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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

B2B social media presentation B2B social media presentation Presentation Transcript

  • Social media and B2B
  • Source: http://thisisindexed.com
  • Social networks for business
  • A business Twitter account
    • What is a social network?
    • For an individual, the value is in the community
    • For a brand, the value is in harnessing the community
  • B2B social media
    • How is social networking different for B2B?
  • 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
  • The smart phone
    • Will some people out on the job get their first computer this year?
    • Or next?
  • Today ’s Smartphone has the storage capacity of a Y2K computer
  • What this means to B2B
    • Businesses are experts on the widget they create
    • In crowded categories, they are also experts in the category
    • Businesses don ’t offer products. They offer SOLUTIONS
    • 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….
    • They are handed over to a salesperson
    • Because every lead is meant to be closed
  • 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.
    • But just because someone raises their hand doesn ’t mean they are a buyer.
    • And yet, we try to close them.
    • Even though many leads are never followed up.
    • Sales Reps can tell that the ‘lead’ isn’t looking to buy
    • Reps know the person just seeks knowledge, not a sales pitch
  • Business as expert
    • Reps know the “lead” should be nurtured.
    • But they don’t get paid to nurture.
  • Business as expert
    • With social media, it i s easier to share what you know…
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    • 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.
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  • 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.