Social media -the business relationship approach
•Download as PPTX, PDF•
0 likes•228 views
An beginners guide to B2B social media
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to Social media -the business relationship approach
Similar to Social media -the business relationship approach (20)
Recently uploaded
Recently uploaded (20)
Social media -the business relationship approach
- 1. Social Media The Business Relationship Approach: 1
- 2. › incitemarketing.ca 3/20/2014 2 Agenda Social Media- The Relationship Approach 1. Original communication 2. Technological advances 3. Core functions 4. Barriers 5. Paradigm shift 6. Act!
- 3. › incitemarketing.ca 3/20/2014 3 Original communication In-person or via hand written letter
- 4. › incitemarketing.ca 3/20/2014 4 Technology The printing press
- 5. › incitemarketing.ca 3/20/2014 5 Technology The Telephone
- 6. › incitemarketing.ca 3/20/2014 6 Technology Email
- 7. › incitemarketing.ca 3/20/2014 7 Technology Social Media
- 8. › incitemarketing.ca 3/20/2014 8 Core Functions • Connect! • Share our views and experiences • Thought leadership • Relationships and networking • Business development Similarities
- 9. › incitemarketing.ca 3/20/2014 9 Business Communication • Ask questions to gain understanding • Say something important! • Build relationships • Be authentic, engaging and genuine What is important
- 10. › incitemarketing.ca 3/20/2014 10 Social Media What is getting in our way?
- 11. › incitemarketing.ca 3/20/2014 11 Social Media • We all know how to hold a conversation, use a phone and send an email. • Social media is the same, just a bit more public with #hashtags. Barriers- Over complicating the issue
- 12. › incitemarketing.ca 3/20/2014 12 Social Media • Just because there are opportunities to use analytics in this realm doesn’t mean we have to understand all of them to start. • The best indicator of success is if real conversations begin to occur. Barriers- Over focussing on the analytics
- 13. › incitemarketing.ca 3/20/2014 13 Social Media • You get out what you invest in • If you manage it off the corner of your desk or assign it to a junior staffer don’t be surprised if you don’t end up with something world class Barriers- Not allocating the right resources
- 14. › incitemarketing.ca 3/20/2014 14 Social Media • “I can totally come up with something interesting, targeted, relevant and on brand twice a day, 365 days a year!” • It is easy to lose interest, momentum, energy and focus. Barriers- Not having a content strategy
- 15. › incitemarketing.ca 3/20/2014 15 Paradigm Shift Listen: 30 minEngage: 18 min Speak: 12 min Listen and Cultivate, Don’t speak! For every 1 hour spent on social media
- 16. › incitemarketing.ca 3/20/2014 16 Paradigm Shift Listen 50% (30min) • Research the businesses, individ uals and groups who are most influential to you • Read, absorb and understand what the people in your social media community are talking about Engage 30% (18min) • Hold conservations with your community members • Re-post and support their activities • Ask questions and engage just like you would in person Speak 20% (12 min) • Share interesting, rich yet authentic content • Give your community what they want, fulfilling their reason for being online • Maintain a well developed “brand”
- 17. › incitemarketing.ca 3/20/2014 17 Three things to do right now • Choose a platform and make a great profile • Create a community online that matches your community in real life • Carve out a chunk of time everyday to evolve your social media practice
- 18. › incitemarketing.ca 3/20/2014 18 Clues it is working • People are actually responding • Those people who are responding are in your target industry • People are reaching out to you on and offline • Opportunities start to come in
Editor's Notes
- Organic communication used to mean natural conversations held in a common setting or the letters exchanged between friends and associates. Colleagues would debate philosophy and current events, sending updates via horse drawn carriage to their counterparts in other locations. You would have to have a personal relationship with an individual to be able to have a business conversation. Accordingly, the target market was often very small and consisted mostly of the elite.
- With the invention of the printing press, ideas, stories and opinions were more easily shared with the masses. As more and more organization developed print pieces, process and strategy to do this well evolved as well.Soon it was “unacceptable” for a legitimate business to not own some piece of printed collateral.
- In the 1920s the telephone began arriving in offices. Systems, processes, and administration were developed that have resulted in not only a phone for every desk and household, but also a phone for every pocket and infrastructure that lets us dial to any other phone on the planet. In other words, a platform was built.Sales and marketing teams still use this tool to communicate and transfer knowledge everyday. We even developed a thing call the “cold call” and although this use of the telephone is no longer effective, the telephone remains a cornerstone in our systems.
- How many of you remember a time without email? Most of you.This is a relatively new tool. For a long time, businesses only had one email per company. This grew to one per department.Then a major shift occurred. Communication tools began to represent individuals instead of places. How many people here have accidently sent an email to people that shouldn’t have gone out?So along the way we have built, systems, processes and highly technical structures to create “safety.”
- Now we live in a global marketplace where we can find and interact with the smallest niches and the largest conglomerates-instantly!We have access to business intelligence and individual opinions in a way never possible.We also have the opportunity to share our knowledge, point of view and value exponentially.
- Even though there are astronomical differences between the communication technologies we have used over the ages, the function of communicating remains the same.The similarities are more poignant than the differences.
- Therefore what we need to focus on remains the same.The way we interact with people in person, over the phone or via email should reflect how you might manage social media.
- Does this seem over simplified? It is and there are some key things that get in our way.