B2B and Social Media Jon Gatrell VP, Product Marketing & Strategy Inovis @spatially

Who, What and Why? the market brands Buyers customers BLOGS everyone employees analyst influencers everyone products people relationships competitors

In a WORD Community

What is community, besides a buzzword?

People are using all types of social networks to self-publish, share, connect, reconnect and establish an array of communities. This is happening in both professionally and personally .* *David Armano If Facebook were a country—it would be the 6/7th largest country in the world .

Social, Web 2.0 tactics seen as “new thing” “ Of the following interactive marketing tactics, which ones are you using or piloting?” Base: 189 B2B marketers Source: Forrester’s Q1 2008 B2B Online Social Computing Survey Email newsletters Webinars and/or teleconferencing Microsites, landing pages, or personal URLs Online display ads (static or dynamic) Rich media demonstrations/apps Video marketing (brand, product, or testimonial RSS feeds Blogs Podcasts Online communities or forums Social Networks (e.g., LinkedIn, Facebook) Virtual tradeshows or conference Contextual or behavioral targeting of ads Customer (or partner) contributed content 86% 2% 75% 8% 72% 11% 66% 4% 60% 10% 39% 10% 33% 13% 31% 17% 29% 12% 28% 15% 25% 17% 23% 10% 21% 10% 19% 6% Using Piloting

B2B Uses Thought Leadership Lead Generation Communication Knowledge Management Service

Thought Leadership

Lead Generation

Communication

Knowledge Management

Service

Define YOUR Objectives, Know the metrics B2B Social Objectives Functional Alignment Success metrics LISTENING Research Customer insight Improved segmentation Reduced pain; alignment of offering with need TALKING Marketing, education Changes in reach, impressions, brand awareness Increased share of voice Higher quality of responses to offers ENERGIZING Sales Increased velocity of messages in market Increased recommendation, promotion, advocacy Higher trust, brand trust perception SPREADING Professional services Faster deployments at new customers Existing customers create new business capacity SUPPORTING Customer service, technical support Reduced support costs Higher customer satisfaction Less churn EMBRACING Development, Product Marketing Deliver products faster to market Increased loyalty, increased advocacy

Customer insight

Improved segmentation

Reduced pain; alignment of offering with need

Changes in reach, impressions, brand awareness

Increased share of voice

Higher quality of responses to offers

Increased velocity of messages in market

Increased recommendation, promotion, advocacy

Higher trust, brand trust perception

Faster deployments at new customers

Existing customers create new business capacity

Reduced support costs

Higher customer satisfaction

Less churn

Deliver products faster to market

Increased loyalty, increased advocacy

Social media isn’t about the strategy so much as it is about being part of the medium, the tactics. Prior to social media, marketing was far more a spectator sport. But, with the outside-in brand reality emerging , the traditional investment in marketing programs and measurements just isn’t going to work. The Social Marketing Construct: Evolving Brands and Emerging Realities

Do nothing is NOT option

GO ALL IN!

Encourage Employees

Corporate Blogs

Thinking New: Supply Chains? Social Network Platforms Business Community Platforms

jon gatrell @spatially CONVERSATION STARTS HERE