My Customers Dont Use Social Media You Are Not Your Customer 3 - - PowerPoint PPT Presentation

▶
my customers don t use social media you are not your
SMART_READER_LITE
LIVE PREVIEW

My Customers Dont Use Social Media You Are Not Your Customer 3 - - PowerPoint PPT Presentation

Mar 23, 2024 244 likes •698 views

Destroying the 7 Myths of B2B Social Media Jay Baer @jaybaer Myth #1: My Customers Dont Use Social Media You Are Not Your Customer 3 81% of U.S. Online Adults Use Social Media *Forrester 4 Prove It With Social Anthropology Gist.com

slide-1
SLIDE 1

Destroying the 7 Myths of B2B Social Media Jay Baer @jaybaer

slide-2
SLIDE 2

Myth #1:

My Customers Don’t Use Social Media

slide-3
SLIDE 3

3

You Are Not Your Customer

slide-4
SLIDE 4

4

81% of U.S. Online Adults Use Social Media

*Forrester

slide-5
SLIDE 5

5

Prove It With Social Anthropology

Gist.com Rapportive.com

slide-6
SLIDE 6

Myth #2:

Social Media Isn’t Worth the Trouble for B2B

slide-7
SLIDE 7

7

B2B Customers Use Social

86% of business technology buyers engage in some form

  • f social activity for work

purposes.

*Forrester

slide-8
SLIDE 8

8

Social Media is More Important for B2B

  • Fewer overall customers
  • Considered purchases
  • Visibility in funnel
  • Importance of sales reps

Social provides touch points between official CRM campaign elements

slide-9
SLIDE 9

9

Impact of Search on Lead Generation

Consumers exposed to a brand in social are 2.8x more likely to search

*GroupM Search

slide-10
SLIDE 10

Myth #3:

How B2C Uses Social Media Doesn’t Apply

slide-11
SLIDE 11

11

Social Media Reality Check

  • Do you have customers?
  • Do you have prospective customers?
  • Do you have employees?
  • Do you have competitors?
  • Do you have a story to tell?

Congratulations! You have the raw materials for social media.

slide-12
SLIDE 12

12

Key Process = Same for B2B and B2C

Harvest stories about your company and customers Storytelling humanizes company

Humanization creates kinship

Kinship drives purchase from new and existing customers Customers create more stories for harvesting

Social Media Success Process

Repeat

slide-13
SLIDE 13

13

Social Media Strategy = Same for B2B and B2C

  • Awareness?
  • Sales?
  • Loyalty?

The only difference between B2B and B2C is certain tactics

slide-14
SLIDE 14

14

We’re All Using the Big 4

Social Media Site Usage by Organization Type

*MarketingProfs

slide-15
SLIDE 15

Myth #4:

If Nobody Tweets About Us, We Don’t Need Social Media

slide-16
SLIDE 16

16

Give Them Something to Talk About

Content Marketing Necessity Scale

Amount of chatter about your company in social media Need for your company to create and optimize social content

slide-17
SLIDE 17

17

Social Without Content is a One-Legged Stool

Content Marketing Usage by Tactic

*MarketingSherpa

slide-18
SLIDE 18

18

Map Content to Taxonomy

Services Consulting Staffing Solutions

slide-19
SLIDE 19

19

Map Content to Taxonomy

Recipes Mango Corn Bean Verde

slide-20
SLIDE 20

20

Graphic coming

B2B customers are ready to speak to sales

  • nly after

gathering 60% of necessary info

Map Content to Sales Cycle

slide-21
SLIDE 21

21

Your Content Elsewhere

Centralized and Decentralized Content

Your Content

  • n Your Website

Those Who Know You Those Who Don’t Yet

slide-22
SLIDE 22

22

Be a Digital Dandelion Think small!

slide-23
SLIDE 23

Myth #5:

Having a “Page” is a Sufficient Social Media Strategy

slide-24
SLIDE 24

24

This is Not a Blood Oath

87% of B2B companies are using Facebook

  • r LinkedIn pages

*MarketingSherpa

slide-25
SLIDE 25

25

Realities of the News Feed

slide-26
SLIDE 26

26

Focus on Being Social, Not Doing Social

Share of Search

circa 1999

slide-27
SLIDE 27

Myth #6:

Social Media is Just Marketing

slide-28
SLIDE 28

28

Answer the Social Telephone

slide-29
SLIDE 29

29

Customer Service to the Outraged

Fewer than 1% of Twitter users turn to Twitter as first customer service contact.

*ExactTarget

slide-30
SLIDE 30

30

Set Expectations

70% of customer complaints on Twitter go unanswered

*Maritz

slide-31
SLIDE 31

31

The Decision May Not Be Yours

slide-32
SLIDE 32

Myth #7:

Social Media isn’t Measurable

slide-33
SLIDE 33

33

What “It Isn’t Measurable” Really Means:

  • We don’t know what to measure
  • We don’t have access to the right data
  • We don’t know how to tie data together
  • We don’t have the time to measure well
  • We don’t know what the data means

64% of B2B marketers use Web traffic generation as #1 social media metric

*eMarketer

slide-34
SLIDE 34

34

Social Media-Only Offers

slide-35
SLIDE 35

35

Lead Generation

slide-36
SLIDE 36

36

Lifetime Customer Value

slide-37
SLIDE 37

37

Net Promoter Score

slide-38
SLIDE 38

38

ROI of Programs

40 hours/month to produce blog x hourly rate per each blogger ($40) x overhead factor (50%) + amortized design fees ($1,000/month) + monthly hosting fees ($100) + monthly add-ons ($100) ____________________________ = monthly true blogging costs ($3,600) 25 leads/month x conversion rate (20%) x avg. lifetime customer value ($3000) x profit margin (30%) ____________________________ = monthly true blogging revenue ($4,500) ROI = Revenue – Investment/Investment

$4,500 - $3,600 / $3,600 = 25% ROI

slide-39
SLIDE 39

39

Correlation

slide-40
SLIDE 40

40

Share Your Scoreboard

slide-41
SLIDE 41

7 Myths:

  • My Customers Don’t Use Social Media
  • Social Media Isn’t Worth the Trouble for B2B
  • How B2C Uses Social Media Doesn’t Apply
  • If Nobody Tweets About Us, We Don’t Need

Social Media

  • Having a “Page” is Sufficient
  • Social Media is Just Marketing
  • Social Media Isn’t Measurable
slide-42
SLIDE 42

42

Destroy!

slide-43
SLIDE 43

Jay Baer www.convinceandconvert.com www.jaybaer.com