Social media is no longer just a fad or a niche. It is the primary activity on the internet
And everyone uses social media, most people every day and many people hundreds of times a day.
And this is just a true in a business context as it is for celebrity gossip or major news stories.
For business, perhaps the most important word to keep in mind when discussing social media is “Trust”.
The conversations on social media are so public and so transparent that the whole vocabulary and rules of engagement have shifted.
You have to be interesting. You have to be honest and open. You have to build relationships based on trust.
Social media has been around long enough and has become so important that there are thousands of research papers produced every month. This is just one example.
So to summarize – Social media is a fundamental shift in the way we communicate
For each company you will see, from top left and then clockwise: websites, LinkedIn pages, Twitter feed YouTube channel and, if it exists, a Facebook page.
SlideShare is great place to stock and organize your PowerPoint presentations. Easy to share, integrate into webpages and into LinkedIn. It is now a LinkedIn application. LinkedIn paid 120 million dollars for it in 2012.
Pinterest is an image sharing application. People commonly share the images with a very brief comment. Needs to have outstanding images to work well. The most interesting account have thousands of followers
Flipboard was originally an app designed for iPads and other tablets. It is a great way to view content from major news channels or Twitter feed. Images are again a key point to attract readers.
Now viewable on any web browser. We have created our own online magazine sourcing articles from across the web and highlighting articles about our successes and achievements.
This micro website from GE presents helicopter and drone flyover views of interesting installations. The video content also appears on their YouTube channel.
Visitors can vote to decide where they want the helicopter to visit for the next film.
LinkedIn is becoming THE social media fro business and in some cases is already overtaking the standard corporate website as the place to go to get news, or job offers about a company that interests you.
Like most social media LinkedIn is now starting to make a lot of money by getting subscribers to pay to get their latest updates seen in a variety of locations within various members' information feeds.
The target group can be finely adjusted through a variety of filters: level of seniority, language spoken, business sector, job title, current or past employers, location (down to specific cities), and many more.
A blogging tool that goes into more depth than Twitter, incorporating long texts, images and video. A with LinkedIn, tools such as Tumblr give much greater visibility to content. Content that just sits on a corporate website is much less likely to be found. This is even more the case with videos which HAVE to be on YouTube. It is owned by Google, videos on YouTube always sit at the top of Google video searches.
#LivingCircular is now behind all new Veolia websites. It is designed as a sharing tool incorporating long posts, videos, slideshows and tweets. It is the Veolia sharing platform covering topics around the themes of sustainability and the circular economy. It is linked to Veolia’s Vine account – presenting short 6-second animations for sharing.
We need to pass our knowledge and information onto others fro them to be enthused and to recommend Veolia to others.
But we also need to go beyond this and investigate a more direct social selling approach.
Those CEOs who are now using socialmedia see the potential.
I fthey say it helps build relatinships
Social media for Business to Business - Examples and recommendations
SOCIAL MEDIA IN A
Examples and recommendations
Social media is everywhere
If Facebook were a country, it
would have twice the U.S.
Social Media has overtaken porn
as the #1 Web activity
Over Facebook 1 billion users
92% of children in the US have a
The most retweeted tweet
During the Academy Awards, host Ellen DeGeneres pulled
together Oscar winners, nominees and other celebrities
to take a “selfie.” She challenged viewers to make it the
most shared tweet of all time. It didn’t take long for that
Within hours, the tweet had eclipsed the previous record
holder, a tweet sent by Barack Obama’s account after he
won re-election in 2012. The Oscar selfie has been
retweeted more than 3.3 million times – more than four
times as many as the Election Night tweet.
After the Academy Awards, the WSJ published a story
revealing that while the “selfie” felt spontaneous, it
wasn’t completely unplanned. Sources said Samsung, a
sponsor, had negotiated to have its Galaxy smartphone
integrated into the show.
