B2B social media presentation


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THink about the path to purchase, especially when it comes to B2B

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  • A social network is a community of people that are tied together by an outcome
  • B2B social media presentation

    1. 1. Social media and B2B
    2. 2. Source: http://thisisindexed.com
    3. 3. Social networks for business
    4. 4. A business Twitter account
    5. 5. <ul><li>What is a social network? </li></ul>
    6. 6. <ul><li>For an individual, the value is in the community </li></ul><ul><li>For a brand, the value is in harnessing the community </li></ul>
    7. 7. B2B social media <ul><li>How is social networking different for B2B? </li></ul>
    8. 8. TRADITIONAL MEDIA SOCIAL MEDIA One way, brand speaking Two way / a conversation Focused on the brand Focused on the consumer Brand in control Consumer in control Repeating the message Adapting the message Entertaining Involving Brand created content User created content / Co-creation Space defined by Media Owner Space defined by Consumer
    9. 9. The smart phone <ul><li>Will some people out on the job get their first computer this year? </li></ul><ul><li>Or next? </li></ul>
    10. 10. Today ’s Smartphone has the storage capacity of a Y2K computer
    11. 11. What this means to B2B <ul><li>Businesses are experts on the widget they create </li></ul><ul><li>In crowded categories, they are also experts in the category </li></ul>
    12. 12. <ul><li>Businesses don ’t offer products. They offer SOLUTIONS </li></ul>
    13. 13. <ul><li>The sales promise is knowledge </li></ul><ul><li>In the sales process, it is important to communicate that there’s an understanding of how the widget fits into the process </li></ul><ul><li>And if someone hears the story and puts up their hand…. </li></ul>
    14. 14. <ul><li>They are handed over to a salesperson </li></ul><ul><li>Because every lead is meant to be closed </li></ul>
    15. 15. Every person is a lead <ul><li>And many of the tools we use in B2B are designed to attract leads through the solutions </li></ul><ul><li>Print ads in trade pubs. Direct mail. Logos on pens, tape measures or some other swag at Tradeshows. </li></ul>
    16. 16. <ul><li>But just because someone raises their hand doesn ’t mean they are a buyer. </li></ul>
    17. 17. <ul><li>And yet, we try to close them. </li></ul><ul><li>Even though many leads are never followed up. </li></ul>
    18. 18. <ul><li>Sales Reps can tell that the ‘lead’ isn’t looking to buy </li></ul><ul><li>Reps know the person just seeks knowledge, not a sales pitch </li></ul>
    19. 19. Business as expert <ul><li>Reps know the “lead” should be nurtured. </li></ul><ul><li>But they don’t get paid to nurture. </li></ul>
    20. 20. Business as expert <ul><li>With social media, it i s easier to share what you know… </li></ul>
    21. 25. <ul><li>Think about the path to purchase. </li></ul><ul><li>Instead of just thinking about making people aware, also think about engaging people. </li></ul><ul><li>Plot the tactics on the path to purchase, and then see which ones will work on awareness, engagement, and up-selling. </li></ul>
    22. 27. The path to purchase <ul><li>This means the organized creation of content. Not just content about you, but knowledge about your category that people need to know. </li></ul><ul><li>So at a Tradeshow, you ’ll invite people to come to the place where you share knowledge. </li></ul><ul><li>On your site, you ’ll build towards a community of people sharing knowledge. </li></ul><ul><li>Salespeople, e-mails, and other tactics will engage people on the path. </li></ul>