2011 09 29 SoMe in B2B

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My presentation at the PRmoments seminar in London: Social Media in Business to Business communications

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2011 09 29 SoMe in B2B

  1. 1. Social Media in a B2B world London, September 29th, 2011 Gianni CATALFAMO European Director, Digital & Social MediaWednesday, September 28, 11
  2. 2. Methodology 5 Sponsored by my Client 4 2 1 3 | 05/09/11Wednesday, September 28, 11
  3. 3. The community lifecycle Marke)ng,Value Engaged Aware Outside Time | 05/09/11Wednesday, September 28, 11
  4. 4. | 05/09/11Wednesday, September 28, 11
  5. 5. | 05/09/11Wednesday, September 28, 11
  6. 6. | 05/09/11Wednesday, September 28, 11
  7. 7. Communities in B2B Marke)ng,Value Lead Engaged Aware Outside Time | 05/09/11Wednesday, September 28, 11
  8. 8. Methodology > Insight 5 Sponsored by my Client 4 2 1 3 | 05/09/11Wednesday, September 28, 11
  9. 9. Information needs in B2B Looking for general information about a relatively broad area, comparing different visions. Focused on long term evolution. Have a specific problem in mind, and investigate whether it can be addressed using a certain category of products or technologies. Focused on near term application. Have decided to address the problem using a solution in this category and is comparing various vendors, looking for real life experiences of fellow users. Focused on present time deployment. Have installed / bought a solution and is now seeking support on a usage problem. | 05/09/11Wednesday, September 28, 11
  10. 10. Information needs in B2B Looking for general information about a relatively broad area, comparing different visions. Focused on long term evolution. Have a specific problem in mind, and investigate whether it can be addressed using a certain category of products or technologies. Focused on near term application. Have decided to address the problem using a solution in this category and is comparing various vendors, looking for real life experiences of fellow users. Focused on present time deployment. Have installed / bought a solution and is now seeking support on a usage problem. | 05/09/11Wednesday, September 28, 11
  11. 11. Information needs in B2B Looking for general information about a relatively broad area, comparing different visions. Focused on long term evolution. Have a specific problem in mind, and investigate whether it can be addressed using a certain category of products or technologies. Focused on near term application. Have decided to address the problem using a solution in this category and is comparing various vendors, looking for real life experiences of fellow users. Focused on present time deployment. Have installed / bought a solution and is now seeking support on a usage problem. | 05/09/11Wednesday, September 28, 11
  12. 12. Information needs in B2B Looking for general information about a relatively broad area, comparing different visions. Focused on long term evolution. Have a specific problem in mind, and investigate whether it can be addressed using a certain category of products or technologies. Focused on near term application. Have decided to address the problem using a solution in this category and is comparing various vendors, looking for real life experiences of fellow users. Focused on present time deployment. Have installed / bought a solution and is now seeking support on a usage problem. | 05/09/11Wednesday, September 28, 11
  13. 13. Matching responses to needs respond with respond with respond with respond with | 05/09/11Wednesday, September 28, 11
  14. 14. Reminds you of something ? | 05/09/11Wednesday, September 28, 11
  15. 15. Welcome to WidgetWorld! The community of Widget lovers Opinions that matter: Steve Jobs, Kevin Kelly and Stephen Hawking on the future of widgets ! Widgets in action: Your dream widget pictures of our members Fill in our instant poll and win “The hitchhiker using their favorite widgets. guide to widgets” by D.Adams Add yours ! | 05/09/11Wednesday, September 28, 11
  16. 16. Welcome to WidgetWorld! The community of Widget lovers Opinions that matter: Steve Jobs, Kevin Kelly and Stephen Hawking on the future of widgets ! Widgets in action: Your dream widget pictures of our members Fill in our instant poll and win “The hitchhiker using their favorite widgets. guide to widgets” by D.Adams Add yours ! | 05/09/11Wednesday, September 28, 11
  17. 17. Welcome to WidgetWorld! The community of Widget lovers Opinions that matter: Steve Jobs, Kevin Kelly and Stephen Hawking on the future of widgets ! Widgets in action: Your dream widget pictures of our members Fill in our instant poll and win “The hitchhiker using their favorite widgets. guide to widgets” by D.Adams Add yours ! | 05/09/11Wednesday, September 28, 11
  18. 18. Welcome to WidgetWorld! The community of Widget lovers Opinions that matter: Steve Jobs, Kevin Kelly and Stephen Hawking on the future of widgets ! Widgets in action: Your dream widget pictures of our members Fill in our instant poll and win “The hitchhiker using their favorite widgets. guide to widgets” by D.Adams Add yours ! | 05/09/11Wednesday, September 28, 11
  19. 19. Connecting with the right audiences | 05/09/11Wednesday, September 28, 11
  20. 20. Connecting the community to the sales funnel | 05/09/11Wednesday, September 28, 11
  21. 21. Examples of good “sieves” • Polls • Surveys • Thematic newsletter • Premium content (abstracted in public section) • Value offers: • Free consultancy • Self-test questionnaires • Assessment workshops • ... | 05/09/11Wednesday, September 28, 11
  22. 22. Methodology > Sales leads 5 Sponsored by my Client 4 2 1 3 6 | 05/09/11Wednesday, September 28, 11

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