Social Media in B2B [INFOGRAPHIC]

A few weeks back I read some very interesting findings on Social Media in B2B from a survey conducted on LinkedIn. The B2B Technology Marketing Community was surveyed on the changing landscape of marketing in B2B and specifically the rise of Social Media. You can read the full findings in Holger Schulze’s Slideshare presentation.

Overall the survey throws up some interesting results. In fact, so interesting we’ve created an infographic to show some of the key findings.

Unsurprising given the survey was conducted on LinkedIn and B2B marketing is often to a professional audience, LinkedIn came out as the most effective social media network for B2B marketers to use. Then came opt-in email marketing, followed by Twitter, then Blogs. Facebook was not seen as particularly effective for B2B marketing, which again is unsurprising given that it tends to be private individuals expressing personal interests rather than business orientated.

B2B Marketing Tactics

Over the last three years, social media, content creation, email communication and expanded web presence have been on the increase as effective methods of B2B marketing. The last three years, you will recall, have been times of substantial economic woes. These methods have increased in popularity not only because they are effective but also because they are cost effective and ultimately trackable.

Use of events and webinars as part of the marketing mix trended flat across the same three year period. This is not surprising as it takes more effort to organise an event or hook up a webinar than it would to create say, an email marketing campaign. Chances are that for the effort, the email marketing is more effective.

What is interesting and what shadows wider marketing trends is the steep decline in direct mail and print ads. This scattergun approach is looking more and more out of date compared to the targeted, audience definition that is offered by digital B2B marketing.

Roadblocks to Success

As 45% of respondents admitted to having a social media presence but no significant engagement, it seems B2B marketers are still dipping their toes in the water to see what social media is and how they can use it. They know it could be effective, but there are significant roadblocks to using it to its potential.

The biggest roadblock by far is measurement of success. We have grown use to the formulas and precision on which digital display and search advertising is measured. Social media measurements are still evolving – that poses a problem for the marketer that needs to prove cost and resource effectiveness.  Indeed, 43% of respondents admitted to having no measurements in place at all. Overtime as the measurements evolve, the B2B marketing community will have more confidence that what they are doing is effective, and can be measured as such.

Social Media Objectives

By far the biggest reason for respondents to use social media was to build awareness. This is interesting, especially seen through the prism of 43% having no measurements in place. Building brand awareness has often been an expensive thing to do and a woolly, ethereal thing to measure. Every marketer wants to build awareness of their company or brand but as economic pressure pushes the need for measurement of effectiveness the two findings almost do not marry up. B2B marketers want to raise awareness of their brand but are nervous of, or simply do not use, measurements to see if campaigns have worked.

Effectiveness of Social Media

This leads into the next finding. Only 12.8% of respondents stuck their neck out and said they thought social media was effective. The remaining 87.2% were not as sure. Without effective measurement it is unsurprising.

It seems B2B marketers are aware they need to be using social media. It is cost effective, draws targeted audiences and effectiveness can be measured. As it is relatively new however, there is still a great deal of hesitancy in the sector to fully embrace the potential of social. This means that early adaptors of social and all its applications can make significantly more impact than they ordinarily would.

Feel free to use our infographic for your site, report or presentation, but please make sure to link back to us.