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Social Media for B2B
Moderator




    Graham White
Managing Director | Howorth
Ogilvy Public Relations Sydney
Ogilvy On: Social Media for B2B Companies
Social Media for
      B2B
  Companies
   A Red Belt Training
Twitter Hashtag




#ogilvyB2B
Speaker




Brian Giesen
Regional Director | 360 Digital Influence
Ogilvy Public Relations Worldwide
@bdgiesen
Jill Ruchel
Managing Director
    @PraxisCafe
Reference: http://bit.ly/dADH0B
No Vendors Responded
Reference: http://bit.ly/dADH0B
AGENDA
1. Social Media 101: Quick Refresher

2. Who is the “B2B Decision Maker”?

3. Five Myths About B2B & Social Media

4. Six Ways to Engage

5. Practical Next Steps
SOCIAL MEDIA 101
A QUICK REFRESHER
Poll Question:

Do You Have a Profile on Any of These
Social Media Tools:
   LinkedIn
   Facebook
   Twitter
   Friendster
   QQ
Digital APAC
The majority of the world‟s heavy
Internet users are in Asia, 41% of
the world‟s online population, that‟s
about 530 million users. (Source:
Comscore)

More than 450 million across APAC
have participated on social media.
(Source: OgilvyOne)

From age group of 18-34, 73% in
APAC claimed themselves as
bloggers, while only 42% in the US.
Complex Digital Landscape




                           Mobile
             Social        B2B              IT Sites/
                                            Blogs
             Networks   Landscape

                            Entertainment
458%
Increase of APAC
visitors on
Facebook
Source: BrandRepublic
IN 2007, 15% OF B2B MARKETERS POLLED SAID
THEY WERE USING SOCIAL MEDIA.
TODAY, THAT NUMBER HAS QUADRUPLED.
DIGITAL AND WORD OF MOUTH AS THE MOST
TRUSTWORTHY SOURCE OF INFORMATION
THE B2B
DECISION MAKER
Three “B2B” Customers




  Miles, CEO         Sally, CIO   Ruby, IT Manager
  Large Enterprise   Midmarket    Small Business
Miles, CEO Large Enterprise (>1000)
                          “I will be the one to lead my company into
                          the future.”
                          As a CEO of a leading telecommunications company, I have to
                          remain focused one step ahead of change. I am always on-the-
CEO                       go, and my assistant is responsible for making sure my email
Age: 53                   and appointments are always up-to-date in my mobile as I go
HHI: $415K                from one meeting to the next
Education: MBA,
Location: Hong Kong

INFORMATION NEEDS1;2                         COMMUNICATION CHALLENGES1;2
 •Thought-leadership                          •Too busy for content that requires time
                                               commitment
 •Networking & Peer Insights
                                              •Avoids anything deemed overly technical
 •Case studies of proven business strategy
                                              •May leave IT decision making to CIO
 •How multiple arenas (e.g., politics,
  stocks, local news) affect his company      •May be influenced by prior relationships
                                                                                          Sources:
                                                                                          1RoyMorgan08: Chairman/Managing Director/Head;

                                                                                          $150k+
FAVORITE BOOKMARKS (WEBSITES)3;6                                                          2The Enterprise of the future. IBM Global CEO study.

  • Vendor Websites4     • TheAge.com.au        • NineMSN News            • Commbank.com. IBM Study 2008, Making change happen
                                                                                          3ABRS2009: Chairman/Chief Executive
  • AFR.com              • Google.com.au1       • Economist.com             au
                                                                                          4CBS Interactive: C-Suite & IT Pro Media Usage, Aug.
  • Smh.com.au           • Qantas.com.au1       • Bloomberg.com           • YouTube
                                                                                          2009
  • Asx.com.au           • CNN.com              • LinkedIn5               • ANZ.com       5IBM Growth Markets Unit: The Curious Web; Q209

                                                                          • BigPond Email 6RoyMorgan08: Men; 40-59; Chairman/MD/Owner;

                                                                                          Internet at Work
Miles’ Digital Map (CEO, Large Enterprise)
                                                                                                        ANZ.com
                              Google    Wikipedia                                                                              Afr.com
                              .com.au                                             ASX.com.au
                                                                                                                                     AfrMagazine.
            SMH.com.au
                                                                                                                                     com
                                                                                                                                         Economist.com
 TheAustralian.News
             .com.au        News &                                                                   Business &                              Bloomberg.com

DailyTelegraph.news
            .com.au
                          Information                        Communication
                                                                                                      Finance                                Microsoft Office Onlin

