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B2B Social Media


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Social Media is often considered as not an effective marketing tool in business-to-business markets. However, most of your b2b partners are using social media for private or business reasons. This presentation gives you some insights and examples how to use Social Media in a B2B driven market.

Author: Eva Hukshorn, EFactor

Published in: Business, Technology
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B2B Social Media

  1. 1. B2B Social MediaUsing Social media in a B2B driven market3 March 2011, Utrecht the NetherlandsAuthor: Eva Hukshorn
  2. 2. Introduction 2
  3. 3. 3
  4. 4. 4
  5. 5. 5
  6. 6. EFactor: from B2B to Social Community  Founders started OHM Inc. in 2004: Business Development for Fortune 2000  Serving (mainly) technology companies around the globe  Goal: assist emerging technology companies in selling their product to Corporates  In 2007 they wrote a book: The N-Factor –  How efficient networking can change the dynamics of your business –  Huge success: no theory, but hands-on tips & tricks  Result: EFactor - a social platform for entrepreneurs –  Strategic business networking impacts impacts the future of your business –  Goal: share knowledge, increase sales, decrease costs, find capital EFACTOR, THE GREATEST ENTREPRENEURIAL EXPERIENCE ON EARTH An online community offering you a network, knowledge, events, and every business tool you need to succeed 6
  7. 7. B2B Social Media in the Energy Industry 7
  8. 8. What makes media social? Wikepedia: Social Media: describes the online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each otherBroadcasting Interaction 8
  9. 9. Social media = social community?  Social community is just one of the tools for making broadcasting social  A community: shared interests  Again: It is all about creating interaction: –  Blogs, wikis, event planning & promotion, wikepdia, multimedia sharing, forum, panels...   No one-size-fits-all strategy –  Subjective campaign –  Willingness & need customer 9
  10. 10. Marketing possibilities evolved quickly...  Marketing evolved: –  ‘80s: Fewer ads >> more people >> undivided attention –  ‘10s: More ads >> less people >> less attention  Product proliferation and availability => Choice  Media proliferation => Continuous & Fragmented  Access proliferation => Everywhere 10
  11. 11. ...but the consumer too  Interruption marketing is no longer accepted  Audience is participating instead of receivingSolution:  GET THEM INVOLVED 11
  12. 12. How to implement social media  Build target community  Create individual connections  Create engagement >> Like  Use feedback >> Listen  Solve their problems  Show credentials / quality through discussions  Participate in industry groups as well as your client  Pose questions to create involvement  Create thought-leadership  Real power in viral marketing >> SEO & traffic 12
  13. 13. So why is this relevant for B2B?  Advertising does not work  Niche audience  Budget constraints  Smart marketing  Feedback  Measurable  Recruiting  Investor relations / PR  Crisis management  Traffic  Employee relations / company culture 13
  14. 14. But even more important Everyone related to your business is a soldier of your brand, make sure they fight the right battle 14
  15. 15. Case study 15
  16. 16. Communities 16
  17. 17. Time consuming, so what does it bring?  Increase your visibility"  Improve your connectability"  Improve your Google PageRank"  Enhance your search engine results"  Perform blind, and company reference checks"  Increase the relevancy of your potential hiring search"  Gauge the health of a company"  Gauge the health of an industry"  Track startups"  Ask for advice and solve problems" 17
  18. 18. Wikipedia 18
  19. 19. Twitter 19
  20. 20. Post yourself on a frequent basis 20
  21. 21. Decide on comment policy 21
  22. 22. Decide on comment policy 22
  23. 23. Relate to other (social) media 23
  24. 24. Tell them how you work, your credentials 24
  25. 25. The power of video 25
  26. 26. ...and possible results 26
  27. 27. Success of Cisco 27
  28. 28. And remember, be consistent 28