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Peter Simons Social Media B2B
- 1. Social media and B2B… Peter Simons Web Strategist BBDO Ehrenstråhle / Proximity Sweden
- 2. BBDO Ehrenstråhle & Proximity • BBDO Ehrenstråhle, BBDO’s European centre of B2B excellence • Proximity Worldwide. The world’s most creatively awarded digital and CRM network.
- 3. Agenda Origins Communication Persuasion Relations The process The impact The role The change Empowerment Findings and insights Conclusions Disclaimer, this speech contains: – Dull diagrams – No flashy examples – No mention of american presidential campaigns
- 4. Communication theory Communication ə-ˌmyü-nə-ˈkā-shənAn act or instance of transmitting. Merriam-Webster Message
- 5. Persuasion Persuade ər-ˈswādTo move by argument, entreaty, or expostulation to a belief, position, or course of action Merriam-Webster Hierarchy of effects models Attention $ Interest Desire Action
- 6. … a different world. d a b c acme ! !
- 7. Where does this take us? Focus on the customers different phases in the business process
- 8. The digital communication process
- 9. The digital communication process
- 10. The digital communication process Campaign site Corporate web site Product oriented site Support forums Supply store Sales tools
- 11. The digital communication process Campaign site Corporate web site Product oriented site Support forums Supply store Sales tools
- 12. Web 2.0, Social media – the impact on B2B communication
- 13. Social media in B2B? Preconceive prē-kən-ˈsēvTo form (as an opinion) prior to actual knowledge or experience Merriam-Webster B
- 14. Types of customer relationships Level three: Structural bonds. Service an integrated part of the delivery. Mon., soc. & structure High adaption Service delivery High differentation Level two: Price and personal communication. Making the customer feel special. Monetary & social ties Medium adaption Personal comm. Medium differention Level one: Price as competetive advantage. Easy to copy.
- 15. Strategic role of Social Media Media channel Shared knowledge
- 16. The change Wiki Participation Usability Social Software Convergence Mobility RSS OpenAPIs Widgets Simplicity Six degrees FOAF Sharing Podcasting Pay per click AJAX CSS XML SVG SOAP IM
- 17. Let’s return to the process…
- 18. Social media adds a dimension
- 19. Several customers, several processes
- 20. All customers consist of individuals…
- 21. … individuals that communicate…
- 22. … internally and externally…
- 23. … all sharing important information.
- 24. Browsers to customers… Customers Sales process Returning users Browsing occasional users User group 1 User group 2 ? Inefficient spray and pray method
- 25. Structuring information ✪ Bookmarkable webpage Personal favourites list
- 26. Structuring and sharing information ✪ Bookmarkable webpage Personal page Logged in state Share this page Share this page Personal favourites list
- 27. Expanding the user base Customers Registered user, sharing info Unregistered user, receiving info Browsing occasional users Registered user, receiving Unreg user sharing info = X = .. = .. = Z Measurability!
- 28. Wrapping it up
- 29. Hard figures Source: 2009 Tribalization of Business Study, Deloitte Development LLC Tangible tan-jə-bəlCapable of being appraised at an actual or approximate value. Merriam-Webster Investments acme 40 35 32 31 Drivers Problems 25 31 22 Key findings A ≠ D Analytics 35 32 31 a r 26
- 30. Social media in B2B! We don’t need to be involved in the hype – but we may cater for the possibilities.
- 31. Contact Peter Simons Web Strategist [email_address] Phone +46 8 787 10 23