2010 – The Year Of Social Business UC Expo Unified Communications
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2010 – The Year Of Social Business UC Expo Unified Communications

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My presentation on social business, relevant networks and how vendors in communications will start to align content for relevant social business platforms.

My presentation on social business, relevant networks and how vendors in communications will start to align content for relevant social business platforms.

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2010 – The Year Of Social Business UC Expo Unified Communications 2010 – The Year Of Social Business UC Expo Unified Communications Presentation Transcript

  • 2010 – Social Networking for Communications Professionals
    Julian Bradder
    UC Expo
    10 March 2010
  • Who am I?
    15 years on ‘supply side’ of multi-channel and document communications
    Founder of numerous blogs
    Founder of CCCToday.com; Social Network & Content Publishing for communications pro’s
    3 years experience practicing SMM
    Advising numerous communications companies on social media marketing strategies
  • Agenda
    Review B2B activity research
    How B2B SM supports The Decision Cycle
    The relevant, targeted network
    Purpose, relevance & collaboration
    SM Action Plan
  • Review B2B Activity Research
  • Social Business 2010
    ITMSA Survey of Directors
    55% B2B Technology Buyers used Social Media during 2009 (37% 2008)
    Executives in large organisations are using social media more than in small organisations
    Source: ITMSA (www.itmsa.com) . Survey of over 355 business & IT execs US & Europe
  • Social Business 2010
    Response to recession
    Early 2009 – 44% shifting marketing spend online
    Oct 2009 – 77% shifted marketing spend online
    77% to increase online spending in 2010
    Online Marketing is fast becoming biggest single budget spend @13%
    79% Executives conduct 3 searches per day
    Executives under 40 – 50% blog / tweet / similar
    Source: Google / Forbes
  • how Social Media supports the decision cycle in B2B
  • How social media supports the decision cycle in B2B
    Enables unprecedented connectivity and knowledge sharing that is
    Non-interruptive
    Without boundary
    An efficient way to communicate with large and small groups of people
    In public or in private
    Accelerates discovery...
    Collaborative, consultative engagements will become much more normal.
  • B2B Decision Making (Purchasing)
  • The relevant network
  • What is the relevant network?
    Communities that have additional management layers
    Relevance
    Markets itself to niche audiences
    Policy
    B2B Agenda
    B2B Processes
    People, Expertise
    In context with wider Social Media
  • What is the relevant network?
    People 1st, Brands later
    Content
    Special Users
    News
    Jobs, careers
    Variety of communication tools
    Marketing, Research, Engagement
  • Policy
    Ethics differ – B2B has clear commercial purpose
    But the principles should not differ
    The environment must be safe
    The ability to control privacy an imperative
    Those who market must adhere to engagement rules
    Dedicated areas with commercial purpose
  • Policy - B2B need a focal point
    Smaller more relevant communities
    Same high degree of connectivity
    Active buy and sell side participation
    Content that is oriented to buyer needs
    The mechanics of social media but condensed to work for a specific community
    Various communication methods
  • B2B Agenda
    Accelerate learning and opportunity
    Reduce Risks
    Improve Co-ordination
    Reduce Costs
    Identify specialist skills
    Ask Questions, Get Answers
    Improve opportunity identification
    Make research and criteria definition easier
    Improve Communications
    Improve trust
  • B2B Social Networks will target
    Marketing
    Sales
    Service & Support
    Innovation
    Collaboration
    Customer Experience
  • Communications B2B Buying process
    1 Year Before Social Media
    Identify / Recognise the problem
    Create Criteria
    Search for providers
    Evaluate Options
    Test Solution
    Procure Solution
    Process
    Outside influence
    Internal Influence
    Compelling
    Event
    Wish list
    Things that would be good
    B2B Trade Magazines
    Web Search for companies
    Suppliers visit. Propose Solutions. Identify Favoured
    Pilot Solution, Vendors parade
    Purchase
    Implement
    Source
    How have others addressed the issue?
    Internally focused and researched. Takes time
    Limited availability of information. Lengthy discovery
    Often rushed, staged; both sides may lack access to critical information
    Communicate
    & Collaborate
    Extending the Value
    Building cross-company teams
    Limitations
  • Communications B2B Buying process
    Sometime soon after Social Media
    Identify / Recognise the problem
    Create Criteria
    Search for providers
    Evaluate Options
    Test Solution
    Procure Solution
    Process
    Outside influence
    Internal Influence
    Compelling
    Event
    Wish list
    Things that would be good
    B2B Trade Magazines
    Web Search for companies
    Suppliers visit. Propose Solutions. Identify Favoured
    Pilot Solution, Vendors parade
    Purchase
    Implement
    Source
    Connectivity with industry TL’s. Read about others experiences.
    Ability to confer, ask questions, review content; get assistance in definition of criteria
    Review, Match and Connect with suppliers
    Early stage qualification
    Ongoing dialogue, peer - peer content referenced, continuous collaboration transparency
    Reduced workload
    Facilitating communication and assessment
    Document Sharing
    Enhanced communications
    New Position
    Content aligned to decision cycle stage
  • Relevant networks extend the value of other elements of the learning mix
    Activity value extension e.g. User conferences
    Consultant Meetings
    Conferences & Networking
    Remove the blinkers it is easy to research and connect with others
    Peer to peer connectivity much easier but remains aligned with project
    Continue discussion and debate online
    Validate opinion with others, meet people with other viewpoints and approaches
    Extend networking online, deepen those relationships, make content referrals and debate the engagement
  • People, Expertise
  • Communications
    There are many disciplines in communications –
    Companies do not necessarily
    organise themselves around Gartner quadrants.
    Customer Experience measurement determines a view of the whole.
  • Process, functional and resource overlap exists across
    all major communication channels
    ...whilst the dialogue should be consistent across all of these channels
  • Process, functional and resource overlap exists across
    all major communication channels
    Customer Experience
    Data
    ...whilst the dialogue should be consistent across all of these channels
  • Purpose, relevance, collaboration
  • Purpose
    Cross functional
    Objective oriented
    Drive business processes
    Knowledge
  • Collaboration
    Lines between companies broken down
    The ‘transparent organisation’
    The best people for task
    Greater vendor collaboration
    Better industry resource availability
    Reduced Costs
    Shorter project cycle times across business processes
    Better discovery, better negotiation, better implementation, better business, better innovation.. just better.
  • Content
    Sellers will
    Begin to render content on basis of
    The reader
    Place in decision cycle
    Needs of individuals on buy side
    Highly connected
    Buyers will begin to express themselves
    Get more support
    More opinion
    Accelerated
  • In context with wider social media environments
    facebook
    twitter
    LinkedIN
    Content Out
    Traffic In
    High Relevance Content Driven Network
    Adjacent
    High Relevance
    Adjacent High Relevance
    Corporate Websites
  • A simple action plan
  • Get connected
    Sign up to twitter and follow
    @UCEXPO
    @CCCTODAY
    @MikeEng1and
    @jowyang
    On LinkedIN Join
    UC Expo Group
    CCC Today Group
    Sign up to www.ccctoday.com
    Read my blog, connect with me. Happy to help guide you
    Start talking about the things that interest you
    Listen to what your new online connections are talking about join in the conversation and say what you think!
    Watch your business network and opportunity grow