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UC Expo 2010 - Social Networking for communications Pro
UC Expo 2010 - Social Networking for communications Pro
UC Expo 2010 - Social Networking for communications Pro
UC Expo 2010 - Social Networking for communications Pro
UC Expo 2010 - Social Networking for communications Pro
UC Expo 2010 - Social Networking for communications Pro
UC Expo 2010 - Social Networking for communications Pro
UC Expo 2010 - Social Networking for communications Pro
UC Expo 2010 - Social Networking for communications Pro
UC Expo 2010 - Social Networking for communications Pro
UC Expo 2010 - Social Networking for communications Pro
UC Expo 2010 - Social Networking for communications Pro
UC Expo 2010 - Social Networking for communications Pro
UC Expo 2010 - Social Networking for communications Pro
UC Expo 2010 - Social Networking for communications Pro
UC Expo 2010 - Social Networking for communications Pro
UC Expo 2010 - Social Networking for communications Pro
UC Expo 2010 - Social Networking for communications Pro
UC Expo 2010 - Social Networking for communications Pro
UC Expo 2010 - Social Networking for communications Pro
UC Expo 2010 - Social Networking for communications Pro
UC Expo 2010 - Social Networking for communications Pro
UC Expo 2010 - Social Networking for communications Pro
UC Expo 2010 - Social Networking for communications Pro
UC Expo 2010 - Social Networking for communications Pro
UC Expo 2010 - Social Networking for communications Pro
UC Expo 2010 - Social Networking for communications Pro
UC Expo 2010 - Social Networking for communications Pro
UC Expo 2010 - Social Networking for communications Pro
UC Expo 2010 - Social Networking for communications Pro
UC Expo 2010 - Social Networking for communications Pro
UC Expo 2010 - Social Networking for communications Pro
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UC Expo 2010 - Social Networking for communications Pro

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  • 1. Collaborarion & Messaging Theatre<br />2010 – Social Networking for Communications Professionals<br />Julian Bradder<br />UC Expo<br />10 March 2010<br />
  • 2. Who am I?<br />15 years on ‘supply side’ of multi-channel and document communications<br />Founder of numerous blogs<br />Founder of CCCToday.com; Social Network & Content Publishing for communications pro’s<br />3 years experience practicing SMM<br />Advising numerous communications companies on social media marketing strategies<br />
  • 3. Agenda<br />Review B2B activity research<br />How B2B SM supports The Decision Cycle<br />The relevant, targeted network<br />Purpose, relevance & collaboration<br />SM Action Plan<br />
  • 4. Review B2B Activity Research<br />
  • 5. Social Business 2010<br />ITMSA Survey of Directors<br />55% B2B Technology Buyers used Social Media during 2009 (37% 2008)<br />Executives in large organisations are using social media more than in small organisations<br />Source: ITMSA (www.itmsa.com) . Survey of over 355 business & IT execs US & Europe<br />
  • 6. Social Business 2010<br />Response to recession<br />Early 2009 – 44% shifting marketing spend online<br />Oct 2009 – 77% shifted marketing spend online<br />77% to increase online spending in 2010<br />Online Marketing is fast becoming biggest single budget spend @13%<br />79% Executives conduct 3 searches per day<br />Executives under 40 – 50% blog / tweet / similar <br />Source: Google / Forbes<br />
  • 7.
  • 8. how Social Media supports the decision cycle in B2B<br />
  • 9. How social media supports the decision cycle in B2B<br />Enables unprecedented connectivity and knowledge sharing that is <br />Non-interruptive<br />Without boundary<br />An efficient way to communicate with large and small groups of people<br />In public or in private<br />Accelerates discovery...<br />Collaborative, consultative engagements will become much more normal.<br />
  • 10. B2B Decision Making (Purchasing)<br />
  • 11. The relevant network<br />
  • 12. What is the relevant network?<br />Communities that have additional management layers<br />Relevance<br />Markets itself to niche audiences<br />Policy<br />B2B Agenda <br />B2B Processes<br />People, Expertise<br />In context with wider Social Media<br />
  • 13. What is the relevant network?<br />People 1st, Brands later<br />Content <br />Special Users<br />News<br />Jobs, careers<br />Variety of communication tools<br />Marketing, Research, Engagement<br />
  • 14. Policy<br />Ethics differ – B2B has clear commercial purpose<br />But the principles should not differ<br />The environment must be safe<br />The ability to control privacy an imperative<br />Those who market must adhere to engagement rules<br />Dedicated areas with commercial purpose<br />
  • 15. Policy - B2B need a focal point<br />Smaller more relevant communities<br />Same high degree of connectivity<br />Active buy and sell side participation<br />Content that is oriented to buyer needs<br />The mechanics of social media but condensed to work for a specific community<br />Various communication methods <br />
