Socializing B2B Thought Leadership:
                       Using Social Media to Demonstrate
                             ...
About Solutions Insights

                   Consulting and     IT & Telecommunications Industry
                   traini...
For B2B
               marketers,
               the course is
               not getting
               any easier




  ...
But they are looking for new ideas

                  CEOs are:                                                 C-suite ex...
In this context, thought leadership
                  offers great benefits

                                    “That’s i...
For most, thought leadership remains
                  underfunded, episodic, and superficial

                  1/3 of IS...
To make an impact, thought leadership
                  needs focus, depth, and continuity




                           ...
Meanwhile, thought leadership helps
                  drive B2B social media

                  If you currently use socia...
Socializing Thought
                                 Leadership




                                                      ...
Socializing Publication:
                  McKinsey’s What Matters

                  ● Challenge:
                      –...
Socializing Thought Leadership:
                  Four Stages of Development
                                             ...
Questions




                                                         © 2010 Solutions Insights. All Rights Reserved. 23
...
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Socializing B2B Thought Leadership: Using Social Media to Demonstrate Industry Expertise

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Thought leadership is increasingly central to B2B marketing, yet few companies have a well-organized program or a well-integrated social strategy for it. This ISBM presentation provides a framework for both, with examples from IBM, McKinsey, and CSC.

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Socializing B2B Thought Leadership: Using Social Media to Demonstrate Industry Expertise

