B 2 B And Social Media

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A quick presentation for a public relations class at Marquette University on March 10, 2008

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B 2 B And Social Media

  1. 1. B-2-B and Social Media Bill Finn Finn Digital
  2. 2. Who is this guy?
  3. 3. What is B2B Marketing Communications? <ul><li>Support the marketer’s sales effort </li></ul><ul><li>Improve company profitability. </li></ul><ul><li>More complex than B2C marketing </li></ul><ul><ul><li>longer sales cycle </li></ul></ul><ul><ul><li>multiple decision makers </li></ul></ul><ul><li>Tactics </li></ul><ul><ul><li>advertising </li></ul></ul><ul><ul><li>public relations </li></ul></ul><ul><ul><li>direct mail </li></ul></ul><ul><ul><li>trade show support </li></ul></ul><ul><ul><li>sales collateral </li></ul></ul><ul><ul><li>Branding </li></ul></ul><ul><ul><li>Interactive services such as website design and search engine optimization </li></ul></ul>
  4. 4. Social Media: Wisdom of Crowds <ul><li>Collaborative information connection: </li></ul><ul><li>Internet forums </li></ul><ul><li>message boards </li></ul><ul><li>Weblogs </li></ul><ul><li>Wikis </li></ul><ul><li>Podcasts </li></ul><ul><li>blogs </li></ul><ul><li>Picture sharing </li></ul><ul><li>vlogs </li></ul><ul><li>email </li></ul><ul><li>instant messaging </li></ul><ul><li>music-sharing </li></ul><ul><li>group creation </li></ul><ul><li>Examples: </li></ul><ul><li>Google (reference, social networking) </li></ul><ul><li>Wikipedia (reference) </li></ul><ul><li>MySpace (social networking) </li></ul><ul><li>Facebook (social networking) </li></ul><ul><li>Last.fm (personal music) </li></ul><ul><li>YouTube (social networking and video sharing) </li></ul><ul><li>Second Life (virtual reality) </li></ul><ul><li>Flickr (photo sharing) </li></ul>
  5. 5. It’s About Conversation <ul><li>Talking and Listening </li></ul><ul><li>Multiple Points of View </li></ul><ul><li>Active Participation </li></ul><ul><li>Stimulation (ideas, debate, expansion) </li></ul><ul><li>Support </li></ul><ul><li>Kinds of conversations? </li></ul><ul><li>What kind of feelings do we get from conversations? </li></ul>
  6. 6. Making the Business Case <ul><li>Expect huge online growth </li></ul><ul><li>Marketing budgets increasing this year for 62% of marketers, of whom 79% said they planned to boost their online spending. </li></ul><ul><li>In a tough economy, online media provides measurability (so do events and direct marketing) </li></ul><ul><li>Source:B2B Media Business, March 7, 2008 </li></ul>
  7. 7. Convincing the Client <ul><li>What is the business need? </li></ul><ul><li>Speed-to-market </li></ul><ul><li>Ease-of-use </li></ul><ul><li>Monetization </li></ul><ul><li>Like It or Dump It </li></ul><ul><li>Support with blended marketing strategy </li></ul>
  8. 8. The Old School. It Works. <ul><li>Definition of need </li></ul><ul><li>Target audience </li></ul><ul><li>What do you want to accomplish? </li></ul><ul><ul><li>measurable business objectives </li></ul></ul><ul><li>Outline a strategy </li></ul><ul><li>Layout the tools </li></ul><ul><li>Release early and often. Measure. Repeat. </li></ul>
  9. 9. Additional Considerations <ul><li>Do we want to be a part of a conversation? </li></ul><ul><li>Do we really want honest customer feedback? </li></ul><ul><li>Two snapshot cases </li></ul>
