Social B2B Jeannette Liendo Microsoft Inside Knowledge Seminars June 2010

Social B2BHow Microsoft leverages social to engage B2B

Jeannette LiendoCorporate MarketingMicrosoft

Agenda1. Media Now2. Customers Today3. Microsoft Practice

3 Billion Reached

CSS “Listening System”What We Heard:10 M beta testers6.5 M blog posts250 K tweets 7 K pre-sales calls

What We Changed:108 design changes 40 K solutions shared 12 M page views: 80%

customer questions resolved peer-to-peer

MEDIA NOW

State of Media Industry

1. Spend down Aggregate traditional $ not back to ’08 levels

2. Consumption up3. Digital shift:

Reach traded in for opt in engagements Content contextualized & personalized

Social Media Defined

2.0 customers conversation ‘Engines’:

Requires resources. Reward is loyalty.

Blogging Social Sites

MediaSharing

Micro Blogging Forums Search

B2B Social Media

What Works What Doesn’t 1. Stand alone tactics, even if

they are free/cheap2. Lack of Exec Commitment:

B2B 30%* harder 3. Underestimate resources,

training -> governance4. Engagement doesn’t end with

campaign -> CRM5. Not measuring against

specific business outcomes

Source: eMarketer May 2010.

1. Base strategy on customer insights

2. ‘Social’ B2B value prop key: ID and target Influencers

3. Plan carefully – clarify objectives, measurement

4. Stimulate participation, Engage selectively

5. Integrate with traditional, digital & other functions

CUSTOMERS TODAY

Source: Forrester’s ECTAS Media, Marketing, and Retail Study Survey

France over indexes on Blogging

UK over indexes on social networking

UK B2B Values Online

22%25%53%33%35%27%25%22%43%22%31%29%39%31%59%

55%

53%

31%22%25%

Penetration53%

14%

Source: UM Wave 5 2010, Active Internet Users, UK 1029, B2B UK Audience 49

UK B2B Influenced Online55%61%57%35%35%55%37%37%33%57%31%35%33%49%74%39%31%41%59%53%65%45%

35%47%

35%29%29%31%

Penetration

31%35%


UK B2B (SW) Customers want..

43%

35%

35%

69%

42%

57%

66%

34%

28%

Source: UM Wave 5 2010, Active Internet Users, B2B (UK &US) Audience 199, B2B Content Creators (UK & US) 65

Over index in IT Forum Participation

21%21%

13%

11%8%8%11%13%11%3%3%5%5%5%

5%3%

5%

3%3%


UK B2B Community Dynamics


B2B value opinion over branding

35 55 75 95 115 135 155 175

I have a favourite blog that I read regularlyWhat I read online influences my opinions on the environment

I believe that opinions I read online influence my viewpoint on social issuesWhen buying products my friends often ask me for my opinion

I download illegal music / TV / films because it is easier than trying to find it …I believe that opinions I read online influence my viewpoint on politicsI download illegal music / TV / films because I don't want to pay for it

I am usually the first one amongst my friends and family to try new products …I am concerned about the amount of personal data that goes online

I believe that all content on the internet should be freeI am influenced by opinions shared online

For me, the best social networking sites are those that also help me find …I don't consider friendships made online to be true friendships

I try hard to stay in contact with friends and acquaintancesI would be prepared to pay for content (such as newspapers) online

I trust bloggers opinions on products and servicesSocial networking sites (like Facebook etc.) are an integral part of my social …

I like personalised adverts onlineI think more positively about companies that have blogs

I think more positively about companies that have pages on social networksI worry about missing out on something if I don't visit my social network

I have discovered new brands I like through social networking

IndexAttitudes

42%37%48%27%23%25%39%58%71%29%37%33%60%12%21%

10%

17%

8%

8%8%

Penetration40%

14%

Source: UM Wave 5 2010, Active Internet Users, France 1025, B2B France Audience 52

8%

FR B2B state less influence

69%60%31%35%40%33%21%31%21%23%29%27%19%15%15%31%15%13%23%12%12%14%

14%21%

13%10%8%10%

Penetration

8%8%

40 50 60 70 80 90 100 110

A recommendation from a friend in personA recommendation from an expert in person

A commercial at the cinemaA website created by a brand

A commercial on TVAn advertisement in a newspaper or magazine

Online advertisement on a web siteA recommendation of a product or brand on a news site

A video clip online featuring a brandAdvertisements that are sent to me by a friend on a social network page

A recommendation from a friend on a social network pageAn advertisement on the radio

A sponsored link on a search engineA brand or company profile on a social network page

A blog sponsored by a company or brandA recommendation of a product or brand from a friend via Instant Messenger

A blog created by a company or brandOnline advertisement on a social network page

An advertisement on a poster by the side of the roadOnline advertisement on a photo sharing siteOnline advertisement on a video sharing site

A sponsored music or video player in a social networkA recommendation of a product or brand on a retail site

A personalised advert on a social network pageA sponsored link on a website

Online advertisement on a blogA sponsored widget / application that you can add to your social network page

A advertisement on an Instant MessengerA microblogging feed (e.g Twitter) created by a company or brand to update you …

A sponsored link on a social network page


40 60 80 100 120 140 160

An opportunity to develop my skills

The ability to contact employee decision makers and influence product development

