By Oracle Social Cloud-Oracle on Dec 19, 2014
By Pat Ma, Product Marketing Director, Oracle Social Cloud
Did you know that 83% of B2B marketers invest in social media to increase brand awareness? And 69% use social to increase web traffic while 65% use it to gain industry insights? Additionally, a whopping 91% use social media for promotion and awareness during events. Social is definitely a B2B thing.
Traditionally a B2C play, B2B businesses are increasingly seeing the value in social for business, particularly with the rise of B2B-specific social networks like LinkedIn, Slideshare, and Glassdoor. Furthermore, B2B companies understand that their buyers are using consumer social networks like Facebook, Twitter and YouTube. These buyers are influenced by the content they see on these sites. 78% of B2B buyers and 84% of VPs and C-level executives use social media to make purchasing decisions. B2B companies must incorporate social media into their business strategy in order to stay relevant with their customers and grow their businesses.
In working with B2B customers on their social media strategy and execution, we see three prominent use cases for using social media. B2B companies use social media to increase thought leadership, drive brand awareness, and discover competitive insights.
Increase Thought Leadership
B2B companies want to be perceived as thought leaders in their industries. They do this by producing and publishing content that helps establish their expertise in a particular field. This content can come in many forms, including white papers, webinars, executive bylines, infographics and much more. Companies create thought leadership content and use social media to distribute it.
For example, an identity management company uses social media as a vehicle to publish thought leadership content, leveraging Oracle Social Cloud capabilities. They publish engaging articles about their industry, offer tips about corporate identity management, promote their presence at industry events, and showcase industry awards they have won. They do all this to show their thought leadership in the identity management industry.
Drive Brand Awareness
B2B companies use social media channels to increase and drive their brand awareness. B2B companies are already using web, email, and mobile to communicate their message to customers. Now companies are adding social media channels to help distribute their content and drive brand awareness.
For example, a document processing company uses social media to plan and launch multichannel campaigns across the web, email, mobile, and social using Oracle Marketing Cloud and Oracle Social Cloud. Their content consists of thought leadership pieces, job postings, company awards, event promotions, employee recognition, and photos from company events. The goal of these activities is to generate brand awareness, which aids sales of their services. Social media helps this company get additional reach for content they have already created.
Discover Competitive Insights
B2B companies use social media to conduct competitive research. Specifically, companies use social listening software tools to monitor conversations on social networks, spot potential threats, see industry trends, get brand and industry insights, and use those insights to optimize their marketing and business growth strategies.
For example, an enterprise software company uses social listening to monitor industry buzz. They track competitors, when those competitors launch products, and press sentiment on competitive product reviews. When the company is ready to launch new products, they use social listening and analytics to get insights on market conditions and whether the new product will sell or not. When executives join or leave the company, they want to know where the story breaks, how fast the story is spreading, and if the story is affecting their stock price. B2B companies should harvest and analyze public social conversations for competitive research that fuels data-driven business decisions.
Although there are many more, these are the three most popular use cases we see for B2B companies using social media to grow their business. Through strategic use of social media, B2B companies are increasing their thought leadership, driving brand awareness, and discovering competitive insights.
How are you using social media to grow your B2B business? Please let us know by leaving a comment below. And check out our latest Oracle Social Cloud video on B2B social media.
 DC, “Social Buying Meets Social Selling: How Trusted Networks Improve the Purchase Experience,” 2014.