A couple of weeks ago, I wrote about how social media use is on the rise in the workplace, but this infographic shows that its not only B2C companies that are using social media for marketing. A new study of 548 companies by Eloqua reveals that two-thirds (64% to be exact) of B2B companies currently are investing in social media marketing. My guess is that number is only going to increase, both in quantity and quality, as nearly 40% of companies surveyed said that they feel that they aren’t fully tapping the full potential of social media marketing. In the study, it was interesting to see that a shocking 23% of companies said that their social media is not under control of any one department. There is nothing wrong with having multiple departments contribute to a company’s social media mission, but it does need to have stewardship under at least one department. Social media ROI is difficult to measure, especially in the B2B space, and too often social media marketing plans are abandoned because they can’t tie actual dollars to social media. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Social media usage has grown considerably in the past few years and at the same time companies have seen benefits from the access of new channels to convey a message towards their customers.
This marketing technique provides brands with many advantages that integrate with social media and content marketing implementation.
Responsive and Adaptive: According to the Modern Marketing Manifesto, brands that have mastered the agile marketing approach understand that being responsive and adaptive to change is necessary in a fast-paced digital culture.
More brands are beginning to incorporate the conceptual frameworks of agile marketing, which is now being recognized as a modern marketing approach to social media and content strategy.
Try incorporating methods of agile marketing into your next social media campaign and share your outcomes!
Leta€™s face it, social media marketing is primarily suited for Business to Consumer (B2B), but this does not mean that Business to Business (B2B) companies cannot also harness the power of social media. A closer analysis of a recent study on B2B marketing by Brightcove shows that although 87% of B2B brands engage in some form of social media marketing; albeit marketing professionals remain largely unsure about its effectiveness. This lack of confidence boils down to one thing a€“ manufacturers dona€™t know how to effectively use social media marketing. Facebook is more laid back than LinkedIn, and it principally favors consumer oriented relationships. Social networks work best as a two-way conversation, because they will not only allow you to share your companya€™s content, but to also gain from your customersa€™ feedback.
Social media marketing flawlessly integrates with other inbound marketing methods including e-newsletters and blogging. Manufacturers can reach out to their clients on LinkedIn, define their area of expertise, develop a leadership position in their industry, and create a bridge between all their social networks and company website. According to social media examiner, businesses stand to gain from increased business exposure, increased traffic to their business website, and better understanding of their market. Chris is an internet marketing expert providing inbound marketing strategy and consulting at V2 Marketing Communications. How US consumers spend their time online has shifted significantly in the past five years, according to Online Publishers Association (OPA) data presented in the Digital Marketing Factbook (Q4 2009) recently published by MarketingProfs.
The Digital Marketing Factbook, designed to be a comprehensive source of data and research for online marketers, includes chapters on email, search, and social media—with 144 pages of findings, including 110 charts and graphs from 60+ sources. In 2004, US consumers spent 42% of their online time on communications-related activities such as reading and sending email, whereas now they spend only 27% of their time doing so, according to the OPA data cited in the Factbook.
In addition to devoting more of their online time to community sites, consumers today are spending more time on content sites and search, and less time on commerce sites, than they were in 2004. The "Online Overview" that opens the Digital Marketing Factbook presents the information above, as well as data on Internet usage worldwide, typical marketing budgets, most successful and most used tactics, and marketing ROI—including, in all, 21 charts. Following the overview are chapters on email, search, and social media marketing, all of which are sampled in this article. The Factbook is available for purchase by nonmembers for $199—or $119 for MarketingProfs Premium Members. Senior marketers were asked which components of their current digital marketing programs—search, email, display advertising, social networking, and mobile advertising—delivered the best results. Search marketing delivers the best results (33%); search and email still constitute the core of a solid online media plan. Nearly everyone uses email, and this medium is repeatedly ranked as one of the most cost-effective (and effective) forms of marketing. The Email Marketing section of the Digital Marketing Factbook covers how, when, and why consumers and businesses use email, as well as providing marketing benchmarks, such as average open rates, that can help you judge your own efforts. Global email users were asked the following question: As a result of opening permission-based emails, how often do you normally take each of the following actions? Consumers in Asia appear more responsive to email offers than those in other regions, though a higher percent of consumers in North America would enter a sweepstakes or promotion. Asian consumers are also more likely to forward emails than consumers based elsewhere: 51% forward emails, compared with 39% of North Americans and 32% of Europeans. European and North American consumers respond much the same to subject lines, although Europeans are more likely than Americans to find free product offers attractive (66% vs.
