Packaging Your Story: Social Media for B2Bs

packagingyour story.social media for b2bs. espressoagency.com

You get that your clients are usingsocial media on packaging in cooland effective ways... november 17, 2011 The Packaging Association packaging your story 2

You want to know how you can useit effectively for your own business? november 17, 2011 The Packaging Association packaging your story 3

well, let’s go.

So what’s the deal withsocial media anyway? november 17, 2011 The Packaging Association packaging your story 5

It can build networks.november 17, 2011 The Packaging Association packaging your story 6

It can focus collaboration.november 17, 2011 The Packaging Association packaging your story 7

It can enable content creation.november 17, 2011 The Packaging Association packaging your story 8

It can bring together communities of interest. november 17, 2011 The Packaging Association packaging your story 9

It can drive information.november 17, 2011 The Packaging Association packaging your story 10

It can even be random fun.november 17, 2011 The Packaging Association packaging your story 11

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

social media is a tacticin your marketing toolkit.

november 17, 2011 The Packaging Association packaging your story 14

And, yes, even... november 17, 2011 The Packaging Association packaging your story 19

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

so! what’s your brand story?

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

audience awareness. Source: eMarketer, 2009.

We can provide lots ofgreat examples of B2Ccontent telling a brandstory. november 17, 2011 The Packaging Association packaging your story 25

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

But your space is B2B. november 17, 2011 The Packaging Association packaging your story 28

Are they really the same? november 17, 2011 The Packaging Association packaging your story 29

well, yes and no.

Business objectives arebusiness objectives, nomatter your audience. november 17, 2011 The Packaging Association packaging your story 31

But social tools are useddifferently for personaland professional needs. november 17, 2011 The Packaging Association packaging your story 32

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

fact:21.7% of adults usetwitter for work. Source: eMarketer, 2009.

fact:86% of b2bs use social tools.only 82% of b2cs do. Source: BtoB Magazine, November 17, 2011.

You’ve got to understand whya prospect might get valueout of connecting with you. november 17, 2011 The Packaging Association packaging your story 36

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

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

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

content design.

Without great content,there is zero point inengaging in social activity. november 17, 2011 The Packaging Association packaging your story 41

Brand story content is:1. Objective-driven.2. Media-agnostic and extendable. november 17, 2011 The Packaging Association packaging your story 43

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

distribution design. Source: eMarketer, 2009.

Brand story distribution is:1. Consistent across all channels.2. Audience-relevant. november 17, 2011 The Packaging Association packaging your story 46

You know howyou’re currentlymarketing. november 17, 2011 The Packaging Association packaging your story 47

Let’s extend that intothe right social toolsfor your organization. november 17, 2011 The Packaging Association packaging your story 48

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

building the digital hub. Source: eMarketer, 2009.

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

Input facilitators:1. Blogs.2. Microblogs.3. Communities of interest.4. Forums.5. Wikis. november 17, 2011 The Packaging Association packaging your story 52

Support facilitators:1. Microblogs.2. Communities of interest.3. Forums. november 17, 2011 The Packaging Association packaging your story 53

Current technographics:1. Hunt.2. Gather.3. Analyze. Source: BtoB Magazine, November 17, 2011. november 17, 2011 The Packaging Association packaging your story 54

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

end result? Source: eMarketer, 2009.

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

sounds like marketing, huh? Source: eMarketer, 2009.

okay. let’s see some examples! Source: eMarketer, 2009.

Freshbooks.november 17, 2011 The Packaging Association packaging your story 60

American Express.november 17, 2011 The Packaging Association packaging your story 61

Cree LED Manufacturing.november 17, 2011 The Packaging Association packaging your story 62

shall we talk?@jacquelyncyr@espressoagencyj.cyr@espressoagency.comespressoagency.com Source: eMarketer, 2009.

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Packaging Your Story: Social Media for B2Bs

by The Espresso Group on Nov 17, 2011

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