  10. 10. The Pros Of The Cons (Read “Chuck Taylors”) <ul><li>http://au.youtube.com/watch?v=006vM79ylRw&feature=related </li></ul><ul><li>http://au.youtube.com/watch?v=G_c9FN1HQGU&NR=1 </li></ul><ul><li>Converse is tapped in to their culture </li></ul><ul><li>It inspires and engenders cultural enhancement from product line through set marketing collateral </li></ul>
  11. 11. The GM Dilemma <ul><li>http://www.youtube.com/watch?v=7n5p62Ah_jA&NR=1 </li></ul><ul><li>http://www.youtube.com/watch?v=nXuwwDuzlNY&NR=1 </li></ul><ul><li>http://www.youtube.com/watch?v=foR3sfWu5IQ&feature=related </li></ul><ul><li>User-generated content works only if it fits the product </li></ul><ul><li>Or does it? </li></ul>
  12. 12. What I Haven’t Seen Yet <ul><li>The surveys are great, but… </li></ul><ul><li>The tools are all there, but… </li></ul><ul><li>I know I need SEO, but… </li></ul><ul><li>HOW? </li></ul>
  13. 13. Integrated Social Media Strategy <ul><li>harness bleeding-edge deliverables </li></ul><ul><li>repurpose vertical users </li></ul><ul><li>transition cross-media content </li></ul><ul><li>maximize virtual infomediaries </li></ul><ul><li>exploit robust synergies </li></ul><ul><li>monetize cross-platform channels </li></ul>
  14. 14. actually…
  15. 15. The Old School. It Works. <ul><li>Definition of need </li></ul><ul><li>Target audience </li></ul><ul><li>What do you want to accomplish? </li></ul><ul><ul><li>measurable business objectives </li></ul></ul><ul><li>Outline a strategy </li></ul><ul><li>Layout the tools </li></ul><ul><li>Release early and often. Measure. Repeat. </li></ul>
  16. 16. Mortgage Company <ul><li>Largest in the Midwest </li></ul><ul><li>Tough economic market </li></ul><ul><li>Need to communicate sales opportunities, best practices and wins to the company-wide sales team </li></ul><ul><li>Need to have a more personal “voice” </li></ul>
  17. 17. Boiler Manufacturer <ul><li>Global </li></ul><ul><li>Strong after-market parts business </li></ul><ul><li>Strong training effort, internal and external </li></ul><ul><li>Service technician culture </li></ul><ul><li>How can this company harness social media? </li></ul>
  18. 18. Lawn Mower/Engine Manufacturer <ul><li>Aging traditional demographic </li></ul><ul><li>Need to target young homeowners (24-39) </li></ul><ul><li>Cable program, how-to mentality </li></ul><ul><li>Internet natives </li></ul><ul><li>How can this company harness social media? </li></ul>
  19. 19. Build a Community <ul><li>Have a vision and a voice </li></ul><ul><li>You get what you give </li></ul><ul><li>You’ve got to have a reason to give </li></ul><ul><li>Build a business strategy </li></ul><ul><li>Use tools that do the job </li></ul><ul><ul><li>http://affiliate.kickapps.com/kickapps/user/displayUserLoginPage.kickAction?as =20830 </li></ul></ul><ul><ul><li>Blogger.com </li></ul></ul>
  20. 20. Corporate Responsibility <ul><li>Have someone dedicated to adding, changing the site content  </li></ul><ul><li>Need to grow with the “collaboration”, users won’t come back to stale information </li></ul>
  21. 21. Let’s Make One Up! <ul><li>Business-to-business </li></ul><ul><li>Need </li></ul><ul><li>Audience </li></ul><ul><li>Goals </li></ul><ul><li>Strategy </li></ul><ul><li>Tools </li></ul>
  22. 22. Resources <ul><li>http://googleblog.blogspot.com/2008/02/be-part-of-super-tuesday-action.html </li></ul><ul><li>Mashable.com </li></ul><ul><li>http://www.toprankblog.com/2006/08/resources-for-new-media-and-social-media-pr/ </li></ul><ul><li>Twitter </li></ul><ul><li>Del.icio.us </li></ul>
  23. 23. Questions <ul><li>Bill Finn </li></ul><ul><li>[email_address] </li></ul><ul><li>414-383-5080 </li></ul>

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