B2B Marketing Excellence Social Media Overview


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A top line view of how social media is changing the business-to-business and business-to-government (B2B and B2G) marketing landscape, including examples. For me, visit http://bit.ly/aaBsmN

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  • Is there a better way to display the graphics. The presentation of the logos feels dated.
  • B2B Marketing Excellence uses a proprietary brand strategy framework called an Asset Brand : A multimedia, social, evolving and consistent identity for your company Vision and values-based, an expression of the corporate DNA That is… Aligned with the corporate business strategy Capable of engendering loyalty and enthusiasm Alive through the actions of your employees, how you look, and what you say It is not unusual to associate a brand with the logo. The logo is designed to trigger a brand reaction , but especially in the age of social multimedia, the brand is so much more than the logo, it’s the audience’s thoughts and feelings when they experience all your company produces. Rarely do we hear people talk about a company’s logo. They will identify the logo, but more importantly, their opinion of your company is based on the thoughts and feelings they have based on the experiences they have had with your company. The combined impact of these experiences define who you are in their minds. The experience is what gets talked about long after the newness of the logo and visual identity wears off . Where as the visual elements help them recall that experience.
  • Our capabilities our extensive. Our pool of talent is broad and our experience is deep which ensures that our clients receive services from an A+ team of highly skilled professionals.
  • B2B Marketing Excellence Social Media Overview

