How B2B Networks Generate Demand Through Continuous Engagement
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This document discusses how businesses can use social networks to generate demand through continuous engagement. It recommends that businesses 1) create expert content in social channels to build connections, 2) comment and respond to build strong links in a POV sales network, and 3) amplify content through news feed networks to generate SEO value. The goal is to build weak and strong social links to increase the reach of a business' point of view through engagement and find opportunities in event and industry networks.
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How B2B Networks Generate Demand Through Continuous Engagement
- 1. Hello I‟m Andrew Walker from @Tweetminster www.tweetminster.co.uk
- 3. 2009 “I‟m not on Twitter because telling people what I had for dinner last night or when I‟m having a bath is irrelevant” 2012
- 4. Technology affects behaviour& will impact B2B sooner or later
- 5. Business has to move away from funnel processes
- 7. Multi-touch is an audience multiplier Social media campaigns Media & bloggers Work Contacts Client network Industry network Event networks Their friends, followers & networks
- 8. Funnel processes create inertia Copywriting/ Marketing Comms team Real time Really long time Legal team
- 9. POV acquisition in theB2Bsector Build better B2B networks & generate demand through „continuous engagement‟
- 10. How information disperses through social networks
- 11. 1. Create expert content in the right channels for business
- 12. Did you know 80% of Tweets are ‘neutral’? (i.e. makes no opinionated comment) 27% of all Tweets post a link to a news article of some sort. Basically, become a neutral news feed to build connections on Twitter and Google +
- 13. 2. Comment and respond to build ‘strong’ links that will build your POV sales network
- 14. 3. Amplify your signals through news feed networks to generate SEO value from your content
- 15. 4. Build a network of weak links to increase your POV reach through social engagement
- 16. 5. Use data insight to develop a POV sales strategy, define your targets & measure your ROE
- 17. Weak links = marketing Strong links = prospects Create a POV profile Amplify &engage Find influencers Find the event network B2B network CRM & leads
- 18. 20 years ago these things were financially unrelated…
- 19. Our relationship with birthday cakes has made phones into cameras
- 20. The fact everyone is walking around with a live camera has turned us into the news media
- 21. Now they are interdependent in a multi-billion dollar economy
Editor's Notes
- Newspapers crashing due to impact of phonesSocial lives define the features we require in phonesRecording our daily lives shapes the value & focus of journalismWould have been considered nonsense 15 years agoNow it’s worth $24 bn+?????
- Newspapers crashing due to impact of phonesSocial lives define the features we require in phonesRecording our daily lives shapes the value & focus of journalismWould have been considered nonsense 15 years agoNow it’s worth $24 bn+?????
- Newspapers crashing due to impact of phonesSocial lives define the features we require in phonesRecording our daily lives shapes the value & focus of journalismWould have been considered nonsense 15 years agoNow it’s worth $24 bn+?????
- Newspapers crashing due to impact of phonesSocial lives define the features we require in phonesRecording our daily lives shapes the value & focus of journalismWould have been considered nonsense 15 years agoNow it’s worth $24 bn+?????