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Title: B2B Social Business Case Study: Kinaxis Study Guide (supply chain)
 

Title: B2B Social Business Case Study: Kinaxis Study Guide (supply chain)

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Social business will begin disrupting B2B sales & marketing in 2012, and CSRA's Social Business Education Series shows executives how to take advantage of it. This supply chain case study shows how ...

Social business will begin disrupting B2B sales & marketing in 2012, and CSRA's Social Business Education Series shows executives how to take advantage of it. This supply chain case study shows how Kinaxis, offers a suite of cloud-based supply chain software and services, used blogs, LinkedIn and a supply chain community to engage prospects worldwide, boosting

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    Title: B2B Social Business Case Study: Kinaxis Study Guide (supply chain) Title: B2B Social Business Case Study: Kinaxis Study Guide (supply chain) Presentation Transcript

    • CSRA Social Business EducationSeriesHow Social Business Is Changingthe Game in B2B: Sales,Marketing, Human Resources,Product Development and Others2012 Roadshowhttp://www.socialbusinessservices.biz/resources/
    • Enterprise Social Business Strategy & Execution Christopher S. Rollyson and Associates Plan | Learn | Scale | Integrate | Manage Social Business Disruption of B2B Sales and Marketing Study Guide: Kinaxis Part2: B2B Case Studies Manufacturing | Healthcare | Supply Chain | Financial Services05/05/2012 Entire contents © 2006-2012 by Christopher S. Rollyson
    • Copyrighted material Supply Chain Case Study Background Kinaxis offers a suite of •Cloud-based cloud-based supply chain software and services software and services to provider supply chain professionals worldwide. It used a 3-part • On-demand supply chain social business initiative to management services significantly increase its profile with prospects—and • Serve manufacturers & to boost sales. Notably, its logistics professionals first social business worldwide initiative had gone poorly, so Kinaxis rebooted by creating a strategy.05/05/2012 Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities 3
    • Copyrighted material Blog/LinkedIn/Community Ecosystem • Rebooted failed effort; began with St u d y Gu i de strategy • Supply chain blog introduced firm So c ia l experts to global audience—and was widely republished Business • Outreach to LinkedIn Groups drove more readership Highlights • “Supply Chain Expert Community” served supply chain geeks • Community videos poked fun at supply chain and showed congruence • Website traffic and conversions jumped05/05/2012 Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities 4
    • Copyrighted material Serve Supply Chain Geeks Worldwide • Social business an efficient way to St u d y Gu i de connect firm experts and prospects • The blog served as the heart of their Lessons ecosystem—for content & conversation • Kinaxis didn’t try to dominate the Learned community: “its for members” • Kinaxis focused on sharing and serving, not selling • Humor is risky but great for bonding • Kinaxis multiplied their social business benefits by focusing on keywords and search engine optimization05/05/2012 Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities 5
    • Copyrighted material Earn Loyalty by Serving Everywhere • Social business makes B2Bs experts St u d y Gu i de accessible to clients and prospects • Conducting outreach to other sites is very Insights important in growing readership • Serving people, without selling, usually earns high loyalty—and preference • Critical success factors: – Use a strategy to plan unique roles for each of your presences, so they create synergy – Give equal attention to content & interacting – Understand and use your unique keyword combinations to increase your footprint – Commit to serving prospects to earn loyalty05/05/2012 Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities 6
    • Copyrighted material Blog/LinkedIn/Community Ecosystem • Kinaxiss social business strategy had 3 parts, but their blog, LinkedIn presence and online community all aimed to "host the party" for St u d y Gu i de supply chain geeks. • Blog posts proved ultra-efficient in connecting Kinaxis professionals to their global audience. The blog was the heart of the ecosystem; it offered their experts insights as well as reader comments, and they Detail1 republished blog posts widely. • Kinaxis joined relevant LinkedIn supply chain groups, and they interacted in them consistently. They shared relevant blog posts as well, which resulted in more blog readership. • Most ambitious, Kinaxis launched a supply chain community to serve their audience—and they didnt try to dominate it or to "sell." They let members know through their actions that the site was "community- owned." In addition, they produced supply chain comedy videos that turned out to be huge hits in the community. • Due to social business and Kinaxiss attention to keywords, traffic to their website *and* conversions went up by multiples. Very important for a cloud-based software and services provider whose prospects often find them online.05/05/2012 Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities 7
    • Copyrighted material Serve Supply Chain Geeks Worldwide • Kinaxis tapped the deep connection between their "knowledge owner" consultants and salespeople and clients and prospects. Social St u d y Gu i de business proved ideal for making that connection because Kinaxis focused on sharing relevant knowledge; they didnt sell or promote. • Kinaxiss blog was the most efficient content engine for its online ecosystem because content was relatively easy to produce, easy to Detail2 find, and it fosters interactivity, which lets readers join the conversation. • Finally, although humor is risky, its a powerful way to prove to prospects that you know them--when you can laugh together. • B2B firms always have subject matter experts who develop and grow firm core competency, but these experts are expensive and rarely accessible to prospects. As Kinaxiss story shows, blogs offer an ideal way to connect experts to prospects. Blogs interactive and search- friendly features boost their value even more. • Kinaxis drove interest in their blog by interacting in LinkedIn Groups; outreach to other platforms is often even more effective in getting attention than producing your own content. • Launching a niche community requires significantly more investment, but firms that ground their community strategy in serving clients and prospects earn very high loyalty. The investment often pays off in spades because members gratitude translates into preference, a sweet prize indeed!05/05/2012 Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities 8
    • Copyrighted material Earn Loyalty by Serving Everywhere • Watch the video St u d y Gu i de – http://youtu.be/Ey_t7GQToZ8 • Case study home page Mo re – http://tinyurl.com/sbscasekinaxis – 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 chris@rollyson.net +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