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.
2. You get that your clients are using
social media on packaging in cool
and effective ways...
november 17, 2011 The Packaging Association packaging your story 2
3. You want to know how you can use
it effectively for your own business?
november 17, 2011 The Packaging Association packaging your story 3
5. So what’s the deal with
social 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 scalable
publishing techniques.
2. Media that uses digitally based technologies to
transform and broadcast media monologues into
social dialogues.
november 17, 2011 The Packaging Association packaging your story 12
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
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
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
31. Business objectives are
business objectives, no
matter your audience.
november 17, 2011 The Packaging Association packaging your story 31
32. But social tools are used
differently for personal
and 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
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 why
a prospect might get value
out 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 content
and distribution to meet audience
objectives where your key profiles live.
november 17, 2011 The Packaging Association packaging your story 39
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
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 how
you’re currently
marketing.
november 17, 2011 The Packaging Association packaging your story 47
48. Let’s extend that into
the right social tools
for 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
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
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 a
testament to all of this effort, pulling
interactions together into a single hub.
november 17, 2011 The Packaging Association packaging your story 55
57. You are building audience-relevant,
valuable content and placing it in
the direct line of your target.
november 17, 2011 The Packaging Association packaging your story 57