Social media and B2B… Peter Simons  Web Strategist  BBDO Ehrenstråhle / Proximity Sweden
BBDO Ehrenstråhle & Proximity •  BBDO Ehrenstråhle, BBDO’s European centre of B2B excellence •  Proximity Worldwide. The w...
Agenda Origins   Communication Persuasion Relations The process The impact The role The change Empowerment Findings and in...
Communication theory Communication  kə-ˌmyü-nə-ˈkā-shən An act or instance of transmitting. Merriam-Webster Message
Persuasion Persuade  pər-ˈswād To move by argument, entreaty, or expostulation to a belief, position, or course of action ...
… a different world. d a b c acme ! !
Where does this take us? Focus on the customers different phases in the business process
The digital communication process
The digital communication process
The digital communication process Campaign site Corporate web site Product oriented site Support forums Supply store Sales...
The digital communication process Campaign site Corporate web site Product oriented site Support forums Supply store Sales...
Web 2.0, Social media  –  the impact on B2B communication
Social media in B2B? Preconceive  ˌprē-kən-ˈsēv To form (as an opinion) prior to actual knowledge or experience Merriam-We...
Types of customer relationships Level three:   Structural bonds. Service an integrated part of the delivery. Mon., soc. & ...
Strategic role of Social Media Media channel Shared knowledge
The change Wiki Participation Usability Social Software Convergence Mobility RSS OpenAPIs Widgets Simplicity Six degrees F...
Let’s return to the process…
Social media adds a dimension
Several customers, several processes
All customers consist of individuals…
… individuals that communicate…
… internally and externally…
… all sharing important information.
Browsers to customers… Customers Sales process Returning users Browsing occasional users User group 1 User group 2 ? Ineff...
Structuring information ✪ Bookmarkable webpage Personal favourites list
Structuring and sharing information ✪ Bookmarkable webpage Personal page Logged in state    Share this pa...
Expanding the user base Customers Registered user, sharing info Unregistered user, receiving info Browsing occasional user...
Wrapping it up
Hard figures Source: 2009 Tribalization of Business Study,  Deloitte Development LLC  Tangible  ˈtan-jə-bəl Capable of bei...
Social media in B2B! We don’t need to be involved in the hype – but we may cater for the possibilities.
Contact Peter Simons Web Strategist [email_address] Phone +46 8 787 10 23
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Peter Simons Social Media B2B

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Peter Simons Social Media B2B

  1. 1. Social media and B2B… Peter Simons Web Strategist BBDO Ehrenstråhle / Proximity Sweden
  2. 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. 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. 4. Communication theory Communication kə-ˌmyü-nə-ˈkā-shən An act or instance of transmitting. Merriam-Webster Message
  5. 5. Persuasion Persuade pər-ˈswād To 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. 6. … a different world. d a b c acme ! !
  7. 7. Where does this take us? Focus on the customers different phases in the business process
  8. 8. The digital communication process
  9. 9. The digital communication process
  10. 10. The digital communication process Campaign site Corporate web site Product oriented site Support forums Supply store Sales tools
  11. 11. The digital communication process Campaign site Corporate web site Product oriented site Support forums Supply store Sales tools
  12. 12. Web 2.0, Social media – the impact on B2B communication
  13. 13. Social media in B2B? Preconceive ˌprē-kən-ˈsēv To form (as an opinion) prior to actual knowledge or experience Merriam-Webster B
  14. 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. 15. Strategic role of Social Media Media channel Shared knowledge
  16. 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. 17. Let’s return to the process…
  18. 18. Social media adds a dimension
  19. 19. Several customers, several processes
  20. 20. All customers consist of individuals…
  21. 21. … individuals that communicate…
  22. 22. … internally and externally…
  23. 23. … all sharing important information.
  24. 24. Browsers to customers… Customers Sales process Returning users Browsing occasional users User group 1 User group 2 ? Inefficient spray and pray method
  25. 25. Structuring information ✪ Bookmarkable webpage Personal favourites list
  26. 26. Structuring and sharing information ✪ Bookmarkable webpage Personal page Logged in state  Share this page  Share this page Personal favourites list
  27. 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. 28. Wrapping it up
  29. 29. Hard figures Source: 2009 Tribalization of Business Study, Deloitte Development LLC Tangible ˈtan-jə-bəl Capable 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. 30. Social media in B2B! We don’t need to be involved in the hype – but we may cater for the possibilities.
  31. 31. Contact Peter Simons Web Strategist [email_address] Phone +46 8 787 10 23

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