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B2B social media presentation

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

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
  • Transcript

    • 1. Social media and B2B
    • 2. Source: http://thisisindexed.com
    • 3. Social networks for business
    • 4. A business Twitter account
    • 5.
      • What is a social network?
    • 6.
      • For an individual, the value is in the community
      • For a brand, the value is in harnessing the community
    • 7. B2B social media
      • How is social networking different for B2B?
    • 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. The smart phone
      • Will some people out on the job get their first computer this year?
      • Or next?
    • 10. Today ’s Smartphone has the storage capacity of a Y2K computer
    • 11. What this means to B2B
      • Businesses are experts on the widget they create
      • In crowded categories, they are also experts in the category
    • 12.
      • Businesses don ’t offer products. They offer SOLUTIONS
    • 13.
      • The sales promise is knowledge
      • In the sales process, it is important to communicate that there’s an understanding of how the widget fits into the process
      • And if someone hears the story and puts up their hand….
    • 14.
      • They are handed over to a salesperson
      • Because every lead is meant to be closed
    • 15. Every person is a lead
      • And many of the tools we use in B2B are designed to attract leads through the solutions
      • Print ads in trade pubs. Direct mail. Logos on pens, tape measures or some other swag at Tradeshows.
    • 16.
      • But just because someone raises their hand doesn ’t mean they are a buyer.
    • 17.
      • And yet, we try to close them.
      • Even though many leads are never followed up.
    • 18.
      • Sales Reps can tell that the ‘lead’ isn’t looking to buy
      • Reps know the person just seeks knowledge, not a sales pitch
    • 19. Business as expert
      • Reps know the “lead” should be nurtured.
      • But they don’t get paid to nurture.
    • 20. Business as expert
      • With social media, it i s easier to share what you know…
    • 21.  
    • 22.  
    • 23.  
    • 24.  
    • 25.
      • Think about the path to purchase.
      • Instead of just thinking about making people aware, also think about engaging people.
      • Plot the tactics on the path to purchase, and then see which ones will work on awareness, engagement, and up-selling.
    • 26.  
    • 27. The path to purchase
      • This means the organized creation of content. Not just content about you, but knowledge about your category that people need to know.
      • So at a Tradeshow, you ’ll invite people to come to the place where you share knowledge.
      • On your site, you ’ll build towards a community of people sharing knowledge.
      • Salespeople, e-mails, and other tactics will engage people on the path.

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