B2B Social Media Top Down for Strategic Thinkers

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These are the slides I used to give a talk as part of KMP's inblackandwhite seminar series

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B2B Social Media Top Down for Strategic Thinkers

  1. 1. B2B Social Media Top Down for Strategic Thinkers<br />David Edmundson-Bird<br />MMU Business School<br />
  2. 2. Agenda<br />An Intro to B2B Social Media<br />Positioning a Brand in the Social Media Space<br />Engaging with the B2B Marketspace<br />The Conversation – B2B Social Media as Marketing and PR<br />There’s always room for a Top Ten Tip List<br />Even for Senior Managers<br />
  3. 3. An Introduction to B2B Social Media<br />
  4. 4. An Introduction to B2B Social Media<br />B2C<br />Purchase decisions don’t require complexity<br />Decisions are quick<br />The world of FMCG<br />B2B<br />Careful consideration of complex decisions<br />No single decision-maker<br />Slow<br />
  5. 5. Networks of Persuasion<br />Suppliers of Support<br />Suppliers of Primary<br />Less obviousmarketingthinking<br />Government Bodies<br />The B2B Supplier<br />The B2B Buyer<br />Lobbyists<br />Trade Associations<br />Instinctive marketing thinking<br />Suppliers<br />Clients<br />Collaborators<br />
  6. 6. The B2B Social Media Marketing Opportunity<br />Not just communicate with B2B customers<br />Engage with<br />Your customer’s clients<br />Your suppliers of primary and support<br />Your client’s trade association<br />Lobbyists<br />Regulatory bodies<br />Collaborators<br />
  7. 7. Positioning a B2B Brand in the Social Media Space<br />
  8. 8. Positioning a B2B Brand in Social Media<br />Where can only you occupy?<br />How can you establish your brand as the sole occupant in a given social media position?<br />Some old-fashioned principles apply:<br />
  9. 9. The Social Media “Proposition”<br />Why does your B2B brand exist?<br />The differentiation and relevance<br />Not only to B2B customers but to other stakeholders<br />It’s the clear focus for your staff<br />It’s the clear focus when other people engage other people about your B2B brand<br />
  10. 10. Engaging with the B2B Marketspace<br />
  11. 11. Engaging with the B2B Marketspace<br />You need to make a number of decisions – look at your Networks of Persuasion<br />Which of the network contacts will you engage with as a business?<br />Which of the network contacts will other contacts engage with about you?<br />What will you do?<br />Say things to them?<br />Listen to them?<br />Which platforms and environments will you use to engage with them?<br />
  12. 12. Social Network Contacts<br />Need to decide who is key from your network segments<br />There may be network elements that you don’t want/need or shouldn’t engage with<br />Who has the most persuasion capability within your network – can you engage with them so that they engage for you?<br />
  13. 13. What to do in Engagement<br />Think of the Social Media Proposition<br />Build engagements you make on the social media proposition<br />Each engagement with a stakeholder needs to be personalized and relevant<br />Consider the agendas and motivation of the stakeholders<br />Can they be motivated to engage with other stakeholders on your behalf?<br />
  14. 14. What to do in Engagement<br />The Listening Post<br />Consider engagement as a feedback channel too<br />Product design<br />Reputation management<br />Consultation<br />Complaints<br />
  15. 15. Platforms & Environments<br />What is/are the preferred platform(s) of your stakeholders?<br />Avoid attempting to engage where they are not<br />You will increase engagement if you use the right environment<br />And legally use words such as ROI <br />Consider the role of the 4 social environment types<br />
  16. 16. B2B Social Media Environment Types<br />Collaboration<br />Blogging<br />Blog directories<br />Instant messaging<br />Microblogging<br />Podcasting<br />RSS<br />Photo sharing<br />Q&A systems<br />Social networks<br />Video sharing<br />WIkis<br />Communication<br />Syndication<br />Sharing documents<br />Recommendation environments<br />Social bookmarking<br />Syndication<br />Webinars<br />Interaction<br />Apps<br />
  17. 17. B2B Social Media Platforms<br />
  18. 18. The Conversation – B2B Social Media as Marketing and PR<br />
  19. 19. The Conversation<br />The B2B buying cycle is long<br />There are different stakeholders involved at different stages<br />The conversation needs to happen in the correct place and context<br />Is it<br />Collaborative?<br />Syndicatable?<br />Interactive?<br />Communicative?<br />
  20. 20. There’s always room for a Top Ten Tip List<br />Even for Senior Managers<br />
  21. 21. The B2B Social Media Strategists Top Ten Tip List<br />Think about all of the participants in your network of influence<br />Not just your customers<br />Know that it is not instant<br />Slow-boiler<br />Think about B2B Brand differentiation<br />Think about your social media proposition<br />Work out who the No.1 network participant is<br />Not the no.1 customer<br />
  22. 22. The B2B Social Media Strategists Top Ten Tip List<br />Only work in social media channels that the network participants use<br />Use social media to distinguish yourself<br />Have different propositions in different networks for different participants<br />The conversation is happening anyway<br />

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