An opportunity to learn something new

The ability to communicate and share experiences with other customers in the category

Tools that help to express my creativity and make something worth sharing

Free coupons/money off vouchers

Access to fun and entertaining content

Access to breaking news

A personal response to my issues/complaints

Access to unique events or competitions

64%

31%

60%

27%

38%

18%

31%

24%

13%

Penetration

They want to develop and talk with others


18%


0 50 100 150 200 250

ComputersScience

Business (general news and opinion)Technology

Film / TVFamily or friend

OtherProduct recommendations

News / Current AffairsBusiness news (relevant to my current job)

MusicGaming

PersonalTravel (holidays, destinations)

SportParenting

HealthCompany / brand

Celebrities/ entertainment

41%16%

9%25%

11%9%9%9%7%2%7%9%5%5%

2%5%

5%

0%0%


Penetration

France B2B Community Dynamics

89%

67%

56%

56%

44%

44%

44%

33%

22%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

To get advance news of products

To associate with something I think is cool

To share my appreciation with others

To learn more about it

To support a cause I like

To feel part of a like-minded community

To get free content

Because it was recommended to me

To fill time/have fun

B2B TOTAL


German B2B value online content

40 60 80 100 120 140 160

I believe that opinions I read online influence my viewpoint on politicsI am influenced by opinions shared online

I would be prepared to pay for content (such as newspapers) onlineI download illegal music / TV / films because it is easier than trying to find it …

I have discovered new brands I like through social networkingI have a favourite blog that I read regularly

For me, the best social networking sites are those that also help me find …Social networking sites (like Facebook etc.) are an integral part of my social …

When buying products my friends often ask me for my opinionI worry about missing out on something if I don't visit my social network

I believe that opinions I read online influence my viewpoint on social issuesI think more positively about companies that have pages on social networks

I try hard to stay in contact with friends and acquaintancesWhat I read online influences my opinions on the environmentI don't consider friendships made online to be true friendships

I trust bloggers opinions on products and servicesI think more positively about companies that have blogs

I download illegal music / TV / films because I don't want to pay for itI believe that all content on the internet should be free

I am usually the first one amongst my friends and family to try new products …I am concerned about the amount of personal data that goes online

I like personalised adverts online

IndexAttitudes

31%21%21%26%21%36%23%33%15%23%15%64%21%31%15%

13%

10%

44%15%31%

Penetration31%

14%

10%

Source: UM Wave 5 2010, Active Internet Users, Germany 1015, B2B Germany Audience 39

Are Influenced by Online Adverts

18%18%15%15%18%15%15%31%15%15%15%26%13% 31%

23%28%51%59%13%13%18%23%

26%18%

28%21%13%18%

Penetration

10%15%

50 60 70 80 90 100 110 120 130 140 150

A advertisement on an Instant MessengerOnline advertisement on a social network page

A sponsored widget / application that you can add to your social …Online advertisement on a photo sharing site

A brand or company profile on a social network pageOnline advertisement on a blog

A sponsored link on a social network pageA website created by a brand

A personalised advert on a social network pageA blog created by a company or brand

A sponsored music or video player in a social networkA recommendation of a product or brand on a news site

Online advertisement on a video sharing siteA recommendation from a friend on a social network page

Advertisements that are sent to me by a friend on a social network …A recommendation of a product or brand from a friend via Instant …

A recommendation from an expert in personA recommendation from a friend in person

A microblogging feed (e.g Twitter) created by a company or brand to …A blog sponsored by a company or brand

Online advertisement on a web siteA recommendation of a product or brand on a retail site

A video clip online featuring a brandAn advertisement in a newspaper or magazine

A commercial on TVAn advertisement on the radioA sponsored link on a website

An advertisement on a poster by the side of the roadA sponsored link on a search engine

A commercial at the cinema


They Want to Share & Learn

60 70 80 90 100 110 120 130 140 150 160

An opportunity to develop my skills

Tools that help to express my creativity and make something worth sharing

Access to breaking news

An opportunity to learn something new

Access to fun and entertaining content

The ability to contact employee decision makers and influence product development

A personal response to my issues/complaints

Access to unique events or competitions

The ability to communicate and share experiences with other customers in the category

Free coupons/money off vouchers

52%

26%

39%

52%

23%

19%

45%

19%

13%

19%



0 50 100 150 200

TechnologyScience

ComputersNews / Current Affairs

Business news (relevant to my current job)Music

Film / TVProduct recommendations

Travel (holidays, destinations)Personal

SportOther

HealthFamily or friend

GamingBusiness (general news and opinion)

Company / brandParenting

Celebrities/ entertainment

43%14%

39%

14%7%18%11%11%7%11%7%7%4%4%

0%4%

0%

0%0%


Penetration

German B2B Community Dynamics

89%

78%

67%

67%

56%

44%

44%

44%

22%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

To fill time/have fun

To learn more about it

To associate with something I think is cool

To get advance news of products

To share my appreciation with others

To support a cause I like

To feel part of a like-minded community

To get free content

Because it was recommended to me

B2B TOTAL


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Social B2B Jeannette Liendo Microsoft Inside Knowledge Seminars June 2010

Technology

Transcript of Social B2B Jeannette Liendo Microsoft Inside Knowledge Seminars June 2010