Social Media for B2B

Moderator

Graham White
Managing Director | Howorth
Ogilvy Public Relations Sydney
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
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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
•Networking & Peer Insights
•Case studies of proven business strategy
•How multiple arenas (e.g., politics,
stocks, local news) affect his company
•Too busy for content that requires time
commitment
•Avoids anything deemed overly technical
•May leave IT decision making to CIO
•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
can reduce the cost of IT
•Opportunities to network with other C-
suite professionals
•Thought-leadership around IT
•Won‟t participate with time consuming
content due to busy schedule
•May be influenced by prior vendor
relationships
•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
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
Any Questions?