Ingrid Lotze - Social Media in Marketing Africa 2011 - 25 February 2011

B2B SOCIAL MEDIA ?

More business decisions happen over lunch or dinner than any other location but there are no MBA courses on the subject. Peter Drucker

Social media is established as the platform of choice for collaboration, knowledge management and social learning within the enterprise space. The concepts contained in this slide are copyright to Firestring [Pty] Ltd

infographic from Mashable on the rise of B2B social media marketing

Low executive interest Perceived as irrelevant No staff dedicated to social media Low use of outside agencies

B2B vs B2C ? Social Network assisting best business practice Social media tools fb/twitter/viral/competitions/mobile

Don’t ask do we need social media Ask: Do the teams in your business keep re-inventing the wheel? Are you struggling to run efficiently and get people on the same page? Ask: Do you need to stay competitive and accelerate innovation and efficiencies in your business? Ask: Do you need to see a Return on Investment in your Interactions? The concepts contained in this slide are copyright to Firestring [Pty] Ltd

79% of the top 100 companies in the Fortune500 are using social media today .

Social media is established as the platform of choice for collaboration, knowledge management and social learning within the enterprise space. The concepts contained in this slide are copyright to Firestring [Pty] Ltd

Formal knowledge documents, projects plans, presentations and so on)
Tacit knowledge the conversations and comments between people and between people and content.
The concepts contained in this slide are copyright to Firestring [Pty] Ltd A social network is a generative platform for:-

Objectives for using social media within B2B

Turns businesses into learning organisations . How did you learn to do what you do well? Mostly through interacting with other people who were already doing it well. Workplace learning is a social process... as we work together, we learn together A social network .....

Outcomes for B2B social media?
Improving your customer experience * customer loyalty and retention by improving the effectiveness of staff
Assist with the HR functions * Performance reporting – monitoring quality to deliver better service * Reward and recognition
Assist with the transformation journey - skills transfer * Right Knowledge * Right channel * Right information * Right now
Motivation strategies to ensure the retention of employees

Enterprise social network brings.... Social connection - colleagues backgrounds, qualifications, publications and current activities A valuable repository of resources (ideas, inspiration, files, experts and expertise) Sharing of ideas Ongoing, regular collaboration towards insights to solve particular challenges

Multi-sectoral links that allow teams to span organizations and sectors
A sense of community within a professional group
Sustains conversations between face-to-face meetings and supports the coordination of those meetings.
C entralised access to information and resources
Simplified communication
Enterprise social network brings....

Centralised access to expertise
Enhanced effectiveness
A reduction in the need for face-to-face
Efficient participation across regions and organisations * Cost savings on logistics and printing
Centralised, searchable repository of information and experts
Enterprise social network brings....

Through sharing information across blogs, wikis, photo galleries, news feeds, events and groups, the business can: recruit and retain scarce talent and increase the speed at which information and knowledge travels within the organisation.

Pfizer is the world's largest pharmaceutical company It has the industry's largest R&D budget A global workforce and a tremendous need for its people to collaborate - seamlessly across boundaries. The Pfizer intranet wasn’t cutting it. Case study

Simon Revell connected with several other people who were frustrated with the company’s lack of collaboration. They launched a blog; as an individual initiative. When they made it open to all employees in an online conference they had 300,000 hits on the conference website. Meanwhile ... Their enterprise 2.0 journey began with a blog and a wiki on a computer under a desk

Chris Bouton, a researcher at Pfizer's Research Technology Center, downloaded MediaWiki onto a computer under his desk. The rest is history. Pfizerpedia, grew virally and amassed 13,000 individual users worldwide within a year of launch. Pfizer has discovered that wikis are very powerful collaboration tools because they enable colleagues to post content and correct each other's content. It has also become a resource to help colleagues embrace other Web 2.0 technologies in general.

Pfizer is neither the most liberal or forward thinking company around but they identify that the primary Lesson Learned is that ... In most cases, when enterprise 2.0 initiatives are taking place within the firewall, CEO’s and CIOs' best course of action is to lay down some broad boundaries—and then get out of the way.

The Client: South African-based IT company with offices in SA, London and Brazil
Leadership Challenges:
Teams in different offices and different projects keep reinventing the wheel
Teams in different countries don’t feel like they’re operating as part of a unified business
No one knows what other people are working on and how they can help or how what they’ve done before could be re-used
and
Different time zones hamper coordination

The client’s intranet wasn’t cutting it.

What a B2B social network brought them: – coordinated teamwork IP is central, searchable and persistent -(documents and conversations)

Who’s in your business?

What content are they sharing?

Do they know what content and people to look for?
information sharing across the organisation
Built-in intelligence tells you what’s been stored and displays it to your employees automatically based on their profiles.
Knowledge comes looking for you.

Who’s sharing what and who are your knowledge champions?

Example of SM used to connect everyone & interactively engage and collaborate The concepts contained in the presentation are copyright to The Virtual Works [Pty] Ltd Self managed profile and tags connects employees to tribes Cascades a strategic role to every employee Tools to recognise and appreciate peer contributions Tools to feedback on strategy implementation/performance

Knowledge Management

Collaboration (i.e. Strategy Wiki)

Micro implementation – do one thing HR function

Putting social media to work for businesses

Case study – it doesn’t have to be complicated Latest news and call to action

The importance of customer growth conversation Latest training and call to action

Online and offline

Survey Results Survey Results

Top outtakes
Look at who your target customer is - a B2B target audience is usually narrower in scope than a B2C audience.
B2B is more P2P – people to people. The buyer still wants to buy from a trusted friend, not a logo or a company
Content is king. Content with value (like video testimonials or how-to information) is a great way to encourage prospects, warm up leads, and convert to sales opportunities.
Bring social media towards your CRM system

Social CRM is the next big thing But wait, there is more....

Halve your estimates of revenue
Double your expenses
...and you’ll be close to reality
Reality check

B2B social media can have a huge impact in your business The concepts contained in this slide are copyright to Firestring [Pty] Ltd

DO develop a vision and define goals for SM
DO begin to explore SM tools
DON’T replace established online marketing with SM
DON’T look at SM as a stand-alone marketing tool
Conclusion

Thank you

[email_address] t: + 0860 PURUMA (787 862) m: +27 83 447 3438 www.puruma.com LinkedIn: http://www.linkedin.com/in/ingridlotze Twitter: http://twitter.com/ingridlotze Skype : lotzemoffat Blog: lotzemoffat.wordpress.com

Ingrid Lotze - Social Media in Marketing Africa 2011 - 25 February 2011

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