The Case for B2B Social Media: Turning Engagement into Leads
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This document summarizes a presentation about using social media for B2B marketing. It discusses two case studies - one for Omni Hotels & Resorts and one for Regus. For Omni, Affect created a social media strategy using platforms like Twitter, Facebook, and blogs to engage with meeting planners and increase brand awareness. This led to increased traffic, followers, media coverage and leads. For Regus, Affect tailored the messaging and creative assets to target entrepreneurs in New York City and generated over 350 sales leads through an integrated social media, PR and marketing campaign.
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The Case for B2B Social Media: Turning Engagement into Leads
- 1. Turning Engagements into Leads: The Case for B2B Social Media Counselors Academy Conference May 13th, Lake Las Vegas #CAPRSA Sandra Fathi President, Affect President, PRSA New York Chapter sfathi@affect.com @sandrafathi
- 2. What is PR? Why Social Media is PR Why Social Media is Relevant to B2B How to Fuse Tradi5onal PR with Social Media Measurement & Key Performance Indicators for Social Media Using Social Media to Change Percep5ons & Behaviors to Increase ROI
- 3. “Public relations helps an organization and its publics adapt mutually to each other.” - PRSA Assembly 1982
- 4. “Public relations helps an organization and its publics adapt mutually to each other.” - PRSA Assembly 1982 Huh?
- 5. “The practice of managing communication between an organization and its publics.” “...Common activities include speaking at conferences, working with the media, crisis communications, social media engagement, and employee communication.” - Wikipedia (Dec. 2010)
- 6. Social Media = Bi-directional Communications Searching for Information Connecting with People, Organizations & Brands Networking with Business Colleagues Finding & Sharing Interests Recommending & Reviewing Products Researching & Educating Purchasing
- 7. Knock, Knock Who’s There? Your Target Audience
- 9. • 500 million active users • Approximately 70% of FB users outside of U.S. • 50% of users log on to FB each day • Average user has 130 friends • 700 billion minutes per month spent of FB • Average user connected to 80 community pages, groups and events • More than 250 million active users access FB through mobile devices Source: Facebook, May 2011
- 10. • Largest professional network on the Internet • More than 100 million members in over 200 countries and territories • More than half of LinkedIn members are outside of the U.S. • Executives from all of the 2010 Fortune 500 companies • More than 2 million companies have LinkedIn Pages Source: LinkedIn May 2011 • 45% of B2B Companies have gained a customer from LinkedIn Source: B2B Social Media Guide
- 11. • 500 million active users
- 12. Facebook & Twier Nearly Half of Users are 35+
- 13. • 35 hours of video uploaded per minute in 2010 • 700 billion playbacks in 2010 • 70% of YouTube traffic from outside the U.S. • Demographic is broad: 18-54 • 100+ million YouTube Mobile views per day • YouTube is monetizing over 2 billion video views per week globally • Number of advertisers using display ads on YouTube increased 10-fold in the last year Source: YouTube, May 2011
- 14. Online Video Views Growing by Leaps and Bounds
- 15. • More than 12 million American adults maintain a blog • More than 57 million Americans read blogs • Technorati is currently tracking more than 70 million blogs • Over 120 thousand blogs are created every day • 22 of the 100 most popular websites are blogs • 51% of blog readers shop online Source: Blog World Expo
- 16. Media Goes Social • 37% of journalists are required to maintain Twier accounts – PRWeek 2010 • 52% of reporters now use Twier as part of their jobs – Cision/GSPM 2010 • 65% of journalists use Facebook for their work – Cision/GSPM 2010
- 17. Wire Service Media Press Release Outreach Post on Website Message SMT Strategic RMT Placements Byline Ar5cles
- 18. Facebook Blog Twier Message YouTube Slideshare Blog Comments LinkedIn
- 19. In order to measure success, you must identify your goal. In order to reach the goal, you must plan your path.
