2010 – The Year Of Social Business UC Expo Unified Communications

681 views

Published on

My presentation on social business, relevant networks and how vendors in communications will start to align content for relevant social business platforms.

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
681
On SlideShare
0
From Embeds
0
Number of Embeds
23
Actions
Shares
0
Downloads
34
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

2010 – The Year Of Social Business UC Expo Unified Communications

  1. 1. 2010 – Social Networking for Communications Professionals<br />Julian Bradder<br />UC Expo<br />10 March 2010<br />
  2. 2. Who am I?<br />15 years on ‘supply side’ of multi-channel and document communications<br />Founder of numerous blogs<br />Founder of CCCToday.com; Social Network & Content Publishing for communications pro’s<br />3 years experience practicing SMM<br />Advising numerous communications companies on social media marketing strategies<br />
  3. 3. Agenda<br />Review B2B activity research<br />How B2B SM supports The Decision Cycle<br />The relevant, targeted network<br />Purpose, relevance & collaboration<br />SM Action Plan<br />
  4. 4. Review B2B Activity Research<br />
  5. 5. Social Business 2010<br />ITMSA Survey of Directors<br />55% B2B Technology Buyers used Social Media during 2009 (37% 2008)<br />Executives in large organisations are using social media more than in small organisations<br />Source: ITMSA (www.itmsa.com) . Survey of over 355 business & IT execs US & Europe<br />
  6. 6. Social Business 2010<br />Response to recession<br />Early 2009 – 44% shifting marketing spend online<br />Oct 2009 – 77% shifted marketing spend online<br />77% to increase online spending in 2010<br />Online Marketing is fast becoming biggest single budget spend @13%<br />79% Executives conduct 3 searches per day<br />Executives under 40 – 50% blog / tweet / similar <br />Source: Google / Forbes<br />
  7. 7.
  8. 8. how Social Media supports the decision cycle in B2B<br />
  9. 9. How social media supports the decision cycle in B2B<br />Enables unprecedented connectivity and knowledge sharing that is <br />Non-interruptive<br />Without boundary<br />An efficient way to communicate with large and small groups of people<br />In public or in private<br />Accelerates discovery...<br />Collaborative, consultative engagements will become much more normal.<br />
  10. 10. B2B Decision Making (Purchasing)<br />
  11. 11. The relevant network<br />
  12. 12. What is the relevant network?<br />Communities that have additional management layers<br />Relevance<br />Markets itself to niche audiences<br />Policy<br />B2B Agenda <br />B2B Processes<br />People, Expertise<br />In context with wider Social Media<br />
  13. 13. What is the relevant network?<br />People 1st, Brands later<br />Content <br />Special Users<br />News<br />Jobs, careers<br />Variety of communication tools<br />Marketing, Research, Engagement<br />
  14. 14. Policy<br />Ethics differ – B2B has clear commercial purpose<br />But the principles should not differ<br />The environment must be safe<br />The ability to control privacy an imperative<br />Those who market must adhere to engagement rules<br />Dedicated areas with commercial purpose<br />
  15. 15. Policy - B2B need a focal point<br />Smaller more relevant communities<br />Same high degree of connectivity<br />Active buy and sell side participation<br />Content that is oriented to buyer needs<br />The mechanics of social media but condensed to work for a specific community<br />Various communication methods <br />
  16. 16. B2B Agenda<br />Accelerate learning and opportunity<br />Reduce Risks<br />Improve Co-ordination<br />Reduce Costs<br />Identify specialist skills<br />Ask Questions, Get Answers<br />Improve opportunity identification<br />Make research and criteria definition easier<br />Improve Communications<br />Improve trust<br />
  17. 17. B2B Social Networks will target<br />Marketing<br />Sales<br />Service & Support<br />Innovation<br />Collaboration<br />Customer Experience<br />
