Using Social Media in the B2B

Context
What social media does?
 Establish social networks
 Create personal & professional identity of individual.
 Facilitate information flow in the network
 Build reputation and relationships
Rise of social media in b2b
 IBM 2006 conference video uploaded on social media
resulted in:
 Double visits on websites
 Increased demand of computers for computers
What prompted social media use in b2b?
1.change in user demographics
>50% of users on Facebook are over 35 years
Majority of users on Twitter, and social communities are over
35 years

II.Shift in usage from personal to personal & professional

47% of people use social media to connect to clients and
market their skills.
55% of people use social media to share knowledge and best
practices.
E.g. LinkedIn
Social media options to b2b marketer
Chat –
Microsite – LinkedIn Marketing site for B2B
Social network – Facebook, LinkedIn, Twitter
Viral marketing – Use of social media for
marketing
Virtual worlds - Cisco Launched Virtual Trade
Show
Blog - https://www.b2bmarketing.net/
Wiki – Wikipedia
Search engine - Google
Social Media Options: Chat
Social Media Options: Micro site
Social Media Options: Facebook
Social Media Options: Blog
Social Media Options: Forum
Social Media Options: Google
 Use of social media in sales
LinkedIn & Plaxo – 40 million members profile – key decision
makers.

Spoke & Zoominfo – 40 mn business profile-sales leads.

Online community – build and improve relationship.

Microsoftemployees have created connections with thousands

of customers through blogs.

American express created the conneXion website to share

knowledge and drive sales.
Benefits of using social media in b2b
Most of the social media are free – Facebook, blogs,
and wikis.
More targeted and customized marketing efforts (e.g.
sales call, advertising)
Broaden the reach outside of the usual target market.
E.g. visa targeted fragmented customers through
Facebook application – visa business network.
Created the group of 70,000 user for small business
credit card users.
Facebook allow companies to deliver customized
messages to their audience based on profile.
Benefits of using social media in b2b
Shorten sales cycle – decision makers get
information and testimonials from current
client/experts through social media.
Build credibility of the message, improve
relationships with customers, and loyalty.
Social feedback – opportunity to improve
products and services for company.
Mean to provide customer service e.g. review of
product/service.
Risks/issues of using social media in b2b
Unpredictable nature – negative comments,
complaints become visible to all.
Reliable matrix for performance – no. of hits,
visitors, time spend etc.
Sharing information on social media may give
competitors an edge.
Skills required – how to interact with
customers, how to build community, game
design, how to build virtual environment etc.
Including social media in b2b marketing
plan
Understand customers and their requirement
- what information customers want
- what tools & features customers need
-what social media customers used
Including social media in b2b marketing
plan
What are the marketing objective of firm
and customers need.
Sales cycle Social media
Awareness social network
Interest blog, video
Evaluation wiki, blog
Decision social network
Purchase microsite
Account maintenance chat
Guideline for mitigating social media
risks
Allow two way communications
Make a conversational writing style
Keep direct advertising to a minimum
Provide valuable content
Refresh content regularly
Create customized environment
Invest in social media for long-run
Thank You