B to-b Social Media - Really!
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Conventional wisdom says that social media isn’t appropriate for B-to-B marketing. Conventional wisdom is wrong. Across the corporate landscape, businesses ranging from banks to high-tech firms to plumbing supplies are successfully applying social media tools to connect with customers, channel partners, and suppliers. And as they grow more confident with the tools, they’re experimenting with sophisticated applications like social networks and customer co-creation. B-to-B social media marketing isn’t just about blogs any more. Learn what the innovators are doing. From NewComm Forum, April 22, 2010.
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B to-b Social Media - Really!
- 1. B-to-B Social Media – Really! Paul Gillin (@pgillin) Author, The New Influencers Secrets of Social Media Marketing
- 2. Results Objectives: Create awareness for new mainframe value proposition Increase mainframe awareness with college students >250,000 views of first episode Blog traffic increased 25x Analyst, Press, Blogger coverage Screened at Chief Sales Officer summit, Price Waterhouse sales trainingand other venues
- 3. The New Media Landscape Marathon schedule http://bit.ly/waCMc I can't find my good black pants. Shared bread pudding w/ @skydiver at Mother's. My life is now complete. I'm at Palm Beach International Airport (PBI, West Palm Beach). http://4sq.com/4GeLz0 Best press photos of 2009 http://om.ly/fNhW How to Write a 1 Minute Video Marketing Script http://ow.ly/17xJE Comparing Top Chef Masters Restaurants #topchef http://is.gd/8q4hN How To Get Well Prepared For The Website Creation. http://bit.ly/aTitVC
- 5. How Is B2B Different? Focus on Value Group Decisions Longer Buying Cycles Many Moving Parts Relationships are Key Service & Support Matter Channel Complexity
- 6. Experience Shapes Perception IBM Market Research, 2008
- 7. Assessing Influence Tags voip, telecom, telephony, AndyAbramson, WiFi, FMC, Fixed Mobile, Convergence, CallVantage, Vonage, Skype, GizmoProject, SightSpeed, Video Conferencing, Web Conferencing, Mobivox, Truphone
- 10. Toro Lawnmowers
- 11. Zarafina Tea
- 12. PBS
- 13. Parents magazine“Since 2002, this annual event has evolved into the cornerstone of SAP's influencer programs, now serving as a key event to validate SAP's transformational market strategy.”
- 14. You Are The Media
- 16. IT Pros Are Interactive Source: Forrester Research
- 17. Match Tools to Buying Stage Source: TechTarget
- 18. So Now the Fun Begins
- 20. Open Up "Your goal should be to have as many people as possible be public voices of the company. Scary? If you answered yes, you don't have the right people." Brian Kalma Director of User Experience, Zappos “It is the responsibility of corporate communications to support each employee’s capability and desire to be an honest, knowledgeable ambassador to customers, friends, shareowners and public officials.” --From The Authentic Enterprise: Relationships, Values And The Evolution Of Corporate Communications Arthur W. Page Society, Dec., 2007
- 21. Case Study: Clickable Gurus
- 22. Blogging for Business Create Thought Leadership
- 23. Blogging for Business Showcase Talent
- 24. Educate
- 25. Advocate
- 26. Have Some Fun! OK Labs uses "social objects," or distinct icons, to create a memorable association. “It’s been a way for people to feel that they know the company before doing business with the company,” says Marti Konstant, VP of marketing
- 27. Communities: 360° of Value Needs Definition Peer Support Product lifecycle Viral Marketing Product Architecture Iterative Development Field Testing
- 28. LinkedIn for Business Active Groups… …and a Distinctive Approach to Company Profiles
- 29. The New Face of Media Spiceworks Community 800,000 registered users National user conference; multiple regional conferences Points system rewards participation without payments “What’s always amazed me is how much people are willing to give back.” Tabrez Syed, Director of Products, Spiceworks
- 30. Element14 Document and information exchange for electronics engineers Anyone can become a designated “expert” by delivering value More than 10,000 documents contributed and indexed in first six months
- 31. Many Uses for Twitter
- 32. Publish Everywhere 44 million members 32 million members 300 million members 1 billion daily views 1 million daily visitors 6 million daily visitors 1.5 million daily visitors 10 million members 50 million members
- 33. Typical Multi-Platform Scenario Corporate website Feed Aggregator Partner website Email Newsletter
- 34. Reuse and Extend Begins as a tweet Becomes a blog entry Feeds a podcast Stokes a white paper That gets tweeted!
- 36. Focus is on building relationships and enthusiasm among prospective employees
- 38. Image of Sodexo as progressive young company
- 40. Articles automatically posted to bookmarking sites, multiple Facebook fan pages
- 41. Spokesperson for Rain-X Division of Shell Oil, Mobil1 division of Exxon/Mobil
- 43. 100-fold amplification of blog/Web content
Editor's Notes
- By committing to the program for one year, the Insiders agreed to: Participate in Intel-focused events throughout the year for education purposesProvide feedback on Intel’s social media activities so that Intel could develop best practicesIn return, the Insiders would receive special “inside” access to Intel embargoed news, executive dialogues, exclusive events and visibility on Intel social web properties. We continuously engaged them with the brand by publicly disclosing that we were seeding them the latest Intel-powered devices on the market, consulting them for advice and feedback prior to most major online community engagements, and integrating them into Intel campaigns.
- The Gurus are the cornerstone of Clickable’s marketing strategy. Clickable charged the Gurus with patrolling online search-marketing communities like Google AdWords, WebMasterWorld, and Microsoft adCenter. In addition, the Gurus submitted a weekly cutting-edge lesson to the Official Clickable Blog, and answered customer questions in Clickable Forums. After a year of service and evangelism, the Gurus have made a measurable impact on Clickable’s bottom line: The program drove a 400% increase in new monthly ad spend on the Clickable Platform versus the previous year. This is significant because Clickable’s business model is to charge 5% of total spend managed. The company’s board of directors has committed to indefinite investment and continuation of the program.
- UNLEASH 2009, the Mediasite User Conference: Energizing Users On-site and Online By Sonic FoundryA campaign to increase conference attendance in the midst of the worst economic crisis since the Great Depression, coupled with a proliferation of travel bans, budget constraints and an all-out assault on corporate meetings. Not to mention a flat marketing budget. Why care about conference attendance at a time like this? Because we're in an emerging market and our customers are clamoring to hear from each other (and us) to make them more efficient/productive/knowledgeable. This award submission outlines the campaign Sonic Foundry built based on a heavy rotation of online video, customer testimonials, webcasting and – for the first time – social media.The campaign resulted in a 15% increase in conference attendees, and virtual conference attendees, even though it was the first year we offered this option, made up 10% of overall attendance. Bringing these people together – physically and through online video, social media and webcasting – resulted in a more than 10-fold conference ROI in just 4 months, based solely on opportunities that were created and closed after the conference ended. As one attendee put it, “This is, by far, the most productive conference for connecting with other users and discovering new ways to take our Mediasite program to the next level. Reaching out to the web 2.0 community will foster even more fantastic dialogue because it will be open the conference to a wider audience. With the state of the economy, the virtual pass will allow our peers who can't be there in person stay on target with the new information being shared, and create an unparalleled networking opportunity."