                                                             Tools:                                                                         Westpac
     Ninemsn News                                                                                                                           .com.au
                                                                Outlook
             ABC.net.au/news                                    Mobile Phone
                      Dailytelegraph.com.au                     BigPond Email                                                        INGdirect
                                                                LinkedIn                                                             .com.au
                                                                                                                   Commbank
                                                                                                                   .com.au
                            Ebay.com
                   GraysOnline
                   .com.au
                RealEstate                                                                                    BBC.com
                .com                Shopping &                                Entertainment
               cathaypacific.         Travel                                                                 SBS.com.au
               com
                                                                  YouTube
                       VirginBlue
                       .com.au                                                                         AFL.com.au
                                                                             abc.net.au/TV
                                                WhereIs
                                GoogleMaps      .com.au



                                                          Sources:ABRS2009: Chairman/Chief Executive; RoyMorgan08: Men; 40-59; Chairman/MD/Owner; Internet at
                                                          Work; CBS Interactive: C-Suite & IT Pro Media Usage, Aug. 2009; IBM Growth Markets Unit: The Curious
                                                          Web; Q209
Sally, CIO (Midmarket)
                           “I’m focused on strategy. I leave the
                           purchasing recommendations to my IT
                           Manager.”
                           Even though I‟ve been successful at several different
                           companies, I know that you‟re only as good as your last
CIO                        quarters‟ growth. With pressure from the CEO to spearhead
Age: 43                    enterprise change initiatives, I often look to my peers at other
HHI: $350K
                           top companies for thought leadership and insights.
Location: Sydney


 USER GOALS1;2                                  COMMUNICATION CHALLENGES2;3
  •Information about new technologies that       •Won‟t participate with time consuming
   can reduce the cost of IT                      content due to busy schedule
  •Opportunities to network with other C-        •May be influenced by prior vendor
   suite professionals                            relationships
  •Thought-leadership around IT                  •Less likely to use the web for
                                                  “entertainment”                             Sources:
                                                                                              1RoyMorgan08: Chairman/Managing Director/Head;

                                                                                              $150k+
 FAVORITE BOOKMARKS (WEBSITES)6;7                                                             2Gartner 2009 CIO Survey, A/NZ results
                                                                                              3Forbes Insights, “The Rise of the Digital C-Suite”
   • Vendor Websites4      • CIO.com.au            • MISAustralia.com       • Ebay.com.au
                                                                                              06/09
   • ZDNet.com.au          • ABC.net.au            • BBC.com                • Facebook        4CBS Interactive: C-Suite & IT Pro Media Usage, Aug.
   • Smh.com.au            • Google.com.au         • Cnet.com.au            • Qantas.com.au   2009
   • Asx.com.au            • Wikipedia.org         • LinkedIn5              • Gmail           5IBM Growth Markets Unit: The Curious Web; Q209
                                                                                              6RoyMorgan08: Men; 40-59; Professional/Manager;

                                                                                              Works in IT; Salary $100k+; Internet at Work
                                                                                              7ABRS2009: Chief Information Officer/Head of IT/IT

                                                                                              Director
Sally’s Digital Map (CIO, Midmarket)
                                                                                                                 Cnet.com.a
                                                                       Sourceforge.net                           u
                    BigPond News     News.com.au
                                                                  SMH.com.au                                              ZDNet.com.au
            BBC.com                                               /Technology
                                             Wikipedia.org
                                                                                                                                      MISAustralia.com
    TheAustralian
    .com.au                                                                               Technology                                  APCMag.com
WhitePages Online         News &
   Yellow.com.au        Information                                                                                                 CIO.com.au

                                                                                                                             ComputerWorld.co
    Google.com.au                                                                                                            m.au
                                                                         Communication Tools:
                                                                            Lotus Notes
     Windows Live Search                                                                                                                  Seek.com.au
                                                                            Mobile Phone
                                                                            Gmail/BigPond/Optus Email                                               SMH.com.au
           Google                                                           LinkedIn                                                                /BusinessDay
           Maps                                                             Facebook
                                                                                                                                                             ANZ.com.au
     Qantas.com.au      Shopping &                                                                                             Business &
   JetStar.com.au         Travel                                                                                                Finance
                                                                                                                                                              ASX.com.au

