社会化媒体的B2B营销策略

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1、SOCIALMEDIAFORB2BMARKETINGASUTHOSHNAIR&JASPREETSIDHUTABLEOFCONTENTSI.WHYSOCIALMEDIAMATTERSINB2BMARKETING3II.HOWCANYOUSTART?BASICRULESOFENGAGEMENT8I.PLANYOURSTRATEGY8II.DOYOURRESEARCH9III.SETYOURGUIDELINES11IV.GETCRACKING13III.HOWAREOTHERSDOINGIT15I.PRODUCTLAUNCH16II.LEAD/DEMANDG

2、ENERATION&CUSTOMERRETENTION17www.b2bento.comIII.BRANDBUILDING&MANAGEMENT18IV.MONITORANDMEASURERESULTS19V.NOTTHEFINALWORD23SHARETHESOCIALMEDIAFORB2BMARKETINGWHITE-PAPERTWITTERFACEBOOKCreativeCommonsAttribution-ShareAlike3.0SocialMediaforB2BMarketingWHYSOCIALMEDIAMATTERSINB2BMARKE

3、TINGBusiness-to-business(B2B)marketingisundergoingaseachange.Traditionalmarketingchannelsliketelevision,theprintmedia,andoutdooradvertisingnolongerdeliverthereturnoninvestmenttheyoncepromised-forasimplereason:yourcustomersarespendinglessthan25%oftheirtimepayingattentiontothesech

4、annels.Wonderingwherealltheactionistakingplacethen?Here'saclue:†1-Morethan133millionblogsindexedsince2002-Morethan10millionuserscreate1,500new"tweets"everysecond-Facebookusergrowthforthe35-plusdemographichasgrownto12millionusersinthefirstquarterof2009WelcometotheworldofSocialMed

5、ia.Whereconversations,interactionsandconsumer-generatedcontentgetmashedupintoaheadymixthat'spotentiallymarketingelixir.Rememberthedayswhenweheardofnewbrandsandproductsthrougheitherword-of-mouth,pressreviewsoradvertising?Now,takeallthese,addloadsofopportunitiesforstrongcustomerre

6、lationships,andwhatyouhaveissocialmedia.Infact,over90%ofB2BbuyersarealreadyusingSocialMediatools,oftentoresearchandexecutepurchases.†2†1Source:"A2/M2ThreeScreenReport,"Nielsen/NetRatings.Q12009.†2Source:ForresterResearch.Feb2009.SocialMediaforB2BMarketing3/24Socialmediadefieso

7、rganizationalboundaries.Andsocialmediaisnotsomethingyouwouldwantyour"agency"alonetorun,liketraditionalmarketingcampaigns.Nolongerareyouboundto"mediabuys"andagencydictates.Youarenowengagingdirectlywithyourcustomer.Andfarfromshyingawayfromorfearingit,youcannowleverageittoitsmaximu

8、mpotentialbyunderstandingwhatyourcustomersaresa