B-to-B Social Media – Really!<br />Paul Gillin (@pgillin)<br />Author, The New Influencers<br />Secrets of Social Media Ma...
Results <br />Objectives:  <br />Create awareness for new mainframe value proposition <br />Increase mainframe awareness w...
The New Media Landscape<br />Marathon schedule http://bit.ly/waCMc<br />I can't find my good black pants.<br />Shared brea...
Influence<br />Inversion<br />
How Is B2B Different?<br />Focus on Value<br />Group Decisions<br />Longer Buying Cycles<br />Many Moving Parts<br />Relat...
Experience Shapes Perception<br />IBM Market Research, 2008<br />
Assessing Influence<br />Tags<br />voip, telecom, telephony, AndyAbramson, WiFi, FMC, Fixed Mobile, Convergence, CallVanta...
Assessing Influence<br />
Influencer Relations<br />In B2C market, influencer relations successes include:<br /><ul><li> Molson Beer
 Toro Lawnmowers
Zarafina Tea
 PBS
 Parents magazine</li></ul>“Since 2002, this annual event has evolved into the cornerstone of SAP's influencer programs, n...
You Are The Media<br />
IT Pros Are Interactive<br />Source: Forrester Research<br />
Match Tools to Buying Stage<br />Source: TechTarget<br />
So Now the Fun Begins<br />
Open Up<br />"Your goal should be to have as many people as possible be public voices of the company. Scary? If you answer...
Case Study: Clickable Gurus<br />
Blogging for Business<br />Create Thought Leadership<br />
Blogging for Business<br />Showcase Talent<br />
Educate<br />
Advocate<br />
Have Some Fun!<br />OK Labs uses "social objects,"  or distinct icons, to create a memorable association. “It’s been a way...
Communities: 360° of Value<br />Needs Definition<br />Peer Support<br />Product lifecycle<br />Viral Marketing<br />Produc...
LinkedIn for Business<br />Active Groups…<br />…and a Distinctive Approach to Company Profiles<br />
The New Face of Media<br />Spiceworks Community<br />800,000 registered users<br />National user conference; multiple regi...
Element14<br />Document and information exchange for electronics engineers<br />Anyone can become a designated “expert” by...
Many Uses for Twitter<br />
Publish Everywhere<br />44 million members<br />32 million members<br />300 million members<br />1 billion daily views<br ...
Typical Multi-Platform Scenario<br />Corporate website<br />Feed Aggregator<br />Partner website<br />Email Newsletter<br />
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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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  • 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&apos;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&apos;t be there in person stay on target with the new information being shared, and create an unparalleled networking opportunity.&quot;
  • B to-b Social Media - Really!

    1. 1. B-to-B Social Media – Really!<br />Paul Gillin (@pgillin)<br />Author, The New Influencers<br />Secrets of Social Media Marketing<br />
    2. 2. Results <br />Objectives: <br />Create awareness for new mainframe value proposition <br />Increase mainframe awareness with college students <br />>250,000 views of first episode <br />Blog traffic increased 25x<br />Analyst, Press, Blogger coverage <br />Screened at Chief Sales Officer summit, Price Waterhouse sales trainingand other venues<br />
    3. 3. The New Media Landscape<br />Marathon schedule http://bit.ly/waCMc<br />I can't find my good black pants.<br />Shared bread pudding w/ @skydiver at Mother's. My life is now complete.<br />I'm at Palm Beach International Airport (PBI, West Palm Beach). http://4sq.com/4GeLz0<br />Best press photos of 2009 http://om.ly/fNhW<br />How to Write a 1 Minute Video Marketing Script http://ow.ly/17xJE<br />Comparing Top Chef Masters Restaurants #topchef http://is.gd/8q4hN<br />How To Get Well Prepared For The Website Creation. http://bit.ly/aTitVC<br />
    4. 4. Influence<br />Inversion<br />
    5. 5. How Is B2B Different?<br />Focus on Value<br />Group Decisions<br />Longer Buying Cycles<br />Many Moving Parts<br />Relationships are Key<br />Service & Support Matter<br />Channel Complexity<br />
    6. 6. Experience Shapes Perception<br />IBM Market Research, 2008<br />
    7. 7. Assessing Influence<br />Tags<br />voip, telecom, telephony, AndyAbramson, WiFi, FMC, Fixed Mobile, Convergence, CallVantage, Vonage, Skype, GizmoProject, SightSpeed, Video Conferencing, Web Conferencing, Mobivox, Truphone<br />
    8. 8. Assessing Influence<br />
    9. 9. Influencer Relations<br />In B2C market, influencer relations successes include:<br /><ul><li> Molson Beer
    10. 10. Toro Lawnmowers
    11. 11. Zarafina Tea
    12. 12. PBS
    13. 13. Parents magazine</li></ul>“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.”<br />
    14. 14. You Are The Media<br />
    15. 15.
