And that’s end of Day 2 of SES Singapore 2011! This has been a wonderful inaugural session. Join us at next year’s SES Singapore! Catch the Fundamentals and Hot Topics tracks, brought to you by B2Bento, official media partner of SES Singapore 2011.
[4.30 pm] Executive panel: B2B Social Media Marketing Panel by Vincent Teo, Digital Planning Director, BBDO/ Proximity, Anol Bhattacharya, Consultant, GetIT, and Devashish Saxena, SVP, Global eCommerce and Social Marketing, Premier Farnell. Moderated by Eddie Choi, SES Advisory Board & Founding Partner, Frontiers Digital
Significant role of social in marketing
Decision makers in B2B are also consumers! So social marketing is critical for marketing in B2B, perhaps more than in B2C
What is Current B2B Social Landscape – 1) B2B decision makers are the most social engaged users on the planet; they are far more motivated by social activities; 2) Business decision makers are significantly more active in social media, and continue to grow faster than the average users, and 3) Facebook does work for B2B; 4) Most marketers are fully onboard with social media; 5) Currently low budget allocation for B2B social media but contribute to 40.7% sales leads; 5) Social media priorities are mainly business driven not brand awareness; and 6) LinkedIn, blogging and Twitter are more effective for lead generation
How is B2B different from B2C – 1) B2b buying is complex; multiple influencers involved in decision; 2) B2B buying has long sales cycle and 3) B2B professionals must lower purchasing risks – need strong justification to higher management; and could affect their very job
Which B2B marketing objectives can social media achieve: 1) Demand generation ; 2) Establish thought leadership; 3) Brand building; 4) Build customer loyalty and 5) Cross-selling and up-selling.
A lot revolves around content marketing. Valuable content works best.
B2B social media: upends the customer journey funnel. From Advocacy and Loyaly- customer nurturing; to conversion – opportunity nurturing; consideration – lead nurturing; and awareness – seed nurturing.
5 tips for improving social media ROI:
Tip 1: Fish where the Fishes Are. Where are the prospects in social media? Use Outbound Analysis to get an idea of presence. And Inbound Analysis of where you and your customers connect gives an idea of intent.
Tip 2: Who is moving my Cheese? Map your influences. Who are talking about your products, product categories, competitors? Where are the social media watering holes?
Tip 3: Igniting conversation with a Content Strategy. Content has to be remarkable. 1) Use human language; 2) About “their” business context, not your product; 3) Avoid gobbledygook
Tip 4: Everything is relative. Use benchmarking metrics.
Tip 5: The Holy Grail is Conversion Tracking. For campaign and URL tagging, 1) Create a goal, 2) Tag URL – using Google Analytics URL builder, then 3) Create short URL using Google or Bitly
B2B is not an excuse to not do something. It’s looking at it as eye-to-eye (person-to-person)
You are spending somebody else’s money, so use that to your advantage.
Use social media as an avenue to connect and influence.
The individual matters today more than ever.
A “B’ in your business life is also “C” in their non-professional life – they are being influenced by the B2C marketers. So B2B has to reach out equally well if not better.
If you don’t get buy-in, change the group you are talking to. Start small with those who are passionate about it. Work against the “normal distribution curve” in typical organizations.
Members in B2B communities could convert with higher value transactions.
Q&A: Anol Bhattacharya – Crisis management in social media is tougher in B2C! So get out of the shell and do something awesome with B2B social marketing. Devashish Saxena – you can avoid issues around divulging IP, by having a planned content strategy – perhaps new and different from material that is confidential, e.g., infographics relevant to your space. Anol Bhattacharya – continuity is preferred over fanfare for C-level engagement. Devashish Saxena – monetary incentives or reward for participation in social media doesn’t work. Tap into the contributor’s “intrinsic” sense of self worth
[9:40am] Executive Address: “Maximizing your digital marketing mix through integrated marketing” – Monappa Nalyanda, Head of Digital Marketing, Citibank
The Digital Audience – Digital Penetration and Consumption Trends
Internet Usage Trends: more personal, more frequent, getting younger audience
Mobile is now a rapidly growing trend in India.
Consumption has become a lot more frequent through mobile.
The demographics in terms of internet consumption is getting a lot more younger.
Increasing number of Netizens and mobile subscribers are spending more time across more sites.
Integrated Marketing – Strategy, Marketing Mix
Strategy aimed at unifying different marketing methods such as mass marketing, one-to-one marketing, and direct marketing.
Its objective is to complement and reinforce the impact of each method, and to leverage the output for acquisitions, product development, customer service, etc.
