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Social Media Disruption B2B IBM Seminar October 2009
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Social Media Disruption B2B IBM Seminar October 2009


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Social Media Disruption with a B2B flavour presented to exclusive IBM mid-market conference October 2009. Full video links available at

Social Media Disruption with a B2B flavour presented to exclusive IBM mid-market conference October 2009. Full video links available at

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  • 1. Social Media Disruption 20.10.09 A presentation to : IBM [email_address] @nicholasgill
  • 2. @nicholasgill @fbfdigital
  • 3. Social media has disrupted the conventional marketing model
  • 4. People are one click away from the perfect job, the ideal product, a damning video diary or the 5 star review
  • 5. But it’s not about blindly rolling out the latest, must-have tactics Brands need to strategically navigate through social media…
  • 6. Some scary/exciting* numbers Image: Universal McCann Wave 4, Source: * Delete as appropriate
  • 7. 13 hours amount of video uploaded to YouTube every minute
  • 8. 900,000 average number of blog posts in a 24 hour period
  • 9. Tweets so far? Source:
  • 10. 3.5 billion online conversations every day Sources: Keller Fay Group, Bazaarvoice/izu Answers online market research
  • 11. 100,000,000 users who log on to Facebook at least once each day (that’s 50% of total FB users)
  • 12. 1,500,000,000 Apps downloaded for iPhone Average user downloads 10 apps per month
  • 13. 3,000 Average advertising exposure per day Source: Advertising: It's Everywhere, Media Awareness Network
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  • 16. Trends Content Explosion Fragmentation & distribution Interactivity, participation & control Source: IAB Europe Interact Congress 2009 Content Supply Chain Evolution Real time
  • 17. Social media is powering & accelerating these trends The 60’s and 70’s were all about products and how to advertise them The 80’s and 90’s were all about brands and their balance sheet value Then it all went digital Now it’s all gone social
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  • 20. Social media is about conversations
  • 21. People like to talk about themselves
  • 22. Share knowledge & learn
  • 23. To enjoy
  • 24. Express opinions
  • 25. Share Experiences
  • 26. Find each other jobs
  • 27. These conversations are fragmented & connected
  • 28. Brand ownership has fundamentally shifted Source: David Armano
  • 29. Brand ownership has fundamentally shifted Source: David Armano
  • 30. Engagement has already shifted
  • 31. Social media is already culturally accepted Source: Forrester & The Guardian 65% of time spent in social/entertaining space
  • 32. 66% of B2B marketers said they are now using social media (+20% YoY) Source: Forrester B2B Social Computing & B2B Online “ ”
  • 33. The consumer has evolved
  • 34. Why should I?
    • New ways to market my products & services
    • Lets me discover, cultivate & activate brand enthusiasts
    • Allows me to solve problems & deliver better customer experiences
    • Connect with buyers before & after sales
    • Humanizes my company
    • Lets me learn & collaborate with my customers
  • 35. How can you engage in this world? OPEN AUTHENTIC TRANSPARENT
  • 36. Entertainment Exclusives, assets Information, news, knowledge Utility or tool Fame social currency Meme Vouchers, rewards How can you engage in this world?
  • 37. Social Media Strategic Framework Source: Steve Sponder @stevesponder Creative Commons: Attribution-Non Commercial-No Derivative Works 2.0 UK: Engalnd & Wales License
  • 38. 10 things you can do to be social today
    • Add photos of your staff
    • Add a link to each employee’s LinkedIn profile
    • Update staff bios to accurately describe their expertise and cut out the gobbledygook
    • Write about things your next business partner, customers, or members are searching for
    • Update your blog regularly – at LEAST once a week
    • Make sure the design of your blog matches the design of your company website
    • Be the best you that you can be. Don’t try to be someone else
    • Generate good helpful content and not a constant sales pitch
    • Recommend vendors and business partners on social networking sites
    • Add links to your social media sites in the footers of your outgoing email – let people know where you are available to connect
  • 39. Do something interesting
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  • 47. [email_address] @nicholasgill Continue the conversation