B-to-B Social Media – Really!

Paul Gillin (@pgillin)Author, The New InfluencersSecrets of Social Media Marketing

Results Objectives:

Create awareness for new mainframe value proposition Increase mainframe awareness with college students

>250,000 views of first episode Blog traffic increased 25xAnalyst, Press, Blogger coverage Screened at Chief Sales Officer summit, Price Waterhouse sales training and other venues

The New Media Landscape

Marathon

schedule

http://bit.ly/waC

Mc

Shared bread pudding w/

@skydiver at Mother's. My

life is now complete.

How to Write a 1 Minute Video

Marketing Script

http://ow.ly/17xJE

I'm at Palm Beach International

Airport (PBI, West Palm Beach).

http://4sq.com/4GeLz0

Best press

photos of 2009

http://om.ly/fNhW

I can't find my good

black pants.

Comparing Top Chef Masters Restaurants

#topchef http://is.gd/8q

4hN

How To Get Well Prepared For The Website Creation. http://bit.ly/aTitV

C

InfluenceInversion

How Is B2B Different?

Focus on ValueGroup DecisionsLonger Buying CyclesMany Moving PartsRelationships are KeyService & Support MatterChannel Complexity

Experience Shapes Perception

Direct Marketing

Advertising

TV/Radio Coverage

Media Articles

Company Websites

Friends

Analysts

Experience With Company

0 10 20 30 40 50 60 70 80 90

Most Important Brand Influence Factors

IBM Market Research, 2008

Assessing Influence

Tagsvoip, telecom, telephony, AndyAbramson, WiFi, FMC, Fixed Mobile, Convergence, CallVantage, Vonage, Skype, GizmoProject, SightSpeed, Video Conferencing, Web Conferencing, Mobivox, Truphone

Assessing Influence

Influencer Relations

“Since 2002, this annual event has evolved into the cornerstone of SAP's influencer programs, now serving as a key event to validate SAP's transformational market strategy.”

In B2C market, influencer relations successes include:

Molson Beer Toro Lawnmowers Zarafina Tea PBS Parents magazine

Goal Turn customers into fans

Tactic Recruit 10 prominent bloggers for access, trials

Metrics Blog posts, videos, tweets, traffic

Results One video received 320,000 views6,200 downloads of Facebook appMany blog entriesProgram renewed for second year

Quote “12 months of relationship building, meetups and feedback gathering has changed the way we think, act and plan our communications and events.”

-Ken Kaplan, Intel

You Are The Media

Match Tool to Business Need

Blog Podcast

Video

Social Network

Private communit

y

Review engine

Virtual world

Build community ☻ ☻ ☻ ☻ ☻ ☻

Counter negativity ☻ ☻ ☻ ☻

Crisis management ☻ ☻ ☻ ☻ ☻ ☻

Customer conversation ☻ ☻ ☻ ☻

Expose employee talent ☻ ☻ ☻ ☻ ☻

Generate web traffic ☻ ☻ ☻

Humanize the company ☻ ☻ ☻ ☻ ☻

Market research ☻ ☻ ☻ ☻ ☻

Media relations ☻ ☻ ☻ ☻ ☻Generate new product ideas

☻ ☻ ☻ ☻ ☻

Product promotion ☻ ☻ ☻ ☻ ☻ ☻

Customer service ☻ ☻ ☻ ☻

Customer feedback ☻ ☻ ☻

Frand advocates ☻ ☻ ☻ ☻ ☻

Sales leads ☻ ☻ ☻ ☻ ☻ ☻

IT Pros Are Interactive

Inactives

Spectators

Joiners

Collectors

Critics

Creators

IT; 22%

IT; 70%

IT; 29%

IT; 32%

IT; 40%

IT; 29%

LOB; 24%

LOB; 68%

LOB; 27%

LOB; 24%

LOB; 31%

LOB; 24%

Social Technographics of IT Professionals

Source: Forrester Research

Match Tools to Buying Stage

Source: TechTarget

So Now the Fun Begins

Open Up

"Your goal should be to have as many people as possible be public voices of the company. Scary? If you answered yes, you don't have the right people."

Brian KalmaDirector of User Experience, Zappos

“It is the responsibility of corporate communications to support each employee’s

capability and desire to be an honest, knowledgeable ambassador to customers, friends, shareowners and public officials.”

--From The Authentic Enterprise: Relationships, Values And The Evolution Of Corporate Communications

Arthur W. Page Society, Dec., 2007

Case Study: Clickable Gurus

Goal Generate LeadsTactic Build awareness by sharing

domain knowledgeMetrics Unique visits; Online mentions;

Referrals; ConversionsResults 2,000% increase in site visitors

300% improvement in buzz index50% increase in customers400% increase in ad billings

Blogging for BusinessCreate Thought Leadership

Blogging for BusinessShowcase Talent

Educate

Advocate

Have Some Fun!

OK Labs uses "social objects," or distinct icons, to create a memorable association. “It’s been a way for people to feel that they know the company before doing business with the company,” says Marti Konstant, VP of marketing

Communities: 360° of Value

Needs Definition

Product Architecture

Iterative Development

Field Testing

Viral Marketing

Peer Support

LinkedIn for BusinessActive Groups…

…and a Distinctive Approach to Company

Profiles

The New Face of Media

800,000 registered users

National user conference; multiple regional conferences

Points system rewards participation without payments

“What’s always amazed me is how much people are willing

to give back.”

Tabrez Syed, Director of Products, Spiceworks

Spiceworks Community

Element14

Document and information exchange for electronics engineers

Anyone can become a designated “expert” by delivering value

More than 10,000 documents contributed and indexed in first six months

Many Uses for Twitter

Publish Everywhere

32 million members

300 million members44 million members

1 billion daily views

6 million daily visitors

50 million members10 million members

1 million daily visitors

1.5 million daily visitors

Typical Multi-Platform ScenarioCorporate website

Feed Aggregator

Partner website

Email Newsletter

Reuse and ExtendBegins as a tweet

Becomes a blog entry

Feeds a podcast

Stokes a white paper

That gets tweeted!

Improved applicant quality

Image of Sodexo as progressive young company

Recruitment costs substantially reduced

Principal Value

“The human touch is essential. People know there’s somebody behind the message and the photo.”

-Kerry Noone, Manager, Marketing Communications

Sodexo Recruiters• Most of the company‘s 60 recruiters user

Twitter and other social media to meet hiring demand.

• Focus is on building relationships and enthusiasm among prospective employees

• Traffic to careers site up 182% in last two years, job applications up 25%. Recruitment ad costs down $300K

10M quarterly impressions

100-fold amplification of blog/Web content

CEO developing side business as automotive social media consultant

Principal Value“My inbox is overflowing every day with people who want speakers, partnerships, training and certifications.”

-Jody DeVere, CEO

AskPatty’s Syndication Wizardry• Syndication partners include TwitterMoms,

BlogHer, Parenthood.com, SheKnows• Articles automatically posted to

bookmarking sites, multiple Facebook fan pages

• Spokesperson for Rain-X Division of Shell Oil, Mobil1 division of Exxon/Mobil

• Hired for 12-part video series on AutoNet TV

Thank you!

Paul Gillin

508-656-0734

paul@gillin.com

www.gillin.com

Twitter: pgillin

Available on Amazon or at NewInfluencers.com

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Coming late 2010: Social Marketing to the Business Customer

By Paul Gillin & Eric Schwartzman