B2B Social Media - Moving Beyond the Hype (iStrategy San Francisco)

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B2B social media best practices and examples from our clients Cisco, NetApp, and SAP presented at the iStrategy meeting in San Francisco on April 5, 2011.

B2B social media best practices and examples from our clients Cisco, NetApp, and SAP presented at the iStrategy meeting in San Francisco on April 5, 2011.

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  • 1. B2B Social Media:Moving Beyond the Hype Mike Rowland, Impact Interactions Jeanette Gibson, Cisco Systems Navneet Grewal, NetApp Sara Larsen, SAP April 5, 2011
  • 2. B2B Social Media Hype “The tactics that work in consumer focused social media will work in business to business social media.” “The tactics that work in consumer focused social media won’t work in business to business social media.” “In social media, your audience controls your brand.” “You have to use <Insert latest tool being hyped by the social media echo chamber> to engage with your audience.” “B2B social media is in its infancy.” “B2B marketers have to catch up to B2C in social media.” “The most important thing to do is build followers and fans.” “Social Media ROI is about the conversations. You can’t measure it.”©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 2
  • 3. The Hype Leads Many to Believe B2B Social Media is Complex Image by Wordle.net©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 3
  • 4. Maybe Our Own TeamsContribute to the Complexity©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 4
  • 5. The Hypester Social Media is the new way of marketing Pictures courtesy of AMCTV.com (http://www.amctv.com/originals/madmen/)©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 5
  • 6. The Skeptic Social Media will never replace traditional marketing Pictures courtesy of AMCTV.com (http://www.amctv.com/originals/madmen/)©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 6
  • 7. The Hard Worker Social Media requires more content than traditional marketing Pictures courtesy of AMCTV.com (http://www.amctv.com/originals/madmen/)©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 7
  • 8. The Lazy Worker Social Media lets other people do the hard work Pictures courtesy of AMCTV.com (http://www.amctv.com/originals/madmen/)©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 8
  • 9. The Dreamer It’s all about the conversations. They’re magic… Pictures courtesy of AMCTV.com (http://www.amctv.com/originals/madmen/)©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 9
  • 10. The Executive Sponsor There must be a way to justify all the money we’re spending! Pictures courtesy of AMCTV.com (http://www.amctv.com/originals/madmen/)©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 10
  • 11. The Realist Pictures courtesy of AMCTV.com (http://www.amctv.com/originals/madmen/)©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 11
  • 12. Joan Harris is Correct Moving beyond the hype of B2B social media means focusing on your audience and their information needs – B2B audiences want a relationship with your company, not a transaction – Casual browsers use 3rd party sites, invested audiences use your site Two main reasons that people follow B2B companies on social media (besides looking for a job) – To learn more about a product or solution prior to purchase – To resolve support issues Tools support information flow – Don’t fall into the trap of “If you build it, they will come.” – Where is your audience online? – Shiny objects are nice, but do you get results from them? Measurement is a must in B2B Social Media – Move beyond followers and counts by using a solid measurement strategy – Educate your stakeholders (Dashboards work great) – Bring in traditional CRM data to demonstrate ROI Let’s look at some examples of how companies have cut through the hype to use social media in a B2B environment…©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 12
  • 13. SARA LARSEN NAVNEET GREWAL JEANETTE GIBSON 13©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved.
  • 14. Social Media: Making it Real March 2011
  • 15. About SAPLeading Provider of Business SoftwareOver 109,000 Companies Run onSAP Software38 Years of Business ProcessExperienceNew Innovation in Business Analyticsand Mobility SolutionsOur Mission: Make Every Customer aBest-Run Business
  • 16. Leading Companies Trust Our Industry Expertise Trading Industries Consumer Financial Industries Services Process Discrete Manufacturing Manufacturing Services Public Services
  • 17. SAP Helps the World Run Better.SAP Customers…. …process 2.5 billion …manage 50 million …produce 2.2 million utility bills per year bank accounts tons of chocolate
  • 18. Social Media Momentum @ SAPBroad Channel ReachHighly Engaged CommunityEnterprise Wide Listening &ReportingBroad Campaign Integration SAP Community Network… may be the most extensive use to date of social media by a corporation.” Richard Adler, Leveraging the Talent-Driven Organization, The Aspen Institute, March 2010
  • 19. Social Media – Making It Real Prioritize with a Purpose Define a Point of View Put a Stake in the Ground Quick Wins are Important Executing the Long Game
  • 20. Social Media – Executing the Long Game Comprehend Content Channel Audience Profile Editorial Voice Channel Strategy Marketplace Publishing Approach Emerging Dynamics Communities Dynamic Program Conversation Interconnectedness Effectiveness ~ Dedicated Team ~ Virtual Team~ Agency Engagement ~ Executive Sponsorship© 2011 SAP AG. All rights reserved. Confidential 20