- 21. Revenue Generation • Sales • Memberships • Registrations • Downloads • Participation
- 22. Cost Deflection • Reducing Product Quality Defects • Decrease R&D Expense • Decrease Time to Market • Decrease Marketing Expenses • Customer Service & Support Savings Resources: Womma Metrics Best Practices Guidebook
- 23. Conversation Reach Share of Voice Source: Altimeter Group
- 24. Sentiment Source: Womma Metrics Best Practices Guidebook
- 25. UPS Woos & Wins SMBs Through Social Media
- 26. Cisco Cuts $100,000+ Off Product Launch Cisco SM Stats: • Blog: 22 external, 475K views/quarter • Twier: 108 Cisco feeds with 2 million followers • Facebook: 79 groups with 100k+ fans • YouTube: 300+ channels, 2,000+ videos, 4 million views Cisco SM Product Launch: • 9,000 aendees vs. 100 traditional • Triple the number of press articles • More than 1,000 blog posts and 40 million online impressions • Cost one-sixth of a traditional Cisco product launch Source: Social Media Examiner
- 27. Bug Labs’ Customers Drive Product Development
- 28. Top External (or Customer-Facing) Social Strategy Objectives in 2011
- 29. B2B Social Media: Omni Hotels & Resorts April 2011 Affect Strategies PROPRIETARY & CONFIDENTIAL March 4, 2010
- 30. OMNI CASE STUDY CURRENT SITUATION Omni Hotels & Resorts offers luxury hotels and resorts throughout North America. Omni has a large portfolio of meeting venue options to meet business event planning needs. Affect PROPRIETARY & CONFIDENTIAL April 2011
- 31. OMNI CASE STUDY CURRENT SITUATION Omni wanted to significantly increase brand awareness and recognition among meeting planners across the United States. Omni tapped Affect to create a social media presence that would allow it to engage with event planners and their influencers. Affect PROPRIETARY & CONFIDENTIAL April 2011
- 32. OMNI CASE STUDY THE ASSIGNMENT Create brand awareness and buzz within the meeting and event planner community about Omni locations, meeting options and specific promotions. Motivate meeting planners to take action and choose Omni for their events. Affect PROPRIETARY & CONFIDENTIAL April 2011
- 33. OMNI CASE STUDY STRATEGIES Use social media as a platform for engaging in meaningful conversations with meeting and event planners and providing them with expertise and resources. Create the Omni Understands landing page – a one-stop shop for meeting planners with information and resources that makes their jobs easier. Use Twier as a platform for Omni to address the needs and interests of meeting planners across the United States. Create Omni Meeting & Event Planners Forum on Facebook for planners to stay abreast of industry news and network with other planners. Use a blog commenting campaign to create a dialogue between Omni and industry influencers. Affect PROPRIETARY & CONFIDENTIAL April 2011
- 34. OMNI CASE STUDY www.omniunderstands.com OMNI UNDERSTANDS LANDING PAGE Affect PROPRIETARY & CONFIDENTIAL April 2011
- 35. OMNI CASE STUDY www.twier.com/omnimeetings TWITTER: @OMNIMEETINGS Affect PROPRIETARY & CONFIDENTIAL April 2011
- 36. OMNI CASE STUDY www.facebook.com/omnimeetings FACEBOOK FAN PAGE Affect PROPRIETARY & CONFIDENTIAL April 2011
- 37. OMNI CASE STUDY BLOG COMMENTING Omni commented on 2-3 industry blogs and online publications each week Affect PROPRIETARY & CONFIDENTIAL April 2011
- 38. OMNI CASE STUDY RESULTS SNAPSHOT Enhanced brand awareness Strong community engagement Gained more than 800 followers of Omni’s Twier handle Conducted more than 300 conversation on Twier and Secured media coverage for Omni in Facebook with meeting planners top outlets read by meeting & event and influencers planners via social media efforts Following and engaging with more Web traffic and lead generation meeting planners on social media than any of Omni’s competitors Generated at least 7 leads for meetings involving more than 150 aendees Increased monthly traffic to Omni Understands landing page by 23% Affect PROPRIETARY & CONFIDENTIAL April 2011
- 39. OMNI CASE STUDY RESULTS: MEDIA COVERAGE Interactions on Twier have led to media coverage for Omni Affect PROPRIETARY & CONFIDENTIAL April 2011
- 40. OMNI CASE STUDY RESULTS: LEADS GENERATED Online engagement has generated known leads for Omni Affect PROPRIETARY & CONFIDENTIAL April 2011
- 41. OMNI CASE STUDY RESULTS: FACEBOOK IMPRESSIONS Planners' Forum Facebook Impressions Numbers are not cumulative 35000 32,000 30000 27,086 25000 22,489 20000 15000 12,373 10000 5000 3,422 No Insights 0 October November December January February March Affect PROPRIETARY & CONFIDENTIAL April 2011
- 42. OMNI CASE STUDY RESULTS: MEDIA COVERAGE Interactions on Facebook have secured positive media coverage for Omni on About.com Affect PROPRIETARY & CONFIDENTIAL April 2011
