Session 2 of ISB social media course - Social Media for B2B companies

1. B2B Social Media Usage Amit Klein Feb ’10 #isbsm

2. Social Media is more effective for B2C then B2B companies?

4. Multiple people involved in decision making

5. Longer / stronger relationships

6. Fewer customers

9. Targeted 5,000 influential business leaders, bloggers, politicians

13. Grasshopper - Effects

14. Cree Lighting – Generating Leads

16. Cree Lighting

17. Cree – Generating Leads

18. B2B By the Numbers

20. Why engage in Social Media? Use social media to: Improve Reputation / Authority Increase Brand Awareness / Reach Build Relationships / Engagement While achieving business objectives: Sales Advertising PR Customer Service Market Research HR Communication / Collaboration

24. Establishing Authority

25. Social CRM

26. Social Search

27. Stages of social media adoption

30. Is our brand being reflected on the web the way we’d like it to be?

31. Are we keeping up with and aware of our competition?

32. Who are the influential voices in our industry?

34. What should you listen to? 1. ResellerClub, Reseller Club, R Club, Directi 2. Supersite, ShridharLuthria, BhavinTurakhia 3. Tucows, OpenSRS, eNom, GoDaddy, Wild West 4. Domain reseller, bulk hosting, web hosting reseller, bulk domains, wholesale domains, etc…

38. Listening Tools - SocialMention

39. Listening Tools - Trendrr

40. Listening Tools - Trendrr

42. Real time

43. Segmentation (region, keyword, source)

44. Influencer analysis

45. Workflow

46. Export to CRM

48. Listening Tools – ScoutLabs

49. But what if no one’s talking?

51. Tutorials

52. Presentations

53. White Paper

54. Tweets

55. Ask questions

56. Create groups

58. Creating Content

59. Creating Content - Whitepapers

60. Creating Content - Blogs

61. Creating Content - Twitter

62. Creating Content - Video

63. Indian Equivalent

65. Become a destination for anyone looking to learn more about your niche/industry

66. No one wants to join Sandeep’s Rug Store fan page, create “Indian Textile Professionals” page on FB

67. 70% content about the industry, 30% info about your products

68. Be transparent on who you are, be human, be likable, admit mistakes

70. Facebook

71. Branded Communities

72. Youtube

73. SlideShare

75. Facebook

76. Branded Communities

77. Branded Communities

78. What are the goals of a branded community?

80. Market/Product research

81. Maximizing interaction with your brand

82. Collecting leads

84. Youtube

85. SlideShare

86. LinkedIn - Search

88. Don’t need huge numbers

90. Purchasing Ads

93. In what situation do Google searches fail?

95. Best hotel in Mumbai

96. Should I go to business school?

101. More and more the pages we visit on the web are dictated by recommendation

102. RSS is dying

104. Social Search Conversations & recommendations will play an increasing important role Critical to have conversations around your brand / leave a footprint

105. Social CRM

107. How has the perception of my brand changed recently and in what direction is it trending?

108. Geographically where is my biggest, rapidly emerging and diminishing customers?

109. Who are my biggest evangelists, how influential are they to my bottom line, how can I find more people like them?

110. Who are my biggest naysayers, how can I change their perception?

111. What is the perception of my product vs. my competitors?

112. What product features do my (potential) customers want?

113. Where is my next potential biggest growth market?

116. What first steps can a business take to engage in social media that currently has no footprint?

117. First steps all businesses could take Have a section on your website, FB, twitter, Greader/Buzz: “Links [company name is reading]” Allow anyone to post Aggregate news from other sites on to your site Give your short opinion / analysis Create a corporate blog Allow anyone in the company to post Discuss what’s going on in your organization (30%), wider industry news (70%) Comment on blogs (leave a footprint) Answer / ask LinkedIn questions

118. Stages Social Media Adoption Identify where the conversations are happening (forums, blogs, twitter, etc…) and who are the biggest influencers Jump in but don’t spread yourself to thin… pick one or two channels Join the conversation (react to existing conversations) Develop a voice and personality Identify trends and develop actionable insights Adapted from BrianSolis.com

119. Stages Social Media Adoption Become attention worthy / guide the conversation Proactively reach out to brand ambassadors, give them the tools to evangelize Restructure teams and tools internally to manage conversations across the company Adapted from BrianSolis.com

120. Resources socialmediab2b.com briansolis.com business.com blogs.forrester.com

121. Questions?