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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

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

Published in: Business

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