Integrated Marketing Mix
A diversified media plan with tailored communication and content creation that leverage the engagement and reach quotient of media vehicles individually to maximize the overall impact of the campaign.
Elements of the Marketing Mix (Instant Reach Media)
Display Marketing: Strength – instant widespread reach; Challenge – low response rates, expensive CPMs on prime inventory; Strategy – creative formats to increase response rates
Mobile Marketing: Strength – extensive reach, relatively under-monetized and uncluttered space; Challenge – recent media with limited data, low CTRs due to restricted display unit; Strategy – interactive messaging format, contextual inventory to minimize wastage, contact fulfillment
Email Marketing: Strength – base targeting, descriptive content capability; Challenge – spam filter tightening impacting open rates, base fatigue; Strategy – base targeting, subject line testing, creative testing
Social Media Marketing: Strength – wide reach with varied targeting capabilities; Challenge – high involvement campaign operations with low response metrics, less developed ad formats; Strategy – micro segment targeting with continuous creative refreshment and content creation
Search Engine Marketing: Strength – access to audience in the ”buying/searching” context with highest response rates; Challenge – intense competition leading to CPC inflation, high involvement campaign operations; Strategy- scale up with constant refinement on ad structure
Integrated Marketing Output
Integrated Marketing Tracking: tracking impact of individual campaigns to evaluate ROI, use attribution tracking to evaluate cross channel impact
The Digital Bank: digital media contribution increasing for branding and acquisition, more customer-access and transact on the banks digital interface … with higher satisfaction scores
[9.15 am] Keynote case study: The art of content marketing by Sarah Whyte, Digital Marketing Manager, Tourism Queensland (TQ)
TQ launched with YouTube as a distribution channel and got 2.5 million views of uploaded content
Twitter gained 17.4k followers: engagement platform and gave important updates during Queensland floods (e.g., what’s open and what’s not)
FourSquare badge promos provided useful tips to tourists across Queensland
418k connection in Facebook – focus on engagement and interaction: Creating conversation, Encouraging sharing, Relevant and targeted, Would I care? Would I share? Move from a “content calendar” to a “conversation calendar”.
Everything from everywhere is tracked
Audience engagement via Competitions, Targeted Facebook advertising, Media schedule and Supporting assets (website, email addresses)
Building audiences through Cross platform promotion (e.g., “Find Us”), Allow unsubscribing (e.g., Unsubscribe newsletter? Follow on other channels), and Partner activities.
Case Study – Roo Mail (a mockumentary): Objectives – 1) Trial response to entertaining contents, 2) Create organically shareable content, 3) Engage consumers with Queensland YouTube channel; Outcomes – 1) Increase engagement across channels; Opportunities – 1) Think bigger upfront (engage PR early); 2) Work owned assets harder; 3) Extend – episodic content.
Case Study – 30 Days in Oz (video clips of UK youth working in Australia during their holiday): Channels – 1) Social channel distribution and CTA; 2) Media and PR activity; 3) Engagement with Partners; Learning and Recommendation – 1) Great for increasing engagement; 2) Acquisition of new connections; 3) Competition apathy; 4) Mobile use increased challenges and competition was not mobile friendly
Case Study – Turtle Campaign 1) Evolution of content; 2) Small budget and 3) Increase engagement
Case Study – Your Big Break – Tourism New Zealand – Capture the essence of world’s youngest country – Produced 5 short films
Case Study – Bananas are Back – TQ – Jan 2011 cyclone caused loss of banana crop – counter negative sentiment as new crop comes out. 1) Engage those already in the conversation; 2) Establish Twitter channel follow a fruit, and 3) Grow the audience with Facebook and Twitter advertising; What they did – 1) Banana mass giveaway tagged with #bananasareback; 2) Launch of video content 3) Facebook and Twitter community to do the heavy lifting; 4) Extend the conversations
What’s Next – 1) Continuing with social engagement and entertainment strategy – test and iterate; 2) Get more mobile – key consideration for campaigns and competitions – use mobile optimized websites
Learnings – 1) Content has to be great for sharing; 2) Engagement first, campaign second; 3) Targeting is key; 4) Have a conversation calendar; 5) Look for extensions – owned, bought, earned and shared; 6) Look beyond the desktop; 7) Follow the data; 8) Learn from the community (people want to tell us something – exploit that)
[9 am] Short talk by Tan Yinglan, Head of Projects at Prime Minister’s Office, National Research Foundation
Singapore’s National Research Foundation has schemes in place to incubate startups in Singapore – the Technology Incubation Scheme. They have invested in Brandtology, ThoughtBuzz, and Adz – companies that are active in the fields discussed at SES Singapore. So if you are Singapore company be sure to take advantage of the Singapore government’s generosity.