Looking at the most important email marketing initiatives that businesses consider implementing, we see that the top-ranked ones reflect a desire to improve relevancy. According to a survey of 623 email marketers, almost 50% of respondents report that sending emails at midday (10 a.m. Consumers ranked social networking sites low among the options; it will be interesting to see whether consumers come to rely more on these sites in the months and years ahead. Data from comScore suggests an interesting trend: a steadily increasing length in the phrases people use when searching for something. The search marketing firm SearchIgnite put together an aggregate analysis of its clients' activity in Q2 2008 compared with Q2 2009 to see the effects of the market downturn. The Social Media Marketing section of the Digital Marketing Factbook features the latest stats on usage of social media, including data for how usage differs across various demographics.
According to BIGresearch's Simultaneous Media Usage Survey of 22,000 consumers, women are far more active on social networks than men, with the exception of the career-oriented LinkedIn.

According to a study of 711 women social network users, nearly half of all social networking women belong to four or more networks.
Some 57% of white-collar Baby Boomers report they use the networking site LinkedIn, while another 55% have a Facebook profile. Join over 600,000 marketing professionals, and gain access to thousands of marketing resources! Brian Solis shares why great products, creative marketing, and delightful customer service are no longer enough to win customers. Presented by: Paul ChaneyIn just 10 minutes, we'll share six practical tips that will help you tap into your online community to grow your business and benefit your customers.
Although 79% of the 2,100 companies surveyed are either using or planning to use social media channels, a measly 12% of those firms feel that they are using them effectively. According to research from a Harvard Business Review Analytics report, 58% of companies are engaged in social media networks like Facebook, microblogs like Twitter, and sharing multimedia on platforms such as YouTube but much of the investment in social media is future-oriented. Business are opening accounts but not sure how to put together successful social media campaigns. If you are at a stand still and unsure of how best to use social media to market your business online, you can benefit greatly by learning tips and tricks from a marketing consultant.
Dorri Olds is an award-winning freelance writer whose work has appeared in book anthologies and The New York Times. Social Media CoachIf you are new to social media and don’t know where to begin, there are many tips and tricks to keep you on the right track.
Companies are now monitoring beyond brand keywords to glean important information about the market, competitors and consumers.
Consumers are constantly on the lookout for better product, and they use social media networks to get recommendations for them. Make sure your social media monitoring service can also track message boards and forums, as they often contain questions and in-depth discussions about products and the industry.
A good product review by a social media influencer is often more effective than a paid advertisement. If you notice a conversation is gaining traction, add a reply — whether the post is positive or negative. Customer feedback can be used to improve existing products and design new products and features that better meet their needs. Social media monitoring also delivers conversations from unsatisfied customers about competitor products — giving your brand the opportunity to jump in and introduce yourself.
Even if you practice all of the above techniques, there’s still the possibility your brand will experience a crisis.
Bottom line: social media monitoring delivers a gold mine’s worth of data and insight about competitors, customers and consumers. William Comcowich now serves as CMO of CyberAlert LLC, the media monitoring and measurement service, and editor of the CyberAlert Blog which covers PR, marketing and social media. Agile marketing is primarily driven by digital efforts, with a focus on social media and content marketing. For example, many companies utilize agile marketing before a product emerges into the market to gather ideas from potential users. Social Interaction: Agile management is known to value interactions and individuals over processes and tools which support the foundational aspects of social media. By adopting an agile marketing technique, brands learn to be adept at maintaining and managing brand awareness and social media networks through the understanding of customer needs, and staying updated on relevant events and trends. By analyzing data and testing a number of social media marketing experiments, brands have a greater chance at staying ahead in a competitive culture.
Brands have also found great success in applying agile marketing to their product development process.
Only one social network, LinkedIn, out of ten scored higher than 50% in the confidence gap on effectiveness. Here are 5 ways manufacturing companies can revitalize their marketing through social media. This is not surprising considering that YouTube gets over 1 billion unique visits every month. Marketers should create a business profile and a LinkedIn company page, and also create and join LinkedIn groups. Twitter and Facebook are the most active social networks, and manufacturers should follow their customers on Twitter and get fans on Facebook.
Here Toyota shares everything from industry news to humorous photos, and its public list is a great resource for other manufacturers in the industry to find eachother.
Savvy manufacturing marketers can take this opportunity to exploit social media marketing for all its benefits.
His experience in agency management and media development includes award winning website development, graphic design, photography, broadcasting and journalism. Marketers can use this information-packed resource to plan their online marketing campaigns and implement go-to-market tactics," said MarketingProfs President Roy Young. Basic Members (just provide your email address to become one) can obtain a copy for $159 until Saturday, Oct.