- 43. OMNI CASE STUDY RESULTS: BLOG COMMENTING Affect PROPRIETARY & CONFIDENTIAL April 2011
- 44. OMNI CASE STUDY RESULTS: BLOG COMMENTING Affect PROPRIETARY & CONFIDENTIAL April 2011
- 45. B2B Social Media: Regus December 2010 Affect Strategies PROPRIETARY & CONFIDENTIAL March 4, 2010
- 46. REGUS CASE STUDY CURRENT SITUATION Regus provides flexible office arrangements for businesspeople worldwide. Regus maintains fully furnished and equipped offices, meeting rooms, receptionists and videoconferencing suites available to rent by the hour, day, week or month. Affect Strategies PROPRIETARY & CONFIDENTIAL Presented to Pitney Bowes | May 24, 2010
- 47. REGUS CASE STUDY CURRENT SITUATION 1,000+ business centers 450 cities in 75 countries Serving 200,000 clients daily Clients can even opt for a “global membership” with the BusinessWorld pass, or open a virtual office anywhere in the world. Affect Strategies PROPRIETARY & CONFIDENTIAL Presented to Pitney Bowes | May 24, 2010
- 48. REGUS CASE STUDY THE ASSIGNMENT Generate 350 sales leads for Regus’ 18 locations in Manhaan. Could highly targeted, local programs perform beer than a single, national campaign? Affect Strategies PROPRIETARY & CONFIDENTIAL Presented to Pitney Bowes | May 24, 2010
- 49. REGUS CASE STUDY BRAND POSITIONING Regus’ current brand positioning is global, not local. It also speaks to two target audiences. Image: Regus Sales Personas brief Affect Strategies PROPRIETARY & CONFIDENTIAL Presented to Pitney Bowes | May 24, 2010
- 50. REGUS CASE STUDY TARGET AUDIENCE RESEARCH “Yes, I have heard about Regus. “ “My three main concerns when choosing an office are affordability, light and noise.” “I know very lile about Regus, but yes, I'd consider it because I presume William Scheckel Regus’ shared office space is flexible Marketing Consultant and affordable and things like tables, chairs, printers and such are there already. That's less for me to think about.” Affect Strategies PROPRIETARY & CONFIDENTIAL Presented to Pitney Bowes | May 24, 2010
- 51. REGUS CASE STUDY CAMPAIGN POSITIONING We tapped into the elements of Regus’ brand essence that made sense for New York City-based prospects. Entrepreneurs “Make it easy” Young (25 – 45) “Make it fast” 1 -5 employees, but growing “Put my best foot forward” Fast business trajectory “Sick of working from home” Heavy networkers “Look the part” Sense of community “Goa be affordable” (business & NYC) “Just give me the facts” Tech-skewed “Do anything for my business” Affect Strategies PROPRIETARY & CONFIDENTIAL Presented to Pitney Bowes | May 24, 2010
- 52. REGUS CASE STUDY OLD CREATIVE Affect Strategies PROPRIETARY & CONFIDENTIAL Presented to Pitney Bowes | May 24, 2010
- 53. REGUS CASE STUDY NEW CREATIVE Affect Strategies PROPRIETARY & CONFIDENTIAL Presented to Pitney Bowes | May 24, 2010
- 54. REGUS CASE STUDY PUBLIC RELATIONS Press Releases Radio Media Tour Media Relations Satellite Media Tour Byline Articles Affect Strategies PROPRIETARY & CONFIDENTIAL Presented to Pitney Bowes | May 24, 2010
- 55. REGUS CASE STUDY MARKETING Regus Hosted Events Sponsored Events Online Advertising & SEM Email Sponsorships Partner Marketing Taxi TV Cinema Placements Affect Strategies PROPRIETARY & CONFIDENTIAL Presented to Pitney Bowes | May 24, 2010
- 56. REGUS CASE STUDY SOCIAL MEDIA Facebook LinkedIn Twier Flickr Blog Commenting Campaign Viral Video Affect Strategies PROPRIETARY & CONFIDENTIAL Presented to Pitney Bowes | May 24, 2010
- 57. REGUS CASE STUDY PROJECT TIMELINE Affect Strategies PROPRIETARY & CONFIDENTIAL Presented to Pitney Bowes | May 24, 2010
- 58. REGUS CASE STUDY MEASUREMENT Track activities, but measure by results. Affect Strategies PROPRIETARY & CONFIDENTIAL Presented to Pitney Bowes | May 24, 2010
- 59. REGUS CASE STUDY RESULTS The Q4 2009 New York City campaign generated: 723 sales leads 900+ sweeps leads $1,067,000 in revenue (by close of Q4 2009) a 114% year-over-year increase from Q4 2008 revenue Affect Strategies PROPRIETARY & CONFIDENTIAL Presented to Pitney Bowes | May 24, 2010
- 60. REGUS CASE STUDY NEXT STEPS Q1 2010 Priority Market Campaigns New York City, Chicago, Atlanta, San Francisco, Phoenix Public Relations Agency of Record Social Media Agency of Record Affect Strategies PROPRIETARY & CONFIDENTIAL Presented to Pitney Bowes | May 24, 2010
- 61. AGENCY OVERVIEW 2010 AWARD WINS Gold Award: Social Media Gold Award: Video/Marketing Service Platinum Award: Integrated Marketing Campaign Integrated Communications for Business-to- Business Public Relations Agency Professional of the Year Affect Strategies PROPRIETARY & CONFIDENTIAL Presented to Pitney Bowes | May 24, 2010
- 63. Sandra Fathi President, Affect President, PRSA New York Chapter Web: affect.com Blog: techaffect.com Email: sfathi@affect.com Twier: @sandrafathi Slideshare.net/sfathi