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CSRA Social Business EducationSeriesHow Social Business Is Changingthe Game in B2B: Sales,Marketing, Human Resources,Product Development and Others2012 Roadshowhttp://www.socialbusinessservices.biz/resources/

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Enterprise Social Business Strategy & Execution Christopher S. Rollyson and Associates Plan | Learn | Scale | Integrate | Manage Social Business Disruption of B2B Sales and Marketing Rare 2012 Opportunities Part2: B2B Case Studies Manufacturing | Healthcare | Supply Chain | Financial Services05/05/2012 Entire contents © 2006-2012 by Christopher S. Rollyson

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Copyrighted material Financial Services Case Study Background North of 41 is a virtual accelerator that facilitates •Virtual accelerator for connections among Canada-based technology Canadian start-ups startups, government, and hightech investors around • Attracts global investors the world. This case is a perfect example of • Taps into government creating synergy between support social business and physical events.05/05/2012 Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities 3

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Copyrighted material Synergy Between Events, Video • Attracted diverse Stakeholders to St u d y Gu i de conferences • Immortalized relationships & key messages So c ia l by video interviewing people onsite • Drove awareness with LinkedIn, Twitter Business & blog Highlights • Flipped event/social business equation: – Most firms use social business to promote events – Northof41 used events as sets for video and social business05/05/2012 Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities 4

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Copyrighted material Created Global Footprint “Overnight” • Social business leverage and focus St u d y Gu i de quickly established Northof41 • Laser focused on stakeholders, not itself Lessons • Followed stakeholder-centric content strategy in all platforms Learned • Standardized social business templates to coordinate decentralized team • Leveraged physical events 10-fold; booth prop for dozens of video interviews05/05/2012 Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities 5

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Copyrighted material 10x Boost in Event ROI • Events have high engagement—but little St u d y Gu i de leverage or longevity • Combine events’ high engagement with Insights longevity and leverage by using social business to digitize events • Critical success factors: – Use strategy to align effort with business goals and determine message and themes around which to engage attendees – Learn how to select and interact with the appropriate attendees, so you get honest, uncontrived and valuable videos – Maximize ROI by engaging non-attendees to help them engage by “being there” virtually05/05/2012 Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities 6

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Copyrighted material Engage Channel with LinkedIn, Twitter • Most events producers use social business as a promotional tool because their focus is on physical events, which have high St u d y Gu i de engagement but little leverage or longevity. • Northof41 attracted technology firms and venture capitalists to their own events at high visibility conferences, but they immortalized key messages and had fun by producing dozens of video interviews Detail1 onsite. [Everyone loves to look smart on video] • Moreover, they boosted excitement with their blog, LinkedIn, Twitter and Facebook, rapidly building a global online community around their stakeholders. • Northof41 spent very little cash to create a global following within a year of launch due to the massive leverage of social business. Although Northof41 only held two physical events, its online presence and laser focus on stakeholders quickly established it as a major player. • In addition, Northof41 created an infrastructure of templates and procedures. These made it easy for a distributed team to remain on message and spark relevant interactions in social venues.05/05/2012 Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities 7

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Copyrighted material Engage Channel with LinkedIn, Twitter • Most exciting: Northof41 increased the impact of physical events an estimated ten-fold through video interviewing stakeholders, whom St u d y Gu i de they immortalized online. • Northof41 shows the immense potential of events + social business for B2B marketers who get the concept and act on it. With social business, they can combine events unsurpassed engagement with Detail2 digital longevity and leverage, which is truly revolutionary. Having managed numerous sophisticated events programs over the years, Im extremely excited about this. • Also keep in mind that these pioneers stories show emergent good practices that will be table stakes within 3 to 5 years in most industries. Social business wont be an option: like the Internet, everyone will have to adopt, and the proactive firms that start earlier will compound the benefits. • Another big takeaway for me is when you interact online with very defined audiences, those interactions are very effective at driving trust and relationship among people who are interacting *and* the 10-fold larger crowd that is observing. This is the social business leverage that will define leaders.05/05/2012 Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities 8

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Copyrighted material Social Business Powerful in B2B2C • Watch the video St u d y Gu i de – http://youtu.be/_meMKL_oOts • Case study home page Mo re – http://tinyurl.com/sbscasenorthof41 – Podcast (audio only) (L i n ks ) – Other B2B case studies – More insight into business drivers – Action steps • Catch the whole series – http://www.socialbusinessservices.biz/resources05/05/2012 Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities 9

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Copyrighted material CSRA Social Business Education Series How Social Business Is Changing the Game in B2B: Sales, Marketing, Human Resources, Product Christopher S. Rollyson Development and Others Managing Director CSRA chris@rollyson.net +1.312.925.1549 http://about.me/csrollyson http://rollyson.net/consulting Part1: The Dynamics of Change Part2: B2B Sales & Marketing Case Studies Resources Part3: Action Steps: Evolving Sales & Marketing 2012 Roadshow http://www.socialbusinessservices.biz/resources/05/05/2012 Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities 10

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Copyrighted material Social Business Services http://www.socialbusinessservices.biz/resources/ How to evolve sales and marketing05/05/2012 Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities 11