that quantifying impacts leads to more effective strategies.
Creating a Social Business for B2B Companies
- 1. Creating a Social Organization Paul Gillin Author: The New Influencers Secrets of Social Media Marketing Social Marketing to the Business Customer
- 2. ClickMedia in Collapse style The to edit Master title US Newspaper Business Average age of US daily newspaper 70,000 reader: 57 Circulation (000) 60,000 Reduction in US newsroom staffs 50,000 Revenues since 2001: 45% 40,000 30,000 US Magazine Circulation 20,000 2001 2009 Change 10,000 Woman’s Day 1.61M 410,000 -74% 0 1994 1997 2000 2003 2006 2009 Redbook 556,300 154,600 -72% Playboy 522,800 203,200 -71% Country Living 380,200 134,900 -64% Growth in NBC prime time Nati Enquirer 1.65M 591,300 -64% audience, 2008: -14.3% Reader’s Digest 750,000 270,000 -64% Age of average network evening ESPN Magazine 54,350 25,200 -63% news viewer: 63 Twitter: @pgillin
- 3. New Media Facts Click to edit Master title style 152 million - Number of blogs on the Internet. 100 million - New Twitter accounts 25 billion – Number of tweets sent 600 million - Facebook members at end of year. 750 million - Facebook members today 30 billion – Items shared on Facebook per month. 48 – Hours of video uploaded to YouTube every minute. 3 billion – YouTube views per day 38,000 – Google searches per second 100 – Percentage growth in over-55 Facebook users, last 12 months 79.3 – Percentage of LinkedIn users *Source: Marketing Sherpa: How Business- over age 24 to-Business Buyers Use Search Twitter: @pgillin
- 4. The New edit Master title style Click to Media Landscape Marathon I can't find my Shared bread schedule good black pudding w/ http://bit.ly pants. @skydiver at /waCMc Mother's. My life is now complete. I'm at Palm Beach I'm at Palm Beach International Airport International Airport (PBI, West Palm (PBI, West Palm Beach). Beach). Best press http://4sq.com/4GeLz0 http://4sq.com/4GeLz0 photos of 2009 http://om.ly/f How to Write a NhW 1 Minute Video Marketing Script http://ow.ly/17x JE Comparing Top Comparing Top Chef Masters Chef Masters How To Get Well Restaurants Restaurants Prepared For The #topchef #topchef Website Creation. http://is.gd/8q4hN http://is.gd/8q4hN http://bit.ly/aTitVC Twitter: @pgillin
- 5. Click to edit Master title style Influence Inversion Twitter: @pgillin
- 6. Click One Guy Just to edit Master title style Estimated monthly visitors: 73,000 Google Indexed pages: 5,970 Alexa ranking: Top .15% Linking domains: 13,085 Twitter followers: 7,336 New York Times citations: 338 Computerworld citations: 360 InformationWeek citations: 169 Newsletter subscribers: 150,000 Twitter: @pgillin
- 7. ClickNew Financial Influencers The to edit Master title style Twitter: @pgillin
- 8. Click to edit Master title style Where You Gonna Stay? Twitter: @pgillin
- 9. Click Can BeMaster title style This to edit a Problem… Twitter: @pgillin
- 10. Glass Houses Click to edit Master title style Glassdoor.com (left) enables employees to review their employer and swap salary information The Consumerist (below) posts complaints from consumers. It gets 1M visits/month and is owned by Consumers Union Twitter: @pgillin
- 11. …Or An Opportunity Click to edit Master title style Twitter: @pgillin
- 12. Where You Gonna Stay?style Click to edit Master title Twitter: @pgillin
- 13. Click to edit Master title style Twitter: @pgillin
- 14. Running Scared Click to edit Master title style An informal survey of 20 of the most prominent corporate blogs during October, 2008 found that only two – and just one in the United States — even bothered to mention the troubles on Wall Street. On September 18 – the day after the Dow suffered its single largest one-day decline in history Wells Fargo devoted an entry to a travel video. Twitter: @pgillin
- 15. Click to edit Master title style What Should Be Our Social Media Strategy? Twitter: @pgillin
- 16. Click to edit Master A… style Well, Do You Have title Hammer strategy? Plumbing strategy Landscaping strategy? Copier strategy? Stapler strategy? Social Media are just a bunch of tools, and tools are useless unless you have a defined need for them. Twitter: @pgillin
- 17. Flipping the Funnel Click to edit Master title style Respond & Iterate Invite Engagement Listen Go Where the People Are 17 Twitter: @pgillin
- 18. ClickIt’s edit Master title style No, to About… Thought Leadership Twitter: @pgillin
- 19. Demonstrating Authority Click to edit Master title style Today, you can take your message directly to your constituents without relying upon media intermediaries And why would you not want to do that? Twitter: @pgillin
- 20. Being Helpful Click to edit Master title style Clickable’s Gurus Goal Generate Leads! Tactic Build awareness by sharing domain knowledge Metrics Unique visits; Online mentions; Referrals; Conversions Results 2,000% increase in site visitors 300% jump in buzz index 50% increase in customers 400% increase in ad billings Twitter: @pgillin