     Domain.com.au                                            Entertainment
                                           CricInfo.com                                         Abc.net.au/TV                                          Westpac.com.au
             Redbook.com.   Ebay.com.au                                       Ticketek.com.au                     StGeorge.com.au
             au                            Smh.com.au/Sport
                                                  Hoyts.com.       GreaterUnion.com.au
                                                  au      Sources:ABRS2009: Chief Information Officer/Head of IT/IT Director; RoyMorgan08: Men; 40-59;
                                                                  Professional/Manager; Works in IT; Salary $100k+; Internet at Work; CBS Interactive: C-Suite & IT Pro Media
                                                                  Usage, Aug. 2009; IBM Growth Markets Unit: The Curious Web; Q209
Ruby, IT Manager, Small Business
                           “I may be working with a small budget,
                           but I expect to get the same level of
                           service as a large company”
                           The web is the first place I turn to for IT info (or any info)- I
                           trust the opinions of top bloggers and other IT pros online.
IT Manager
Age: 31
                           This year, my goal is to find a new IT process to optimize
HHI: $80K                  the sales cycle, ensuring orders go smoothly from the
Location: Singapore        purchasing interface through fulfillment.


 INFORMATION NEEDS1;2                            COMMUNICATION CHALLENGES1
  •Entertaining and informative content          •Big vendors won‟t care about his business
  •Stay up-to-speed with latest technologies     •Peers have more influence than vendors
  •Networking opportunities and peer             •Avoids vendor Web sites unless it‟s as
   reviews                                        engaging as his leisure web activities

  •Mobile Content
                                                                                               Sources:
                                                                                               1RoyMorgan08: IT Professionals; 100-999

 FAVORITE BOOKMARKS (WEBSITES)2                                                                Employees
                                                                                               2ABRS2009: IT Manager
   • Vendor Websites3       • Ebay.com.au          • Facebook              • Yahoo!7           3CBS Interactive: C-Suite & IT Pro Media Usage,

   • ZDNet.com.au           • MISAustralia.com     • YouTube               • FoxNews.com       Aug. 2009
                                                                                               4IBM Growth Markets Unit: The Curious Web;
   • ASX.com.au             • ANZ.com              • ComputerWorld.co      • Wikipedia
                                                     m.au                                      Q209
   • INGDirect.com.au       • Google.com.au                                • Ticketmaster.co   5RoyMorgan08: Men; 25-39;
                                                   • LinkedIn4               m.au              Professional/Manager; Works in IT; Company
                                                                                               size 100-999; Internet at Work
Ruby’s Digital Map (IT Manager, Small Business)
                                                                                           Sourceforge                        Cnet.com.au
                     TheAge.com.au News.com.au                                             .net
              BBC.com                                                            SMH.com.au                                                 ZDNet.com.au
                                           DailyTelegraph                        /Technology
         FoxNews.com                       .com.au
                                                                                                                                                 MISAustralia.com
                                                            Wikipedia.org
      Ninemsn news
                                                                                                        Technology                               APCMag.com
      CNN.com                 News &
      Yellow.com.au         Information                                                                                                        CIO.com.au

        Google.com.au                                                                                                                   ComputerWorld.com.au
                                                                            Communication Tools:
          Yahoo!7 Search                                                     Lotus Notes
                                                                             Mobile Phone                                            Seek.com.au
                                                                             Gmail/BigPond/Hotmail Email                                                MyCareer.com.au
                                                                             WindowsLive/Yahoo!7 Messenger
            Google Maps                                                      LinkedIn                                                                           FT.com
                                                                             Facebook
        Whereis.com.au
                                                                                                                                                                   ANZ.com.au
      Qantas.com.au                                                                                                                 Business &                         BRW.com.au
                           Shopping &
                                                                                                                                     Finance                           AFR.com
FlightCentre.com.au          Travel
                                                          YouTube
                                                                       Entertainment                Abc.net.au/TV                                                  ASX.com.au
      VirginBlue.com.au
                                                                                                 Ticketmaster.com.au                                            TradingRoom.com.au
       RealEstate.com.au                              Cricket.com.au
                                                                                           VillageCinemas                                             INGDirect.com.au
                                        Ebay.com.au          AFL.com.au
                      CarSales.com.au                                                      .com.au                              Commbank.com.au
                                                                          GreaterUnion.com.au

                                                                            Sources:ABRS2009: IT Manager; RoyMorgan08: Men; 25-39; Professional/Manager; Works in IT; Company
                                                                            size 100-999; Internet at Work; CBS Interactive: C-Suite & IT Pro Media Usage, Aug. 2009; IBM Growth
                                                                            Markets Unit: The Curious Web; Q209
Ogilvy On: Social Media for B2B Companies
Poll Question:

Do You Have a Profile on Any of These
Social Media Tools:
   LinkedIn
    ANSWERS!
   Facebook
   Twitter
   Friendster
   QQ
B2B decision makers
spend 1% of the time
buying.

