Slide 1: Social Media Use Soars Among B-to-B Marketers
Bob Felsenthal VP-Publisher BtoB
Slide 2: “Thirty-eight percent of all media on the Internet is consumed on social platforms, so we as b-to-b marketers need to be there.”
Patrick Crane VP-marketing & advertising LinkedIn
BtoB’s Leading Edge Virtual Trade Show, June 2009
Slide 3: About the Survey
• Conducted June 2009 • BtoB and the Association of National Advertisers’ marketing audience was surveyed.
Slide 4: Newer media platforms current use by b-to-b marketers
Your own website Email marketing SEO - organic Online ads/banners/etc. SEM - paid keyword Webinars Social networks/social media RSS feeds Viral video Podcasts Wiki Video-on-demand Blogs Mobile Gaming Second Life 7% 6% 18% 42% 38% 36% 36% 34% 46% 57% 79% 73% 71% 66% 99% 94%
Slide 5: Newer media platforms use within next year by b-to-b marketers
Blogs Podcasts Mobile Viral video Video-on-demand Social networks/social media Webinars RSS feeds SEM - paid keyword Wiki Online ads/banners/etc. SEO - organic Email marketing Gaming Second Life
28% 27% 23% 21% 21% 18% 18% 15% 14% 12% 11% 4% 3% 2% 43%
Slide 6: “We’re using Twitter as a ‘teaser’ channel, Facebook as a hub of information, forums as a type of help desk and blogs as our corporate voice.”
Paul Dunay Global managing director of services & social marketing Avaya
BtoB’s NetMarketing Breakfast, June 2009
Slide 7: Social networks/media use among b-to-b
LinkedIn
81%
Twitter
70%
Facebook
60%
YouTube
49%
Company branded social media site
14%
MySpace
12%
Slide 8: Social networks/media use among b-to-b
81% LinkedIn 25% 70% Twitter 46% 60% Facebook 86% 49% YouTube 82% 14% 18% 12% MySpace 46%
Company branded social media site
Primarily B-to-B Primarily B-to-C
Slide 9: “I have yet to meet a marketing professional I didn’t think could benefit from using Twitter, as I’ve found it to be such an incredible resource for marketing information, insights and connections.”
Marcy Shinder VP-Brand Management American Express OPEN
BtoB, July 2009
Slide 10: “Twitter is another way for us to engage with our customers, it’s becoming very critical for us. What b-to-b marketers miss is that these conversations are going on without them.”
Jeffrey Hayzlett CMO Eastman Kodak Co.
BtoB, April 2009
Slide 11: Primary Objective for Social Media Use in B-to-B 1. Brand Building/Brand Management (51%) 2. Demand Generation/Client Acquisition (30%) 3. Customer Loyalty/Retention (9%) 4. Cross-Selling/Up-Selling (5%)
Slide 12: Primary Objective for Viral Video Use in B-to-B 1. Demand Generation/Client Acquisition (58%) 2. Brand Building/Brand Management (35%) 3. Customer Loyalty/Retention (3%) 4. Cross-Selling/Up-Selling (3%)
Slide 13: Primary Objective for Blog Use in B-to-B 1. Customer Loyalty/Retention (33%) 2. Brand Building/Brand Management (29%) 3. Demand Generation/Client Acquisition (25%) 4. Cross-Selling/Up-Selling (4%)
Slide 14: “Even though the ROI of social media is sometimes tricky to measure, with each passing day more companies, including savvy b-to-b companies, are building better connections with customers and prospects through social media channels.”
Tim Walker Social media manager Hoover's Inc.
BtoBonline.com, August 2009
Slide 15: How B-to-B Companies Are Measuring Effectiveness*
Purchase Registrations to events, etc. Positive word-of-mouth Downloads (e.g. white paper) Registrations in general Click-throughs Site visits
*Results are across all newer media platforms
51% 64% 69%
62%
62%
60%
57%
Slide 16: How B-to-B Companies Are Measuring Effectiveness*
Would recommend/forward to a friend Level of brand engagement Time spent Encouraging user generated content Number of members of social media groups Number of discussions on social media sites
26% 35% 48%
46%
33%
33%
*Results are across all newer media platforms
Slide 17: Social Media Budgets 2008 vs. 2009 Spending • 46.2% of b-to-b marketers will increase their social media budgets in 2009*
*BtoB’s ‘2009 Marketers’ Outlook’ survey
Slide 18: “This stuff is so cheap to do; you want to go out and experiment and do a lot and see what sticks.”
Mark Wilson VP-Corporate Marketing Sybase Inc.
ANA/BtoB Marketing in a New World Conference August, 2009
Slide 19: Percentage of Overall Media Budget Allocated to Newer Media Platforms B-to-B vs. B-to-C
Slide 20: “You’ve got to listen, you’ve got to build your objectives and you’ve got to participate; and the participation is an enormous time constraint.”
Matt Yorke President IDG Strategic Marketing Services
BtoB, September 2009
Slide 21: Thank you Bfelsenthal@crain.com Online: BtoBonline.com Twitter: @btobmagazine
