Packaging Your Story: Social Media for B2Bs

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B2B organizations can as easily drive great social content as B2Cs. It just requires clarifying your own objectives, understanding your audience's motivations, and meshing the two together with great content in the right tactical locations. (Easy peasy, right?)

Originally presented to The Packaging Association, November 17, 2011.

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Packaging Your Story: Social Media for B2Bs

  1. packagingyour story.social media for b2bs. espressoagency.com
  2. You get that your clients are usingsocial media on packaging in cooland effective ways... november 17, 2011 The Packaging Association packaging your story 2
  3. You want to know how you can useit effectively for your own business? november 17, 2011 The Packaging Association packaging your story 3
  4. well, let’s go.
  5. So what’s the deal withsocial media anyway? november 17, 2011 The Packaging Association packaging your story 5
  6. It can build networks.november 17, 2011 The Packaging Association packaging your story 6
  7. It can focus collaboration.november 17, 2011 The Packaging Association packaging your story 7
  8. It can enable content creation.november 17, 2011 The Packaging Association packaging your story 8
  9. It can bring together communities of interest. november 17, 2011 The Packaging Association packaging your story 9
  10. It can drive information.november 17, 2011 The Packaging Association packaging your story 10
  11. It can even be random fun.november 17, 2011 The Packaging Association packaging your story 11
  12. Social media (n):1. Media for social interaction, using highly scalablepublishing techniques.2. Media that uses digitally based technologies totransform and broadcast media monologues intosocial dialogues. november 17, 2011 The Packaging Association packaging your story 12
  13. social media is a tacticin your marketing toolkit.
  14. november 17, 2011 The Packaging Association packaging your story 14
  15. november 17, 2011 The Packaging Association packaging your story 15
  16. november 17, 2011 The Packaging Association packaging your story 16
  17. november 17, 2011 The Packaging Association packaging your story 17
  18. november 17, 2011 The Packaging Association packaging your story 18
  19. And, yes, even... november 17, 2011 The Packaging Association packaging your story 19
  20. november 17, 2011 The Packaging Association packaging your story 20
  21. Tactical tool (n):1. Execution point within an integrated brand story.2. Target-facing component of a strategic brand plan. november 17, 2011 The Packaging Association packaging your story 21
  22. so! what’s your brand story?
  23. Story components:1. Audience. (To whom am I talking?)2. Content. (What am I saying?)2. Distribution. (How am I getting it out there?) november 17, 2011 The Packaging Association packaging your story 23
  24. audience awareness. Source: eMarketer, 2009.
  25. We can provide lots ofgreat examples of B2Ccontent telling a brandstory. november 17, 2011 The Packaging Association packaging your story 25
  26. november 17, 2011 The Packaging Association packaging your story 26
  27. Objectives range through...1. Research.2. Market share.3. Education.4. New product introduction.5. Loyalty building.6. Positioning refinement.7. Etc. november 17, 2011 The Packaging Association packaging your story 27
  28. But your space is B2B. november 17, 2011 The Packaging Association packaging your story 28
  29. Are they really the same? november 17, 2011 The Packaging Association packaging your story 29
  30. well, yes and no.
  31. Business objectives arebusiness objectives, nomatter your audience. november 17, 2011 The Packaging Association packaging your story 31
  32. But social tools are useddifferently for personaland professional needs. november 17, 2011 The Packaging Association packaging your story 32
  33. The personal motivations:1. Sharing with existing contacts.2. Community participation.3. Social capital and recognition.4. Definition of self (engagement with like-me).5. Fun. Source: Techcrunchies. november 17, 2011 The Packaging Association packaging your story 33
  34. fact:21.7% of adults usetwitter for work. Source: eMarketer, 2009.
  35. fact:86% of b2bs use social tools.only 82% of b2cs do. Source: BtoB Magazine, November 17, 2011.
  36. You’ve got to understand whya prospect might get valueout of connecting with you. november 17, 2011 The Packaging Association packaging your story 36
  37. Defining your audience:1. Type of organization.2. Role within organization.3. Demo-, psycho-, and technographic profiles. a.Typical decision-maker. b. Typical influencer. november 17, 2011 The Packaging Association packaging your story 37
  38. The professional motivations:1. Professional capital and recognition (information).2. Professional contribution (feedback).3. Professional guidance (support). Source: BtoB Magazine, November 17, 2011. november 17, 2011 The Packaging Association packaging your story 38
  39. So you need to design contentand distribution to meet audienceobjectives where your key profiles live. november 17, 2011 The Packaging Association packaging your story 39
  40. content design.
  41. Without great content,there is zero point inengaging in social activity. november 17, 2011 The Packaging Association packaging your story 41
  42. november 17, 2011 The Packaging Association packaging your story 42
  43. Brand story content is:1. Objective-driven.2. Media-agnostic and extendable. november 17, 2011 The Packaging Association packaging your story 43
  44. Content design focus:1. Industry leadership.2. Innovation.3. Pricing.4. Quality.5. Unique capabilities.6. Etc. november 17, 2011 The Packaging Association packaging your story 44
  45. distribution design. Source: eMarketer, 2009.
  46. Brand story distribution is:1. Consistent across all channels.2. Audience-relevant. november 17, 2011 The Packaging Association packaging your story 46
  47. You know howyou’re currentlymarketing. november 17, 2011 The Packaging Association packaging your story 47
  48. Let’s extend that intothe right social toolsfor your organization. november 17, 2011 The Packaging Association packaging your story 48
  49. Media considerations:1. What types of media enable provision of information?2. What types of media enable customer input?3. What types of media enable support?4. Where are your decision makers and influencers currently playing? november 17, 2011 The Packaging Association packaging your story 49
  50. building the digital hub. Source: eMarketer, 2009.
  51. Information facilitators:1. Blogs.2. Microblogs.3. Video content sites.4. Picture content sites.5. Communities of interest.6. Forums.7. Wikis. november 17, 2011 The Packaging Association packaging your story 51
  52. Input facilitators:1. Blogs.2. Microblogs.3. Communities of interest.4. Forums.5. Wikis. november 17, 2011 The Packaging Association packaging your story 52
  53. Support facilitators:1. Microblogs.2. Communities of interest.3. Forums. november 17, 2011 The Packaging Association packaging your story 53
  54. Current technographics:1. Hunt.2. Gather.3. Analyze. Source: BtoB Magazine, November 17, 2011. november 17, 2011 The Packaging Association packaging your story 54
  55. Your corporate site should be atestament to all of this effort, pullinginteractions together into a single hub. november 17, 2011 The Packaging Association packaging your story 55
  56. end result? Source: eMarketer, 2009.
  57. You are building audience-relevant,valuable content and placing it inthe direct line of your target. november 17, 2011 The Packaging Association packaging your story 57
  58. sounds like marketing, huh? Source: eMarketer, 2009.
  59. okay. let’s see some examples! Source: eMarketer, 2009.
  60. Freshbooks.november 17, 2011 The Packaging Association packaging your story 60
  61. American Express.november 17, 2011 The Packaging Association packaging your story 61
  62. Cree LED Manufacturing.november 17, 2011 The Packaging Association packaging your story 62
  63. shall we talk?@jacquelyncyr@espressoagencyj.cyr@espressoagency.comespressoagency.com Source: eMarketer, 2009.

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