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B2B Social Media - Mahtab Rezai

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MN AMA

MN AMA 2010 Conquering Chaos Conference Breakout Session Presentation "B2B Social Media" by Mahtab Rezai, Vice President Strategy, Popular Front

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B2B Social MediaB2B Social Media
Ab tAbout me:
Ab tAbout you:
As marketers, what do we do? Awareness AcquisitionAcquisition Loyalty
Traditional Marketing Tacticsg Events Print Search Print  Advertising Banner  Awareness PR Ads Acquisition Lead Generation Programs Sales Promotions Acquisition Web Sites Branded Content Loyalty  Programs Direct  Marketing Loyalty
Traditional Marketing Tacticsg PAID PUSHPAID + PUSH
With traditional marketing tactics we can control: The medium
With traditional marketing tactics we can control: The message
With traditional marketing tactics we can control: The response
With traditional marketing tactics we can control: The frequency
Social Media EARNED +EARNED BI-DIRECTIONALBI-DIRECTIONAL
Social media can mean a lot of things
In social media we CAN’T CONTROL: The medium
In social media we CAN’T CONTROL: The message
In social media we CAN’T CONTROL: The response
In social media we CAN’T CONTROL: The frequency
Word of Mouth: Precursor to Social Media
As social media participants, what do we do? Listening RespondingResponding Contributing
It’s not the same activity or impact
We can’t measure it the same way
Traditional Social Media
B2C Social Media
B2B Social Media
B2B vs. B2C: What’s different?
B2B vs. B2C: What’s different?
B2B vs. B2C: What’s different?
Meaningful B2B Goalsg Consumer insight and researchConsumer insight and research Customer Support, Customer Management l d bSales and business support Thought leadership
Consumer Insightg and Research
Consumer Insightg and Research
Consumer Insightg and Research
Responding to what you hearg y
Customer Support/ Customer Management
Consumer Support/Customer Management
What Not to Do
Sales and business support
Sales and business support
Thought Leadershipg
Customer Insight and Research
Customer Support and Customer Management
Sales and Business Support
Questions?
Thank You.

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B2B Social Media - Mahtab Rezai