B2B Applications of Social Media

2,423 views

Published on

Session delivered ay Podcamp Boston 5 on Sept. 26, 2010. You can also download my B2B podcasts at http://bit.ly/9mKZgC or order my book on B2B applications of social media at http://bit.ly/aQgEZZ.

2 Comments
2 Likes
Statistics
Notes
  • I was lucky to attend this session. Good stuff! Can't wait for the book to come out.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • I think this is useful but you have underplayed the complexity of the BtoC market. Talk to any women about shopping in the Fashion market and it doesn't fit to most of the drivers here. Think of a person buying a good TV and again you are looking at research as well coming into play as well as peer referal and word of mouth marketing - hence the reason many brands are investing in this. Some BtoB can be instant or easy to buy e.g. insurance. The lines are not as simple as this although a good framework to get people thinking about the differences.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total views
2,423
On SlideShare
0
From Embeds
0
Number of Embeds
237
Actions
Shares
0
Downloads
26
Comments
2
Likes
2
Embeds 0
No embeds

No notes for slide

B2B Applications of Social Media

  1. 1. B2B Applications of Social Media #PCB5 @ericschwartzman Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons. Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0
  2. 2. B2B Social Marketing is Different @ericschwartzman
  3. 3. Building the Business Case @ericschwartzman
  4. 4. Position Social Media as Extending Existing Efforts Listorious shows over 200 USA Today reporters, 243 New York Times reporters and more than 100 Wall Street Journal reporters on Twitter. @ericschwartzman
  5. 5. Align Strategy with Corporate Culture • Channel • Satisfy audit social media trails through PR Strict Regulatory Management Oversight Oversight Exploratory Embraces and Curious Change • Implement social media • Get at ROI policy & training of social media @ericschwartzman
  6. 6. Channel Through PR: Blog Source: Monsanto Blog
  7. 7. Channel Through PR: Blog @ericschwartzman
  8. 8. Channel Through PR: Blog Source: Monsanto Blog @ericschwartzman
  9. 9. Channel Through PR: Case Study @ericschwartzman
  10. 10. Satisfy Audit Trails Internally @ericschwartzman
  11. 11. Satisfy Audit Trails Externally @ericschwartzman
  12. 12. Implement Governance center edges world @ericschwartzman
  13. 13. Building a Stakeholder Coalition Dept. Risk Opportunity HR Existing policy violations; Goodwill with work force; policing recruiting IT Information security; Reduce network and data loss desktop support requests Legal Copyright, free speech, Better corp. oversight; libel and audit trails tighter controls Marketing Aggravate brand fracture Enable market to self- educate Customer Service Perceived productivity Reduce call center loss demand PR Negligible Unfiltered communications PA Negligible ID opposition points IR Selective disclosure Better shareholder communications @ericschwartzman
  14. 14. Get into the ROI @ericschwartzman
  15. 15. Get into the ROI @ericschwartzman
  16. 16. Facebook Measurement: SiteCatalyst @ericschwartzman
  17. 17. Facebook Measurement: SiteCatalyst @ericschwartzman
  18. 18. Applications: Engagement Offerings Source: Jamie Beckland, White Horse
  19. 19. Applications: Public B2B Social Networking
  20. 20. Applications: Public B2B Social Networking
  21. 21. Applications: Public B2B Biz Dev @ericschwartzman
  22. 22. Applications: Branded B2B Social Networks About the SAP Community Network @ericschwartzman
  23. 23. Value of Social Networks to B2Bs • Promote peer-to-peer communications • Conduct edgework • Improve product performance • Educate customers, partners and employees • Shorten sales cycles • Respond faster to change • Lower COGS @ericschwartzman
  24. 24. B2B Social Networking: Strategic Decisions • Edgework: Activating Communuities – Tap influencers – Internal vs. External Influencers – Diversity • Public vs. Private Social Networks – Is the topic seen as a competitive differentiator? – Anonymous socnets get more comment spam. – Will the discussion be forward looking? – Will the discussion involve regulatory matters? @ericschwartzman
  25. 25. B2B Social Networking: Strategic Decisions (cont’d) • Policy Guidelines – Are your guidelines practical and reasonable? – Is your policy tailored to sophistication of your potential community members? • Branded vs. Unbranded – Addressable market and potential community size? – Cost, staffing, legal and process – Working through associations or industry consortiums @ericschwartzman
  26. 26. What Makes a Good Community Manager? • Knowledgeable • Positive • Supportive • Tolerant @ericschwartzman
  27. 27. Get My Podcast @ontherecord facebook.com/ontherecordonline on the record…online on Itunes @ericschwartzman
  28. 28. Get My Book PRE ORDER AT Amazon :: Barnes & Noble :: Borders
  29. 29. Get in Touch (310) 455-4000 Phone eric[at]ericschwartzman[dot]com Email ericschwartzman.com Website @ericschwartzman Twitter facebook.com/ericschwartzman Facebook linkedin.com/in/schwartzman Linkedin slideshare.net/ericschwartzman slideshare Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons. Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0

×