They now spend the
other 99%
researching
& talking to
each other.


    Image Source: zharpey_row @Flickr
5 MYTHS
ABOUT B2B & SOCIAL MEDIA
Myth # 1 – Social Media
   is Just for Kids
TRUTH:
    Social Media is Going Mainstream


 Facebook has more than 175 million members, and the fast
   growing segment are users over 30 years old.


 Nearly three-quarters of baby boomers use a video sharing site,
   like YouTube, multiple times every month.


 More than four out of five online users are active in either
   creating, participating in or reading some form of social content at
   least once a month – Forrest/August 2009.
Myth # 2 – Social
Media Doesn’t Apply
      to B2B
TRUTH:
Word of Mouth Has Always Been Important
     – Social Media Makes it Visible

   In 2007, 15% of B2B Marketers said they used social media.

   Today that number has nearly quadrupled as 57% of B2B
    marketers are currently using some form of social media to
    connect customers, create leads, and tap into new sources of
    innovation.


   In 2009, 51% of B2B Communicators cited brand building/brand
    management as the primary objective for social media adoption.
Myth # 3 – Social Media
     is Obscure,
    Niche Content
TRUTH:
Social Media is a trusted source for many purchase
decisions and product opinions – especially in B2B.
Myth # 4 – Social Media
  is Not Relevant to
      Conversion
TRUTH:
        There is Broad Applicability All Along the
                      Sales Funnel

                                        Sample Metrics                      Business Value
                                    Total Visits, Page Views,
                                                                        Tells us a story about the universe
                     Exposure       Visitors, Segment by channel /
                                                                        exposed to the campaign
                                    media tactic, Repeat visitors
                                    Organic Search (by Engine /
ONLINE ENGAGEMENT




                                    Keyword), Referring Site Traffic,   Tells us a story about how many of
                     Response       Organic vs. Driven traffic %, Top   the audience are raising their hands
                                    Content Viewed, Web Content         to start a relationship with the brand
                                    Analysis
                                    Pictures created, number of
                                                                        Tells us how many of the campaign
                    Interaction     creations, Sends to Friends,
                                                                        respondents are showing us that they
                                    Store Searches, Product
                                                                        are more than interested in the brand
                                    Views/Interactions
                                    Registrations, Shared creations,
                                                                        Tells us how many of our universe are
                    Participation   „Depth‟ of Conversation, Repeat
                                                                        showing a longer term relationship
                                    Usage, Demographic
                                                                        commitment to the brand
                                    Segmentation

                                    Opinions Gathered, External         Shows us how the campaign is
                    Discussion      Blog Comments, Conversation         progressing by observing digital
                                    Sentiment                           chatter sentiment for the brand


                     Advocacy       Conversation Chains, Maven
                                                                        Helps us to identify brand advocates
                                                                        who could open up new campaign
                                    Identification
                                                                        tactics
Myth # 5 – Social Media
 is Not Worth the Risk
TRUTH:
For Most B2B Brands, the Benefits Far
         Outweigh the Risks

 Social media has became a critical component in building
   positive relationships.


 All of this is built into search results, increasing visibility and
   promoting thought leadership to prospective customers.
The Opportunity
With Real Life Examples
Digital Landscape: 6 Areas of Opportunity

                              Objectives                        Resources Required                Timing / Logistics
                        (✓ = achieve objectives)              (✓ = requires high level of        (✓ = requires long
                                                                      resources)                  time/complexity)
                 Research     Upper         Lower         Staff &     Content     Investment   Timing to    Complex:
                 & insights   funnel        funnel        Employees   & Assets                 Deploy       Infrastructu
                              (awarenes     (desire and                                                     re/technolo
                              s/interest)   action)                                                         gy


LISTENING           ✓                                       ✓                         ✓                        ✓
SEARCH
                    ✓            ✓             ✓            ✓                         ✓           ✓            ✓

CONTENT
(creation &
                                 ✓             ✓            ✓           ✓             ✓           ✓            ✓
distribution)

SOCIAL              ✓            ✓             ✓            ✓           ✓                         ✓            ✓
ENGAGEMENT

ANALYTICS
(tracking &
                    ✓                                       ✓                         ✓                        ✓
optimization)

EMERGING
MEDIA (mobile,
                                 ✓                          ✓                         ✓           ✓            ✓
virtual)
EXAMPLE:

CONTENT CREATION &
DISTRIBUTION
EXAMPLE:

SOCIAL ENGAGEMENT
EXAMPLE:

EMERGING MEDIA
“hp”

                           Optimized
                            Search




                            Paid
“small business server”    Search




                    EXAMPLE:

                    SEARCH MARKETING
EXAMPLE:

EMPLOYEE TRAINING
Right. Now?
What Can You Do?
Start Here
1. Have a Clear Objective
   Think about what you‟re looking
    to achieve from Social Media

   Is it measurable?

