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B 2 B And Social Media
 

B 2 B And Social Media

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A quick presentation for a public relations class at Marquette University on March 10, 2008

A quick presentation for a public relations class at Marquette University on March 10, 2008

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    B 2 B And Social Media B 2 B And Social Media Presentation Transcript

    • B-2-B and Social Media Bill Finn Finn Digital
    • Who is this guy?
    • What is B2B Marketing Communications?
      • Support the marketer’s sales effort
      • Improve company profitability.
      • More complex than B2C marketing
        • longer sales cycle
        • multiple decision makers
      • Tactics
        • advertising
        • public relations
        • direct mail
        • trade show support
        • sales collateral
        • Branding
        • Interactive services such as website design and search engine optimization
    • Social Media: Wisdom of Crowds
      • Collaborative information connection:
      • Internet forums
      • message boards
      • Weblogs
      • Wikis
      • Podcasts
      • blogs
      • Picture sharing
      • vlogs
      • email
      • instant messaging
      • music-sharing
      • group creation
      • Examples:
      • Google (reference, social networking)
      • Wikipedia (reference)
      • MySpace (social networking)
      • Facebook (social networking)
      • Last.fm (personal music)
      • YouTube (social networking and video sharing)
      • Second Life (virtual reality)
      • Flickr (photo sharing)
    • It’s About Conversation
      • Talking and Listening
      • Multiple Points of View
      • Active Participation
      • Stimulation (ideas, debate, expansion)
      • Support
      • Kinds of conversations?
      • What kind of feelings do we get from conversations?
    • Making the Business Case
      • Expect huge online growth
      • Marketing budgets increasing this year for 62% of marketers, of whom 79% said they planned to boost their online spending.
      • In a tough economy, online media provides measurability (so do events and direct marketing)
      • Source:B2B Media Business, March 7, 2008
    • Convincing the Client
      • What is the business need?
      • Speed-to-market
      • Ease-of-use
      • Monetization
      • Like It or Dump It
      • Support with blended marketing strategy
    • The Old School. It Works.
      • Definition of need
      • Target audience
      • What do you want to accomplish?
        • measurable business objectives
      • Outline a strategy
      • Layout the tools
      • Release early and often. Measure. Repeat.
    • Additional Considerations
      • Do we want to be a part of a conversation?
      • Do we really want honest customer feedback?
      • Two snapshot cases
    • The Pros Of The Cons (Read “Chuck Taylors”)
      • http://au.youtube.com/watch?v=006vM79ylRw&feature=related
      • http://au.youtube.com/watch?v=G_c9FN1HQGU&NR=1
      • Converse is tapped in to their culture
      • It inspires and engenders cultural enhancement from product line through set marketing collateral
    • The GM Dilemma
      • http://www.youtube.com/watch?v=7n5p62Ah_jA&NR=1
      • http://www.youtube.com/watch?v=nXuwwDuzlNY&NR=1
      • http://www.youtube.com/watch?v=foR3sfWu5IQ&feature=related
      • User-generated content works only if it fits the product
      • Or does it?
    • What I Haven’t Seen Yet
      • The surveys are great, but…
      • The tools are all there, but…
      • I know I need SEO, but…
      • HOW?
    • Integrated Social Media Strategy
      • harness bleeding-edge deliverables
      • repurpose vertical users
      • transition cross-media content
      • maximize virtual infomediaries
      • exploit robust synergies
      • monetize cross-platform channels
    • actually…
    • The Old School. It Works.
      • Definition of need
      • Target audience
      • What do you want to accomplish?
        • measurable business objectives
      • Outline a strategy
      • Layout the tools
      • Release early and often. Measure. Repeat.
    • Mortgage Company
      • Largest in the Midwest
      • Tough economic market
      • Need to communicate sales opportunities, best practices and wins to the company-wide sales team
      • Need to have a more personal “voice”
    • Boiler Manufacturer
      • Global
      • Strong after-market parts business
      • Strong training effort, internal and external
      • Service technician culture
      • How can this company harness social media?
    • Lawn Mower/Engine Manufacturer
      • Aging traditional demographic
      • Need to target young homeowners (24-39)
      • Cable program, how-to mentality
      • Internet natives
      • How can this company harness social media?
    • Build a Community
      • Have a vision and a voice
      • You get what you give
      • You’ve got to have a reason to give
      • Build a business strategy
      • Use tools that do the job
        • http://affiliate.kickapps.com/kickapps/user/displayUserLoginPage.kickAction?as =20830
        • Blogger.com
    • Corporate Responsibility
      • Have someone dedicated to adding, changing the site content 
      • Need to grow with the “collaboration”, users won’t come back to stale information
    • Let’s Make One Up!
      • Business-to-business
      • Need
      • Audience
      • Goals
      • Strategy
      • Tools
    • Resources
      • http://googleblog.blogspot.com/2008/02/be-part-of-super-tuesday-action.html
      • Mashable.com
      • http://www.toprankblog.com/2006/08/resources-for-new-media-and-social-media-pr/
      • Twitter
      • Del.icio.us
    • Questions
      • Bill Finn
      • [email_address]
      • 414-383-5080