  • 16. B2B Agenda<br />Accelerate learning and opportunity<br />Reduce Risks<br />Improve Co-ordination<br />Reduce Costs<br />Identify specialist skills<br />Ask Questions, Get Answers<br />Improve opportunity identification<br />Make research and criteria definition easier<br />Improve Communications<br />Improve trust<br />
  • 17. B2B Social Networks will target<br />Marketing<br />Sales<br />Service & Support<br />Innovation<br />Collaboration<br />Customer Experience<br />
  • 18. Communications B2B Buying process <br />1 Year Before Social Media<br />Identify / Recognise the problem<br />Create Criteria<br />Search for providers<br />Evaluate Options<br />Test Solution<br />Procure Solution<br />Process<br />Outside influence<br />Internal Influence<br />Compelling <br />Event<br />Wish list<br />Things that would be good<br />B2B Trade Magazines<br />Web Search for companies<br />Suppliers visit. Propose Solutions. Identify Favoured<br />Pilot Solution, Vendors parade<br />Purchase<br />Implement<br />Source<br />How have others addressed the issue?<br />Internally focused and researched. Takes time<br />Limited availability of information. Lengthy discovery<br />Often rushed, staged; both sides may lack access to critical information<br />Communicate<br />& Collaborate<br />Extending the Value<br />Building cross-company teams<br />Limitations<br />
  • 19. Communications B2B Buying process <br />Sometime soon after Social Media <br />Identify / Recognise the problem<br />Create Criteria<br />Search for providers<br />Evaluate Options<br />Test Solution<br />Procure Solution<br />Process<br />Outside influence<br />Internal Influence<br />Compelling <br />Event<br />Wish list<br />Things that would be good<br />B2B Trade Magazines<br />Web Search for companies<br />Suppliers visit. Propose Solutions. Identify Favoured<br />Pilot Solution, Vendors parade<br />Purchase<br />Implement<br />Source<br />Connectivity with industry TL’s. Read about others experiences. <br />Ability to confer, ask questions, review content; get assistance in definition of criteria<br />Review, Match and Connect with suppliers<br />Early stage qualification<br />Ongoing dialogue, peer - peer content referenced, continuous collaboration transparency<br />Reduced workload<br />Facilitating communication and assessment<br />Document Sharing<br />Enhanced communications<br />New Position<br />Content aligned to decision cycle stage<br />
  • 20. Relevant networks extend the value of other elements of the learning mix<br />Activity value extension e.g. User conferences<br />Consultant Meetings<br />Conferences & Networking<br />Remove the blinkers it is easy to research and connect with others<br />Peer to peer connectivity much easier but remains aligned with project<br />Continue discussion and debate online<br />Validate opinion with others, meet people with other viewpoints and approaches<br />Extend networking online, deepen those relationships, make content referrals and debate the engagement<br />
  • 21. People, Expertise<br />
  • 22. Communications<br />There are many disciplines in communications – <br />Companies do not necessarily<br /> organise themselves around Gartner quadrants.<br />Customer Experience measurement determines a view of the whole.<br />
  • 23. Process, functional and resource overlap exists across<br /> all major communication channels<br />...whilst the dialogue should be consistent across all of these channels<br />
  • 24. Process, functional and resource overlap exists across<br /> all major communication channels<br />Customer Experience<br />Data<br />...whilst the dialogue should be consistent across all of these channels<br />
  • 25. Purpose, relevance, collaboration<br />
  • 26. Purpose<br />Cross functional<br />Objective oriented <br />Drive business processes<br />Knowledge<br />
  • 27. Collaboration<br />Lines between companies broken down<br />The ‘transparent organisation’<br />The best people for task<br />Greater vendor collaboration<br />Better industry resource availability<br />Reduced Costs<br />Shorter project cycle times across business processes<br />Better discovery, better negotiation, better implementation, better business, better innovation.. just better.<br />
  • 28. Content<br />Sellers will<br />Begin to render content on basis of<br />The reader<br />Place in decision cycle<br />Needs of individuals on buy side<br />Highly connected<br />Buyers will begin to express themselves<br />Get more support<br />More opinion<br />Accelerated<br />
  • 29. In context with wider social media environments<br />facebook<br />twitter<br />LinkedIN<br />Content Out<br />Traffic In<br />High Relevance Content Driven Network<br />Adjacent <br />High Relevance<br />Adjacent High Relevance<br />Corporate Websites<br />
  • 30.
  • 31. A simple action plan<br />
  • 32. Get connected<br />Sign up to twitter and follow<br />@UCEXPO<br />@CCCTODAY<br />@MikeEng1and<br />@jowyang<br />On LinkedIN Join<br />UC Expo Group<br />CCC Today Group<br />Sign up to www.ccctoday.com<br />Read my blog, connect with me. Happy to help guide you<br />Start talking about the things that interest you<br />Listen to what your new online connections are talking about join in the conversation and say what you think!<br />Watch your business network and opportunity grow<br />

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