2. Google Your Primary Brand
   What shows up in the top 10
    results? Positive vs. Negative?

   Which results are from social
    media – what do they say?
Start Here (Continued)
3. Start Listening
   Setup an account on Twitter and
    listen to what people say about your
    brand, products
   Use Google Blog Search to read
    what bloggers are talking about


5. Find Influencers
   Who are the people who come up
    the most?
   Are they widely read? Do they
    generate conversation? Are they an
    expert in your industry?
Start Here (Continued)
5. Make Yourself Findable
   Join LinkedIn
   Search for questions on LinkedIn
    Answers and listen to what people are
    asking


6. Make Your Content Findable
   Publish thought leadership in
    multimedia as well as text
   Use Infographics to explain complex
    issues
   Seed images on Flickr, videos on
    YouTube, decks on Slideshare, etc.
FURTHER READING:
 Ogilvy On: Social Media for Crisis Management

 Ogilvy On: Twitter for Business

 Ogilvy On: Facebook for Business

 Social Media in Asia Presentation

 APAC Statistics and Research (Asia Digital Map Blog)
“
One company that goes with this online-initiated flow is
Ogilvy Public Relations.                                ”CONTACT

                                                           Brian Giesen

“       25 China Experts you should follow on
        Twitter… Thomas        Crampton                 ”  Regional Director | 360° Digital
                                                           Influence
                                                           Ogilvy Sydney
                                                           p +61 2 8281 3853
                                                           e brian.giesen@ogilvy.com.au
                                                           t @bdgiesen

                                                           asiadigitalmap.com


“   Ogilvy's digital specialist Brian Giesen
    outlined the best strategies for getting business
    results on social networking site Twitter.          ”  For case studies...
                                                           www.asiadigitalmap.com
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Ogilvy On: Social Media for B2B Companies

