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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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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

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