B2B Social Objectives Functional Alignment
Success metrics •Customer insight LISTENING Research •Improved segmentation •Reduced pain; alignment of offering with need •Changes in reach, impressions, brand awareness TALKING Marketing, education •Increased share of voice •Higher quality of responses to offers •Increased velocity of messages in market ENERGIZING Sales •Increased recommendation, promotion, advocacy •Higher trust, brand trust perception •Faster deployments at new customers SPREADING Professional services •Existing customers create new business capacity •Reduced support costs Customer service, •Higher customer satisfaction SUPPORTING technical support •Less churn Development, Product •Deliver products faster to market EMBRACING Marketing •Increased loyalty, increased advocacy Forrester Survey: Social Technographics of B2B buyers
“It's a little more personal.
More back- and-forth discussions, and it's less formal. And it gives immediacy to interactions.” Frank Eliason, @comcastcares
Use hashtags. Use general ones
rather than only ones with your brand. Be proactive. Add people who tweet about your topic. Never AUTO DM. Never send out Mafia War tweets with your account. Be genuine, be personal.