  • 2. Moderator Graham White Managing Director | Howorth Ogilvy Public Relations Sydney
  • 4. Social Media for B2B Companies A Red Belt Training
  • 6. Speaker Brian Giesen Regional Director | 360 Digital Influence Ogilvy Public Relations Worldwide @bdgiesen
  • 9. No Vendors Responded Reference: http://bit.ly/dADH0B
  • 10. AGENDA 1. Social Media 101: Quick Refresher 2. Who is the “B2B Decision Maker”? 3. Five Myths About B2B & Social Media 4. Six Ways to Engage 5. Practical Next Steps
  • 11. SOCIAL MEDIA 101 A QUICK REFRESHER
  • 12. Poll Question: Do You Have a Profile on Any of These Social Media Tools:  LinkedIn  Facebook  Twitter  Friendster  QQ
  • 13. Digital APAC The majority of the world‟s heavy Internet users are in Asia, 41% of the world‟s online population, that‟s about 530 million users. (Source: Comscore) More than 450 million across APAC have participated on social media. (Source: OgilvyOne) From age group of 18-34, 73% in APAC claimed themselves as bloggers, while only 42% in the US.
  • 14. Complex Digital Landscape Mobile Social B2B IT Sites/ Blogs Networks Landscape Entertainment
  • 15. 458% Increase of APAC visitors on Facebook Source: BrandRepublic
  • 16. IN 2007, 15% OF B2B MARKETERS POLLED SAID THEY WERE USING SOCIAL MEDIA.
  • 17. TODAY, THAT NUMBER HAS QUADRUPLED. DIGITAL AND WORD OF MOUTH AS THE MOST TRUSTWORTHY SOURCE OF INFORMATION
  • 19. Three “B2B” Customers Miles, CEO Sally, CIO Ruby, IT Manager Large Enterprise Midmarket Small Business
  • 20. Miles, CEO Large Enterprise (>1000) “I will be the one to lead my company into the future.” As a CEO of a leading telecommunications company, I have to remain focused one step ahead of change. I am always on-the- CEO go, and my assistant is responsible for making sure my email Age: 53 and appointments are always up-to-date in my mobile as I go HHI: $415K from one meeting to the next Education: MBA, Location: Hong Kong INFORMATION NEEDS1;2 COMMUNICATION CHALLENGES1;2 •Thought-leadership •Too busy for content that requires time commitment •Networking & Peer Insights •Avoids anything deemed overly technical •Case studies of proven business strategy •May leave IT decision making to CIO •How multiple arenas (e.g., politics, stocks, local news) affect his company •May be influenced by prior relationships Sources: 1RoyMorgan08: Chairman/Managing Director/Head; $150k+ FAVORITE BOOKMARKS (WEBSITES)3;6 2The Enterprise of the future. IBM Global CEO study. • Vendor Websites4 • TheAge.com.au • NineMSN News • Commbank.com. IBM Study 2008, Making change happen 3ABRS2009: Chairman/Chief Executive • AFR.com • Google.com.au1 • Economist.com au 4CBS Interactive: C-Suite & IT Pro Media Usage, Aug. • Smh.com.au • Qantas.com.au1 • Bloomberg.com • YouTube 2009 • Asx.com.au • CNN.com • LinkedIn5 • ANZ.com 5IBM Growth Markets Unit: The Curious Web; Q209 • BigPond Email 6RoyMorgan08: Men; 40-59; Chairman/MD/Owner; Internet at Work
  • 21. Miles’ Digital Map (CEO, Large Enterprise) ANZ.com Google Wikipedia Afr.com .com.au ASX.com.au AfrMagazine. SMH.com.au com Economist.com TheAustralian.News .com.au News & Business & Bloomberg.com DailyTelegraph.news .com.au Information Communication Finance Microsoft Office Onlin Tools: Westpac Ninemsn News .com.au Outlook ABC.net.au/news Mobile Phone Dailytelegraph.com.au BigPond Email INGdirect LinkedIn .com.au Commbank .com.au Ebay.com GraysOnline .com.au RealEstate BBC.com .com Shopping & Entertainment cathaypacific. Travel SBS.com.au com YouTube VirginBlue .com.au AFL.com.au abc.net.au/TV WhereIs GoogleMaps .com.au Sources:ABRS2009: Chairman/Chief Executive; RoyMorgan08: Men; 40-59; Chairman/MD/Owner; Internet at Work; CBS Interactive: C-Suite & IT Pro Media Usage, Aug. 2009; IBM Growth Markets Unit: The Curious Web; Q209
  • 22. Sally, CIO (Midmarket) “I’m focused on strategy. I leave the purchasing recommendations to my IT Manager.” Even though I‟ve been successful at several different companies, I know that you‟re only as good as your last CIO quarters‟ growth. With pressure from the CEO to spearhead Age: 43 enterprise change initiatives, I often look to my peers at other HHI: $350K top companies for thought leadership and insights. Location: Sydney USER GOALS1;2 COMMUNICATION CHALLENGES2;3 •Information about new technologies that •Won‟t participate with time consuming can reduce the cost of IT content due to busy schedule •Opportunities to network with other C- •May be influenced by prior vendor suite professionals relationships •Thought-leadership around IT •Less likely to use the web for “entertainment” Sources: 1RoyMorgan08: Chairman/Managing Director/Head; $150k+ FAVORITE BOOKMARKS (WEBSITES)6;7 2Gartner 2009 CIO Survey, A/NZ results 3Forbes Insights, “The Rise of the Digital C-Suite” • Vendor Websites4 • CIO.com.au • MISAustralia.com • Ebay.com.au 06/09 • ZDNet.com.au • ABC.net.au • BBC.com • Facebook 4CBS Interactive: C-Suite & IT Pro Media Usage, Aug. • Smh.com.au • Google.com.au • Cnet.com.au • Qantas.com.au 2009 • Asx.com.au • Wikipedia.org • LinkedIn5 • Gmail 5IBM Growth Markets Unit: The Curious Web; Q209 6RoyMorgan08: Men; 40-59; Professional/Manager; Works in IT; Salary $100k+; Internet at Work 7ABRS2009: Chief Information Officer/Head of IT/IT Director
