What Social Media Does for My Business
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What Social Media Does for My Business

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15 social media tips and insights from 3 b2b marketing executives - the leave-behind for the panel I moderated at the MarketingProfs B2B Forum 2009.

15 social media tips and insights from 3 b2b marketing executives - the leave-behind for the panel I moderated at the MarketingProfs B2B Forum 2009.

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  • Jacob - All good points. Bear in mind that I just put the presentation together. All of the ideas are direct quotes from three client-side b2b marketers. So either none of them have definitively tied social media to hard ROI numbers or none of them see sales as a primary goal of THEIR social media efforts.
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  • hey greg,

    it seems like most of the things you have up there are impact based and not roi based. so it's great that you can have more ways to market your products, but how does that translate into roi? perhaps it allows you to increase product depth, if i am always buying A then perhaps now i'm buying B, maybe the purchase timeline has decreased, if i buy once every 6 months maybe now i buy once every 3 months. i understand that these are factors that highly depend on a successful campaign. curious why you didn't add, 'social media lets my company make more money' into the mix.

    what about building partnerships with complementary businesses, implement referral programs, increase conversions, etc? the things you addressed in the presentation are good but they only work if that's what the company is trying to do. if a company is trying to increase revenue, then social media allows you to increase revenue.

    hope this makes sense
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  • hey greg,

    it seems like most of the things you have up there are impact based and not roi based. so it's great that you can have more ways to market your products, but how does that translate into roi? perhaps it allows you to increase product depth, if i am always buying A then perhaps now i'm buying B, maybe the purchase timeline has decreased, if i buy once every 6 months maybe now i buy once every 3 months. i understand that these are factors that highly depend on a successful campaign. curious why you didn't add, 'social media lets my company make more money' into the mix.

    what about building partnerships with complementary businesses, implement referral programs, increase conversions, etc? the things you addressed in the presentation are good but they only work if that's what the company is trying to do. if a company is trying to increase revenue, then social media allows you to increase revenue.

    hope this makes sense

    ~jacob
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What Social Media Does for My Business What Social Media Does for My Business Presentation Transcript

