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B2B Social Media - David Edmundson-Bird
 

B2B Social Media - David Edmundson-Bird

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    B2B Social Media - David Edmundson-Bird B2B Social Media - David Edmundson-Bird Presentation Transcript

    • B2B Social Media Top Down for Strategic Thinkers
      David Edmundson-Bird
      MMU Business School
    • Agenda
      Who am I?
      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
    • An Introduction to B2B Social Media
    • 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
    • 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
    • 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
    • Positioning a B2B Brand in the Social Media Space
    • 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:
    • 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
    • Engaging with the B2B Marketspace
    • 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?
    • 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?
    • 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?
    • What to do in Engagement
      The Listening Post
      Consider engagement as a feedback channel too
      Product design
      Reputation management
      Consultation
      Complaints
    • 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
    • B2B Social Media Environment Types
      Photo sharing
      Q&A systems
      Social networks
      Video sharing
      Wikis
      Sharing documents
      Recommendation environments
      Social bookmarking
      Syndication
      Webinars
      Collaboration
      Syndication
      Communication
      Interaction
      Blogging
      Blog directories
      Instant messaging
      Microblogging
      Podcasting
      RSS
      Apps
    • The Conversation – B2B Social Media as Marketing and PR
    • 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?
    • The Conversation Example
      Are you wanting to communicate?
      Can you communicate with participants in these environments? Which specific platform are they one?
      Blogging
      Squarespace, Movable Type, Blogger, Wordpress
      Blog directories
      Technorati, Blogs.com, Blogpulse,
      Instant messaging
      Gtalk, Jabber, AIM, MS Messenger
      Microblogging
      Tumblr, Posterous, Twitter, Jaiku
      Podcasting
      Podcast Alley, iTunes, Blip.FM
      RSS
      Postrank, Feedblitz, Feedburner, Bloglines, Icerocket
    • There’s always room for a Top Ten Tip List
      Even for Senior Managers
    • 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
    • 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
      B2B Social Media for is about influencing rather than selling
    • THX 4 Listening
      Mail me
      d.edmundson-bird@mmu.ac.uk
      Tweet me
      @groovegenerator
      Link me
      uk.linkedin.com/in/davidbird
      Phone me
      0161 247 4603 / 07774 556343