    16. 16. IT Pros Are Interactive<br />Source: Forrester Research<br />
    17. 17. Match Tools to Buying Stage<br />Source: TechTarget<br />
    18. 18. So Now the Fun Begins<br />
    19. 19.
    20. 20. Open Up<br />"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." <br />Brian Kalma<br />Director of User Experience, Zappos<br />“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.”<br />--From The Authentic Enterprise: Relationships,<br /> Values And The Evolution Of Corporate Communications<br />Arthur W. Page Society, Dec., 2007<br />
    21. 21. Case Study: Clickable Gurus<br />
    22. 22. Blogging for Business<br />Create Thought Leadership<br />
    23. 23. Blogging for Business<br />Showcase Talent<br />
    24. 24. Educate<br />
    25. 25. Advocate<br />
    26. 26. Have Some Fun!<br />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 <br />
    27. 27. Communities: 360° of Value<br />Needs Definition<br />Peer Support<br />Product lifecycle<br />Viral Marketing<br />Product Architecture<br />Iterative Development<br />Field Testing<br />
    28. 28. LinkedIn for Business<br />Active Groups…<br />…and a Distinctive Approach to Company Profiles<br />
    29. 29. The New Face of Media<br />Spiceworks Community<br />800,000 registered users<br />National user conference; multiple regional conferences<br />Points system rewards participation without payments<br />“What’s always amazed me is how much people are willing to give back.”<br />Tabrez Syed, Director of Products, Spiceworks<br />
    30. 30. Element14<br />Document and information exchange for electronics engineers<br />Anyone can become a designated “expert” by delivering value<br />More than 10,000 documents contributed and indexed in first six months<br />
    31. 31. Many Uses for Twitter<br />
    32. 32. Publish Everywhere<br />44 million members<br />32 million members<br />300 million members<br />1 billion daily views<br />1 million daily visitors<br />6 million daily visitors<br />1.5 million daily visitors<br />10 million members<br />50 million members<br />
    33. 33. Typical Multi-Platform Scenario<br />Corporate website<br />Feed Aggregator<br />Partner website<br />Email Newsletter<br />
    34. 34. Reuse and Extend<br />Begins as a tweet<br />Becomes a blog entry<br />Feeds a podcast<br />Stokes a white paper<br />That gets tweeted!<br />
    35. 35. Sodexo Recruiters<br /><ul><li>Most of the company‘s 60 recruiters user Twitter and other social media to meet hiring demand.
    36. 36. Focus is on building relationships and enthusiasm among prospective employees
    37. 37. Traffic to careers site up 182% in last two years, job applications up 25%. Recruitment ad costs down $300K</li></ul>Principal Value<br />“The human touch is essential. People know there’s somebody behind the message and the photo.”<br />-Kerry Noone, Manager, Marketing Communications<br /><ul><li>Improved applicant quality
    38. 38. Image of Sodexo as progressive young company
    39. 39. Recruitment costs substantially reduced</li></li></ul><li>AskPatty’s Syndication Wizardry<br /><ul><li>Syndication partners include TwitterMoms, BlogHer, Parenthood.com, SheKnows
    40. 40. Articles automatically posted to bookmarking sites, multiple Facebook fan pages
    41. 41. Spokesperson for Rain-X Division of Shell Oil, Mobil1 division of Exxon/Mobil
    42. 42. Hired for 12-part video series on AutoNet TV </li></ul>Principal Value<br />“My inbox is overflowing every day with people who want speakers, partnerships, training and certifications.”<br />-Jody DeVere, CEO<br /><ul><li>10M quarterly impressions
    43. 43. 100-fold amplification of blog/Web content
    44. 44. CEO developing side business as automotive social media consultant</li></li></ul><li>Thank you!<br />Paul Gillin<br />508-656-0734<br />paul@gillin.com<br />www.gillin.com<br />Twitter: pgillin<br />Subscribe to my free weekly newsletter at gillin.com<br />Available on Amazon or at NewInfluencers.com <br />Available on Amazon or at SSMMbook.com<br />Coming late 2010: Social Marketing to the Business Customer<br />By Paul Gillin & Eric Schwartzman<br />

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