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Share strategic perspectives on b2 b social media
 

Share strategic perspectives on b2 b social media

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The presentation I gave at #b2bgs "B2B Goes Social", Nyenrode Business Universiteit, April 12, 2012.

The presentation I gave at #b2bgs "B2B Goes Social", Nyenrode Business Universiteit, April 12, 2012.

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    Share strategic perspectives on b2 b social media Share strategic perspectives on b2 b social media Presentation Transcript

    • Strategic Perspectiveson Social Media in B2B Prof.dr. Henry Robben Nyenrode Business Universiteit & Vision2B
    • Hi, I’m Henry Robben.I take care of my three sons, read whatever isavailable, enjoy first-person shooter games,cycle as much as I can, and cheer for Oranje,the Dutch national soccer team.I am a Professor of Marketing at NyenrodeBusiness Universiteit and a founding partnerat Vision2B.For a living, I catalyze strategic marketingprocesses to help individuals and companiesrealize their ambitions.I have turned my passion into my job, that iswhy I’m here with you today. Combining myacademic work with practice is a ‘conditiosine qua non’ for me.
    • henryrobbenHenry Robben+31 6 26 556 572henry.robben@gmail.comhenryrobben.com
    • A Strategic Inductive-Deductive Approachto (Social) Media From a Customer Perspective.http://www.youtube.com/watch?v=zhgCDLmMuqI
    • Bewhere the customer is. When they need you to be there. Know what to bring...And the customer today is Sophie. She is the CEO of a travel agency.
    • Offering Where is customerSophie value created? Image Customer Facing Customer Price Process Back Office Resource Resource Resource Resource Resource Resource
    • Customers’ Outlook on Differentiating Advantage (The CODA-model): Generic reasons to buy Offering• Offering The core functional product or service your company offers• Image The beliefs, images, ideas or impressions the market holds about your company and/or the products you offer Image• Customer Process The company/customer- interaction process, as perceived by the customer, by means of which your company identifies, builds and maintains relationships with its customers and delivers its offering• Price Customer The financial and non-financial costs your customers Price make in order to own or consume your products/services Process Figure 2.8 CODA : Customers Outlook on Differentiating Advantages
    • Customer Process Sophie Inductive Decision Process Direct Indirect Influencers (Online  and  offline,  social  and   (Business  Networks,  etc.) (Bloggers,  Events,  Instructors,  etc.) individual,  etc.) Analogue  /  Digital  Channels  used  by  Brands Social (e)Paper (e)Magazines Broadcas<ng Adapted from Figure 2.3 Way-to-Client Architecture
    • Customer Process Sophie Inductive decision process Direct  Subscrip<ons   Indirect  Referrals Influencers (Facebook,  TwiKer,  Forums,  etc.) (Likes,  ReTweets,  Shares,  etc.) (Bloggers,  Events,  Instructors,  etc.) Social  Media  used  by  Brands Offering  /  Message    1 Offering  /  Message  2 Offering  /  Message  3 Offering  /  Message  4 Adapted from Figure 2.3 Way-to-Client Architecture
    • marketing andmessages work in segments
    • Offering What message do we offer? Customer Process Image Price Phase in the decision process Social Pre- Purchase & Implementation Transaction Delivery & Service Broadcasting Traditional Offlineinteraction Which channel do we use? Free after Figure 2.1 Defining the Media-to-Customer Strategy
    • http://www.youtube.com/watch?v=heSudg-tfIk
    • Customer Process Sophie Inductive DEductive decision Decision Process process Direct Indirect Influencers (Online  and  offline,  social  and   (Business  Networks,  etc.) (Bloggers,  Events,  Instructors,  etc.) individual,  etc.) Analogue  /  Digital  Channels  used  by  Brands Social (e)Paper (e)Magazines Broadcas<ng Adapted from Figure 2.3 Way-to-Client Architecture
    • Social media are a two-way system that has its own rules... DEC 14
    • Basically, it’s a decision on what, where, and when... WWW
    • Please enjoy the rest of the seminar! Prof.dr. Henry Robben Nyenrode Business Universiteit Vision2B