B2B Social Business Case Study Guide: CerviLenz (Healthcare)
CSRA Social Business EducationSeriesHow Social Business Is Changingthe Game in B2B: Sales,Marketing, Human Resources,Product Development and Others2012 Roadshowhttp://www.socialbusinessservices.biz/resources/
Copyrighted material Healthcare Case Study Background CerviLenz designs and markets a medical device •Medical device ﬁrm that enables obstetric nurses and midwives to • Targets obstetric nurses predict whether a mother is and midwives likely to have a premature birth. CerviLenzs use of • Prevents premature conferences and social birth complications business offers some good practices and pitfalls from which we can learn.05/05/2012 Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities 3
Copyrighted material Connect with Clinicians on Facebook • Social business boosted conference ROI St u d y Gu i de • Used agency to launch Facebook Page and reach obstetric nurses and midwives So c ia l • Boosted credibility by having people with obstetrics knowledge on the Page Business • Raised engagement by responding to reader comments Highlights • Increased trust by allowing critical, passionate reader posts • Liked other relevant Facebook Pages • Pre-conference Facebook activity credited with boosting booth activity05/05/2012 Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities 4
Copyrighted material Content Focus Doesn’t Engage • Marketing approach to social business St u d y Gu i de focused on content, not engagement • Content attracts people, but only Lessons interaction increases commitment • Liking relevant Pages is good, but if you Learned don’t proactively reach out you won’t tap the network effect and drive growth • Responding to readers is good, but Pages need to show readers that they are really interested in their opinions, by consistently asking questions05/05/2012 Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities 5
Copyrighted material Engage by Inviting Interaction • Social business contradicts a core B2B St u d y Gu i de marketing principle, that it’s good to talk • To tap social business’s potential, Insights marketing has to reinvent itself as the host of others conversations • The network effect is powerful—and only accessible when other people interact • Critical success factors: – Use a strategy that emphasizes interaction – Enlist knowledge experts to post & respond – Constantly invite relevant interaction – Measure trust and commitment quantitatively to chart your progress05/05/2012 Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities 6
Copyrighted material Connect with Clinicians on Facebook • CerviLenz unveiled its product publicly at a major industry conference. Several weeks before the event, CerviLenz hired an St u d y Gu i de agency to launch a Facebook Page that would appeal to nurses and midwives. Critically, they had employees with obstetrics knowledge responding and engaging with readers. • CerviLenz added credibility to its Page by allowing and responding to Detail1 passionate and critical posts from people who dont understand the device and what it did--or who harbored disappointment with birth experiences and medical care. • The Page succeeded in attracting 2-3,000 "likes" who were mostly nurses and midwives, and CerviLenz credits its Facebook Page with increasing its booth trafﬁc at the conference. • CerviLenz approached social business as a way to support legacy processes. Reviewing their Facebook activity, they have done a credible job in posting relevant thought leadership and responding to readers.05/05/2012 Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities 7
Copyrighted material Content Focus Doesn’t Engage • However, CerviLenzs Page leaves money on the table. Although they have liked other relevant Pages, their Facebook posts dont show St u d y Gu i de signiﬁcant outreach to them, which would result in much faster growth. • Related to this, the Page does show some organic posts by obstetrics nurses and midwives, but CerviLenz has been reactive to their Detail2 audience instead of proactively courting interaction, which would result in more interactivity, engagement and audience. • CerviLenz shows a solid "stage one" social business effort because its mostly focused on content. White papers, research and other value-added information can attract people, but only interaction keeps them coming back and increases their commitment to you. More than 90% of people who "like" a Facebook Page never return. Ever. • In platforms like Facebook, interactions get broadcast to readers networks as a function of the platform algorithms, so Pages need to interact if they want to tap the network effect. That requires enlisting relevant thought leaders, responding consistently and actively promoting discussion by asking people their opinions.05/05/2012 Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities 8
Copyrighted material Engage by Inviting Interaction • Watch the video St u d y Gu i de – http://youtu.be/77_6QyIzIPQ • Case study home page Mo re – http://tinyurl.com/sbscasecervilenz – Podcast (audio only) (L i n ks ) – Other B2B case studies – More insight into business drivers – Action steps • Catch the whole series – http://www.socialbusinessservices.biz/resources05/05/2012 Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities 9
Copyrighted material CSRA Social Business Education Series How Social Business Is Changing the Game in B2B: Sales, Marketing, Human Resources, Product Christopher S. Rollyson Development and Others Managing Director CSRA email@example.com +1.312.925.1549 http://about.me/csrollyson http://rollyson.net/consulting Part1: The Dynamics of Change Part2: B2B Sales & Marketing Case Studies Resources Part3: Action Steps: Evolving Sales & Marketing 2012 Roadshow http://www.socialbusinessservices.biz/resources/05/05/2012 Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities 10
Copyrighted material Social Business Services http://www.socialbusinessservices.biz/resources/ How to evolve sales and marketing05/05/2012 Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities 11
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