The document discusses the effectiveness of social media for B2B purposes. It provides case studies of companies like American Express, Cisco, and SAP that have used social media successfully for activities such as small business support, product launches, and building online communities. The document also cites research finding that social media can help with decision making and create competitive advantages for B2B companies.

2. B2B SOCIAL MEDIA/ SOCIAL
BUSINESS CASE STUDIES
B2B Financial industry and beyond
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3. SOCIAL MEDIA IN B2B ACTUALLY OUT PERFORMS BETTER THAN B2C ON SOME BUSINESS NEEDS
2012 Social Media Marketing Industry
Report, Social Media Examiner
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4. SOCIAL IS KEY TO DECISION MAKING & CREATING COMPETITIVE ADVANTAGE
2012 Social Business Global Executive
Study, MIT Sloan Management
Review
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5. B2B SOUND BITES
“It's not about B2B or B2C
anymore, it's about P2P
(person-to-person)"
- Jeff Booth, CEO
Builddirect.com
“Our corporate blog generated a
conversation with a Head of
ecommerce at a Tier 1 bank – they
became a client”
- Jennifer Reid, Marketing Operations
Manager, Caplin Systems
@jennmaitland
“The use of enterprise social networks and social media driven
collaboration represents a potential global economic benefit of
$800 billion to $1.3 trillion per year. Much of this is attributed
to a 25-30% increase in productivity for knowledge workers”
- McKinsey Global Institute
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6. IT IS NOT JUST ABOUT FACEBOOK AND TWITTER FOR B2B....
Use Foursquare for
targeting deals
2 Billion
Check-ins
in 2011
x2
increase
in 6
months
23 M
users
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Use Slideshare for
Thought-leadership
400,000 new
presentations
uploaded per
month
Largest social
“content” network
Use LinkedIn for
Recruitment
35% of
students
search for
jobs in 2011
700%
increase
from
2012
Over 1M groups
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7. SEE HOW AMEX, CISCO, ARM, SAP ARE USING SOCIAL MEDIA
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8. AMEX USING SOCIAL MEDIA FOR...SMALL BUSINESS SUPPORT
The American Express Open Forum mission:
Helping small businesses do more business
326,498 likes on Facebook
100 Million customers
‘shopped small’ on Small Business Saturday
A joint USA Facebook B2B partnership providing:
Social media
teaching for
small
businesses
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Merchant
digital
toolkit
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9. UK ONLINE PERSONAL LENDER BORRO USING SOCIAL MEDIA FOR...PR CAMPAIGNS
‘Money making ideas’ competition for UK start-ups
69 pitch entries from entrepreneurs
3 Month
campaign
18,645
64,000
Total Twitter
Likes on
Views of campaign
reach
Facebook
3.3M
videos
Results also included: 15 pieces of trade media coverage,
email address capture and 80% online media coverage
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10. CISCO USING SOCIAL MEDIA FOR...PRODUCT LAUNCHES
Launching a new router product via only social channels
Saved $100,000
9,000
X90
People
increase
attended the than
before
social media
launch events
Saved
42,000
gallons of gas
Delivered x3 more articles, 1000 blog posts, 40M online
impressions and a industry marketing award
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11. SAP USING SOCIAL MEDIA FOR....BUILDING COMMUNITIES
SAP online community using Jive Software is now at
3 Million members =
(Enough to fill several football stadiums)
Productivity & efficiency savings for the business:
Potential
Social
Social
Social
cost of
commerce
intelligence
events
Delivered x3 more articles, 1000 blog posts, 40M online
R&D
impressions and a industry marketing award
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12. www.fourinsight.com
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13. Thank you!
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