The World Cup was the biggest sports
story of 2014 on both Twitter and
Twitter users sent 618,725 tweets per
minute when Germany defeated Argentina
to win the championship – the largest
peak Twitter measured this year.
This celebratory tweet was sent by
German player Lukas Podolski.
Social media means business
• Every second 2 new members join LinkedIn
• 53% of people on Twitter recommend products in their tweets
• 93% of marketers use social media for business
• A majority of UK businesses (64%) are using social media as a marketing
– for brand awareness (83%),
– to encourage social sharing (56%)
– to gain trust and followers (55%).
Social media is a serious business
Social media provides
opportunities for B2B
organizations to identify leads, to
increase brand awareness, to
sustain and develop relationships,
to enter new markets and to
innovate products and business
Quotes from the marketing world
• “We don’t have a choice on whether we DO social media, the
question is how well we DO it.”
• “We will no longer search for products and services, they will
find us via social media.”
• “Social Media isn’t a fad, it’s a fundamental shift in the way
What do you think are the major differences between this business to
business approach and the mainstream social media examples we saw
For GE, social media success isn’t measured in sales, but rather in awareness and affinity.
The challenge GE faces is making primarily-B2B products and services, such as jet engines
and big data sensors, relatable to consumers.
By championing science and innovation in general, the brand is able to change their public
perception from “makers of appliances” to “thought-leaders in advanced technology.”
GE’s social media objectives are to improve GE's relevancy and humanize the brand through
positive consumer engagement.
The brand’s strategy is to create engaging content each day, feature innovative user-
generated campaigns each month, and experiment with exciting new emerging platforms
Feedback from GE
From "Lessons in Science" on Facebook to "Badass Machines" on Pinterest, GE combines
lightweight science and technology-related content with stimulating visuals to stand out
from the crowd.
To celebrate the world’s first 3D Printing Day and own social media conversation around 3D
printing, GE assembled a team of 10 influencers from a variety of industries and paired them
with CAD artists to design a suite of 3D-printed holiday gifts.
GE was one of the first brands to share content on Vine, launching just one day after the
platform was made available to the public.
GE was also one of the exclusive launch partners for Tapestry, creating an interactive
slideshow that took users through blueprints showing how GE jet engines work.
The brand partnered with the popular mobile game Dots to introduce a new game mode to
support GE’s #GravityDay campaign.
Feedback from GE
CMO Beth Comstock
”We get 30 percent extra value for every dollar spent.”
"I think social media has played a big part because it makes us relevant in a lot
of new ways,”
“The business strategy has had more focus, and social media has helped
"Make big data small and have fun with it,"
"Sometimes you might want to connect with 4 million people. But sometimes
maybe you really only want 4,000...or 400. It's about getting it right with the
Some quotes from interviews with GE
What else we can learn from these
• People prefer to connect with other people to find
information, share experiences and form social bonds
• Currently brands are concentrating not on sales, but on
awareness and building an image of trustworthiness and
• These brands need to engage and interest people beyond the
B2B target group
What changes are coming?
• B2B Brands need to move on from image building to develop
“social CRM” and “social selling”
– LinkedIn has enormous potential for this
• Companies need to quantify the ROI of social media
– GE says it gets 30% better returns through “content marketing”
• Brands need to become thought-leaders in their sectors
DEVELOP YOUR SOCIAL MEDIA PLAN FOR YOUR COMPANY
Planning B2B social media
Understand your brand positioning. Know where the brand sits to know in which
environment it is most comfortable and credible.
Decide on the best platform for your business. Let your business strategies and
goals guide your decision. The platform must be aligned with the brand strategies.
Identify your objectives. Decide what you intend to accomplish with each social
media platform. Having a presence on a platform because “everyone is on it” is not
a good reason.
Create your plan. Set realistic plans and expectations.
Monitor your results. Identify the most meaningful metrics to track.
Evaluate at the end of each month and make the necessary adjustments in your
plan to bring you closer to your goals.