Social Media: The New Channel of Engagement

A Business Perspective
May 29th, 2010

|2

Agenda
What is Social Media How Social Media is Applicable to B2B Companies Case Studies of B2B Social Media

Social Media is a New, Important Marketing and Service Channel

Traditional Media Channels
In Person, Brick and Mortar Print, Mail and Fax Radio, Film, Multi-media Enables high accessibility and inexpensive development Transforms media from traditional monolog to social dialog Accelerates scalable deployment and rapid iterations Facilitates rich asynchronous engagement

Social Media Channels

Engagement Platforms Print Media Redistribution Grassroots and Buzz Campaigns

Social Media Engagement Platforms include Multiple Applications and Site Examples

Publish Microblogging Web & Mobile

*

Share

Discuss Virtual Worlds

Network

Note: Excludes additional application types, (e.g., social gaming, live casts) * Aardvark is uniquely a social search application most similar to Discuss

End-user and Business trends suggest Social Media will Remain

Current Levels of End-user Engagement
3 out of 4 Americans use social technologies 2/3rds of the global internet population visits social networks

Visiting social sites represents the 4th most popular online activity
% of time spent on social networks grows 3X the internet usage rates

Engagement Implications for Businesses

72% of all online shoppers found recommendations helpful and 64% purchased as a result of a personalized recommendation
80% of savvy internet users interact with companies and brands online
37% of them engage companies or brands at least once per week 89% believe companies should have a presence AND interact with consumers

69% of B2B buyers use social networks "primarily for business networking and development"

Sources: Forrester, The Growth Of Social Technology Adoption; Nielsen, Global Faces & Networked Places; CONE, 2009 Consumer New Media Study; ReadWriteWeb, 1/27/09; eMarketer, 07; KnowledgeStorm

It Is Important to Understanding Why Consumers Use Social Media

Activities Site Examples

Connect

Reach family, friends, customers or retailers Network across affiliations Share connections across groups and networks Become informed on issues, products and services, or people along side network dialog Stay informed asynchronously during ones own schedule Sample products, services, with network guidance Purchase items of interest Access subscription items along side network comments Join asynchronous conversations with the network Collaborate on products, services, issues, and activities Embrace the community through advice and sharing

Learn

Consume

Engage

4 Cs of B2B Engagement: How Social Media Helps B2B Companies

Content
Enable the creation and dissemination of a steady stream of engaging content Provides an added layer of information and perspective about the organization

Positions B2B companies to generate traffic to a social media hub / newsroom

Includes: video, images, product releases, white papers, case studies, and social links
Connection

Communication

Conversion

4 Cs of B2B Engagement: How Social Media Helps B2B Companies

Connection
Optimizes ability to attract and engage a specific audience Generates sticky content to increase audiences desire to stay connected

Expedites the relationship building beyond initial acquaintance to information sharing

Content

Connects team with deeper customer, competitor, and industry information

Communication

Conversion

4 Cs of B2B Engagement: How Social Media Helps B2B Companies

Content

Connection

Communication
Generates an ongoing conversation within existing resource constraints Expands message content and quality to cover greater breadth and achieve greater depth in the marketplace Establishes organization as an adept and capable partner or employer
Conversion

4 Cs of B2B Engagement: How Social Media Helps B2B Companies

Content

Connection

Conversion
Communication

Increases opportunity to deliver business and support at key moments of need Expands product offering utilization by a warmer, more informed customer Builds broader industry recognition for optimized partnerships and improved employment pool hires

Scanias Social Media Newsroom for Trucks, Buses and Industrial Engines

Content Relevant video and images Context relevant articles Consistent and constant publication schedule

Conversion Print and share consumption options Articles and media lead to main website conversion point

Communication Robust organization and search features Sharp and professional looks

Connection Multiple external engagement platform connection Rich, engaged relationships across stakeholders

Social Media Improves B2B Sales and Innovation Channels

Establish a Media Center
Problem Statement: Business lacks an impressive web presence that can be found by current and prospective customers who conduct sourcing research online Proposed Approach: Improve website user experience; initiate SEO strategies
Focus on search terms relevant to business

Build a sharp, easily searched media platform Generate relevant, captivating media (e.g., product walkthroughs, testimonials, and employee profiles) Enable dynamic, customizable briefcases for building sales lead relationships

Enter the Blogosphere

Problem Statement: Business not engaged in industry relevant conversations taking place online Proposed Approach: Subscribe to conversation on innovation Build rapport with community to find customers and collaborators

Core Considerations
Communication and business development strategies and effectiveness Leadership's vision and overall resource allocation for business growth Research and training approach for advancing product development and keeping up with industry trends

B2B uses Social Media to Influence End Consumer Purchase Behavior

RV Manufacturer Challenges
RV industry adversely affected by the economic recession; multiple manufacturers forced out of the market Manufacturers rely on independent dealers that are not brand or manufacturer aligned consumer brand awareness becomes a key success factor Customers use the internet for product information and discounts Key purchasing factors are now product familiarity and customer testimony

Social Media Objectives

Increase brand recognition among potential customers and brand loyalty among current owners through social media engagement across multiple platforms Enhance customer service opportunities to make it easier for retail to do business with dealers and dealers to do business with HEARTLAND RVs Ensure social media efforts are more impactful with minimal resource load through appropriate planning and execution of a social media strategy

RV Manufacturer Develops a Social Media Platform for Engagement

15 New Facebook Pages Reengaged Twitter Account

# of Followers: # of Tweets in 2 Weeks:

# in Previous 4 Months: Pages 5th Wheels: Travel Trailers: Toy Haulers: 6 7 2 Fans* 374 66 67 Established Wikipedia Page

39 13
13

Total Visits since Creation*: 839

Average Daily Traffic*:
(*)

Total:
(*)

15

507

39

Fan count across unique pages is not mutually exclusive

Includes employees developing site and bots

Eric Siegmann, Drew Consultants LLC

Professional Background
Eric is a proven thought leader with strategy consulting expertise in marketing, eCommerce, and business process optimization. During his 9+ years of consulting he navigates Fortune 100 companies through new product/service development; online platform design; pricing strategy and financial modeling; corporate strategy and business transformation. Eric brings a functional knowledge of branding, the customer lifecycle and business informatics. Industry experience spans healthcare, insurance, financial services, and consumer products and services. Prior to founding Drew Consultants, Eric served as Manager at Diamond Consultants (NASDAQ:DTPI) and as Service Consultant and Manager of Floor Operations for MicroHedge (a SunGard Data Systems Inc. company), a leading financial software firm. Eric earned his Master of Business Administration in strategic management, finance, and international business from the University of Chicagos Graduate School of Business. He holds a Bachelor of Science from The Ohio State University in Columbus. In his free time, Eric enjoys running marathons, traveling, and the occasional draft beer, rich meal, and Scotch, all preferably combined. Developing and managing a social media launch campaign for an outdoor adventure sport equipment manufacturer Developed and implemented a social media strategy for the 3rd largest US RV manufacturer to increase brand awareness and strengthen customer service relations Assessed the financial investing social media landscape for a $3B provider of technology-based financial services solutions Positioned a national dental insurance provider to optimize services for new products including developing an online portal

Phone: 312.209.6434 Email: eric@drewconsultantsllc.com

Project Experience Highlight