  • 23. Sally’s Digital Map (CIO, Midmarket) Cnet.com.a Sourceforge.net u BigPond News News.com.au SMH.com.au ZDNet.com.au BBC.com /Technology Wikipedia.org MISAustralia.com TheAustralian .com.au Technology APCMag.com WhitePages Online News & Yellow.com.au Information CIO.com.au ComputerWorld.co Google.com.au m.au Communication Tools: Lotus Notes Windows Live Search Seek.com.au Mobile Phone Gmail/BigPond/Optus Email SMH.com.au Google LinkedIn /BusinessDay Maps Facebook ANZ.com.au Qantas.com.au Shopping & Business & JetStar.com.au Travel Finance ASX.com.au Domain.com.au Entertainment CricInfo.com Abc.net.au/TV Westpac.com.au Redbook.com. Ebay.com.au Ticketek.com.au StGeorge.com.au au Smh.com.au/Sport Hoyts.com. GreaterUnion.com.au au Sources:ABRS2009: Chief Information Officer/Head of IT/IT Director; RoyMorgan08: Men; 40-59; Professional/Manager; Works in IT; Salary $100k+; Internet at Work; CBS Interactive: C-Suite & IT Pro Media Usage, Aug. 2009; IBM Growth Markets Unit: The Curious Web; Q209
  • 24. Ruby, IT Manager, Small Business “I may be working with a small budget, but I expect to get the same level of service as a large company” The web is the first place I turn to for IT info (or any info)- I trust the opinions of top bloggers and other IT pros online. IT Manager Age: 31 This year, my goal is to find a new IT process to optimize HHI: $80K the sales cycle, ensuring orders go smoothly from the Location: Singapore purchasing interface through fulfillment. INFORMATION NEEDS1;2 COMMUNICATION CHALLENGES1 •Entertaining and informative content •Big vendors won‟t care about his business •Stay up-to-speed with latest technologies •Peers have more influence than vendors •Networking opportunities and peer •Avoids vendor Web sites unless it‟s as reviews engaging as his leisure web activities •Mobile Content Sources: 1RoyMorgan08: IT Professionals; 100-999 FAVORITE BOOKMARKS (WEBSITES)2 Employees 2ABRS2009: IT Manager • Vendor Websites3 • Ebay.com.au • Facebook • Yahoo!7 3CBS Interactive: C-Suite & IT Pro Media Usage, • ZDNet.com.au • MISAustralia.com • YouTube • FoxNews.com Aug. 2009 4IBM Growth Markets Unit: The Curious Web; • ASX.com.au • ANZ.com • ComputerWorld.co • Wikipedia m.au Q209 • INGDirect.com.au • Google.com.au • Ticketmaster.co 5RoyMorgan08: Men; 25-39; • LinkedIn4 m.au Professional/Manager; Works in IT; Company size 100-999; Internet at Work
  • 25. Ruby’s Digital Map (IT Manager, Small Business) Sourceforge Cnet.com.au TheAge.com.au News.com.au .net BBC.com SMH.com.au ZDNet.com.au DailyTelegraph /Technology FoxNews.com .com.au MISAustralia.com Wikipedia.org Ninemsn news Technology APCMag.com CNN.com News & Yellow.com.au Information CIO.com.au Google.com.au ComputerWorld.com.au Communication Tools: Yahoo!7 Search Lotus Notes Mobile Phone Seek.com.au Gmail/BigPond/Hotmail Email MyCareer.com.au WindowsLive/Yahoo!7 Messenger Google Maps LinkedIn FT.com Facebook Whereis.com.au ANZ.com.au Qantas.com.au Business & BRW.com.au Shopping & Finance AFR.com FlightCentre.com.au Travel YouTube Entertainment Abc.net.au/TV ASX.com.au VirginBlue.com.au Ticketmaster.com.au TradingRoom.com.au RealEstate.com.au Cricket.com.au VillageCinemas INGDirect.com.au Ebay.com.au AFL.com.au CarSales.com.au .com.au Commbank.com.au GreaterUnion.com.au Sources:ABRS2009: IT Manager; RoyMorgan08: Men; 25-39; Professional/Manager; Works in IT; Company size 100-999; Internet at Work; CBS Interactive: C-Suite & IT Pro Media Usage, Aug. 2009; IBM Growth Markets Unit: The Curious Web; Q209
  • 27. Poll Question: Do You Have a Profile on Any of These Social Media Tools:  LinkedIn ANSWERS!  Facebook  Twitter  Friendster  QQ
  • 28. B2B decision makers spend 1% of the time buying. They now spend the other 99% researching & talking to each other. Image Source: zharpey_row @Flickr
  • 29. 5 MYTHS ABOUT B2B & SOCIAL MEDIA
  • 30. Myth # 1 – Social Media is Just for Kids
  • 31. TRUTH: Social Media is Going Mainstream  Facebook has more than 175 million members, and the fast growing segment are users over 30 years old.  Nearly three-quarters of baby boomers use a video sharing site, like YouTube, multiple times every month.  More than four out of five online users are active in either creating, participating in or reading some form of social content at least once a month – Forrest/August 2009.
