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Neville Hobson - B2B Social Media Overview
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Neville Hobson - B2B Social Media Overview


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Neville's presentation from the B2B Social Media Huddle. #DellB2B …

Neville's presentation from the B2B Social Media Huddle. #DellB2B

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  • It isn’t about the tools and channels it’s about the relationship we build – what it enables people to do...
  • Transcript

    • 1. B2B Social MediaWhyDoes It Matter?
      Neville HobsonHead of Social Media EuropeWCG London
      May 25, 2010
      Copyright 2010 WCG.
    • 2. Copyright 2010 WCG.
    • 3. What’s More Important? Defining “B2BSocial Media”
      Copyright 2010 WCG.
    • 4. Or Defining
      What You WantTo Achieve
      Copyright 2010 WCG.
    • 5.

      What Social Media Is and Isn’t
      Copyright 2010 WCG.
    • 6. Social media is about
      Copyright 2010 WCG.
    • 7. Why Social Media Matters
      Increasing importance of word-of-mouth on consumer purchasing behaviour
      Social media amplifies and accelerates word-of-mouth, rapidly shaping and influencing opinion
      Social media can help foster a genuine connection between a company and its customers/partners/employees/…
      Copyright 2010 WCG.
    • 8. What You Say You Want From Today
      From the pre-event survey:
      To see how other companies are tackling this huge and challenging subject.
      I am looking at what companies think is the best way to use social media to drive awareness and as lead generation tool
      Would love to hear 'proved' successful social media strategies in B2B space
      Very interested to hear from and meet other business people interested in social media
      How B2B companies are specifically using Facebook - beyond individual marketing campaigns...
      Share ideas and best practice
      To hear more about social media in the B2B context, to network with others, to get ideas for how social media can either support strategic communications goals, or lead to the creation of other materials for comms
      Copyright 2010 WCG.
    • 9. Let’s Start With an Achievement
      (She is your [insert description])
      Know how, where and when she discusses your brand online
      With whom
      With precision
      From awareness of you to an ambassador for you
      Welcoming you into her peer network
      Form a trusted partnership
      Copyright 2010 WCG.
    • 10. Who’s Doing What
      Copyright 2010 WCG.
    • 11.
      Copyright 2010 WCG.
    • 12.
      Copyright 2010 WCG.
    • 13. Copyright 2010 WCG.
    • 14.
      Copyright 2010 WCG.
    • 15. It’s a New Game
      Mobile, wherever there is a net connection
      Private location-based networks for sales staff
      GPS helps automate locations of sales visits into CRM system
      Tradeshow and event marketing for tailored lead generation
      Purely the beginning
      Copyright 2010 WCG.
    • 16. The Formula for Success is Simple
      KnowledgeUnderstand your marketplace
      ClarityListen and learn with precision
      InfluenceIdentify the exact locations of influence and influencers
      ContentFocus on content syndication and conversations
      Copyright 2010 WCG.
    • 17. What You Can Achieve via Listening
      Know who the influencers are, with precision
      Know your “share of conversation” vs. “share of voice”
      Know where conversations are occurring that matter
      Know how news is shared and by whom
      Know of issues before they become mainstream
      Know the right keywords that drive search
      Know who to follow or friend
      Know what content your customers care about
      Know who is defining your brand, pro or con
      Copyright 2010 WCG.
    • 18. Ten Questions to Discuss in Your Company
      Are you listening or just “accumulating”?
      How are partners, customers and employees providing you with ideas?
      How do your teams act on insights each day?
      How do you learn about issues?
      Do you have a ‘central brain’ for listening?
      Do you listen for silence or only for noise?
      Are you paying high prices for commodity info and decreasing or avoiding investment in actionable insights?
      Do you listen to your customers – B2B and B2C – in new and creative ways?
      Do you know your competitors well enough that you can predict their habits?
      Do you know how your customer is buying and how they talk when they are making decisions?
      Do you know which topics are emerging as hot or decreasing in value vs. content on your site today?
      Copyright 2010 WCG.
    • 19. Start…


      Copyright 2010 WCG.
    • 20. Thank You
      Copyright 2010 WCG.
    • 21.
      Copyright 2010 WCG.