    1. 1. B2B Social Media The Core of Your Dynamic Brand Identity Capabilities Overview March, 2010 www.B2BMarketingExcellence.com
    2. 2. Social Media Overview <ul><li>What is Social Media? </li></ul><ul><ul><li>New communications channels including “friend” and “share” functions </li></ul></ul><ul><ul><li>New form of web application that integrates social content and connectivity </li></ul></ul><ul><li>Isn’t it all just a consumer fad? </li></ul><ul><ul><li>Social technology is maturing on consumer networks. </li></ul></ul><ul><ul><li>By 2014, social technology will be embedded in e-commerce and all content management platforms. (Forrester Research) </li></ul></ul><ul><ul><li>Most web applications are expected to include social features. </li></ul></ul>In the next five years, “ social networks” will become a feature of the Internet.
    3. 3. B2B Social Media What does it look like? <ul><li>External </li></ul><ul><ul><li>Networking </li></ul></ul><ul><ul><li>Publicity </li></ul></ul><ul><ul><li>Customer care </li></ul></ul><ul><ul><li>Recruiting </li></ul></ul><ul><ul><li>Market research/unstructured data and sentiment analysis </li></ul></ul><ul><li>Internal </li></ul><ul><ul><li>Planning </li></ul></ul><ul><ul><li>Knowledge management </li></ul></ul><ul><ul><li>Product development/testing </li></ul></ul><ul><ul><li>Customer project collaboration </li></ul></ul>Social Intranets Business is still about relationships and relationships are social. Social CRM “ Business technology buyers exceed all previous benchmarks for social participation (including consumers).” ~ Forrester “ By 2014, social networking services will replace e-mail as the primary vehicle for interpersonal communications for 20 percent of business users.” ~ Gartner
    4. 4. B2B Examples <ul><li>Media: Federal Computer Week </li></ul><ul><ul><li>11 blogs </li></ul></ul><ul><ul><li>42 RSS Feeds </li></ul></ul><ul><li>Government: </li></ul><ul><ul><li>intellipedia (CIA Wiki) </li></ul></ul><ul><ul><li>CIO Blogs (multiple agencies) </li></ul></ul><ul><li>Bearingpoint: Mike 2.0 </li></ul><ul><ul><li>Open source framework </li></ul></ul><ul><ul><li>Enterprise Information Architecture </li></ul></ul><ul><ul><li>Wiki Technology Platform </li></ul></ul><ul><li>IBM </li></ul><ul><ul><li>Partner Collaboration </li></ul></ul><ul><ul><li>Over 100,000 partner participants </li></ul></ul>
    5. 5. Social and Mobile are the Future <ul><li>As GPS and video become standard smartphone features, location-based, social, video web applications will replace web surfing for many people. </li></ul>In the US, mobile social networkers will total 56.2 million by 2013, accounting for 45% of the mobile Internet user population. ~eMarketer
    6. 6. B2B Dynamic Brand Identity Asset Brand SM Model <ul><li>Customer Experience </li></ul><ul><li>Employee Experience </li></ul><ul><li>Stakeholder Advocates </li></ul><ul><li>Customer Feedback </li></ul><ul><li>Corporate Strategy </li></ul><ul><li>Vision, Mission and Values </li></ul><ul><li>Goals and Objectives </li></ul><ul><li>Performance Measures </li></ul><ul><li>Visual Look </li></ul><ul><li>Verbal Messaging </li></ul><ul><li>Multi-Media Feel </li></ul><ul><li>Social Character </li></ul><ul><li>Logo </li></ul>STRATEGY POSITIONING EXPERIENCE IDENTITY <ul><li>Market Category </li></ul><ul><li>Target Markets </li></ul><ul><li>Differentiators </li></ul><ul><li>Competitive Advantages </li></ul>As the internet becomes social, so does your brand.
    7. 7. Risk Management <ul><li>Fact: More unstructured and electronic communication between employees, customers, media and influencers creates potential risk. </li></ul><ul><li>Fact: Social capabilities are becoming embedded in virtually every piece of information technology we use on secure and public networks. The risk is unavoidable. </li></ul><ul><li>Risk Mitigation Strategies </li></ul><ul><ul><li>Policies </li></ul></ul><ul><ul><li>Training </li></ul></ul><ul><ul><li>Planning, Management & Monitoring </li></ul></ul>
    8. 8. B2B Social Media Planning Focus on your audiences <ul><li>Internal (Social Intranets) </li></ul><ul><li>Employee engagement </li></ul><ul><li>Knowledge Sharing </li></ul><ul><li>Project Collaboration </li></ul><ul><li>Dynamic Brand Demonstration </li></ul><ul><ul><li>Dynamic points messaging training </li></ul></ul><ul><li>External </li></ul><ul><ul><li>Publicity and thought leadership </li></ul></ul><ul><ul><li>Customer collaboration </li></ul></ul><ul><ul><li>Business Development Networking </li></ul></ul><ul><ul><li>Market Research </li></ul></ul><ul><ul><li>Product Development </li></ul></ul>
    9. 9. Meet the Principals <ul><li>Marybeth Fraser and Dana Theus </li></ul><ul><ul><li>B2B and B2G Marketing Executives </li></ul></ul><ul><ul><ul><li>Twenty-plus years in the industry </li></ul></ul></ul><ul><ul><ul><li>Fortune 500 and startup companies, associations, and nonprofits </li></ul></ul></ul><ul><ul><ul><li>High tech, government contractors, and software </li></ul></ul></ul><ul><ul><ul><li>Industry awards and recognition </li></ul></ul></ul><ul><ul><li>Executive Strategic Marketing Consultants </li></ul></ul><ul><ul><ul><li>Marketing, branding, integrated strategic communications </li></ul></ul></ul><ul><ul><ul><li>Business strategy and social media </li></ul></ul></ul><ul><ul><ul><li>Corporate strategies </li></ul></ul></ul><ul><ul><ul><li>Product marketing and launches </li></ul></ul></ul><ul><ul><ul><li>Website planning and development </li></ul></ul></ul><ul><ul><ul><li>Proposal messaging, evaluations, and reviews </li></ul></ul></ul>
    10. 10. B2B Marketing Excellence Consulting Services <ul><li>Executive Marketing </li></ul><ul><li>Corporate Strategy </li></ul><ul><li>Marketing Strategy </li></ul><ul><li>Product Strategy </li></ul><ul><li>Partnership Strategy and Negotiation </li></ul><ul><li>Product Launch Planning </li></ul><ul><li>Executive Tools and Methodologies </li></ul><ul><li>Strategic Planning </li></ul><ul><li>Brand Governance </li></ul><ul><li>Executive Facilitation </li></ul><ul><li>Brand Strategy Template </li></ul><ul><li>Collateral Map </li></ul><ul><li>Positioning Template </li></ul><ul><li>Creative Brief </li></ul><ul><li>Messaging Hierarchy </li></ul><ul><li>Brand Architecture </li></ul><ul><li>Metrics </li></ul><ul><li>Branding </li></ul><ul><li>Asset Brand SM Program </li></ul><ul><li>Brand Advisory Services </li></ul><ul><li>Brand Strength Assessment </li></ul><ul><li>Brand Strategy  </li></ul><ul><li>Strategic Brand Platform </li></ul><ul><ul><li>Visual </li></ul></ul><ul><ul><li>Verbal </li></ul></ul><ul><ul><li>Experience </li></ul></ul><ul><li>Go-To-Market Strategy </li></ul><ul><li>Positioning </li></ul><ul><li>Messaging  </li></ul><ul><li>Brand Hierarchy </li></ul><ul><li>Product Branding </li></ul><ul><li>Integrated Communications </li></ul><ul><li>Strategic Communications </li></ul><ul><li>Integrated Communications Plans </li></ul><ul><li>Social Media/Web 2.0 Strategies </li></ul><ul><li>Web Site Planning and Management </li></ul><ul><li>Collateral Planning and Management </li></ul><ul><li>Messaging and Positioning </li></ul><ul><li>Proposal Support </li></ul>
    11. 11. Contact Us For a custom proposal <ul><li>Marybeth Fraser </li></ul><ul><li>[email_address] </li></ul><ul><li>703-798-1803 </li></ul><ul><li>Dana Theus </li></ul><ul><li>[email_address] </li></ul><ul><li>703-236-5000 </li></ul>www.B2BMarketingExcellence.com