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Being Different in the Social Content Economy

Billy Sountornsorn, Insights Lead, Asia-Pacific & Japan Marketing Solutions, LinkedIn discusses - <br>B2B social opportunity: The ROI of B2B content marketing <br>- How can brands better segment and understand audience content preferences on social in Asia? <br>- How do I ensure my organisation is creating content to drive the business and my brand’s reputation forward? <br>- How do we accelerate and automate content creation and amplification?.

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Being Different in the Social Content Economy

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  1. The B2B Social Opportunity Being Different in the Social Content Economy

  2. Reach Differently

  3. GO BROAD OR GO HOME #1

  4. 4 out of 10 Who Influence B2B tech purchase decisions sit in functions outside of IT 5

  5. DON’T FORGET YOUR EMPLOYEES #2

  6. 7

  7. 4.3 M AVERAGE 1ST DEGREE NETWORK OF EMPLOYEES

  8. Nurture Differently

  9. CONTENT IS THE NEW SALES CALL #3

  10. 1 2 3 4 5 Buyers need to be exposed to over 5 pieces of content prior to purchase

  11. RETHINK WHO YOU TARGET #4

  12. Audiences engaging with mobile marketing in Asia High-Tech IT Managers Sales IT/Engineering/IT Committee Ex-Pats LinkedIn Engagement Index Source: LinkedIn Trending Content, Organic Updates, 6 October 2014.

  13. Changing topics: social media marketing in Asia Marketing Small Business Owners High-Tech IT Decision Makers CXOs (CEO, CMO, etc.) LinkedIn Engagement Index Source: LinkedIn Trending Content, Organic Updates, 6 October 2014.

  14. Go deeper…social media marketing in Asia Fin Serv Ops VP Entry Internet Media IT & Services Sales Senior Individuals Marketing & Advertising Computer Software IT Manager Marketing Director Industry Seniority Function Source: LinkedIn Trending Content, Organic Updates, 6 October 2014.

  15. Brand’s engagement by audience and publisher IT Decision Makers 1. High-Tech 2. Small Business Owners 3. Managers+ 4. C-Suite Company engagement rate vs. LinkedIn average engagement Data is blinded for demonstration purposes. Source: LinkedIn Trending Content, Organic Updates, 6 October 2014.

  16. Measure Differently

  17. NEW MEASURE FOR CONTENT SUCCESS #5

  18. SOCIAL CONTENT DRIVES LEADS #6

  19. 21

  20. Higher awareness for Toshiba with new customers acquired across Asia and North America LinkedIn and SlideShare generated the most social media converted leads Toshiba ranked the most influential Japanese company on LinkedIn 22

  21. 94% 63% Use LinkedIn for B2B content marketing. LinkedIn is used most often. Rated LinkedIn effective for B2B content marketing Average number of social media sites used: 6 LinkedIn rated most effective

  22. I ♥ B2B

  23. linkedin.com/in/billysountornsorn @ausbilly au.linkedin.com/in/benrus @eveningespresso

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