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A Clear Vision
for Innovative
B2B Social
WOMM-U 2013
Mauricio Godoy, Account Director
May 2013
2
The Social Web
Guttenberg invented the
printing press around the
year 1432.
Suddenly, books that were
only read by the elite upper
classes were available to
the common man.
The ideas from up high
tricked down to the lower
classes, who then began to
form their opinions and
have the mental powers of
those above them.
3
The Social Web
People listen to us, and we
have the power that was
only reserved for great
publishing giants.
Companies are growing
ever more comfortable with
social media themselves.
They are now saying “Hey,
I wonder how we can use
this social media that our
customers are using.”
4
Perfect Intersection
Both B2B and B2B social
are very similar in the
sense that you have to
keep the best interests of
your audience in mind.
In B2B, however, the key
motivator is "self
improvement" meaning we
are using social to learn
how to improve our
business performance.
The great part about B2B
social is that we can help
others and in turn become
better professionals
ourselves.
5
Clear vision
The biggest barrier to
adoption is a lack of clarity.
Two Dynamics
This session will show you
two dynamics of B2B
social.
How B2B social
empowers your clients’
customers
How B2B social
empowers your clients to
become better
professionals
themselves.
Self Improvement
7
LinkedIn Groups
It allows information to
travel seamlessly amongst
all members who are able
to comment and publish on
content generated by your
brand.
This interaction, as
opposed to the top down
approach of other
networks transform your
group from a collection of
business professionals into
a vibrant community of
discussions.
Tailor your content in this
platform to share:
Best Practices
Insights
Guidance
8
LinkedIn Groups
Our experience
We moderated IBM for
Midsize Businesses Group
on LinkedIn.
The group receives more
comments than
discussions, which your
clients will deem as a key
success metric when
looking at the activity on a
LinkedIn Group.
Our goals were:
Content Curation
Audience Engagement
9
LinkedIn Groups
Our experience
We ran some tests In
LinkedIn Groups to see
which would gain the most
clicks through to content
and these were our results:
Discussions with Numbers
6 Steps to Start Your Big Data Journey
Best Practices
Big Data Implementation Best Practices
ROI/Science
Analytics ROI - From Strategy to Execution
10
LinkedIn Groups
Audience engagement
We have no paid support
on our group. Our
engagement is strictly
organic, so you’re getting
the purest results without
any paid campaigns or
advertising.
11
LinkedIn Groups
Invite security and cloud computing experts to crowd source a list of 10
steps midsize leaders should take to protect their companies and their
data.
Target niche groups with security interest in addition to larger midmarket
social community.
Information spreads faster and makes a greater impact when shared
within a group united by one common interest.
The top 10 steps will be aggregated, collected and returned to the
community in the form of a blog post.
Objective
Strategy
Paul Adams
Content Outcome
Focusing on niche groups rather than those who fit simply into the vast
SMB category is more effective in gaining participation.
Key Learning
Hangouts can be useful
13
Google+ Hangout
You can unite your brand
with audiences in a highly
interactive and visual
environment
The content can be
captured for later viewing
and continued momentum
on YouTube.’
You can reshare the
content across all your
social properties
Elevate your Google+
Hangout with a theme.
14
Elevate your Google Hangout
with a Theme
Unite your brand
ambassadors with
exclusive content
Lincoln Trailer with
interview featuring Steven
Spielberg and Joseph
Gordon Levitt
Bring your offline and
online worlds together
Ellie Goulding invited her
fans to a hangout for a
virtual meet & greet. The
participants received
signed copies of her album
cover.
Give them something to
preview beforehand and
then use the hangout for
them to share their
experiences online.
Host a class. You can walk
users through steps and
provide directions.
15
Google+ Hangout
Connect your fans with
thought leaders.
How about a business
partner that can share the
challenges your brands’
clients were facing and
how your brand stepped in
to resolve this issue.
Create a press
conference.
Provide exclusive content,
have a special event with
select influencers.
Record your hangout
and have it available on
YouTube. The video can
be tagged so users
continue discovering your
brand.
16
Google+ Hangout
Best Practices
You do want the event to feel spontaneous having some order will keep
everyone in order.
The video can be tagged and gives your brand continues search result
benefits on YouTube.
Have a script with your
questions in advance
Choose the right
participants
Have a technical test run
Connect your Google+
and YouTube pages
What it does
18
Tumblr
The numbers
• Over 105 million blogs
• More than 80 million
posts each day
• 225+ million monthly
users
• Tumblr radar has 120M
impressions every day.
The numbers
Gives you the freedom to
tell your story however you
want.
Amplification
When people reblog your
content it appears on their
blogs and their followers’
dashboards, which further
amplifies your story and
helps you get discovered.
Page
“You have to look like the community
you want to be a part of.”
Twitter
21
Twitter
What it can do for you
• Rapid Customer Service
• Establishing a large
presence on a key topic
• Example: Reaching SMB
audience constantly to
outshine competitors.

