23-03-2012 21:10 Ted Rubin, Chief Social Marketing Officer at Collective Bias (collectivebias.com shares his thoughts on what it takes for large enterprises and brands to successfully make the transition to social. From SXSW 2012
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Ted Rubin, Chief Social Marketing Officer at Collective Bias on How does business adapt to social? - Video
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San FranciscoSocial media and content marketing were two of the hot topics discussed during afternoon panels at BtoB's Digital Edge Live conference here yesterday.
The event, BtoB's first full-day conference on digital marketing, attracted almost 200 b2b marketers and covered topics including social media, mobile marketing, content strategy and CMO issues.
During a panel on social media, marketers from Cisco Systems, Hitachi Data Systems and Royal Dutch Shell shared strategies for success.
Petra Neiger, senior manager-social media marketing at Cisco, gave five tips for effective social media marketing: Start at the top with senior leadership; activate and reward employees for participation; create advocates in user communities; create internal work flows, such as having a crisis plan; and share success stories.
Sharon Crost, global online marketing and social media manager at Hitachi Data Systems, presented three strategies for effective social media marketing: Make it engaging, make it social and make it count. Hitachi Data Systems creates contests for users to engage them; has senior executives speak to bloggers and influencers to create social content; and measures the impact of social media.
During a session on content marketing, marketers from Hewlett-Packard Co., Tellabs and Xerox Corp. talked about how they use content in their marketing efforts.
The key is to surround customers with content; make sure you are thought-provoking and convert content and conversations into soft and hard conversions, said George Stenitzer, VP-marketing and corporate communications at Tellabs.
By using effective content marketing such as white papers, online videos, mobile content and social media, Tellabs has tripled both soft conversions (such as subscriptions to newsletters) and hard conversions (sales and other transactions) in the past year.
Alex Flagg, manager of social media and digital content enablement at HP, said the company uses a 10-point system to review content for effectiveness.
By analyzing areas such as subject lines on emails, headlines in social media content and keyword optimization, HP has improved ROI on content.
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'BtoB' Digital Edge Live explores social media, content marketing
Small businesses are increasing their use of the Internet and social media platforms to connect with customers and grow their businesses, according to a recent survey by Citibank, with 65 percent of the 749 small business owners surveyed across the United States citing increased marketing activities as a key step in growing their business. The survey also found that smartphones ranked as the best technological solution for small businesses, with nearly half (48 percent) currently using smartphones like the iPhone or Android-powered devices.
While the large majority (70 percent) of respondents used their company website as a marketing channel, 41 percent said they have used social media channels, such as LinkedIn, Facebook and Twitter, in the last year. Sixty-two percent haven't used email for marketing purposes -- a figure that remains the same from when Citibank first surveyed small business leaders about social media and online marketing in April 2010.
As small business owners are moving online, and relying more heavily on their company website, online channels represent an emerging opportunity to help grow their businesses. In fact, many small businesses plan to use digital and social media tools in the coming year. According to the survey, 60 percent plan to increase activity on their website for marketing purposes, 40 percent intend to use social networking sites such as Facebook, LinkedIn or Twitter for marketing or expanding their business up 10 points from 2010, and 38 percent plan to leverage email marketing tactics to drive awareness and sales of products and services.
"Although small business owners have been slower to adopt online marketing channels, they are clearly warming up to using these tools to target customers," said Maria Veltre, managing director of small business marketing and customer experience at Citi. "They are seeing that social media platforms can be an efficient and cost effective means to increase awareness of their business, engage with customers and, ultimately, to drive growth."
The number of small businesses selling goods and services online or via email rose from 16 percent to 24 percent since 2010. The use of social media tools, such as Facebook, Twitter and LinkedIn, is up six percentage points during that same time frame. The survey also revealed that nearly three-quarters of small business owners who have a Website find it very or somewhat effective in generating more business for their company. More than one-third (34 percent) said that they plan to use smartphones in the future. In addition, tablet computers like Apple s iPad have penetrated one-quarter of small businesses, and another 23 percent said they planned to use them more or add one in 2012.
Small business owners under the age of 45 were more likely to use digital and social media to address their marketing needs. In the past 12 months, 54 percent of small business executives under the age of 45 used social networking sites such as Facebook, Twitter or LinkedIn, compared to only 36 percent of their peers aged 45 and over. Younger small business owners were also more likely to use a company website (72 percent versus 68 percent of older respondents) and search engine optimization (44 percent versus 33 percent).
"Today, the web is the first place consumers go for information on products and services," said Tracey Weber, managing director of Internet and mobile for North America consumer banking at Citi. "The perception is that these channels are expensive and time-consuming, but the reality is there are simple ways to reach current and prospective customers online. Small businesses have a great opportunity to leverage online tools and social media to market their businesses and to help drive growth."
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Small Businesses Leveraging Social Networks for Marketing, Citibank Finds - Intelligence - News & Reviews - Baseline.com
Withing 20 months of Apple launching the first iPad in the US, local tablet ownership hit 18 per cent, and is forecast to more than double this year to 39 per cent. Photo: Getty Images
THE rapid expansion in the use of social networks as a marketing tool has been underscored in a new survey.
Browsing for product and brand information has increased rapidly, particularly on Facebook, Nielsen's January online ratings report finds.
Among regular internet users, more than one in five shops or researches brands on social media platforms.
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The top categories included retailers, movies and TV, restaurants and bars, technology brands and charities.
The change in the way consumers shop and research products comes as the smartphone replaces other hand-held devices.
By the end of this year, 64 per cent of Australians are expected to own one, up from 51 per cent last year. BlackBerry's market share halved last year, to 4 per cent.
Within 20 months of Apple launching the first iPad in the US, local tablet ownership hit 18 per cent, and is forecast to more than double this year to 39 per cent.
The popularity of Facebook as a marketing tool continues to rise - 57 per cent of online Australians have clicked a Facebook ''like'' button for a brand or organisation last year, up from 46 per cent a year earlier.
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Marketing gets social