(Read time = 2-3 minutes) As social media intrudes further into the B2B marketing, many managers, consultants and agencies are being asked by the C-suite to defend against the perception that ”social media is just for kids“. Here’s a quick reference list prepared for just such a discussion at an ingredient brand technology company during the engagement evaluation discussion. Replicate the approach using your own market segment, competitors and marketing partners. A small bit of homework will provide eye-opening results.
Benchmarking the Staggering Volume
Imagine the opportunities for “accidental” traffic if content is embedded at some/any/all of these (or other) sites. Remember, the numbers are going up daily. Even if your target communities are exceptionally narrow, odds are these sites capture some segment of your audience base if you embed content.
Twitter: 23 million unique visitors/day; 3 million tweets/day
YouTube: 85 million video views/day
Facebook: 300 million active users, 122 million visits/day
LinkedIn: 43 million members; 13 million daily avg visits
Blogs: 133 millin currently indexed by Technorati.
Real time info add 9/17 10:30 PST: thanx to Circle Research and findings from a survey of 100 B2B marketers. Summary findings: 39% of B2B budgets are now allocated to new media – 15% to web development, 12% to email, 10% to online ads, 2% to social media 70% of B2B marketers plan to increase spend on social media in the next 12 months…but 57% feel they don’t know enough about this area.
Business Brands Are Engaging
Certainly consumer brands are early adopters, but the B21B aspects of social media networking are fast gaining traction. The list below was pulled together for an ingredient brand technology provider and executive leadership team discussion around engagement. Take your segment, your competitors, your alliance partners – do quick searches of Twitter, Facebook, LinkedIn, YouTube, Flckr, other sites to compile a quick/easy (and compelling) snapshot for management review.
Cisco: •Twitter: CTO has ~1 million followers; multiple other accounts •Facebook: Fan page + Group opportunities •Blogging: twelve corporate blogs. •YouTube Channel: 400+ videos posted •LinkedIn: Yes
Broadcom: •Facebook: sponsored ads, Group opportunities •Microblogging: Twitter account. •YouTube: Company account with product demos •LinkedIn: Yes
Hewlett-Packard: •Blogging: 55 corporate blogs. •Facebook: Group opportunities; sponsored ads •Microblogging: Twitter account used for promotions •Twitter: multiple enterprise accounts •LinkedIn: Yes
FreeScale •YouTube: ~80 videos posted •Facebook: Fan Page, Group opportunities, sponsored ads •Blogging: Six corporate blogs. •Twitter accounts: yes •LinkedIn: Yes
IBM: •Blogging: 125 corporate blogs. •Forums: developerWorks. •Microblogging: Smart SOA SocialNetwork ((S3N)) •Twitter teams. •Wikis: developerWorks. •LinkedIn: Yes
Oracle: •Blogging: Hundreds of blogs. •Crowdsourcing: Oracle Mix. •Microblogging: 110+ employees on Twitter and other services. •Social networks: Oracle community.Twitter: multiple accounts
Intel: •Facebook: Fan page; Group opportunities; Sponsored ads •Blogging: Corporate family of blogs. Inside Scoop lifestyle blog. Game Faces blog. •Microblogging: Intel Developer Forum & Inspired By Education •Online video: YouTube account. •Photo sharing: Flickr photostream. •LinkedIn: Yes •Twitter: Multiple accounts
Texas Instruments: •YouTube: ~2000 video instances found •Blogging: Community blogs. •Facebook: Fan page, Group opportunities •Twitter: Multiple accounts •LinkedIn: Yes
Brocade •Twitter: Formal PR Account •YouTube: CEO videos w/r/t quarterly earnings •LinkedIn: Yes •Adaptec •Twitter: PR account; Support account •Facebook: Fan page; sponsored ads •YouTube: ~500 video posts found •LinkedIn: Yes
Media and Industry Analyst Outlets
Do a quick review of your PR/AR outlets to determine the level of social media activity, opportunities for outreach and additional coverage possibilities with blogs and Twitter.
New York Times –Blogs: 70 blogs –Twitter: Hot news –YouTube: 1400+ videos –LinkedIn: Company profile –Facebook: Fan page, regular page
Wall Street Journal –Blogs: 30 blogs –Twitter: Hot news –LinkedIn: Company profile –Facebook: Fan page, cross-posts with Digg
Barron’s –Blog: Technology Trader –Twitter: Hot news •Financial Times –Blogs: 20+ blogs –Twitter: Hot news –LinkedIn: Company profile
EE Times –Blogs: 10 Blogs –Twitter: Hot news; LinkedIn: Company profile, event marketing
Technology Industry Analyst Firms
Gartner –Twitter: 70+ analysts plus corporate-level –Blogs: 75 Analyst Blogs –LinkedIn: Company page, recruiting, event marketing –YouTube: 80+ videos posted –Facebook: Fan page
Forrester –Twitter: 70+ analysts plus corporate-level –Blogs: ~25 Blogs –LinkedIn: Company page, recruiting, event marketing –YouTube: ~65 videos
IDC –Twitter: 70+ analysts plus corporate account –Blogs: –LinkedIn: Company page, recruiting, event marketing
Enterprise Strategy Group –Twitter: President tweets, directs to additional content –Blogs: 7 Analyst Blogs –LinkedIn: Company Page
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