  • 32. Myth # 2 – Social Media Doesn’t Apply to B2B
  • 33. TRUTH: Word of Mouth Has Always Been Important – Social Media Makes it Visible  In 2007, 15% of B2B Marketers said they used social media.  Today that number has nearly quadrupled as 57% of B2B marketers are currently using some form of social media to connect customers, create leads, and tap into new sources of innovation.  In 2009, 51% of B2B Communicators cited brand building/brand management as the primary objective for social media adoption.
  • 34. Myth # 3 – Social Media is Obscure, Niche Content
  • 35. TRUTH: Social Media is a trusted source for many purchase decisions and product opinions – especially in B2B.
  • 36. Myth # 4 – Social Media is Not Relevant to Conversion
  • 37. TRUTH: There is Broad Applicability All Along the Sales Funnel Sample Metrics Business Value Total Visits, Page Views, Tells us a story about the universe Exposure Visitors, Segment by channel / exposed to the campaign media tactic, Repeat visitors Organic Search (by Engine / ONLINE ENGAGEMENT Keyword), Referring Site Traffic, Tells us a story about how many of Response Organic vs. Driven traffic %, Top the audience are raising their hands Content Viewed, Web Content to start a relationship with the brand Analysis Pictures created, number of Tells us how many of the campaign Interaction creations, Sends to Friends, respondents are showing us that they Store Searches, Product are more than interested in the brand Views/Interactions Registrations, Shared creations, Tells us how many of our universe are Participation „Depth‟ of Conversation, Repeat showing a longer term relationship Usage, Demographic commitment to the brand Segmentation Opinions Gathered, External Shows us how the campaign is Discussion Blog Comments, Conversation progressing by observing digital Sentiment chatter sentiment for the brand Advocacy Conversation Chains, Maven Helps us to identify brand advocates who could open up new campaign Identification tactics
  • 38. Myth # 5 – Social Media is Not Worth the Risk
  • 39. TRUTH: For Most B2B Brands, the Benefits Far Outweigh the Risks  Social media has became a critical component in building positive relationships.  All of this is built into search results, increasing visibility and promoting thought leadership to prospective customers.
  • 40. The Opportunity With Real Life Examples
  • 41. Digital Landscape: 6 Areas of Opportunity Objectives Resources Required Timing / Logistics (✓ = achieve objectives) (✓ = requires high level of (✓ = requires long resources) time/complexity) Research Upper Lower Staff & Content Investment Timing to Complex: & insights funnel funnel Employees & Assets Deploy Infrastructu (awarenes (desire and re/technolo s/interest) action) gy LISTENING ✓ ✓ ✓ ✓ SEARCH ✓ ✓ ✓ ✓ ✓ ✓ ✓ CONTENT (creation & ✓ ✓ ✓ ✓ ✓ ✓ ✓ distribution) SOCIAL ✓ ✓ ✓ ✓ ✓ ✓ ✓ ENGAGEMENT ANALYTICS (tracking & ✓ ✓ ✓ ✓ optimization) EMERGING MEDIA (mobile, ✓ ✓ ✓ ✓ ✓ virtual)
  • 45. “hp” Optimized Search Paid “small business server” Search EXAMPLE: SEARCH MARKETING
  • 48. Start Here 1. Have a Clear Objective  Think about what you‟re looking to achieve from Social Media  Is it measurable? 2. Google Your Primary Brand  What shows up in the top 10 results? Positive vs. Negative?  Which results are from social media – what do they say?
  • 49. Start Here (Continued) 3. Start Listening  Setup an account on Twitter and listen to what people say about your brand, products  Use Google Blog Search to read what bloggers are talking about 5. Find Influencers  Who are the people who come up the most?  Are they widely read? Do they generate conversation? Are they an expert in your industry?
  • 50. Start Here (Continued) 5. Make Yourself Findable  Join LinkedIn  Search for questions on LinkedIn Answers and listen to what people are asking 6. Make Your Content Findable  Publish thought leadership in multimedia as well as text  Use Infographics to explain complex issues  Seed images on Flickr, videos on YouTube, decks on Slideshare, etc.
  • 51. FURTHER READING:  Ogilvy On: Social Media for Crisis Management  Ogilvy On: Twitter for Business  Ogilvy On: Facebook for Business  Social Media in Asia Presentation  APAC Statistics and Research (Asia Digital Map Blog)
  • 52. “ One company that goes with this online-initiated flow is Ogilvy Public Relations. ”CONTACT Brian Giesen “ 25 China Experts you should follow on Twitter… Thomas Crampton ” Regional Director | 360° Digital Influence Ogilvy Sydney p +61 2 8281 3853 e brian.giesen@ogilvy.com.au t @bdgiesen asiadigitalmap.com “ Ogilvy's digital specialist Brian Giesen outlined the best strategies for getting business results on social networking site Twitter. ” For case studies... www.asiadigitalmap.com