- 21. Click to editInsurance instyle Explaining Master title 30-sec. Spots Twitter: @pgillin
- 22. Creating Community Click to edit Master title style ―I get more readers on American Express Open Forum that I do in any media outlet.‖ Shel Israel, Author Naked Conversations and Twitterville Twitter: @pgillin
- 23. Click World Prospecting style New to edit Master title INBOUND OUTBOUND SEO Bottom-up lead gen Blogs Enhanced lead qualification Twitter Multiple points of Content Premiums engagement Word of Mouth Twitter: @pgillin
- 24. Click to edit Master title style If You’re Not Helping, They’re Not Listening Twitter: @pgillin
- 25. Click to edit Master title style Lower Cost Per Lead HubSpot 2011 State of Inbound Marketing Study Twitter: @pgillin
- 26. Conversation… Click to edit Master title style Twitter: @pgillin
- 27. Click to edit Master CareOne …Drives Leads for title style Twitter: @pgillin
- 28. Click to Things Thattitle style Oh, the edit Master You Know! March 30 April 4 April 9 Prospect reaches website Prospect responds to e-mail Prospect attends through search query "small invitation for "Choosing Small webcast, stays 45 minutes and business accounting," views Business Accounting submits a question related to four pages and subscribes to Software" webcast 30 minutes legal practices. newsletter. after e-mail is sent. April 10 April 12 Prospect clicks link in webcast Prospect downloads trial summary e-mail to visit version of your small business product description page. He accounting software for legal downloads PDF of product practices. brochure about software for legal practices. Twitter: @pgillin
- 29. Multi-Platform Strategy Click to edit Master title style Social Media Platform Adoption by Year 461 274 New Cumulative 137 187 137 38 99 38 Before 2006 2007 2008 2009 Twitter: @pgillin Source: Awareness Networks/ Paul Gillin
- 30. Social Networks: Are Your People Online? Click to edit Master title style • Look for early adopters on Linkedin • Evaluate their sophistication by checking group memberships and recommendations • Search Google for influencers at your company using Twitter Twitter: @pgillin
- 31. Click to edit Master title style Promote Remarkable People Bill Hill, Microsoft Twitter: @pgillin
- 32. Invest in Digital Literacy Click to edit Master title style Leadership •Business Case •Competitive Landscape •Realistic Goals Management •Opportunities and Threats •Managing Goals to Channels •Calculating ROI Employees •Overarching Strategy •Objectives •Best Practices Rather than taking a one-size-fits-all approach to social media training, build literacy inside the organization by tailoring training to the needs and priorities of the participants Twitter: @pgillin
- 33. How Dell Creates a Social Organization Click to edit Master title style Three Foundation Courses Marketing 2002: Marketing 2003: Marketing 2005: Social Media Principles Tactics and Tools Supporting the Brand Plus One Platform of Choice Marketing 2006: Marketing 2007: Marketing 2008: Marketing 2016: Building Relationships Twitter Best Practices Dell Communities LinkedIn on Facebook = Dell Social Media and Communities (SMaC) Certification Twitter: @pgillin
- 34. Just a Word About ROI
- 35. Click Says Financialtitle style Are Boring? Who to edit Master Services Twitter: @pgillin
- 36. Click to edit Master Impact Types Of Financial title style A. Revenue B. Costs Avoided Anything that leads to A or B, But only if you can directly equate its value to an action Twitter: @pgillin
- 37. These Are NOT ROI Click to edit Master title style Impressions Press coverage Website Visitors Video views Click-throughs Retweets Coupons distributed Store visits “Buzz” Friends Employment applications Blog comments FaceBook friends Twitter followers But if you can quantify their financial impact, you have ROI Twitter: @pgillin
- 38. Basic Business Metrics Click to edit Master title style Lifetime Value of a Customer = (Longevity * Revenue) * Margin Conversion Rate = New Customers/ Visits or Leads Value of a Lead/Visitor = Visitor * Conversion Rate * Lifetime Value Twitter: @pgillin
- 39. Click to edit Master Customer Lifetime Value of a title style The average person who vacations at a Disney Resort spends $62,000 on Disney vacations during his/her lifetime. Disney can use this information to assign value to any tactics it uses to attract visitors. Twitter: @pgillin
- 40. Click to edit Master titlea Visitor Applying ROI: Value of style Monthly 10,000 Visitors Conversion .5% Rate Lifetime Value $5,000 Calculation (10,000 * .005 * 5)/10,000 Value of a $25 Visitor Twitter: @pgillin
- 41. Value of Twitter Click to edit Master title style • You send 50 tweets a month… • Generating 1,000 visitors to your website… • 2% of whom become leads… • 5% of whom become customers. Therefore, the value of a tweet is: (1,000 * .02 * .05 * 5000)/50 = $100 Twitter: @pgillin
- 42. Click toYou! Master title style Thank edit Paul Gillin Site: gillin.com 508-656-0734 Blog: paulgillin.com paul@gillin.com Twitter: pgillin Twitter: @pgillin