15 social media tips and insights from 3 b2b marketing executives - the leave-behind for the panel I moderated at the MarketingProfs B2B Forum 2009.

1. what social media does for my business
practical tips for b2b marketers from b2b marketers
the marketers
Donna Tocci Ingersoll Rand | Monique Trulson Hello Direct | Aneta Hall Pitney Bowes
the conversation curator
Greg Verdino crayon | http://www.crayonville.com | http://www.gregverdino.com

2. what social media does for my business
it gives me new ways to market my products and services
“Social media is not about constantly pushing the same marketing message through every
available channel and hoping that 0.2 percent of your recipients will actually pay attention to
your ad. That’s traditional advertising. What you are hoping for is to energize social media
participants through conversational marketing. How?
For starters consider using social media to amplify your company’s philanthropic activities. Set up
social media channels with content about your initiative and make it easy for others to virally
spread it to others. I did not understand the power of social media viral spread until I become
involved in the “Holiday Mail for Heroes” initiative my company was sponsoring. Social media
outreach took the campaign to the next level and made me a true believer in the power of
word-of-mouth marketing.” Aneta Hall Pitney Bowes

3. what social media does for my business
it lets me discover, cultivate & activate brand enthusiasts
“There are people out there that like your brand, maybe even love your brand. By joining
conversations with them, getting to know them and sharing information with them, you will be
cultivating a true brand evangelist. If you go about this the right way, they will feel like part of your
“inner circle.” This person will share his or her positive feelings about your brand with their friends
both online and in the real world. They are also the people that will come to your quick defense
should an issue arise online” Donna Tocci Ingersoll Rand
“Social media allows businesses to both provide and build a community of product or service
evangelists – allowing employees access to social media and interact with buyers, sharing their
enthusiasm and belief in your product, helps develop a community of evangelists who will support
you going forward.” Monique Trulson Hello Direct
“Social media can help you identify and engage your brand ambassadors. These are folks who
are passionate about your brand and are not shy to talk about it using social media. You can find
them by continuously monitoring your branded keywords across all social media channels. Once
found, you should develop lasting relationships with these folks that are based on respect and
mutual admiration. Consider engaging them in your new product development, provide them
with a window into your company’s culture and continuously supply them with information so that
they may continue talking about your brand. Do not bribe them or in any way influence their
opinion. Their independence is what should work in this relationship.” Aneta Hall Pitney Bowes

4. what social media does for my business
it allows me to solve problems and deliver a better customer experience
“Mitigate crisis and manage brand reputations -- When you have an online presence there is a
forum for your brand to have a voice. Never is this more important than when something goes
wrong, or is perceived to go wrong. During a crisis, your customers, employees and partners need
additional reasons to trust in your brand. Already having an established online presence is crucial
to keeping the trust of your constituencies while getting out information quickly and effectively.
Do not under estimate the power of social media to help mitigate crisis and potential crisis
situations.” Donna Tocci Ingersoll Rand
“Allowing for folks to reach out with both good and bad, and using social media to help rectify
problems and answer questions, builds a large amount of trust in your brand. You’re not simply
showing the best testimonials, you’re not cherry picking the best reviews, you’re opening yourself
and your brand to both compliments and criticism and you’re responding to it, which builds trust
that you’re listening and eager to help when needed.” Monique Trulson Hello Direct
“You’ll find many of your existing customers who are having issues with your products or your
customer service and who are not afraid to use social media channels to let their voice be heard.
I see that all the time on Twitter and by monitoring my company’s branded keywords on
Technorati or through Google alerts. You can choose to ignore these folks or you can jump in to
help. Your participation in social media gives you a unique opportunity to reach out to these
customers through channels they might not expect to receive customer service through. Comcast
has done it through @comcastcares on Twitter and many other brands are following in their
footsteps including my employer. Remember though that once you decide to get involved, your
participation in social media will involve setting up processes at your company to help your team
stay responsive once your next project will take your attention elsewhere.” Aneta Hall Pitney
Bowes

5. what social media does for my business
it helps me connect with buyers, before and after the sale
“Connect with buyers much earlier in their purchasing decision making process. Positioning
people from your company as thought leaders online will connect your brand with buyers much
earlier in their decision process. Sharing useful, relevant information people can use in their jobs
will not only position your brand as a thought leader, but keep your brand name top of mind
when purchasing decisions are made.” Donna Tocci Ingersoll Rand
“Provide an outlet for your buyers to interact with the company and with other users of your
products. When folks like your product, they want to share their impressions and discuss, and
social media allows for a company to empower users by providing such outlets in quick, easy
formats.” Monique Trulson Hello Direct
it humanizes my corporation
“Allowing users to see the man behind the curtain personalizes your brand in the best possible
way – your brand becomes human, easier to connect with, more attractive to purchase from.”
Monique Trulson Hello Direct

6. what social media does for my business
it lets me learn from and collaborate with my customers
“Have you started monitoring social media for your branded keywords? How about your
competitor’s keywords? Add to it your branded product names, industries you play in and
verticals you are venturing into. Social media gives you an incredible opportunity to listen in on
conversations from your current customers and prospects (including your competitors’) who
openly discuss their needs, generate new product ideas and alert you of issues with your existing
products. You must take advantage of it by developing a plan for ongoing social media
monitoring. Once you have your monitoring data share it with a wider audience at your
company including your R&D group, your customer care department, your marketing and PR
folks and analyze in a way to take action.” Aneta Hall Pitney Bowes
“Using social media to collaborate with your customers can provide insight into features and
functionality your products or services may be missing, or generate new ideas for marketing. Your
end users know what they’re missing that would make your product work the best for them, and
they want to share their opinions – use social media to collaborate with them on this.” Monique
Trulson Hello Direct
it helps my company attract the best new employees
“Connect with future employees earlier than ever before -- The teenagers and young adults of
today are your managers and partners of tomorrow. They communicate with the world through
social media every day, all day. Statistics show that many of them expect to not only gather
information pertinent to them and their interests through digital means, but to have a personal
interaction with the companies that interest them.“ Donna Tocci Ingersoll Rand

7. what social media does for my business
it enables my company to collaborate better internally
“Don’t forget that social media is not limited to your customers and external stakeholders. Through
Enterprise 2.0 tools including wikis, blogs, instant messaging, internal social networks and
microblogging apps, social media can help improve your employee communications and help
them collaborate with one another regardless of office location, business unit association or
positioning on the corporate ladder. At my workplace we are exploring several social media
applications to help us share information in real time and be more productive which, in today’s
economic environment, is no longer an option, but a requirement.” Aneta Hall Pitney Bowes
“Create a less insular internal culture -- When employees engage with each other cross regions,
cross businesses and cross functions, they work more efficiently and creatively. Productivity will
actually increase, not decrease, when people form relationships throughout the company. “
Donna Tocci Ingersoll Rand