  • what social media does for my business practical tips for b2b marketers from b2b marketers the marketers Donna Tocci Ingersoll Rand | Monique Trulson Hello Direct | Aneta Hall Pitney Bowes the conversation curator Greg Verdino crayon | http://www.crayonville.com | http://www.gregverdino.com
  • what social media does for my business it gives me new ways to market my products and services “Social media is not about constantly pushing the same marketing message through every available channel and hoping that 0.2 percent of your recipients will actually pay attention to your ad. That’s traditional advertising. What you are hoping for is to energize social media participants through conversational marketing. How? For starters consider using social media to amplify your company’s philanthropic activities. Set up social media channels with content about your initiative and make it easy for others to virally spread it to others. I did not understand the power of social media viral spread until I become involved in the “Holiday Mail for Heroes” initiative my company was sponsoring. Social media outreach took the campaign to the next level and made me a true believer in the power of word-of-mouth marketing.” Aneta Hall Pitney Bowes
  • what social media does for my business it lets me discover, cultivate & activate brand enthusiasts “There are people out there that like your brand, maybe even love your brand. By joining conversations with them, getting to know them and sharing information with them, you will be cultivating a true brand evangelist. If you go about this the right way, they will feel like part of your “inner circle.” This person will share his or her positive feelings about your brand with their friends both online and in the real world. They are also the people that will come to your quick defense should an issue arise online” Donna Tocci Ingersoll Rand “Social media allows businesses to both provide and build a community of product or service evangelists – allowing employees access to social media and interact with buyers, sharing their enthusiasm and belief in your product, helps develop a community of evangelists who will support you going forward.” Monique Trulson Hello Direct “Social media can help you identify and engage your brand ambassadors. These are folks who are passionate about your brand and are not shy to talk about it using social media. You can find them by continuously monitoring your branded keywords across all social media channels. Once found, you should develop lasting relationships with these folks that are based on respect and mutual admiration. Consider engaging them in your new product development, provide them with a window into your company’s culture and continuously supply them with information so that they may continue talking about your brand. Do not bribe them or in any way influence their opinion. Their independence is what should work in this relationship.” Aneta Hall Pitney Bowes
  • what social media does for my business it allows me to solve problems and deliver a better customer experience “Mitigate crisis and manage brand reputations -- When you have an online presence there is a forum for your brand to have a voice. Never is this more important than when something goes wrong, or is perceived to go wrong. During a crisis, your customers, employees and partners need additional reasons to trust in your brand. Already having an established online presence is crucial to keeping the trust of your constituencies while getting out information quickly and effectively. Do not under estimate the power of social media to help mitigate crisis and potential crisis situations.” Donna Tocci Ingersoll Rand “Allowing for folks to reach out with both good and bad, and using social media to help rectify problems and answer questions, builds a large amount of trust in your brand. You’re not simply showing the best testimonials, you’re not cherry picking the best reviews, you’re opening yourself and your brand to both compliments and criticism and you’re responding to it, which builds trust that you’re listening and eager to help when needed.” Monique Trulson Hello Direct “You’ll find many of your existing customers who are having issues with your products or your customer service and who are not afraid to use social media channels to let their voice be heard. I see that all the time on Twitter and by monitoring my company’s branded keywords on Technorati or through Google alerts. You can choose to ignore these folks or you can jump in to help. Your participation in social media gives you a unique opportunity to reach out to these customers through channels they might not expect to receive customer service through. Comcast has done it through @comcastcares on Twitter and many other brands are following in their footsteps including my employer. Remember though that once you decide to get involved, your participation in social media will involve setting up processes at your company to help your team stay responsive once your next project will take your attention elsewhere.” Aneta Hall Pitney Bowes
  • what social media does for my business it helps me connect with buyers, before and after the sale “Connect with buyers much earlier in their purchasing decision making process. Positioning people from your company as thought leaders online will connect your brand with buyers much earlier in their decision process. Sharing useful, relevant information people can use in their jobs will not only position your brand as a thought leader, but keep your brand name top of mind when purchasing decisions are made.” Donna Tocci Ingersoll Rand “Provide an outlet for your buyers to interact with the company and with other users of your products. When folks like your product, they want to share their impressions and discuss, and social media allows for a company to empower users by providing such outlets in quick, easy formats.” Monique Trulson Hello Direct it humanizes my corporation “Allowing users to see the man behind the curtain personalizes your brand in the best possible way – your brand becomes human, easier to connect with, more attractive to purchase from.” Monique Trulson Hello Direct
  • what social media does for my business it lets me learn from and collaborate with my customers “Have you started monitoring social media for your branded keywords? How about your competitor’s keywords? Add to it your branded product names, industries you play in and verticals you are venturing into. Social media gives you an incredible opportunity to listen in on conversations from your current customers and prospects (including your competitors’) who openly discuss their needs, generate new product ideas and alert you of issues with your existing products. You must take advantage of it by developing a plan for ongoing social media monitoring. Once you have your monitoring data share it with a wider audience at your company including your R&D group, your customer care department, your marketing and PR folks and analyze in a way to take action.” Aneta Hall Pitney Bowes “Using social media to collaborate with your customers can provide insight into features and functionality your products or services may be missing, or generate new ideas for marketing. Your end users know what they’re missing that would make your product work the best for them, and they want to share their opinions – use social media to collaborate with them on this.” Monique Trulson Hello Direct it helps my company attract the best new employees “Connect with future employees earlier than ever before -- The teenagers and young adults of today are your managers and partners of tomorrow. They communicate with the world through social media every day, all day. Statistics show that many of them expect to not only gather information pertinent to them and their interests through digital means, but to have a personal interaction with the companies that interest them.“ Donna Tocci Ingersoll Rand
  • what social media does for my business it enables my company to collaborate better internally “Don’t forget that social media is not limited to your customers and external stakeholders. Through Enterprise 2.0 tools including wikis, blogs, instant messaging, internal social networks and microblogging apps, social media can help improve your employee communications and help them collaborate with one another regardless of office location, business unit association or positioning on the corporate ladder. At my workplace we are exploring several social media applications to help us share information in real time and be more productive which, in today’s economic environment, is no longer an option, but a requirement.” Aneta Hall Pitney Bowes “Create a less insular internal culture -- When employees engage with each other cross regions, cross businesses and cross functions, they work more efficiently and creatively. Productivity will actually increase, not decrease, when people form relationships throughout the company. “ Donna Tocci Ingersoll Rand