Only 11% cited social networking—an especially striking figure when you consider that consumers spend 13% of their online time on social networks, and this percentage is likely to grow. The results showed that discount offers have universal appeal, but many subject lines are much more popular in Asia than in Europe or the United States (familiar brand names, new product announcements).
Though not nearly as large as Google, a site like eBay hosts about as many monthly searches as Microsoft or Ask. This means that the long tail of lesser-used, but more productive search phrases of 3+ words is growing. Internet users shows the same phenomenon: the length of search queries has increased over the past year. What it found is that its clients have been able to get more PPC impressions and clicks while spending less.

Learn about who is reading blogs, chatting with friends or business contacts, putting up a blog, tweeting or creating a Facebook or MySpace page. Based on focus groups conducted by ShesConnected, the primary reason given for joining multiple sites was "no one site meets all of my needs or interests." This insight may be particularly useful for marketers trying to help meet certain product-specific information needs. This is the kind of hard data a professional marketer needs to articulate potential objectives to a client.This isn't good stuff, it's GREAT stuff. They want to build their brand online and increase sales but they don’t seem to be using all of the analytics tools available and all of the social media strategies that are out there. Brands can use data gathered by social media monitoring to learn information about the market, competitors and consumers. In 7 Reasons Why Banking & Financial Sector Can’t Miss Out on Social Media Listening, Nikitha Sattiraju lists some of the less-utilized social media monitoring applications that can significantly benefit PR and marketing strategies. Companies can monitor trends and products by their keywords and determine what people are saying about them. Through social media monitoring, you can find the conversations that indicate their interest and make your brand available to them. Likewise, when an influential person shares a bad experience with a brand, it can do a lot of damage. When Microsoft announced the Xbox One would involve used-game restrictions and an always-online requirement, consumers were outraged. More consumers are taking to social media to ask companies questions or voice their complaints. Monitoring competitors’ brands, products and customers helps you understand where you stand in the market. More than 3 million if we take all social medias. Together with the students of HAAGA-HELIA University we examined corporate usage patterns of social media in Finland. How are theyusing social media for marketing?The students of HAAGA-HELIA University haveresearched corporate usage patterns of social media forcompanies not served by Dingle (yet). By engaging customers and clients in conversation, companies can leverage customer desires and ideas in relation to new product developments. B2B businesses, especially manufacturers, are often the slowest to accept and integrate social media marketing. YouTube lets manufacturing companies tell the story behind their brand and provide educational industry content in a video format. They should be active in online discussions as a means of increasing their brand visibility.
Manufacturers in this case have to create a company profile on Facebook with an aim of gaining a€?likesa€™, and to grow their fan base.
You can also use social media listening tools, such as the Social Inbox tool inside Hubspot, as a way of monitoring the general sentiments that customers have about your company. Though every emailer should test for himself or herself what the best time of day is, this can help guide initial efforts. Searches of eight or more words increased the most (18%), although two-word searches made up the majority of searches, amounting to 23% of all queries in 2009. For example, a bank may monitor “loans” and discover conversations about interest rates being too high.
Monitoring industry keywords and phrases reveals conversations from consumers shopping around for products.
Microsoft ended up completely reversing those decisions before releasing the Xbox One so it wouldn’t lose its customers to its Sony PlayStation rivals.
By drilling down into their new offers, stores or features, you can design strategies that match or exceed them. Social media monitoring takes the guessing out of PR and marketing and enables brands to produce better products and build stronger relationships with their customers. Prior to CyberAlert, Bill produced interactive multimedia programs and served in PR positions in major non-profit organizations. We make sure our customers are represented in all the valuable channels, but what about the companies we do not serve (yet)? According to Mashable, three brands that do this successfully are Carsurfing, Teradata Applications, and CafePress.
The videos posted should include anything from how-to videos, product introductory videos, or product feature videos.
Make meaningful connections, and soon you will get insight into hundreds of other companya€™s corporate structure. And sharing the content youa€™ve curated on your social channels will give a manufacturing company an added marketing advantage over the competition. Using these tips, B2B companies too can capitalize on this this effective marketing method. More sophisticated usage as search becomes more mainstream is the most likely factor responsible. Understanding the middle of the long tail is a key part of maximizing the efficiency of a PPC campaign. In response, the bank could choose to offer lower interest rates to attract new consumers or increase customer loyalty.
Social media monitoring catches all mentions of your brand so you can answer customer questions promptly and address their concerns. In this case, Oreo added to its existing marketing plan by creating an extemporaneous content strategy that immediately became viral.

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