This document discusses social business and the importance of engagement through social media. It notes that many companies ignore customers on social media or don't have an integrated social media strategy. It then discusses that B2B social media is better than B2C due to deeper customer understanding, ability to generate higher revenue with lower resources, and ability to build relationships. The success of social media is said to rely on an engagement lifecycle of listening, nurturing and generating through conversations from unaware to advocate. Case studies of General Electric and Lynden are provided, with Lynden increasing quote requests 270% through social media and inbound marketing.

1. LISTEN.
THE SOCIAL MEDIA B2B
NURTURE.
ENGAGEMENT LIFECYCLE
GENERATE.

2. Social Business
Social Business is not only adding a
facebook, twitter or linkedin page to your
marketing tactics.

3. Social Business
CustomerExperience Continuum
“An organization that has put in
place the strategies, technologies
and processes to systematically
engage all the individuals of its
ecosystem
(employees, customers, partners,
suppliers) to maximize the co-
created value”
- EmanueleQuintarelli -

4. Whathappenstoday?
55% ofcompaniesignorecustomers via
social media: 69% for B2B
companiescomparedto 42% for B2C.
67% ofcompanies do notmeasure or
quantify social media –increasingto
75% for B2B companies.
60% ofbusinesses do
nothaveanintegrated social media
strategy (either do nothing, track or
follow up only).
- ResearchpublishedbySatmetrix and Netpromoter software company -

5. Why B2B isbetterfor Social Media than B2C?
CHIARACOMPRENSIONEDEICLIENTI
From: The B2B Social Meida Bo

6. Why B2B isbetterfor Social Media than B2C?
PROFONDACONOSCENZADEGLIARGOME
NTITRATTATI
From: The B2B Social Meida Bo

7. Why B2B isbetterfor Social Media than B2C?
GENERARERICAVIMAGGIORI
CON RISORSEE BUDGET
RIDOTTI
From: The B2B Social Meida Bo

8. Why B2B isbetterfor Social Media than B2C?
VENDITEBASATESULLERELA
ZIONI
From: The B2B Social Meida Bo

9. Why B2B isbetterfor Social Media than B2C?
I B2B MARKETER
CONOSCONOGIÀ LE
TECNICHE
From: The B2B Social Meida Bo

10. Why B2B isbetterfor Social Media than B2C?
1. ESPERTI INTERNI
2. TEAM DEDICATO
3. STRATEGIA SUL LUNGO PERIODO
4. CONTENUTI ADEGUATI
5. PRONTI ALLA CONVERSAZIONE

11. The success is in the Engagement life cycle
Who? Oh Tell me Sign I’m a
you! more! me up! fan!
Unknow Convers Custome Advocat
Aware ation
n r e
LISTEN NURTURE GENERATE

12. Listen
Every good conversation starts with good
listening
-Unknown-

13. Listen
I clienti non voglionoparlarediprodotto, voglionosoluzioniailoroproblemi
I social Media
cipermettonodiconosce
remeglioibisognideinost
ri prospects.

14. Nurture
“We've got this gift of love, but love is like a
precious plant. You can't just accept it and
leave it in the cupboard or just think it's going to
get on by itself. You've got to keep watering it.
You've got to really look after it and nurture it.”
-John Lennon-

15. General Electric – Case Study
Unacomunitàè un
insiemediindividuichecondivid
ono lo
stessoambientefisicoetecnolo
gico, formando un
grupporiconoscibile, unitodavi
ncoliorganizzativi, linguistici, r
eligiosi, economiciedainteress
icomuni.

16. Generate
(Return - Investment)
Investment

17. Generate
Lead

18. Generate
Lead

19. Lynden– Case Study
Lynden èun’aziendaditrasportielogisticache opera in Alaska ha
fattolevasublogging, SEO e landing page. Ha avviato un proprioBlognel 2008
eunapaginaFacebook
Lynden ha incrementato del
270% le
richiestedipreventiviusando
Social media e inbound
marketing

20. About me
Lara Ermacora
Social Media Specialist @OpenKnoweldge
@arallara