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CSRA Social Business Education
Series


How Social Business Is Changing
the Game in B2B: Sales,
Marketing, Human Resources,
Product Development and Others


2012 Roadshow

http://www.socialbusinessservices.biz/resources/
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 Services

05/05/2012                            Entire contents © 2006-2012 by Christopher S. Rollyson
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
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 business




05/05/2012                Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities                 4
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
                interviews




05/05/2012               Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities             5
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” virtually


05/05/2012                 Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities              6
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
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,
                  I'm 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 won't 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
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/resources




05/05/2012                Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities                 9
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
Copyrighted
 material




                              Social Business Services



              http://www.socialbusinessservices.biz/resources/



                        How to evolve sales and marketing




05/05/2012         Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities   11

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B2B Social Business Case Study Guide: Northof41 (Financial)

  • 1. CSRA Social Business Education Series How Social Business Is Changing the Game in B2B: Sales, Marketing, Human Resources, Product Development and Others 2012 Roadshow http://www.socialbusinessservices.biz/resources/
  • 2. 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 Services 05/05/2012 Entire contents © 2006-2012 by Christopher S. Rollyson
  • 3. 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
  • 4. 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 business 05/05/2012 Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities 4
  • 5. 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 interviews 05/05/2012 Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities 5
  • 6. 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” virtually 05/05/2012 Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities 6
  • 7. 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
  • 8. 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, I'm 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 won't 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
  • 9. 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/resources 05/05/2012 Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities 9
  • 10. 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
  • 11. Copyrighted material Social Business Services http://www.socialbusinessservices.biz/resources/ How to evolve sales and marketing 05/05/2012 Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities 11