1 Steve Chalk - GSU Social MediaSocial MediaImplementing Social Strategy in B2B, B2C, & Non-profit
2 Steve Chalk - GSU Social MediaBusiness-to-Consumer (B2C)• Social media for B2C is a slam dunk. • Burger King – Subservient Chicken • Old Spice – the ―Old Spice‖ guy (36,000,000+ views) • Brick and mortar – Foursquare check-in rewards • Movie Studios – viral trailers or fake commercials • Musicians – Civil Wars (#12 on Billboard via social promo)
3 Steve Chalk - GSU Social MediaBusiness-to-Consumer (B2C)• Most of the documentation, books, articles, etc. you will find apply directly to B2C• Advantages of Social Marketing in B2C: • Sales cycle is usually much shorter • Comparatively low cost of entry for trial • Coupons (or giveaways) are an option for promotion
4 Steve Chalk - GSU Social MediaBusiness-to-Business (B2B)• Does Social Media have a place in B2B marketing?• Different social channels• Different communication styles• Different goals • Smaller, deeper audience
5 Steve Chalk - GSU Social Media Business-to-Business (B2B) • Businesses increasingly go online to search for information when making large purchase decisions of B2B customers engaged with peers online who addressed their purchase challenges* • Keys to successful B2B social integration: • Listen, Listen, Listen • Build your brand (corporate and personal) • Become a thought leader • Interact! Engage!*Source: Inside the Mind of the New B2B Buyer, Feb. 2010
6 Steve Chalk - GSU Social Media Social Media for Non-Profits • Most similar to B2C • Integrity is important for all organizations, but for non-profits that rely on donations to keep the lights on—it’s everything • Delicate balance of social casualness and careful brand guidance – appearance is everything • Preserve the Core/Stimulate Progress* • Preserve your core mission / NEVER CHANGE • Stimulate progress / access new technologies, social channels, ways of communicating*Source: Good to Great by Jim Collins, JimCollins.com
7 Steve Chalk - GSU Social MediaComparison ChartAudience Tone Audience Relationship What does the Success type audience metrics want?B2C Generally casual Huge potential. Acquaintances. ―I want freebies! Follower numbers. and fun. Depends Engagement Discounts! Loyalty Offer downloads. on the product or largely programs!... Save Sales spikes. service being promotional me a buck!‖ promoted. based.B2B Professional, but Small, more highly Old, trusted friends. ―Educate me. Tell Sales pipeline. stepped down from engaged me how your Ultimately, increased typical business audience. product can meet sales. communication. my needs, cost- effectively.‖Non-Profit Casual, but with a Size of audience Partners on a ―Feed me content Engagement of careful eye not to varies: local, mission. that will help me content. Donations. tarnish organ- national, grow or help this Positive sentiment izational integrity. international? TV cause that I’m amongst followers. support? Thought passionate about.‖ leader?Disclaimer: I’m generalizing here.