Never.Ever.Come to me with the excuse that it‟sdifficult for B2B organizations to domarketing or advertising and to makeuse of social media or conversations.Most things that are normal for B2B, areskills B2C is struggling to implement.
“Twitter is another way for us to engage with our customers, its becoming very critical for us,” said Jeffrey Hayzlett, CMO of Eastman Kodak Co. Hayzlett himself is an active Twitter user (@jeffreyhayzlett), as is his marketing team, including Kodaks b2b group (@kodakdigprint). “What b2b marketers, in particular, miss is that these conversations are going on without them. Just type in your company name on Twitter search and youll be blown away— there are going to be comments about your company and issues being discussed you werent even aware of.”Business to business is about relationship and personalcontact.So says Kodak.
Business to business is about superb products/expertise.About acts, not ads.
Over-the-top-delivery Makes negative conversations Over-delivery Makes positive conversations Expectation Delivery Gives no reason to talk Under-delivery Makes negative conversationsBusiness to business is about managing expectations.About under-promise, over-deliver.
Business to business buyers are on social media.Shown by research by Forrester.
Business to business isn’t on social media.We tried to make a scan of the industry and competitors. Efforts are scattered,unprofessional and not about conversations. We are in a wasteland.
Texas Instruments.We tried to make a scan of the industry and competitors. Efforts are scattered,unprofessional and not about conversations. We are in a wasteland.
Dell Healthcare.We tried to make a scan of the industry and competitors. Efforts are scattered,unprofessional and not about conversations. We are in a wasteland.
Dell Healthcare on Twitter.We tried to make a scan of the industry and competitors. Efforts are scattered,unprofessional and not about conversations. We are in a wasteland.
Philips healthcare on YouTube.We tried to make a scan of the industry and competitors. Efforts are scattered,unprofessional and not about conversations. We are in a wasteland.
Philips 21:9 Carousel: really show people what it‟s about
Learning 1: No centralmanagementMany companies have cluttered (local)initiatives that are not centrallymanaged.Result = no synchronization, no vision,no goals.
Learning 2: Modus inertia.Most accounts are inactive, without anyconversation going on. Being present is afirst step, but we have to engage as soonas possible.
Learning 3: Broadcasting, nodialogue.The active accounts are often justbroadcasting messages in push-style.Social media is about people andconversations, not about promotions andads.
Learning 4: No activation.Most accounts have very littleconnections. People need to be aware ofyour presence. Show links to socialmedia channels in all touchpoints(website, newsletter, offlinecommunication,...)
Learning 5: Static content.Lot‟s of websites show pictures,video‟s,...unfortuntaly they cannot beshared. Everything we show, must beshareable. If we use video, let‟s think inYouTube, Vimeo,...For pictures we canuse Flickr. If we build presentations, let‟sthink in Slideshare, if we offer PDF‟s weuse Sribd,...
Learning 6: Too rational.Most companies just share rationalinformation. We need to go beyond factsand figures. People identify with humansand emotions... And don‟t forget: gobeyond text. Think photo, slides,video,...What do you like most?
So, what is this presentationabout? What’s happening withconversations and social media?(and you might recognize some thingsyou are already doing).
1) From customer acquisition to customer retention tocustomer advocacy.KLM went the extra mile with their KLM Surprise campaign.
2) From remarkable talks to remarkable acts.Volkswagen did a campaign to actually change people‟s behavior.
3) From monetary value to conversation value.Penguin Books recognizes influentials.
4) From technical to emotional benefits.Actimel featured is technical benefits, which made it vulnerable towards negativeclaims.
5) From product to service.Delivering happiness at Zappos.
6) From communication to company culture.Measuring your advocacy by the number of people hat wears your tattoos.
7) From communication to employee advocacy.A great website by the way.
8) From not getting distracted by technology, but using it.Wakoopa once was a geek tool, now a very promising marketing research tool.
So, this presentation isn’t somuch about advertising, socialmedia or marketing, but aboutrelationships and commonsense.About how applying common sense takesyou halfway to success.
Consumer Journey General overviewLet’s have a look at how consumers in a B2B environment make their decisions Pre-purchase Help them choose Legitimise decision making Loyalty loop Have loyalty benefits Treat them based on sales Start Orientation Purchase Post-purchase Deliver Polle de Maagt (@polledemaagt) for InSites Consulting, based on McKinsey‟s Consumer Decision Journey
Consumer Journey ConversationsIf you translate this based on conversation value, you will get a nuanced view. Pre-purchase Be there Neutralize doubts Have conversation proof Loyalty loop Solve problems Activate to share Co-create Start Treat them based on conversation value Purchase Make it work Orientation Over-deliver Be shareable Post-purchase Over-deliver Solve problems Activate to share Co-create Polle de Maagt (@polledemaagt) for InSites Consulting, based on McKinsey‟s Consumer Decision Journey
That makes four main uses forsocial media and conversations:1) Solve the problems of your clients2) Activate your buyers3) Have a sales process worth sharing4) Be there before the sales