B2B Social Media Huddle - Benjamin Ellis - Making the B2B Social Media Business Case

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Benjamin Ellis from Redcatco shared this presentation on making the B2B social media business case at our Social Media Huddle in Bracknell on December 7. …

Benjamin Ellis from Redcatco shared this presentation on making the B2B social media business case at our Social Media Huddle in Bracknell on December 7. http://en.community.dell.com/blogs/direct2dell/archive/2009/10/30/sharing-uk-experiences-on-b2b-social-media.aspx

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  • 1. Benjamin Ellis @benjaminellis
  • 2. Why Should I Care?
  • 3. Why Should I Care? "Well-informed people know it is impossible to transmit the voice over wires. Even if it were, it would be of no practical value." "This 'telephone' has too many shortcomings to be seriously considered as a means of communication. The device is inherently of no value to us." "Why would any person want to use this ungainly and impractical device when he can send a messenger to a local telegraph office and have a clear written message sent to any large city in the United States?"
  • 4. Why Should I Care? "Well-informed people know it is impossible to transmit the voice over wires. Even if it were, it would be of no practical value." - Boston Post, 1865 "This 'telephone' has too many shortcomings to be seriously considered as a means of communication. The device is inherently of no value to us." - Western Union internal memo, 1876 "Why would any person want to use this ungainly and impractical device when he can send a messenger to a local telegraph office and have a clear written message sent to any large city in the United States?" - From the report to the President of Western Union written by the committee charged with investigating potential purchase of Bell's telephone patent for $100,000
  • 5. The Business Case?
  • 6. Source: National Statistics Omnibus Survey 2008; 56 per cent of all UK households had a broadband connection in 2008 Tipping Point?
  • 7. Transitioning Media Traditional | Digital | Social interruption > engagement > advocacy you can't buy attention anymore
  • 8. Internet advertising spend exceeded TV advertising
  • 9. #Fail?
  • 10. Me: Brand You: Customer
  • 11. Anymore Customers are not alone
  • 12.  
  • 13. What’s your marketing R&D strategy? experimental > core
  • 14.  
  • 15. SOCIAL MEDIA IS AN UMBRELLA TERM THAT DEFINES THE VARIOUS ACTIVITIES THAT INTEGRATE TECHNOLOGY, SOCIAL INTERACTION, AND THE CONSTRUCTION OF WORDS, PICTURES, VIDEO AND AUDIO _ wikipedia _ Social What?
  • 16.
    • Platforms
    • Software
    • Social Graphs
    • People
    Social Things Web 2.0 Enterprise 2.0 Business 2.0 Leadership 2.0 Blogging Semantic web Tagging Sharing Social Media Web 2.0 Enterprise 2.0 Business 2.0 Tagging Leadership 2.0 Semantic web Sharing Social Media Web 3.0 Enterprise 2.0 Business 2.0 API Leadership 2.0 Semantic web Tagging Sharing Social Media Web 2.0 Enterprise 2.0 Business 2.0 Leadership 2.0 Semantic web Tagging Sharing Social Media Web 2.0 Enterprise 2.0 Business 2.0 Semantic web Leadership 2.0 Tagging
  • 17. The New Swan? Or the ugly duckling?
  • 18. Who’s Out There ?
  • 19. “ Information management solutions: communication and collaboration in a changing world” Continued Communication Survey 2009
  • 20. “ Information management solutions: communication and collaboration in a changing world” Continued Communication Survey 2009
  • 21. “ As a new generation enters the workforce, companies believe they’re on the horns of a dilemma: lock out the social networking sites and deal with discontented employees , or leave access unfettered and absorb a loss of productivity But the issue isn’t black and white. As a communications medium , there may be benefits to taking advantage of online social networking for developing valuable professional relationships . Companies need to become educated on the nuances of the various utilities and develop strategies and policies that take into account both the risks and the benefits.” Jay Cline, Computerworld, 10 April 2008 Afraid ?
  • 22.
    • Information Security
    • Brand Management
    • Reputation
    Short answer: Get Over It. It already happened. Long answer: Your legal team became your new best friends. The Risks
  • 23. The Risks http://redcatco.com/blog/marketing/dominos-pizza-why-everyone-is-in-pr-now-and-employee-engagement-matters/
  • 24.
    • Grew family business from $4 million to $50 million
    • $15,000 in Direct Mail = 200 new customers
    • $7,500 Billboard Ad = 300 new customers
    • $0 (Twitter/@garryvee) = 1,800 new customers
    • But: TIME and TALENT
    • NB: businesses often offset skills shortage with excess cash
    Gary Vaynerchuk The Rewards
  • 25.  
  • 26. The BIGGEST ROI question: Are your prospects , competitors or customers active on Social Media? Not being there is like not having a telephone If they are…
  • 27.  
  • 28. What is It?
  • 29. The Best Strategy? Think Big Move Fast Act Small
  • 30.  
  • 31.  
  • 32. Transitioning Channel Traditional | Digital | Social interruption > engagement > advocacy you can't buy attention anymore
  • 33. Continued Communication "You can't just say it. You have to get the people to say it to each other" James Farley CMO, Ford 37% of target audience were aware of the Ford Fiesta via social media before it's US launch . 25% of Ford's marketing spend is on digital/social media .
  • 34. The Power of Search: Making the invisible visible
  • 35. Objectives: Financial Metrics Also: Behavior/Belief - Engagement/Interaction
  • 36. Be careful what you measure
  • 37. Listen – appreciative enquiry
  • 38. Add Value - Engage
  • 39. Measure
  • 40. Build capability and community
  • 41. Build Building a Community Buy Borrow
  • 42.  
  • 43.  
  • 44. http://twitter.com/radiokate Seriously astounded that in 7 hours my tube fox photo has racked up more than 13,300 hits! I've another version here too: http://tr.im/GQbW
  • 45.  
  • 46. Benjamin Ellis @benjaminellis