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B2B Social Media Marketing
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1 The great Social Media experiment Approaches to Social Media in B2B
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In this presentation at the Social Media World Forum, Circle Research's Andrew Dalglish explores how B2B marketers are using social media to promote their businesses. Find out how many of your peers deploy social media, what channels they use and the challenges faced. The presentation also provides a benchmark of success on Twitter - how many followers and what Klout score is 'good' for a B2B organisation.
Transcript of B2B Social Media Marketing
The great Social Media experimentApproaches to Social Media in B2B
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Agenda
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1. Are my peers using Social Media?
2. How much time and money do they invest?
3. What challenges are they encountering?
5. Twitter: Defining ‘good performance’
4. What channels are they using?
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Summer 2011
274 client-side B2B marketers
Plan or execute social media
4
Majority now engage in social media marketing
4
Nu
mb
er o
f n
ew a
do
pte
rs
Time
InnovatorsEarly
AdoptersEarly
MajorityLate
MajorityLaggards
June 2010: 23% say social media
highly relevant
August 2011: 78% engage in social media marketing
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But approach is very haphazard
5
Of B2B marketers have clearly defined STRATEGY25%
Describe approach as INTEGRATED20%
48% Describe KNOWLEDGE as “average” or “weak”
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Is Social Media worth pursuing?
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1. Is it relevant to me?- Are customers or prospects there?- Are opinion formers there?- Will they be and/or does SEO matter?
2. Am I welcome?
3. Do I have something of value to say?
4. Do I have the time to make it a success?
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The primary investment is time, not cash
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0% 1-4% 5-9% 10-14% 15-19% 20-29% 30-39% 40-49% 50-59% 60-69% 70-79% 80-100%
17%
39%
17%16%
5%
2% 2%1% 1%
22%
25%
19%
10% 10%
7%
3%1% 1% 1% 1%
Budget allocated to social media Time allocated
Allocate >10% time53%
Allocate <10% budget to social media73%
Marketing resources
8%
Generating enough content
8%
3%
5%
Unsure what’s
effective8%
3%
No unified strategy
7%
Ensuring consistencywith brand
7%
Governance8%
Measuring/ proving ROI
9%
5%
Engagement with audience
9%5%
2%
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Finding this time and buy-in primary challenges
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Unsure if relevant for organisation
or in B2B
Limited budgets
Internalinexperience
11%
Co-ordinating across territories
Integrated approach
16%
Reaching target audience
Generating quality,
relevant content12%
Regulation/ compliance
Monitoring criticismTime
management19% Internal buy-in
22%
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Five steps to gaining internal buy-in
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1. Show target market / influencers are there
2. Show it has a ‘real world’ impact
3. Show the impact of not engaging
4. Have a clear plan and strategy
5. Demonstrate clear results
Q4: Who is responsible for the management of your
organisation’s social media marketing activity?
41%
6%
40%
2% 9%
One person - as 'sideline'
One person - only role
Collectively
Outsourced
No one formally responsible
Is outsourcing the solution to the time challenge?
67%
66%
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90% of B2B marketers use social networks in mix
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CORE
SECONDARY
NICHE
77%
85% deploy
20%
16%
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A performance benchmark: Twitter followers
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Low number of followers
High number of followers
High number of B2B accounts
Low number of B2B accounts
Risingstars20%
B-list12%
A-list12%
Dabblers43%
<250 followers
250 - 500
Niche attraction
18%
500 – 2,000
2,000 – 7,500
7,500 +
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Three golden rules when using followers as benchmark
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1. BE REALISTIC – compare within your niche
2. USE A PINCH OF SALT – followers can be manipulated
3. Focus on QUALITY OVER QUANTITY
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An aspiration: 70+ Klout score
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> 44 = outperforming 50% of Top 200 B2B Superbrands
> 50 = outperforming 75%
> 70 = outperforming 90%
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The Seven Twitologies – visit circle-research.com/blog
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Are you a ‘Philosopher’... …or a ‘London Bus’
www.circle-research.com/blog@andydalg
