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B-to-B Social Media: A Quiet Giant

Conventional wisdom says that social media isn’t appropriate for b-to-b marketing. Conventional wisdom is wrong. Across the corporate landscape, businesses ranging from banks to high-tech firms to plumbing supplies are successfully applying social media tools to connect with customers, channel partners and suppliers. And as they grow more confident with the tools, they’re experimenting with sophisticated applications like social networks and customer co-creation. B-to-b social media marketing isn’t just blogs any more. Learn what the innovators are doing. Videos have been removed from this presentation.

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Social Media for B-to-B Commerce,[object Object],Paul Gillin,[object Object],Author, The New Influencers,[object Object],Secrets of Social Media Marketing,[object Object]
Mainframe: Art of the Sale,[object Object],Objectives:  ,[object Object],[object Object]
Increase mainframe awareness with college students Results:  ,[object Object],[object Object]
Blog traffic increased 25x
Analyst, Press, Blogger coverage
Screened at Chief Sales Officer summit, Price Waterhouse sales training and other venuesSource: Tim Washer, IBM,[object Object]
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B-to-B Social Media: A Quiet Giant

Editor's Notes

  1. By committing to the program for one year, the Insiders agreed to: Participate in Intel-focused events throughout the year for education purposesProvide feedback on Intel’s social media activities so that Intel could develop best practicesIn return, the Insiders would receive special “inside” access to Intel embargoed news, executive dialogues, exclusive events and visibility on Intel social web properties. We continuously engaged them with the brand by publicly disclosing that we were seeding them the latest Intel-powered devices on the market, consulting them for advice and feedback prior to most major online community engagements, and integrating them into Intel campaigns.
  2. The Gurus are the cornerstone of Clickable’s marketing strategy. Clickable charged the Gurus with patrolling online search-marketing communities like Google AdWords, WebMasterWorld, and Microsoft adCenter. In addition, the Gurus submitted a weekly cutting-edge lesson to the Official Clickable Blog, and answered customer questions in Clickable Forums. After a year of service and evangelism, the Gurus have made a measurable impact on Clickable’s bottom line: The program drove a 400% increase in new monthly ad spend on the Clickable Platform versus the previous year. This is significant because Clickable’s business model is to charge 5% of total spend managed. The company’s board of directors has committed to indefinite investment and continuation of the program.