  18. 18. Communications B2B Buying process <br />1 Year Before Social Media<br />Identify / Recognise the problem<br />Create Criteria<br />Search for providers<br />Evaluate Options<br />Test Solution<br />Procure Solution<br />Process<br />Outside influence<br />Internal Influence<br />Compelling <br />Event<br />Wish list<br />Things that would be good<br />B2B Trade Magazines<br />Web Search for companies<br />Suppliers visit. Propose Solutions. Identify Favoured<br />Pilot Solution, Vendors parade<br />Purchase<br />Implement<br />Source<br />How have others addressed the issue?<br />Internally focused and researched. Takes time<br />Limited availability of information. Lengthy discovery<br />Often rushed, staged; both sides may lack access to critical information<br />Communicate<br />& Collaborate<br />Extending the Value<br />Building cross-company teams<br />Limitations<br />
  19. 19. Communications B2B Buying process <br />Sometime soon after Social Media <br />Identify / Recognise the problem<br />Create Criteria<br />Search for providers<br />Evaluate Options<br />Test Solution<br />Procure Solution<br />Process<br />Outside influence<br />Internal Influence<br />Compelling <br />Event<br />Wish list<br />Things that would be good<br />B2B Trade Magazines<br />Web Search for companies<br />Suppliers visit. Propose Solutions. Identify Favoured<br />Pilot Solution, Vendors parade<br />Purchase<br />Implement<br />Source<br />Connectivity with industry TL’s. Read about others experiences. <br />Ability to confer, ask questions, review content; get assistance in definition of criteria<br />Review, Match and Connect with suppliers<br />Early stage qualification<br />Ongoing dialogue, peer - peer content referenced, continuous collaboration transparency<br />Reduced workload<br />Facilitating communication and assessment<br />Document Sharing<br />Enhanced communications<br />New Position<br />Content aligned to decision cycle stage<br />
  20. 20. Relevant networks extend the value of other elements of the learning mix<br />Activity value extension e.g. User conferences<br />Consultant Meetings<br />Conferences & Networking<br />Remove the blinkers it is easy to research and connect with others<br />Peer to peer connectivity much easier but remains aligned with project<br />Continue discussion and debate online<br />Validate opinion with others, meet people with other viewpoints and approaches<br />Extend networking online, deepen those relationships, make content referrals and debate the engagement<br />
  21. 21. People, Expertise<br />
  22. 22. Communications<br />There are many disciplines in communications – <br />Companies do not necessarily<br /> organise themselves around Gartner quadrants.<br />Customer Experience measurement determines a view of the whole.<br />
  23. 23. Process, functional and resource overlap exists across<br /> all major communication channels<br />...whilst the dialogue should be consistent across all of these channels<br />
  24. 24. Process, functional and resource overlap exists across<br /> all major communication channels<br />Customer Experience<br />Data<br />...whilst the dialogue should be consistent across all of these channels<br />
  25. 25. Purpose, relevance, collaboration<br />
  26. 26. Purpose<br />Cross functional<br />Objective oriented <br />Drive business processes<br />Knowledge<br />
  27. 27. Collaboration<br />Lines between companies broken down<br />The ‘transparent organisation’<br />The best people for task<br />Greater vendor collaboration<br />Better industry resource availability<br />Reduced Costs<br />Shorter project cycle times across business processes<br />Better discovery, better negotiation, better implementation, better business, better innovation.. just better.<br />
  28. 28. Content<br />Sellers will<br />Begin to render content on basis of<br />The reader<br />Place in decision cycle<br />Needs of individuals on buy side<br />Highly connected<br />Buyers will begin to express themselves<br />Get more support<br />More opinion<br />Accelerated<br />
  29. 29. In context with wider social media environments<br />facebook<br />twitter<br />LinkedIN<br />Content Out<br />Traffic In<br />High Relevance Content Driven Network<br />Adjacent <br />High Relevance<br />Adjacent High Relevance<br />Corporate Websites<br />
  30. 30.
  31. 31. A simple action plan<br />
  32. 32. Get connected<br />Sign up to twitter and follow<br />@UCEXPO<br />@CCCTODAY<br />@MikeEng1and<br />@jowyang<br />On LinkedIN Join<br />UC Expo Group<br />CCC Today Group<br />Sign up to www.ccctoday.com<br />Read my blog, connect with me. Happy to help guide you<br />Start talking about the things that interest you<br />Listen to what your new online connections are talking about join in the conversation and say what you think!<br />Watch your business network and opportunity grow<br />

×