B2B social media presentation

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…

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.

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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B2B social media presentation

by Matt Hames on Sep 12, 2011

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B2B social media presentation — Presentation Transcript