  • 21. Thank You!Contact information:Sara LarsenSenior Director, Digital Marketingsara.larsen@sap.com@sararlarsen
  • 22. SARA LARSEN NAVNEET GREWAL CISCO SYSTEMS – JEANETTE GIBSON 22©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved.
  • 23. Our B2B SocialMedia Strategy –Building GrowthNavneet GrewalDirector, Digital MarketingApril 5, 2011
  • 24. About NetApp  Provider of industry leading data and storage management solutions  Fortune 100 company with $3.9B annual revenue (FY11)  Over 10,000 employees in more than 150 offices worldwide  One of the Best Companies to Work for 24
  • 25. Our Audience is Global & Interacts Across Multiple Platforms with NetApp Microblogging (Twitter, Sina): 22 accounts in 19 countries, 11 languages Social Networks (Facebook, LinkedIn, Sina): 30 accounts in 16 countries, 12 languages Video Channels (Tudou,Youku,Youtube): 8 accounts in 10 countries, 5 languages Blogs: 50+ blogs in 15 countries, 9 languages Communities: US based over 71,000 members 25
  • 26. Persona Driven StrategySource: NetApp persona development by Level Studios 26
  • 27. Our Challenges Are Many… But We’re Focused on Our Audience’s NeedsIntegration of Web,Communities, UserGroups, Online events,& Social Media 27
  • 28. Integrate to Connect More 28
  • 29. Integrate to Connect More NetApp Confidential - Limited Use 29
  • 30. Driving Engagement
  • 31. Customer Listening 31
  • 32. Business Value of Online ConversationsCommunity knowledge sharing continues to provide value to NetApp customers and partners Partners Benefit From Engagement “I use the Communities for two things: To download the latest NetApp DOCs for basically anything (They are always newer here than anywhere else) and to help NetApp Customers with their NetApp issues when I have the time – I have been getting some great leads… 32
  • 33. Business Value of OnlineConversations
  • 34. Why This Is So Important for NetApp From our recent Value Framework project we learned:Active members using our community to interact and engage with us contributed hundreds of millions of dollars in sales revenue over a 6 month period Active partners of NetApp engaging in the community delivered over half a billion dollars in partner owned sales revenue over the same time period Using B2B Social Media properly allows us to expand our reach using the network effect in a cost effective manner to engage with our valuable audience members – The audience is valuable… – Companies must integrate information to be a valued resource to the audience versus providing information overload in a disorganized manner 34
  • 35. 35
  • 36. SARA LARSEN NAVNEET GREWAL JEANETTE GIBSON 36©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved.
  • 37. How Cisco Engages withthe Social CustomerJeanette Gibson, Director, Social Media Marketing@JeanetteGApril 5, 2011© 2010 Cisco and/or its affiliates. All rights reserved. 37
  • 38. socialmedia.cisco.com Why…  Create conversations with customers, partners, employees and the public  Platform to discuss the role of the network  Thought leadership How…  Extensive use of video increases engagement  Integrated with campaigns  Employee engagement programs increase usage externally© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 38
  • 39. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 39
  • 40. © 2010 Cisco and/or its affiliates. All rights reserved. www.ciscolive.com Cisco Confidential 40
  • 41. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 41
  • 42. • 400 customers from 20 countries registered for app + game • 3200 check ins during the week • 54k points earned & 760 virtual stickers awarded • 70 ratings & 235 comments© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 42
  • 43. © 2010 Cisco and/or its affiliates. All rights reserved. Twitter.com/ciscolive Cisco Confidential 43
  • 44. Uses her Twitter Community of over 1.3M followers to Amplify Cisco’s voice on Cloud and Unified Computing Share technology insights Get feedback on her ideas and presentations© 2010 Cisco and/or its affiliates. All rights reserved. Twitter.com/padmasree Cisco Confidential 44
  • 45. A regularly scheduled video broadcast on Ustream with Cisco executives and experts covering partner-focused topics.  Engage Cisco partners around the globe  Interact using video, social media, and free tools  8 sessions with close to 50,000 live views and many replays Digital Marketing Awards Finalist© 2010 Cisco and/or its affiliates. All rights reserved. Ustream.tv/ciscotv Cisco Confidential 45
  • 46. What’s Next… • Conversation Rate • Cross Channel Metrics • Interactive Dashboard© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 46
  • 47. Lead with customer listeningCreate a social listening working groupSet goalsWhat are you trying to accomplish?Optimize & integrate your social presenceHow will customers find you and connect with you?Embrace videoLearn and leverage the power of videoBuild your engagement teamUncover your experts and get them involvedBe open & transparentBe willing to share lessons learned © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 47
  • 48. Thank you.
  • 49. Questions for Our Panel Mike Rowland Navneet Grewal Sara Larsen Jeanette Gibson©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 49