  1. 1. Socializing B2B Thought Leadership: Using Social Media to Demonstrate Industry Expertise ISBM Winter Member’s Meeting 2010 Houston, TX March 2, 2010 Rob Leavitt Principal, Solutions Insights Agenda ● The need for thought leadership ● Making thought leadership work ● Socializing thought leadership ● Questions and discussion © 2010 Solutions Insights. All Rights Reserved. 2 Solutions Insights, Inc. | 6 Chickadee Lane | Westwood, MA 02090 USA 1 +1-781-929-8570 | www.solutionsinsights.com
  2. 2. About Solutions Insights Consulting and IT & Telecommunications Industry training to help B2B companies develop, market, and sell custom offerings and integrated solutions that deliver increased Other Industries business value for enterprise and professional clients © 2010 Solutions Insights. All Rights Reserved. 3 The Need for Thought Leadership © 2010 Solutions Insights. All Rights Reserved. 4 Solutions Insights, Inc. | 6 Chickadee Lane | Westwood, MA 02090 USA 2 +1-781-929-8570 | www.solutionsinsights.com
  3. 3. For B2B marketers, the course is not getting any easier © 2009 Solutions Insights. All Rights Reserved. 5 The biggest challenge is that buyers pay little attention to shouts from the sidelines © 2009 Solutions Insights. All Rights Reserved. 6 Solutions Insights, Inc. | 6 Chickadee Lane | Westwood, MA 02090 USA 3 +1-781-929-8570 | www.solutionsinsights.com
  4. 4. But they are looking for new ideas CEOs are: C-suite executives are: ● Struggling to keep up with ● Using the Internet as their change top information source ● Seeking out customers for ● Scouring the Web collaborative innovation themselves, not delegating ● Adapting business models, ● Focusing heavily on often substantially search, video, webcasts, ● Adding capabilities and and online communities partners for global ● Shifting demographically integration toward Generation ● Deepening commitments Netscape to social responsibility Source: Forbes, The Rise of the Digital C-Suite, 2009 Source: IBM, The Enterprise of the Future, 2009 Global CEO Study © 2010 Solutions Insights. All Rights Reserved. 7 Buyers trust experts most of all If you heard information about a company from one of these people, how credible would the information be? Academic or expert 64% Financial or industry analyst 52% NGO representative 45% Person like yourself 44% CEO 40% Government official 35% Regular employee 32% Informed publics ages 25-64 in 20 countries. “Extremely credible” and “very credible” responses only Source: 2010 Edelman Trust Barometer © 2010 Solutions Insights. All Rights Reserved. 8 Solutions Insights, Inc. | 6 Chickadee Lane | Westwood, MA 02090 USA 4 +1-781-929-8570 | www.solutionsinsights.com
  5. 5. In this context, thought leadership offers great benefits “That’s interesting, tell me more” Customer commitment Sales acceleration Prospect attraction Market distinction © 2010 Solutions Insights. All Rights Reserved. 9 Indeed, some marketers are putting thought leadership at the top of the list In FY2010, which of the following tactics do you anticipate will become more important to your marketing strategy? % of Respondents (N~35) Thought leadership development 77 References and testimonials 71 Senior level programs* 63 Online video 60 Public online social networks (LinkedIn, Facebook) 57 ROI tools/Price justification tools 56 Invitation-only online communities** 54 Internal collaboration through social media and/or Intranet 51 Corporate Website 51 … Collateral (brochures, datasheets, etc.) 11 Sponsorships of sports/Cultural events 9 Hospitality 9 Print-based direct marketing 6 Traditional print/media advertising 0 Public trade shows 0 Notes: Multiple responses allowed. *Relationship management programs, customer advisory boards, councils **Hosted or sponsored by your company Source: ITSMA, Budget Allocations and Trends: Key Metrics Survey, 2010 © 2010 Solutions Insights. All Rights Reserved. 10 Solutions Insights, Inc. | 6 Chickadee Lane | Westwood, MA 02090 USA 5 +1-781-929-8570 | www.solutionsinsights.com
  6. 6. For most, thought leadership remains underfunded, episodic, and superficial 1/3 of ISBM members Does this sound familiar? promote thought leadership online ● No dedicated staff ● No editorial calendar ● Nights and weekends ● Thinly disguised brochures ● Minimal customer proof ● One-off publishing © 2010 Solutions Insights. All Rights Reserved. 11 Making Thought Leadership Work © 2010 Solutions Insights. All Rights Reserved. 12 Solutions Insights, Inc. | 6 Chickadee Lane | Westwood, MA 02090 USA 6 +1-781-929-8570 | www.solutionsinsights.com
  7. 7. To make an impact, thought leadership needs focus, depth, and continuity © 2010 Solutions Insights. All Rights Reserved. 13 Social media creates tremendous opportunity for thought leadership Ongoing Customer conversation and market and insight collaboration Relevant Viral routes to leverage market © 2010 Solutions Insights. All Rights Reserved. 14 Solutions Insights, Inc. | 6 Chickadee Lane | Westwood, MA 02090 USA 7 +1-781-929-8570 | www.solutionsinsights.com
  8. 8. Meanwhile, thought leadership helps drive B2B social media If you currently use social networks, what do you use them for? Thought leadership 60% Generate leads 49% Customer feedback 46% Advertising 35% Market research 29% Other 15% Source: BtoB Magazine/btobonline.com research © November, 2009 © 2010 Solutions Insights. All Rights Reserved. 15 Most important is good content that people want to pass along © 2010 Solutions Insights. All Rights Reserved. 16 Solutions Insights, Inc. | 6 Chickadee Lane | Westwood, MA 02090 USA 8 +1-781-929-8570 | www.solutionsinsights.com
  9. 9. Socializing Thought Leadership © 2010 Solutions Insights. All Rights Reserved. 17 Socializing the Research: Innovation Jams at IBM ● Challenge: – Accelerate exploration of new ideas and opportunities ● Solution: – Periodic series of online innovation “jams” ● Program: – Enlist thousands of employees, partners, and customers in collaborative jam sessions around core themes and ideas ● Results: – Institutional crowdsourcing; internal excitement; enhanced relationships, dozens of new investments © 2010 Solutions Insights. All Rights Reserved. 18 Solutions Insights, Inc. | 6 Chickadee Lane | Westwood, MA 02090 USA 9 +1-781-929-8570 | www.solutionsinsights.com
  10. 10. Socializing Publication: McKinsey’s What Matters ● Challenge: – Broaden the range of expert views available to clients and others ● Solution: – New microsite on key global issues ● Program: – Publish and invite comment on articles and debates with leading academics, consultants, and practitioners ● Results: – Wide-ranging interactive complement to traditional publication programs, with extensive social amplification © 2010 Solutions Insights. All Rights Reserved. 19 Socializing the Conversation: CSC’s WikonnecT ● Challenge: – Deepen relationships with insurance industry clients ● Solution: – Private social network ● Program: – Build, market and sustain full-featured, issues-based online community ● Results: – 11,000 users, 700+ companies – Deep customer insight – Extensive customer collaboration – Increased customer loyalty © 2010 Solutions Insights. All Rights Reserved. 20 Solutions Insights, Inc. | 6 Chickadee Lane | Westwood, MA 02090 USA 10 +1-781-929-8570 | www.solutionsinsights.com
  11. 11. Socializing Thought Leadership: Four Stages of Development Testing the Building Skeptical Waters Getting Organized Expertise Points of Ad hoc, product- Product- and Issue-based, Theme-based, View oriented, minimal issue-based, one- editorial agenda, deep research, listening, personal off research, ongoing listening & customer opinion minimal research, customer collaboration, differentiation involvement, new breakthrough ideas ideas Internal Minimal, ad hoc, Modest, Deliberate, Substantial, multi- Education informal broadcast functional tiered, ongoing, orientation orientation, social collaborative Market Minimal, periodic Modest, multiple Substantial, Continuous, Engagement publications and formats, integrated online pervasive presentations customers and and offline, social presence, influencers collaborative Program Ad hoc, junior Initial funding, Focused investment, Strategic funding, Operations support, no mid-level senior direction, exec. direction, budget or metrics support, several dedicated staff and cross-company partners, PR partners, marketing collaboration, metrics metrics business metrics © 2010 Solutions Insights. All Rights Reserved. 21 Lessons Learned ● Sustain the commitment ● Do the research ● Big ideas help ● Engage and empower internally ● Build pervasive presence ● Invest in expertise © 2010 Solutions Insights. All Rights Reserved. 22 Solutions Insights, Inc. | 6 Chickadee Lane | Westwood, MA 02090 USA 11 +1-781-929-8570 | www.solutionsinsights.com
  12. 12. Questions © 2010 Solutions Insights. All Rights Reserved. 23 Thank you! Rob Leavitt Principal Solutions Insights rleavitt@solutionsinsights.com +1-508-654-7181 www.solutionsinsights.com Blog: www.reputationtorevenue.com Twitter: @Robleavitt © 2010 Solutions Insights. All Rights Reserved. 24 Solutions Insights, Inc. | 6 Chickadee Lane | Westwood, MA 02090 USA 12 +1-781-929-8570 | www.solutionsinsights.com

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