Neville Hobson - B2B Social Media Overview


Published on

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

Published in: Technology, Business
1 Comment
No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • It isn’t about the tools and channels it’s about the relationship we build – what it enables people to do...
  • Neville Hobson - B2B Social Media Overview

    1. 1. B2B Social MediaWhyDoes It Matter?<br />Neville HobsonHead of Social Media EuropeWCG London<br />@jangles<br />May 25, 2010<br />Copyright 2010 WCG.<br />
    2. 2. Copyright 2010 WCG.<br /><br /><br /><br />
    3. 3. What’s More Important? Defining “B2BSocial Media”<br />?<br />Copyright 2010 WCG.<br />
    4. 4. Or Defining <br />What You WantTo Achieve<br />?<br />Copyright 2010 WCG.<br />
    5. 5. <br /><br />What Social Media Is and Isn’t<br />Copyright 2010 WCG.<br />
    6. 6. Social media is about<br />Relationships<br />Copyright 2010 WCG.<br />
    7. 7. Why Social Media Matters<br />Increasing importance of word-of-mouth on consumer purchasing behaviour<br />Social media amplifies and accelerates word-of-mouth, rapidly shaping and influencing opinion<br />Social media can help foster a genuine connection between a company and its customers/partners/employees/…<br /><br />Copyright 2010 WCG.<br />
    8. 8. What You Say You Want From Today<br />From the pre-event survey:<br />To see how other companies are tackling this huge and challenging subject. <br />I am looking at what companies think is the best way to use social media to drive awareness and as lead generation tool <br />Would love to hear 'proved' successful social media strategies in B2B space <br />Very interested to hear from and meet other business people interested in social media <br />How B2B companies are specifically using Facebook - beyond individual marketing campaigns... <br />Share ideas and best practice <br />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<br />Copyright 2010 WCG.<br />
    9. 9. Let’s Start With an Achievement<br />(She is your [insert description])<br />Know how, where and when she discusses your brand online<br />With whom<br />With precision<br />From awareness of you to an ambassador for you<br />Welcoming you into her peer network<br />Form a trusted partnership<br /><br />Copyright 2010 WCG.<br />
    10. 10. Who’s Doing What<br />?<br />Copyright 2010 WCG.<br />
    11. 11.<br />Copyright 2010 WCG.<br />
    12. 12.<br />Copyright 2010 WCG.<br />
    13. 13. Copyright 2010 WCG.<br />
    14. 14.<br />Copyright 2010 WCG.<br />
    15. 15. It’s a New Game<br />Mobile, wherever there is a net connection<br />Private location-based networks for sales staff<br />GPS helps automate locations of sales visits into CRM system<br />Tradeshow and event marketing for tailored lead generation<br />Purely the beginning<br />Copyright 2010 WCG.<br />
    16. 16. The Formula for Success is Simple<br />KnowledgeUnderstand your marketplace<br />ClarityListen and learn with precision<br />InfluenceIdentify the exact locations of influence and influencers<br />ContentFocus on content syndication and conversations<br />Copyright 2010 WCG.<br />
    17. 17. What You Can Achieve via Listening<br />Know who the influencers are, with precision<br />Know your “share of conversation” vs. “share of voice”<br />Know where conversations are occurring that matter <br />Know how news is shared and by whom<br />Know of issues before they become mainstream<br />Know the right keywords that drive search<br />Know who to follow or friend<br />Know what content your customers care about<br />Know who is defining your brand, pro or con<br />Copyright 2010 WCG.<br />
    18. 18. Ten Questions to Discuss in Your Company<br />Are you listening or just “accumulating”?<br />How are partners, customers and employees providing you with ideas? <br />How do your teams act on insights each day? <br />How do you learn about issues? <br />Do you have a ‘central brain’ for listening? <br />Do you listen for silence or only for noise?<br />Are you paying high prices for commodity info and decreasing or avoiding investment in actionable insights?<br />Do you listen to your customers – B2B and B2C – in new and creative ways?<br />Do you know your competitors well enough that you can predict their habits?<br />Do you know how your customer is buying and how they talk when they are making decisions? <br />Do you know which topics are emerging as hot or decreasing in value vs. content on your site today? <br />Copyright 2010 WCG.<br />
    19. 19. Start…<br />Listen<br /><br />Plan<br /><br />Engage<br />Copyright 2010 WCG.<br />
    20. 20. Thank You<br />Copyright 2010 WCG.<br />
    21. 21.<br /><br />Copyright 2010 WCG.<br />