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1/ EMPLOYEE ADVOCACY

Web users are increasingly willing to share information relating to their professional activities on their private profiles. From company news to job offers or product demonstrations, web users are keen to talk about their activities, sectors and companies.

According to Altimeter Group research on Employee Advocacy

           

 

2/ SOCIAL MEDIA AND B2B

  • 73% of buyers consult discussions on social media to form an opinion.
  • 53% connect with their current or future providers directly through social media.
  • 43% ask their contacts questions on social media to find out what they think.

Source: BtoB Buyer behavior survey 2015

3/ E-REPUTATION AND VISIBILITY OF OUR COMPETITORS

Facebook:

  1. Trelleborg (28,000 fans)
  2. Parker (x pages: 48,000 fans in total)
  3. Freudenberg (+3,300)
  4. Sumitomo Riko (no official page)
  5. Hutchinson – no group page – currently the Tires business has a Facebook page: https://www.facebook.com/HUTCHINSONTIRES/

Twitter:

  1. Trelleborg (6,000 followers for @TrelleborgGroup)
  2. Parker (around 12,500 for @ParkerHannifin)
  3. Freudenberg (+900 for @Freudenberg)
  4. Sumitomo Riko (no account found)
  5. Hutchinson (presence for tires – @Hutchinsontires: +1,850)

LinkedIn:

  1. Trelleborg (x pages, including business pages - +30,000)
  2. Parker: +112,000
  3. Freudenberg: 4,000
  4. Sumitomo Riko (no group presence)
  5. Hutchinson (15,000 LinkedIn followers)

 

3/ POWER OF IMAGES

  • Posts with images achieve 94% more views
  • Visual content is shared 40x more widely on social media
  • People retain 80% of what they see

This is illustrated by the figures for Instagram use, according to Kantar TNS research from 2017:
The % of people using Instagram climbed from 24% to 42% between 2014 and 2016 worldwide and from 20% to 30% in France.

4/ INFLUENCE COMMUNICATIONS

For 75% of the international leaders surveyed, the budgets allocated for influence marketing are very low compared with other investments:

  • Nearly 85% of investments are focused on content (22%), staff (20%), events (17%), technologies (13%) and agencies (12%). Barely 10% is allocated for influencers, with 6% for strategic consultants.

This shortcoming for businesses can be seen particularly clearly for B2B marketing strategies, on which barely 4% of respondents claim to have effectively incorporated influence marketing programs, while barely 10% reported that the process is underway. However, nearly half (49%) acknowledge that they are still at the experimental stage, while just over one third (36%) are still activating their campaigns.

Source: Altimeter Group research sponsored by Traackr and TopRank Marketing - 2017

 

5/ B2B AND CUSTOMER EXPERIENCE

  • 78% of the leaders surveyed believe that their customers’ increasingly high demands for personalized B2B solutions will have a major impact on their activities.
  • 76% observed that customers today are better informed, more independent and continuously assess their suppliers’ performance.
  • 74% believe that the quality of the customer experience provided will become an even more significant factor within their company’s overall strategy within the next two years.
  • Only 32% of the leaders surveyed (versus 40% in 2014) believe that they have the skills, tools and resources needed to deliver the quality of B2B customer experience expected.

Source: Accenture BtoB Customer Experience research

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