Your SlideShare is downloading. ×
B2B Applications of Social Media
B2B Applications of Social Media
B2B Applications of Social Media
B2B Applications of Social Media
B2B Applications of Social Media
B2B Applications of Social Media
B2B Applications of Social Media
B2B Applications of Social Media
B2B Applications of Social Media
B2B Applications of Social Media
B2B Applications of Social Media
B2B Applications of Social Media
B2B Applications of Social Media
B2B Applications of Social Media
B2B Applications of Social Media
B2B Applications of Social Media
B2B Applications of Social Media
B2B Applications of Social Media
B2B Applications of Social Media
B2B Applications of Social Media
B2B Applications of Social Media
B2B Applications of Social Media
B2B Applications of Social Media
B2B Applications of Social Media
B2B Applications of Social Media
B2B Applications of Social Media
B2B Applications of Social Media
B2B Applications of Social Media
B2B Applications of Social Media
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

B2B Applications of Social Media

2,013

Published on

Session delivered ay Podcamp Boston 5 on Sept. 26, 2010. You can also download my B2B podcasts at http://bit.ly/9mKZgC or order my book on B2B applications of social media at http://bit.ly/aQgEZZ.

Session delivered ay Podcamp Boston 5 on Sept. 26, 2010. You can also download my B2B podcasts at http://bit.ly/9mKZgC or order my book on B2B applications of social media at http://bit.ly/aQgEZZ.

2 Comments
2 Likes
Statistics
Notes
  • I was lucky to attend this session. Good stuff! Can't wait for the book to come out.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • I think this is useful but you have underplayed the complexity of the BtoC market. Talk to any women about shopping in the Fashion market and it doesn't fit to most of the drivers here. Think of a person buying a good TV and again you are looking at research as well coming into play as well as peer referal and word of mouth marketing - hence the reason many brands are investing in this. Some BtoB can be instant or easy to buy e.g. insurance. The lines are not as simple as this although a good framework to get people thinking about the differences.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total Views
2,013
On Slideshare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
25
Comments
2
Likes
2
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. B2B Applications of Social Media #PCB5 @ericschwartzman Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons. Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0
  • 2. B2B Social Marketing is Different @ericschwartzman
  • 3. Building the Business Case @ericschwartzman
  • 4. Position Social Media as Extending Existing Efforts Listorious shows over 200 USA Today reporters, 243 New York Times reporters and more than 100 Wall Street Journal reporters on Twitter. @ericschwartzman
  • 5. Align Strategy with Corporate Culture • Channel • Satisfy audit social media trails through PR Strict Regulatory Management Oversight Oversight Exploratory Embraces and Curious Change • Implement social media • Get at ROI policy & training of social media @ericschwartzman
  • 6. Channel Through PR: Blog Source: Monsanto Blog
  • 7. Channel Through PR: Blog @ericschwartzman
  • 8. Channel Through PR: Blog Source: Monsanto Blog @ericschwartzman
  • 9. Channel Through PR: Case Study @ericschwartzman
  • 10. Satisfy Audit Trails Internally @ericschwartzman
  • 11. Satisfy Audit Trails Externally @ericschwartzman
  • 12. Implement Governance center edges world @ericschwartzman
  • 13. Building a Stakeholder Coalition Dept. Risk Opportunity HR Existing policy violations; Goodwill with work force; policing recruiting IT Information security; Reduce network and data loss desktop support requests Legal Copyright, free speech, Better corp. oversight; libel and audit trails tighter controls Marketing Aggravate brand fracture Enable market to self- educate Customer Service Perceived productivity Reduce call center loss demand PR Negligible Unfiltered communications PA Negligible ID opposition points IR Selective disclosure Better shareholder communications @ericschwartzman
  • 14. Get into the ROI @ericschwartzman
  • 15. Get into the ROI @ericschwartzman
  • 16. Facebook Measurement: SiteCatalyst @ericschwartzman
  • 17. Facebook Measurement: SiteCatalyst @ericschwartzman
  • 18. Applications: Engagement Offerings Source: Jamie Beckland, White Horse
  • 19. Applications: Public B2B Social Networking
  • 20. Applications: Public B2B Social Networking
  • 21. Applications: Public B2B Biz Dev @ericschwartzman
  • 22. Applications: Branded B2B Social Networks About the SAP Community Network @ericschwartzman
  • 23. Value of Social Networks to B2Bs • Promote peer-to-peer communications • Conduct edgework • Improve product performance • Educate customers, partners and employees • Shorten sales cycles • Respond faster to change • Lower COGS @ericschwartzman
  • 24. B2B Social Networking: Strategic Decisions • Edgework: Activating Communuities – Tap influencers – Internal vs. External Influencers – Diversity • Public vs. Private Social Networks – Is the topic seen as a competitive differentiator? – Anonymous socnets get more comment spam. – Will the discussion be forward looking? – Will the discussion involve regulatory matters? @ericschwartzman
  • 25. B2B Social Networking: Strategic Decisions (cont’d) • Policy Guidelines – Are your guidelines practical and reasonable? – Is your policy tailored to sophistication of your potential community members? • Branded vs. Unbranded – Addressable market and potential community size? – Cost, staffing, legal and process – Working through associations or industry consortiums @ericschwartzman
  • 26. What Makes a Good Community Manager? • Knowledgeable • Positive • Supportive • Tolerant @ericschwartzman
  • 27. Get My Podcast @ontherecord facebook.com/ontherecordonline on the record…online on Itunes @ericschwartzman
  • 28. Get My Book PRE ORDER AT Amazon :: Barnes & Noble :: Borders
  • 29. Get in Touch (310) 455-4000 Phone eric[at]ericschwartzman[dot]com Email ericschwartzman.com Website @ericschwartzman Twitter facebook.com/ericschwartzman Facebook linkedin.com/in/schwartzman Linkedin slideshare.net/ericschwartzman slideshare Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons. Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0

×