The Story So Far


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Presentation at B2B Marketing social media conference in London on March 4, 2009.

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  • Copyright 2009 Neville Hobson. Some rights reserved.
  • The Story So Far

    1. 1. Neville Hobson, ABC March 4, 2009 Social Media and B2B
    2. 2. <ul><li>The emergence of a new digital information commons </li></ul><ul><li>The reality of a global economy </li></ul><ul><li>The appearance and empowerment of myriad new stakeholders </li></ul>Source: “The Authentic Enterprise,” Arthur W. Page Society.
    3. 3. vs
    4. 5. <ul><li>They don’t trust company-speak </li></ul><ul><li>They fast-forward their PVRs through the interruptions </li></ul><ul><li>They pull content that interests them </li></ul><ul><li>They create their own content, original and mashups </li></ul><ul><li>They pay close attention to (and are influenced by) word of mouth </li></ul>Consumers, citizens and employees have changed.
    5. 7. <ul><li>The social structure in which technology puts power in the hands of individuals and communities instead of institutions </li></ul>
    6. 10. <ul><li>Channels have fragmented </li></ul><ul><li>Sources of trust have shifted </li></ul><ul><li>Social media have arrived </li></ul><ul><li>The consumer is in control (kind of) </li></ul><ul><li>Content creation and distribution have been democratized </li></ul><ul><li>Imperatives: </li></ul><ul><li>You must reach the new influencers </li></ul><ul><li>Transparency is essential </li></ul><ul><li>Engage in the conversation or fail to communicate </li></ul>
    7. 15. <ul><li>P ublic R elations </li></ul><ul><li>becomes </li></ul><ul><li>P ersonal R elationships </li></ul><ul><li>“ One person at a time”: It can be done! </li></ul>
    8. 16. <ul><li>It’s about: </li></ul><ul><ul><li>who they are </li></ul></ul><ul><ul><li>niches </li></ul></ul><ul><ul><li>reaching out to small groups </li></ul></ul><ul><ul><li>It’s not about : </li></ul></ul><ul><ul><ul><li>how many they are (the numbers) </li></ul></ul></ul><ul><ul><ul><li>where they are </li></ul></ul></ul>
    9. 17. <ul><li>Get to know the influencer </li></ul><ul><ul><li>Read </li></ul></ul><ul><ul><li>Listen </li></ul></ul><ul><ul><li>Watch </li></ul></ul><ul><li>Engage in conversations </li></ul><ul><ul><li>with utter transparency </li></ul></ul><ul><li>Reach out </li></ul><ul><ul><li>in ways that suit the influencer </li></ul></ul><ul><ul><li>individual approach not mass email </li></ul></ul>
    10. 18. <ul><li>Listen </li></ul><ul><li>Learn </li></ul><ul><li>Engage </li></ul>
    11. 20. <ul><li>Find out the scale and scope of what people are saying about you out on the edge </li></ul><ul><ul><li>Determine your starting point </li></ul></ul><ul><ul><li>Understand what to pay attention to, and what not to </li></ul></ul><ul><ul><li>Take a strategic view </li></ul></ul><ul><ul><li>Experiment </li></ul></ul>
    12. 21. <ul><li>Join the conversation </li></ul><ul><li>Become a credible voice for your organization / help your client become one </li></ul><ul><li>Become highly relevant in your own organization </li></ul><ul><li>Become highly relevant to all your stakeholders </li></ul><ul><ul><li>The 4 Ts: Transparent, Timely, Truthful, Trusted </li></ul></ul>
    13. 22. The social media stuff is probably the most important we do today, from a marketing stand point. The other elements of the marketing mix have sort of become more and more transactional and more and more tactical in nature. Social media stuff is much more strategic… Use social media to power the fundamentals of the business. That’s what we’re focused on.
    14. 23. Phone: +44 7824 33 7000 Twitter: Blog: Podcast: Skype: nevonskype Email: [email_address] Thank You!
    15. 24. Copyright applies to this document - some rights reserved. This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 3.0 License. Details: