Strategic Perspectiveson Social Media in B2B          Prof.dr. Henry Robben  Nyenrode Business Universiteit & Vision2B
Hi, I’m Henry Robben.I take care of my three sons, read whatever isavailable, enjoy first-person shooter games,cycle as muc...
henryrobbenHenry Robben+31 6 26 556 572henry.robben@gmail.comhenryrobben.com
A Strategic Inductive-Deductive Approachto (Social) Media From a Customer Perspective.http://www.youtube.com/watch?v=zhgCD...
Bewhere the customer is. When they need you to be there. Know what to bring...And the customer today is Sophie. She is the...
Offering         Where is customerSophie    value created?                                                     Image      ...
Customers’ Outlook on Differentiating Advantage        (The CODA-model): Generic reasons to buy                           ...
Customer Process                                                                         Sophie      Inductive       Decis...
Customer Process                                                                             Sophie       Inductive       ...
marketing andmessages work in    segments
Offering   What message                             do we offer?                  Customer                   Process      ...
http://www.youtube.com/watch?v=heSudg-tfIk
Customer Process                                                                         Sophie      Inductive      DEduct...
Social media are a two-way system that has              its own rules...                         DEC                      ...
Basically, it’s a decision on what, where, and         when...    WWW
Please enjoy the rest of     the seminar!  Prof.dr. Henry Robben    Nyenrode Business Universiteit             Vision2B
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Share strategic perspectives on b2 b social media

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The presentation I gave at #b2bgs "B2B Goes Social", Nyenrode Business Universiteit, April 12, 2012.

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Share strategic perspectives on b2 b social media

  1. 1. Strategic Perspectiveson Social Media in B2B Prof.dr. Henry Robben Nyenrode Business Universiteit & Vision2B
  2. 2. Hi, I’m Henry Robben.I take care of my three sons, read whatever isavailable, enjoy first-person shooter games,cycle as much as I can, and cheer for Oranje,the Dutch national soccer team.I am a Professor of Marketing at NyenrodeBusiness Universiteit and a founding partnerat Vision2B.For a living, I catalyze strategic marketingprocesses to help individuals and companiesrealize their ambitions.I have turned my passion into my job, that iswhy I’m here with you today. Combining myacademic work with practice is a ‘conditiosine qua non’ for me.
  3. 3. henryrobbenHenry Robben+31 6 26 556 572henry.robben@gmail.comhenryrobben.com
  4. 4. A Strategic Inductive-Deductive Approachto (Social) Media From a Customer Perspective.http://www.youtube.com/watch?v=zhgCDLmMuqI
  5. 5. Bewhere the customer is. When they need you to be there. Know what to bring...And the customer today is Sophie. She is the CEO of a travel agency.
  6. 6. Offering Where is customerSophie value created? Image Customer Facing Customer Price Process Back Office Resource Resource Resource Resource Resource Resource
  7. 7. Customers’ Outlook on Differentiating Advantage (The CODA-model): Generic reasons to buy Offering• Offering The core functional product or service your company offers• Image The beliefs, images, ideas or impressions the market holds about your company and/or the products you offer Image• Customer Process The company/customer- interaction process, as perceived by the customer, by means of which your company identifies, builds and maintains relationships with its customers and delivers its offering• Price Customer The financial and non-financial costs your customers Price make in order to own or consume your products/services Process Figure 2.8 CODA : Customers Outlook on Differentiating Advantages
  8. 8. Customer Process Sophie Inductive Decision Process Direct Indirect Influencers (Online  and  offline,  social  and   (Business  Networks,  etc.) (Bloggers,  Events,  Instructors,  etc.) individual,  etc.) Analogue  /  Digital  Channels  used  by  Brands Social (e)Paper (e)Magazines Broadcas<ng Adapted from Figure 2.3 Way-to-Client Architecture
  9. 9. Customer Process Sophie Inductive decision process Direct  Subscrip<ons   Indirect  Referrals Influencers (Facebook,  TwiKer,  Forums,  etc.) (Likes,  ReTweets,  Shares,  etc.) (Bloggers,  Events,  Instructors,  etc.) Social  Media  used  by  Brands Offering  /  Message    1 Offering  /  Message  2 Offering  /  Message  3 Offering  /  Message  4 Adapted from Figure 2.3 Way-to-Client Architecture
  10. 10. marketing andmessages work in segments
  11. 11. Offering What message do we offer? Customer Process Image Price Phase in the decision process Social Pre- Purchase & Implementation Transaction Delivery & Service Broadcasting Traditional Offlineinteraction Which channel do we use? Free after Figure 2.1 Defining the Media-to-Customer Strategy
  12. 12. http://www.youtube.com/watch?v=heSudg-tfIk
  13. 13. Customer Process Sophie Inductive DEductive decision Decision Process process Direct Indirect Influencers (Online  and  offline,  social  and   (Business  Networks,  etc.) (Bloggers,  Events,  Instructors,  etc.) individual,  etc.) Analogue  /  Digital  Channels  used  by  Brands Social (e)Paper (e)Magazines Broadcas<ng Adapted from Figure 2.3 Way-to-Client Architecture
  14. 14. Social media are a two-way system that has its own rules... DEC 14
  15. 15. Basically, it’s a decision on what, where, and when... WWW
  16. 16. Please enjoy the rest of the seminar! Prof.dr. Henry Robben Nyenrode Business Universiteit Vision2B

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