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Social networking & the b2b economy

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Social media maakt het professionals mogelijk om direct toegang te hebben tot reviews en meningen van peers. Dit beinvloedt en bepaalt bedrijfsbeslissingen. Bovendien is het nu voor marketeers …

Social media maakt het professionals mogelijk om direct toegang te hebben tot reviews en meningen van peers. Dit beinvloedt en bepaalt bedrijfsbeslissingen. Bovendien is het nu voor marketeers mogelijk om online gesprekken en gedachten over hun merken te volgen.

Hoe kunnen marketeers hier gebruik van maken en klantenbehoeftes en attitudes beter begrijpen? om vervolgens bij de promotie van producten en diensten de kracht van aanbevelingen en netwerken beter in te zetten.

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  • ... Want hoe had je deze mevrouw ooit moeten vinden in Google ..
  • Be where members are making and shaping business futures to guide the debate on your business’s area of expertise. Be seen as a thought- leader by association by aligning to a theme or topic you brand/product/ service can add valueCreate a community for thought-leaders around your chosen topicInitiate and drive discussion & debateDrive awareness of and consideration for your brandDevelop a long-term relationship between group members and your brandProvide a platform for brand advocates to voice feedback and opinionsPhilips is building true engagement with an important customer base by creating meaningful communities on LinkedIn, communities which allow members to collaborate and share insights delivering real value. They’ve truly grasped the potential of what it means to be driving professional conversations in the right context as a way to increase brand equity and, as such, should be recognized as global thought leaders in this area.”- Jeff Weiner, CEO of LinkedIn
  • Transcript

    • 1. Social Media and the B2B Economy
      How social technologies are changing business.
      Eugenie van Wiechenhttp://nl.linkedin.com/in/eugenievanwiechen
    • 2. Web Pages Indexed
      3,000X
      (In MM)
      2
    • 3. Wave 1: Portals
      3
    • 4. 4
    • 5. 5
    • 6. Social Media
      6
    • 7. Platform
      Connections
      Killer App
      7
    • 8. Three Dimensions of Relevancy
      Critical Mass
      Context
      Data
      8
    • 9. Critical Mass: Network Effect
      Member
      Growth
      Size of
      Network
      Information
      Collected
      Value of
      Information
      9
    • 10. Context
      Personal
      Family
      Professional
      10
    • 11. WSJ Blackberry tablet computer poised for debut.
      Does RIM have an iPad killer? http://tiny.cc/mz9u5
      2 hours ago via LinkedIn
      mygurlgotAgfThis old woman just hit on me
      1 hours ago via txt
      De00 Finished watching 2012. Was soooooo tank 
      1hours ago via txt
      Visa717 Just made blueberry cheesecake ice cream and
      now it’s time for poker!
      1 hours ago via txt
      WSJ BlackBerry tablet computer poised for debut.
      Does RIM have an IPad killer?
      http://tiny.cc/mz9u5
      2 hours ago via LinkedIn
      11
    • 12. WSJ Blackberry tablet computer poised for debut.
      Does RIM have an iPad killer? http://tiny.cc/mz9u5
      2 hours ago via LinkedIn
      WSJ BlackBerry tablet computer poised for debut.
      Does RIM have an IPad killer? http://tiny.cc/mz9u5
      2 hours ago via LinkedIn
      12
    • 13. Data
      13
    • 14. Implications & Opportunities for Businesses
      14
    • 15. How relevant is Social Media for B2B Marketing?
    • 16. Four major business opportunities
      Branding
      Generating New Business
      Gathering Knowledge
      Finding talent
      Comment• Social Media is voor elke organisatie belangrijk of je er nu wel of niet mee werkt, het imago van een organisatie kan razendsnel veranderen (in positieve en negatieve zin) door berichten verspreid op het internet. .. Onderschat de kracht van social media niet!
      Comment • Als het juist ingezet wordt zeer relevant. Het kan het imago van je bedrijfontzettend ondersteunen.
      Comment • Heb zelf ervaring met uitnodigen via 'traditionele mailing' en via Social media. Laatste werkte veel beter, als je mensen uit eigen netwerk aanboort voelt natuurlijk veel persoonlijker en warme leads generen een betere response. Not rocket science ...
      Comment • B2B gaat bij uitstek om vertrouwen en bij voorkeur om persoonlijke relatie. Social media maakt meer dan ooit de dialoog mogelijk en dus ook de kans op onderling vertrouwen.
      Comment • Social Media is volop in beweging en wordt volop toegepast - blijkt zelfs een uitstekend middel om een revolte te mobiliseren. Laten we vooral niet voorbij gaan aan het belang van kennisdeling
      Comment • Social Media heeft een prominente plek binnen de wereld van recruitment weten te veroveren. Werving en selectie is meer dan ooit een vakgebied waarbij de focus ligt op actieve, lange termijn betrokkenheid van Recruiters bij kandidaten en opdrachtgevers waarbij Social Media een onmisbaar medium is.
    • 17. Branding
      1
    • 18. Personal branding on LinkedIn
      Snapshot of Nico’s current and past occupation and education
      Profile picture must be headshot only
      6 people have recommended Nico
      How You’re Connected shows the relationship within LinkedIn’s network
      Summary of Nico’s professional background and competencies
      See shared connections…
      Detailed career experience
      LinkedIn Proprietary & Confidential
    • 19. Personal branding, different context
      No restrictions on Profile photo content
      Information is personal / social
      Profile page has photos, friends, informal messaging
      Posts may include video, audio, and commentary that may be appropriate for social sharing but could hurt one’s reputation as a professional
      Some content is generated by others and may be inappropriate for a work environment
      LinkedIn Proprietary & Confidential
    • 20. Organizational branding – B2B context
    • 21. Organizational branding – B2C context
    • 22. Generating New Business
      2
    • 23. Your people make your brand relevant to your customers
      Authenticity:
      Who recommends this person?
      How am I connected to them?
    • 24. And your customers to other customers…
    • 25. Gathering knowledge
      3
    • 26. Effective decision making
      Belonging to business network groups is the real referral generator
      What are you doing that is working or innovative to create new customers or clients?
      Find and which search terms were used to find you, and then use those
      .. Putting them on my talkscast show gives them a friendly paltform to share knowledge.. and we up our “Google” at the same time!
    • 27. Business Insights
    • 28. Opportunities for innovation outside your company
    • 29. Finding Talent
      4
    • 30. Career explorer
    • 31. Leverage your own personal and authentic brand
      Build relationships with prospects as individuals
      create your own communities
      Help your company ‘own the space’
      The Opportunity
    • 32. Philips is building true engagement with an important customer base by creating meaningful communities on LinkedIn, communities which allow members to collaborate and share insights delivering real value. They’ve truly grasped the potential of what it means to be driving professional conversations in the right context as a way to increase brand equity and, as such, should be recognized as global thought leaders in this area.”
      - Jeff Weiner, CEO of LinkedIn

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