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A Clear Vision For Innovative B2B Social - #wommu

  • 1. A Clear Vision for Innovative B2B Social WOMM-U 2013 Mauricio Godoy, Account Director May 2013
  • 2. 2 The Social Web Guttenberg invented the printing press around the year 1432. Suddenly, books that were only read by the elite upper classes were available to the common man. The ideas from up high tricked down to the lower classes, who then began to form their opinions and have the mental powers of those above them.
  • 3. 3 The Social Web People listen to us, and we have the power that was only reserved for great publishing giants. Companies are growing ever more comfortable with social media themselves. They are now saying “Hey, I wonder how we can use this social media that our customers are using.”
  • 4. 4 Perfect Intersection Both B2B and B2B social are very similar in the sense that you have to keep the best interests of your audience in mind. In B2B, however, the key motivator is "self improvement" meaning we are using social to learn how to improve our business performance. The great part about B2B social is that we can help others and in turn become better professionals ourselves.
  • 5. 5 Clear vision The biggest barrier to adoption is a lack of clarity. Two Dynamics This session will show you two dynamics of B2B social. How B2B social empowers your clients’ customers How B2B social empowers your clients to become better professionals themselves.
  • 7. 7 LinkedIn Groups It allows information to travel seamlessly amongst all members who are able to comment and publish on content generated by your brand. This interaction, as opposed to the top down approach of other networks transform your group from a collection of business professionals into a vibrant community of discussions. Tailor your content in this platform to share: Best Practices Insights Guidance
  • 8. 8 LinkedIn Groups Our experience We moderated IBM for Midsize Businesses Group on LinkedIn. The group receives more comments than discussions, which your clients will deem as a key success metric when looking at the activity on a LinkedIn Group. Our goals were: Content Curation Audience Engagement
  • 9. 9 LinkedIn Groups Our experience We ran some tests In LinkedIn Groups to see which would gain the most clicks through to content and these were our results: Discussions with Numbers 6 Steps to Start Your Big Data Journey Best Practices Big Data Implementation Best Practices ROI/Science Analytics ROI - From Strategy to Execution
  • 10. 10 LinkedIn Groups Audience engagement We have no paid support on our group. Our engagement is strictly organic, so you’re getting the purest results without any paid campaigns or advertising.
  • 11. 11 LinkedIn Groups Invite security and cloud computing experts to crowd source a list of 10 steps midsize leaders should take to protect their companies and their data. Target niche groups with security interest in addition to larger midmarket social community. Information spreads faster and makes a greater impact when shared within a group united by one common interest. The top 10 steps will be aggregated, collected and returned to the community in the form of a blog post. Objective Strategy Paul Adams Content Outcome Focusing on niche groups rather than those who fit simply into the vast SMB category is more effective in gaining participation. Key Learning
  • 12. Hangouts can be useful
  • 13. 13 Google+ Hangout You can unite your brand with audiences in a highly interactive and visual environment The content can be captured for later viewing and continued momentum on YouTube.’ You can reshare the content across all your social properties Elevate your Google+ Hangout with a theme.
  • 14. 14 Elevate your Google Hangout with a Theme Unite your brand ambassadors with exclusive content Lincoln Trailer with interview featuring Steven Spielberg and Joseph Gordon Levitt Bring your offline and online worlds together Ellie Goulding invited her fans to a hangout for a virtual meet & greet. The participants received signed copies of her album cover. Give them something to preview beforehand and then use the hangout for them to share their experiences online. Host a class. You can walk users through steps and provide directions.
  • 15. 15 Google+ Hangout Connect your fans with thought leaders. How about a business partner that can share the challenges your brands’ clients were facing and how your brand stepped in to resolve this issue. Create a press conference. Provide exclusive content, have a special event with select influencers. Record your hangout and have it available on YouTube. The video can be tagged so users continue discovering your brand.
  • 16. 16 Google+ Hangout Best Practices You do want the event to feel spontaneous having some order will keep everyone in order. The video can be tagged and gives your brand continues search result benefits on YouTube. Have a script with your questions in advance Choose the right participants Have a technical test run Connect your Google+ and YouTube pages
  • 18. 18 Tumblr The numbers • Over 105 million blogs • More than 80 million posts each day • 225+ million monthly users • Tumblr radar has 120M impressions every day. The numbers Gives you the freedom to tell your story however you want. Amplification When people reblog your content it appears on their blogs and their followers’ dashboards, which further amplifies your story and helps you get discovered.
  • 19. Page
  • 20. “You have to look like the community you want to be a part of.” Twitter
  • 21. 21 Twitter What it can do for you • Rapid Customer Service • Establishing a large presence on a key topic • Example: Reaching SMB audience constantly to outshine competitors.

Editor's Notes

  1. There is one theme you should keep in mind with LinkedIn: Self ImprovementGroupsLinkedIn’s “Groups” function allows information to travel seamlessly amongst all members who are able to comment and publish on content generated by your brand. This interaction, as opposed to the top down approach of other networks transform your group from a collection of business professionals into a vibrant community of discussions.I recommend tailoring your content in this platform to meet the following criteria:1. Share Best Practices2. Share Insights3. Share Guidance Business Leaders can be very busy, and not have much time available to interact on the social web.I’ve had the honor of moderating the IBM for Midsize Businesses Group on LinkedIn and discovered some catalysts for engagement on this LinkedIn group. The group, I’m proud to say, receives more comments than discussions, which your clients will deem as a key success metric when looking at the activity on a LinkedIn Group. 1. Content Curation2. Engaging Your Audience (Who, What, Where, When, How)
  2. Objective: Invite security and cloud computing experts to crowd source a list of 10 steps midsize leaders should take to protect their companies and their data.Strategy: Target niche groups with security interest in addition to larger midmarket social community.Paul Adams: Information spreads faster and makes a greater impact when shared within a group united by one common interest.Content Outcome: The top 10 steps will be aggregated, collected and returned tothe community in the form of a blog post.Key Learning: Focusing on niche groups rather than those who fit simply into the vast SMB category is more effective in gaining participation.
  3. I don’t know how you feel about Google+, I’d love to chat with you all after actually and get your thoughts on the platform, but there is one specific content creation function that I would like to highlight, and that is the Hangouts function. I find the Google+ Hangouts function to be useful for three reasons:1. You can unite your brand with audiences in a highly interactive and visual environment2. The content can be captured for later viewing and continued momentum on YouTube.’3. You can reshare the content across all your social properties Elevate your Google+ Hangout with a theme.